How to Improve SEO on Amazon And Boost Your Product Rankings

by | Oct 12, 2023 | Amazon Listing Optimization

E-commerce has become an integral part of the retail landscape today. With consumers increasingly shopping online, brands and sellers are looking for ways on how to improve Amazon seo tutorial and take advantage of the huge opportunities that e-commerce platforms like Amazon provide.

One of the key elements of succeeding on Amazon is making sure your products show up when customers search for relevant keywords. This is where Amazon SEO comes in. Optimizing your product listings for Amazon’s search algorithm, called A10, can help boost your product visibility, drive more traffic to your listings, and ultimately increase sales and revenue.

Understanding how to improve Amazon search results and rank higher in the search results is crucial for any seller looking to boost their performance on the platform. Amazon’s search algorithm is unique and optimizing for it requires a different approach compared to regular SEO for Google.

Whether you are just starting out on Amazon or looking to take your product rankings to the next level, this guide will provide actionable insights to help boost your Amazon SEO.

Understanding Amazon SEO and Its Importance

Understanding Amazon SEO and Its Importance

Amazon SEO or Amazon product SEO refers to the process of optimizing Amazon product listings to rank higher in Amazon’s search results and improve visibility.

The goal is to make sure your product listings appear at the top when customers search for relevant keywords and increase amazon search results. Ranking higher increases the chances of your product being seen and purchased by users.

For any brand or seller, optimizing and managing product SEO on Amazon is crucial because of the following reasons:

  • Amazon’s massive reach – Over 197 million monthly visitors come to Amazon just in the US, making it a huge source of potential sales. Ranking well helps tap into this vast customer base.
  • Majority of shoppers don’t go past page 1 – According to Jumpshot, over 60% of Amazon shoppers don’t go past page 1 of search results. So if you don’t rank in the top positions, you miss out on visibility.
  • Build trust and authority – Ranking well for your target keywords indicates to customers that your product is a quality and popular choice in that category. This builds authority and trust.
  • Higher conversion rates – Products ranking on page 1 of Amazon results have 2-3 times more conversion rate than those on page 2 and beyond. Improving rankings directly impacts conversions.
  • Sales and revenue growth – Ultimately, the higher your product ranks, the more visibility and clicks you get, leading to increased sales and revenue. SEO is key for growth.

Given these compelling benefits, sellers who optimize their Amazon SEO stand to gain a significant edge over competitors. 

Let’s look at how Amazon’s search algorithm works to better understand how to improve rankings.

Factors on How to Improve SEO on Amazon

Factors on How to Improve SEO on Amazon

The A10 algorithm is Amazon’s proprietary and complex search algorithm that is used to rank and display products in search results when customers search for product keywords on Amazon.

It was launched in 2021 to replace Amazon’s previous A9 algorithm. Understanding how it works can help you optimize product SEO accordingly.

Here are some key things to know:

1. Considers Multiple Ranking Factors

A10 algorithm uses AI and machine learning to take into account multiple factors to determine product ranking. Some of the main factors include:

Keyword Relevance

The A10 algorithm analyzes the relevance of a product to the keywords used in a user’s search query. It considers factors such as the presence of the keywords in the product title, description, and other relevant attributes. Products that closely match the searcher’s query are more likely to rank higher.

Conversion Rate 

The algorithm takes into account how well a product converts site visits into actual sales. It considers factors such as the click-through rate, add-to-cart rate, and purchase rate for a particular product. Products that have a higher conversion rate are seen as more appealing and relevant to users, which can positively impact their ranking.

Product Reviews & Ratings

Positive ratings and reviews play a significant role in determining product rankings. The algorithm considers the overall rating of a product, as well as the number and quality of reviews it has received. Products with higher ratings and positive reviews are more likely to rank higher, as they are perceived as trustworthy and reliable by users.

Sales History 

The A10 algorithm takes into account the historical sales performance of a product. It considers factors such as the number of units sold, revenue generated, and sales velocity. Products that have a strong sales history and are popular among customers are more likely to rank higher in search results.


The availability of products in stock is also considered by the algorithm. Products that are currently in stock are favored over out-of-stock items. This is because users are more likely to prefer products that can be purchased immediately rather than having to wait for restocking. Therefore, products with available inventory have a higher chance of ranking higher in search results. That’s why you need a feedvisor product specifications.

Focuses on Shopper Experience

2. Focuses on Shopper Experience

 The A10 algorithm places a strong emphasis on factors that contribute to a positive shopper experience. While keyword relevance is still important, customer-focused factors are given greater weightage in determining product rankings. This shift in focus reflects the algorithm’s aim to prioritize the satisfaction and needs of the shoppers.

One of the key factors considered is product quality. The algorithm takes into account the overall quality of a product, including its durability, functionality, and overall performance. Products that are known for their high quality are more likely to rank higher as they are perceived as providing better value to customers.

3. Different From Google or Other Search Algorithms

The Amazon A10 algorithm sets itself apart from search algorithms used by platforms like Google by placing a stronger emphasis on conversion-focused factors rather than just relevancy or page content. While Google’s search algorithm primarily focuses on delivering the most relevant and informative content to users, the A10 algorithm is designed to prioritize customer satisfaction and sales history.

Unlike traditional SEO tactics used for Google, such as keyword stuffing or link building, these strategies do not directly impact rankings on Amazon. Instead, the A10 algorithm takes into account factors that are more closely tied to customer satisfaction and purchasing behavior. This means that sellers and marketers need to shift their focus towards optimizing their listings for customer experience and driving conversions.

4. Evolves Continually

One of the key aspects of Amazon’s A10 algorithm is its ability to evolve continually. This means that the algorithm undergoes constant improvement using AI and machine learning techniques to refine product rankings. As a result, what may be an effective tactic for optimizing your product’s visibility and ranking today may not necessarily work tomorrow.

The continuous evolution of the A10 algorithm is driven by Amazon’s commitment to providing the best possible user experience for its customers. By constantly refining the algorithm, Amazon aims to ensure that the most relevant and high-quality products are displayed to users when they search for a particular item.

5. Favors Amazon Sellers

The A10 algorithm, as analyzed by Feedvisor, has been found to give preference to products sold directly by Amazon and products fulfilled by Amazon over third-party sellers in certain cases. This means that when a customer searches for a particular product on Amazon, the algorithm may prioritize displaying products that are sold or fulfilled by Amazon itself.

There are several reasons why the A10 algorithm may favor Amazon sellers. Firstly, Amazon has a vested interest in promoting its own products and services. By giving preference to products sold directly by Amazon or fulfilled by Amazon, the company can ensure that it maintains control over the customer experience and can uphold its reputation for reliable and efficient delivery.

Secondly, products sold or fulfilled by Amazon are often associated with certain benefits such as Prime eligibility, which offers fast and free shipping to Prime members. By prioritizing these products, the algorithm can enhance the overall customer experience and incentivize customers to subscribe to Prime or purchase from Amazon directly.

By optimizing for the above factors in your product listings and overall strategy, you can aim to boost your Amazon SEO and product rankings over time. Let’s look at some best practices for this next.

Keyword Research and Analysis for Amazon SEO

Keyword Research and Analysis for Amazon SEO

Thorough keyword research lays the foundation for effective Amazon SEO. Targeting keywords that customers use during their product search is crucial for driving relevant traffic to your listings.

Follow these best practices for keyword research:

1. Identify High-Intent Keywords

To optimize your product listing for the A10 algorithm, it is crucial to focus on keywords that indicate a customer’s readiness to make a purchase. These high-intent keywords are typically specific and action-oriented. 

For example, instead of targeting generic keywords like “protein powders,” it is more effective to target keywords like “buy protein powder” or “best protein powder for muscle gain.” By incorporating these high-intent keywords into your product title, bullet points, and product description, you can increase the visibility of your listing to customers who are actively looking to make a purchase.

2. Go Beyond Exact Match Keywords

While exact match keywords are important, it is also essential to target related keywords to increase your listing’s visibility. This includes plurals, long-tail keywords, misspellings, and variations of your main keyword. 

By incorporating these related keywords into your product listing, you can capture a wider range of customer searches and improve your chances of appearing in relevant search results. For example, if your main keyword is “protein powder,” you can also target variations like “protein powders,” “best protein powder,” or “high-quality protein powder.”

3. Use Tools like ProductScope

To gain insights into the keywords that your competitors are ranking for and to identify similar terms to target, you can utilize tools like ProductScope. These tools provide valuable data on keyword search volume, competition level, and trends. 

By studying the keywords that your competitors are successfully ranking for, you can identify opportunities to optimize your own listing and improve your visibility on Amazon.

4. Use Negative Keywords

In order to avoid irrelevant searches and improve the relevance of your listing, it is important to add negative keywords. Negative keywords are terms that you do not want your listing to appear for. 

For example, if you are selling new products, you may want to add negative keywords like “used,” “refurbished,” or “second-hand” to ensure that your listing does not appear in searches for pre-owned items. By carefully selecting and adding negative keywords, you can refine your targeting and attract more qualified traffic to your listing.

5. Include Backend Search Terms

Backend search terms are keywords that do not appear on your listing but can still influence the A10 algorithm’s understanding of your product’s relevance. These backend search terms are added in the backend search term fields of your product listing. 

By including relevant keywords in the backend search term fields, you can improve the chances of your listing appearing in relevant search results. It is important to note that these backend search terms should be relevant and not spammy or misleading.

6. Use Amazon Autocomplete

Another effective way to generate keyword ideas is by using Amazon Autocomplete. Simply start typing a keyword related to your product in the Amazon search bar, and the autocomplete suggestions will give you keyword ideas based on popular searches. This can help you identify additional keywords to target and expand your reach on Amazon.

By implementing these strategies, you can optimize your product listing for the A10 algorithm and increase your visibility on Amazon. Remember to regularly monitor and analyze the performance of your keywords to make necessary adjustments and stay competitive in the marketplace.

Effective Methods for Researching Amazon Keywords

Effective Methods to Scope Amazon Keywords

Amazon Autocomplete

Start by typing your main keyword in Amazon’s search bar. As you type, Amazon’s autocomplete feature will suggest search terms that are popular among customers. These suggested search terms can provide valuable insights into long-tail variations and closely related keywords that you can target in your product listing. By incorporating these keywords into your listing, you can increase your chances of appearing in relevant search results and attracting more potential customers.

Analyze Competitors

Tools like ProductScope allow you to analyze the keywords that your top-ranking competitors are targeting. 

By studying their keyword strategies, you can gain valuable insights and identify opportunities where competition may be less intense. This can help you uncover new keyword ideas and optimize your own listing to stand out from the competition.

Semrush Keyword Wizard

Semrush offers a dedicated Keyword Wizard specifically designed for Amazon. This tool provides keyword suggestions, search volume data, competitiveness analysis, and more for Amazon product research. 

By utilizing the Semrush Keyword Wizard, you can access comprehensive keyword data that will enable you to make informed decisions about which keywords to target in your product listing.

Review Customer Questions

The customer Q&A section on Amazon can be a goldmine for keyword research. By reviewing the questions that customers ask about products in your category, you can gain insights into the information they are seeking and the specific keywords they are using. 

Incorporating these customer-generated keywords into your listing can help improve its relevance and visibility to potential customers.

Search on Forums

In addition to Amazon’s platform, forums like Amazon seller forums can provide valuable insights into the keywords used by sellers in your niche. By participating in these forums or simply observing the conversations, you can gather information about the keywords that are commonly used by sellers for products similar to yours. This can help you identify additional keywords to target and stay up-to-date with industry trends.

Thorough keyword research is essential for effective Amazon SEO. By considering factors such as search volume, competitiveness, and relevancy, you can identify the right keywords to target in your product listing. This will increase your visibility on Amazon and improve your chances of attracting potential customers. Regularly reviewing and updating your keyword strategy based on performance data will help you stay ahead of the competition and optimize your listing for maximum visibility and sales.

Optimizing Product Titles and Descriptions

Optimizing Product Titles and Descriptions

Product titles and descriptions offer prime real estate to optimize for keywords and convince customers. 

Follow Amazon’s guidelines when crafting them:

Product Titles

When crafting your product titles, it is important to follow Amazon’s guidelines for optimization. Firstly, include your target main keyword preferably at the start of the title. This helps improve your visibility in search results and increases the chances of your listing being seen by potential customers. Additionally, it is crucial to keep the title under 200 characters, including spaces. Longer titles may get truncated and lose their impact, so it’s best to keep them concise and to the point.

Furthermore, it is essential to use keywords naturally and avoid over-optimization. Keyword stuffing can have a negative impact on your listing’s visibility, so it’s important to strike a balance and use keywords in a way that feels organic and relevant. Additionally, including key product features, category, and brand in the title provides important information to customers and improves the overall relevancy of your listing.

Product Descriptions

When writing your product description, it is important to incorporate keywords intelligently throughout the text. However, it is crucial to avoid keyword stuffing, as this can have a negative impact on your listing’s visibility. Instead, focus on using keywords in a natural and relevant manner that enhances the overall description.

In addition to keywords, make sure to clearly explain the product’s specifications, features, and benefits. This helps customers understand what they can expect from your product and makes it easier for them to make an informed purchasing decision. Providing detailed information about your product can also help build trust with potential customers.

To enhance the description further, consider using a variety of media such as text, images, videos, and other visual elements. This not only makes the description more engaging but also allows customers to get a better sense of your product.

Category-Specific Optimization

Clothing – Include fabric type, fit type, neckline, sleeve length details to provide comprehensive information to potential buyers.

Electronics – Focus on key features, hardware specifications, and connectivity options to highlight the product’s capabilities.

Beauty – Mention skin types suitable for the product, formula benefits, and fragrance notes to cater to customers’ specific needs.

Food – Highlight dietary specifications (such as keto or vegan), ingredients used, and flavor profiles to appeal to customers’ preferences.

Toys – Include age range suitability, dimensions, and safety certification marks to help customers make informed purchasing decisions.

Books – Cover the genre, key themes, highlights of the book, and provide author details to attract readers interested in specific genres or authors.

Optimizing your titles and descriptions well provides two benefits – improving click-through rates from search pages as well as convincing the customer once they land on your listing.

Bullet Points and Product Features Optimization

When optimizing bullet points for your Amazon product listing, it is important to follow certain strategies to effectively highlight the key features and benefits of your product. First, adhere to Amazon’s recommended guideline of using 4-5 bullet points. This ensures that the information is concise and easily digestible for potential customers.

Focus on communicating the value and differentiation of your product in the bullet points. Clearly articulate what sets your product apart from competitors and why customers should choose it. Use language that emphasizes the unique selling points and benefits.

To make the bullet points scannable, write them in a concise manner. Avoid lengthy text that may overwhelm or bore readers. Instead, use short and impactful sentences that quickly convey the information.

High-Quality Product Images and A+ Content

Engaging product photos and A+ content help convince customers to purchase from your listing. 

High-Quality Product Images and A+ Content

Follow these best practices:

Product Images

When it comes to product images, it is important to use high-resolution, professional photos whenever possible. These photos showcase your product in the best possible light and give customers a clear view of what they can expect. 

The main image should focus solely on the product, without any distracting elements, so that customers can easily identify the product and its key features. Utilizing alternate angles, videos, and demos can effectively showcase your product and provide customers with a better understanding of its features, details, and any options or variations available. It is also important to maintain consistent branding and style across your range of product images to create a cohesive and professional look for your brand. 

If applicable, including images of people using or wearing the product can help customers visualize themselves using the product and increase their desire to purchase. Lastly, optimal image sizes should be a minimum of 1000px or above on the longest side to ensure that the images are clear and detailed when viewed on different devices.

A+ Content

A+ Content is a valuable tool that allows you to provide customers with detailed information about your product. You can include text, specifications, data, charts, and other relevant details to give customers a comprehensive understanding of what your product offers. To make the most of this feature, incorporate multiple images and videos within your A+ Content. 

Additionally, optimizing your A+ Content for SEO can improve its visibility in search results. It’s worth noting that studies have shown A+ Content can improve conversion rates by 3-10%. By taking advantage of this feature, you can provide customers with a more engaging and informative shopping experience.

A+ content allows you to create an immersive, customized product page going beyond the standard product description. The enhanced media and content keep customers engaged. Include relevant information like buying guides, visual charts illustrating features, detailed product videos and more.

Generating Positive Product Reviews and Ratings

Generating Positive Product Reviews and Ratings

Product reviews and ratings directly influence a buyer’s purchasing decisions on Amazon. They also impact rankings. Follow these tips to get more positive reviews:

  • Offer an incentive like a discount code in thank you inserts. But avoid pay-per-review schemes.
  • Send customized review requests to verified buyers via email with instructions on leaving honest feedback.
  • Proactively seek feedback by responding to reviews and asking what could be improved.
  • Monitor negative reviews and resolve issues transparently. Negative ratings can hurt.
  • Deliver exactly as promised in product listings and descriptions to exceed expectations.
  • Make reviewing easy with direct email links, review buttons, reminders on packaging etc.
  • Focus on getting ratings more so than in-depth reviews given ratings hold more weightage.
  • Remind happy customers to leave a review after a purchase and pleasant experience.

By specifically requesting for reviews from genuine buyers after they’ve used your product, you can encourage relevant, authentic reviews that will build social proof and credibility for your listing.

Pricing and Promotional Strategies to Improve Rankings

Your product pricing and promotions impact conversion rates which is a factor Amazon’s algorithm considers. 

Pricing and Promotional Strategies to Improve Rankings

Some best practices:

Pricing Strategies

  • Offer competitive pricing in line with top competitors
  • Use price intelligence tools to optimize and adjust
  • Consider penetrative pricing to enter new markets
  • Bundle products to increase perceived value
  • Run limited-time discounts or seasonal sales
  • Offer additional savings on larger purchase quantities

Promotional Strategies

  • Free shipping or discounts on first purchase
  • Lightning deals – steep discounts for short time
  • BOGO (Buy One Get One) offers
  • Coupon codes on product page or email signups
  • Giveaways and contest on social media
  • Loyalty rewards program for repeat customers

A combination of compelling product offerings, competitive pricing, and strategic promotions will help you drive high conversion rates. Continuously track performance and experiment with different options to determine optimal pricing for your products.

Tracking and Measuring Amazon SEO Performance

Tracking and Measuring Amazon SEO Performance

Tracking the key metrics relevant to Amazon SEO is crucial to gauge the effectiveness of your optimization efforts:

Keyword Rank

To effectively monitor your rankings for target keywords, you can utilize tools like Sellics or Semrush. These tools provide real-time data on your keyword visibility, allowing you to measure the effectiveness of your SEO efforts.

Best Seller Rank

The improvement in your Best Seller rank is a strong indicator of the increasing popularity of your product. As your rank improves, it demonstrates that more customers are choosing your product over others in the same category.

Conversion Rates

Measuring the percentage of site visitors that convert to sales is crucial in evaluating the success of your SEO strategy. By improving your SEO, you should see an increase in conversions as your website becomes more visible and appealing to potential customers.

Number of Reviews

The total number of reviews and the average rating of your product are important factors in determining how well your listing converts visitors into customers. Positive reviews and a high average rating indicate that customers are satisfied with your product, which can lead to increased sales.

Click Through Rate

A higher click-through rate from search results to your listing indicates that your product has good click appeal. This means that customers find your product enticing and are more likely to click on it compared to other listings. 

Sales Volume

Ultimately, tracking the sales numbers and revenue generated from Amazon for your product(s) is essential. This data provides a clear picture of how well your product is performing and allows you to make informed decisions regarding pricing, marketing strategies, and inventory management.

Share of Voice

Assessing your product’s visibility compared to competitors for your main keywords is crucial in understanding your market position. By analyzing your share of voice, you can determine how well you are competing against other sellers and identify opportunities for improvement.

Regularly track these metrics on a week-by-week basis to gauge impact of your optimization efforts like new keywords targeted, content refreshed etc. Tools like Semrush, Sellics and Helium 10 provide the relevant data for Amazon SEO tracking and analytics.

Conclusion: Driving Sales with Amazon SEO

Optimizing your Amazon product listings for SEO has tangible benefits for any seller or brand looking to maximize their e-commerce sales.

By focusing on Amazon’s A10 ranking algorithm’s preferences, conducting rigorous keyword research, optimizing your content, and creating a stellar listing, you can expect to improve your product visibility, rankings and conversions over time.

Consistently delivering a great user experience across the stages from pre-purchase research to the post-purchase experience is key to building loyalty and gaining an SEO advantage on Amazon.

With the actionable tips in this guide, you now have the framework to begin optimizing your Amazon SEO and take your product rankings to the next level.

Harness the Power of AI with ProductScope’s ChatGPT for Amazon. Dive into unparalleled customer insights, save precious time, and optimize like never before. The future is now. Are you in?


How Does Amazon SEO Work?

Amazon SEO involves optimizing on-page elements of your product listings like titles, descriptions, images, reviews etc. to align with Amazon’s A10 ranking algorithm. The goal is to rank higher when customers search for relevant keywords.

What Is Amazon’s A10 Algorithm?

The A10 algorithm is Amazon’s proprietary search and ranking algorithm that determines where products appear in search results on Amazon. It considers factors like keywords, conversion rate, sales etc.

How Do Keywords Affect Amazon SEO?

Keywords are critical for Amazon SEO. Targeting keywords shoppers use to search for products you offer can help your listings appear in those search results and improve ranking.

Why Are Product Reviews Important for Amazon SEO?

Product reviews build trust and social proof. Positive reviews also influence conversion rate, which in turn impacts rankings as Amazon’s algorithm favors listings with higher conversions.

How Can I Track My Amazon SEO Performance?

Use tools like Semrush, Sellics and Helium10 to track relevant metrics like ranks for keywords, Best Seller rank, conversion rate, number of reviews etc. to monitor your Amazon SEO progress.

What Is A+ Content on Amazon?

A+ content allows you to enhance product pages with additional videos, images, charts, comparison tables etc. to create an immersive shopping experience. This can improve conversion rates.

How Does Pricing Affect Amazon SEO?

Competitive pricing leads to higher conversions. Since conversion rate influences Amazon rankings, optimal pricing has an indirect positive impact on product rankings.

How Can I Optimize Bullet Points for Amazon SEO?

Bullet points should highlight your product’s key features, benefits and differentiation. Include relevant keywords naturally and follow Amazon’s guidelines for crafting effective bullets.

What Is the Difference Between Frontend and Backend Keywords on Amazon?

Frontend keywords appear on the product listing page. Backend keywords are only visible to Amazon and don’t appear on page. Including both improves SEO.

How Does Amazon’s Autocomplete Feature Help in Keyword Research?

When you begin typing a keyword on Amazon, the suggested terms can provide keyword ideas and variations to target. Amazon autocomplete provides insight into search demand.

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