Amazon SEO Guide
Amazon is a search engine for products. When a customer searches "wireless headphones" on Amazon, the A9 algorithm decides which products appear first. Amazon SEO is the process of optimising your product listings to rank higher in these results.
Amazon Ranking Factors
| Factor | Impact |
|---|---|
| Sales velocity — how fast and how many units sell | Very High |
| Relevance — keyword match in title, bullets, description | Very High |
| Conversion rate — percentage of visitors who buy | High |
| Reviews — quantity, rating, recency | High |
| Price — competitive pricing relative to similar products | High |
| Availability — in stock, FBA vs merchant fulfilled | Medium |
| Images — quality, quantity, compliance | Medium |
How to Optimise a Product Listing
Title
Include: Brand + Product Name + Key Feature + Size/Colour/Variant. Front-load the most important keywords. Amazon allows up to 200 characters for most categories.
Bullet Points
5 bullet points highlighting key features and benefits. Include relevant keywords naturally. Focus on what the customer cares about — solve their problem.
Product Description
Expand on the bullet points with detailed information. Use A+ Content (Enhanced Brand Content) if you are brand registered — it allows images, comparison charts, and formatted text.
Backend Keywords
Amazon provides a hidden keywords field (250 bytes). Add keywords not already in your title and bullets — synonyms, alternate spellings, and related terms.
Images
Minimum 6 images. Main image on white background, then lifestyle images, infographics, size charts, and packaging. 2000x2000 pixels for zoom functionality.
Amazon SEO vs Google SEO
The key difference: Amazon optimises for purchases, Google optimises for information. On Amazon, conversion rate and sales velocity matter more than backlinks or content depth. The tools are different but the principle is the same — understand what the algorithm rewards and optimise accordingly.
Last updated: March 2026