Amazon SEO full guide to get listing rankings and increase sales

Amazon SEO full guide

Amazon SEO full guide to get listing rankings and increase sales


Ranking and visibility are the keys to Amazon seller sales. If listing does not exist in the vision of the target customer, it also means that the possibility of being clicked or purchased is lost. From a professional perspective, Amazon SEO is not exactly the same as Google SEO or traditional SEO.

This article will explain the working principle of Amazon SEO, and summarize the practical dry goods about Amazon SEO optimization. Sellers can combine their own situations to fully apply the following strategies to improve rankings and increase sales.

Interpretation: What is the difference between Amazon SEO and Google SEO?
Sellers with self-built SEO experience or traditional search engine (Google) optimization experience may be no stranger to the concepts of link building, technical search engine optimization, black hat search engine optimization, or information keywords. They also know that people on Google There may be different search intents when searching for the same keyword or topic.

But on Amazon SEO, things get simpler. At Amazon, every customer search has the same purpose-shopping. No one went to Amazon to collect information on a common theme, nor did anyone compare different products that address a single need.

Customers searching on Amazon already know what they are looking for, just compare the different purchase options to get the best deal. This is important because it makes Amazon SEO easier.

So what’s different about Amazon SEO?


1.Search type

On Google, people may have different search intents. Even if they are looking for a product to buy, they are only beginning to look for extensive information before gradually narrowing their selection to a certain product.

That’s why when it comes to Google SEO, we usually talk about three types of searches:

Information Search: Users find broad categories of information on how to address specific needs or find specific product categories.

Navigation or brand search: Users look for more specific information about different manufacturing and retail brands in this product category.

Purchasing search: Users have decided what to buy and look for the right buying brand or retailer online.

In each type of search, different types of keywords are involved.

In other words, customers looking for information about product categories will not use the same search keywords as customers who already know which type of product and brand they will buy.

But, as mentioned earlier, everyone on Amazon already knows what they are looking for. Therefore, for Amazon SEO, only brand and product searches are relevant. People look for specific brands or products to buy, and other information is collected through channels outside the platform.

2.SEO technology

To achieve results on Google SEO, any SEO professional must employ three techniques:


  1. content
  2. -SEO technology
  3. -Link building

In addition, the SEO effect also depends on whether the relevant measures of professionals are “clean hands and feet”, that is, the difference between white hat SEO, gray hat SEO and black hat SEO.

Obviously, this means a huge workload. But the good news is that related work on Amazon is only a small part.

Because on Amazon, some technologies like link building don’t make sense, because everything happens inside the site. There can be no backlinks from external websites pointing to your listing, so you cannot develop a link building strategy on Amazon.

So is SEO technology. Because Amazon is not a seller’s self-built website and the seller is not its webmaster, it does not have access to any parameters involved in technical search engine optimization. Therefore, there is little room for optimization in this regard.

There is only one thing sellers can control on Amazon: content. Sellers can take full responsibility for the quality of listings, product pricing, sales and customer reviews. All of this has an impact on Amazon rankings.

Therefore, content is the main launch point for Amazon SEO.

On the other hand, “black hat SEO” on Amazon is not very relevant to traditional black hat SEO. At Amazon, competitors often use dirty game techniques, such as plagiarizing and tampering with other sellers’ listings to optimize their content, while affecting their peer rankings.

3.Keyword types

On Google SEO, keywords can be short-tailed or long-tailed.

The former usually leads to more sales, but it also introduces fierce competition. The latter is more specific, so there is less competition and lower relative search volume, but the combination of all long-tail keywords may eventually lead to the same traffic and income as short-tail.

However, when it comes to Amazon SEO, we need to focus more on short-tail keywords. The following is what the seller needs to pay attention to:

-A9 algorithm / (Amazon’s A10 algorithm) changes, mainly based on the search query to modify the weight distribution of listing.

-Amazon’s Terms of Service. All content should always comply with Amazon’s ToS, or it will be penalized.

-Amazon PPC / third-party PPC: Amazon and third-party PPC strategies are essential for Amazon SEO.

And sellers need to be aware that everything in Amazon’s business world is unpredictable. Amazon can directly change the algorithm the next day without any warning, and can even launch white-label brands in the seller’s main category at any time.

Factors Affecting Amazon Ranking
There are many steps sellers can take to improve the ranking of a list, but the most important relevant factors in Amazon’s A9 / A10 algorithm are as follows:

-Sales performance: The more sales, the better the product ranking. Cumulative sales volume is definitely a key ranking factor.

-ASIN Reviews and Merchant History: If products and listings have good reviews and feedback, rankings will perform better accordingly.

-Product Rating Star Rating: Product ratings are positively related to rankings.

-Pricing and fulfillment: Amazon’s algorithm prioritizes products from Amazon suppliers and FBA third-party sellers.

-Inventory / product availability: This is a very important ranking factor. All products on sale need to be equipped with a certain amount of inventory, otherwise the ranking will decline accordingly.

For novice sellers with limited time and resources, it is important to prioritize the above considerations.

How new listings enter Amazon rankings
After the seller completes all the listing settings and is ready, Amazon’s ranking process will proceed as follows:

-Create and publish listings and enter audit verification.

-Amazon indexes content based on keywords extracted by the platform from the content itself and keywords selected by the seller. Sellers can view these keywords manually or using specific tools such as 5K Checker of Helium 10.

-listing Get rankings and start selling. Whenever sellers keep in mind that sales records are a key ranking factor, they are directly linked to sellers’ earnings. A quick way to get more sales is to place Amazon ads or third-party external ads.

-Amazon search rankings change randomly: Then the listing rankings will fluctuate for a while until they stay in a relatively fixed position. Through sales and evaluation, the ranking position of listing has been consolidated.
Listing appeals, bad ratings, out of stock, and black hat SEO performed by competitors will directly affect the ranking of listings. Please note that if a competitor tries to crack down on rankings by some dirty means, sellers can resolve this issue through Amazon brand filing or directly contacting the platform.

There are also many changes in this section, so sellers need to keep up-to-date with the latest content or specifications.

How to create a killer listing
Faced with the only controllable variable, listing content, how should sellers create the effect of killer content?

The first step is keyword research.

Perform keyword research to take into account product seasonality, search volume, profit margins, and other customer reviews into third-party listings that belong to the same product category. Sellers can use some professional tools to complete this step. For example, Helium10, Sellics, and

After confirming the use of standard listing pages or A + content, the seller should ensure that the following content is foolproof:


  1. -product description
  2. -Product Highlights
  3. -Product specifications
  4. -Product images, photos, videos
  5. -Keywords and Platinum Keywords (the latter only applies if you are a best seller for a particular product)
  6. -Regularly update content based on customer feedback (including product reviews and customer questions), including any information such as product specifications and material changes.

Here are some specific optimization tips:


Length: Up to 250 characters or about 50 words.

The title must include the main advantages of the product, USP (Unique Selling Point) and popular keywords.

Brief description

Length: up to 1000 characters or 25 words per bullet point, using up to five bullet points.

Content: Suggestions include the benefits of practical use and emotional experience, and key features or advantages at the beginning. You also need to include any service guarantees that apply to the product, such as a 1 year warranty, free returns, free assembly, and more.

3. Detailed description

Length: up to 2000 characters, including spaces.

Content: Use short sentences, up to about 15-25 words per sentence. Use primary and secondary keywords in the product description. Also, be sure to avoid keywordless fills, and don’t repeat phrases that have been added to the title. Avoid exclamation marks on the main keywords, including back-end keywords (250 characters including spaces).

Technical sheet: Each product page has additional fields depending on the product category to which it belongs. These strongly relevant fields are important and must be completed.


Sellers can add up to nine product images (and also videos) in the listing, and the recommended image resolution is 1000px 1000px. The main image should be a pack shot (white background, no watermark or text).

The series of pictures should show different angles of the product. In addition, at least one picture should show the product in its original packaging. Designs are also required for real-life images and images with product dimensions or size references. In general, the image should show product advantages and main features.

In addition, there are some influencing factors that will be directly linked to the seller’s services after listing and sales, including:

Product Rating

-Continuously working towards five-star reviews

-Identify complaints, proactively contact customers and provide them with satisfactory solutions.

-Improve product descriptions with complaints, likes and customer questions. In addition, make the most of the feedback from the comments. For example, if a 2-year-old child does not understand a product, it means that the product is for a 2-year-old + child.

-If negative comments appear, try to get more positive comments to make up.

-Do not provide false product information or you will be penalized by the review system.

Product reviews

-Get at least 15 comments.

-Keep order status messages updated in real time.

-Add some product-related information to each email, for example, sellers selling juicers can add some compound juice matching guides.

-Don’t send mail too often.

-Use Amazon’s feedback software to improve your seller feedback and product reviews.

For more detailed information on how to optimize product titles, pictures, search terms, and descriptions, there is a detailed explanation in the video tutorial “How to Create Amazon Listings with Full Scores”, which will not be further expanded here.

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