Amazon SEO Guide: How it works & how to improve it

An Amazon SEO guide with helpful tips. Because you need it to survive.

Think about it: 56% of U.S. consumers now start their product searches on Amazon, according to Jungle Scout’s Consumer Trends Report. 

Not Google. Not Walmart. Amazon.

Millions of eager shoppers, a platform built for selling, and your product sitting there, hoping to be found amidst a sea of competitors. 

That's the reality for many sellers on Amazon. It's not enough to simply exist in this digital rainforest. You need to carve a path, to clear a space, and to be seen.

Ready to turn shoppers into buyers? 

This guide will walk you through the key Amazon SEO strategies and optimization tips, from unleashing the power of keywords to crafting product pages that convert.

What is Amazon SEO?

Amazon search engine optimization (SEO) refers to strategies to improve product and brand visibility in the marketplace search results. 

By understanding how Amazon's algorithm works and what customers are searching for, you can optimize your product listings to rank higher and attract more potential buyers.

Forget algorithms for a second, though. 

Do you remember the last time you bought something online? 

Chances are, you found it quite quickly because someone did the work: the right keywords, the compelling description, the photos that made you click "Add to Cart" without hesitation.

There are no tricks or hacks involved here. It’s a matter of studying how Amazon works, learning its language, and leveraging it to make your listings impossible to resist for both shoppers and Amazon's search engine.

How does Amazon search work?

When customers search for a product on Amazon, they find endless options. 

But how does Amazon SEO decide which items to show first? 

It all boils down to a sophisticated algorithm (called A9, but more on that soon) designed to connect shoppers with the most relevant and desirable products.

Understanding the anatomy of Amazon's search result page is key to grasping how the search engine operates:

• Search bar: this is the starting point for every customer journey. They input their desired product or keywords here
• Search filters: these filters are located on the left-hand side of the page and allow customers to narrow down their search based on specific criteria like price, brand, reviews, and more
• Sponsored products (ads): paid placements appear at the top of the search results and throughout the page. While they can boost visibility, they don't replace the need for organic ranking
• Organic search results: these listings appear based on Amazon's A9 algorithm, which prioritizes relevance and performance. Your goal is to rank high organically to maximize visibility and drive sales without relying on paid ads

What is Amazon's A9 algorithm?

The A9 algorithm powers Amazon's search results. It uses machine learning and data analysis to understand user behavior, preferences, and buying patterns. 

This system ensures that the most relevant and valuable products are shown to customers based on their searches and previous interactions in the marketplace.

For Amazon sellers, understanding A9 is paramount. By aligning your optimization strategies with its principles, you can improve your chances of ranking higher, attracting more customers, and boosting sales.

Amazon SEO ranking factors: relevance and performance

A9 prioritizes two primary factors when ranking products:

• Relevance: how closely your product listing matches a customer's search query. It encompasses elements like:some text
  • Keywords: using relevant keywords in your product title, bullet points, description, and backend keywords
  • Category and subcategory: accurately categorizing your item to ensure it appears in the correct search results
  • Product information: providing complete and detailed information to satisfy customer queries
• Performance (sales velocity): how well your product sells on Amazon. This indicates to A9 that your offering is in demand and desirable to customers. Key performance metrics include:some text
  • Sales history: a consistent track record of sales signals to A9 that your product is popular
  • Conversion rate: the percentage of customers who view your listing and make a purchase. A high conversion rate indicates a compelling and persuasive listing
  • Customer reviews: positive reviews build trust and credibility, influencing purchase decisions and boosting rankings

How to improve SEO on Amazon?

Now that you understand the power of the platform’s algorithm and its focus on relevance and performance, let's explore strategies for Amazon product listing optimization to meet these crucial ranking factors.

1. Conduct keyword research

Keywords are the terms and phrases customers use when searching for products on Amazon. 

By identifying and targeting the right keywords, you ensure your products appear in relevant search results, connecting you with shoppers seeking what you offer.

Imagine trying to find a needle in a haystack – that's what it's like for your product on Amazon without keyword research. 

When you know which keywords customers use to find items like yours, you can strategically incorporate them into your listing and guide Amazon's algorithm to showcase your product to the right audience.

Here’s a simple guide to conducting keyword research for Amazon SEO:

Tap into Amazon's search box

Start your keyword exploration right at the source – the marketplace search bar. 

Type in a word, any word related to your product. 

See what pops up? Those suggestions? 

Those are your people, whispering their needs. Write them down.

Spy on your competition

Look at their top-performing product listings and analyze the words and phrases they use in their titles, bullet points, and descriptions. 

Identify any relevant keywords they might be ranking for that you haven't considered.

Use SEO tools

Dedicated tools can take your keyword research to the next level. Sonar, Helium 10, and Jungle Scout provide in-depth data on keyword search volume, trends, and competition. 

Amazon's Product Opportunity Explorer can help you uncover top search terms and analyze customer search volume trends.

Long-tail vs. short-tail keywords

Keywords are the language of Amazon SEO. 

But it's not just about single words. 

Understanding the difference between short-tail and long-tail keywords is crucial for crafting a winning strategy:

Short-tail keywords

These are the broad strokes, the general terms that cast a wide net. Think "coffee maker," "yoga mat," or "bluetooth speaker." High traffic, but also high competition.

Long-tail keywords

This is where things get specific on a particular need. Imagine "stainless steel coffee maker," "eco-friendly yoga mat," or "waterproof bluetooth speaker with extra bass." Lower search volume, but those searching are closer to hitting "Buy Now."

A successful keyword strategy incorporates both types. You should target short-tail keywords in your product title and main bullet points while using long-tail keywords in your product description and backend keywords.

2. Optimize your product titles

Product titles are the perfect place to showcase the primary keywords you uncovered during your research. These are the terms your target customers use to search for products like yours.

But simply stuffing keywords into your title won't do the trick. You need to strike a balance between keyword Amazon SEO optimization and readability.

Imagine yourself as a shopper browsing for a specific product. 

What information would you want to see at a glance? 

Here's a breakdown of the elements to include in your title:

• Product type: clearly state what your product is
• Brand name: if you have a recognized brand, include it to build trust and attract loyal customers
• Descriptive information: highlight attributes like color, size, quantity, or material

For example, instead of a generic title like "Drip Coffee Maker," consider a more informative and keyword-rich option:

• Improved: “Hamilton Coffee Maker, 12-Cup, Auto Shut-Off, Stainless Steel”

This title not only includes relevant keywords but also provides valuable information about the brand (Hamilton), product type (coffee maker), capacity (12-cup), key features (auto shut-off), and material (stainless steel).

While Amazon allows up to 200 characters in product titles, brevity is key. 

Aim for a title length that displays well across all devices and avoids truncation. 

A good rule of thumb is to keep your title under 60 characters.

Don't try to cram every possible keyword into your title. Focus on the most relevant and high-impact terms. 

You'll have opportunities to incorporate additional keywords in other sections of your Amazon product listing optimization.

3. Highlight benefits with bullet points

Most online shoppers are skimmers. They scan web pages, looking for important information that catches their eye. 

That's where bullet points come in.

The product's bullet points are your opportunity to highlight the most compelling features and benefits in a concise and digestible format. They should entice potential customers to keep reading and learn more about why your product is the perfect solution for their needs.

Benefits over features: what's in it for them?

It's tempting to fill your bullet points with a laundry list of technical specifications and features. 

But remember, customers are more interested in what your product can do for them, not just what it is.

Focus on the benefits of each feature. Avoid just stating "Water-resistant material," and translate that into a tangible benefit: "Keeps your belongings safe and dry, even in unexpected showers."

Keyword integration: natural and effective

While highlighting benefits is crucial, don't forget about keywords. 

Naturally incorporate relevant keywords into your bullet points and maintain a conversational tone. 

Avoid keyword stuffing, making your listing sound spammy and off-putting to potential buyers.

Readability is key: short, sweet, and scannable

Keep your bullet list short, sweet, and to the point. Use concise sentences or even phrases to convey information quickly. 

Use bolding or capitalization to highlight benefits or keywords, but don't overdo it.

As an example of these Amazon SEO optimization tips, let's say you're selling a stylish, functional weekender bag. 

Here's how you might transform dry features into compelling, benefit-driven bullet points:

Instead of this:

• Durable canvas material
• Spacious main compartment
• Dedicated shoe compartment
• Multiple interior pockets
• Detachable shoulder strap

Imagine this:

• Built to last, adventure after adventure: crafted from rugged, water-resistant canvas that can handle any journey
• Pack it all In (and then some): a cavernous main compartment swallows up clothes, gear, and everything you need for a weekend getaway
• Keep those kicks contained: a dedicated shoe compartment keeps your footwear separate and easily accessible
• Organization is key (and easy): multiple interior pockets keep your essentials organized and within easy reach
• Carry it your way: a detachable, adjustable shoulder strap provides versatile carrying options

By following this Amazon SEO strategy, you can transform your bullet points from a mere list of features into a persuasive sales pitch that resonates with potential customers and encourages them to click that "Add to Cart" button.

Strategizing your finances is just as crucial as optimizing your product listings. 

Explore the pros and cons of 7 different financing options for Amazon sellers to find the best fit for your business.

4. Create compelling product descriptions

While your product title and bullet points capture initial attention, your description is where you can shine. 

It’s like a mini-sales page, a blank canvas where you can paint a vivid picture of your product's value and connect with potential customers on a deeper level. 

It's your opportunity to go beyond basic features and benefits, weaving in compelling storytelling, valuable product details, and a strategic blend of keywords to maximize visibility and drive conversions.

Craft a captivating story

Think back to your buyers. What are their pain points? What are their aspirations? 

Use the description to tell a story about how your product solves their problems and improves their lives.

• Introduce your brand: share your brand's story, values, and what makes your products unique. Are you about sustainability? Luxury? Affordability? Let your brand personality shine through
• Highlight the problem: emphasize the pain points your target audience experiences. Do they struggle with uncomfortable headphones? Bags that fall apart? Make them feel seen
• Present your product as the solution: showcase how your product addresses those pain points. Explain how its features translate into tangible benefits for the customer
• Paint a picture of benefits: use vivid language and sensory details to help customers envision using and enjoying your product. Make them imagine the comfort of your headphones, the ease of using your bag, or the joy it will bring

Dive into the details and satisfy information-hungry shoppers

Your bullet points provide a snapshot of key features, but your product description is the place to expand on those details and provide the in-depth information that many shoppers crave. 

This is where you can address common questions, alleviate concerns, and build confidence in your product.

Consider including specifics about:

• Materials
• Colors
• Quantities
• Sizes and dimensions
• Care instructions
• Warranty information

Don’t repeat keywords

If you've used a specific keyword phrase once in your bullet points or product description, you don't need to repeat it verbatim. 

For better Amazon SEO optimization, focus on using variations of your target keywords, synonyms, and related terms. This improves readability and helps you target a wider range of relevant search queries.

Let's say you're selling a "running armband" for smartphones on Amazon. 

Here's an example of how you can avoid keyword repetition while still incorporating relevant terms:

• Bullet point 1: securely hold your phone while you run with our comfortable and adjustable armband
• Bullet point 2: stay cool and dry with the breathable, sweat-wicking material of our workout armband
• Description: enjoy hassle-free workouts with our lightweight and ergonomic phone holder. Designed for active individuals, our armband keeps your device secure and accessible

The text flows more naturally and is easier for potential customers to understand. By using variations, you target a wider range of related search terms, and customers are more likely to engage with content that feels authentic and informative rather than keyword-stuffed.

Need more tips on Amazon product listing optimization? 

Watch the video below to learn best practices for crafting each element of a product detail page in the Amazon store:

Intro to product detail pages

5. Add backend keywords

While the Amazon SEO optimization strategies we’ve seen so far – crafting compelling product titles, writing persuasive bullet points, and weaving keyword-rich descriptions – are essential for attracting customers, they represent only half the battle. 

Lurking beneath the surface lies a powerful tool that can amplify your product's visibility and drive organic traffic: Amazon backend keywords.

These hidden keywords, invisible to shoppers browsing your listing, provide crucial context and relevance cues, ensuring your product appears in front of the right customers at the right time.

The process for uncovering backend keywords mirrors your strategies for general Amazon keyword research. Research and brainstorm the terms you would use to search for your product. 

Consider variations, synonyms, and longer, more specific phrases. 

How to add backend keywords to Amazon?

Once you've compiled a list of relevant keywords, it's time to integrate them into your backend:

• Access "Manage Inventory": log in to your Amazon Seller Central account, go to "Inventory," and select "Manage All Inventory"
• Locate your listing: find the product you want to optimize and click "Edit"
• Navigate to "Keywords": click on the "Keywords" tab within the editing interface
• Populate the "Generic Keyword" field: this is where you'll input your backend keywords

Backend keyword Optimization: Dos and don'ts

Now it's time to optimize your backend. Follow these best practices.

✅ The dos:

• Embrace variety: expand your reach by including synonyms, spelling variations, common abbreviations, and alternate names for your target keywords. For example, target "phone case," "phone cover," "mobile phone protector," and even relevant slang or shortened terms
• Prioritize logical order: structure your keyword phrases naturally, reflecting how people search. Instead of "grill gas portable propane," opt for "portable propane gas grill" for better relevance
• Space is your friend: separate individual keywords with a single space. Avoid commas or other punctuation, as they can confuse Amazon's algorithm
• Case doesn't matter: don't worry about capitalization. Amazon's search engine is case-insensitive, so using all lowercase letters is acceptable

❌ The don'ts:

• Respect the character limit: Amazon imposes a strict 250-byte limit for backend keywords. Exceeding this limit can prevent your changes from being saved and hinder keyword indexing
• Avoid repetition: each keyword should appear only once. Repeating keywords doesn't improve your ranking and wastes valuable space
• Exclude brand names and ASINs: don't include your brand name, competitor brand names, or ASINs (Amazon Standard Identification Numbers) in your backend keywords – Amazon automatically associates these with your product listing
• Steer clear of stop words and redundancy: words like "a," "an," "and," "by," "for," "of," "the," and "with" are considered stop words and don't contribute to search relevance. Similarly, choose either the singular or plural form of a keyword, not both
• No temporary statements or subjective claims: avoid time-sensitive terms like "new," "on sale now," or subjective claims like "best," "cheapest," or "amazing." These can harm your listing's performance over time and violate Amazon's guidelines

Finally, keep monitoring your listing's performance, analyze data, and make adjustments to stay ahead of the competition and maximize success with your Amazon SEO strategy.

6. Optimize your images and videos

We know, "a picture is worth a thousand words" is about as cliché as it gets. 

However, on Amazon, where shoppers rely on visuals to make purchasing decisions, high-quality product images can be worth a thousand "Add to Cart" clicks.

Your images are your chance to showcase your product from every angle, highlight its features and benefits, and create an irresistible visual experience for potential customers.

Main image: Make a strong first impression

Your main product image is the first thing customers see in search results and on your page. 

It needs to grab attention and accurately represent your product.

• Clear and centered: the product should be the focal point, centered against a pure white background
• High quality: use sharp, well-lit images that showcase the item's details
• No text or graphics: the main image should only show the product itself, without any additional text, logos, or watermarks

Additional photos: tell your product's story

Use additional images to provide different perspectives, highlight features, and demonstrate benefits.

• Multiple angles: show the product from various angles (front, back, sides, top, bottom)
• Lifestyle images: showcase the product in use to help customers visualize it in their own lives
• Close-ups: highlight essential details, textures, or craftsmanship
• Infographics: use text and graphics to explain features, benefits, or how to use the product

Image optimization: enhance visibility and performance

• File names: use descriptive file names that include relevant keywords for Amazon SEO (e.g., "leather-laptop-backpack-brown.jpg")
• Alt text: add alt text to your images to provide textual descriptions for search engines and visually impaired users
• Image compression: reduce image file sizes without sacrificing quality to improve page load speed

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7. Adjust your pricing strategy to boost sales

You've meticulously crafted the perfect title, bullet points, and description.

You've invested in stunning images and chosen your backend keywords. 

But your Amazon product listing optimization journey isn't complete without addressing a crucial yet often overlooked element: your pricing strategy.

Remember how we discussed Amazon's A9 algorithm prioritizing products with a proven sales track record and positive customer engagement? 

Your pricing strategy directly influences those key ranking factors. 

A compelling price can be the deciding factor that encourages a purchase, boosting your sales velocity and signaling to A9 that your product is in demand.

A successful Amazon product listing doesn't just attract clicks; it converts those clicks into sales. 

Pricing plays a pivotal role in that conversion process.

Factors to consider when pricing your product on Amazon

The goal is to find a price point that is profitable for your business and enticing potential customers. 

It's a delicate balancing act, but by carefully considering various factors, you can land on a pricing strategy that maximizes your bottom line and Amazon SEO performance.

There's no magic formula for product pricing, but here are key elements to consider:

• Cost of goods sold (COGS): this is your baseline. Calculate all direct costs of producing or sourcing your product, including materials, manufacturing, and labor. It’s essential for understanding your profitability and managing your cashflow
• Amazon fees: don't forget to factor in Amazon's referral fees, fulfillment fees (if using FBA), and any other applicable selling fees
• Desired profit margin: determine your target profit margin for each product. This will vary depending on your business goals and industry standards
• Competitor pricing: research the pricing of your direct competitors. Are they undercutting you? Are they positioning themselves as a premium option?
• Market demand: assess customer demand and willingness to pay for your product. Is it a high-demand, low-supply item? Or is it a more niche product with less competition?
• Value proposition: consider your product's unique value and benefits compared to competitors. Are you offering superior quality, features, or customer service?

Fuel your Amazon business with smarter financing

And there you have it – the building blocks of a high-converting, search-optimized Amazon listing. From crafting a compelling product title that stops scrollers in their tracks to pricing your product for maximum visibility and profitability, each element plays its role in capturing attention, building trust, and ultimately driving sales.

But what about fueling that growth? Sometimes, even the most optimized listing needs a little financial boost to reach its full potential. When it's time to scale, don't let cashflow be your bottleneck.

Stenn offers revenue-based financing – a smarter way to fund your Amazon ambitions. 

No soul-crushing paperwork, no waiting around for banks to catch up to the speed of your eCommerce business. 

Get the capital you need now and repay it as a percentage of your future sales.

Your next best-seller product on Amazon is waiting. Unlock the potential with Stenn.

Amazon SEO FAQs

How to rank organically on Amazon?

Organic ranking on Amazon is a combination of optimizing your listing (keywords, images, content), securing positive reviews, and driving sales. The more sales you make, the more Amazon's algorithm rewards you with better visibility.

What is Amazon’s Featured Offer, and how does it work?

Previously known as the "Buy Box," the Featured Offer is the product listing Amazon's algorithm selects as the default option when a customer clicks "Add to Cart." Winning this coveted spot can significantly impact your sales, and Amazon considers various factors when choosing a winner, including your pricing, fulfillment method, seller rating, and inventory levels.

How is Amazon SEO different from Google SEO?

While both aim for visibility, their end goals differ. Google wants to answer user queries with the most relevant information, while Amazon prioritizes conversions – turning shoppers into buyers. This means Amazon SEO focuses on sales-driven factors like conversion rates, positive reviews, competitive pricing, and keyword optimization.

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