Complete Amazon Listing Audit Checklist (AI + Traditional)

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Your Amazon listing scores 95/100 in Helium 10. Your title hits all the keywords. Your bullets are optimized. Your images meet requirements.

So why did your organic traffic drop 30% in the last quarter?

Traditional listing audits measure the wrong things. They check keyword density and character counts — optimization factors from 2023 that matter less every day. Meanwhile, Amazon's AI systems (Rufus and CoSMo) control over 20% of product discovery and prioritize completely different factors: intent clarity, use case coverage, and knowledge graph relationships.

The brutal truth: a listing can score perfectly on traditional metrics while being invisible to AI-powered search. With 250 million shoppers using Rufus this year and that number growing 140% year-over-year, you can't afford to optimize for yesterday's algorithm.

This audit checklist covers both traditional SEO factors and AI-readiness factors. Use it to identify exactly where your listing succeeds, where it fails, and what to fix first.

How to Use This Audit Checklist

This framework evaluates your listing across two tracks:

Track 1: Traditional SEO (20 factors)

The keyword optimization, image requirements, and content structure that still matter for traditional search.

Track 2: AI-Readiness (25 factors)

The intent clarity, conversational optimization, and knowledge graph factors that determine Rufus visibility.

Scoring System:

Each factor = 1-2 points

Traditional SEO max score: 25 points

AI-Readiness max score: 35 points

Total possible: 60 points

Score Interpretation:

50-60 points: Excellent (AI-optimized)

40-49 points: Good (minor improvements needed)

30-39 points: Fair (significant AI gaps)

Below 30: Poor (complete optimization required)

Audit one listing completely before moving to your next product. Focus on your top revenue drivers first.

Track 1: Traditional SEO Audit (25 Points)

Title Optimization (4 points)

□ Brand name included in first 3 words (1 pt)

□ Primary keyword within first 80 characters (1 pt)

□ Title is 150-200 characters (not truncated) (1 pt)

□ Includes key features: size, color, material, or main benefit (1 pt)

Common mistakes: Keyword stuffing, all caps, promotional language, special characters

Bullet Points (5 points)

□ 5 bullet points used (not 3 or 4) (1 pt)

□ Each bullet starts with a capitalized feature/benefit (1 pt)

□ Bullets are 150-250 characters each (not too short or maxed out) (1 pt)

□ Mix of features AND benefits (not just specs) (1 pt)

□ Includes relevant secondary keywords naturally (1 pt)

Common mistakes: Generic bullets copied across products, only listing features without benefits, keyword stuffing

Backend Keywords (3 points)

□ All 250 bytes used in backend search terms (1 pt)

□ No repeated keywords from title/bullets (1 pt)

□ Includes long-tail and misspellings (1 pt)

Pro tip: Amazon ignores repeated terms. Don't waste backend space on keywords already in your title.

Images (5 points)

□ 7 images used (main + 6 additional) (1 pt)

□ Main image is 1000x1000 pixels minimum, product on white background (1 pt)

□ Additional images show product in use / lifestyle contexts (1 pt)

□ At least one image includes text highlighting key feature (1 pt)

□ Images include alt text (even if not visible) (1 pt)

Common mistakes: Low-resolution images, no lifestyle shots, missing alt text optimization

Product Description & A+ Content (4 points)

□ Product description is 1,000+ characters (1 pt)

□ A+ Content is enabled and fully populated (1 pt)

□ A+ modules include keyword-rich alt text (1 pt)

□ Description/A+ addresses common customer questions (1 pt)

Category & Attributes (4 points)

□ Product is in the most specific, accurate category (1 pt)

□ All optional attributes are filled out (1 pt)

□ Product type/features match customer expectations (1 pt)

□ Variations (size, color) are properly structured (1 pt)

Traditional SEO Score: _____ / 25 points

Track 2: AI-Readiness Audit (35 Points)

This is where most listings fail. Traditional tools don't check these factors, but they determine whether Rufus recommends your product.

Amazon's CoSMo algorithm evaluates whether your listing clearly answers five questions. If any are missing, AI systems won't understand when to recommend your product.

□ Subjective Properties: Does your listing explain sensory/experiential qualities? (2 pts)

Examples: "soft texture," "easy to use," "lightweight feel," "quiet operation"

Not just: "100% cotton" → Better: "soft, breathable cotton for all-day comfort"

□ Event Relevance: Does your listing specify when/what occasions the product is for? (2 pts)

Examples: "perfect for travel," "ideal for daily commute," "great for parties," "wedding gift"

Not just: "water bottle" → Better: "insulated water bottle for gym workouts and outdoor hikes"

□ Activity Suitability: Does your listing explain what activities this product supports? (2 pts)

Examples: "for running," "for cooking," "for studying," "for relaxation"

Not just: "bluetooth headphones" → Better: "wireless headphones for working from home, video calls, and focused work"

□ Goal/Purpose: Does your listing articulate the problem it solves or goal it helps achieve? (2 pts)

Examples: "stay hydrated," "reduce clutter," "improve sleep," "save time"

Not just: "protein powder" → Better: "protein powder to build muscle, speed recovery, and hit your fitness goals"

□ Target Audience: Does your listing identify who this product is for? (2 pts)

Examples: "for busy professionals," "for new parents," "for seniors," "for beginners"

Not just: "yoga mat" → Better: "extra-thick yoga mat for beginners and anyone with sensitive knees"

Why this matters: When someone asks Rufus "I need a water bottle for my kid's soccer games," it looks for products that explicitly mention sports, kids, and outdoor use. Generic descriptions get skipped.

Conversational Language Optimization (5 points)

□ Listing uses natural, conversational language (not robotic keyword stuffing) (1 pt)

Bad: "Water Bottle Insulated Stainless Steel Travel Bottle"

Good: "Insulated Water Bottle That Keeps Drinks Cold for 24 Hours During Travel"

□ Content answers questions customers actually ask (1 pt)

Check your Q&A section—are those questions answered in bullets or A+ content?

□ Listing includes "jobs to be done" language (1 pt)

Example: "keeps your coffee hot during morning commute" vs just "insulated mug"

□ Long-tail question phrases are addressed (1 pt)

Example: "Is this suitable for..." or "Can this be used for..." structures

□ Benefits written as outcomes, not features (1 pt)

Bad: "Made with BPA-free materials"

Good: "Safe, BPA-free materials protect your family's health"

Use Case & Context Coverage (6 points)

□ Listing mentions 3+ specific use cases or scenarios (2 pts)

Example: "Perfect for commuting, gym workouts, or weekend hikes"

□ Seasonal/temporal contexts included where relevant (1 pt)

Example: "summer bbqs," "back to school," "holiday gifting"

□ Lifestyle images show product in actual use contexts (1 pt)

□ A+ Content includes comparison chart or use case matrix (1 pt)

□ Customer reviews mention diverse use cases (social proof of versatility) (1 pt)

Why this matters: CoSMo builds knowledge about product-to-situation relationships. The more contexts you explicitly connect, the more queries you'll match.

Knowledge Graph Relationships (5 points)

□ Frequently bought together items are complementary (not random) (1 pt)

Check: Are these logical pairings? If not, your category/attributes might be wrong

□ Product mentions compatible or related products in A+ Content (1 pt)

Example: "Pairs perfectly with our stainless steel straws" (if you sell them)

□ Listing explains what this product replaces or improves upon (1 pt)

Example: "Replaces disposable bottles" or "Better than traditional yoga mats because..."

□ Common product associations are explicitly stated (1 pt)

Example: "Essential for home gym" or "Complements your morning routine"

□ Backend attributes establish category relationships (1 pt)

Are all relevant browse nodes and attributes filled?

AI-Readable Visual Content (4 points)

□ Product name visible in at least 2 images (1 pt)

Helps AI confirm what it's looking at

□ Key features are labeled with text in images (1 pt)

Example: Arrows pointing to "leakproof lid" or "insulated walls"

□ Lifestyle images show clear context clues (1 pt)

Example: Product at gym, office, outdoors—not just floating in white space

□ Infographic images explain usage/benefits visually (1 pt)

Why this matters: Rufus can interpret images, not just text. Visual context helps it understand use cases.

Q&A and Reviews Optimization (5 points)

□ Top 10 customer questions are answered (not just present) (1 pt)

Proactively answer common questions; don't wait for customers

□ Recent reviews (last 30 days) include use case mentions (1 pt)

Example: "Great for travel" in recent reviews signals current relevance

□ Reviews average 4.3+ stars (1 pt)

AI deprioritizes products with low ratings regardless of optimization

□ High-rated reviews include images showing product in use (1 pt)

□ Seller responds to questions and critical reviews professionally (1 pt)

Shows active engagement, which AI factors into authority

AI-Readiness Score: _____ / 35 points

Calculate Your Total Score

Traditional SEO: _____ / 25 points

AI-Readiness: _____ / 35 points

TOTAL SCORE: _____ / 60 points

Score Interpretation

50-60 points (Excellent):

Your listing is AI-optimized. Focus on maintaining performance and testing minor improvements.

40-49 points (Good):

Solid traditional optimization but AI gaps exist. Fix intent clarity and use case coverage to reach the next level.

30-39 points (Fair):

Significant AI-readiness gaps. Your listing may perform well in traditional search but struggles in Rufus recommendations. Priority: Add the 5 facets to your content.

Below 30 points (Poor):

Complete optimization required. Your listing is likely losing significant traffic to AI-optimized competitors. Start with critical gaps immediately.

Prioritization Matrix: What to Fix First

Not all gaps are equal. Fix issues in this order:

Critical (Fix Immediately):

Missing any of the 5 critical facets (intent clarity)

Main image doesn't meet requirements

Less than 5 bullet points used

Product in wrong category

Under 4.0 star rating

High Priority (Fix This Week):

Weak use case coverage (fewer than 3 contexts)

Backend keywords incomplete

A+ Content missing or weak

No lifestyle images showing product in use

Q&A questions unanswered

Medium Priority (Fix This Month):

Alt text missing on images

Conversational language gaps

Knowledge graph relationships unclear

Review response needed

Description under 1,000 characters

Low Priority (Ongoing Optimization):

Minor title adjustments

Additional backend keyword variations

Incremental image improvements

A/B testing opportunities

Real Results: Before & After Audit

Supplement Brand Example:

Before Audit (Traditional Optimization Only):

Helium 10 Score: 94/100

Title: Keyword-optimized

Bullets: Feature-focused

Images: Professional product shots

Organic traffic: Declining 25% over 3 months

Gaps Identified:

Missing 4 of 5 critical facets

No use case language

Generic bullet points

No activity/audience mentions

After AI-First Optimization:

Added intent clarity: "Post-workout recovery for athletes and fitness enthusiasts"

Specified use cases: "Morning smoothies, pre-gym fuel, meal replacement"

Included audience: "Perfect for busy professionals and active lifestyles"

Added outcomes: "Build muscle, speed recovery, crush your fitness goals"

Results (5 weeks):

Organic traffic: +47%

Rufus recommendations: 7 new query matches

Conversion rate: +12%

Traditional SEO score: Same (still 94/100)

The keywords didn't change. The intent clarity did.

Implementation Roadmap

Week 1: Audit & Prioritize

Complete this checklist for your top 3 SKUs

Calculate scores

Identify critical gaps

Week 2: Fix Critical Issues

Add missing facets to bullets and A+ Content

Update images if main image fails requirements

Correct category if misplaced

Week 3: Address High-Priority Gaps

Rewrite bullets with use case language

Complete backend keywords

Add lifestyle images

Answer unanswered Q&A

Week 4: Monitor & Adjust

Track organic traffic changes

Monitor keyword rankings

Check Rufus recommendation frequency

Identify next optimization opportunities

Ongoing:

Re-audit quarterly

Update for seasonal relevance

Respond to new customer questions

Maintain review quality

The Bottom Line

Traditional listing audits check if you followed 2023's rules. This audit checks if you'll succeed in 2026's AI-powered marketplace.

Most sellers have one of two problems:

Good traditional SEO, zero AI optimization (scoring 20/25 traditional, 10/35 AI)

Poor traditional SEO, zero AI optimization (scoring 10/25 traditional, 8/35 AI)

The winners have both. They optimize for keywords AND intent. For search algorithms AND AI systems. For today's marketplace AND tomorrow's.

Your listing competes against:

Sellers using traditional tools who don't know about AI optimization (most sellers)

Sellers using AI-first optimization who dominate Rufus recommendations (your real competition)

Which category will you be in?

Next Steps

Option 1: Manual Optimization

Use this checklist to audit your listings. Fix gaps systematically. Re-audit in 30 days.

Option 2: AI-First Optimization Platform

Cosmy analyzes your listings specifically for Rufus and CoSMo optimization, identifying exactly which facets are missing, which use cases aren't covered, and how to structure your content for AI visibility. It's the only platform built specifically for Amazon's AI ecosystem.

Try Cosmy for free – Audit your top listings, get AI-readiness scores, and receive specific optimization recommendations.

No credit card required. See your gaps in under 5 minutes.

This article is part of "The AI Shelf" series, providing actionable strategies for brands navigating Amazon's AI-powered marketplace.

The Complete Amazon Listing Audit Checklist for AI-First Optimization (2026)