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Improve your Amazon Rankings with these SEO tips

amazon seo optimization

If you sell products on Amazon, you obviously want customers to land on your product page. However, competitors will also do their best to be found as well as possible.

Here Amazon SEO plays a big role and relates to optimizing product pages to be found better. But what should you pay attention to in order to be found better and how can you put this into practice? We are happy to tell you all about it.

What is Amazon SEO?

Amazon SEO, or “Amazon Search Engine Optimization,” is improving organic findability on Amazon. Like Google, Amazon works with a particular algorithm to rank products, with the goal of showing the best product for a given search.

Based on searches, which customers enter to find a particular product, you as a seller can optimize your products. By properly incorporating the right keywords on the product page, your product can already rise in ranking.

Amazon’s algorithm

Amazon works based on the A9 algorithm and is designed to show products that are most likely to be purchased. Products that Amazon earns the most from, they like to place as high as possible on the first page.

Amazon’s A9 algorithm takes several factors into account to determine which products receive the highest rankings. For sellers, therefore, it is important to know what ranking factors are being looked at. Indeed, based on this, you can improve the position of your product(s).

What is the A9 algorithm looking at?

As mentioned, the A9 algorithm is designed to place the products Amazon earns the most from as high as possible in search results. Therefore, there are a number of factors that weigh most heavily in rankings on Amazon.

The following is an overview of the major ranking factors that Amazon’s A9 algorithm looks at:

  • Content on the product page: the content on the product page is a factor that counts heavily in determining whether or not a product is purchased. Therefore, make sure you have an optimal product title, product description, feature overview and product images.
  • Price level: Amazon is very fond of competitive prices. This does not mean that you have to be the cheapest, but rather that you have to minimize the price difference between competitors.
  • The number of sales: how many units you sell of a particular product has an immense impact on rankings within Amazon. A simple reasoning applies; the more you sell, the better your position in search results.
  • Stock of products: since the algorithm is set up to show products that customers are most likely to buy, stock is an important factor. If you don’t stock products, the chances of selling them are also slim. Therefore, make sure your products are always well stocked.

By fully optimizing or improving any of the above factors, you’re still not going to make it within search results on Amazon. A combination of improvements and optimization between the various factors can only really make a difference.

How can I apply SEO on Amazon?

Applying SEO on Amazon is usually not a difficult task with respect to actions and work, but mainly because of competition. Just as you want to sell as many of your products as possible, your competitors naturally want the same.

However, in that case, it is wise to know what and how to improve/optimize your product pages. Therefore, we are going to take you step by step through the process of Amazon SEO optimization.

1. Keyword/search term research

Before you can start optimizing product pages, always start with careful keyword research, also called keyword research.

With keyword research, you will research the searches that customers perform. This will give you insight into what terms customers are using and in what volumes.

Based on this research, you can optimize product images, product title and product description, among other things. Further on, we explain how best to do this.

To conduct keyword research, you can use several tools, including or the SellerApp Amazon Keyword Tool.

2. URL optimization

The URL allows you to identify your product. It is therefore an important factor in improving product findability. A good URL contains the following components:

  • Important keywords: incorporate the most important keyword (focus keyword) into the URL.
  • Important features: also name important features of the product, for example, Bluetooth in the case of a Bluetooth speaker.
  • Brand: you also incorporate the brand of the product into the URL.
  • Node ID: The Node ID is an identification number used on Amazon to indicate a product category. Process it at the end of the URL.
  • Use proper codes: products can words provided with special Amazon barcodes, make sure you fill in the information as best you can.

3. Optimize product title

Product title optimization is one of the most important parts of Amazon SEO optimization. The product title contains a maximum of 200 characters and should contain certain information about the product.

According to Amazon, a product title should include at least the following components:

  • Brand name
  • Product name
  • Color
  • Size (if applicable)
  • Material type
  • Number

Tip: Use a capital letter for every word in the product title, except for prepositions and conjunctions. Do not put sales terms, such as “sale” or “clearance sale” in the title, nor do you include company information.

4. Optimize product description

To optimize the product description, there are two separate parts you need to consider. Namely, the standard product description and the product description in bullet points.

The standard product description has less influence here than the product description in bullet points. It primarily serves as additional information for the customer.

In the standard product description, name relevant information for the user. You can describe this as broadly as you like, since you don’t have to use a limited number of characters. For optimal readability, you can use bullet points.

The product description in bullet points is a separate ranking factor and weighs heavily in the ranking of your product. In it, you name the key product benefits that you use to persuade the buyer to buy your product.

Name only one product benefit per bullet point and put the most important benefits in the top bullet points. When doing this, also consider the keywords from the keyword research.

5. Product images

Although product images are not a direct ranking factor, they do contribute to conversion. The better and clearer the product images, the more likely a customer will proceed to purchase.

Always use product images with a white background and make sure all views of the product are clearly exposed. Any, unique features should also be clearly highlighted in the images.

It is worth noting that Amazon uses a zoom feature on its product pages. Allows users to better view photos. Therefore, always use images of at least 1000 by 1000 pixels.

Product images are indirectly a factor that can come into play regarding SEO on Amazon, though. Since they contribute to the conversion factor, they indirectly contribute to rankings. Because the more you sell, the better you rank.

6. Process backend keywords

Backend keywords are an important factor that Amazon’s A9 algorithm looks at. It is the perfect opportunity for sellers to incorporate additional keywords that no longer fit in the URL, title or description.

In Seller Central, you can specify additional keywords at your product catalog in the back end. These are not visible to the user, but may be useful to mention, for example, because they are searched for.

The Backend keyword feature can be used to process keywords with misspellings, keywords with synonyms or important keywords that can no longer be processed on the product page.

7. Collect reviews

As a seller on Amazon, it may be wise to ask customers to leave a review after purchase. Do this naturally and do not offer customers discounts or money for writing a positive review. This is strongly discouraged.

Many positive reviews lead to a higher conversion rate and therefore a higher organic ranking, because the more you sell, the better you rank in search results.

When you have received a large number of positive reviews, Amazon may highlight your product in its search results. This can be done through a “best seller” or “Amazon’s choice” badge. More purchases will follow from this.

8. Determine product price

Determining product price is not always easy. After all, you want to have sufficient margin, but on the other hand, you also want to sell more.

Amazon’s algorithm loves competitively priced products and shows it in its search results. Therefore, always look at competitors’ prices and try to deviate from them as little as possible. Also, a good price can make it easier to win the buying block in Amazon.

A competitive price will contribute to better organic findability, while a price that is too high or too low will negatively affect rankings.

9. Improve overall customer experience

All ranking factors basically come down to improving the overall customer experience. In fact, Amazon tries to place the best products as high as possible in its search results.

However, Amazon is a commercial company and, of course, they also want to make as much money as possible. Products that are most likely and actually sell the most will show up higher in search results.

By improving the overall customer experience, for example by also offering free shipping, fast delivery times and prompt customer service, you can increase the conversion rate of your products.

Once you start selling more, you will rise higher and higher in the rankings on Amazon. In addition to Amazon SEO, providing an extra piece of service can also contribute to organic findability.

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Optimizing your Amazon SEO with e-tailize

Do you sell on Amazon and want to improve the quality of your listings to rank higher? At e-tailize, we have an Amazon Health Score. With the ready-to-use tips, you can improve the quality (and thus the SEO) of your Amazon listings in an approachable way.

With more than 100 integrations, it is possible to link other sales channels in addition to Amazon. Automate and centralize product and inventory management, and order fulfillment for various marketplaces from one place.

Within less than 15 minutes you can have the entire system up and running. In fact, with a few clicks you integrate all your current sales channels to manage them from one location.

Also use the advertize and analyze tool to create and manage ads for all marketplaces. Receive insightful information about ad performance and adjust as needed.

With e-tailize, you can promote the growth of your business in no time. Because of the automation capabilities, you will now have much more time left to spend on the things that are really important to your business.

Need more information?

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Ricardo Rubino
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