How to create Amazon listings that convert in the UK marketplace

TL;DR

• Localise your keywords. Use British terms like “trainers” instead of “sneakers” and “nappies” instead of “diapers” for better search results.
• Incorporate subtle British wit and cultural references, like “Father Christmas” instead of “Santa Claus.”
• List measurements in centimetres, grams, and litres to meet UK expectations—no inches or ounces.
• UK shoppers love sustainability—mention “recyclable packaging” in bullet points and infographics.
• Focus on practicality and value rather than hard-sell language—UK customers prefer helpful, straightforward content.
• Add a touch of light and natural humour, but avoid anything too over-the-top or forced.

So, you’ve listed your products in the UK marketplace, or maybe you’ve transferred your US listings over using the Build International Listings (BIL) tool. If you think that’s it—job done, time to sit back, run some PPC campaigns, and watch the sales roll in—well, that’s a bit too American of you 😛

When countries change, so do the ways people speak, eat, and shop. What might resonate with shoppers in the US may fall flat in the UK. 

For instance, in the US, Thanksgiving is a major event that brands often capitalise on for promotions, but in the UK, this holiday doesn’t exist—so any Thanksgiving-themed marketing would be irrelevant. Instead, UK shoppers are much more attuned to events like Boxing Day sales.

Another example is language differences. Americans say “diapers,” but in the UK, they’re called “nappies.” So, if you’re marketing baby products, you’ll need to adjust your keywords to reflect local terminology. Similarly, “pants” in the US refer to trousers, but in the UK, “pants” means underwear—so, using the wrong term could cause some confusion!

Quick guide

• Tips to optimise your listing for Amazon’s UK marketplace 
  • Swap out your keywords for British terms
  • Play to UK-centric humour
  • Less about the sale, more about the value 
  • Highlight sustainability 
  • Leverage local cultural cues 
  • Use metric measurements

Tips to optimise your listing for Amazon’s UK marketplace

#1: Swap out your keywords for British terms

It’s not just about translating words; it’s about knowing how British people shop and what they search for. Take the word “sneakers” for instance—in the US, it’s a popular search term. But in the UK, nobody’s searching for sneakers, they’re typing in “trainers.” If you don’t know this, you’re missing out on UK traffic, plain and simple.

Even spelling matters. Words like “flavor” become “flavour” in the UK, and if you don’t use British spellings, your product might not even show up in searches. These small shifts, like using “trousers” instead of “pants,” make a huge difference because they tap into the way UK customers think and shop. You’re speaking their language—literally.

But it’s not just words. Cultural references matter too. If you’re marketing a holiday product, mention “Father Christmas” instead of “Santa Claus,” or adapt product benefits to local lifestyles, like focusing on rain-resistant jackets instead of sun hats. These tweaks might seem small, but they have a massive impact on how your product resonates with UK buyers.

Lesson? Don’t just translate—localise. It’s about making sure your product feels like it’s meant for the UK shopper, from keywords to tone to references. This is how you truly optimise your listings for the UK marketplace and working with Amazon SEO experts can help ensure that your listings rank and resonate effectively.

Here is a list of words that British people commonly use compared to their American counterparts:

#2: Play to UK-centric humour

The British have a unique sense of humour—understated, clever, and often dry. When you’re writing product descriptions for UK shoppers, you don’t need to be overly funny or dramatic. Instead, add a touch of wit that feels natural and easy.

For example, if you’re promoting a portable coffee maker, skip the over-the-top sales pitch and lean into something more conversational and witty: “Perfect for taking your brew anywhere, because we all know life’s too short for bad coffee.” It’s a simple way to connect with your audience without trying too hard.

British humour works because it’s smart and subtle. A small joke or relatable line makes your listing feel more human and less like a sales pitch. The goal is to make the product feel approachable while keeping it professional—no cheesy one-liners or forced humour needed.

#3: Less about the sale, more about the value

UK shoppers are all about practicality and getting real value for their money. They’re not fans of flashy, hard-sell tactics. So, instead of pushing overly sales phrases like “This is the best thing you’ll ever buy!”, focus on how your product will genuinely improve their everyday life.

For example, if you’re selling a vacuum cleaner, rather than saying “The most powerful vacuum ever!”, try something like “Effortlessly clean your home from top to bottom without the strain.” As per Amazon listing service providers, this shifts the focus from hype to how your product delivers real benefits, making it more appealing to the UK consumer.

It’s all about being straightforward, helpful, and focused on how your product can make their life easier or better. UK customers appreciate when you’re clear and honest, rather than trying to over-impress with exaggerated claims.

#4: Highlight sustainability

UK consumers are becoming increasingly eco-conscious, and their focus on sustainability is growing.

According to the Vegan Society, 32% of Brits believe the government should actively promote vegan and plant-based diets to combat the climate crisis. Additionally, the number of vegans in the UK surged by 1.1 million in just a year, bringing the total to 2.5 million people—about 4.7% of the population. With sustainability tied closely to veganism, UK consumers are looking for products that align with these values, especially in younger generations like Gen Z and Millennials.

To make an impact, it’s key to highlight these eco-friendly aspects without sounding preachy. For instance, use phrases like “doing our bit for the planet” to appeal to this mindset. It’s also smart to mention specifics such as “recyclable packaging” or “sustainably sourced materials,” but always back them up with concrete, verifiable details.

However, keep in mind that while you can’t mention “recyclable” or “sustainable” directly in A+ Content or Amazon Brand Story design (as Amazon prohibits environmental claims there), you can still emphasise these points in bullet points and infographics. 

This way, your listing stays compliant while tapping into what UK shoppers care about most—without missing a key selling point.

#5: Leverage local cultural cues

To really connect with UK shoppers, tapping into cultural references and customs is necessary. It’s not just about selling a product; it’s about showing your audience that your product fits naturally into their everyday lives. British shoppers respond well to familiar references, which makes them feel like your product is made for them.

For example, if you’re selling a kitchen product, you could say, “Perfect for preparing those afternoon tea snacks,” nodding to the UK’s love for tea time. Or for sports gear, ditch the word “soccer” and embrace “football”—because no one in the UK calls it soccer! 

A line like, “Ideal for that late-night football match,” connects instantly with the audience because it feels relevant and tailored to their experiences.

These small, thoughtful tweaks build a sense of trust and familiarity. UK buyers want to feel that the products they buy are designed with their culture in mind, not just copy-pasted from a US listing. It’s all about making that subtle, yet powerful connection that says, “This product gets me.”

#6: Use metric measurements

UK shoppers expect product specifications to be listed in the metric system—centimetres, grams, litres—not inches or ounces. It’s crucial to use metric measurements in your listings because UK customers will naturally be looking for this information when deciding whether your product fits their needs.

For example, if you’re selling a backpack, instead of listing its size as “18 inches tall,” say “45 cm tall.” Similarly, describe liquid volumes in litres, not gallons or quarts. For weight, make sure you’re using grams and kilograms, not pounds or ounces.

Why does this matter? Shoppers are more likely to skip over your product if they have to mentally convert measurements—and most won’t bother. Using metric units eliminates that friction, making your product listing feel familiar and accessible to UK buyers. It’s about showing attention to detail and speaking the customer’s language—literally.

See you next week

These tips will give you a strong starting point for tailoring your copy to the UK marketplace. Remember, small changes in language, culture, and measurements can make all the difference in connecting with your audience.

But if you need more specific advice or want to fully optimise your listings for the UK market, reach out to the Amazon experts at eStore Factory. Our UK-based team is here to guide you through every step, from keyword adjustments to cultural tweaks—so you can sell confidently and effectively in the UK!