Ranking highly on Amazon search is crucial for product discovery and sales. With millions of competing listings, optimizing your Amazon SEO is vital to stand out. This comprehensive guide covers proven tips and strategies to improve your Amazon ranking and organic visibility.

What is Amazon SEO?

Amazon SEO refers to optimizing your product listings and content so they appear higher in Amazon’s search results. This includes:

  • Optimizing title, bullets, description for keywords
  • Enhancing discovery through Amazon features
  • Generating positive signals like reviews
  • Improving conversion rate optimization (CRO)

The goal is to make your listings more visible and attractive to searchers so they click and purchase your products. SEO combined with Amazon PPC ads can greatly boost sales.

Why Amazon SEO Matters

Ranking higher for product searches on Amazon brings significant benefits:

Increased Product Visibility

Listings on the first page of search results get 90% of clicks. You want your products appearing there.

More Organic Traffic

Appearing higher in searches and suggested/related products drives more visits without paid ads.

Improved Click-Through-Rate

Relevant, attractive listings improve click-through-rate from search results.

Higher Conversions

Good SEO leads to more product page visits and higher conversion rates.

Brand Awareness

Foundational element for establishing product and brand visibility and authority on Amazon.

Optimizing your Amazon SEO should be a core strategy – it enables organic discovery and sales 24/7.

Amazon Search Algorithm and Ranking Factors

To rank highly, you need to understand how Amazon’s search algorithm works and key ranking factors:

Amazon A9 Algorithm

Amazon uses its own proprietary A9 ranking algorithm to determine search results, influenced by Google’s early PageRank technology.

Exact Keyword Matching

keywords in the search matching exact words in your title and listing is a major factor.

Conversion Rate

Listings that lead to more purchases improve in rankings over time.

Relevance Score

How closely a listing matches the searcher’s intent based on keywords, page content etc.

Reviews and Ratings

Listings with more positive reviews tend to rank better.

Sponsored Products

Sponsored listings appear higher but also influence organic rank.

While Amazon doesn’t share full details, optimizing these key factors in your listings can improve search position.

Amazon SEO Opportunities and Challenges

Understanding the unique SEO landscape on Amazon reveals opportunities for success along with challenges to overcome:


  • Millions searching Amazon daily for products
  • Can appear #1 for long-tail precise searches
  • Control page content, reviews, CRO to improve rank
  • Changes impact rank faster than Google SEO


  • Limited title space – 250 chars max
  • Can’t influence site-wide factors
  • Frequent competition changes
  • Need to balance with PPC ads strategy
  • Requires constant testing and optimization

Many factors are under your control, but competition is intense. Consistency and persistence with Amazon SEO best practices pays off over time.

Key Elements of Amazon SEO

These core on-page elements are critical for Amazon SEO success:

Keyword Optimization

Carefully optimizing the title, bullet points, description and backend for target keywords.

Information Rich Detail Page

Having extensive product details, images, videos etc enhances conversion.

Positive Signals

Reviews, seller performance, site traffic all contribute to relevance.

Conversion Rate Optimization

An attractive, easy purchasing process improves conversion rate.

Off-Page Signals

Positive external validation like social shares and branded search volume.

Thoroughly optimizing and enhancing these elements signals relevancy to Amazon’s algorithm and shoppers.

Amazon SEO Strategies and Tips

Here are proven strategy tips for improving organic ranking on Amazon:

Research Competitors and Keywords

Identify high-traffic keywords your competitors rank well for that are relevant for your products. These present opportunities to target and rank for long-tail keywords with less competition. Tools like Helium 10, Jungle Scout and Sonar make this easier.

Include Keywords Naturally

Organically incorporate keywords in titles, bullets, backend, A+ content rather than stuffing. Write for customers more than algorithms.

Update Listings Frequently

Make small regular updates to listings to trigger Amazon’s indexing and rank evaluation processes. This helps new content and optimizations get discovered.

Enhance Listing Quality

Optimize images, A+ content, video etc to create rich, informative listings that build trust and boost conversions.

Promote Listings Externally

Earn off-Amazon signals like social shares, external links and branded search volume to enhance authority.

Monitor Performance

Check rankings routinely for targeted keywords using tools like SellerApp. Test and tweak based on what moves the needle.

With a data-driven approach optimizing key elements on and off Amazon, you can improve search visibility and conversion over time.

Optimizing Amazon Listing Titles

The product title is a critical element for Amazon SEO. Follow these best practices:

  • Exact keywords first – Frontload with your most important keywords and product descriptors.
  • Primary keywords – Include a primary exact match keyword phrase in the beginning.
  • Brand name – Add your brand name when possible for improved visibility and authority.
  • Length – Maximize the full 250 characters available for keywords while being natural.
  • Formatting – Use capitalization, spacing, dashes/parenthesis smartly to highlight keywords.
  • Compelling – A title should entice the searcher while accurately describing the product.
  • Consistency – Keep titles consistent across product listings for better branding.

The title sets first impressions and has heavy influence on Amazon search rankings.

Optimizing Amazon Bullets

The bullet point description offers more optimization areas. Best practices:

  • Phrase match keywords – Include variations of your primary keywords in bullet points.
  • Keywords first – Start each bullet with important keywords for weights.
  • Product benefits – Explain the value proposition and differentiation of your product.
  • Social proof – Reference reviews, ratings and number sold to build trust.
  • Scannable – Use spacing, formatting, lists and highlighting for scannability.
  • Call-to-action – Include a CTA like “Add to Cart” as the final bullet.
  • Consistency – Maintain similar structure across listings for uniformity.

Optimized bullets boost click-through rate from listings and drive conversions.

Optimizing Amazon Product Description

The product description offers room for additional keywords and sales copy optimization:

  • Natural keywords – Work primary keywords in smoothly and conversationally.
  • Paragraph headers – Use H2/H3 headers to highlight key areas like product details, specifications, usage, etc.
  • Expand on bullets – Elaborate on product features and benefits with specific details.
  • Formatting – Use lists, emphasis, line breaks and whitespace to improve scannability.
  • Call-to-Action – Encourage shoppers to purchase with a clear CTA.
  • Search intent – Tailor copy to match customer’s intent based on the keyword searched.
  • Consistency – Keep core product descriptions consistent across listings pages.

Optimized descriptions keep customers on page and nudge them towards purchasing.

Enhancing Listings with A+ Content

A+ Content lets you add enhanced graphical content to listings for deeper engagement:

  • Detailed images – Zoomable high-res photos, videos, 360 spins show product details.
  • Comparison charts – Help shoppers compare between product variations.
  • Info graphics – Illustrate key product features and usage visually.
  • Text modules – Add keyword-optimized paragraphs, headers, lists.
  • Brand story – Share your brand heritage, founding etc to build connection.

A+ Content attracts clicks, keeps visitors on page, boosts conversion rate – all signals for better ranking.

Using Amazon Advertising to Boost SEO

Amazon advertising and SEO influence each other. Strategic tips for using ads:

  • Target aligned keywords – Match your ad keywords to SEO keywords.
  • Cross-promote listings – Remotely advertise related products to build association.
  • Promote new listings – Kickstart with ads to build initial ranking signals like sales.
  • Win page 1 bids – Bid competitively on the keywords you want to rank for. Appearing in the ad spot influences organic rank.
  • Improve CTR – Compelling ad copy improves click-through-rate which lifts organic listing performance.
  • Monitor impressions – If ad impressions far exceed clicks, listing may underperform in SEO. Optimize further.

Ads and SEO are interconnected on Amazon. Thoughtfully using PPC provides a boost for organic efforts.

Generating Amazon SEO Signals

Beyond on-page factors, these off-page signals also impact Amazon SEO:

  • Positive reviews – More 4 and 5 star reviews improve conversion and authority.
  • Improved seller rating – Fast shipping times and good customer service enhance your seller profile.
  • Listing views – Higher impressions signal relevance to Amazon’s algorithm.
  • Sales velocity – Frequent and growing sales numbers indicate a quality product.
  • Branded search volume – People searching for your brand name indicates growing awareness and interest.
  • Backlinks – Editorial links and brand mentions on other sites helps increase domain authority.

Cultivating these positive ranking signals takes work but enhances your overall presence on Amazon.

Amazon SEO vs Google SEO

While there is overlap in best practices, Amazon SEO also differs from traditional Google SEO in key ways:

Amazon SEOGoogle SEO
Focuses exclusively on optimizing product listingsImpacts entire domain’s rankings
Title, content structure defined by AmazonMore content formatting flexibility
Content and rankings update fasterRanking changes slower
Uses Amazon advertising extensivelyGoogle Ads are separate
Sales and conversion heavily weightedUser experience and dwell time important
Can’t impact site-wide technical factorsSite speed, structured data etc are factors
Competitors constantly changingCompetitor landscape more stable

The restricted structure yet rapid refresh of Amazon makes its SEO behave differently than typical website SEO. Mastering both is valuable for sellers.

Common Amazon SEO Mistakes to Avoid

Here are some frequent mistakes sellers make that hurt Amazon SEO:

  • Stuffing titles and listings with excessive keywords
  • Using keywords that don’t match searcher intent
  • Not enhancing listing content like A+ over time
  • Generic, duplicate content across listings
  • Poor quality images that slow page loading
  • Not requesting reviews from buyers
  • Inconsistent titles, branding across listings
  • Overpromoting products through ads without optimizing SEO

Avoiding these common missteps helps your product listings stand out for relevancy and quality. Focus on useful content optimized for customers.

Amazon SEO Tools

These essential tools help with Amazon keyword research, tracking rankings, and optimizing listings:

  • Helium 10 – All-in-one toolset for product research, tracking, optimization, and management.
  • Jungle Scout – Find profitable keywords and niches. Filter by demand and competition.
  • SellerApp – Track keyword rankings and monitor competitors over time.
  • Sonar – Reveals opportunities to target less competitive keywords just below your main terms.
  • Splitly – A/B testing tool to optimize listings, pricing, ads to increase conversions.

The best tools automate competitor monitoring and tracking so you can focus on optimizing.

Hiring an Amazon SEO Agency

Given the complexity, some sellers opt to hire Amazon-specialized SEO agencies and consultants to optimize listings. Typical services offered:

  • Competitor Analysis – Identify top competitors and profitable keywords to target.
  • Listing Optimization – Update titles, content, backend keywords, A+ for improved SEO.
  • Rank Tracking – Monitor keyword rankings over time and tweak listings.
  • Sponsored Ad Management – Set up and manage PPC campaigns.
  • Reporting – Provide ranking reports, traffic analysis, actionable recommendations.

A quality SEO agency alleviates work optimizing listings manually and provides strategic insights. Expect to invest $500+ monthly depending on needs.

Amazon SEO Case Study

Let’s look at a real example:

John sells under-cabinet LED lighting strips on Amazon. Sales are stagnant. He notices competitors ranking above him for keywords like:

“under cabinet led lighting” “led under cabinet lighting kit”

Using tools, he researches alternative long-tail keywords with decent search volume but less competition, like:

under cabinet lighting for kitchen” “led lights for under kitchen cabinets

John updates his listings to naturally incorporate these phrases in titles, bullets and backend keywords.

He takes high-quality product photos and videos to create enhanced A+ Content. For competitive terms like “under cabinet lighting”, he supplements with Sponsored Ads to gain visibility.

Over 2 months, John’s more targeted SEO and expanded content causes his listings to rise from Page 2-3 up to Page 1 of search results. He sees a 34% increase in organic traffic and sales conversions improve by 27%.

This showcases how an iterative, data-driven approach to Amazon SEO can drive step-change improvements in visibility and sales.

Amazon SEO FAQs

Some frequently asked questions about Amazon SEO:

Q: How often does Amazon update its search algorithm?

Amazon makes incremental tweaks regularly. Major changes happen a few times a year. There is no exact timeline.

Q: Can I rank for brand names I don’t own?

No, Amazon restricts ranking for trademarked terms unless you’re authorized to use them.

Q: Do listings need time to “mature” for better rankings like Google?

Not necessarily. If optimized properly, listings can rank well within a few weeks after listing.

Q: Do external links to my Amazon listings help SEO?

Yes, relevant backlinks indicating authority and brand awareness can positively influence Amazon rankings.

Q: Will one low-performing listing hurt my other products’ rankings?

Not directly. But overall conversion and sales velocity influence authority, so optimize every listing.

Amazon does not provide direct SEO support. Monitoring your own listings using available tools provides the insights needed to refine strategy.

The Future of Amazon SEO

Some predictions for how Amazon SEO may evolve in the future:

  • Even greater personalization with Amazon leveraging shopping behaviors and search history. Listings dynamically optimized for each searcher.
  • Expanded use of AI and heuristics to better interpret ambiguous search intent and optimize results accordingly.
  • Voice search optimization becoming more important with the growth of Alexa. Matching spoken search queries requires new approaches.
  • Further blending of paid and organic results into a unified auction model determined in real-time for each search.
  • New metrics around customer experience including viewability of listings and rich media. Long-term brand presence will matter more.

Amazon is sure to continue innovating search to maximize sales. Sellers need to stay on top of changes using all the data available.


The key takeaways for mastering Amazon SEO:

  • Start with intensive keyword research using niche long-tail phrases
  • Optimize content across listing title, bullets, description, backend
  • Enhance listings with media-rich A+ Content
  • Monitor keyword rankings routinely and test variations
  • Leverage advertising strategically to accelerate SEO
  • Cultivate external signals like reviews, brand volume, links
  • Avoid keyword stuffing and overly promotional content
  • Iterate constantly – small but frequent listing updates over time

With these Amazon SEO best practices, sellers can elevate product visibility, conversions and sales both today and into the future.


  • Gio Watts

    Gio Watts brings over 10 years of digital marketing experience to his role as marketing manager at Walletminded. In his current position, Gio oversees brand marketing, campaign management, and audience growth initiatives. Prior to joining Walletminded, Gio held marketing roles at several ecommerce and SaaS startups, most recently serving as senior marketing manager at CloudTable Inc. There, he specialized in paid social advertising and content marketing. Gio holds a bachelor’s degree in business marketing from the University of Oregon. He is a certified content marketing specialist and frequently guest lectures at his alma mater. When he's not devising omni-channel marketing campaigns, you can find Gio coaching youth basketball and indulging his passion for live music.

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