Get your products noticed on the world’s largest product search engine with a robust SEO strategy. Understand the algorithm, keyword types and placement.
Jens Vittrup
If you sell products on Amazon, you know that visibility is crucial to your success. Without the right Amazon SEO strategy, your products risk becoming lost among millions of other items. Keyword optimisation on Amazon is not just about targeting the right keywords – it is a science that requires an understanding of Amazon’s algorithms, customer behaviour and competitor analysis.
In this guide, we dive into everything you need to know about Amazon SEO and keyword optimisation. From how the algorithm works to practical tips on how to find the right keywords for your products. Let’s get started!
Many see Amazon as an e-commerce platform, but in reality, it is also a highly specialised search engine. Around 63% of all product searches start on Amazon, making the platform the largest product search engine in the world. This means that Amazon has developed advanced algorithms to show customers the most relevant products based on their searches.
Unlike Google, where the aim is to provide users with the best information, Amazon has one primary goal: to help customers find and purchase products. This influences how the search algorithm works. Amazon will display products that not only match keywords, but also have a high probability of being purchased. Therefore, factors like conversion rate, sales numbers and customer reviews play a crucial role in ranking.
Understanding Amazon as a search engine is the first step to optimising your product listings. Amazon’s search engine focuses on purchase intent and relevance, which means your Amazon sales strategy and SEO must go hand in hand.
The A9 algorithm was for a long time the core of Amazon’s search engine and has shaped the way products are ranked on the platform. The name ‘A9’ comes from the department within Amazon that developed the algorithm – Amazon A9, a subsidiary dedicated to search technology.
The A9 algorithm focuses primarily on two main areas: relevance and performance. Relevance is about how well your product matches the customer’s search, while performance looks at how well your product sells compared to similar products. This is fundamentally different from, for example, Google’s algorithm, which primarily focuses on relevance and authority.
Some of the most important factors in the A9 algorithm include:
The A9 algorithm laid the foundation for how we think about Amazon SEO today, and many of the principles still apply, even though the algorithm has evolved into what many now call A10.
Around 2020, many Amazon experts began to notice changes in how products ranked on the platform. This led to the theory that Amazon had updated its algorithm to a new version, unofficially dubbed ‘A10’. Amazon has never officially confirmed the existence of an A10 algorithm, but the changes in ranking methods are clear to those who work professionally with the platform.
The A10 algorithm apparently places more emphasis on factors that create a better customer experience. While the A9 algorithm had a strong focus on sales performance and paid ads, A10 appears to prioritise the following factors more highly:
The biggest difference between the A9 and A10 algorithm is that A10 seems to value organic traffic and relevance more than paid advertising. This means that a solid SEO strategy has become even more important for gaining visibility on Amazon.
Improving your product ranking on Amazon requires an understanding of how the relevance algorithm works. Relevance is the main factor that determines whether your product appears when a customer searches for certain terms. Here are the most important strategies to improve your relevance ranking:
First and foremost, ensure your product titles are optimised with the most relevant keywords. A good title contains your primary keyword as close to the beginning as possible, followed by key product features and the brand name. The title should be readable for humans, not just optimised for the algorithm.
Next, bullet points and the product description are crucial. These fields allow you to include both primary and secondary keywords in a natural way. Use these areas to highlight product benefits and address any potential objections customers may have.
Backend keywords (also called hidden keywords) are often overlooked. These keywords are not visible to customers, but give you the opportunity to add relevant search terms that may not fit naturally into your visible product description.
Remember that Amazon also ranks products based on conversion rates. A product that receives many views but few sales will gradually drop in the rankings. This is why it is important that your listing page not only attracts clicks, but also convinces customers to purchase.
Working with Amazon SEO is an ongoing process. The algorithm changes, competition evolves, and customer search behaviour shifts over time. Therefore, it is important to regularly review and update your product listings.
An effective Amazon SEO strategy starts with thorough keyword research. The right keywords can make the difference between a listing that sells and one that remains invisible. Fortunately, there are a range of tools that can help you identify the most valuable keywords for your products.
Amazon’s own search function is a great starting point. When you begin typing in the Amazon search bar, the platform will suggest popular search terms. These suggestions are based on actual customer searches and provide valuable insight into how customers look for products like yours.
For more advanced keyword research, there are a number of third-party tools that offer deeper insights:
For sellers enrolled in Amazon’s Brand Registry, Amazon Brand Analytics is an incredibly valuable tool. It provides insights into keyword rankings, keyword conversion rates, and which of your competitors’ products are performing well for specific search terms.
When using these tools for your Amazon keyword analysis, focus on the following:
Look for keywords with sufficient volume to drive traffic, but avoid terms that are so generic that competition is impossible. Medium-sized, niche-focused search terms often yield the best results. For example, “protein powder” may be extremely competitive, while “vegan protein powder with coconut flavour” may have lower volume but far higher conversion potential for the right product.
Remember also to analyse seasonal search behaviour. Some products experience strong seasonal fluctuations in search volume, which can affect your strategy. A good Amazon consultancy can help you identify these patterns.
Not all keywords are created equal. To optimise your Amazon listing effectively, it is important to understand the different types of keywords and how they influence the customer buying journey.
Generic keywords describe broad product categories or types. Examples might include “headphones”, “protein powder” or “kitchen appliance”. These keywords typically have high search volume but also extreme competition. Generic keywords can help drive traffic to your listing, but conversion rates are often lower as the search is not specific enough to indicate clear purchase intent.
These keywords are much more targeted and indicate that the customer knows exactly what they are looking for. Examples might include “wireless noise-cancelling headphones” or “5 litre red kitchen mixer with dough hook”. Amazon exact match searches usually have lower volume than generic terms, but much higher conversion rates. These keywords should be highly prioritised in your optimisation.
Long tail keywords are longer, more detailed search phrases that contain more information about the product. These keywords have individually low search volume, but together can make up a significant portion of traffic. Long tail keywords are extremely valuable because they often represent customers who are further along in the buying process and have a clear idea of what they are looking for.
Examples of long tail keywords might be “vegan protein powder without sugar with chocolate flavour” or “wireless headphones with noise reduction for running and training”. By targeting these specific searches, you can attract customers who are more likely to convert.
An often overlooked strategy is to target keywords related to your competitors. Customers searching for specific brands or product names have already completed the research phase and are ready to purchase. By targeting these searches with your (potentially better or cheaper) alternative, you can win over customers who would otherwise go to the competition.
To find Amazon competitor keywords, you can use tools like Helium 10’s Cerebro or Jungle Scout’s Competitor Intelligence to analyse which keywords your competitors rank highly for.
The optimal approach is to develop a balanced keyword strategy that incorporates all the above types. Use generic keywords to build visibility, specific product keywords to drive conversions, long tail keywords to capture targeted customers, and competitor-related keywords to expand your market share.
Remember, Amazon marketing is about being where customers are searching, with the right words at the right time.
Understanding and analysing Amazon search volume is crucial for prioritising which keywords to focus on. Search volume refers to how many times a specific keyword or phrase is searched for on Amazon within a given period, typically a month.
Unlike Google, Amazon does not publish official search volume data. This means that all data you see from third-party tools are estimates based on various data sources and algorithms. Some tools claim to have more accurate data than others, but all operate with a certain margin of error.
When assessing Amazon search volume, it is important to look at the following factors:
Amazon keyword data can give you a comparative ranking, even if the absolute numbers are not 100% accurate. This means you can still identify which keywords are more popular than others and prioritise accordingly.
There are a number of Amazon search volume tools that can help you understand the potential of different search terms:
One of the most valuable aspects of these tools is their ability to show you related search terms you may not have considered. By exploring these related searches, you can discover hidden opportunities with less competition.
Once you have identified your most important keywords, the next step is to integrate them strategically in your product listing. Amazon weights keywords differently depending on where they are placed, so correct placement is crucial for maximum impact.
Here are the key places to include your keywords, in order of priority:
The product title is the most important field for keyword ranking on Amazon. Your primary keyword should ideally be placed within the first 5 words of the title. Amazon allows up to 200 characters in the title (varies by category), but the first 50-80 characters are the most important as they are what typically show in search results.
An effective product title usually follows this format:
[Brand] + [Product] + [Key features/functions] + [Model] + [Size/Colour/Quantity]
For example: “BrandX Wireless Headphones with Noise Cancellation, 30 Hours Battery Life, Bluetooth 5.0, Black”
After the title, bullet points are the next most important elements for keyword optimisation. Amazon typically gives you 5 bullet points to highlight your product’s key features and benefits. Each bullet point has a limit of about 200-250 characters.
Include your secondary keywords in the bullet points, especially at the beginning of each point. Remember to keep them readable and customer-focused – bullet points must be optimised for both the algorithm and human readers.
The product description is weighted less than the title and bullet points in the search algorithm, but is still important for both SEO and conversion optimisation. Here you can include more details and secondary keywords in a natural way.
Use HTML formatting (if allowed in your category) to create a clear and easy-to-read description with subheadings, bold text and lists. This improves readability and enables you to include more keywords naturally.
Backend keywords (also called hidden keywords) are not visible to customers but are indexed by Amazon. This is the place to include:
Amazon gives you up to 250 bytes (not characters) for backend keywords. Separate keywords with spaces, not commas, and avoid repetition as it adds no extra value.
Although often overlooked, image file names and alt text can also contribute to keyword optimisation. Name your image files with relevant keywords before uploading them (for example, brand-wireless-headphones-black.jpg instead of IMG12345.jpg).
By placing your keywords strategically in these elements, you maximise your product listing’s chance of being found in relevant searches. Remember that Amazon Seller Central provides you with tools to monitor how your products are performing for different keywords.
Many Amazon sellers have noticed that new product listings often benefit from a temporary boost in visibility and ranking shortly after launch. This phenomenon is known as the Amazon honeymoon period, and although Amazon has not officially confirmed its existence, it is an observed pattern among experienced sellers.
The Amazon honeymoon period is believed to last about 1-4 weeks after a new product launch. During this period, Amazon appears to give new products a chance to prove their worth by placing them higher in search results than their sales history or rating would otherwise warrant.
This gives new products the opportunity to build sales, reviews and ranking before they have to compete solely on their own merits. It is a logical mechanism from Amazon’s side, as the platform constantly needs new products to keep the catalogue fresh and interesting for customers.
To get the most out of this temporary boost, you should:
By focusing intensively on maximising sales and customer feedback in the first few weeks, you can establish a solid performance that sustains the product after the honeymoon period ends.
Implementing an SEO strategy without tracking the results is like sailing without a compass. To ensure your efforts deliver results, it is essential to use Amazon keyword tracking software to monitor your progress over time.
These tools allow you to see how your products rank for specific keywords, and how these rankings change over time. This provides insight into the effectiveness of your optimisation efforts and helps identify new opportunities.
Some of the most popular keyword tracking tools for Amazon include:
These tools typically offer features such as:
By regularly reviewing this data, you can identify patterns and trends that help refine your strategy. For example, you may discover that certain keywords deliver higher conversion rates than others, or that seasonal keyword trends require adjustments to your listing optimisation.
At mestre Amazon SEO er en kontinuerlig proces der kræver konstant læring og tilpasning. Algoritmen udvikler sig, konkurrencen intensiveres, og kundernes søgeadfærd ændrer sig. For at holde dig foran kurven, er her en opsamling af Amazon SEO best practices der vil forblive relevante uanset hvordan platformen udvikler sig:
Hvis du føler dig overvældet af kompleksiteten af Amazon SEO, kan det være værd at overveje et Amazon bureau eller Amazon kursus for at accelerere din læringskurve og implementere best practices fra starten.
Mens vi ser mod fremtiden, er der flere trends der sandsynligvis vil forme Amazon SEO i de kommende år:
Ved at fokusere på disse fremtidige trends, samtidig med at du implementerer nuværende best practices, kan du positionere dine produkter for langvarig succes på Amazon. Husk at Amazon FBA også kan spille en rolle i din SEO-strategi, da produkter der er Prime-berettigede ofte har en fordel i søgeresultaterne.
Amazon SEO er et dybt og fascinerende område der konstant udvikler sig. Ved at forstå de grundlæggende principper, holde dig opdateret med de seneste trends, og konsistent implementere best practices, kan du betydeligt forbedre synligheden og salgsperformance for dine produkter på verdens største online markedsplads.
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