Amazon SEO: Guide for Sellers in 2023

Joel Lazrado
Amazon Selling Strategies
17 min readApr 25, 2023

By 2021, 43.5 percent of all eCommerce transactions in the U.S. happened on Amazon. This number is likely to increase in the coming years as Amazon continues to be the dominant online retailer for spending. If you’re a business owner looking to go online, you shouldn’t be ignoring Amazon (Unless it’s Nike).

If you’re not Nike or Adidas, your eCommerce success is largely dependent in optimizing the content you publish to be optimized for Amazon search. Amazon SEO has a lot in common with strategies used to rank by Google however, Amazon uses its own algorithm and best practices that direct buyers to the correct pages for your products.

There are currently at least 9.7 million selling on Amazon so that competition is fierce. A little over 10 percent of Amazon sellers generate at least $100,000 annually in sales. If you’re hoping to become one of these sellers then you must ensure that your pages are prominent and accessible to customers who are interested in your products.

How do you accomplish this? First, you must understand the Amazon search engine’s algorithm and then optimize your website for Amazon SEO. Let’s get started.

What is Amazon SEO?

Amazon SEO focuses on the kinds of keywords that people use to search for purchases. Amazon users typically have a an intent to purchase, and so your content needs to be created specifically to satisfy that need and include terms that users are likely to use when they’re looking to make a purchase.

When you create the Amazon listings for products, you will define the title and description of the item, along with keywords, as well as other details regarding the product. Keywords in your listing influence your rank in Amazon’s organic results for searches. It’s not a surprise that a higher ranking leads to more clicks and eventually more sales. It’s important to make your content more efficient so that it will be among the top results.

What is how does the Amazon ranking algorithm function?

You might have heard about the algorithm known as a9 that has since been changed to the algorithm a10. Although there was no official upgrade from Amazon, Amazon experts recently observed some changes in the a9 algorithm and started referring to the updated version as the a10. The a9 algorithm is more well-known as a result, so let’s discuss the way it works. After that, we’ll look into the changes.

The algorithm a9 ranks product listings based on two criteria which are the relevance of your listing and its performance. Relevance is based on how closely the words in your product listing match up to the keyword you are searching for as well as performance, which is the evaluation of the previous sales of your listing. By analyzing these parameters that are a part of the algorithm Amazon algorithm will determine the likelihood of someone to make the purchase.

A variety of factors affect the relevance of your listings as well as their performance.

Relevant factors

Here’s the place where your keywords matter. The following types of content should contain the keywords that are relevant to your content.

  • Product name: This may be the most important factor that determines relevancy. The title should contain appropriate keywords to your product. Don’t be a shrewd salesperson! If you’re selling an iPhone case, make it an iPhone case.
  • The seller’s name is: Who are you to sell this product to? If you’re a specialist in a particular type of product that is related to it, you should include the relevant keywords in your seller’s name. Perhaps you are the expert in smartphone accessories.
  • Description of product: Try to include every key word that a potential buyer may be searching for. If you are selling shiny smartphone cases featuring unicorns, make sure you use these terms! Amazon is a lover of details and will scan every letter.
  • Specifications of your product As with your descriptions The product’s features can aid Amazon as well as potential buyers better understand your product. You can highlight the most important aspects that potential buyers might be seeking, for instance, tough or light to protect your smartphone case.
  • The brand name You are selling an established brand? This is crucial because people may be looking for a particular brand.
  • Keywords from the backend: Your backend keywords don’t appear on your listing however Amazon recognizes the keywords and analyzes the keywords. Make sure that they are in line with the content of your website. This isn’t a place to put keywords in!

Performance indicators

While it’s wonderful to have your keywords placed in the correct places but the purpose that is the goal of Amazon is to make sales! Its algorithm was designed in order to determine the likelihood that clicking on a link will result in sales, so the performance of your website is as crucial as keywords.

  • click-through rates: How did your product’s listing perform when it appeared in other search results? Did they click? Are they scrolling? If someone has clicked on your site after doing the google search Amazon will likely offer your site again with the same search phrase.
  • Rate of conversion: Getting a click is an excellent thing, but making an order is a whole other thing. If your site has an impressive percent of conversion for particular search phrase, Amazon will continue serving the page as a result from a search.
  • price: Price affects conversion rate, therefore it is important to align the price with comparable products within your category. If other sellers are selling similar products at less price the listing will be less likely to gain visibility.
  • Pictures: Is your page visually attractive? Customers love seeing high-quality photos of their products from a variety of perspectives and angles. Amazon also evaluates the quality and performance of images to ensure fast loading and a pleasant viewing experience.
  • reviews: How happy are your customers? A high percentage of reviews can increase the likelihood of conversion. The a9 algorithm takes into consideration the reviews’ number as well as the rating.

What is the Amazon A10 algorithm different?

Once you know the concept of a9, you’re likely to know what’s changed with the Amazon A10 algorithm. The ranking elements remain the same. Each of the above factors are vital to Amazon SEO. What’s changed is the significance of each one.

The new changes appear to be a way to increase the weight given to customer feedback. If we haven’t said it enough, let us reiterate Amazon’s mission is to make sales! The algorithm a10 has enhanced measures to understand the intent behind searches and guiding customers to results that most likely bring them to a purchase. This update also puts greater emphasis on organic clicks that result in sales as opposed to sales from advertisements.

What do you think this means to you? To be honest it’s not too much. Focus on enhancing your performance and relevance! In the event that Amazon continues to expand and acquire more data, Amazon is likely to be able to continue to improve its algorithm. We don’t know when A11 will be released!

How can you improve Your Amazon SEO strategy?

We’ve already talked about the fact that more than 50% of eCommerce is done on Amazon and that there are more than 10 million sellers who sell goods on Amazon.

What if we informed you that the US has 7,400 items available via Amazon within the US every minute? Or that US businesses made around $200,000 of sales through Amazon by 2021? And that 67 percent of all online customers used Amazon to do their 2021 online purchases?

If you’re hoping to be part of those sales figures You must ensure that your product listings appear in search results on the Amazon Search Engine. The Google SEO strategy, while still essential, isn’t enough to ensure Amazon Search Engine Optimization. Your content must be designed for the purpose of transaction to boost sales.

What is the reason Amazon is the leader in product search

Let’s step back and examine the process of making a decision for buyers because the buyer journey stage that a person is in can affect the manner they look for. The process begins when a person realizes that they have the need. The next step is to gather data. Let’s take an example. you’re looking for an oven that is new. They’ll visit Google and look up “best oven brands” or “oven reviews” This person could spend a significant amount of time browsing Google looking through reviews, articles, as well as other information on ovens before looking at choices and deciding which to buy.

What’s next? Buying. In this moment the buyer knows what they’re looking for. Because Amazon is a trusted seller There’s a high likelihood that they’ll find the perfect bargain. When someone is browsing Amazon they’ve decided to purchase. Your product should be found and to be the one to offer someone the kitchen they’ve always wanted.

You might be thinking, what’s so great is it with Google shopping? Wouldn’t that be a great service for me? Look twice. Google attempts to be competitive with Amazon and increase its presence in eCommerce, but has yet to make a significant impact. The sales generated by Google shopping aren’t much when in comparison to Amazon’s sales. Amazon and consumers aren’t keen to change their routine of buying from Amazon.

When you’re advertising on the internet, Amazon is also a more affordable cost-per-click compared to Google. CPC on Google is $1.16 against $0.77 at Amazon. This is a significant distinction that could mean or break your profit margins!

Your next question will be whether I can sell my products via Google Shopping as well as Amazon as well as Google Shopping? It’s not possible. Google will not allow you to list Amazon products through its own shopping platform. However, your Amazon product listings will be displayed in Google’s search results! This is why it appears as a natural choice to concentrate on selling your products on Amazon.

Amazon SEO Best practices for selling and make money!

Okay, we’re done discussing how crucial SEO on Amazon is. Let’s now look at the steps you must take to boost your sales on Amazon, the number one eCommerce site.

1. Find keywords to research

If you’ve already established your SEO plan for Google You may think that you could do this step without a problem. While many of the words that you type into Google can be useful for Amazon You should focus your search on keywords specifically to Amazon.

To understand this better we need to go back to the discussion we made about the search intention. A person looking to purchase an oven might search for different terms on Google as well as Amazon. On Google they could seek out “best selling ovens,” however, on Amazon they’re more likely to search for “convection oven with broil settings.”

It is possible to consider using “best selling ovens” as one of the keywords you use for Google however Amazon does not really appreciate the subjective terms like “best-selling” or “#1” and will not even consider these. You must conduct a specific research on keywords for Amazon that concentrates on searches that are high-intent and the kind of keywords people type into to find the things they’d like to buy.

Using tools like SellerApp On Site Search Optimization tool will help you determine the most appropriate keywords for market SEO. This tool can pinpoint the top performing keywords on Amazon and determine the potential of them for organic and paid strategies. Additionally, you can assess brand awareness in your particular categories to gauge the strength of your brand.

You can also perform manual research on keywords on Amazon with Amazon’s autofill option. Click on the search bar and type in your keyword to see the suggested keywords Amazon provides. They are excellent long-tail phrases that are commonly searched.

2. Optimize product titles

Amazon SEO is about optimizing your listings on Amazon beginning by defining your name. After you’ve gotten your keywords, it is time to make use of them.

The title of your product is the most important element of your website. It’s the first thing that people will are going to see, and should contain the top keywords. Based on the type of business you are in the title of your website can range between 150 and 200 characters. The minimum length recommended is 80 characters to ensure that the title will be visible when using mobile gadgets. Utilize the maximum number of characters you want, but ensure that the title is clear.

The standard structure for titles is [Brand+ Product+ Top Feature] Model or Size [Color]. In this format, all the important info appears first. It is visible to the reader even if a portion in the content is missing due to the gadget they’re using. There is very little control over the many variables that can affect the rate of click-throughs therefore, don’t squander any space in your headline. It’s the few aspects you can manage. Profit fully from this area!

3. High-quality images are displayed.

Your image is an additional element which can attract the eyeballs before clicking. Your standard image for your product. We all know that a picture is worth a thousand words. A well-designed image conveys your professionalism, credibility and what you offer. It can also lead to clicks.

If someone comes across your page, high-quality images are even more crucial. Customers want to take an in-depth look at the products in particular because shopping online does not allow users to physically touch the item which makes return returns even more complicated. Amazon allows users to zoom into images, which means that you are only able to use high-resolution images.

What kinds of images are you going to choose? People like to view products from various perspectives. You should ensure that you take pictures of every corner and nook. Also, ensure that you are using good lighting and a crisp white background.

Amazon allows you to add videos of your product. This is another method to ensure that customers have a clear view of your product, and it results in higher sales. 96% of people believe that product videos can aid in making their decisions. It is possible to create videos that show off the features of the product or make lifestyle videos to demonstrate how the product will affect the way they live their lives. Who wouldn’t love to see a short video on how the oven can make cooking dinner more efficient?

4. Create your product description

Another place that your keyword shines. The description of your product should contain all the important keywords related to your product. You must include all the key attributes that customers are searching for, as well as the various methods people describe them. Let’s take for instance, your business sells headphones. Some people might look up headphones or headsets, earbuds or even headphones. These are all important keywords that can lead users to your product page.

It’s tempting to write long paragraphs about how amazing and multi-faceted your product is. However, it is important to improve your description to make it simple to read. The majority of people don’t visit Amazon to read long descriptions (unless perhaps they’re buying books! ) Therefore, you should make your description easy to scan. This can be accomplished by listing your features in bullet points or by using bold text only sparingly.

It is the time to make use of the long-tail keywords you have found on your Amazon search bar. Provide all the details about your product’s dimensions characteristics, benefits, features and distinctiveness.

Be cautious not to overfill keywords. Amazon’s algorithm will flag attempts to alter the system of ranking by over-using keywords.

5. Use backend keywords

Amazon has a separate space to allow you to include your own keywords in your product’s listing. The keywords you add to the backend aren’t visible on your website, but they could aid in ranking. We’ve already have mentioned that consumers refer to the products they purchase by different names. Instead of listing the entire list in your description of the product You can include them on your backend.

Five lines of 50 characters each, which are used for backend keywords. You can utilize all 50 characters and phrases don’t need to be logical. Combine terms that relate with your products.

Here are a few suggestions to help you with your backend keywords:

  1. Do not use the same phrases! Keywords that appear on your listing page for your product do not need to be incorporated into the back end keywords. For instance, if you included the word “earbuds” in your description, don’t occupy the space on your backend keywords by using the word. If you have written earbuds one time then don’t repeat them.
  2. There are no Commas! You have 50 characters, so don’t spend the space with punctuation. Like I said, these words don’t have to be correctly grammatically. They only need to contain the words that relate with your item.
  3. Add the spelling variation and synonyms! Maybe you are selling a sparkling multi-color cellphone case. Make sure you include the terms “shiny” and “color” in your backend keyword list. There are many different ways to refer to things and you shouldn’t be left out of sales from British customers who appreciate the addition of “u” in certain words!
  4. No term that is temporary or subjective! Amazon ignores words like the best, most affordable, extraordinary, fresh or sale. The words used should be descriptive of the product, not opinions or words designed to lure customers to buy.

6. Maintain a competitive price

Price is among the most important factors that affect the purchase. 90% of shoppers go to Amazon after they have decided the items they would like to purchase from the website of a retailer. Customers want to be sure they’re getting the best deal and Amazon helps users to make this happen by showing prices in results of a search. If your pricing isn’t competitive, it’s likely to not get a lot of clicks.

It is essential to keep track of the prices your competitors have to offer on Amazon as well as other retailers. If you’re charging higher than your competition should have a valid reason and be able explain this to customers.

We suggest checking regularly the top competitor’s listing of products on Amazon and then adjusting your pricing strategy so that you remain in the game.

Watch the below video to know How to Keep Your Amazon Pricing Smart and Competitive

7. Fine-tune your mobile experience

Mcommerce, also known as mobile commerce is expected to make up 40% of eCommerce sales by 2022. Although mCommerce is well-known to be slower to convert as compared to desktop-based eCommerce, it makes up a significant part of the revenue.

That means you have to ensure that your product listings are simple to view on mobile devices. Make sure your content is concise and provides the most complete information using a minimum amount of text. Make smaller sentences as well as break down any lengthy sentences (if your content is not bullet-pointed) so that your writing is more readable.

Amazon suggests using fewer than 80 characters for your titles, and avoid using special characters. It is possible to reduce the length of text by using abbreviations like “oz,” “cm,” “kg,” or “in” to stay under the character limit.

Also, make sure to check your images to ensure that they are of high resolution and appear good when zooming into. It is also important to optimize images to have the least amount of loading time.

8. Make use of Amazon’s built-in advertising tools

The majority of the time, Amazon SEO is for organic traffic, which is distinct in comparison to Amazon PPC. On Amazon there is a significant connection between organic and paid search, and each influences the other.

Making use of Amazon Advertising can improve the visibility of your product and increase the recognition of your brand. It is possible to advertise your product in search results as well as on product pages. Amazon is very smart in how it presents PPC advertisements, which makes them very click-friendly and often, customers aren’t aware they’re clicking on advertisements.

The two top results are ads however the term “Sponsored” is barely noticeable. Amazon is extremely cautious about the way it selects which ads to show. When you place a bid on specific keywords on Amazon the bid with the highest value might not be the winner since Amazon is also a factor in relevancy in determining auction winners. Relevance is just as important in PPC just as it does important for SEO.

One way to make use of Amazon’s advertising in order to boost your SEO is to launch an auto-campaign. This kind of campaign allows Amazon decide the most relevant keywords for your product and then serve your advertisement in a manner that is appropriate. Then, you can analyze the information from the auto-campaign to find out which keywords contributed to clicks and impressions.

This is a valuable data which can assist you in optimizing your SEO. There are a lot of new keywords that lead to purchases and clicks. Or, you could come across keywords that cost money but didn’t translate into sales. Check your product’s listing for these keywords and remove them as they may affect your SEO. If you find that your auto-generated campaign has an unsatisfactory CTR is recommended to review your product’s page and make adjustments.

It is also important to be sure not to hurt your SEO efforts when creating advertisements. You may want to create hundreds of ads with thousands of keywords to determine the keywords that work and which ones don’t, but you must do not bid on irrelevant keywords. If you’re bidding on terms that do not have anything connection to your product You’ll be confusing the Amazon algorithms, and this could affect your organic ads.

9. Encourage reviews

Most convincing is the salesperson with a happy customer. Customers trust their fellow shoppers more than they do when they talk about the product you sell. A survey conducted in 2021 found the 77% customers look up reviews from other customers when they browse businesses. This is an increase from 60% in the previous year. Enhance your credibility by actively soliciting customers to leave reviews.

Reviews also play a major role also in Amazon SEO. In the event that you’re able to get a large number of positive reviews the product will rank higher than those with fewer or less reviews.

How can you get your customers to post review on Amazon? Send an email following the time an order is made by a client and ask if they’re satisfied with the purchase. Ask them to get in touch with you in case of a problem or to leave a feedback in case they’re happy. A few people might be content with their purchase however, they wouldn’t be able to write a review of the product without being asked. If you’re on an email list or a social media account it is possible to request that customers who bought your product to write reviews.

It is important to know that Amazon distinguishes between reviews submitted by verified buyers. Purchase reviews that are verified carry greater weightage in Amazon SEO so it is crucial to encourage those who bought through Amazon to submit reviews.

If there are customers who have purchased through other means and have reviews, they appear on Amazon but they are not given as much weight due to the Amazon A10 algorithm.

10. Use Fulfillment by Amazon (FBA)

FBA isn’t all about SEO on Amazon and can actually simplify your life more simple. For instance, suppose you don’t have enough room to store your items or the resources to handle shipping. Amazon will manage logistics on your behalf and provide you with incentives. The Fulfillment Center offers the entire logistics related services, like storing packaging, picking and shipping, and returns. This is a significant time-saver for your business and will help to provide your customers with speedy and reliable service.

FBA can also make you eligible to join Amazon’s subscribe and save program that is a fantastic method to boost the amount of sales you make and also to build customer loyalty. We’ve talked about it, more sales can increase your Amazon SEO and, therefore, FBA can help improve your Amazon SEO also!

Amaze on Amazon

Amazon competition isn’t easy and we’d believe otherwise from the largest eCommerce marketplace that has the highest number of avid shoppers. It doesn’t matter if you’re already doing well on Amazon or are just beginning your journey in your business, putting an effort to improve the quality of your Amazon SEO will surely result in higher rankings for your website, both organic and paid. Begin with these suggestions and you’ll immediately start watching your performance increase.

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Joel Lazrado
Amazon Selling Strategies

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