amazon seo

Amazon SEO Tactics: Getting Noticed In The World’s Biggest Marketplace

Dave Hamrick Product Listing Optimization, Rank Tracker Leave a Comment

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The mighty Amazon platform continues to provide fertile ground for e-commerce sellers of all sizes. From first-timers sellers, all the way to multi-million dollar businesses, the market still presents lucrative opportunities. Amazon still reigns king for getting your product in front of thousands of ready-to-buy visitors, every single day.

Almost like the gold-rush of old times, sellers looking cash in by leveraging Amazon’s platform has increased sharply. More new sellers are entering every year, all hungry for their share of the market. This rising competition has been welcomed by Amazon who continues evolving the marketplace to accommodate.

There’s no denying that it’s harder to sell on Amazon today than it was a couple of years ago. Yet it still offers an incredible opportunity today that you would be crazy to miss out on! Now more so than ever, you need to establish a competitive advantage over others. Getting your products shown first over other is the key to claiming your stake in the market.

Ready to take your businesses destiny into your own hands, climb up Amazon’s search results and get your share of sales? You’ll need to know a thing or two about Amazon SEO.


Connecting Buyers To Products: Amazon’s A10 Search Algorithm

Thousands of sellers and millions of buyers visit come to their market every day, so Amazon really has their work cut out keeping everyone happy. But put one thing you need to understand is Amazon’s primarily concerned with buyers. Nothing personal, but Amazon holds utmost loyalty to their customers and their experience.

They want to present the right products to visitors, to generate both sales and customer satisfaction. So when a visitor searches Amazon, their algorithm displays products according to the most likely purchases.

That’s why working with this algorithm can offer you the best advantage possible over other sellers.

It’s worth knowing that Amazon’s algorithm is maturing, forever learning how to it best present the right products to buyers. No one outside of Amazon fully understands all the factors taken into consideration, or exactly how it works. Sometimes older strategies can suddenly stop working as the algorithm is updated.

While this can seem alarming and downright frustrating at times, remember their primary intention stays the same. But instead of worrying about small details (which may change over time), we’re going to focus on the main principles.


Amazon SEO is Very Different to Google SEO


The key difference between Amazon A10 and Google search engines is buyer intent.

With Google (or other search engines) visitors often in “research mode”. They stumble across something and they want to learn more about it. 

Whereas when a visitor searches on Amazon, they are practically guaranteed to be inches away from purchasing. It’s likely already desire something, they know what it is and they are actually looking to make a purchase now. That’s great for us FBA sellers.

What does Amazon want again? Sales and happy customers.

So all efforts for the sake of Amazon SEO should be focused on getting more visitors to your product and turning them into customers. If you’re helping Amazon make more money, they’ll help you make them even more!

In this guide, we’re going to cover the primary factor for succeeding with Amazon’s Algorithm, keywords.


Why Keyword Search Terms Are No.1 For Amazon SEO

When a visitor lands on Amazon, they usually begin by searching for what they are most interested in buying right now. These words or phrases are known as keywords.

If you can know which relevant keywords are most likely to be searched, you can start putting your product in front of more potential buyers. Knowing the most searched, best converting and least competitive search terms for your product is the biggest advantage on the market you can gain.

Optimizing your listing for these search terms will increase your visibility, sales and even boost your overall ranking for those terms. For the best results, your Amazon SEO efforts should be focused on the following 3 factors:

  • Visibility
  • Relevance
  • Conversions

Amazon actually gives us are few helpful hints:

“Customers must be able to find your products before they can buy your products. Search is the primary way that customers use to locate products on Amazon. Customers search by entering keywords, which are matched against the information (title, description etc.) you provide for a product. Factors such as degree of text match, price, availability, selection, and sales history help determine where your product appears in a customer’s search results. By providing relevant and complete information for your product, you can increase your product’s visibility and sales. Below are some general guidelines to improve your product listings.”

Now when it comes to finding the most profitable amazon keywords, you’ll have to get down and dirty with research.


How to Uncover the Best Keywords For Amazon SEO

When it comes to finding the best keywords, it’s not always about the highest search volumes. Irrelevant keywords won’t get your product in front on the right people, no matter the search volume.

For most sellers, a handful of top performing keywords will drive 75% of product sales. But before you can narrowed down to top keywords, you’ve got to start searching.

So what makes the best keywords?

  • Search volume
  • Relevance
  • Competition

So focusing your SEO efforts on the high volume, highly relevant keywords will supercharge your exposure. But it’s also worth looking at keywords with less competition. The search volumes may be lower but if you’re the best of the bunch, you’ll take all the sales.

Finding searches volume for keywords can be tricky since Amazon guards this data closely. Thankfully there’s a number of different methods and tools for estimating and comparing.


1. Use Tools/Software To Uncover Keywords

A great way to start keyword research is entering related phrases into search tools. There’s a number of different search engines available, both free and paid. They may acquire data in different ways (no one has the keys to Amazon’s database) so don’t treat the numbers as fact. Yet they are still very useful for finding the most popular words and comparing different keywords. Two popular examples include:

Keyword Tool – Offers a limited free searches. Ability to filter by departments marketplace and language.

Merchant Words – Paid tool that’s built a large database off the back of Amazon data. Enables you to search different international markets.

Google Keyword Planner – It’s a free tool but offers broader monthly search volumes if you are not running paid ads on the Google platform. Still, it is the biggest free tool for gauging how keywords perform comparatively.


2. Look At Your Competition

Look at your biggest competitors, what keywords are they targeting?

Really look closely at their listings, you can often pick out the keywords they are targeting. Check their titles, bullet points and descriptions to identify common words/phrases. Once you have a list of potential keywords try searching Amazon to ensure they are ranked on the first page. If so, it’s likely they are getting good sales from these keywords.

Jungle Scout Chrome Extension – not only reveals the top sellers but includes a keyword cloud tool to help you find most prevalent keywords on competitors listings


3. Try Amazon’s Suggestions

Start typing words related to your product, see how Amazon begins to fill their autosuggest? You can be certain these suggestions are based on relevance and conversion. Use this as a sanity check or for finding new ideas.


4. Look At Your Amazon PPC Data

Previous methods can be very good for finding keywords, but they are partially based on speculation. Running Amazon PPC will give you cold-hard data on which keywords are working for you with certainty. Look for the highest impressions, CTR, CR and sales. 

You can create Manual PPC campaigns using Phrase and Exact for keywords you’ve uncovered during your initial research. “Phrase match” will uncover long-tail keywords too. Auto campaigns are also a great source of keywords you may not have considered.

Quick Summary on Amazon Keyword Research

  • Use a combination of methods to get an unbiased collection of keywords
  • Keep a good record of keywords using a spreadsheet
  • Search your competitor’s listings for your keywords
  • Check your keywords by searching through Amazon
  • Run PPC to see which keywords perform the best


Where to Put Keywords For Maximum Amazon SEO Benefits

Now you’ve got a collection of relevant, high-volume keywords, it’s time to anchor them to your product. To give Amazon strong indications you should be indexed for these keywords, you’ll need to place them the following places in your listing.


1. Product Title

Your product title holds the most weight when it comes to Amazon SEO, so you’ll want to use your top keyword(s) here.

  • Do: Keep it human-friendly and naturally sprinkle in only 1-3 of your top keywords
  • Don’t: Uncomfortably stuff loads of keywords in


2. Product Features/Bullet Points

While this section holds less weight, it’s still important to get your top and secondary keywords in here.

  • Do: Try to include at least 1 keyword while describing a product benefit per bullet point
  • Don’t: Only list specification or features. Focus on benefits and solving customer’s problems.


3. Product Description

This section holds the least weight but population all three sections will greatly reinforce your keywords. Try to include as many of your keywords as you can while keeping it a natural narrative.

  • Do: Create an interesting narrative that naturally includes as many of your keywords as possible.
  • Don’t: Neglect this section.


4. Back-End of Seller Central

This section certainly hold’s weight for Amazon SEO, but how it works exactly is speculative. Sadly Amazon doesn’t provide much explanation.

But what we can say is your given up to 5 fields to populate with keywords, it’s stated that only 250 characters are indexed. It’s recommended to front-load each field with the most relevant keywords, as Amazon may take priority to those if you go over 250 characters.

There’s no need for punctuation, repeated words, singular or plural words as Amazon already has you covered.

  • Do: Add all your keywords with only single spacing between each word
  • Do: Front-load the most important keywords in each field – just in case
  • Don’t: Use commas, punctuation, singular or plurals – Amazon has got this covered
  • Don’t: Use irrelevant keywords
  • Don’t: Repeat keywords from all other sections


5. Amazon PPC

Running Amazon PPC is especially important for new products that haven’t received many sales yet. You can kick-start your Amazon SEO by running PPC for your keywords by boosting your way to the top of the search results.

If you’re not indexed or ranking far back for particular keywords, driving sales using PPC will tell Amazon you need to be ranked for those keywords. Sometimes it’s worth running PPC at cost or a loss just to boost initial ranking for keywords.

  • Do: Run both auto and manual campaigns 
  • Don’t: Forget to come back and optimize PPC for profitability


Take Amazon SEO To the Next Level & Make It Easier – Use Splitly!

Splitly members gain access to our suite of optimization tools to gain an (almost unfair) advantage over other sellers. Hundreds of sellers are already using them to generate more traffic, sales, profit and crush their competition. But how exactly can Splitly help with Amazon SEO?

We enable users to split test their product listings images, pricing, title, features, description and backend search terms. Using their own data, increase conversion, sales AND ranking all in one swoop. Then there’s rank tracking so you can monitor improvements in top keyword positions.

Since sales are Amazon’s main concern, selling more gets you pushed you to the top. Moreover, sales are the fastest way to increase keyword ranking and Amazon SEO. Being able to confidently make changes, track results and optimize your listing is the key to climbing Amazon’s marketplace today.

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