Amazon Listing Makeover: A Real UK Case Study (Before & After)
This is a real Amazon listing makeover case study, done on one of my own products. A 6-in-1 cheese grater that nobody was finding got a new title, new bullet points and new back-end search terms. Below you’ll see the listing before and after, why each change was made, and the results week by week.
The listing before the makeover
The product is a 6-in-1 cheese grater with a container, selling for £10.99 on Amazon UK. It’s a good product at a fair price. But after weeks on Amazon, the listing had:
- 0 page views in Seller Central
- 0 search terms it was ranking for
- 0 sales
Old title:
Cheese Grater 6-in-1 – Multi-Purpose Handheld Kitchen Grater with Coarse, Medium, Fine & Micro Stainless Steel Blades for Vegetables, Fruit & Zest
At first glance it looks fine. It even starts with “cheese grater”. So why was nobody seeing it? Because it described the product the way the seller sees it, and left out the words UK shoppers actually type when they’re ready to buy.
What UK shoppers actually type
For this Amazon listing makeover, I checked real Amazon UK search data for graters:
| What shoppers type | Searches a month (UK) | In the old title? |
|---|---|---|
| cheese grater | about 49,000 | Yes |
| graters for kitchen | about 6,400 (more than doubled in a year) | No |
| cheese grater with container and lid | about 6,200 | No |
| parmesan cheese grater | about 3,600 | No |
| box grater | about 2,400 (around 1 in 5 searchers buys) | No |
| greater (misspelt) | about 9,100 | No (belongs in the back end) |
A top-selling competitor was ranking for 185 search terms. This listing was ranking for none.
The biggest miss was the container. It’s the feature that sets this grater apart, over 6,000 people a month search for it, and the old title never mentioned it.
The listing after the makeover
New title:
DTDF Cheese Grater 6-in-1 with Container – Handheld Box Grater for Kitchen, Coarse, Medium, Fine & Micro Stainless Steel Blades – Parmesan, Vegetable Grater & Lemon Zester
What changed and why:
- “With container” added early. It’s the product’s best feature and a real search phrase.
- “Box grater” and “for kitchen” added. Together they match “box grater” and “graters for kitchen”, one high-converting and one fast-growing.
- Uses named: parmesan, vegetable and lemon zest each match a real search, and each tells the shopper what the grater is for.
- Brand name added at the start, so repeat buyers can find it.
Bullet points: rewritten so each one leads with a benefit (the container catches everything, the base doesn’t slip, it goes in the dishwasher) and naturally includes a supporting search phrase.
Back-end search terms: misspellings like “greater”, “gratter” and “grator”, plus foods people grate (ginger, garlic, nutmeg, chocolate, carrot, courgette). Shoppers never see these, but Amazon uses them to match searches.
A practical note: this seller account doesn’t have Brand Registry, so Amazon wouldn’t accept the title change directly. It has to go through Seller Support. The bullets and back-end terms could be updated straight away. I explain this in how to check your Amazon UK keywords.
Small ads to help Amazon learn
A new listing with no sales history won’t rank on keywords alone, so two small Sponsored Products campaigns run alongside the makeover, about £6 a day in total:
- an automatic campaign to discover which searches Amazon matches the grater to
- a manual exact-match campaign on five of the keywords above
The first bids were set low (£0.40). After two days with only one click, I raised them to £0.55, closer to what Amazon suggested.
Results so far
I’m updating this section every week, good or bad, so you can see what a makeover actually does over time.
| Date | What happened |
|---|---|
| 6 Nov 2026 | Keyword research done. Ads started at £0.40 bids. New title sent for Seller Support. |
| 8 Nov 2026 | New bullet points and back-end search terms live. Ad bids raised to £0.55 after 1 click in the first two days. |
| 11 Nov 2026 | First 6 days: 28 visitors, 37 page views, 2 confirmed sales (£21.98). Ads report 5 orders (£54.95) for £23.19 spend. The manual exact-match ads on the researched keywords did best: 3 orders at a 23.9% ACOS. The auto campaign was costly (69.7% ACOS), so budget moved to the manual campaign (£3 → £4 a day). |
| 15 Nov 2026 | Full first-week update: page views, orders and keyword rankings. (Coming soon.) |
Before the makeover the listing had 0 page views and 0 sales. Six days later it has 37 page views and its first sales. It’s early, but the listing has gone from invisible to selling.
Is your listing in the same position?
You may have the same problem if:
- Your listing gets very few page views, even though the price is competitive
- Your title describes the product but misses its best feature, or the words buyers use
- You wrote your keywords from what you call the product, not what buyers type
- You’ve never filled in your back-end search terms
If you’d like to see the research tool I used, I’ve written about it on DTDF Digitals: the full keyword research behind this makeover.
Get the same makeover for your listing
I do the same Amazon listing makeover for other UK sellers: keyword research based on real UK searches, then a new title, bullet points, description and back-end search terms.
Send me your listing link and I’ll reply within 24 hours with what I’d change. The review is free.
Search figures are from Amazon UK keyword data checked in November 2026. They change monthly, so treat them as a guide.