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An Overview of Amazon Product SEO

As many a seller has learned, Amazon product SEO is a completely different from Google SEO. In the early years and even as Amazon A9 changes, sellers often find themselves groping to catch up and figure out how to do Amazon product SEO the right way.

Basically, improving product visibility on Amazon is about knowing the Amazon customer. You need to know how customers use Amazon’s search feature, and where they’re at in the funnel when they start. It has a lot to do with how the A9 algorithm recognizes keyword matches and subsequently generates organic rankings on the site.

Here’s how you need to do Amazon product SEO to get your product to show up when someone is looking for it on Amazon.

Understanding A9

The A9 algorithm was built for the Amazon customer. It focuses not on providing all kinds of information like Google does, but on finding the best products to buy at the lowest prices. This is what Amazon customers want to see, and what Amazon wants to show them so they buy more. It’s all about sales, so conversions power your success with Amazon product SEO more than anything else. Good reviews and what fulfillment method you use are also factors, but sales is always the deciding one.

Researching Keywords

Amazon's A9 search keywords optimizationAmazon-appropriate keyword research is a vital first step towards preparing your listings for search. Relevant keywords are the best way to boost your organic rankings, and have a good shot at gaining the coveted Best Seller badge.

Amazon customers are rarely just browsing. They are ready to buy, and they often already know more or less what they want when they conduct their searches. Focus, therefore, on keywords that talk about product features and benefits – what customers would type in if they were looking specifically for what you’re selling and not trying to figure out what thingamajig would serve this or that purpose. Focus on helping them find exactly what they’re looking for quickly, and they will find your product.

You can use one of several Amazon product SEO research tools, but remember that no single tool will give you everything that you need, or return perfectly accurate results. The A9 algorithm is a highly guarded Amazon secret, so any third-party tool can only really make educated guesses about what keywords would work well. If you do use a tool, make sure that it’s designed for Amazon, and keep relevance in mind so you’re not blinded by high search volumes as you go through the results.

Optimizing Listings

This is the most important part of Amazon product SEO in terms of getting traffic to your listings. It starts with having great keywords, but you need to place them strategically to get the maximum effect.

The best advice we can give about optimizing is that this is not a one-time deal. You must treat it as an ongoing process of Amazon product SEO that requires periodic monitoring and tweaking. Customers change. Amazon changes. The competition changes. So you need to change to remain relevant by updating your listings to keep in line with the trends or risk falling behind – and quite quickly at that.

In addition, you may not already know which keywords are really working for your listing. You need to analyze the results and reoptimize to give the best performing search terms more prominent positions in your listing to boost visibility and sales.

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Here are the listing keyword placements in order of most to least valuable:


Reserve this area for the most highly relevant keywords. Remember, however, to keep the title readable and avoid strings of words that are uncomfortable to read. Your title should flow naturally, so balance that with keyword insertion.

Bullet Points

This area should contain the most relevant keywords that you found focusing on the product’s benefits and features, using the product, and other similar details, like what it’s made of. Your text can be composed of phrases, which makes adding keywords easier, but remember to keep it easy to read from start to finish. Also note that there’s no need to repeat single keywords since A9 does not concern itself with quantity.

Backend Search Terms

This is where you can stuff in all those other keywords that didn’t get into the title or bullet points. For instance, you might have highly searched variations that would look awkward in your title or bullet points, or misspellings and colloquial terms that would not look good on your listing.

Only include keywords that are still relevant to your product. Otherwise, your product will show up for searches but not convert, which will hurt your conversion rating and your ranking. There’s a 250 character limit, so choose wisely if you have a ton of leftover keywords. Add the greatest number of single, unique words that you can, in order of awesomeness.

Product Description

Contrary to popular belief, this area is less prominent than the backend. It is visible to customers, so you have to think carefully about how you compose the text. In terms of Amazon product SEO, however, just add appropriate keywords where it makes the most sense. Your focus here is to provide all the information that customers need to know about the product to be persuaded to buy it.

Choosing Images

Amazon's search terms image optimization

Images on Amazon have nothing to do with keywords, but they have a lot to do with conversions. They are the most attractive elements on any listing, followed by the product title. Better images will therefore increase your click-through rates and improve your conversion rates. This will in turn impact your Amazon product SEO since sales is the weightiest element in determining your ranking.

Make sure that you have uncluttered and vividly clear images that show every detail of your product from all angles. Customers want to know exactly what they’re buying. Leave them with no questions or doubts and they will buy your product. They trust Amazon’s suggestions and will not waste time browsing if what you have satisfies them.

Using Reviews

As mentioned above, reviews also play a part in Amazon product SEO. Customers look at reviews to help them make purchase decisions, which will affect your conversion rate and your ranking. If you have done all you can to provide a quality product and you still get poor reviews, all is not lost. Make sure that you respond to reviews promptly and politely. Interact with your customers to do what you can to resolve their issues so that they will be encouraged to change their rating. If you are having shipping issues and are using FBA, letting customers know and alerting Amazon can help a great deal.

Using Amazon PPC

PPC is a good way to boost your sales and therefore your Amazon product SEO. It is very helpful for new products that have no track record, and also to give others a nice push when things get slow. PPC is not a simple things, however, so tread lightly here. Whenever possible, hire an expert to help you with sponsored products keyword research and campaign management, or read up on using the platform before you run any campaigns.

Final Thoughts

Having the right keywords in the right places on your listings are the main Amazon product SEO strategy, but they aren’t the only way to boost your visibility. Here are three final areas that you can put some effort into to get you climbing the ranks and selling more.

Julia ValdezAn Overview of Amazon Product SEO
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