Amazon SEO for Sellers: A Complete Guide

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 algorithm and the best Amazon SEO practices to make your products stand out from the crowd.

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 organically generated sales and conversion rates.

These factors become the key for the Amazon search engine to decide which product the user is likely to buy.

What is Amazon’s 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 product visibility and conversions.

Amazon SEO is the process of optimizing your product listings 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 product so that your products are more relevant to the keywords and user’s search intent.

7 Amazon SEO Best Practices

So far, we saw how the Amazon 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.

Amazon SEO Best Practices

1. Optimize Product Titles

Product titles are the first thing the user sees when they search for your product and an important ranking factor for Amazon’s 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 search 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 visibility on both desktop and mobile interfaces. 

Making use of the product title effectively raises your product visibility 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.

Just like keywords play an important role in Google search engine optimization, Amazon SEO also requires the use of the right keywords to make your products stand out.

The first step to using relevant keywords starts with keyword research. You can conduct 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 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 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 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 search rankings.

5. Competitive Product Pricing

Since Amazon’s A9 algorithm takes the conversion rates as a primary ranking factor, 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 keywords, Amazon search engine optimization has a section to add keywords to enhance your product rankings. This section is not visible to the user.

Amazon’s product listings page has five lines where you can add the 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 keywords like “running shoes men”, “mens running shoes” and “men running shoes”.

There are some important aspects to remember when using 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.

8. 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.

Amazon SEO Mistakes to Avoid

So far, we saw how to optimize your products for better search results and 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 SEO strategy.

Not Managing Your Product Inventory

Amazon SEO helps you boost sales and 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 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, 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 search results.

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 does 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 best practices 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 backend keywords in Amazon SEO?

Keywords are an essential part of any optimization strategy. It helps the machine identify what the user is searching for and produce relevant results. In Amazon SEO, backend keywords plan an integral role. Amazon has a section to add keywords to enhance your product rankings. 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 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.  

Related Reads: 

How Link Shortening Affects Your Site’s SEO

The Importance of SEO Link Building

Impact of On-Page SEO on Link Building

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