Amazon SEO Tips from Experts

Amazon’s marketplace has seen enormous growth the last few years. With over 600 orders per second on Amazon and about half of all orders coming from their marketplace, there’s a huge opportunity for third-party sellers. Of course, this hasn’t gone unnoticed and it can be difficult getting your product found. To help, we’ve collected Amazon SEO tips from experts.   

If you are on this page, you’ve probably already figured out what you are going to sell. The question is how do you rank that product to get it found by customers. Like all the search engines, Amazon uses a specific algorithm to rank products. (The A9 algorithm)

In this post, we share top Amazon SEO tips from experts.. Be sure to check the links to their full posts for more on how to optimize your listings, increase your product visibility and more importantly, increase your sales!

Bonus Getting Started Tip: Do Backend Research to Find Keywords to Target

Before getting to the tips from experts, here’s an original tip to get you started: the primary step towards success on Amazon is getting to know what people want.

Customers go to Amazon and use the search box and type in what they are looking for. The more phrases or keywords you rank for, the more sales you’ll get.

Consider this example: Let’s say you are selling headphones. Now the primary keyword you would want to rank for would be ‘headphones.’ Not what if some customers want a ’blue headphone.’ So if your headphone is blue, you will want to be ranked for that keyword too.

So with a single product (headphones), you have keywords to rank for like headphones, blue headphones, wireless headphones, Bluetooth headphones, workout headphones, etc.

How do I find good keywords for Amazon?

The first thing you can do is head over to Google Adwords and find their ‘Keyword Planner’ too. Here you can type in the keyword, and it brings up the search volume (on Google) for that particular keyword. It also shows up a bunch of related keywords, along with their search volume.

But, if you want to just work with Amazon data, two recommended tools are Helium 10 Magnet and Keyword Inspector.Using these tools, you can find out what all keywords your competitors are ranking for. This will also give you insights on how they are going about their listing optimization which includes Title, bullets, photos, etc. (More on that later)

Finally, using, you can look up the search volume for these keywords. Ideally, you would want to rank for keywords that have a higher search volume. Still, don’t ignore the low volume keywords, as they should be easier to rank.

Now that you are equipped with the complete list of keywords let’s move onto actionable steps you can take to rank for these them.

Tip 1: “In the late 2010s, Amazon policy began to favor keyword-rich but concise titles with shorter character limits. I find that, these days, sellers should keep their titles between 150 and 200 characters. Exact limits vary by category.” – Asteroid Aim

Asteroid Aim is a listing optimization company run by Patrick Lum. According to Patrick, titles are where you should place your primary (high volume) keywords.

Now back in the day, sellers used to stuff the titles with keywords. They were terrible from customers’ point of view, and now Amazon ensures that the top ranking products have readable and relevant titles.

Patrick has shared his secret formula for titles, which is:


You can tweak this according to your category or product, but essentially place your top three to four keywords in your title – and make them readable!

Read AsteriodAim’s full Amazon optimization guide.

Tip 2 – “The Key Product Features (Bullet Points) and Product Description are searchable by customers, so influence your Amazon SEO. However, the text is also an opportunity for you to showcase the features and benefits of your product, to improve your conversion rate. ” – Jungle Scout

Jungle Scout provides software and extensions for estimating sales and finding opportunities on Amazon. They are well known among Amazon sellers and the founder, Greg Mercer, has extensive experience selling on Amazon and knows what he’s talking about when it comes to getting products found on Amazon. 

While Jungle Scout stresses the importance of using keywords, they also remind us that it’s not just about getting your product found. Conversions play a prominent role in Amazon’s A9 algorithm. If your listing has a high conversation rate, Amazon will push up its rankings.

So the first thing you can do to increase your conversions is to optimize your bullets. Rather than focusing on stuffing as many keywords as possible into the bullet points, include the features and benefits that make your product great, even pointing out problems with competing products.

For example, if you are selling a tablecloth, you can include a bullet like “Machine-Washable and deal for a stress-free picnic.” This includes the benefit that this tablecloth is easy to clean and also helps in ranking for the keyword “tablecloth for picnic.”

Since conversions are at the forefront here, try to frame your bullets in a way that includes the benefits of buying that product. Create an image in the mind of the customer and highlight how their life would be better after buying your product.

Read the full Amazon search optimization guide at Jungle Scout.

Tip 3 – “Much like the bullet points, the product description doesn’t directly impact rank. However, it is indexed and will impact visibility. Additionally, well-written copy with a strong call to action can certainly have an effect on conversions. This is a great time to tell a bit about your brand and product, while throwing in some valuable keywords you want indexed.” – Big Commerce

BigCommerce is  one of the most popular ecommerce platforms and like most top platforms, they integrate well with Amazon. In a detailed post regarding Amazon SEO, they recommend using the description section to tell a story.

You can talk about your brand and pitch the buyer with your product. This is where your copywriting skills will come into play, as a good copy would lead to higher conversions, and that would, in turn, increase your rankings. Lastly, you can use this to target long tail keywords and phrases that didn’t fit in the title or bullet points. 

Find more advice on Amazon seo strategy on the BigCommerce blog.

Tip 4 – “This may seem obvious, but A9 doesn’t care about the overall number of sales for a particular product over a long period of time; only how many sales occurred recently.” – Semrush

SEMrush is a diverse analytics company which provides useful data for top keywords, social media analysis, and even website data (links, authority etc.). According to them, ‘recent sales’ is a big factor in the A9 algorithm.

So if there is an uptick in your sales, you will see an organic boost in your rankings. Furthermore, you have to get steady sales to maintain your rankings and a drop in sales will result in a decline in rankings.  

To boost your sales initially, you an try using discounts and promoting via Amazon PPC and/or Facebook to get sales volume up. Once the product is found more often by customers, slowly raise the price. 

Get more Amazon SEO tips on how to make the most of viewing Amazon as a search engine at SEMRush.

Tip 5 – “It probably doesn’t need to be said that the number and positive-ness of your customer reviews is one of the most important ranking factors in Amazon’s A9 algorithm.” – Startup Bros

The Startup Bros blog has influenced thousands of Amazon sellers for good reason. They’ve had a lot of success selling on Amazon and understand the value of reviews.

Verified customer reviews are a huge factor towards ranking your products. They help to influence buyers, and a higher rated product usually has a good conversion rate.

Back in the day, sellers used to flood their listings with incentivized product reviews, but Amazon since then has cracked down on such sellers. Fake or incentivized reviews are no longer allowed on Amazon and can even lead to suspension of your account.

The best way to get legitimate review is to develop a good relationship with your customer. Amazon lets you communicate with the buyer, through the Buyer-Seller Messages. You can drop them emails when the product is shipped and answer any doubts they have about your product.

After few days, you can ask for a feedback. Most sellers have seen a significant increase in the number of reviews.  To make things easy, use a email automation service to send emails and request reviews on autopilot. 

Get more tips on how to rank on Amazon on the StartupBros blog.

Tip 6 – “Would you ever buy a product that is presented using a pixelated image? I know I won’t. First impressions last, and on Amazon, your first contact with consumers is your product’s image.” – Seller Lift

SellerLift certainly knows how to rank on Amazon. They help Amazon sellers increase their presence on the platform both organically and via ppc campaigns.

At they point out, customers can’t feel your products on Amazon, so product shots are the closest they get to what your product looks like. Photos on Amazon help you in two ways:

  • Increasing Conversions
  • Getting Clicks

Let’s say a buyer is looking for an ‘oil diffuser.’ She searches for the term on Amazon and a number of results pop up. Let’s assume that the top products are in the same price range and have a similar rating. So what will the buyer click on?

You probably guessed it. She clicks on the product which has the most appealing image. Amazon uses CTR to rank products, and a higher CTR might prove to be the difference between ranking #1 or ranking at #2.

Seller Lift provides a detailed checklist which can be used to choose what kind of images should convert better. 


Tip 7 – “Just because buyers do not see it, never neglect the act of optimizing the Seller Central backend information of the product listing. The backend information is crucial and it has a huge role in the keyword search optimization. ” – Amz Tracker

AMZ Tracker provides a variety of tools for Amazon sellers. Like many other Amazon Seller Central-related software companies, much of their expertise has been acquired via first-hand experience.

They recommend optimizing the backed of listings. If you go to Edit Listing on your Seller Central panel, you will see a keyword tab. Whatever you enter in this section is not visible to the buyers, but the information is used by Amazon to determine product relevance.

This section can be used to target remaining keywords that weren’t used earlier (in the title, bullets or description). You can also use this section to target misspelled words, Spanish keywords (for the same product) and direct benefits which buyers search for. (Example – Dumbbells for weight loss)

AmzTracker has built a great resource on how to optimize this section and mention actionable steps that can be taken to increase your product’s visibility in their guide to optimizing Amazon listings


Tip 8 – “Price often strongly influences conversion rates and units sales. If the price on Amazon compares well to the same product offered on other websites and retail stores, comparison shoppers will be more likely to buy from Amazon and vice versa.” – Moz

Moz has been a staple in the Internet Marketing industry and has priceless resources that help in building your presence online.

Being price competitive is vital on Amazon. A competitive price helps in increasing both CTR and conversions. Secondly, Amazon compares your product’s price to other products in your category.

So if you are selling something that is priced at a higher rate than others in your category, then Amazon tends to give a lower search rank to your product.

You can also play with the ‘Selling Price’ and ‘Sale Price’ tabs. Offering discounts help in increasing conversions. (But don’t get overboard with that, your sale price should be believable).

Read more from Moz on how get your products found organically on Amazon.

Tip 9 – “Items that are fulfilled by Amazon (FBA) will rank higher in search than items that are fulfilled by merchant (FBM). This is a recent adjustment that Amazon has made to their algorithm in order to ensure a more seamless customer experience.” – Teikametrics

Teikametrics provides software that helps Amazon sellers with repricing, reviews, inventory reports and more. In business since the early days of Amazon, they are well-regarded among big-time Amazon sellers.

Although Amazon does explicitly mention it, countless blogs have found a correlation between FBA and higher search rankings. Products that are Fulfilled by Amazon get a preference over products shipped by third-party sellers.

With the number of worldwide Prime members estimated at 80 million, it’s no wonder. Customers want orders shipped free and they want products delivered in a hurry. Even if third-party sellers offer free shipping, it’s unlikely they can deliver as fast as Amazon. 

Amazon wants buyers to receive products quickly and the best way to ensure that is to ship them from their warehouse. If you’re serious about selling on Amazon, it’s highly recommended to get enrolled in the FBA program.

Teikametrics provides more tips on how to improve Amazon search rankings on their blog.

Tip 10 – “Question and Answer section is the most underutilized marketing opportunity of an Amazons product listing.” – Digital Vidya

Digital Vidya is a digital marketing training company based in Asia. Their team includes Amazon specialists for a variety of different countries.

Customers ask questions about products, both before and after purchasing. Each product listing on Amazon includes a dedicated section for those questions. Most sellers tend to ignore this, but this section can help you in two ways:

  1. You can clear whatever doubts buyers have about the product. This will also help in closing the sale for future buyers who might have the same questions. (Higher conversions!)
  2. You can use this data to optimize product description. Answering the burning question which buyers have regarding your product help in boosting sales. (Classic Salesmanship)

Be sure to answer questions in a timely manner. If the same questions keep popping up, consider adding info to your bullet points. And remember, when you answer one customer’s question, it will be shown to thousands of other shoppers. Answer questions in a way that will be helpful for as long as the product listing is around.

Get more tips about Amazon search engine optimization on the DigitalVidya blog.


Bonus Parting Tip – Optimize the Backend

Like the keyword section, there are tons of fields that Amazon wants you to fill on the backend panel. All of this helps to build the product’s relevance.

Again most sellers, only fill out the standard (mandatory) fields but if you populate fields like Manufactures Part No, Expiry Date, Country of Origin, etc., you build relevance and also increase your chances for ranking for long tail technical keywords.

Wrapping Up our Amazon SEO Tips

Ultimately all of 12 these these Amazon SEO tips can help to increase your rankings. We recommend to check out the different resources (shared in this post), but more importantly, take the steps which have been recommended.

If you need more information about a tactic or if you want to share your results, feel free to drop your comments below. We are all ears!

Andrew @ EcomLoop
Are you looking to start or grow a standalone ecommerce shop? I help independent businesses achieve success on the Shopify and WooCommerce platforms. As the owner of multiple ecommerce businesses, I've had the opportunity to get experience with nearly every aspect of the ecommerce industry. I started EcomLoop to help other quality independent businesses using my knowledge and experience. To stay on top of new ecommerce developments, I publish The EcomLoop Weekly Loop, a blog and email newsletter with original thoughts and curated links to help independent businesses improve their businesses.