Optimizing Your SEO for Amazon: 2023 Comprehensive Guide

Search engine optimization (SEO) involves enhancing a website or web page’s visibility and relevance in the search results of a search engine. When it comes to Amazon, SEO focuses on optimizing product listings and pages on its platform, which happens to be the largest e-commerce site in the world.

SEO for Amazon can be beneficial for sellers and vendors as it helps improve sales, and conversion rankings within Amazon and generate traffic towards their websites.

In this article, we will provide an overview of SEO, for Amazon. We’ll delve into how Amazon’s algorithm operates, highlight the ranking factors to consider, and offer guidance on optimizing your product titles, descriptions, images, and keywords.

Learn about Amazon SEO tools and the best Amazon listing optimization service here!

What is Amazon SEO?

seo for amazon

Amazon SEO is the act of optimizing listings so they rank higher in searches on Amazon. It involves researching relevant keywords, writing compelling titles and descriptions, choosing the right categories and subcategories, and optimizing your images and prices.

To enhance your visibility, traffic and sales on the Amazon platform, it’s important to adhere to the recommended strategies for Amazon SEO.

Understanding Amazon’s Search Algorithm

The search algorithm utilized by Amazon is a system that determines the ranking and presentation of products, on their e-commerce platform. This algorithm considers factors, including relevance, popularity, availability, price, customer reviews and more.

Continuous updates and optimizations are implemented to ensure that customers have the shopping experience while providing sellers with sales opportunities. Therefore, the first step in optimizing SEO for Amazon is understanding Amazon’s ranking algorithm.

How the Amazon Ranking Algorithm (A9) Works

The ranking algorithm used by Amazon, known as A9, plays a role in determining the order and importance of products shown on their e-commerce platform. This algorithm considers multiple factors including keywords, sales performance, price, availability, reviews and customer behavior to rank products for every search made.

A9s primary goal is to ensure that shoppers receive the results by prioritizing well reviewed and competitively priced items. It aims to enhance the shopping experience for customers while also maximizing conversions for sellers.

Key Factors Influencing Amazon SEO

A9’s algorithm considers many factors including:


Picking popular keywords, for the product title, description and backend search terms can assist Amazon’s algorithm in connecting the product, with the users search and boosting its ranking.


By utilizing Amazon’s advertising offerings, like Sponsored Products, Sponsored Brands and Sponsored Display you can effectively enhance the visibility and sales of your product on Amazon. This form of advertising can also have an impact on the ranking of your product by driving increased traffic and conversions.

Performance Factors (e.g., Click-Through rate, Conversion rate)

Customers clicking on listings and completing purchases improves ranking. Product’s ranking on Amazon is often determined by its sales. The more sales a product generates, the higher it is likely to rank. Several factors affect sales performance, including price, availability, shipping options and conversion rate.

Customer Signals and Reviews

Having positive feedback from customers can boost the product’s visibility and credibility on Amazon. Products with more reviews and higher ratings tend to rank better than those with less or negative ones. Items that are well-reviewed and not returned rank higher.

Backend Keywords And Product Description Optimization

It is crucial to write descriptions that accurately represent the product. Additionally, use backend keywords to help your listing rank higher.

Optimizing Your Amazon SEO Strategy

Optimizing your Amazon SEO strategy is crucial for increasing your product visibility and sales on the platform. Below are ways to optimize your Amazon SEO.

Conducting Keyword Research for Amazon

Tools like Keywordtool.io can help you find long-tail and short-tail keywords to include in your listings.

Differentiating Between Google and Amazon Keyword Strategies

You cannot rely on Google SEO for Amazon Products. Amazon listings are geared towards selling, rather than answering questions.

Leveraging Amazon’s Autofill Feature for Long-Tail Keywords

Amazon has an auto-complete feature to help sellers choose popular and relevant long-tail keywords for listings.

Optimizing Product Titles and Listings

Your title should include the main keyword and the most important features of your product, such as brand, size, color, etc. The title should be concise and clear, and avoid keyword stuffing or misleading information.

Here is how to optimize your product titles and listings:

Importance of Product Titles and Including Top Keywords

Product titles should match the physical packaging of the product and be within 60-80 characters. Use only the top keywords for the title.

Crafting Compelling Product Descriptions with Relevant Features

Be as detailed as possible, including brand names, sizes, material types, colors, quantity, etc. Use keywords naturally and gear them towards a person.

Your description should provide more details about your product, such as its benefits, features, specifications, and usage instructions.

The description should also include relevant keywords and phrases, but in a natural and readable way. The description should be informative and persuasive, and highlight your unique selling proposition.

High-quality Product Images

Your images should showcase your product from different angles and perspectives, and highlight its features and benefits. The images should be high-quality and clear, and follow the Amazon image guidelines. The images should also match the product title and description, and avoid any discrepancies or inconsistencies.

Backend Keywords Best Practices (Avoiding Repetitions and Using Relevant Terms)

Amazon does not reward double-dipping of keywords. Doing so makes listings look like spam. Use only relevant terms for your listing so it does not show up where it does not belong, damaging your CTR and conversion rates.

Encouraging Customer Reviews

Reviews are crucial to helping listings rank higher on Amazon search pages. The reviews you receive play a role in determining the quality of your product and the satisfaction of your customers. It’s important to motivate your customers to share their constructive feedback. When faced with negative reviews, it’s essential to respond professionally and courteously.

The Impact of Customer Reviews on Amazon SEO

Positive reviews improve search rankings and keeping review rankings up increases listing rankings. You can use the Brand Dashboard to remove negative reviews that aren’t accurate.

Strategies for Getting Genuine and Positive Reviews

Selling quality products and updating listings accordingly is the basis for getting good reviews. Additionally, having good customer service will generate genuine positive reviews.

Using Fulfillment by Amazon (FBA)

This allows you to send products to a fulfillment center and then Amazon ships it to customers.

Benefits of FBA in Improving Customer Service and Loyalty

FBA guarantees Prime FREE Two-Day Shipping. Additionally, Amazon will handle packing, delivery, customer service, and returns, saving you the hassle.

Indirect Impact of FBA on Amazon SEO Through Improved Sales

Because buyers are more likely to purchase from an FBA business, increased sales will increase the search engine ranking of your product listings.

Most Common Tools Used for Amazon SEO

Some of the most common tools used for Amazon SEO are:

Keyword research tools

These tools assist sellers in discovering the lucrative keywords for their products. Here are some encountered examples:


Helium offers access to Amazon analytics, which removes the guesswork from SEO.

Jungle Scout

Jungle Scout allows you to discover which keywords will boost your sales.


SellerApp has trackers to determine listing ranks for given keywords.


Sellerise has a keyword processor enhance function to help with SEO.

KW Dominator

This is a free tool for finding the most popular Amazon keywords for listings.

Listing optimization tools

These tools help sellers create and edit product titles, bullet points, descriptions, and backend keywords, such as ZonGuru, AMZ.One, or AMZ Tracker.

Rank tracking tools

These tools help sellers monitor and analyze their product rankings on Amazon’s SERP, such as Keyworx, Sellics, or AMZScout.


How does Amazon do SEO?

Amazon is one of the most successful e-commerce platforms in the world, and it has a strong SEO strategy to rank well on search engines. Amazon follows some best practices for SEO, such as:

  • Optimizing product titles and descriptions with relevant keywords and clear information
  • Using high-quality images and videos to showcase the products and their features
  • Encouraging customer reviews and ratings to increase trust and social proof
  • Leveraging internal and external links to drive traffic and authority
  • Implementing schema markup and rich snippets to enhance the visibility and click-through rate of the products

Can we do SEO on Amazon?

Yes. Amazon doesn’t function as a search engine. Instead it serves as an e-commerce platform that incorporates its algorithm to determine product rankings. These rankings are influenced by factors, like sales, reviews and keywords.

Consequently optimizing product listings and boosting conversions on Amazon requires a set of strategies and techniques that differ from SEO practices, on Google or Bing.

What is the difference between Google SEO and Amazon SEO?

Google SEO and Amazon SEO are two methods used to enhance the visibility of a website or a product listing on search engines. Although they share the objective of optimization their goals and approaches differ significantly. Google’s SEO favors answering questions while Amazon’s SEO favors selling products.

Google SEO aims to drive organic traffic to a website by matching the user’s intent and providing relevant and authoritative content.

Amazon SEO aims to increase sales and conversions of a product listing by matching the buyer’s intent and providing relevant and persuasive information. Hence when it comes to Google SEO, the emphasis lies on factors, like keywords, content quality, backlinks and user experience.

On the other hand, Amazon SEO places importance on elements such as keywords, product title, description, images, price points and customer reviews.


Optimizing your presence on Amazon is essential for sellers who aim to enhance their visibility and boost sales on the platform. By refining your product listings, keywords, images, reviews and advertisements you can achieve rankings in search results. Attract a larger customer base.

It’s important to note that Amazon SEO is a process, rather than a one time endeavor. Continuous monitoring and improvement are necessary to stay. By adhering to practices and utilizing tools you can optimize your performance and cultivate growth in your Amazon business.

With some effort you can acquire an understanding of Amazon’s SEO techniques. Effectively apply them to improve your sales.

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