Decoding Amazon SEO: How to Do SEO for Amazon Products to Rank Higher

March 30, 2021
Written by Jenna
how to do seo for Amazon products

Amazon is a search engine in itself. As a seller, you must treat it more than an online marketplace. Amazon PPC campaigns and other advertising strategies aren't enough to promote your products. Furthermore, your listings must be optimized for Amazon's search engine to help your products rank well. If you want to drive traffic and increase conversions, you need to know how to do SEO for Amazon products.

We understand that not all Amazon sellers have technical knowledge of how Amazon SEO works. After all, your main goal is to gain profit by selling your products on Amazon. No more, no less. However, it would be beneficial to you if you know how to answer the following questions, which we will tackle in this article:

  • How to improve your product ranking on Amazon?
  • How to get your Amazon product on the first page?
  • How to add keywords to Amazon listing?
  • How to choose Amazon keywords?

What is the difference between Amazon SEO and Google SEO

First, let us draw a line between Amazon SEO and Google SEO. Amazon SEO is like Google with a twist. It's better to differentiate it based on the user's intent or goal.

In Google SEO, its primary goal is "search intent." Its job is to search for information on the internet that matches the user-inputted keyword. Google is designed to index and withdraw lots of data in the fastest way possible using its PageRank algorithm.

On the other hand, Amazon SEO also has a "search intent" to find products in its database, but intends to purchase it. Amazon SEO, which runs in the A9 algorithm, is designed for finding and purchasing a product.

What is the function of Amazon's A9 algorithm

The A9 algorithm is the brain behind Amazon SEO. Whenever a customer searches on Amazon, the A9 algorithm runs its sophisticated technology in the background. Think of the A9 algorithm as a salesperson in a brick-and-mortar store that helps a customer in its buying decision process.

A seller must know how Amazon's A9 algorithm works because it is the key to higher product ranking and sales. First, you need to know  the factors A9 algorithm considers to rank products on Amazon.

Amazon product ranking indicators

The A9 algorithm considers ranking indicators such as keyword relevance and performance of a product listing, as explained below:

Keyword relevance – it wouldn't be called SEO without it, and Amazon highly values relevant keywords. Where does Amazon expect to find them? These should be in the product listing title, bullet points, description, and backend search terms. 

Product listing performance – Amazon measures a product's performance according to its sales performance history, CTR (click-through-rate), and CR (conversion rate). These are reflected in the sales, stock inventory, product images, price, reviews, and ratings.

Other factors you may consider are the fulfillment method, EBC/A+ Content, PPC campaigns, and promotions.

How to do SEO for Amazon products

Now that you're acquainted with the A9 algorithm, you may be thinking of ways on how to get your Amazon product on the first page since it is rare for customers to get past the second or third page. However, expect to compete against millions of sellers and, of course, Amazon's A9 algorithm.

How to improve product ranking on Amazon? You may try the following:

How to choose Amazon keywords relevant to your product

The initial step to choose Amazon keywords is conducting keyword research. There are different ways to do this, such as:

Autocomplete suggestions by Amazon – the autocomplete feature of Amazon when you search for a product is the easiest method to find keywords, it is also free.

Look at competitor's keywords – get inspiration from your competitor's product listings. Pick at least five listings to get you started. In this way, you can also conduct a competitor analysis to understand how they are fairing in terms of listing quality and customer reviews.

Keyword research tools – if you have the budget to invest in one, there are various tools to help you search for the most relevant keywords. Examples include Jungle Scout's Keyword Scout, Ahrefs Site Explorer, and MerchantWords.

How to add keywords to Amazon listing

Keyword stuffing is a big no-no. Here's how to add keywords to Amazon listing the correct way.

Product title

It is a part of a product listing that is first indexed by Amazon. Moreover, it is the first thing the customer sees when searching for a product. Amazon suggests to include the following in your product title:

  • Brand
  • Product line
  • Material or key feature
  • Product type
  • Color
  • Size
  • Packaging/Quantity

Now, it is up to you where you will insert relevant keywords, so that the title still makes sense.

Bullet points 

Your product's features occupy this space, and Amazon indexes its first 1,000 characters. How should it be written? Nielsen Norman Group suggests the following tips on how to write attractive and readable lists:

  • Keep each list item  similar in length.
  • Structure each list item consistently. (e.g., noun, verb).
  • Write the product's important features first.
  • Create a short but descriptive introduction.

Product description

Write a description that sells but does not sound too salesy. It should provide customers enough details to know what your product is all about. SEO guru Neil Patel also recommends the tips below:

  • Determine your buyer persona.
  • Write in your brand's voice.
  • Create scannable content.
  • Explain what your product does.
  • Use both features and benefits.

Amazon doesn't specify how it indexes product descriptions. But as a good rule of thumb, add a mix of seed and long-tail keywords in the copy.

Backend search terms

Don't miss out on inputting backend search terms, despite its misleading name. Why? In 2018, Amazon overhauled its interface from five (or more) distinct fields to a single field. The online e-commerce giant found out that sellers abuse it because it really helps in the product ranking. Now, you only have 250 characters in total for this field. 

Here's how you can maximize its use:

  • Include keywords not yet used in title, bullets, and descriptions.
  • Add long-tail keywords, which are more detailed keywords entered by a customer.
  • Include synonyms, abbreviations, and alternate names.
  • Use lowercase letters only and separate words with space.
  • Exclude ASINs, brand name, and competitor's brand name.

Next is optimizing performance product ranking indicators.

How to optimize a product listing's performance 

Is your product performing well in terms of sales velocity, CTR, and CR? If not yet, improve its product ranking by tweaking the following:

Stock inventory 

How can you boost sales if you're running out of stock? A depleted stock inventory doesn't sit well with Amazon's A9 algorithm. Besides, customers might turn to your other competitors, thus, resulting in loss of sales and lower CTR. Always keep an adequate inventory at all times.

Product images 

If you can't convey your unique selling proposition (USP) through words, persuade customers to buy your product through high-quality and stunning images. It should be enough to encourage customers to click the "Buy Now" button. Try the tricks below on how to produce attractive product images:

  • Use a clickable and engaging main image, which is the first thing customers will see in the search results page.
  • Take  photos of the item from all angles (e.g., front view, rear view, side view, the product inside the box, product beside the box, etc.)
  • Use a white background (RGB: 255, 255, 255), and it should fill at least 80% of the image area.
  • Users must be able to zoom in, so photos must be at least 1,000 pixels, and the resolution must not be less than 72 dpi.
  • Show how the customers will use it and how it will add value to their lives.
  • Demonstrate how it perfectly blends in different settings where the customer will likely use it.
  • Create a point of reference to display the actual size and dimension of the product.

Price 

In reality, customers favor the lowest-priced products on Amazon. But don't be discouraged from applying competitive pricing on your products since your main goal is to achieve higher sales and CR. 

Reviews and ratings

Put yourself in the customer's shoes. How will you react if a product has a two-star rating and poor reviews? You will click the back button! Don't let this happen by doing the following:

  • Read and adhere to Amazon's guidelines regarding product reviews.
  • Acknowledge and answer customer's grievances right away.
  • Provide ways to solve their negative reviews about your product.
  • Request Amazon to remove reviews that violate its community guidelines.
  • Attend to unanswered questions in the Q&A section of the product page.

Recap

There are no shortcuts on how to do SEO for Amazon products. Keep in mind that you need to play by the rules of Amazon's A9 algorithm to improve your product ranking. Start with optimizing your product listings to enhance your product's performance. Moreover, update your relevant keywords from time to time to get your products on the first page of the search results. Therefore, customers will easily find and purchase your products, which helps improve your seller rating and reputation in the Amazon marketplace.

Do you want to know how to do SEO for Amazon products? Seller Interactive has a team of experts who are willing to help you on how to get your Amazon product on the first page! For inquiries, email [email protected].  

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