Here’s a guide to Amazon SEO, with tips for researching keywords and optimizing product listings to connect with more customers.

When done correctly, Amazon search engine optimization (SEO) can benefit both sellers and customers. Effective optimization boosts sales while helping shoppers find the products they want. This guide will cover:

• What Amazon SEO is
• How SEO works in the Amazon store
• Ways to improve your rankings

What is Amazon SEO and why does it matter?

Amazon search engine optimization (SEO) involves strategies to improve product and brand visibility in Amazon search results. For example, you can conduct keyword research and add search terms to product titles and descriptions. You can also adjust photos and prices to organically move up in search results and generate more sales.

Let’s explore the details of improving your selling potential and connecting with more customers through SEO.

How Amazon SEO works: 5 components

Here’s a brief overview of how customers find products in the Amazon store.

1. Amazon search box Customers find products by typing a term or phrase into the Amazon search box and browsing the results. There’s also a drop-down menu of departments like Pet Supplies and Sports & Outdoors.
2. Search filters Customers refine a search using different filters like delivery day, customer reviews, and price. The Amazon homepage also has links to Best Sellers, New Releases, Movers & Shakers, and other collections.
3. Search results page The Amazon search engine results page shows product offers to customers so they can compare prices, shipping options, and other factors.
4. Amazon sales rank The Amazon Best Sellers list shows the most popular products based on real-time sales. Best Sellers Rank indicates how well a product is selling within featured categories.
5. Sponsored Products and advertising Cost-per-click ads like Sponsored Products can help offers rise through search results, stand apart from the competition, and capture customer attention.

7 ways to improve search rankings and boost sales

1. Conduct keyword research Identify the words and phrases customers use to find products like yours. Which keywords should you target in titles, descriptions, and ads to drive sales? Here are a few strategies:
   • Type various keywords into the Amazon search box. Mine the suggestions in the drop-down menu for ideas, then compile a list of valuable keywords for your offers.
   • Scan competitor offers for words and phrases that might enhance your content.
   • Use SEO tools to discover keywords, explore demand, and find data to guide your strategy. Product Opportunity Explorer can help you identify top search terms and trends.

     Think in terms of “short-tail” and “long-tail” keywords. Short-tail keywords are broad like “furniture” or “shoes.” They might have high search volumes and competition. Long-tail keywords are more specific like “water-resistant lawn furniture” or “vegan leather brown loafers.” These queries might be less popular but could have higher conversion rates due to specific search intent. Use a mix of short- and long-tail keywords in your product content.

2. Craft high-performing product titles Use primary keywords in product titles. Put yourself in the customer’s shoes and highlight important details. For example, “Good Sleep Collection, Pillow Cases (Blue, Set of 2)” performs better than “Blue Pillow Cases” because it includes the brand name (Good Sleep) and product line (Premium Collection) along with key attributes.

   Remember the Amazon product title character limit is 200, and we recommend no more than 60. Include only the most important keywords to capture customer attention. You’ll have a chance to add more keywords in other parts of the product detail page.

3. Create informative product descriptions Use secondary keywords in product descriptions to expand on features and benefits. Mention details like materials, colors, quantities, sizes, dimensions, care instructions, and warranty information. Avoid keyword stuffing; it can create a poor customer experience and hurt rankings. Write naturally and provide the information your audience seeks.
4. Highlight key details with bullet points Use bullet points to highlight a product’s design, special features, or unique uses. Start with a brief description, then offer an explanation in 100 characters or fewer. Capitalize the first letter of each bullet.
5. Add back-end search terms Add keywords to a product’s catalog data. These keywords aren’t visible to customers but help a product rank for specific searches. Use synonyms, abbreviations, and alternative names for products. Enter keywords in all lowercase letters, separated by spaces.
6. Showcase high-quality product images Use clear, focused, and well-lit images with plain white backgrounds. Include various shots showing the product from different angles. Highlight key features. Use alt-text to describe images, including 1-2 keywords.
7. Adjust product prices to drive sales Adjust your list price to stay competitive and improve your product ranking. Consider your costs and calculate margins. Research competitor prices for similar products. Use Amazon’s Automate Pricing feature to automatically adjust prices.