Amazon SEO: Best Practices to Optimize Your Listing

Ryan Moffet

September 23, 2021

There are now 1.5 million active sellers on Amazon. With so much competition, how do you make sure potential customers are seeing your products? The answer is simple: Search engine optimization (SEO).

When you think of SEO, you may naturally think of big search engines like Google or Bing. But Amazon ads are clicked** 42% more often** than ads on Google. The conversion rate for Amazon ads is also 3.5 times higher than the rate for Google’s ads.

amazon product search

SEO has a huge impact on whether your product page will be found by customers on Amazon. But people search a little differently on Amazon compared to Google. Amazon’s algorithm is known as A9. Unlike Google, where people are performing a huge variety of searches (many of them informational), Amazon searches are mostly transactional.

Amazon is all about user intent: to buy. Customers locate products primarily by using a search query, and the keywords they use are matched against the information you provide about your product. Factors like your sales history, product availability, price, and text match will determine whether your product appears (and how high it appears) in the results.

A9 also factors in revenue per click and sales velocity (the number and size of sales in a given month). Amazon wants to facilitate sales, so rankings are based on the likelihood of a purchase. Unlike Google that ranks for information, Amazon ranks purely for conversion. Because the business model is selling products, they want to push the products that will sell the most. Understanding this difference between Amazon and Google search algorithms is essential for Amazon sellers.

Keyword research drives visibility

Any Amazon SEO strategy starts with keyword research. Keywords are the search terms that shoppers type into Amazon’s search bar to find your product. Using the right ones on your product page will make discovering the product easier for potential customers.

To identify the best keywords, you can use tools like Amazon’s Brand Analytics, which is available to registered brand owners. It has a keyword search tool that lets you look up different keywords to see how they’re ranking. For example, at the end of 2019 and before the COVID-19 pandemic, search terms for electronics like “airpods” and “nintendo switch” were at the top of the list:

Amazon Search Terms Start of Covid

Then once the pandemic hit in early 2020, search terms like “toilet paper,” “hand sanitizer,” and “n95 mask” rose to the to top:

Amazon Search Terms Report Mid Pandemic

Paying attention to search trends will help your SEO Amazon by informing you on the most searched keywords for your product.

You can also test different keyword variations. If you add a plural “s” to the search term “sock,” for example, it increases the search frequency rank from 48,569 to 388:

Amazon Search Terms sock

Amazon Search Terms Socks

A simple keyword variation like this one can make all the difference in whether customers find your product.

Pattern partners also have access to our proprietary software Predict, which can help brands identify not only the keywords competitors are capitalizing on, but also predict which keywords the brand can rank for the quickest and which keywords can drive the most difference in revenue.

Whatever you do, don’t keyword stuff. To our knowledge, Amazon only scrapes a keyword on a product detail page once. So adding the same keyword multiple times won’t help your Amazon SEO. If anything, it will damage it.

What matters for Amazon SEO?

There are so many small factors that can affect your Amazon rankings. Afterall, Amazon just wants to show the best possible product to potential customers. That said, here are the most important things to get right when you’re optimizing SEO for Amazon:

Product titles

This is one of the most important elements of SEO for Amazon. You’ll want to include all relevant keywords for your product. Describe what your product is, what it does, your brand name, and any specific ingredients, materials, or colors. 4 to 6 keywords are all you need.

Consider variations of your keywords as well. One way to do this is by logging out of Amazon and entering search terms in the search bar. Amazon will then give you suggestions which potential customers may be searching for.

To make your product titles SEO Amazon ready, keep them relevant and natural, and be careful not to use competitor names or keyword stuff.

Bullet points

These are your product features, and they’re usually formatted as bullet points on the right side of your product page, next to your image. You have 250 characters to work with here, so highlight the top features you’d like to stand out to customers.

Your bullet points should include crucial information like the dimensions of your product, along with the top benefits to convince them to buy. Include your relevant keywords, along with synonyms and variations of those keywords.

Product descriptions

The product description is your opportunity to use persuasive copy to sell your product to readers. However, it’s also a key aspect of Amazon SEO. The goal should be to attract and keep your readers attention, while naturally including keywords.

Break your description up into easy-to-read paragraphs. Online shoppers tend to read in an F-shaped pattern when scanning product descriptions, so design your text with increasingly shorter lines:

Reading Pattern of Online Shoppers – F Shape

Finally, consider adding A+ content to your product description. A+ content enhances your product page with custom-placed text and images. The visual appeal helps establish your brand image and instill trust in your product, which can increase customer loyalty and drive more clicks on your listing, an indirect signal to Amazon that your product is popular and will drive conversions when ranked.

Product images

Speaking of product images, high-quality photos are a must. Amazon recommends they be at least 1000x1000 pixels, so that they are large enough to zoom in on. Take sharp photos of your product with a high-resolution camera and be sure to get multiple angles. Online shoppers don’t get to handle the product or packaging before purchasing, so it’s important that you give them every opportunity to imagine it.

The main product image should accurately represent the product over a white background. Focus on the product only. Additional images can get a little more creative with different backgrounds and environments, but they must still pertain to the product. Don’t forget to include lifestyle imagery to help customers really visualize how the product will act in their everyday life.

Consider including product videos or 360-degree view images, too, which allow customers to see the product from every angle. These offer customers an even greater visual detail before buying.

Overall, better images lead to more conversions, a key aspect of Amazon SEO and good business.

Search filters

Another Amazon SEO strategy lies in search filters. Shoppers on the front-end can narrow their product search by selecting a dropdown category on the left of the search bar. After that, they can narrow their search even further by checking different filters on the left of the search results page.

Search filters span categories like delivery method, seller rating, color, brand, and condition. But Amazon only knows how to categorize your product if you provide the relevant information somewhere on the product page. Say you’re selling a red backpack, and you want it to be listed under red in the color filters. Then you need to mention the color red in the product description, so Amazon’s A9 algorithm can pick it up.

Search Filters are generally filled in through Masterfiles, or fields in an upload file that are on the backend of a product listing. In our experience, Search Filters are a commonly missed area for sellers to strengthen their listings to get indexed by Amazon’s system.

Think from a shopper’s perspective and try to include any details that could be relevant to search filters. This way, you ensure your product comes up in advanced and not just basic searches.

Product Price

Amazon wants to feature the products that sell the most. If your product is too expensive, shoppers are less likely to buy it, but if it is too cheap shoppers can be wary of getting scammed. So the price of a product can greatly influence Amazon SEO.

Look at products similar to yours on Amazon, check-in on any MAP policies, and set a competitive price. That way, your conversion rate will be higher and Amazon will rank your product page higher.

Customer reviews and ratings

Amazon values positive feedback. Notice how the products at the top of search listings always have several good reviews. The better the reviews, the higher a product ranks.

To get more reviews, ask customers to leave a review a few days after they receive their product. Amazon Seller Central has a “Request a Review” button to help streamline this process.

Once you start receiving feedback, improve your reviews by addressing the concerns and complaints that come in. Amazon rewards anything that improves the customer experience, so having several positive reviews is important for Amazon SEO.

Backend search terms

While keyword-stuffing will get you penalized by Amazon, there is a place you can add all of the remaining keywords that you couldn’t quite fit into your bullet points, description, and product title. This place is the backend search terms.

Backend search terms are generic single-word titles like tags. Customers don’t see these keywords, which means you can get creative and target related search terms, alternate spellings, and long-tail keywords. Think out of the box here to get your product in front of as many customers as possible. Here, your keyword research will come in handy. Use any semantically related terms that aren’t your main keyword. This way, you can rank for more keywords than just one. But remember that you are limited to 249 bytes worth of characters in backend search terms. The right set of backend search terms will greatly benefit your Amazon SEO.

Challenges of Amazon SEO

With so many factors that go into Amazon SEO, it is nearly impossible to attribute a dollar amount to any SEO Amazon optimization. While there are good practices, it all comes down to sales. The more a product sells, the higher Amazon will rank it.

What about new products? How do you optimize their product listings when they have few sales? The answer is by increasing traffic. Ecommerce is about traffic, conversion, and price. While Amazon SEO falls under conversion, you need traffic before you can drive conversions on Amazon. Do this by calling on brand differences and finding your target Amazon customer with content optimized for the right keywords. Increasing traffic will boost conversions and search ranking.

Once you see progress from your Amazon SEO efforts, make sure you maintain enough stock to keep up with the increased demand. You don’t want to drive more sales only to find you cannot fill all the orders. In that case, your brand will lose the buy box, and you will lose your rankings. Remember: Amazon wants the customer to have the smoothest experience possible, and out of stock products don’t contribute to that.

Amazon SEO is a long-term game that needs continual maintenance. The A9 algorithm is always subject to change, and Amazon is a highly competitive marketplace. You need to keep up with A9 and competitors to keep your products at the top of search rankings. Or have an SEO agency do the work for you. Whatever you do, don’t stop investing in your Amazon SEO strategy, or your search rankings will eventually sink.

Upgrade your Amazon SEO

Make your product page consumer focused, not machine-learning focused. Google’s search algorithm may value information and time on site, but Amazon is all about positive user experience that promotes the next sale.

Since its beginning, Amazon has introduced many product listing requirements to make sellers more mindful of consumers. Half the battle in Amazon SEO is simply complying with Amazon standards. After that, focus on increasing sales and your search ranking will rise.

Need help optimizing your Amazon product pages for SEO? Contact us today to see how Pattern’s marketplace experts can help you take your ecommerce business to the next level.

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Sept 6, 2022

Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)
Aug 30, 2022

Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)
Aug 23, 2022

Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)