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Visibility is a key component of success on Amazon’s digital marketplace. With millions of sellers jostling for the attention of shoppers, more visibility is always going to be better.

Visibility on Amazon also means the kind of sales that are going to allow you to start to scale your e-commerce business. That’s where online-selling success lies. And, much like Google, Amazon has an algorithm that’s at the core of its Search Engine Optimization (SEO) process.  

That’s really what this post is all about. 

Understanding and harnessing the power of Amazon SEO can lead your product listings to higher rankings, more visibility, and ultimately, more sales. This post is going to walk you through a 10-step process that’ll help you to optimize your Amazon product listings for higher rankings.

1. It All Begins With Keywords

In most cases, an Amazon strategy is going to begin with a keyword. That’s because Amazon’s algorithm (like Google, and pretty much every other search engine) is based on keywords. Understanding the keywords your potential customers use when searching for products similar to yours is critical to your overall success. 

Use keyword research tools from companies such as Helium 10, Jungle Scout, or MerchantWords to identify the most relevant and high-volume keywords. Once you’ve come up with your list, carefully incorporate these keywords throughout your product listing, including the title, bullet points, description, and backend keywords.

2. Optimize Your Product Title

After your principal product image, the product title is probably the most crucial element of your Amazon product listing. When following Amazon’s advice, a good product title should include aspects such as product brand, product line, material or key feature, product type, color, size, and packaging or quantity.

Your title needs to be informative, concise, and include your most important (searchable) keywords. Avoid keyword stuffing (or loading up your title with every last search term). It can make the title unreadable and negatively affect user experience. It’s also frowned upon by Amazon, and a sign of a product listing written for a machine, not an actual human shopper.

3. Bullet Points and a Product Description that Tell a Story

Take shoppers on a journey with evocative bullet points and a persuasive product description. While bullet points give you a fair amount of space to highlight the features and benefits of your product, you’ll still want to use this space wisely.

In the bullet points, present the key features and benefits of your product, focusing on how it solves a problem or adds value for the customer. Naturally integrate relevant keywords into these points.

In the description, you can take a deeper dive into the details of your product. Use this space to appeal to the customer’s emotions. Make sure to weave in your targeted keywords naturally.

4. Use High-Quality Images

It’s impossible to overlook the importance of Amazon product images. Even though they’re not directly related to SEO, high-quality images significantly impact click-through and conversion rates. Amazon allows you to include multiple images, so use this opportunity to showcase your product from various angles, in use, and even its packaging.

Don’t forget lifestyle images that show your product being used by ideal customers. Make sure that shoppers can “feel” the product being used by people just like them, as well as being shown how the product functions. 

Ensure your images meet Amazon’s image standards: a minimum of 1000 pixels in either width or height for the zoom function to work, you must use a white background, the full product must be in the frame, and the product must fill 85% or more of the image.

5. Don’t Overlook Your Listing’s Back End

Amazon product titles, bullet points, and descriptions are all front and center on an Amazon listing. Oftentimes, a quick glance at an Amazon listing will tell you if you’ve done a good job or not. 

But, as is often the case, what’s below the surface has a bigger impact than you might realize.

For clever e-commerce sellers, backend keywords have become a hidden weapon for Amazon SEO. These are the keywords that customers don’t see, but Amazon’s algorithm does.

You can add up to 250 bytes of SEO-rich, backend keywords. Use this space for keywords that are important for your product but didn’t naturally fit into your title, bullet points, or product description. Avoid repetition, and don’t include competitor’s brand names or promotional claims.

Include different forms or variations of the same keyword, such as plural forms or alternate spellings to increase the chances of your product appearing in various search results.

6. Reviews Equal Instant Social Proof

Amazon’s algorithm takes into account the number and quality of product reviews. That’s why customers leaving a review after their purchase gives your listing instant credibility with Amazon shoppers AND the e-commerce giant itself. 

You can do this through follow-up emails or Amazon’s ‘Request a Review’ button. However, improperly soliciting customer reviews is one of the quickest ways to get your Amazon listing suspended. Make sure that you comply with Amazon’s policies and avoid manipulating reviews. 

The focus should be on providing a quality product and excellent customer service that organically encourages positive reviews.

7. Product Pricing Matters

Amazon is very price conscious on behalf of its customers and its algorithm is configured to reward well-positioned pricing structures and penalize higher priced listings. 

Competitive pricing can dramatically influence your product’s organic ranking. At the same time, customers are just more likely to purchase reasonably priced items. Monitor your competitors regularly and adjust your prices accordingly, without compromising on profit margins.

8. Maintain a High Seller Rating

Even though Amazon has over the years changed the way it rates sellers, it’s clear that it prioritizes sellers who provide excellent customer service. After all, Amazon considers the shoppers on your product page their customers. That’s why a high seller rating continues to contribute to better rankings on the platform.

Keep track of your performance metrics, focus on fast and accurate fulfillment, respond promptly and effectively to customer inquiries, and resolve any issues that arise. This not only boosts your seller rating but also encourages positive reviews and repeat customers.

9. Keep an Eye on Your Inventory

You can’t sell what you don’t have in inventory. Making the commitment towards an e-commerce purchase and then having the product be unavailable is a punch to the stomach for many shoppers. Since Amazon is passionate about customer service, it’s your Amazon ranking that’s going to get caught in the crosshairs when you’re not able to fulfill an Amazon order. 

Stock availability is a factor that Amazon considers when ranking products. Regularly running out of stock can negatively affect your ranking, as Amazon aims to provide the best customer experience and does not want to promote products that aren’t readily available.

If necessary, use one of the many new software tools that will help you navigate an increasingly complicated fulfillment process.

10. Boost Sales Velocity with Amazon Advertising

Increases in sales velocity on Amazon can supercharge your SEO and is one of the ultimate goals of online sellers. Amazon’s own pay per click (PPC) advertising options can provide a boost to your product visibility, which indirectly improves organic rankings over time. Sponsored product, sponsored brands, and sponsored display ads all combine to shine a spotlight on your Amazon listings. 

Amazon advertising provides a boost, that on top of a well-optimized listing and other complementary SEO best practices are a perfect way to ensure long-term organic ranking success.

How Canopy Management Can Help

Optimizing your Amazon product listings requires a strategic approach that marries an understanding of Amazon’s algorithm with a commitment to providing quality products and excellent customer service. By implementing these Amazon SEO best practices, you can improve your product rankings, increase visibility, and boost your sales on the world’s largest online marketplace.

Remember, SEO is not a one-time task but an ongoing process. Keep up to date with any changes in Amazon’s algorithm and continually optimize your listings to stay ahead of the competition.

If you want to get a big head start, reach out to the team of industry-leading experts at Canopy Management. 

Canopy Management is a full-service marketing agency for Amazon and Walmart sellers. Our team consists of former Amazonians, multi-million dollar sellers, and award-winning experts. 

When you consider the many ways that Canopy Management can help you grow your business, you’ll see why selling on Amazon is much easier “under the Canopy”

• Strategic Growth Planning
• Listing Copywriting Optimization
• Listing Photography
• Product Videography
• Advertising Management
• Customer Service
• Demand Side Platform (Amazon DSP)
• Amazon Posts
• Full Service Management
• Amazon Review Aggregation