Unlike Google SEO, which focuses on delivering information, Amazon SEO is designed around purchase intent. That means every part of your listing, from the title to the backend keywords, affects not only how many people see your product but also how often they buy it.
Here’s a more detailed guide that walks you through exactly how Amazon SEO works.
What Is Amazon SEO?
Amazon SEO means optimizing your product listing so that it appears higher in Amazon’s search results. When a shopper types a keyword, Amazon’s algorithm (A9, or its updated version A10) decides which products to display and in what order.
Amazon mainly looks at Relevance and Performance when ranking a product. If your listing includes the right keywords and performs well with clicks and purchases, you’re likely to get a higher placement. Most sellers hire an Amazon SEO consultant to manage their optimization since the process might get a bit complicated.
How the Amazon Algorithm Works
Amazon uses multiple signals to decide which products deserve top placement:
- Relevance Signals – Amazon checks whether the keywords a shopper types match what is in your title, bullet points, description, backend search terms, and A+ content. If you do not include the right keywords, your product will not appear in search results at all.
- Performance Signals – Amazon monitors how well your listing performs once it shows up. This includes click-through rate (CTR), conversion rate (the percentage of people who buy after visiting your listing), and sales velocity (how quickly your product sells).
- Customer Behavior – Amazon looks at how shoppers interact with your listing. If people click your product, stay on the page, and buy, it is seen as a good match. If they leave quickly without purchasing, your ranking may drop.
- Seller Authority – Amazon rewards sellers who keep their accounts healthy. This includes on-time deliveries, low return rates, positive reviews, and strong order defect metrics.
Keyword Research for Amazon SEO
Unlike on Google, where people often search casually, Amazon shoppers are usually ready to buy. If your listing does not include the exact terms people are searching for, you will miss out on sales. Here’s how to find the right keywords:
Amazon Search Bar Autocomplete
Start typing a keyword into Amazon’s search bar. The suggestions that appear are actual search terms used by shoppers. This is the simplest way to find high-demand keywords.
Competitor Listings
Look at the top-ranking competitors in your category. Study the titles, bullet points, and descriptions to see which terms they use consistently. These keywords are likely contributing to their visibility.
Amazon Brand Analytics
If you are brand-registered, you can access data on the most clicked and purchased search terms. This also shows market share and which brands dominate specific terms, giving you insights into what keywords to prioritize.
Third-Party Tools
Tools like Helium 10, Jungle Scout, and DataDive can show you keyword search volumes, ranking difficulty, and hidden keywords. For example, a competitor may rank for “portable juicer for travel” without having that phrase in their visible copy, simply because it is included in their backend keywords. If using tools is too complicated, you can always ask an Amazon SEO consultant to help you out.
Types of Keywords You Should Target
Primary Keywords
These are the most basic search terms that directly describe your product. For example, if you sell a yoga mat, the keyword “yoga mat” is the primary one. This should always appear in your title.
Secondary Keywords
These are variations that highlight specific product details like size, material, or features. For a yoga mat, examples would be “extra thick yoga mat”, “eco-friendly yoga mat”, or “yoga mat with strap.” These work best in bullet points and descriptions.
Long-Tail Keywords
These are more detailed phrases that get fewer searches but often have stronger buying intent. Examples for a yoga mat would be “non-slip yoga mat for hot yoga”, “yoga mat for beginners with carrying case”, or “travel-friendly foldable yoga mat.” Shoppers typing these in know exactly what they want and are usually closer to making a purchase.
Details Most Sellers Miss
- Amazon indexes not only titles and bullets but also backend keywords, A+ content image alt text, and sometimes even the Q&A and customer reviews. This means you should spread your keywords across all available fields.
- Amazon automatically recognizes singular and plural forms (like “mat” and “mats”), so you do not need both. However, spelling variations (e.g., “color” vs. “colour”) or regional terms need to be included separately.
- Pay attention to Search Frequency Rank (SFR). This is Amazon’s way of ranking keywords by popularity. The lower the number, the more searches that keyword receives compared to others.
How to Optimize Your Product Title
Your title is the single most important part of your listing for both SEO and shopper clicks.
Best practices for product titles:
- Always put your main keyword near the front of the title.
- Follow Amazon’s recommended format: [Brand] + [Product Type] + [Key Features] + [Size/Color/Variant].
- Include only essential details such as product type, size, material, and quantity.
- Stay within Amazon’s character limits (usually 150–200 depending on the category).
- Remember that on the mobile app, only about 80 characters are visible. This makes the first part of your title the most important.
How to Optimize Your Bullet Points
Bullet points highlight your product’s main benefits and features. They also provide more space to include keywords.
Best practices for bullet points:
- Use all five bullet points available.
- Include a mix of primary and secondary keywords naturally.
- Start each bullet with a capitalized benefit phrase (for example, Easy to Clean:).
- Keep sentences short and direct.
- Stay under 500 characters for each bullet point.
- Use numbers and measurements wherever possible (sizes, counts, run time, weight).
- Avoid filler words, exaggerated claims, and quotes from reviews.
Product Description and A+ Content
The description is your chance to explain your product in more detail, while A+ Content (available to brand-registered sellers) allows you to use visuals and extra modules to build trust.
Best practices for descriptions and A+ Content:
- Break your description into short paragraphs to make it easy to read.
- Use secondary and long-tail keywords naturally.
- Answer common buyer questions about dimensions, compatibility, care instructions, and included items.
- In A+ Content, use images, comparison charts, and storytelling. Don’t forget to add keywords to image alt text so they are indexed.
Backend Keywords
Backend keywords are not visible to shoppers but are still indexed by Amazon’s algorithm. They help you capture additional search traffic.
Best practices for backend keywords:
- Do not repeat keywords that already appear in your title, bullets, or description.
- Use alternative spellings, common misspellings, and foreign language terms.
- Keep them under 249 bytes (about 250 characters).
- Do not use commas; just separate keywords with spaces.
- Do not include competitor names, brand names, or subjective words like “best” or “cheap.”
Where Amazon SEO Fits Into Account Management
While keyword optimization is essential, it is only one piece of the larger growth strategy on Amazon. Many sellers use Amazon account management services to streamline the process. These services typically include end-to-end support—handling SEO, advertising campaigns, inventory planning, and performance monitoring. By combining strong listing optimization with ongoing account management, brands can ensure not only higher rankings but also sustainable sales growth and a healthier seller account.
Final Thoughts
Amazon SEO requires continuous monitoring and adjustments. We hope this guide will help you improve your visibility, increase conversions, and grow your sales.
If you are looking for an Amazon SEO consultant, Enso Brands can help you out. Our team goes beyond keyword research to manage every detail of your listings and advertising campaigns. Contact us today to see how we can help your brand succeed on Amazon.
