Amazon Listing Quality Scorecard: How Good Is Your Listing, Out of 100
Answer 18 questions about one listing. Each answer moves a live score out of 100, puts the listing in a band, and names the three items costing you the most points.
Short answer
This free scorecard rates one Amazon listing out of 100 across 18 checks: title 16 points, bullets 14, images 22, video 8, A+ content 11, reviews 18 and price 11. Answer No, Partly or Yes and the score updates live: 80 to 100 is Strong, 60 to 79 is Fix soon, under 60 is Fix now. Seven checks rest on Amazon's own rules or claims, such as the 200-character title limit and the pure white main image; eleven are labeled as our rules of thumb. For a scored review done by a person, get our free listing audit.
Score One Listing in About Five Minutes
Open your listing and the top 10 results for your main keyword. Answer for what a shopper sees today.
Title
The title is 200 characters or fewer and uses none of the banned characters (! $ ? _ { } ^ ¬ ¦) outside the brand name.
Why: Amazon's title rules, effective January 21, 2025, cap most categories at 200 characters and ban those characters.
Amazon rule · 6 pointsNo word appears more than twice in the title (articles, prepositions and conjunctions do not count).
Why: The same Amazon announcement bans repeating a word more than twice.
Amazon rule · 4 pointsThe product type and main keyword appear in the first 80 or so characters.
Why: Mobile search results cut long titles short, so the words that sell have to come first.
Our rule of thumb · 6 pointsBullets
There are five bullets and each one leads with a benefit, not a feature list.
Why: Shoppers skim the first few words of each bullet; a benefit up front answers why it matters.
Our rule of thumb · 5 pointsThe bullets answer the top three questions or complaints in your reviews and questions.
Why: If shoppers keep asking it, the listing has not answered it, and some of them leave instead.
Our rule of thumb · 5 pointsSize, count, material and compatibility are stated in plain numbers.
Why: Missing specs cause returns and one-star reviews from buyers who guessed wrong.
Our rule of thumb · 4 pointsImages
The main image is the actual product on pure white (RGB 255), with no text, logos or watermarks.
Why: Amazon staff state this main-image rule in Seller Forums, 2026.
Amazon rule · 8 pointsThe product fills 85% or more of the main image frame.
Why: Amazon staff give 85% to 100% fill; a small product in a big white box looks like a worse product in search.
Amazon rule · 4 pointsEvery image is at least 1,000 pixels on the longest side (1,600 or more is better).
Why: Amazon staff say 1,000 pixels turns on zoom and recommend 1,600 or more.
Amazon rule · 4 pointsYou use at least seven images, including lifestyle, infographic and scale shots.
Why: Each empty slot is a question left unanswered, and shoppers who cannot hold the product read images instead.
Our rule of thumb · 6 pointsVideo
At least one product video is live on the listing.
Why: Video shows size, texture and use in seconds, which still images and bullets cannot.
Our rule of thumb · 8 pointsA+ content
A+ content is live on the listing.
Why: Amazon says Basic A+ can increase sales by up to 8% (its internal data).
Amazon's own claim · 6 pointsPremium A+ is live, or a Brand Story if Premium is not available to you.
Why: Amazon says well-implemented Premium A+ can increase sales by up to 20% (its internal data).
Amazon's own claim · 5 pointsReviews
The star rating is 4.3 or higher.
Why: Below 4.0, most content fixes cannot overcome the rating; 4.3 or higher stops being a reason to leave.
Our rule of thumb · 8 pointsYour review count is at or above the middle of the top 10 results for your main keyword.
Why: Shoppers compare counts side by side in search; far fewer reads as riskier.
Our rule of thumb · 6 pointsThe most common complaint in your negative reviews is fixed or answered on the page.
Why: A complaint repeated in reviews and ignored in the listing tells the next shopper it is still true.
Our rule of thumb · 4 pointsPrice
The price sits inside the range of the top 10 results, or the listing shows why it costs more.
Why: A higher price can sell, but only when the images and bullets earn it.
Our rule of thumb · 6 pointsYou hold the Featured Offer (Buy Box) and the item is in stock.
Why: Without the Featured Offer or stock, the rest of the listing cannot turn into a sale.
Our rule of thumb · 5 pointsYour listing score
0 / 100
Fix now
Answered 0 of 18
Fix these first
The formulas, in plain words
- Each item: No earns 0, Partly earns half the item's points, Yes earns all of them.
- Score: the points earned on all 18 items, added up and rounded to a whole number. The weights add to exactly 100.
- Band: 80 to 100 is Strong, 60 to 79 is Fix soon, under 60 is Fix now.
- Fix these first: the three items losing the most points (points possible minus points earned). Ties go to the item listed first.
- Unanswered items count as 0 until you answer them.
Why the Points Fall Where They Do
The 18 weights add to 100. Images carry the most (22) because the main image is what a shopper sees first in search, and Amazon publishes hard rules for it. Reviews carry 18 because a weak rating undoes good content.
Partly earns half the points, because most listings are partly right: four good bullets out of five, or six images instead of seven.
Strong: 80 to 100
Gains from here come from testing images and price, not from filling gaps.
Fix soon: 60 to 79
Something visible is missing, often video, Premium A+ or a full image stack. Fix the top three items before you raise ad spend.
Fix now: under 60
Ads are sending shoppers to a page that loses them. Fix the listing before raising spend.
Amazon's Rules Versus Our Rules of Thumb
Seven checks are based on Amazon. Eleven are our rules of thumb from producing listing content, and the scorecard labels them that way.
When a Scorecard Will Not Help
The listing is suppressed or stranded
Fix the account or catalog issue in Seller Central first.
Nobody is reaching the page
A perfect score does not create traffic. Look at keywords, indexing and ads first.
You want a number to show investors
This is a self-assessment with our weights. For a reviewed, written result, use the free listing audit.
Who Built It and What to Do Next
The scorecard runs in your browser and stores nothing. We tested its math against the worked example in the FAQ. For the full list of what a listing needs, use the listing checklist; to see how listing changes move sales, read the conversion rate guide. More free tools are on the tools page.
Ian Smith
Founder, Evolve Media Agency
Ian has run Evolve Media Agency since 2017 and has spent more than a decade in ecommerce, building and selling his own brands and producing listing content, video and ads for Amazon, Shopify and TikTok Shop brands. He writes every page on this site himself and the prices quoted for Evolve are the prices you pay.
Listing Scorecard Questions
What is a good Amazon listing quality score?
Which parts of the scorecard come from Amazon?
Can you show a worked example?
Why does a 4.3 star rating matter here?
Is video required on Amazon listings?
How often should I rescore a listing?
Does the scorecard save my answers?
What does the free listing audit add?
Turn the Score Into a Fix List
Send us the listing you just scored. The free listing audit checks it against your top competitors and tells you what to fix first. Prefer to talk it through? Book a free 30-minute call.