Optimize Your Listings for Humans First.

PORTLAND (The Grimshaw Report) --?If you've worked with me over the past several years, this will sound familiar – people buy stuff, algorithms don’t!? You might think, well, ya, that's obvious. But the reality in practice can be quite different.

I was approached by a brand recently who were disappointed by the expected return on investment after hiring an "agency" to optimize their catalog listings. I was shocked, shocked by what I saw! Yes, all of the basics that Amazon suggests in creating a listing were checked off. It was quite clear to me, however, that the persons creating the listing hadn't gone the extra mile to, you know, actually know what the product was, how it benefited consumers, the special sauce that made it different from the competition and any unique brand-identifying USPs. It was just, well, Meh. Keyword stuffed Meh.

Simply checking off deliverables like adding 7+ photos or a video just isn’t enough to optimize a product listing. This "cookie-cutter" approach, especially prevalent among some “agencies”, misses the mark. Sure, it fulfills Amazon's technical requirements, but the true power of a listing comes from creating actual content that resonates with humans. It’s work. You gotta put the work into this. Understand the Product, The Competitive Landscape, Your Goals, Research. Then CREATIVELY execute.

Amazon is a marketplace driven by the interaction of algorithms, but it's also a marketplace filled with real humans—your customers. These customers have emotions, preferences, and are influenced by the story your product tells. A templated listing might satisfy algorithmic requirements, but does it inspire trust? Does it make the shopper feel like your product is uniquely tailored to their needs? Too often, the answer is no.

Quality and Creativity still matter most

Agencies sometimes fall into the trap of doing the bare minimum: listing optimization becomes a checklist, and creative execution is neglected (all while charging a healthy fee!). Yet, quality matters more than ever. We need to move beyond ticking boxes and focus on crafting listings that create emotional connections with customers. Authenticity and compelling storytelling convert far more effectively than generic, formulaic content.

• Product Photos: Seven photos are not just a requirement to satisfy Amazon’s rules—they should be diverse, high-quality images that speak to the buyer’s lifestyle. Instead of just a standard front and back shot, show real-world usage scenarios. Let the customer see themselves using your product.
• Video: Don't just put an AI generated video up for the sake of it. Create something that feels like a personal introduction to the product, like you’re walking your customer through its benefits and how it will solve their problem.
• A+ Content: Instead of cramming in text that simply restates bullet points, use this space to tell a story or create a visual narrative about your brand’s mission, vision, or social proof through reviews. And don’t forget crawlable text (for the algorithm).

Human Interaction First, Algorithm Second

It’s essential to remember that Amazon’s algorithm is sophisticated, but it’s designed to track human interactions—clicks, time spent on the page, add-to-cart actions, and conversions. If you create content that truly connects with humans first, these positive signals will follow, feeding the algorithm the data it needs to boost your visibility.

Too often, brands and agencies flip this process, focusing on appeasing the algorithm first. This leads to overly optimized, robotic content that doesn’t connect with customers on a deeper level. And that’s where they lose out.

"But John, We Have 2,000 Listings—It will take forever to optimize all of them!"

My response is always the same: Every listing should have a reason to live. If not, lose it!

If a product is important enough to be in your catalog, it’s important enough to have a well-crafted, customer-centric listing. Quantity means nothing without quality. It’s far better to focus on optimizing a smaller number of key listings that will deliver higher conversions and drive more traffic than spreading your efforts thin across a massive number of mediocre, underperforming ones.

If a product isn't worth putting effort into, then why have it listed at all? Reduce the clutter and prioritize the listings that matter, the ones that can genuinely connect with your audience and bring in results. A well-optimized portfolio of fewer, stronger listings will always outperform a bloated catalog of neglected ones.

There are some great tools that can help scale content for a large catalog, but we have to start with the hard work first and help a product/brand stand out with a human audience.

Be Cautious with AI-Generated Photos and Videos

With the rise of AI tools, it’s tempting to use AI-generated photos and videos to save time and reduce costs. But here’s the catch: while AI can create polished content, it often lacks the authenticity and uniqueness needed to stand out. Relying too heavily on AI-generated creative work can lead to generic, look-alike listings that fail to differentiate your brand or product.

Instead of solving a problem, this approach can add to the noise and clutter on Amazon, especially in an over-crowded category. AI-driven content can quickly fall into the trap of creating a sea of similar-looking photos and videos that don't offer anything unique to the customer. The goal should be to create real, relatable content that fosters trust and connection, not just to automate creativity.

AI tools can have their place in the content creation process, but they should be used thoughtfully and strategically. It's essential to blend technology with human insight and creativity to create listings that feel personal and tailored to your audience, rather than mass-produced. Don’t let the allure of efficiency come at the cost of genuine human connection in your content.

Iteration Is Key

Of course, once you’ve created a listing that truly connects with your audience, that’s not the end of the road. One of the most powerful features of Amazon is the ability to continually test and refine your listings. Use tools like A/B testing for photos, titles, and descriptions to find out what works best. But again, this process should be about improving human interaction first, and algorithmic performance second.

Better Results and More Fun to Create

Don’t let templated, low-quality listing optimization sabotage your brand's potential. Prioritize human connection. Craft content that resonates with consumers - real people, and then fine-tune it for the algorithm.

Not only is this approach a proven method for greater success, it has the potential to raise the overall aesthetic in the marketplace. And maybe even more importantly, it's so much more engaging for us to create.

Your thoughts?

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