Amazon SEO: How merchants achieve a better ranking

What is Amazon SEO and how does it work?

SEO stands for Search Engine Optimization and refers primarily to conventional search engines such as Google, Bing & Co. However, more and more potential online buyers start their product search directly on the marketplaces. For this reason, measures for so-called Amazon SEO have developed over time. Their primary goal is the same as with classic SEO: an increase in visibility within the search. In this case, however, the venue is the marketplace’s internal product search engine, not Google’s search results pages, the so-called SERPs.

Understanding the A9 algorithm

Responsible for the SEO ranking in the Amazon search is the in-house algorithm A9. Its task is to screen all products listed on Amazon and, in the case of a search query, to assess which items could be relevant for searchers.

The ranking is primarily text-based. Here, too, a parallel can be drawn to traditional search engines, because just like the Googlebot, A9 focuses on key terms, the so-called keywords. Depending on the term, the ranking can therefore be very different: While a placement within the first page is possible for one keyword, it can happen that the product does not appear in the search results at all for a slight change of the keyword. Retailers should therefore think carefully about which terms they want to use in their product titles, product descriptions, bullet points and the like.

Amazon SEO vs. Amazon Backend Keywords: What are the differences?

Merchants who want to optimize the visibility of their products should distinguish between two basic things when it comes to keywords: General Amazon SEO, which is carried out in the frontend, i. e. the area visible to customers, and so-called backend keywords, which – as the name suggests – are maintained in the backend of Amazon Seller Central.

Backend keywords are a separate topic, which we explained in a previous post. Read our guide to backend keywords here, in which we summarize everything you need to know about this topic.

OnPage and OffPage optimizations for a better Amazon ranking

In Amazon SEO, a distinction is made between OnPage and OffPage optimization. OffPage optimization is primarily driven by the image and outward perception of your company and your products. OnPage SEO, on the other hand, is about concrete measures to improve your visibility. In this blog post we will focus on OnPage measures.

Amazon SEO OnPage

OnPage optimization is about optimizing the factors of a listing that can be directly influenced so that the article can be found for all relevant keywords. The focus is on four areas: Title, attributes, the product description and images.

Keywords in the product title

The product title has the greatest relevance for the classification of an article. Information on how long the product title should be varies between 50 and 200 characters. We recommend that you test different titles and also change the title length if the click rates of your articles do not correspond to your wishes.

Experience shows that the so-called CTR (= Click Trough Rate) suffers from titles that are too long, as they do not always appear attractive to searchers at first glance. Therefore, you should limit the title to one or a few focus keywords that seem most important to you. Amazon itself warns against over-optimized titles and threatens with downgrades in the ranking. Therefore, optimize your titles primarily for the customer, not for the Amazon algorithm.

Keywords in attributes (bullet points)

You can define up to five attributes for each of your products, which appear as a list on the products. These bullet points serve to summarize the most important features of your products in short key points or sentences and to highlight what makes the product special.

In contrast to the product description, which is often only skimmed over by many readers, the bullet points are often given considerably more attention. This is also the reason why they also play a major role in product listings and are an important part of Amazon SEO. The trick is to include relevant terms in the short bullet points and at the same time highlight the greatest strengths of your product. Depending on the product category, you have up to 250 characters available for this.

Keywords in the product description

Compared to the title and the bullet points, the product description is less relevant. Nevertheless, a ranking optimization can be worthwhile if you have already revised the other areas. With a maximum length of 2,000 characters, the description offers the greatest scope for including relevant keywords. At the same time, it can help you turn undecided potential customers into buyers.

Product images

Amazon SEO is also image SEO. You can attach up to nine product images to an article, but it is mandatory to use one main image. Never underestimate the importance of your product images. They are often the only visual element you can offer your customers. Because they are of such great importance, Amazon has defined very clear guidelines for product images:

Image size: Your images must be at least 1,000 pixels long on the longest side and 500 pixels long on the shortest side. However, the zoom function is only supported from 1,000 x 1,000 pixels, so this should be your minimum. You should not exceed 10,000 pixels on the longest side.

Format: In principle, PNG, TIFF and GIF files are supported, but the JPEG format is preferred.

Cropping: The images must be cropped in such a way that the products are shown in their entirety and no part is cut off at the edges. Jewellery is excluded from this rule.

Background: The main image must be shown on a white background and must fill at least 85% of the surface.

Depictions of persons: Except in the case of clothing, persons are not permitted in the main image.

Props, logos and watermarks: There must be no distraction from the product in the images. Therefore, the use of props, logos and watermarks is strictly prohibited.

Texts: Texts are only permitted if they are applied to or associated with the product.

Read more: Online shop or Amazon and ebay: We have taken a closer look at which sales channel is the right one for your business in this blog post.

How do merchants achieve the best OnPage optimization?

First and foremost, it is important to define your preferred target group. Knowing one’s customers forms the basis for an effective search for keywords with which the corresponding customers go in search of a product.

To define their target group, retailers should ask themselves the following questions:

Which people buy your product? (Age, gender, origin, interests)

What is their search intention? (Use of single terms or word combinations)

Are there other items that are bought in connection with your product? (Accessories, add-ons)

Does your product have a unique selling proposition? (features to be highlighted)

Use these findings and optimize all relevant information of your product from title to product description.

Find suitable keywords for your Amazon SEO

In our article on Amazon backend keywords, we had already presented possibilities for efficient keyword research. These tools can also be used to find suitable keywords for your frontend. Click here to read our blog post about backend keywords.