Amazon SEO Strategy: Keyword Research and Other Tips

To grow your sales, you need your listing to be discoverable in whatever number places as could reasonably be expected. It’s important to constantly chip away at increasing the quantity of various pathways that can lead a client to your product on the web. A strong Amazon SEO strategy is basic to doing this.

Listing optimization and the Amazon A9 algorithm

The Amazon A9 algorithm dictates where your product listing is placed in search results, in suggested products or in the top selling lists. In certain areas, your products are placed based exclusively on sales numbers (bestseller ranking). In different areas, products are ranked based on what’s incorporated your listing copy.

Organic Ranking

Organic ranking alludes to where you are set in some random search that a customer on Amazon creates. The more individuals who discover your product subsequent to doing a specific search and afterward wind up purchasing your product, the higher your organic ranking goes on that specific search term.


Indexing is based on which search terms you are “qualified to rank on” based on the keywords that can be found inside your listing. 

Note that indexing is the establishment for future organic ranking, which leads to sales growth and an expansion in your “land” on Amazon. This implies that your future achievement starts with the way that you optimize your product listing.

Search terms, keywords and keyword research

A search term is any combination of words that a customer on Amazon types into the search bar to depict and eventually discover what they wish to purchase. A keyword is any word or numerous words that can be a piece of any search. 

Since you have restricted space in your listing, you can’t be expected to incorporate each and every conceivable search term. Indeed, a grounded item on Amazon can be positioned with thousands, or even now and again a huge number of keywords.

A long-tailed keyword is just a keyword that is a short phrase as opposed to a solitary word. 

A short-tailed keyword is a solitary word or a couple of words. 

By and large, the best thought is to incorporate generally short-tailed keywords so your item is filed and positioned on a more extensive scope of search terms that contain them. This is the reason appropriate keyword research is an absolute necessity.

Listing Optimization

We’ve recorded the various mechanisms that the A9 algorithm utilizes to rank products in a search result., However, while the capacity of the algorithm is important to consider in your listing, you also need to consider the customer who is actually seeing and ideally buying your product. Thankfully, Amazon has planned their algorithm to assist customers with locating what they are searching for. 

This is a great example of Amazon’s customer obsession policy. The art of an all around developed product listing is in discovering the balance between placing the relevant short tailed keywords while as yet offering compelling product duplicate. This balance slants somehow in relation to how heavily any given element of the listing burdens your indexing.

Product Title

You can incorporate anywhere from 80 to 250 characters in your product title. It’s ostensibly the main component as far as indexing. At the point when you compose your title, incorporate your most important high search volume keywords, and ensure that they’re orchestrated in a to some degree understandable request. Most Amazon product titles don’t actually bode well as far as language structure or grammar, yet they do bode well regarding what the product is.

Bullet points

In your listing, you have five bullet points with 500 characters each. This gives ample space to keywords with the goal that you can teach your customers about your product. This component of the listing is the place where you need to find some kind of harmony between utilizing every one of the keywords and keeping the client engaged. The most ideal approach to do this is to think of the five most significant aspects of your product and enter them at the earliest reference point of every one of your bullet points.

The product description

The product description works uniquely in contrast to the initial two listing elements. In the first place, it furnishes you with 2000 characters of room to utilize. Nonetheless, you can’t utilize regular text. You need to work out your product description utilizing HTML, which is very easy to do. 

There are a couple of various methods of doing this progression. You can enter all your markup manually – bold font, bullets, paragraphs, and so on Or then again, you can work out your product description the manner in which you need and essentially track down a free online text to HTML translator. At that point you will have the correct code to go into your product description. 

Probably, the description has the most minimal bearing on your indexing results. Along these lines, you can zero in basically on giving helpful information to customers and simply add a couple of keywords to a great extent.

The backend

The backend is a one of a kind piece of the listing, for the most part since it isn’t visible to the customers. The backend exists to control the A9 algorithm. It gives merchants precisely 250 bytes of text, which implies that the spaces consider 1. 

In the backend, it’s all Amazon Backend keywords. There is no compelling reason to bode well. Utilize this space to incorporate any keyword that you could exclude from the rest of the listing, or keywords that would somehow or another not bode well in the front end.

Additional Amazon SEO strategy tips

  • Use your brand name
  • Misspellings and foreign phrases
  • Adjust your PPC accordingly
  • Don’t forget about Google
  • Provide great visuals


Amazon SEO is tied in with planting the seeds of potential growth for your listings’ openness. Everything begins at the listing optimization stage. Later on you can develop your products potential through PPC and organic sales. In light of the consequences of your PPC reports and on standard keyword research, you can adjust your listing for significantly more growth over the long haul. 


These practices alongside consistently optimizing PPC is an ongoing interaction that all successful Amazon sellers at last master.

Mathew Johnson


Developing SEO & SEM strategies to maximize performance and ROI for the enterprise, small business clients and Implementing and managing SEO & SEM campaigns.

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