You may think about Google when you think about SEO. It often seems like SEO is just about Google — or at least Yahoo and Bing. However, they are not the only places where you want to be found by your customers. Platforms such as Amazon or Shopify are also quite important for your sales and you need some SEO strategies for your page.

If you have a product page on these platforms, you want it to be found by customers. Otherwise, why do you bother to make an effort? You would want your page to show up on the first results page for your industry keywords. With millions of products available, making your listing stand out from the competition can be difficult.

So, how can you be sure that you’ll achieve that goal on Amazon? By improving your Amazon SEO.

Amazon’s search algorithm is different than any Google or Bing algorithm. It may seem like ranking on Amazon is easier, but it’s not that simple. Amazon uses a complex algorithm to determine which products are displayed in search results, and there are a number of factors that can affect your ranking.

How is Amazon SEO Different From SEO?

Traditional SEO and Amazon SEO have some similar principles. For example, both require some kind of optimization to rank higher. However, there are a few important differences.

Unlike Google, Amazon is an eCommerce website. So, while the main goal here is driving sales, Google aims to provide the best content to its users.

Amazon ranks products to drive quick and efficient sales, so, of course, it needs to work differently from search engines. Amazon uses different algorithms.

Amazon SEO is optimizing product listings to help them rank higher in product searches on Amazon.

An Intro to Amazon’s Search Algorithm

Amazon’s algorithm to rank its products is known as the Amazon A9. It works with fewer ranking signals than Google’s RankBrain algorithm.

The A9 algorithm tries to provide the best results for a customer’s search by assessing product listings on Amazon and then ranks products based on how likely they lead to a purchase. It does this by evaluating the relevancy and performance of your listings.

Unlike Google, almost all Amazon search is transactional. Therefore, its algorithm comes down to only relevance and performance.

If you optimize your Amazon product page for these two factors, you’ll end up driving more sales.

Relevance-Related Amazon Ranking Factors

Amazon can be highly competitive. Even if it is a lucrative way of selling your products, you compete with other sellers for visibility and high rankings.

Remember that ranking on the first page is quite important because 70% of Amazon shoppers don’t go beyond the first page.

The key to figuring out how to get to the top is understanding the intricacies of Amazon’s A9 algorithm. It takes into account several factors that can be fundamental to helping you create a quality product listing. Brushing up on these ranking factors is important regardless of whether you’re a beginner or a veteran at Amazon.

The Amazon A9 algorithm considers how relevant your product listing is to the search. It reviews where your keywords are used and how relevant it is to the search query.

Amazon will consider your:

Product Title: The title of your product listing is one of the most important factors regarding relevancy. You want to be sure to include relevant keywords that accurately describe your product, but you also want to make sure it’s not stuffed with keywords. A good rule of thumb is to keep your title under 200 characters.

Product Features and Description: Your product description should provide all the necessary information about your product, but you also want to be sure to use relevant keywords throughout. Try to use a mix of common, long-tail, and exact match keywords.

Product Images: Amazon puts a lot of emphasis on images for product listings. Be sure to use high-quality images that are clear and show different angles of the product.

Seller Name: The name you choose for your seller account can also impact relevancy. Try to choose a name that accurately reflects what you’re selling.

Category: The category you choose for your product can also influence relevancy. Be sure to choose a category that accurately reflects what you’re selling.

Product Reviews: Amazon puts a lot of emphasis on reviews. The more positive reviews you have, your product will appear to Amazon more relevant.

As you can see, keywords are a big part of relevancy. Your product listing should have the right keywords in the right places to appear in Amazon’s search results.

This is why keywords and optimization are so important in the world of Amazon SEO. But they are not the only factor that affects how your products rank.

Performance-Related Amazon Ranking Factors

Controlling performance factors directly is a bit more complicated as additional considerations beyond keywords come into play. Still, you must understand them as well for optimized Amazon SEO.

Remember that Amazon is an eCommerce platform with the goal of selling. Its algorithm wants to understand how likely your products are to sell. The aspects of your product listings that Amazon uses to make this judgment are known as performance ranking factors.

Amazon SEO: How To Improve Product Rankings On Amazon?

Even a few changes to your product listings can generate several positive movements in your Amazon listing’s rank. While Amazon’s search engine is similar to your web SERP platforms in implementing changes, it’s important to follow their changing rules and regulations. It is important not just to improve your Amazon SEO but to ensure that any optimizations you make don’t get you banned.

As with any search engine optimization, you should look at the long game rather than trying to use quick fixes. Be consistent and relevant so your business and Amazon visibility will grow over time.

Take a Look at Your Biggest Competition

Like any sales business, analyzing your competition should be your first step. When you understand your competitors on Amazon and explore where their products are on Amazon search pages, you can see what is working clearly. Then you can adjust your strategies accordingly.

Therefore, list your biggest competitors, check their products, and read their descriptions, titles, images, prices, and reviews. You can get a better understanding of the land in terms of your Amazon search page ranking goals.

Optimize Amazon Product Title

Your product titles are the first thing customers see when they search for a product or service, so they’re both an important ranking factor and crucial to your overall sales.

As I said, Amazon is a search engine. So, you should optimize your product titles with keywords as you do for other search engines.

Ensure that you use your keyword on the titles but don’t overstuff them with tons of keywords. Using too many keywords in your product title will make your title look unnatural and spammy.

Instead, your product title should include the brand name, some features of the product, and the most relevant Amazon keyword.

Don’t include information that is not relevant. You have a limited amount of characters available for your product title, so keep it concise and easily readable.

Your Amazon product title should meet the followings:

  • Must be 80-250 characters
  • Must use title Case
  • Must use words (avoid symbols)
  • Should use numbers
  • Does not use punctuation
  • How To Optimize Amazon
  • Get Genuine Customer Reviews

Optimize Amazon Backend Keywords

Your Amazon backend keywords are tags telling Amazon what your product is. Customers can’t see them, but the A9 algorithm can, so it’s important that you fill all five fields in.

Optimize your product listing with Amazon backend keywords. Select the five keywords you want to use for your listing. These keywords must be relevant to your product and varied enough to apply to your user’s search query variations.

Whatever keywords you use should also be included in other aspects of your listing, like its description and features.

Your Amazon backend keywords also need to meet the followings:

  • 50 character length per keyword
  • Avoid punctuation where possible, except commas
  • Be inclusive of misspellings and variations
  • Do not repeat the same keyword
  • Don’t include brand names or product names

Choosing and Optimizing the Right Keywords

The first step to take in Amazon optimization is finding the right keywords. Potential customers will use these words and phrases when searching for products like yours on Amazon.

There are a few different ways to find relevant keywords for your product listing. The simplest way is to just think about what terms you would use when searching for your product.

You can also use Amazon’s autocomplete feature to get ideas for keywords. Start typing in a general term related to your product and Amazon will suggest popular search queries.

Another great way to find keywords is by looking at the “customers also bought” section on Amazon product pages. This will show you other products that customers tend to buy along with the one you’re looking at. Chances are, these products are relevant to your own and you can use some of the same keywords.

Once you have a list of potential keywords, you need to start Optimizing your Amazon listing for those terms. There are a few different places you can include keywords in your listing:

  • The title
  • Your product features
  • The product description
  • The backend search terms

It’s important to use keywords throughout your listing, but you also want to make sure that it reads well and sounds natural. Stuffing too many keywords into your listing will not only turn off customers, but it could also get you penalized by Amazon. Try to use a mix of short-tail and long-tail keywords throughout your listing to strike the right balance.

If you need help looking for keywords, try tools such as Keyword Tool and Moz to see popular terms and search volumes.

Invest in Amazon Sponsored Ads

In addition to optimizing your Amazon listing, you can also invest in Amazon sponsored ads. These are paid advertisements that appear at the top of Amazon search results.

Sponsored ads are a great way to get your products in front of potential customers who are already interested in what you’re selling. You can create ad campaigns for specific products or product categories. And, you only pay when someone clicks on your ad.

To get started with Amazon sponsored ads, you’ll need to set up an Amazon advertising account and create a campaign. Then, you’ll need to choose which products you want to advertise and how much you’re willing to spend per day.

You can also use Amazon sponsored ads to target specific keywords. This can be a great way to get your products in front of customers who are already interested in what you’re selling.

Do a Category Audit

Before you can optimize your Amazon listing, it’s important to make sure you’re in the right category. Amazon has strict guidelines about which products belong in which categories, and if you’re not in the right one, it could hurt your ranking.

To do a category audit, look at the top-ranked products in your main category. Then, look at the categories they’re actually listed in. If they’re not in the same category as you are, that’s a good sign that you should switch.

You can also check Amazon’s bestseller list to see which categories are selling well. This is a good way to find niche categories that might be a better fit for your product.

Amazon Product Description

I touched on this briefly above – when creating or optimizing your Amazon descriptions it’s vital to include your keyword. However, you must write your description for the buyer, not the algorithm. Make sure you have answered all the right questions in your descriptions (what the product is, what it is made of, why and when they should buy your product, the benefits, and so on).

Your product description should be informative and detailed. Users should be able to reach important information like features, dimensions, specifics, and brand names. Plus, your primary and long-tail keywords should be part of the description.

Write clear sentences that do make sense to both customers and the algorithm. Using subheadings can make your copy easily scannable.

Add keywords into each subheading where relevant. Use your main keyword in your copy’s first sentence or paragraph.

Your Amazon product description also:

  • Should be 2,000 characters length
  • Highlights the key product features and specifications
  • Includes warranty information as necessary
  • Should be easy to read and scan
  • Shouldn’t have contact information or website links
  • Shouldn’t use sale buzzwords like
  • Should directly match the product photo
  • Should only include product-related information

Amazon Product Features In Bullet Points

After the product title, it comes to the bullet points.

Here, you can add long-tail keywords related to your product and your main keyword.

Remember that Amazon only indexes 1000 bytes in the bullet points, so if you exceed this, the algorithm won’t index the rest.

Product features are the bullet points that most customers scan at first. They should tell your customer about your product and how it will benefit them.

Include bullet points with clear sentences. Include your relevant keyword, and focus on providing an overview of your product.

Your Amazon product features section needs to meet the followings:

500 characters max
Should use sentence case
Must feature 5 bullet points
Include 1 sentence per bullet point
Include features like size or color
Don’t include things like promotional pricing or shipping information

Amazon Product Images

Your product images are one of the first things your customer sees. And they have a huge effect on sales. Images tell the customer about the product before they buy it. Images are super important because they can directly influence the conversion rate.

Focus on your image quality. Product images must retain their quality when clicked or when the user zooms in. Try to add more than one image showing different angles or close-ups. You can use both white backgrounds or lifestyle images at the same time.

Your Amazon product images also need to meet the following guidelines:

1000 px or larger on its longest side (ideally a square image)
Use an infographic
Don’t use a lot of text
Product Stock Availability
Well, if there is no product to sell, you can’t drive any sales. Therefore, “out of stock” status should be your enemy.

If you use the Fulfillment Method or Amazon FBA, you can automatically set reminders to notify you when your product inventory reaches a certain level that you need to restock. Standalone stock management platforms are so helpful, especially if Amazon is your only marketplace. However, if your products are in several different markets, you can utilize multichannel sync platforms to assist you in synchronizing your inventory.

The Amazon A9 algorithm will consider your:

Click-Through Rate: Your click-through rate (CTR) is one of the most important performance ranking factors. Amazon uses CTR to understand how relevant and interesting your product listing is to customers. The more clicks you get, the better your chance of ranking higher. You can increase your CTR by using compelling titles, descriptions, and images.

Conversion Rate: In addition to CTR, Amazon also looks at conversion rates. A high conversion rate signals to Amazon that your product is relevant and in demand. You can increase your conversion rate by optimizing your product listing for relevancy and making sure your prices are competitive.

Sales Velocity: Sales velocity is how fast your products are selling. The faster they sell, the more likely they will be ranked higher. You can increase your sales velocity by offering coupons and discounts, as well as promoting your products through Amazon marketing services.

Product Price: Amazon also considers your product’s price when it comes to ranking. In general, products that are priced competitively are more likely to rank higher. You can use Amazon’s automatic pricing tools to help you stay competitive.

Product Reviews: Product reviews are a key performance ranking factor for Amazon. The more positive reviews you have, the better your chance of ranking higher. You can increase your number of reviews by providing incentives for customers to leave reviews, such as discounts or coupons.

Performance ranking factors drive Amazon’s goal of selling quickly to as many people as possible. Being able to prove to Amazon that customers will buy your product when they see it is an important part of the ranking.

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