How does Amazon SEO work?

When we talk about SEO we often assume that it applies just to Google, but taking steps to implement Amazon SEO techniques can help merchants stand out above their competition in a fiercely competitive market.

How does Amazon SEO work?

It’s no secret that Amazon’s business model has completely overhauled the face of e-commerce thanks to its focus on customer service, easy to use interface and constantly improving delivery speeds.

It’s arguable that Amazon’s service level agreement to its customers has almost become the de facto standard for all e-commerce websites, giving smaller competitors a hugely difficult task in trying to compete.

So much so, that Amazon is likely to be the first place that customers will turn to when looking to make a purchase, even over Google.

Given the clout that Amazon has over the consumer market, it’s essential that merchants and retailers make their offers stand out in order to beat the competition.

To make your products be easily discoverable in Amazon’s search you firstly need to understand how Amazon SEO works and make sure that you’re using the correct search terms and keywords within important areas of your product page.

Keywords are the key and the secret of Amazon SEO

Given the intensity of competition on the platform, you need to be laser focused with your keywords by using terminology that will allow you to gain visibility, rather than be lost in the mire of thousands of more established product listings.

For instance, trying to rank for a search term such as ’t-shirt’ will be far more difficult than a term such as ‘men’s short sleeve running t-shirt’, which is considerably more focused.

To get an idea of what keywords will likely generate searches and engagement you could use a tool such as JungleScout, which can provide forecast data and volumes.

If you wanted to take a low-budget approach to Amazon SEO simply look at your competitor pages for common search terms and use Amazon’s search functionality to gather a list of suggested and commonly used terms.

Getting the basics of Amazon SEO right

Once you’ve established your most valuable keywords you need to be optimise your product listing, and there are three main areas that will make the most difference in terms of your Amazon SEO.


Provide a clear indication of what your product is, but ensure to keep your most valuable keywords towards the front of the title

Key features

The featured bullet points on the listing allows you to not only show off the main features of your product, but gives you an opportunity to add further keywords that are still important but might not be as much of a priority

Product description

The product description allows you to build even further on the key features bullet points, where you can add long tail keywords and variations to be able to capture that all important search activity

Providing a better customer experience

Whilst a lot of the optimisations to make to your listing page seem to be geared towards Amazon’s search algorithm, all of this boils down to making it easier for your potential customers to finding your product in Amazon’s search. Once this has been achieved, it’s crucial that you then help your customer make a purchase with ease.


Provide clear images of your product that shows either functionality, features or dimensions.

Answer common queries

As well as addressing community questions, you should be providing answers to frequently asked questions to reduce the risk of barriers to purchase.

Data, data, data

Your product listing section within Seller Central is extremely comprehensive. Ensure all data fields have been filled out with all the critical information, optimised keywords and categorisation where relevant.

By taking care of the basics of Amazon SEO, you can increase your search visibility, which in turn increases your chance of purchase and conversion rate.

If you can keep providing good service to your customers as your purchases increase, so will your seller rating, your number of reviews and you’ll be rewarded with more visibility and sales in the long run.

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