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The Amazon Files, hosted by Kristin Ostrander, Amazon business strategist and one of the founders of Mommy Income, hits the airwaves every Tuesday with the real truth about selling on Amazon. This show isn’t about sugar-coated reality. It’s real truth - the good, the bad and the ugly - shared with practical action steps and strategies to help both new and experienced sellers tackle the world’s largest retail sales platform.

Jan 30, 2018

Karon Thackston is the founder of Marketing Words, a copywriter, and an Amazon listing expert who helps Amazon sellers improve their listings. She helps eCommerce sellers with the optimization of their website and Amazon descriptions so that customers will find them easier on Amazon.

Karon joins us on this episode to share keyword strategies to test and implement so that buyers can find your Amazon bundle listings. She shares how she became the go-to person for keyword optimization for the platform, her best methods for testing keywords, and the best way to write your listings to make sure they are front and center.


“The mantra around Marketing Words is put as many keywords in the bullets as you can without it sounding stupid.” - Karon Thackston


This week on The Amazon Files:

  • The top question she gets asked regarding listing optimization and keywords on Amazon listings
  • What the new 250-Rule is
  • What Amazon will do if you put trademark terms in the search term section
  • How long you should wait before you change anything during the testing period
  • What a good conversion rate is for a bundle
  • The best place to look for the style guide or inventory templates
  • The statistics of people who shopped on their mobile devices in the 2017 holiday season
  • The common mistake people make regarding keyword inclusion
  • Elements you can test and adjust before dropping your price
  • What you can do so others can see your suggestions to a listing that’s not yours
  • The significance of checking out your competition’s listings
  • Why she doesn’t recommend reverse ASIN searches
  • Clarifying Amazon listing terminologies
  • What ‘platinum keywords’ are and why you can’t use them
  • The difference between A+ (plus) and Enhanced Brand Content (EBC)
  • What to do if you have a bundle with different brands


Key Takeaways:

  • Be careful about putting trademark things anywhere in your listing.
  • Put your most important, entire key phrase in the front part of the tag within the first 80 characters. If you could only pick one, ever, this is the key phrase you want to rank for. That one should be in the first part of your title.
  • Don’t lead Amazon to an answer when they contact you for your listings.
  • Make sure all your listings look great on mobile devices.
  • You can write separate bullet points for different target markets.
  • Synonyms are huge when you’re doing keyword research.


Resources Mentioned:


Connect with Karon Thackston:




Boost Your Amazon Sales Now!

If you want to take your bundle listings to the next level, grab Karon’s newly updated book Amazon Advantage: Product Listing Strategies to Boost Your Sales. This book will not only help you with the keywords, but also teach you how to write your listings in a way that the consumers will find your products and get better conversions.

To get your copy of the Amazon Advantage book and receive a 20% discount, visit and use the code AMZ20.


Jumpstart Your Amazon Business Today!

Are you ready to jumpstart your Amazon business but don’t know how? We can guide you step by step through easy-to-understand video instructions for your Amazon business must-haves. We’ve got everything you need in one place -- from setting up your Amazon account to shipping your items to Amazon fulfillment centers. Go to Start FBA Today to start your exciting Amazon journey.


Grow Your Amazon Business

Thanks for tuning into this week’s episode of The Amazon Files, the show to help Amazon seller along their business journey one step at a time with your hosts and Amazon experts, Amy Feierman and Kristin Ostrander. If you enjoyed this episode, head over to iTunes, subscribe to the show and leave us your honest review. Don’t forget to share your favorite episodes with your friends on social media! Visit us on Facebook each week for a live discussion on how to grow your Amazon business and check out our website for even more resources.