Free ecommerce store audit: the 25-point checklist

How to run this audit, step by step

Step 1 — Pick two listings. Choose your best seller and the listing with the most traffic but the weakest sales. Auditing those two side by side shows you both what is working and what is leaking.

Step 2 — Work top to bottom. Go through the five areas in order: title and keywords, images, bullets and A+ Content, pricing and reviews, then backend search terms and PPC. Do not skip ahead — a brilliant image gallery cannot rescue a listing shoppers never find.

Step 3 — Score honestly. Mark each check pass or fail as it is today, not as you intend it to be next month.

Step 4 — Fix in impact order. Start with whatever blocks the sale entirely — wrong category, suppressed listing, uncompetitive price — before polishing wording. One structural fix usually beats ten cosmetic ones.

Step 5 — Re-check after changes. Give edits time to take effect, then run the same 25 points again and compare scores.

What the 25 points actually check, area by area

Title & keywords. Your title has seconds to do two jobs: match the search terms buyers actually type, and read clearly enough that a human taps it. The checklist tests keyword placement, readability and compliance with category style rules.

Images. Shoppers cannot touch your product, so images carry the sale. We check the six-image framework — hero, lifestyle, infographic, dimensions, comparison and brand story — plus zoom quality and mobile legibility.

Bullets & A+ Content. Features describe the product; benefits sell it. The audit checks whether your bullets answer the questions and objections in your reviews, and whether A+ modules add information instead of repeating the gallery.

Pricing & reviews. Price only works in context: against the Buy Box, your competitors and your own fee stack. We look at rating thresholds, review velocity and whether your price still leaves a margin after every marketplace cost.

Backend & PPC. Backend search terms are invisible shelf space — wasted or duplicated terms are wasted reach. The PPC checks look at whether ad spend supports profitable terms or quietly subsidises listings that would not convert on their own.

Who this audit is for — and who should skip it

This checklist is built for sellers with live listings that get traffic but under-deliver on sales, and new sellers who want to launch on solid foundations. If you have not chosen a product yet, start with product research instead — our guide to Amazon product research is the better first step. And if your account itself is restricted or at risk, fix account health first: our article on avoiding an Amazon suspension explains why listing work comes second.

Mistakes sellers make when they audit themselves

The most common mistake is auditing everything at once and finishing nothing — twenty half-fixed listings perform worse than two fully fixed ones. Second is changing five things at once, which makes it impossible to know what moved the needle. Third is trusting memory over the listing as shoppers see it: always audit the live page, on mobile. Finally, many sellers audit once and never again. Listings decay — competitors improve, fees change, reviews shift — so treat the audit as a recurring habit, not a one-off rescue.

Turn your findings into numbers

An audit tells you what looks wrong; calculators tell you what it costs. Before you reorder stock or change a price, run the listing through our Amazon FBA profit calculator to see the true per-unit margin, and the break-even calculator to see how many units a fix needs to sell to pay for itself. Selling on more than one marketplace? The eBay fee calculator and its Walmart, Etsy and TikTok Shop equivalents live on the same free seller tools page. For the thinking behind two of the biggest audit areas, read our guides to reducing Amazon PPC ACoS and winning the Amazon Buy Box.

Free audit FAQ

Is the Amazon audit really free? Yes. The 25-point checklist is a free instant download — no credit card required. It covers the same checks our team runs on managed accounts: title, images, bullets, A+ content, pricing, reviews, backend keywords and PPC health.

What does the 25-point checklist cover? Five checks each for title, images, bullets and A+ content, pricing and reviews, and backend search terms plus PPC health. Work through all 25 and you will know exactly which parts of your listing are costing you sales.

How long does the 25-point audit take? Most sellers work through all 25 checks in under an hour for a single listing. Budget longer if you are auditing a full catalog — we recommend starting with your best seller and your worst converter, because those two listings teach you the most.

Does the checklist work for eBay, Walmart, Etsy and TikTok Shop too? The checklist was built around Amazon listings, but most of it — titles, images, pricing, reviews and fee awareness — translates directly to other marketplaces. For marketplace-specific numbers, pair it with our free seller calculators for eBay, Walmart, Etsy and TikTok Shop.

I completed the checklist — what next? Fix what you can yourself, then book a free consultation with Team ZAXIUS. We will review your listing against the checklist, point out anything you missed, and map the fastest route to better conversion — with no obligation.

Does ZAXIUS also do the audit for me? Yes. The checklist is the do-it-yourself version. Our managed services include a full done-for-you audit plus ongoing listing optimization, PPC management and account health monitoring — see the ecommerce management service and packages pages for details.