Over 60% of online product searches start on Amazon. Not Google. Not Bing. Amazon. So let’s crack on that Amazon SEO.
That means if your product isn’t ranking high in search results, it might as well not exist. No traffic. No clicks. No sales. And let’s be real—no one goes to page two on Amazon unless they’re truly desperate.
Amazon isn’t just an e-commerce platform. It’s a search engine built for buyers. And just like Google, Amazon has an algorithm that decides which products appear first. It’s called A9, and it’s designed to do one thing: show shoppers what they’re most likely to buy.
So, how do you make sure your product gets seen? By understanding how Amazon ranks listings and optimizing every part of your product page—from the title and bullet points to images, pricing, and even backend keywords.
This isn’t about gaming the system. It’s about making sure Amazon knows exactly what you’re selling so it can match your product to the right shoppers. More visibility means more clicks. More clicks mean more sales. And more sales? That’s what makes Amazon’s algorithm love you.
Let’s break down exactly how to rank higher, sell more, and beat the competition.
How Amazon’s A9 Algorithm Works
Amazon’s search engine, A9, works differently than Google’s. Google ranks pages based on relevance, backlinks, and content quality. Amazon? It cares about one thing—sales.
What Influences Your Amazon Ranking?
- Keywords – If your product listing doesn’t include the right keywords, it won’t show up in search results.
- Click-Through Rate (CTR) – If people scroll past your product and never click, Amazon assumes it’s not relevant.
- Conversion Rate (CVR) – If shoppers land on your page but don’t buy, your ranking suffers.
- Sales History & Velocity – The more sales you generate, the higher Amazon ranks you.
- Customer Reviews & Ratings – Higher-rated products tend to rank better. Makes sense, right?
- Fulfillment Method (FBA vs. FBM) – Amazon loves FBA (Fulfilled by Amazon) products because Prime shipping keeps customers happy.
Amazon isn’t guessing. It’s tracking buyer behavior and ranking products that perform well. If your listing isn’t optimized for search and sales, you’re losing potential customers.
Keyword Research for Amazon SEO
You wouldn’t write a Google SEO strategy without keyword research. Amazon is no different. The difference? Amazon shoppers are already looking to buy. That means your keywords need to align with search intent.
How to Find the Best Keywords
- Amazon’s Search Bar – Type in a product-related word and see what auto-completes. Those are popular search terms.
- Competitor Listings – What keywords are top-ranking products using? Borrow the best ones.
- Amazon-Specific SEO Tools – Tools like Jungle Scout, Helium 10, and AMZScout can help you find high-converting keywords.
- Backend Keywords – Amazon allows you to add hidden search terms that don’t appear in the listing. Use this space for synonyms, alternate spellings, and related terms.
Primary vs. Secondary Keywords
- Primary keywords belong in the title and bullet points.
- Secondary keywords go in descriptions and backend search terms.
Miss the right keywords, and you miss customers. Simple as that.
Optimizing Your Product Listing for Amazon SEO
Once you have the right keywords, it’s time to strategically place them in your listing. But don’t just stuff them in randomly—Amazon values readability, too.
Title Optimization
Your title is the most important ranking factor. It should:
- Include your main keyword as early as possible.
- Be concise but informative (Amazon recommends under 200 characters).
- Highlight key selling points (brand, size, features, etc.).
- Avoid keyword stuffing. Make it readable!
Example:
Bad: “Wireless Headphones Noise Cancelling Bluetooth Earbuds Best Headphones for Running”
Good: “Wireless Noise-Canceling Bluetooth Headphones | 40-Hour Battery & Built-in Mic”
Amazon ranks click-worthy titles. If your title is a cluttered mess, shoppers won’t click.
Bullet Points & Product Descriptions
Your bullet points aren’t just a list of features. They’re a selling tool.
- Bullet points: Highlight key benefits in a scannable format.
- Product description: Tell a story. Why should someone choose your product over the rest?
Example of strong bullet points:
✔ Crystal Clear Sound: Advanced noise cancellation blocks background noise.
✔ All-Day Battery: 40-hour playtime with fast USB-C charging.
✔ Designed for Comfort: Lightweight and adjustable for all-day wear.
Backend Keywords (Hidden Search Terms)
Amazon gives you 250 bytes for backend keywords. This is where you put:
- Common misspellings.
- Synonyms and regional variations.
- Words you couldn’t fit in the title or bullets.
Customers won’t see these, but Amazon will. Use every character wisely.
The Role of Product Images & Videos in SEO
Great images = higher conversions. Higher conversions = better rankings.
Amazon has strict image requirements. Your main image must:
- Have a pure white background.
- Be at least 1000×1000 pixels (zoomable).
- Show the actual product, not graphics or logos.
Pro Tip:
- Add lifestyle images—show your product in action.
- Use infographics to highlight features.
- If you have access, upload a product video. Amazon prioritizes listings with video.
Bad images kill sales. Don’t let yours be one of them.
Pricing, Reviews & Conversion Rate Optimization
Amazon’s algorithm favors products that sell. So if your price is too high, reviews are bad, or conversions are low, you’ll struggle to rank.
Competitive Pricing Wins
Amazon is price-sensitive. Shoppers compare, and Amazon rewards competitive prices. Use repricing tools to stay competitive without slashing profits.
Reviews & Ratings Matter
- Products with 4+ star ratings rank higher.
- More reviews = more credibility.
- Encourage happy customers to leave reviews (within Amazon’s guidelines).
Boost Your Conversion Rate
- Use A+ Content (if eligible) to create rich descriptions.
- Offer fast shipping—Prime eligibility improves sales.
- Keep your listing crystal clear—answer common customer questions before they ask.
Conversion rate directly affects rankings. The more people buy after clicking your listing, the better your SEO.
The Impact of Fulfillment (FBA vs. FBM) on SEO
Amazon prioritizes FBA (Fulfilled by Amazon) listings because Prime customers expect fast, reliable shipping.
- FBA Advantages: Higher rankings, Prime badge, better trust.
- FBM (Fulfilled by Merchant): Lower fees, but you must provide fast shipping to compete.
If you can, go FBA. If you’re FBM, offer fast shipping and excellent customer service to stay competitive.
External Traffic & Amazon SEO Boosters
Amazon loves external traffic. If you can drive people to your listing from:
- Google SEO & PPC Ads
- Social Media (Instagram, TikTok, YouTube, etc.)
- Email Marketing
…Amazon rewards you with higher rankings. External traffic = extra sales velocity, which Amazon values highly.
Measuring & Improving Amazon SEO Performance
What gets measured gets improved. If you’re not tracking your SEO efforts, you’re flying blind.
1. Use Amazon Seller Central Analytics
- Check your search term report—what keywords are driving sales?
- Track your click-through rate (CTR)—are people clicking your listing?
- Monitor conversion rate (CVR)—if people aren’t buying, why?
2. A/B Test Everything
- Titles, bullet points, images—small tweaks can skyrocket conversions.
- Test different pricing strategies and watch how rankings shift.
Amazon SEO isn’t a one-time fix. It’s an ongoing process of testing, learning, and optimizing.
Amazon’s algorithm rewards smart sellers. Optimize your listing, stay competitive, and watch your rankings climb.
Conclusion: Amazon SEO is a Game – Play It Right and Win
Amazon’s search engine isn’t some mysterious black box. It’s data-driven and predictable. The algorithm rewards products that sell. And products sell when they’re easy to find, optimized for conversions, and priced competitively.
You don’t need to reinvent the wheel. You just need to play the game smarter.
Use keyword-rich titles to get discovered. Write compelling bullet points that sell, not just describe. Invest in high-quality images and videos—shoppers want to see what they’re buying. Keep your pricing competitive, encourage real customer reviews, and drive consistent traffic and sales.
And most importantly? Track your performance and adapt. Amazon SEO isn’t a “set it and forget it” strategy. Trends shift. Competitors adjust. You need to stay ahead.
So, audit your product listings. Make improvements. Test. Optimize. Then watch as your rankings climb and your sales follow. Because once Amazon’s algorithm starts favoring you? That’s when the real magic happens.
FAQ
Amazon SEO is the process of optimizing product listings to rank higher in Amazon search results, increasing visibility and sales.
Costs vary, typically ranging from $200 to $2,500+ per month, depending on the service level.
They optimize product titles, descriptions, keywords, images, and backend data to improve rankings and conversions.
Yes, it boosts visibility, sales, and organic rankings, leading to higher profits.
