Amazon SEO

I start with keyword research on Amazon itself. I type my core term into the search bar and note the autocomplete suggestions. Then I look at the top five competitor titles and identify common phrases. I prioritise the keyword that appears most frequently in the top 10. For example, for "wireless headphones", I see "bluetooth", "noise cancelling", "over ear". I then build my title: brand + primary keyword + key features + size/colour. I keep the first 80 characters tight because Amazon truncates on mobile. I place the main keyword at the beginning.

Next, I write five bullet points. Each bullet starts with a benefit and includes a secondary keyword. I avoid keyword stuffing. I use the backend keywords field in Seller Central to add misspellings, synonyms, and related terms that didn't fit naturally in the visible fields. I have seen this lift impressions by 20% in some cases.

I then optimise the main image: white background, 1000x1000, product taking up 80% of the frame. I add a video if possible. I use A+ Content (EBC) to add comparison charts and lifestyle images. In my own listings, A+ Content increased conversion by 12% on average.

Pricing matters. I check competitors' prices and set mine within 5% of the leader. If I have a lower price, I use strike-through pricing to show the saving.

I launch with Vine for the first 10 reviews, then enable Request a Review for every order. I aim for 15 reviews with a 4.0+ rating before running any sponsored ads. This gives me a baseline conversion rate.

I also ensure the product is in the correct category and subcategory. Amazon's algorithm uses category relevance. For broader context on marketplace SEO, I recommend reading about [Ecommerce SEO](/ecommerce-seo/) and [Etsy SEO](/etsy-seo/) for similar platform dynamics. For specific product page tactics, see [SEO for Product Pages](/seo-for-product-pages/). And for technical foundations, check [Technical SEO for Ecommerce](/technical-seo-for-ecommerce/).

The biggest watch-out is keyword stuffing in bullets. Amazon's algorithm can detect unnatural language and suppress the listing. I once saw a listing drop from page 1 to page 5 after adding too many keywords in bullet points. Keep bullets readable.

Another watch-out: backend keywords are not a substitute for visible keywords. They only contribute to relevance, not ranking directly. I used to think they were the main source. Wrong.

Title length: Amazon truncates after 200 characters on mobile. I learned that the hard way when my brand name got cut off. Keep crucial info within the first 80 characters.

Image rules: the main image must be a professional photo on a pure white background. I have seen listings suppressed for having text overlays. Only use infographics in alternate images.

Review velocity: if you get 10 reviews in a day, Amazon might flag you. I pace my Vine orders.

Pricing: if you lower your price drastically, Amazon may trigger a buy box eligibility review. I maintain a stable price for at least 30 days.

Don't ignore the product description field. Even though bullets are more visible, the description can contain keywords and is used for search.

If you are stuck, hiring an [Ecommerce SEO Consultant](/ecommerce-seo-consultant/) can help. I also run an [Ecommerce SEO Audit](/ecommerce-seo-audit/) on my own listings every quarter to catch issues early.

I initially treated Amazon SEO as a one-off task. I optimised the listing once and never updated it. That was a mistake. I now revisit every three months based on performance data.

I copied titles from the top sellers without understanding their context. They had thousands of reviews, while I had none. My listing didn't convert. I should have focused on building reviews first.

I measured impressions as a success metric. High impressions but low clicks meant my title or image was off. I now focus on click-through rate and conversion rate.

I ignored the backend keywords field for six months. Once I added terms, my organic traffic increased by 15%.

I thought high ratings alone would rank me. But a 4.5-star product with five reviews can lose to a 4.0-star product with 100 reviews because conversion rate is higher. I now prioritise review volume.

I used Google Trends for keyword research. Amazon search behaviour is different. People search for "portable charger" not "power bank". I now use Amazon's own autocomplete and search volume tools.

For a systematic approach, I follow the [Ecommerce SEO Checklist](/ecommerce-seo-checklist/). When writing copy, I apply lessons from the SEO Product Description guide.