Amazon SEO: How to gain more visibility on Amazon

05/03/2020 • Reading time: ca. 22 min • by Trutz Fries

In this article we would like to explain to you what exactly "Amazon SEO" is, how you as a seller or vendor can use Amazon SEO for yourselves and how you can use Amazon SEO to gain more visibility and therefore more sales. We explain how Amazon's search works and how you can use this knowledge to optimize your products to be found better. At the end we recommend some tools that will help you to implement Amazon SEO with many products.

What is Amazon SEO?

If you want to market a product on Amazon, you need to make sure that your product can be found by potential customers. Often different people search for the same item with different search terms. Therefore, it is essential to find out which search terms are involved so that these terms and combinations of them can be subsequently integrated into the product title, highlights, product description or search term fields.

This procedure is usually referred to as Amazon SEO, where SEO stands for Search Engine Optimization and means search engine optimization. Usually the term SEO is used by website operators when they try to increase their findability on Google. In the meantime, however, it is increasingly being adopted by Amazon merchants and transferred to the Amazon marketplace.

Amazon SEO is part of the marketplace optimization. In the context of marketplace optimization, one often speaks of the so-called "onpage optimization" and "offpage optimization". Both terms originate from the classic area of Google SEO. Amazon SEO usually refers to the onpage optimization of an article. Here it is about optimizing the directly influenceable factors of a listing in such a way that the article can be found for all relevant keywords.

The off-page optimization on Amazon is for example about the structure and maintenance of reviews or customer questions. This is not supposed to be the article here.

In the context of on-page optimization, it is about optimizing the different elements of a product listing.

Before we go deeper into the optimization of these elements, we will first explain how Amazon's search works. This understanding is important in order to understand the larger picture.

How does the Amazon algorithm A9 work?

The Amazon Algorithm A9 is at the center of the product search engine. Its task is to know all products listed on Amazon and make them searchable.

Image of the Amazon search field with the keyword yoga mat typed in as an example

When a customer enters a search query in the search slot, the algorithm checks the customer's search query word by word and compares it with the existing product listings. Only if terms contained in the search query also appear in the respective product listing does the product become relevant for the algorithm. Filler words such as "and" are ignored in the product search, as are upper and lower case letters. The algorithm also tries to understand singular and plural or plural.

Once the algorithm has filtered out the relevant products in this way, they are sorted in the second step. Amazon sorts in descending order of purchase probability: products with a high probability of being purchased are at the top, products with a lower probability are further down. Amazon uses historical data for this. After all, Amazon knows what customers have searched for in the past and then bought.

Amazon therefore differentiates between the relevance of a product and its performance. Let us take a closer look at these two concepts.

Amazon Relevance Factors

The relevance factors show how well a product fits the customer's product search in terms of content. Amazon compares the search query with the texts available in the listing. This is advantageous for you as a retailer, after all you can directly influence the search terms and can thus directly influence the relevance of an article.

Amazon evaluates in particular the information in the following fields:

  • Product title
  • Product attributes (also called "bullet points")
  • Stored search terms (also called "Hidden Keywords")
  • Product description

Amazon weights the contents of these fields differently. As we know from controlled experiments, the title as well as the keywords are of special importance. Therefore it makes a significant difference in which fields you place which keywords.

In addition, you should consider to what extent search queries consisting of several words and product keywords match. Ideally, the search terms should all appear in the same order in one information field. However, if the individual terms are divided up among different information fields, this product is less relevant than a product where these terms are closely related.

Amazon Performance Factors

For Amazon, it makes sense to present products that have been successful in the past and thus "have delivered a good performance" at the top of the search results. The performance of a product can be measured well by the following three key figures:

  • Click-through rate (CTR)
  • Conversion Rate (CR)
  • Sales

The following applies:

Impressions x CTR x CR = Sales


The click-through-rate measures the frequency with which a product is clicked on by users in the search results. The click-through-rate of a product varies depending on the keyword and ranking. A wallet will inevitably have a significantly higher click-through-rate for the keyword "wallet" than for the keyword "rucksack". In the same way, the product on position 1 of the search results will have a higher click-through-rate than the product on position 9. Accordingly, the Amazon algorithm always determines and compares the click-through-rate specifically for the keyword and ranking.

Let's have a look at a typical search result:

mapping of tables on Amazon as a search result on the desktop

A look at the search results for the search term "table" shows which elements potentially influence the click-through-rate of a product:

  • Main image
  • Title
  • Price (and strike price if applicable)
  • Number of reviews and ratings
  • Availability (free shipping, Prime)
  • Bestseller or Amazon-Choice Badge
  • Discount information

Amazon SEO starts right here, because without the click in the search results, no sale will take place. You cannot influence all elements directly. The number and amount of reviews as well as the presence of an Amazon Choice or bestseller badge can only be influenced indirectly and are usually the result of many sales.

However, you can influence the picture, the title, the price.

You should not only look at the search results on the desktop, but also at the display of the search results on the smartphone. The majority of purchases are made here:

Display of tables on Amazon as search results on the smartphone

The same elements are also displayed here, only the title is much shorter. You must take this into account when formulating the title, but more about this later.

Conversion rate

The Conversion Rate measures how many customers have actually bought the product after visiting the product detail page. Products with a high conversion rate meet the customers' expectations. This is usually rewarded with a higher ranking by the Amazon algorithm.

In contrast, it is a bad sign if a product is never bought after the customers have been to the product detail page. This means that users have received information on the product detail page that has prevented them from making a purchase or that there was too little information available to make a decision for the product in question. This can be, for example, an insufficient product description or a negative review.

In order to positively influence the conversion rate of a product, you must ultimately optimize all elements of the product detail page. This goes beyond pure text elements. Especially important are the elements that are "above-the-fold", i.e. at the top of the page.

Where does the term "above-the-fold" come from?
The term "above the fold" finds its origin in the newspaper industry. Here, this term describes the part of the newspaper that can be seen above the fold and is thus visible at first glance.

Amazon customers often scan a page just to get a first opinion and decide whether to give a product more attention or return to the search results page.

![Image of the Amazon product detail page Above the fold](./images/amazon-product detail page-above-the-fold.png)

The following elements play a major role "above-the-fold":

  • Main screen and additional screens
  • Title
  • Bullet Points
  • Number of reviews and rating level

All these elements are used almost unconsciously by the potential buyer to evaluate an item with regard to their purchase intention. The customer asks himself the following questions:

  • Is this what I'm looking for?
  • Can / want to afford the product?
  • Were others satisfied with the product?

Only when all questions have been answered consciously or unconsciously with "yes" or at least with a "maybe" does the customer begin to scroll down to take a closer look at the product. If she or he does so, then other elements play a central role:

  • Product description (if available)
  • A+ Content
  • Top reviews

These elements are all found "below-the-fold"


Sales is one of the strongest user signals available to Amazon for evaluating a product. Sales or turnover reflects the sum of all decisions that customers have made about a product.

A product with a comparatively higher sales volume seems - assuming the same price - to meet the needs of the customers better than a similarly expensive product with lower sales volume. Sales are therefore never absolute, but always relative to the competition.

It can be assumed that Amazon places the user signal "sales" in relation to the preceding search query. Thus, it is quite possible that a product with a very specific customer benefit (e.g. oversized shoes) only accounts for a small turnover compared to the competition in absolute terms, but if the search query contains the term "oversize", then these products will generate above-average sales.

It is not surprising that sales are an important indicator for Amazon, also for business management reasons. Amazon earns with every sale. But in the end, the purchase only comes about if the customer's needs are met. Amazon and the customer therefore have the same interests here.

What is the relationship between relevance factors and performance factors?

Together, the relevance and performance factors described above determine the Amazon ranking of a product. It is important to understand that the two factors do not influence the ranking independently of each other, but are in a mutual interaction.

Sometimes the factors have the same effect. For example, well-chosen and well-placed keywords not only increase the relevance of a product, they also increase the click-through-rate at the same time, since users usually click more often on products that contain their entered search terms in the title.

However, the factors sometimes also have an opposite effect. With regard to the keywords, it would make sense to place as many terms as possible in the title or the bullet points. In terms of good performance, however, this makes little sense, as a long, complicated title is unattractive to users and therefore generates fewer clicks.

Therefore, the interaction of relevance and performance factors should not be ignored and a good balance of both factors should be the goal of Amazon SEO.

How does Amazon SEO work?

Determination of the products to be optimized

At the beginning you should determine which Amazon products should be optimized. Here you could quickly think "all" and that is basically correct - but especially with larger portfolios you often have to prioritize.

If it becomes unclear, a simple scoring procedure helps, which considers e.g. the current turnover, the strategic importance, the competitive environment and also the current status of the listing. In the latter case, a separate scoring model is also useful.

In AMALYTIX, we evaluate each product with our Listing Quality Index (LQI).

Elements of the Listing Quality Index in the AMALYTIX tool

In addition, you can define in AMALYTIX yourself which demands you make on your products. All products that do not receive the full score are good candidates for optimization. You can then further weight them according to turnover, for example, and thus work your way from top to bottom.

Settings of the listing quality index in the AMALYTIX tool

Let's assume you want to sell a wallet. Then you should first do a Amazon Keyword Research to understand what potential customers are looking for, for example, if they want to buy a new wallet. Because even with such an everyday object there are countless variations of possible search terms:

  • Billfold
  • Wallet
  • Purse
  • Pocketbook
  • Portmonaie

In addition, you can also orientate yourself to the competition: Which terms are used by the products in the first five positions of the search results?

Since different users have individual vocabulary, you should also look at related search terms, misspellings and synonyms.

The optimal Amazon product title

The product title is without doubt one of the most important listing elements of all. After all, it provides information about what the product is about. In most cases, a potential customer decides whether a product is suitable for his needs based on the title alone. The perfect combination of keywords, brand, product features and good sales arguments is crucial here. It is important to optimise the title for both the search engine and the searcher. The Amazon Title Checker can help here. Search terms that appear in the title of a product are evaluated as very relevant by the Amazon algorithm.

As a rule, 200 characters is the upper limit. If you have already said everything important, you should not overload the title with unnecessary keywords. In addition, extremely long product titles have a deterrent effect on many customers and therefore generate fewer clicks. Caution: Titles that are too short are also clicked on less often. Amazon now advises a title length of 70 to 100 characters, since in the mobile Amazon app on the smartphone the title is usually truncated according to this number of characters.

Amazon has published so-called Amazon Styleguides for each product category, which set clear guidelines for each category, including the structure of the product title. Although not all sellers adhere to these guidelines, excessive deviations from the guidelines may result in suspension of the product listing.

With our free title checker, you can check whether you are complying with Amazon's specifications such as length and format of the product title: Go to the Amazon Title Checker

Use of highlights or bullet points

A special feature of Amazon are the so-called bullet points, which are also called highlights or bullet points. After the title, bullet points are the second most important source of information for potential customers. Since only a few Amazon users read through the product descriptions hidden below, the bullet points placed directly next to the product image often decide whether a product is purchased or not. As a seller, you do not have to provide detailed information here, but if you don't, you are giving away a great opportunity to convince potential buyers of your product.

Bullet Points keywords in Amazon Seller Central

Managing the Key Product Features in Seller Central

The keywords in the bullet points are also very important. However, it does not matter for the relevance whether a keyword is further up or down in the bullet points. It is also irrelevant whether it is at the beginning or end of a bullet point. What is important is that the keyword appears in general.

In principle, the bullet points should contain the most important product features, especially the unique selling points. In addition, the most frequently occurring customer questions about the product should be answered so that prospective buyers have the feeling that they are well enough informed to buy the product.

You should not use more than 200 characters per Bullet Point. You can use more, but then you run the risk that the Bullet Points will not be fully indexed.

Special characters such as emojies are possible, but they are not popular with Amazon and should be used sparingly.

Use of search terms

The use of search terms is also very important for the ranking, although these are not visible to the users either on the website or in the source code. Here you can and should place all keywords that did not make it into the title or the bullet points. Typical candidates are e.g. misspelled words of the own brand or product.

General keywords in Amazon Seller Central

Managing the General Keywords in Seller Central

In this example, different spellings were used for the material "terracotta" and placed in the search terms.

A maximum of 250 bytes are available in this area. You can upload longer texts via the Amazon Flatfile, but they will not be indexed anymore.

What is a byte?
Why Amazon counts here in bytes and not in characters is not known and probably has technical reasons. Important for you to know is that umlauts like äöüß count as 2 bytes.

Try it out and enter any text to see how long it is in bytes:
Bytes: 0

You do not gain relevance by repeating keywords, so you are only wasting valuable space with unnecessary repetitions. You should use this area as much as possible to be filtered out for as many search queries as possible.

According to Amazon you should consider the following points:

Recommended Not recommended
Singular is enough Use of filler words
Separate keywords with spaces Separate keywords with , or ; ;
synonyms Repeated keywords
Different spellings Brand names
Advertising statements
More info on keywords
You can find more tips on this topic on the help page of Amazon.

Selection of images

The conscious or unconscious influence of images on the purchase decision of potential customers cannot be underestimated. If two products are very similar, the product with the more attractive product images usually "wins".

Since products cannot be touched in online shops, the product images must replace the visit to the shop as much as possible. Therefore a product should be photographed from as many different angles as possible and show many details. Sharpness and good exposure should be self-evident. For the main image, the product must also be exempted, i.e. the product is on a pure white background. If image and product do not have much in common, this can lead to increased returns, which in turn has a negative effect on the Amazon ranking.

As a seller on the Amazon marketplace, you are allowed to add up to 9 images to a listing. A distinction is made between the main image and additional images. The main image is always the first image that is displayed, even in the search results. Depending on the category, Amazon has different requirements for the product images.

More information about product images
You can find more tips on this topic on the help page of Amazon.

The ideal product description

At Amazon, the product description is located relatively far down on the product detail page. So a potential customer has to scroll down properly to see it at all. The product description plays a rather secondary role for the ranking of an item. However, it can be used to place keywords that could not be placed anywhere else. However, you cannot rely on these keywords being indexed. Here you can describe product details which are less relevant than they would have to be mentioned above. Up to 2,000 characters are available in this area.

Please also use the Google Index
The product description is also indexed by Google. If you want your product detail page to be included in the Google index, the product description should be unique. In this case, it is not helpful to simply take the text from the online shop or the description of the manufacturer.

Although few customers read through the product description, those who do have a strong buying interest. This section therefore offers the last chance to convince fluctuating prospects to buy the product. You should therefore go through the product description again in detail and work with a strong emotionalisation.

Amazon A+ Content

A+ Content is also known to sellers as Enhanced Brand Content and vendors as Enhanced Marketing Content. The name has been unified for both to Amazon A+ Content and provides companies with a premium content feature that enables additional images and text in the product description of branded products. The product detail pages can thus be designed in a much more attractive way, which leads to a clear sales advantage compared to a standard product description.

Examples of different modules in the Amazon A+ Content

Examples of different modules in A+ Content

However, unlike Amazon's normal product description, A+ Content is not indexed, i.e. the content is not crawled by Amazon. On the other hand, the images and texts of A+ Content are in turn indexed by Google and can therefore possibly lead to a higher Google ranking.

Ranking monitoring and content monitoring

Especially if you have taken a lot of trouble to create your Amazon SEO content, then you should monitor it continuously from now on. Nothing is more annoying than when another merchant or vendor suddenly overwrites your carefully created content.

In AMALYTIX, for example, you can monitor your products on a daily basis and be notified by email if any changes are made to the content.

Example of Amazon Content Monitoring with AMALYTIX

AMALYTIX Content Monitoring

You should also monitor the success of your measures by monitoring rankings of your products. This can almost only be achieved by using appropriate tools where you store the keywords. The tools then regularly monitor the search results for these keywords and display the current position, the changes of the last few days in tabular and graphical form.

Example of Amazon Ranking Monitoring with AMALYTIX

AMALYTIX Ranking Monitoring

Which Amazon SEO tools will help me?

If you want to do search engine optimization on Amazon, you should be aware that this is not a "mayfly", but a long and intensive process. Not only the one-time optimization of the product listing, but above all a continuous monitoring as well as the constant repetition of the Amazon SEO process is the basis for sustainable success.

To make search engine optimization on Amazon easier for you, there are a few tools that can help you.

Amazon Suggest

Amazon already tries to guess what users are looking for when they enter their search terms by adding matching keywords to their search terms. This process is called Amazon Suggest.

Image of the Amazon Suggest results using the search term Yoga Mat

Amazon Suggest using the example of the Yoga Mat

You can use Amazon Suggest in the following ways to optimize your product listing:

  1. enter a search term in the Amazon search bar that is relevant to you or your product listing
  2. the algorithm will now display matching, obvious terms that are often related to the search term you entered and are also searched for. If, for example, the search term "purse" is concerned, it will be extended by the terms "men's purse", "ladies' purse", "leather purse" etc.
  3. you will get a first overview of keywords that you can include in your listing. You should then list and save these terms separately.
  4. you can continue this process by also entering the extended terms in the search line and thus gain more specific search terms.

To make this process easier for you, we have included a sophisticated Keyword Research Tool in AMALYTIX, which you can use to analyze the Amazon Suggest results, among other things.

Example of the Amazon Keyword Research with AMALYTIX

AMALYTIX Keyword Research Module

In AMALYTIX you can easily aggregate, prioritize and finally monitor keywords from different sources.

Once you have obtained a list of potential keywords in this way, you still need to find out which keywords are most relevant to your product. This is where the Google Keyword Planner comes into play.

Google Keyword-Planer

The Google Keyword Planner not only determines additional, matching search terms for certain keywords, but also shows how often they are searched for. The displayed search volume allows you to rate each individual keyword according to its relevance and priority for your product listing. In order to use the Google Keyword Planner, you only need to have an active Google Ads account on which ads have been or will be displayed.

Google Keyword Planner

Google Keyword Planner using the example of the Yoga Mat


Our tool AMALYTIX supports in different stages of the Amazon SEO process:

  • Selection of the appropriate products
  • Keyword research
  • Keyword monitoring (Amazon visibility index)
  • Content monitoring
Free trial period
Simply register for a 14-day trial period and we will show you how AMALYTIX can help you optimize your Amazon SEO process.

AXOLIST - The Amazon Content Tool

Image of the listing editor in the Amazon Content Tool AXOLIST

Screenshot AXOLIST Listing Editor

Keyword research, briefing, copy-writing, AI-supported translation and an integrated feedback process reduce the workload involved in optimizing an Amazon product listing to a minimum: To the Amazon Content Tool

More free tools from AMALYTIX


Studies show that most buyers click through to the second search results page at most. All products that do not appear on the first two pages of the search results page generate significantly fewer sales..

If you deal with the trade of products on Amazon, there is no way around the topic Amazon-SEO for you. Only with an optimized product detail page you have a real chance to reach the top positions of the organic search in the Amazon ranking and finally generate more sales.

Amazon-SEO helps you to optimize your product detail pages so that they can be found more easily and quickly by customers. The sooner you understand the various factors of the Amazon ranking algorithm and the relevant connections, the better you can develop your own ideas and strategies for optimizing your product listings.

But be careful: Do not rest on your laurels. Continue to follow the current developments in search engine optimization on Amazon. Due to changes in guidelines or direct changes in algorithms, ranking positions can change quickly. Do it like Amazon: Keep the needs of your target group in mind and let the most urgent wishes of your customers flow into your products and product listings.

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