Amazon SEO: Optimise Your Product Listings

Selling on Amazon is one thing. Selling successfully on Amazon is a whole different story.

Even if you have the best product, one that’s intuitive and solves unique problems, there’s no guarantee it will be given the spotlight it deserves. In fact, you could find your solution residing in the land of obscurity while inferior alternatives dine at the top table.

Why does it happen? Well, it usually boils down to one important element: Amazon search engine optimization.

Understanding Amazon SEO

Ask anyone to name just one online retailer, and most will come up with the same answer: Amazon. The company is synonymous with eCommerce, everyone from your boss to your grandmother uses it, and millions of products are available – yet it is still easy to underestimate the sheer size of Amazon.

Just have a look at these statistics:

• Globally, there are 7 million sellers on Amazon
• In 2020, third-party sellers were responsible for selling 3.4 billion products on Amazon
• In 2021, Amazon had a 50% eCommerce market share in the United States – and that percentage keeps growing.

Amazon is huge. That much is clear. However, this is a double-edged sword. You have access to an international audience with hundreds of millions of customers, yes, but you’re also up against some seriously stiff competition.

That’s why Amazon search engine optimization is so essential.

What is Amazon SEO?

Before getting into Amazon search engine optimization, it’s important to understand SEO. SEO, as you can likely gather by the name, is about optimizing content for an intended search engine. You do this through tactics such as keywordKeywords are the words and phrases that potential customers might search for to find your business. implementation, backlinks, content structure, etc.

Most managed SEO services focus on the almighty Google, and for a good reason: it is, by some distance, the biggest search engine on the planet. If you have an eCommerce website and want organic search traffic, you need to target Google without question.

Learn more with our eCommerce SEO Handbook.

The game changes when your platform is Amazon – but not the general SEO theory. The technicalities with Amazon optimization, by and large, remain the same. Then rather than get your webpages to the top of search rankings, you are attempting to get your products ranked prominently for customer searches.

The main difference between Amazon SEO optimization and, say, Google optimization is down to one thing: Amazon’s search algorithm.

How does Amazon’s Search algorithm work?

Now you have a better idea about what is Amazon SEO on the surface, it’s time to delve a little deeper. Because without a solid understanding of Amazon’s search algorithm, you’ll struggle to create an effective Amazon SEO strategy.

The current Amazon SEO algorithm is known simply as A10. To put into perspective how advanced – and important – Amazon A10 is, this is handled by an entire subsidiary company under the Amazon umbrella. Despite the work that goes into it, the algorithm’s overall goal is simple: find the most relevant products for customer search queries.

This is done with a “revenue-per-click” focus. Amazon wants to maximize sales and revenue, of course, and their belief is that matching the right product with the right customer is the best way of achieving that goal. That may seem obvious, but Amazon’s previous algorithm – the aptly named A9 – gave priority to products which generated the biggest profit. Now its priority is ensuring a customer finds the most relevant product based on their search query.

Amazon search optimization: how the A10 and A9 algorithms differ

The above is just the start of the differences between A10 and the previous algorithm iteration. If you’ve been focusing on A9 for your Amazon SEO strategy, here’s why you need to change up your approach:

• Amazon pay-per-click (PPC) is deemed less important with A10. While Amazon SEO services will still focus on ads – sponsored products remain at the top of relevant searches – it requires more care and attention.
• A10 prioritizes Amazon sellers that have built trust and authority. An Amazon SEO agency will always stress the significance of encouraging reviews, as the more positive reviews you have, the more likely you are to be favored by the A10 algorithm.
• One thing an Amazon SEO company generally cannot help you with, however, is the number of products your shop sells. Much like reviews, a greater number of products in your Amazon shop will be viewed positively by the algorithm. This is also applicable to the number of product categories you cover.
• A10 better accounts for customers discovering your products externally from Amazon. This is why an Amazon SEO expert will also factor in other platforms, such as your websites and social media channels, for greater chances of success.
• It shouldn’t be a surprise, but Amazon optimization is all about those clicks. A10 further rewards listings that produce more clicks from prospective customers.
• A strong sales history is another key Amazon SEO ranking If you have stock that’s difficult to shift, this can harm your Amazon search optimization efforts.

Master Amazon SEO: Optimize Your product listings

You know the answer to ‘What is Amazon SEO?’ now. You understand how Amazon search engine optimization works. The next step is getting to grips with how to boost the Amazon SEO ranking for your store’s products.

If you’re not going to take the shortcut of working with an Amazon SEO agency, there’s no sugarcoating it: a lot of work is required. An effective Amazon SEO strategy demands many moving parts, which must be constantly improved and tweaked for optimum results.

The good news: as an Amazon SEO expert, we know a thing or two about optimizing your product listings and getting them into search positions that matter. The following Amazon SEO tips will show you how to rank higher and bring in more sales.

8 Steps to Rank High on Amazon

To get your Amazon SEO strategy off the ground the right way, make sure to follow these eight steps:

Step #1: Be smart with Amazon keyword optimization

With Amazon SEO, keywords remain an integral component. Customers will only find your products if you utilize relevant, high-ranking search terms. Yet caution is required – you must be strategic with your Amazon keyword optimization.

Amazon SEO tools allow you to discover the best keywords for your product listings. These keywords then need to be incorporated into your sales copy naturally. If they stick out like a sore thumb, your Amazon SEO strategy is going to seriously suffer.

Step #2: Craft an enticing product description

Amazon SEO optimization is nothing without the right product description. Not only does this description have to incorporate those keywords mentioned above, but it also has to capture the interest and imagination of the reader.

Clear, concise descriptions – ones which describe product features without going overboard – work best. Also, make sure to use the bullet point list, found at the top of each product listing, to cover the main highlights.

Read: Ultimate Guide to Selling Products Online

Step #3: Eye-catching images

Not much has to be added here. Amazon optimization is not possible without attention-grabbing images. Your main product image is the first thing potential customers see. If it doesn’t stand out, people will scroll past – and you’ll miss out on those all-important clicks.

Step #4: The price is right

Amazon optimization, SEO or otherwise, is all about the pricing of your products. Go too high, customers will opt for alternative options. Go too low and say goodbye to healthy profit margins.

As for Amazon SEO optimization, you need to price strategically against the competition. Now you don’t necessarily have to drop this drastically. If a competitor has a similar product at $50, go with $49.95 for a small – yet important – edge.

Step #5: Bring in reviews

One of the most imperative Amazon SEO tips we can provide you with is simple: collect as many positive reviews as possible. Encouraging customers to leave reviews achieves two vital results. One, you gain social proof for others to see. Two, you appease the Amazon A10 algorithm.

Step #6: Use FBA

FBA, aka Fulfillment by Amazon, is where your products are stocked and delivered by Amazon. It’s also key for search engine optimization. Amazon will push listings with FBA up their search rankings.

Another plus for Amazon SEO is that your items can be eligible for Prime shipping, making your products even more desirable to potential customers.

Step #7: Make use of Amazon SEO tools

As mentioned in the Amazon keyword optimization step, you must utilize specialist tools for this platform. Amazon SEO tools can reduce your workload significantly and ensure you’re on the right track.

The difficulty can be picking the right Amazon SEO tool. After all, there are many Amazon SEO tools on the market today. Here are some of our recommendations:

• SmartScout
• Amalyze
• Jungle Scout
• Soovle
• io

Step #8: Receive assistance from an Amazon SEO agency

Okay, this is cheating a little bit. Yet it’s hard to underestimate the value an Amazon SEO agency can provide. They don’t necessarily have to overhaul and control your entire strategy. Amazon SEO services can be used to help in just one area, like writing effective descriptions or keyword researchKeyword research helps websites unearth the best keywords to drive traffic and visibility. This research is supported by a number of powerful web-based tools, the best of which we’ve listed here..

There is one Amazon SEO service which should be used by all sellers: consultancy. You might think your listings are on the right track, but an Amazon SEO expert could tell you otherwise. Their advice on Amazon optimization could be the difference between a listing that’s lost in the wilderness to one that has scaled the search mountain.

3 Common Amazon SEO Mistakes to Avoid

You’ve seen our Amazon SEO tips. However, it’s time to look at common Amazon product SEO mistakes – and how to avoid them.

Mistake #1: Link buildingLink building is a process of acquiring links pointing to your website. These links are obtained by creating content, participating in social media or commenting on other blogs. is not considered

With any standard SEO campaign, link building services are the order of the day. That’s not the case with Amazon SEO. Look at other Amazon SEO guides out there; a lot won’t reference link building in great detail.

We see that as a mistake.

As mentioned already, with the A10 algorithm, Amazon search engine optimization requires linksHyperlinks, also known as links, are the connection points on a webpage that take you to other webpages. pointing back to your product listings. If potential customers find out about your products elsewhere and use links to visit your listings, this will only assist your search engine optimization. Amazon will reward you for a healthy collection of external links.

Mistake #2: Dismissing Amazon ads

When it comes to Amazon search engine marketing (SEM)Search engine marketing, or SEM, is the process of acquiring traffic by getting your site shown on search engine results pages (SERPs)., a growing number of people are dismissing the value of ‘sponsored product’ ads. Yet this Amazon SEO service remains worthwhile – even if the A10 algorithm update deems it less important.

These ads are particularly important when starting out. No other Amazon SEO services allow you to gain an instant foothold – and generate instant clicks and sales – quite like sponsored product ads.

Mistake #3: Picking the wrong Amazon SEO agency

Not all Amazon optimization services are equal. This is why you mustn’t overlook the large decision that is the Amazon SEO agency you select.

When choosing Amazon SEO services, there are various points to consider. The cost will be a big factor. Another is what they provide. If you’re struggling with link building, for example, a specialist blogger outreach agency could be the right fit for your Amazon SEO efforts.

Select the right Amazon SEO company from the beginning, and this will save you time and money in the long run.

Summary

To succeed on the Amazon Marketplace, SEO must be at the forefront of your strategy. This Amazon SEO guide is just the start. Even if you know what is Amazon SEO now and understand which Amazon optimization tactics are most effective, a lot of work is necessary to climb the search results pages.

Do you have any additional queries? Perhaps you require some direction? Get in touch. As a leading Amazon SEO services provider, we can get your Amazon campaign on the right path to success.