Amazon SEO in 2023: A Comprehensive Guide for New Sellers

January 2, 2023
Written by Ken Zhou
amazon seo guide 2023

Last updated on September 6th, 2023

Written by Ken Zhou

Every time we look back on Amazon's launch, we're amazed at how many people it helped grow into full-fledged ecommerce entrepreneurs. From stay-at-home parents with small businesses to household names that consumers have come to know and love, Amazon has undoubtedly been a catalyst for ecommerce's success as a whole. 

With the growth of Amazon as an effective platform to reach potential buyers, the Marketplace now boasts a whopping 9.7 million Amazon registered sellers on the platform. 

While there is no doubt that Amazon is a money-making platform that business owners cannot overlook, the level of competition is now off the charts. Entrepreneurs need to go the extra mile by keeping up with relevant updates and hope they remain ahead of their competitors by employing the best possible Amazon search engine optimization (SEO) strategies.

Most people think a comprehensive guide is impossible to teach in one article. After all, search engine optimization is a tricky game, especially in the competitive ecommerce environment. Nonetheless, we’re doing it here.

This article is a tutorial on how the Amazon search engine functions within the platform and how to formulate a sound Amazon SEO strategy for your business. 

The Amazon A10

A10 is the powerful Amazon ranking algorithm that organizes Amazon's search results on its platform. It was launched in 2018 to provide potential buyers with a more accurate and relevant search experience. 

The A10 algorithm considers crucial ranking factors for products, including positive customer reviews, product availability, shipping speed, pricing, and relevance to the customers' search queries.

One of the most significant advantages of the Amazon A10 algorithm is its ability to learn and adapt over time. This means it can analyze user behavior and search patterns to improve its search results and provide personalized recommendations to each user. 

The algorithm is constantly being updated and refined by Amazon's team of data scientists and machine learning experts to ensure it remains effective and relevant.

Understanding and optimizing for the A10 algorithm is critically important for businesses selling products on Amazon. Optimizing a product page based on the algorithm can improve search rankings and increase visibility to potential customers. This includes optimizing product titles, descriptions, and images to ensure they contain related keywords and provide clear product descriptions. 

Additionally, it is essential to focus on building a solid reputation on Amazon through high-quality products and excellent customer service, as this can significantly impact search rankings.

The Benefits of Amazon SEO

Amazon SEO, or search engine optimization, offers numerous benefits for sellers. By implementing effective SEO strategies, you can boost visibility and credibility and improve sales and revenue. You can also help customers make informed decisions to develop trust in your products and brand. Let’s get into the details below.

Increases Sales and Revenue

By optimizing product listings with relevant keywords, high-quality images, and compelling product descriptions, businesses can appear higher in search results and attract more potential buyers. This increased visibility leads to higher click-through rates, improved sales, and ultimately, enhanced revenue generation.

Increases Product Visibility and Credibility

The more your prospective customers see, hear, and read about you in and out of Amazon, the more they see you as a credible business. The products you offer may be similar to your competitors, but customers will tend to pick you over the others because of familiarity.

Helps Customers Make Informed Decisions

With effective keyword optimization and product descriptions, customers can easily find the products they need. They can make informed decisions with relevant and accurate product information that is readily available. This leads to increased customer satisfaction and higher conversion rates.

Enhances Brand Awareness and Loyalty

By optimizing product listings with relevant keywords and ensuring high visibility in search results, businesses can reach a wider audience, increasing a brand's exposure. This improved visibility helps build credibility and trust amongst potential customers, encouraging repeat purchases and fostering long-term loyalty.

Improves Competitive Advantage

Amazon SEO helps to improve a company's competitive advantage by increasing its visibility and rankings in search results. With higher rankings and more potential customers, companies can gain an edge in the highly competitive Amazon Marketplace.

Better Seller Ranking

With Amazon SEO, your products are more likely to appear at the top of search results, increasing visibility and driving more traffic to your listings. This can significantly boost sales and revenue, as customers often choose products from top-ranked sellers.

choose the right keywords text on a mobile phone

Utilize Amazon SEO Tools for Keyword Research

Keyword research is the first step in optimizing your Amazon store as the task provides insights into what search terms customers use when looking for Amazon products similar to yours. You can look for the most reliable Amazon keyword research tool or delegate the task to experts.

Valuable insights from the research can help you devise keyword strategies to rank higher in the search engine results page (SERP) and eventually reach a broader and more relevant audience. Through keyword research, you’ll learn about your competitors' keywords and how they implement them.

However, results from keyword research aren't always easy to understand, especially for beginners. To guide you, here are some concepts you need to take note of.

Search Volume

This refers to the average number of times a keyword is used to search on Amazon. You want to use people's words and lead them to your Amazon store or listing. The higher the search volume, the more traffic it'll bring. 


Keyword ranking shows the product listing's position in the Amazon SERPs for a particular keyword. Therefore, you need to use a high-ranked keyword to increase your Amazon listing's visibility in the search queries.


The lower the competition, the easier it is to rank your Amazon product page for that search term. However, this isn't to say that you must only use low-competition terms. Instead, mix some high-competition relevant keywords to get more clicks, especially for backlinking.

CPC Rate

The cost-per-click or CPC rate refers to how much you pay per PPC campaign click. It helps you understand the value and competition of each keyword. The Amazon keywords with higher CPC rates have higher competition but can also give you a better chance of conversion.

Conversion Rate

Conversion rate on Amazon is the percentage of visitors that make a purchase on the platform. It measures the effectiveness of turning potential customers into actual buyers.


Keywords aren't evergreen. Search volume increases on a seasonal basis. Typical examples are holiday-related search terms. They're profitable only at the right time; trends will show this. Incorporate them accordingly. 

Amazon SEO Strategy for Store and Product Listing Optimization

In reaching this part of the article, you must already have a clear perception of the Amazon SEO process, its primary functions, and its overall impact on your ecommerce business. Now, let’s learn which areas of your Amazon Store and product listings you should optimize.

Product Title

As the first text your customers will read on your product page, the product title should be straightforward and contain the most crucial information about your item. Amazon Seller Central uploads Style Guides to help sellers structure their titles better, and a well-crafted product title typically provides the product's unique characteristics and benefits.

While product titles highly depend on what type of product is being sold, entrepreneurs generally include the following details: 

a checklist of What To Include In Product Titles

It's important to note that each product niche has a corresponding Amazon title formula, so you cannot randomly mix these details on your title. For instance, Amazon suggests the following templates for these popular product types: 

  • Kitchenware: Brand + Model Name + Model Number + Size + Product Type
  • TV Sets: Brand + Model Name + Product Type + Color
  • DVD Players: Brand + Model Name + Size + Product Type + Screen Type
  • Jewelry: Brand + Product Category + Sex + Metal Variation + Shape + Material + Product Type
  • Video Games: Brand + Product Type + Type of Platform

By optimizing your product title, you can immediately catch your customer's attention and increase your business's likelihood of producing sales.

Product Description 

Since Amazon is an entirely online platform, the only way that entrepreneurs can make a sales pitch to customers is through a clear product description. Think of it as an opportunity to persuade customers with the right words for their purchasing decision. Below are some of our Amazon SEO tips for product detail page keyword optimization.

Do not rewrite. 
A well-crafted product description does not merely mimic what is written in the product title but expands on its details and makes the benefits a focal point of the text. 
Tell a story.
If you want to take your product detail page to another level, tell a story of how exactly the product came into existence. This is a real-life testimonial about the product that presents a unique viewpoint on why people need it in their lives. 
Make it readable.
Customers on Amazon typically hate reading large chunks of text, so you have to make your product descriptions as concise as possible. We recommend maintaining three lines for each paragraph and separating them using the line break HTML code. You can also utilize Amazon Enhanced Brand Content/A+ Content to create informative images.
Utilize Amazon SEO tools.
The product description tab has a set of tools to choose from, including the ability to put bullet points, lists, and bold/italicize/underline texts. Take advantage of these tools to make your product description stand out.Product descriptions provide an avenue for you to talk to your target audience. Why not make the most out of them? Enhanced Brand Content can really help you with this.
product description written on a notepad

Bullet Points

Bullet points are yet another way to make a compelling case to your target audience that they should purchase your product. Most Amazon customers prefer reading concise bullet points over lengthy descriptions. So it shouldn't come as a surprise that bullet points contribute positively to a business' increase in conversion rates. 

Here’s what you can do to write bullet points that convert.

Outline the best points.
It's your job as an entrepreneur to make sure bullet points are written differently from your title and description. Instead of being straightforward or telling a story, clearly outline the product's best attributes.
Focus on one benefit per bullet point.
Writing an individual benefit per bullet point is an excellent way to entice your audience. For example, instead of writing “Easy to use, high-quality” in one bullet, you can separate them into two for better readability.
Be aware of the limits. 
An Amazon product listing has a limit of 200 characters per bullet point, so make sure your highlights are compact but still loaded with important information.Every time a product listing has a formally-structured and compelling set of bullet points, it will have the upper hand against other listings on the platform.

Product Images

People are naturally drawn to visual imagery more than other types of content, and high-quality product photos are valuable visual information that Amazon entrepreneurs can provide for their customers. Good product photography doesn't only mean taking photos of your Amazon items. It utilizes specific techniques to showcase your products and communicate to your audience effectively. 

To achieve this, you need to follow these essential tips.

Take high resolution images.
Before taking your product photos, consider investing in a high-resolution camera for optimal image quality. Your most crucial goal with product photography is to ensure each product will be displayed in its best visual condition. Avoid taking blurry or low-quality photos, or you might lose customers.
Find the proper lighting.
One of the most important Amazon SEO ranking factors is adequate lighting. Most high-quality photos have a natural light backdrop (generally soft tones) or artificial lighting, with reflectors and lightboxes. While the appropriate lighting depends on what products you have, your end goal should always be to make your products look better for your audience.
Use a white background.
Most product photos on the Amazon platform are taken with a white background. It is one of Amazon’s image requirements to eliminate all possible distractions and allow the camera to completely zero in on the product. 

A white background can also give your product listing added professionalism, which is beneficial since Amazon customers prefer visually credible photos. Nevertheless, Amazon also allows you to post product images with different backgrounds. You can experiment with your product photos until you get the best outcome.
Take product images from multiple angles.
As an Amazon entrepreneur, you are responsible for taking your customers by hand and giving them a visual tour of your product. Think of yourself as a museum tour guide. Since your audience cannot physically see or touch the product, an alternative trick to convince them is by taking photos from multiple angles.

These product images should showcase a combination of your product's exterior and interior look. For instance, if you're selling sports apparel on the Amazon Marketplace, try taking photos of your products from afar, up close (to display the material used), and when worn.

Backend Keywords

Like air, backend search terms are unseen. Like air, backend keywords are also critical (for your Amazon SEO). As the name suggests, backend search terms are hidden but are essential Amazon SEO ranking factors. The backend is where you put search terms you cannot put in the title, bullets, and descriptions.

Make sure to implement only the best practices, and here are some of them.

  • Don’t stuff keywords. Backend search terms have a limit of 250 bytes, and each keyword counts.
  • Use only keywords that are unused in the product title and description. You can also incorporate more search terms related to your products.
  • Do not use “cheapest,” “best,” or ranking keywords not associated with your products. Amazon does not allow these.
  • Add long-tail search terms, which are more detailed keywords entered by a customer.
  • Include synonyms, abbreviations, and alternate names as backend keywords.
  • Use lowercase letters only and separate words with a space.
  • Exclude ASINs, your brand name, and competitors’ brand names.
  • Add misspelled relevant keywords.
  • Add relevant keywords in different languages.
  • Add competitor keywords you want your store and products to rank for.
a woman clicking emojis as customer review

The Impact of Amazon Reviews and Ratings

For Amazon’s A10 algorithm, your customer reviews are significant, too. Besides the content of your product listings, it also considers your ratings. So to maintain a good store reputation and high product rankings, you must get positive reviews from your buyers.

Customer reviews matter for a buyer's purchase decision. Good feedback and ratings from other buyers serve as social proof and can encourage them to buy. After selling quality products and giving superb customer service, here are some ways to get more feedback.

  • Utilize Amazon Seller Central’s Seller-Customer messaging feature to reach customers for rating and feedback.
  • Sign-up for the Amazon Early Reviewer Program. You can jumpstart your reviews through this program. You can also ask buyers to leave reviews up to 20 days after their purchase. 
  • Collect email addresses and grow your social media followers. Blast messages asking your buyers to leave a comment on your Amazon account. 
  • Launch a website and partner with influencers. Start engaging with your past, present, and potential customers. The more engaged they are, the more likely they’ll leave remarks on your Amazon account. 

The more good ratings and feedback you receive, the higher the chance your product listings rank higher on the search engine results. Just ensure that you do it the right way. Fake reviews are immediately flagged on Amazon, which can get accounts suspended or closed. 

Meanwhile, use negative reviews and feedback as an opportunity to communicate with your buyers and handle their concerns immediately. Also, check if their reviews are about the product, not you as the seller. If this is not the case, file a request for feedback removal on Amazon Seller Central.

Amazon Advertising Campaign Optimization

With Amazon’s A9 algorithm, PPC was everything. Back then, you had to be careful in choosing whether you’d have an automatic or manual campaign and if you’d use the exact, phrase, or broad matches for your ad keywords. 

These practices still have relevance in A10, albeit diminished, as the main focus of the new algorithm is getting traffic from external links. Still, PPC is essential, and each campaign you launch should count.

Since you will gain traction from these paid advertisements, you should know that Amazon marketing services cost about $0.81 per ad. This is just the average amount. Ultimately, it will still depend on your strategy and budget. The more strategies you employ, the higher your budget should be. It also depends on the type of advertisements you're going to get. 

You can choose from several Amazon advertising options, and each is better used for specific goals.

the four Amazon Advertising Options including Sponsored products, sponsored brands, sponsored display, and stores

These are just some ways to advertise, as there are still more in and out of Amazon. But no matter which campaign you go for, practice Amazon SEO. Here are some strategies.

  • Target keywords that newcomers use so whenever they appear on the Amazon search results, you will be the better option because of your authority.
  • Target keywords used by a product listing that have lower ratings than you to present your product as a more credible option.
  • Target keywords of more expensive products than yours to provide buyers with a cheaper yet quality option.
  • Target product listings where your product serves as a complement. Buyers may not be planning to buy your product but may do so because it complements the product they are looking for.
  • Buyers who are specific in their search have a higher intent to purchase. Target them using long-tail keywords. 
seo mistake text on a laptop placed on a wooden table

Most Common Amazon SEO Mistakes To Watch Out For

As we near the completion of this Amazon SEO guide, you are now equipped with the knowledge necessary to analyze the A10 search engine and optimize your product listings.

However, you should also know that businesses tend to overlook other parts of the Amazon process. These seem insignificant at first glance, but they eventually cause a negative ripple effect on an Amazon business's sales performance. 

Below are some of the most common mistakes that Amazon entrepreneurs make with their Amazon SEO strategy.

Product Inventory Mismanagement

Amazon SEO aims to increase your brand's exposure on the platform so people can buy your products, but it will be useless if you fail to streamline your product inventory process. Overstocking or understocking your inventory will result in poor customer experience, which you want to avoid.

Lack of Relevant Keywords Maintenance

Creating the best Amazon SEO strategy is one thing, but maintaining it is entirely different. Most Amazon sellers quickly get dethroned because they fail to implement strategies to keep the SEO process efficient. To start, you can track your performance regularly or consider launching an Amazon PPC campaign to boost your visibility in the Marketplace even further.

Outdated Algorithm Knowledge

While Amazon's A10 search engine is brilliant, its algorithm continues to mature. These adjustments frustrate Amazon entrepreneurs and fail to sustain their Amazon SEO strategies. This is why it’s important to stay updated with Amazon algorithm updates, so you can immediately apply the changes in your store, adjust strategies, and attain your goals.

Little to No Competitor Analysis

Despite Amazon's fiercely competitive atmosphere, only a few savvy entrepreneurs take the time to research how their competitors are faring on the platform. This method is beneficial when you try to find loopholes in their product listings and fill those gaps on your web page. If you want to know how to improve Amazon SEO, competitive research is one way to reinforce your product listings.

False or Inaccurate Product Details

One of the worst mistakes you can make with your Amazon SEO strategy is writing false information on your product listings. This devious trick will only harm your business reputation since you are trying to scam customers on the Amazon platform to make a profit.

Search Engine Optimization by Seller Interactive

While there is no magic trick to formulate the perfect Amazon SEO strategy, learning the SEO process's foundational concepts is already a significant step towards your ecommerce success. This SEO masterclass won't make you an instant Amazon SEO expert overnight, but we hope it can arm you with the knowledge you need to get on the right track. 

If you're interested in hiring a professional Amazon SEO company to help you with your SEO needs, Seller Interactive can help you formulate a specialized Amazon SEO strategy for your business.

Book a call with us so that we can discuss the details further. Talk to you soon!

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