Amazon
How Amazon Sellers Can Use Enhance My Listing to Improve Product Pages
Amazon Enhance My Listing suggests new titles, bullets and attributes. We ran it on a live listing: what to accept, what to reject, and why not Accept all.
TL;DR
- Enhance My Listing is Amazon's AI tool for improving listings that are already live. It suggests titles, bullets, descriptions and missing attributes. Nothing changes unless you accept it.
- You may not see that name. On the Edit page we checked, it's a "Listing quality" box with a View button, and the panel that opens is called Enhance listing.
- Don't use Accept all. On a live smartwatch listing Amazon rated "Great", every suggestion was already checked. Accepting them would have cut the title from 72 characters to 34 and replaced a 122-character Item Highlight with 36 characters.
- Using the suggestions means agreeing that you reviewed them and that they're accurate. The fine print is at the bottom of the panel.
- Accept suggestions you can check against your spec sheet. Reject anything that drops a selling point, changes a number or adds a claim.
- It's separate from Review Listings Changes, where AI updates to a brand's listings can go live if nobody responds.
Should you use Amazon's Enhance My Listing, and can you trust what it suggests? Amazon says it helps you keep listings current with a click. Sellers on Amazon's forums have reported suggestions that are thin or wrong.
We wanted to see for ourselves, so we opened the tool on a live listing we manage, read every suggestion and didn't accept any of them. Here's what it does, what it would have changed and how to decide field by field. It's one listing, not a study, but it shows you exactly what to look for on yours.
What Enhance My Listing Is
Amazon announced the tool in May 2025. It runs on Amazon Bedrock and generates recommendations for "product titles, attributes, descriptions, and missing details" based on customer activity, and Amazon says sellers can "review, customize, or decline these suggestions with a click."
Amazon's selling partner site says it "continuously analyzes and improves sellers' live listings." Read that one carefully: the suggestions are generated for you, but in the panel we saw, you still have to apply them.
Who Has It
Amazon said in 2025 that it was rolling out to select US sellers, with more to follow in the US. We haven't found a later Amazon page with eligibility rules or other countries. We saw it on a US account with a Brand Representative listing. If you can't find it, Amazon's pages don't tell you why.
What About Amazon's 90% Figure?
Amazon says sellers accept AI-generated listing content with little to no edits about 90% of the time. That number is about its gen AI listing tools overall, not this tool, and it measures how often sellers accept, not how often the content is right. TechCrunch made the same point when the tool launched: some sellers may simply not be reading closely.
Where to Find It (It Has Several Names)
Amazon has used at least three names, which is why it's hard to find:
| Where | What Amazon Calls It |
|---|---|
| 2025 launch posts | Enhance My Listing |
| 2026 title update Q&A | Enhance Listings |
| 2026 title update posts | View enhancements |
| Edit page, November 2026 (the listing we checked) | Listing quality, Check for AI suggestions, then a panel called Enhance listing |
Amazon doesn't say these are all one tool, but they do the same job in the same place. On the listing we checked, the path was:
- Open Manage All Inventory and choose Edit on a listing.
- Scroll the left-hand menu to the Listing quality box. It says "Check for AI suggestions."
- Select View. The Enhance listing panel opens after a short wait.
Your screen may differ, since Amazon has changed this more than once.
What We Saw When We Ran It
The listing was a smartwatch whose title and Item Highlight already follow the 75-character rule. Amazon rated its listing quality "Great". The panel still offered 12 suggestions, shown next to the original under "AI generated content", and all 12 were already checked.
Here's what those 12 would have done:
| Field | Now | AI Suggestion |
|---|---|---|
| Item Name | [Brand] Smart Watch for Men & Women, Fitness Tracker, 1.85" AMOLED Screen (72 characters) | [Brand] Smart Watch for Men & Women (34 characters) |
| Item Highlight | Bluetooth Calling, IP68 Water Resistant, Heart Rate and Sleep Tracking, 7 to 10 Day Battery, Android and iPhone Compatible (122 characters) | Fitness Tracker, 1.85" AMOLED Screen (36 characters) |
| First bullet | Big 1.85" AMOLED Touch Screen: ... | Big 1.85" Touch Screen: ... (AMOLED removed) |
| Next three bullets | Written copy | Same words, final period removed |
| Battery Life | Empty | 10.0 days (the copy says 7 to 10 days) |
| 8 other attributes | Empty | No value. A note says the listing "needs" it, and you type it in |
Three things stand out.
The title and highlight would lose 124 of their 200 characters. Together they'd go from 194 characters to 70. The title's details move down into the highlight, and that pushes out what the highlight already said: Bluetooth calling, IP68, health tracking, battery life and phone compatibility. Those points are still in the bullets, but they'd no longer sit beside the title in search results. A shorter title isn't the problem. Losing the reasons to click is.
A range became a single number. The copy says 7 to 10 days of battery. The suggestion puts 10.0 days in the Battery Life field. It's the kind of small change that's easy to click past, and a shopper could read it as a promise.
"Needs" doesn't mean it applies. The panel says the listing needs attributes such as RAM Memory Installed, Cellular Technology and Wireless Provider "because shoppers use this information to make purchase decisions." For a watch that calls over Bluetooth through your phone, some of those may not apply at all. Fill in the true ones and leave the rest. The grey "Example: AT&T" text in those boxes is only an example.
Sellers on Amazon's forums report the same pattern. In the launch thread, one seller's only suggestion was to restore a faulty title they had already fixed by hand, and others got "No suggestions found." Another seller says AI enhancements added "3 pack" to a product because the company name contains the number 3.
The Line You Agree To
At the bottom of the panel, Amazon says: "By using the proposed content, you agree that you have reviewed the content and that it is accurate, complete, and compliant with all applicable laws and Amazon policies."
So the AI writes it, but the claim is yours. If a suggestion overstates battery life or adds the wrong pack size, "Amazon's tool wrote it" won't help you with returns, complaints or a policy issue.
What to Accept and What to Reject
Our rule is simple: accept what you can prove, and reject what changes the sale.
| Field | Accept When | Reject When |
|---|---|---|
| Item Name | It keeps the brand, product type and the details that separate you from the listing next to it | It drops a size, compatibility or feature shoppers pick you for |
| Item Highlight | It adds details that aren't in the title and fits what shoppers compare | It replaces stronger selling points, or just holds what was cut from the title |
| Bullets | It fixes a real error or adds a true detail you missed | It removes a specific word such as AMOLED, or changes only punctuation |
| Description | It's accurate and says more than your current one | It adds claims you can't back up |
| Attributes with a value | The value matches your spec sheet or packaging | It's a guess, a rounded figure, or the top of a range |
| Empty attributes | It's true for your product and you have the number | It doesn't apply, or you'd be guessing |
The tool is most useful on old listings nobody has touched in years, where missing attributes are a real gap. It's least useful on your best sellers, where the copy has already been worked on and tested.
How to Review a Listing
- Uncheck Accept all first, so you're choosing what goes in rather than what stays out.
- Keep Show original on and read each suggestion against the Original box beside it.
- Check every number and claim against your spec sheet or packaging.
- Edit or use Regenerate when a suggestion is close but not right. The boxes can be edited.
- Apply it and check the title length. Stay at 74 characters or fewer so your Item Highlight still shows, and avoid repeating the title in it (our Amazon title requirements guide explains why).
- Check the panel's buttons. It ends with Add to form, and the Edit page has its own Submit. We didn't click either, so confirm on your own listing what goes live and when.
- Note the date and measure it. Record sessions, click-through rate and conversion rate before and after. Amazon doesn't offer a test here, and its "Great" rating isn't a sales figure.
- Check the live page afterward. Some sellers report edits reverting after they're made.
For the wider picture, use our Amazon listing optimization guide and run the page through the listing audit checklist. They'll tell you whether the title and bullets are even the weak spot.
Don't Confuse It With Review Listings Changes
This matters more than anything else here, because one waits for you and the other doesn't.
| Enhance My Listing | Review Listings Changes | |
|---|---|---|
| Who Starts It | You open it | Amazon proposes the change |
| If You Do Nothing | Nothing changes | Amazon says the change is applied automatically |
| Time Limit | None we could see | 14 days, for brand owners |
| Where | Edit page of a listing | Manage All Inventory, Review Listings Changes |
If you only check the panel, you can still miss the queue. Titles over 75 characters are being updated to AI recommendations through 2026, and for brand owners that review window closes by itself. If Amazon's AI has already changed something wrong, an Amazon moderator's advice on the forums is to open a Fix a Product Page case with the ASINs and explain the customer impact.
Does It Touch Images or AI-Generated People?
Not in what we saw. The panel covered copy and attributes, with no images. Amazon's descriptions of the tool list only text and attributes too.
If your refresh also includes new images, the separate rule still applies: photorealistic AI-generated people need the contains-synthetic-performer tag before upload.
FAQ
What is Enhance My Listing on Amazon?
It's Amazon's generative AI tool for listings that are already live. It suggests titles, bullets, descriptions and missing attributes, and you can accept, edit or decline each one.
Where is Enhance My Listing in Seller Central?
On the listing we checked in November 2026: Manage All Inventory, Edit, then View in the Listing quality box on the left. Amazon's posts also call it Enhance My Listing, Enhance Listings and View enhancements.
Why can't I see Enhance My Listing?
Amazon doesn't publish eligibility rules. It launched to select US sellers in 2025. The label has also changed, so look for "Listing quality" or "Check for AI suggestions" on the Edit page.
Why does it say no suggestions found?
Amazon doesn't explain this. Sellers report it on some listings, including poor performers, so it doesn't mean a listing is fine. Run it through a manual check instead.
Does Enhance My Listing change my listing automatically?
Not in what we saw: the suggestions sit in a panel until you act. Review Listings Changes is different, because Amazon says those changes apply automatically if a brand owner doesn't respond in time.
Should I click Accept all?
No. Suggestions are checked by default, and on the listing we tested, Accept all would have replaced a stronger title and Item Highlight and turned a 7 to 10 day battery range into one number. Review each field.
Am I responsible for AI-generated listing content on Amazon?
Yes. The panel says that by using the content, you agree you reviewed it and that it's accurate, complete and compliant with laws and Amazon policies.
Does Enhance My Listing improve rankings or sales?
Amazon hasn't published results for this tool, and there's no built-in test. Measure sessions, click-through rate and conversion rate before and after you change a listing.
The Bottom Line
Enhance My Listing is worth opening, especially on old listings with missing attributes. It's a quick way to see what Amazon thinks is absent. Just treat it as a draft from someone who has never held your product.
Uncheck Accept all, read each field against the original, and only keep what you can prove. Your title and Item Highlight are the most valuable 200 characters on the page, so don't give them away for a quality badge.
If you'd rather have a team do this across your catalog, see our Amazon SEO service.
Sources
- Amazon sellers can now automatically improve product listings with our new Gen AI tool (About Amazon)
- Product listings with gen AI (Amazon selling partners)
- New AI tool helps you optimize existing product listings (Amazon Seller Forums)
- Engage With Amazon: Product Title Update Questions (Amazon Seller Forums)
- Updates to improve your product titles begin on July 27 (Amazon Seller Forums)
- Product Title Updates: Progress, Feedback, and Your Questions Answered (Amazon Seller Forums)
- Review Listing Changes Tool guide (Amazon Seller Forums)
- Title/Highlights thread (Amazon Seller Forums)
- AI is updating our listing attributes (Amazon Seller Forums)
- Amazon's newest AI tool is designed to enhance product listings (TechCrunch)
- Amazon Seller Central, Edit Listing, Enhance listing panel (seller login required; checked November 4, 2026)
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