How do sellers get their products to appear on the first page of Amazon search results? The answer lies in Amazon SEO and keyword optimization. By understanding how Amazon’s search algorithm works, small-scale sellers can boost visibility, attract more clicks, and generate more sales. Which is what we all want, right? …Right. So, let’s get on with the important business of showing you how this works.
Why Amazon SEO Matters
Amazon is the world’s largest product search engine. Which is why getting this right matters. Because if your product isn’t optimized, it will probably remain invisible to potential customers. Which is all-but useless to you as a seller. Good SEO makes sure your listing ranks higher, increases traffic, and improves conversion rates. Oh, and did we forget to mention, this is likely to get you more sales! Good, right? We’ll show you how…
How the Amazon Search Algorithm Works
Amazon uses its A9 algorithm to determine which products show up for specific searches. The algorithm considers:
- Relevance of keywords in titles, bullet points, and descriptions
- Sales performance and conversion rates
- Competitive pricing
- Customer reviews and ratings
Did you know? According to Amazon data, around 70% of shoppers never click past the first page of results. Ouch. So get ranking.
The Role of Keywords in Ranking
Keywords tell Amazon what your product is and who it should be shown to. Without them, your listing has little chance of surfacing in searches. Correct keyword placement throughout your listing is crucial for visibility.
Types of Keywords Every Amazon Seller Should Use
- Primary keywords: The main search term customers use (e.g., “wireless earbuds”)
- Secondary keywords: Variations and related terms (e.g., “Bluetooth earphones”)
- Long-tail keywords: More specific searches (e.g., “wireless earbuds with mic for calls”)
- Backend keywords: Hidden keywords placed in the Seller Central backend to capture additional searches
Tools for Amazon Keyword Research
Several tools can help you uncover the best keywords. Here are some of our favorites:
- Helium 10 – Comprehensive keyword and SEO toolkit
- Jungle Scout – Popular for keyword research and product tracking
- MerchantWords – Focused on Amazon search term data
- Keyword Tool – Generates keyword suggestions from Amazon’s own autocomplete
Optimizing Your Amazon Listing Step by Step
- Title: Include your primary keyword at the start (naturally! – no shoehorning it in there)
- Bullet Points: Use secondary and long-tail keywords while focusing on benefits
- Description: Expand on features and weave in keywords …without stuffing
- Backend Keywords: Add relevant keywords not included in the visible copy
- Images: While not searchable, quality images improve conversions and indirectly help rankings, so make sure they’re as tip-top as they can be
Common Mistakes to Avoid with Amazon SEO
- Keyword stuffing that makes your listing unreadable
- Using irrelevant or misleading keywords
- Ignoring backend keywords
- Overlooking the importance of conversions and reviews
Pro Tip: SEO isn’t just about keywords. Amazon rewards listings that convert, so focus equally on persuasive copy and strong images.
Key Takeaways and Next Steps
- Amazon SEO is about relevance and performance, not just keywords
- Use a mix of primary, secondary, long-tail, and backend keywords
- Leverage keyword research tools to find high-impact terms
- Optimize every part of your listing, from title to bullet points to description
- Focus on improving conversions to strengthen rankings
The next step is to audit your current listings and apply these strategies. Over time, consistent optimization can significantly increase visibility and sales.
FAQs
How many keywords should I target per product?
Focus on one primary keyword, supported by several secondary and long-tail keywords.
Are backend keywords really important?
Yes, they help your product get discovered in searches without cluttering your visible content.
How often should I update my keywords?
Check and refine your keywords every few months, especially if sales slow or new trends emerge.
Ready to improve your Amazon SEO strategy? Book a Demo with Repricer Express today and see how smart repricing tools can support your growth.
