Amazon is one of the leading e-commerce platforms in the world and is considered a mammoth among other competitors. Amazon accounts for 39.5% of total e-commerce sales in the world in 2022 with a yearly sales revenue of 70 billion dollars.
From a seller’s point of view, Amazon might be a goldmine to attract customers. But with its popularity comes great competition. Amazon has an inventory of 6 million sellers around the world. If you are a seller wanting to sell your products on Amazon, you’d want to make sure your product listings stand out from the crowd and make yourself visible to potential buyers.
In this article, let us take a deeper look into the Amazon A9 algorithm and the best Amazon SEO practices to make your products stand out from the crowd.
In this article, you’ll find:
- How does Amazon’s Algorithm Work?
- What is Amazon Search Engine Optimization?
- 7 Amazon SEO Best Practices
- 5 Amazon SEO Tools You Need for Product Optimization
- Amazon SEO Mistakes to Avoid
- Frequently Asked Questions
- Wrapping Up
- Related Reads
How does Amazon’s Algorithm Work?
It is necessary to tailor your content to the customer’s search and intent so that your product appears on top of the search engine results page.
This ability to understand the user’s queries, intent, and preferences happens with the help of an algorithm. This is the same principle used in Google and Bing search engines.
As a seller, understanding the Amazon algorithm is crucial.
Amazon’s current A9 algorithm is similar to the Google algorithm which shows you results that are most relevant to the user query. However, Amazon’s A9 algorithm puts a strong emphasis on content relevance and conversion rates.
Your product title, product description containing relevant keywords, brand name, and backend keywords help Amazon find the right products based on user search queries. Also, your product listings, click through rate, conversion rate, and reviews are equally important for your product to rank higher.
Recently, experts are identifying certain changes to the Amazon A9 algorithm. This is unofficially termed the “A10 algorithm”. However, this puts a greater focus on understanding the user intent and generating Amazon organic traffic.
These factors become the key for the Amazon search algorithms to decide which product the user is likely to buy.
What is Amazon Search Engine Optimization?
Search engine optimization is an important part of any online platform that curates content to be more in line with the platform’s standards to drive Amazon product discovery and Amazon organic traffic.
Amazon SEO is the process of engaging in Amazon listing content optimization so that it ranks higher on the search page and helps towards better conversion rates. This means optimizing your title, description, product image, and other details relating to the Amazon product discovery so that your Amazon product discovery is more relevant to the keywords and user’s search intent.
7 Amazon SEO Best Practices
So far, we saw how the Amazon SEO algorithm works and the factors involved in displaying the most relevant products to potential buyers. Now we’ll look at how to make your product listings stand out.
1. Optimize Product Titles
Product titles are the first thing the user sees when they search for your product and an important Amazon ranking factor for Amazon search results.
Optimizing your Amazon product titles is similar to optimizing your titles for a webpage in Google. According to Amazon SEO standards, the title can have a length of 200 characters.
It is important to curate your title in such a way that all the essential details about the product are readily available to the user without having to browse or use Amazon search terms through the product descriptions.
An effective product title must contain:
- Brand Name / Seller Name
- Detailed Product Name
- Color
- Size
- Quantity
- Any Additional Special Features
It is important to include the necessary information at the start of your title and relevant keywords if possible. Also, make sure to optimize the title for Amazon visibility on both desktop and mobile interfaces.
Making use of the product title effectively raises your Amazon product discovery and increases your click through rate.
2. Make Use of Proper Keywords
Keywords are also a vital part of every SEO strategy because they help understand the trends and user perspective. This process starts with Amazon keyword research
Just like keywords play an important role in Google search engine optimization, Amazon search engine optimization also requires the use of the right keywords to make your products stand out.
The first step to using relevant keywords starts with Amazon keyword research. You can conduct Amazon keyword research by analyzing your inventory and making a list of phrases that are suitable for your product. Next, make use of the Amazon search terms option.
For example, if you are selling a shoe. Go to the Amazon search box and type in “shoe”. It shows you related keywords like “shoes for men” or “shoes under $100”. That is, Amazon shows you the relevant keywords and phrases that a user commonly searches for.
For advanced research, you can use tools and websites specifically designed for Amazon keyword research like SimilarWeb or Ahrefs.
3. Use High Quality Product Images
People tend to believe what they see more than what they read. Hence, high quality images are an indispensable factor to grab the attention of the user and boost your product’s click through rate.
Since the buyers cannot physically feel the product, high quality product images help the user get a clarity of the product.
Create your product images by photographing your product from every angle and side so that the dynamics and the plane gives a 360′ view of the product. More importantly, use a clear white background with proper lighting and solely focus on the image.
While adding the images to your Amazon product listings page, make sure to add high-resolution images so that the user can zoom in and check your product for additional features.
In addition to the product images, Amazon also lets you use usage clips and videos to showcase your product which will greatly enhance its credibility.
4. Curate Clear Product Descriptions
After successfully making your product visible in the search rankings, next comes the need for the product detail page.
This product detail page appears after the user clicks on your product with the intent to know about it. You can make the most out of this page by effectively embedding important Amazon keywords and detailing your product description to the user.
While adding the product description, try to describe the product from the user’s perspective. For example, if you are selling a bike cover, remember to add the necessary details like the material of the cover, water-resisting capabilities, and wear and tear strength. These are some aspects that the user will look for when they want to buy your product.
Try to make your product description more detailed by adding subheadings and bullet points. This will make the user understand your product features without much difficulty.
The product description is also a great place to embed long tail Amazon keywords without making the content seem too stuffed. However, tempting it may be, take precautions not to account for keyword stuffing as they will have a negative impact on your Amazon search ranking factors.
5. Competitive Product Pricing
Since Amazon’s A9 algorithm takes the conversion rates as a primary Amazon ranking factors, pricing is an important element that influences the user’s decision to buy a product.
Most users compare the product pricing between different retailers before deciding to buy that product. If the price of your product is high, the product might not make it to the customer’s cart. On the other hand, a lesser price will not get you enough profit.
The only way to handle this is by maintaining competitive pricing on par with other dealers. And if you are charging higher, have a clear reason in the product description.
6. Usage of Backend Keywords
Unlike Google SEO which works on the front-end usage of Amazon keywords, Amazon search engine optimization has a section to add keywords to enhance your product on Amazon search result placement. This section is not visible to the user.
Amazon’s product listing content optimization page has five lines where you can add the Amazon backend keywords that are relevant to your product, and these do not have to be grammatically correct. For example, if you are selling shoes, you can add Amazon keywords like “running shoes men”, “mens running shoes” and “men running shoes”.
There are some important aspects to remember when using Amazon backend keywords:
- Do not repeat words
- Do not include commas.
- Include similar words or synonyms from the user’s perspective.
- Avoid quotation marks.
- Do not add additional adjectives like “cheap” or “best”, rather focus on describing the product.
7. Leverage Your Amazon Reviews
The way a customer feels toward your product is also another factor to influence the buyer’s decision. Other customers tend to accredit your product and recommend it to others when they are satisfied with themselves.
Also, the amazon algorithm supports the product which has better positive reviews and makes them rank higher.
So, how do we get these Amazon reviews? On one hand, a customer leaves a review when they are really satisfied with your product. In other cases, engaging with them by solving their queries will make them leave a review based on your hospitality.
However, it is better to send a follow-up mail and ask about their reviews and concerns. Also, reviews from a verified purchaser go a long way compared to reviews from an unverified buyer.
This being the case, Amazon has taken measures to turn down and ignore any fake reviews from showing up on the product website page.
If your product has more negative reviews, try to identify the cause and correct them.
Bonus Tip
Make Use of Fulfillment By Amazon
According to Amazon, “Fulfillment by Amazon (FBA) is a service that allows businesses to outsource order fulfillment to Amazon”. This means that, as a business, you can send products to Amazon fulfillment centers and Amazon takes care of the shipping. They also provide customer service and take care of returns.
This is especially much cherished among customers as this facilitates better services and faster delivery.
Wait. How can this help my search ranking? Taking all the above-mentioned points like conversion rate, sales rate, better services, and positive reviews into account, using Amazon FBA indirectly helps boost Amazon SEO.
5 Amazon SEO Tools You Need for Product Optimization
The following are some of the SEO tools that will help you with Amazon search engine marketing:
| Amazon SEO Tools | Usage |
|---|---|
| Helium 10 | For Amazon keyword research |
| Seller App | Suitable for boosting Amazon search engine marketing |
| Seller Labs Pro | For tracking all your products and optimising them |
| AMZScout | Suitable for Amazon listing optimization |
| Keyword Tool for Amazon | Generates Amazon search terms using autocomplete feature |
Amazon SEO Mistakes to Avoid
So far, we saw about Amazon product optimization to help your products stand out from other Amazon sellers. However, there might be some reasons that can make your efforts futile even though you have made an effort to upgrade your Amazon search engine optimization strategy.
Not Managing Your Product Inventory
Amazon SEO helps you boost sales and Amazon ranking, thereby driving more sales. If your product is not in the best condition or your inventory is out of stock, it will have a negative effect on your customer experience. So, it is essential to properly streamline your process and manage your inventory.
Not Maintaining Your SEO Strategy
Creating your Amazon SEO page for better results is easy, however, there will be a need to constantly check in and update your Amazon product listings depending on Amazon algorithms. Also, implementing new strategies and techniques, and making use of other Amazon services like advertising campaigns to boost your sales helps maintain your search visibility, Amazon ranking factors, and conversion rates.
Not Providing Enough or Accurate Information
On-page optimization is very essential for the user to ascertain and understand your product. On one hand, including relevant keywords, optimizing your product descriptions, and adding high quality images help your product appear at the top of Amazon search result page.
On the other hand, not providing enough information or providing false information about your product might worsen your SEO and even harm your reputation as a seller.
Not Researching Customers or Competitors
Amazon’s popularity and profitability sure do attract a lot of competition. Researching your competitors helps you compare and contrast your amazon SEO strategy and identify areas for improvement. In addition, researching and analyzing your customer’s mentality helps you forecast their requirements, make changes to the SEO strategies and make preparations for your inventory and supplies.
Frequently Asked Questions
1. Is Amazon SEO similar to Google SEO?
The term “optimization” is similar in both cases. The Google SEO standards focus predominantly on keywords, domain authority, and traffic. Whereas, Amazon SEO focuses more on product visibility using keywords, product images, reviews, sales made, and conversion rates.
2. What are the areas to fine-tune when optimizing your product for Amazon?
When it comes to curating your product listings to make your products stand out from other Amazon sellers, here are some factors to fine-tune:
Product titles
Front and backend keywords
Product descriptions
Product pricing
Product images
3. What are Amazon backend keywords?
Amazon has a section to add keywords to enhance your product rankings. They are known as Amazon backend keywords.
This section is not visible to the user. This helps the Amazon search engine deliver better and more relatable search results to the user.
Wrapping Up
Understanding the algorithm and satisfying the customer are two important things when it comes to making yourself seen on Amazon. Optimizing your Amazon product listings and additional information can greatly help the Amazon SEO strategy and reap better results.
Selling on Amazon can be quite competitive and might seem like a herculean task. With the right SEO techniques, you go far beyond just being visible. You can increase your sales and conversion rates, which will in turn lead to better organic results and rankings.
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