---
title: "What to use for listing optimization on Amazon"
canonical_url: "https://flapen.com/blog/what-to-use-for-listing-optimization-on-amazon"
last_updated: "2026-09-04T16:34:23Z"
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  description: "Use Manage Your Experiments, your search term report, and competitor negative reviews to optimize a listing. No tool checks your primary image on a phone."
  "og:description": "Use Manage Your Experiments, your search term report, and competitor negative reviews to optimize a listing. No tool checks your primary image on a phone."
  "og:title": "What to use for listing optimization on Amazon"
---

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# **What to use for listing optimization on Amazon**

Use Manage Your Experiments, your search term report, and competitor negative reviews to optimize a listing. No tool checks your primary image on a phone.

September 4, 2026·5 min read

Listing SetupKeyword StrategyProduct ImagesOrganic Ranking

![Joel Turcotte Gaucher](https://flapen.com/_vercel/image?url=%2Fimages%2Fteam%2Fjoel-turcotte-gaucher-avatar.webp&w=64&q=100)

**Joel Turcotte Gaucher**

Founder

![Flapen cover for What to use for listing optimization on Amazon: a client watching the Flapen photographer frame a product in the studio](https://flapen.com/_vercel/image?url=%2Fimages%2Fblog%2Fclusters%2Fhiring-an-agency-06.jpg&w=1536&q=100) Use Amazon's own Manage Your Experiments for testing, your search term report for keywords,and competitor negative reviews for copy. Third-party tools help with competitor termextraction. None of them tell you whether your primary image works at thumbnail size, which isusually the binding constraint. ## The short version - **Manage Your Experiments** is Amazon's own A/B testing, free with Brand Registry. - **Your search term report** beats any keyword estimate once you have sales. - **Competitor negative reviews** are the best copy source available. - **Brand Analytics** gives real search frequency rank, not estimates. - **No tool evaluates your primary image.** Look at it on a phone. ## What to use for each part of the job I run Flapen with 50 operators managing about 70 brands. This list is deliberatelyweighted toward things that cost nothing, because the free stack is stronger than most sellersrealize. | Job | Use this | Why |
| --- | --- | --- | | A/B testing | Manage Your Experiments | Amazon's own, free with Registry, real traffic | | Keyword source, pre-launch | Competitor extraction plus autocomplete | Best available without sales data | | Keyword source, post-launch | Your search term report | Actual buyer behavior, not estimates | | Search frequency rank | Brand Analytics | Real ranking, requires Brand Registry | | Copy and objections | Competitor negative reviews | What buyers actually complain about | | Conversion diagnosis | Business Reports, unit session percentage | Free, per product | | Image evaluation | Your phone, at thumbnail size | No tool does this | | Rank tracking | Any tracker, or Brand Analytics | Position over time | ### Manage Your Experiments Underused to the point of being close to a free lunch. Amazon runs a genuine split test onyour live listing using real traffic, on eligible Brand Registry listings, and reports whichversion performed better. Test in order of leverage. Primary image first, because it sets click-through rate and capsall downstream traffic. Then title. Then A+ content. Each test needs a clean window with noother changes, which is the discipline most sellers skip. ### Your own search term report Once you are running ads, this is the most valuable keyword source you own, and it is free. Most sellers pull it only to add negative keywords. Sort by conversion rate instead of byspend, and the terms at the top are what your title, bullets, and backend terms should bebuilt around. That is not an estimate of what buyers might search, it is a record of what theysearched and then bought. ### Competitor negative reviews For copy, nothing beats them. They name the objections buyers in your category actually have,and they give you the vocabulary buyers use rather than the vocabulary a copywriter wouldchoose. Read fifty on the top competing products before writing a single bullet. It takes an hour andit removes almost all the guesswork from both copy and the secondary image sequence. ## What third-party tools are good for Competitor term extraction, quickly. Category browsing. Rough volume estimates before you havedata of your own. What they cannot do is tell you whether the market is growing, what the return rate does toyour margin, or whether your primary image reads at thumbnail size. Tools measure what theywere built to measure, and strategies built on them inherit that boundary. ## The check no tool performs Open your listing on a phone, in search results, at the size the image actually appears. Can you tell what the product is? Can you tell how big it is? Would you click it against thefive competitors either side? That thirty-second check identifies the binding constraint onmore accounts than any software I have used, and no tool will do it for you. ## What most agencies will not tell you Tool stacks are listed in capability decks because they are easy to list. The genuinelyvaluable inputs on this page are free, and two of them require nothing but attention: readingcompetitor reviews, and looking at your own listing on a phone. The other thing: an agency without photography capability will optimize the things it cantouch. That is honest within its scope and it means the recommendation will arrive at copy andkeywords regardless of whether your image is the problem. Ask who produces images before youask which tools they use. ## Related answers - [Amazon listing optimization agency checklist](https://flapen.com/blog/amazon-listing-optimization-agency-checklist) - [What products to use for Amazon keyword research](https://flapen.com/blog/what-products-to-use-for-amazon-keyword-research) - [What tools do top Amazon agencies use](https://flapen.com/blog/what-tools-do-top-amazon-agencies-use) - [Amazon listing optimization services comparison](https://flapen.com/blog/amazon-listing-optimization-services-comparison) - [Hiring an Amazon agency: the complete guide](https://flapen.com/blog/hiring-an-agency) Look at your listing on a phone first. Then talk to us at [Flapen](https://flapen.com/amazon-consulting). ## Keep learning - [Compare Amazon business models](https://flapen.com/guides/business-models) - [Value your Amazon business](https://flapen.com/tools/business-value-calculator) ## **Frequently Asked Questions**What is the best free listing tool?What should I test first?Where do the best keywords come from?Do I need a paid optimization tool?How long should an A/B test run?What do third-party tools miss? ## About the Author![Joel Turcotte Gaucher](https://flapen.com/_vercel/image?url=%2Fimages%2Fteam%2Fjoel-turcotte-gaucher-avatar.webp&w=64&q=100) [**Joel Turcotte Gaucher**](https://flapen.com/blog/author/joel-turcotte-gaucher) Founder & CEO at Flapen Joel has spent 10 years in Amazon and ecommerce, running data and technology at BRANDED and Moonshot Brands, two of the largest Amazon aggregators, where he audited and scaled 60+ acquired brands. He co-founded Flapen to give sellers the data-driven tools and insights they need to compete. His expertise spans product research, listing optimization, PPC advertising, and international expansion. [LinkedIn](https://www.linkedin.com/in/joel-turcotte/) [X](https://x.com/JoelTGaucher) [YouTube](https://www.youtube.com/@JoelTGaucher) [Facebook](https://www.facebook.com/JoelTGaucher) [Instagram](https://www.instagram.com/joeltgaucher) [Reddit](https://www.reddit.com/user/JoelTGaucher/) [More in Working with Agencies ](https://flapen.com/blog/category/working-with-agencies) [**Amazon brand management tiers: the complete guide**Sep 4, 2026](https://flapen.com/blog/brand-tiers) [**Done-for-you Amazon management: the complete guide**Sep 4, 2026](https://flapen.com/blog/done-for-you-management) [**Build vs buy for your Amazon channel: the complete guide**Sep 4, 2026](https://flapen.com/blog/build-vs-buy) [Latest ](https://flapen.com/blog) [**Amazon brand management tiers: the complete guide**Sep 4, 2026](https://flapen.com/blog/brand-tiers) [**Amazon marketplaces by geography: the complete guide**Sep 4, 2026](https://flapen.com/blog/geography-and-marketplaces) [**Amazon account measurement and audits: the complete guide**Sep 4, 2026](https://flapen.com/blog/measurement-and-audit)![The Flapen Weekly Product Research report, an Amazon niche shortlist scored 0–100 with its score radar on the cover](https://flapen.com/_vercel/image?url=%2Fimages%2Fhomepage%2Famazon-product-research-report-dark.webp&w=640&q=100) The weekly niche report ## Product research, in your inbox Every niche that cleared the bar this week: what it sells for, what it costs to enter, and why it passed. When we get one wrong, we publish the correction.**First name****Last name****Email****Get product research**