Amazon SEO: A Step-By-Step Guide for Ranking Your Listings

Amazon SEO for 2023: A Step-By-Step Guide for Ranking Your Listings

Amazon accounted for 43.5% of all American online sales in 2021. As long as Amazon dominates online shopping, this number will surely rise. (Unless you’re Nike) If you’re a retailer trying to succeed online, you must pay attention to Amazon.

For everyone who isn’t Nike, optimizing your content for Amazon search will be crucial to your eCommerce success. While Google SEO strategies are comparable to those used for Amazon, Amazon has algorithms and best practices that direct customers to the appropriate product pages.

There are already 9.7 million sellers on Amazon, so there is a lot of competition. 10% of Amazon merchants bring in at least $100,000 annually. Make sure your product pages stand out and are served to potential buyers if you want to be one of those vendors.

Why can’t you do this? Before optimizing for Amazon SEO, first, comprehend the Amazon search engine’s algorithm. Let’s get going.

What is Amazon SEO?

The focus of Amazon’s SEO service is on those keywords that consumers use to find products to buy. The majority of Amazon customers have transactional search intent. Therefore, you should customize your content to fit this intent and include words and phrases that consumers use when they’re ready to purchase.

A title, a description, keywords, and other details regarding the product are all defined in your Amazon product listing. The keywords influence your organic ranking in Amazon’s search results in your listing. A higher rank generates more clicks, which in turn generates more revenue. You need to optimize your content to get listed among the top results.

Amazon SEO: Best Practices to Sell

1. Research Keywords

You might believe that you can skip this stage if your SEO strategy for Google has already been established. Even though many of the phrases you use on Google are helpful on Amazon, you should explicitly target your keyword research for Amazon. To understand this better, let’s review what we discussed before about search intent.

On Google and Amazon, a person trying to buy an oven may enter various search terms. They might put “top selling ovens” into Google, but they’re more likely to type “convection oven with broil settings” into Amazon.

You may use “best selling ovens” as one of your Google keywords, but Amazon doesn’t appreciate terms like “best-selling” or “#1”. For Amazon, you need to conduct targeted keyword research focusing on high-intent searches that consumers enter when they know what they want to buy.

You can also conduct manual keyword research on Amazon by using their autofill feature. To see the suggestions Amazon displays, search the search bar and type a keyword. These are high-trafficked long-tail keywords.

2. Optimize Product Titles

Amazon SEO is about optimizing your Amazon listing, beginning with the title. You can use your keywords now that you have them.

The most crucial aspect of your page is the product title. It is the first thing people notice and should include your most important keywords. Your title can be 150-200 characters long, depending on the category. The recommended length is 80 characters for the title to appear on mobile devices. Use as many characters as possible, but make sure your title makes sense.

A title should be formatted as [Brand] + [Product] + [Top Feature] + [Model or Size] + [Color]. The most important information appears first in this format. People notice it, even if their device obscures some text. Because you have little control over many factors that may influence your click-through rate, don’t waste any space in your title. Make the most of this space! It’s one of the few things you have control over.

3. Display High-Quality Images

Another element that can pique pre-click interest is your image. We all know that a picture is worth a thousand words: a good image says a lot about your professionalism, trustworthiness, and product quality. It also results in clicks. Customers can also see your standard product image.

Quality images become even more critical once someone clicks on your listing. People want to look closely at products, especially since online purchasing prevents them from touching the product and complicates returns. Because Amazon allows users to zoom in on images, you can only use high-resolution images.

What types of images should you employ? For starters, people prefer to view products from various perspectives. Make a point of photographing every nook and cranny. You should also use good lighting and a clean white background.

Amazon also allows you to upload product videos. It is another excellent way to ensure that customers have a favorable impression of your product, which leads to increased sales. Product videos are helpful in the decision-making process for 96% of consumers.

You can create videos highlighting the product and its features or lifestyle videos showing customers how it will affect their daily lives. Who wouldn’t want to watch a video about how an oven can make dinner prep a breeze?

4. Create Your Product Description

Another place where your keywords will shine is the product description. All important keywords about your product should get included here. You must include all essential features that people look for and various ways to describe them. Assume you’re in the business of selling headphones. People may look for headphones, headsets, earbuds, or earphones. These are all important keywords that could direct people to your product listing.

It may be tempting to write lengthy descriptions of how multifaceted and extraordinary your product is, but you must optimize your description and make it easy to read. It can be accomplished by listing features in bullet points or by using bold text sparingly. Most people don’t come to Amazon to read lengthy descriptions (unless they’re buying books! ), so make yours scannable.

The product description is where you should use the long-tail keywords that you discovered in the Amazon search bar. Provide details about your product’s dimensions, benefits, features, and uniqueness here.

Take care, and use the keyword sparingly. Amazon’s algorithms will detect attempts to game the ranking system by stuffing too many keywords.


5. Use Backend Keywords

You can add your keywords to your product listing on Amazon using a unique field. These backend keywords are not visible on your page, but they can improve your ranking. For example, we mentioned that users refer to products by different names. Instead of including them in your product description, you can include them in the backend.

Connect various words that are relevant to your product. Backend keywords are limited to five lines of 50 characters each. You may use all 50 characters, and the phrases do not need to make sense.

Here are some backend keyword suggestions:

  • Don’t repeat yourself! Keywords from your product listing page do not need to be included in your backend keywords. For example, if you used the word headphones in your title, don’t use it in your backend keywords. If you’ve already written earbuds, don’t use them again.
  • There should be no commas! Don’t waste your 50 characters on punctuation. As previously stated, these phrases are not required to be grammatically correct. They only need to include words about your product.
  • Include synonyms and alternate spellings! People use different terms, and you don’t want to miss out on sales from British customers who prefer the extra “u” in certain words! Maybe you’re selling a multi-colored glitter phone case. Ensure your backend keywords include “shiny” and “color.”
  • There will be no subjective or temporary terms! All words should describe the product rather than express opinions or persuade customers to buy. Amazon ignores words like best, cheapest, excellent, new, and sale.


Amazon’s competition is fierce, but we wouldn’t expect anything less from the world’s largest eCommerce marketplace with the highest-intent shoppers. Whether you’re already killing it on Amazon or just getting started, putting some effort into improving your Amazon SEO will undoubtedly result in better organic and paid rankings. Start with these suggestions, and you’ll notice an immediate improvement in your performance.

Icecube Digital is a leading Seattle SEO company offering a comprehensive range of SEO services to take your business website to new heights.

Digital Marketing Manager

Nitin is the Digital Marketing Manager at Icecube Digital. He has helped many organizations grow their business online and improve sales through strong branding and consistency in communication.