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The Ultimate Amazon SEO Quick Start Guide for 2023

Updated 9/22/2023 – The sophistication of ecommerce sellers has never been higher. That’s why optimizing your Amazon SEO should be at the top of your to-do list!

  • September 22, 2023
  • /
  • Ashlynn Ruman
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While the pace of Amazon’s marketplace growth has slowed slightly, the sophistication of its sellers has never been higher. That’s why making sure that it’s your product listing that pops up when shoppers run their searches has been increasing in difficulty every day!

It’s also a big part of the reason why Amazon SEO has become such a trending search term on Google.

What is Amazon SEO?

Amazon search engine optimization (SEO) is the process of making carefully considered improvements to product listings to help them rank higher in product searches on 

Enhancing every single part of your product detail page allows you to rank as highly as possible in Amazon product searches in order to achieve the maximum amount of sales.

A well-thought-out Amazon SEO strategy helps you improve your Amazon listings for product search, boost sales, and make it easier for Amazon shoppers to find your listings (or brand store).

Sellers can use Amazon SEO tips to:

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Why Do So Many Amazon Search Results Look the Same? 

Amazon’s ecosystem is packed full with cookie-cutter courses offering easy-to-follow directions that promise to get new ecommerce sellers onto Amazon’s first page. 

Those Amazon cookie-cutter courses lead to cookie-cutter products.

There are a lot of Amazon sellers doing a pretty good job with their ecommerce business. Fortunately, that leaves a lot of room for those few Amazon sellers that want to take their digital marketing to another level, and do a great job. 

How to Get Your Product Found on Amazon

Amazon shoppers conduct product searches by typing a term or phrase (the keywords) into the search box located at the top of the homepage. 

Then, Amazon’s A9 algorithm helps generate relevant results for the word or phrase. At that point, the shopper has the opportunity to look more closely at an individual listing or to continue to search using additional highly-descriptive keywords.

That’s where Amazon listing optimization comes in.

In today’s digital marketplace, Amazon listing optimization has become pivotal for sellers aiming to capture a larger market share and ensure their products are prominently showcased. At the heart of this process are Amazon’s product listings.

Essentially, they’re your digital storefront for products on Amazon. A well-optimized product listing not only enhances visibility but also significantly improves product ranking on Amazon’s search pages.

When customers are searching for products in a particular category, you can’t underestimate the power of having a top-ranked product. Those listings that appear on the first page have higher click-through rates and, subsequently, increased sales. One key factor in achieving this visibility is understanding and leveraging Amazon’s A9 algorithm, which dictates search rankings based on a variety of criteria.

However, optimizing your Amazon product goes beyond merely understanding the A9 algorithm. It involves a comprehensive approach that looks at every aspect of the product listing. For instance, Amazon product titles need to be compelling and keyword-rich without resorting to keyword stuffing, which could sound inauthentic and artificial to potential buyers. High-quality Amazon product images are crucial as they provide customers with a visual representation of what they’re purchasing.

Because they offer social proof of a product’s quality, gathering positive product reviews can also significantly enhance a listing’s appeal. That’s why it’s essential to identify and use keywords with high search volume, ensuring that the listing resonates with the terms potential buyers use.

In optimizing all these elements, you can be sure that your listings not only attract more views but also effectively convert those views into sales.

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Build Sales Velocity with Amazon Sponsored Products Ads 

Amazon sellers use Sponsored Products pay-per-click (PPC) ads to promote individual product listings. The Amazon PPC ads appear within shopping results pages and on product detail pages.

Because they’ve become such a big part of how Amazon sellers launch products, they’ve also become a very important way to increase your Amazon SEO. 

Amazon will automatically generate and match ads to shopping queries. Combined with a well-structured keyword research campaign and a fully optimized listing, Amazon advertising has become a necessary ingredient to an optimum Amazon SEO score.  

7-Step Amazon SEO Checklist

  1. Keyword Research 
  2. High-Quality Product Images
  3. Evocative Product Titles
  4. Bullet Points That Tell Your Product’s Story
  5. Product Descriptions to Describe and Explain
  6. Backend Search Terms Help Fill In the Gaps 
  7. Competitive Pricing Strategy 

1) Keyword Research

Good SEO strategy begins with Amazon keyword research. 

Keywords (also known as “SEO keywords,” “keyphrases,” or “search queries”) are words and phrases users type into search engines to find information on a particular topic. They are the “trigger” for Amazon’s search results. 

Front-facing keywords show up in product titles, descriptions, and bullet points. These are the keywords most likely to bring your product to your target audience’s attention in the form of a search result.

Backend keywords are not visible to prospective buyers, but they are a great way to become searchable in Amazon’s database. The backend is a good place to include foreign language translations of your keywords. 

There are four opportunities to weave your keywords into your Amazon listing:

  1. Product Title
  2. Key Product Features
  3. Product Description
  4. Backend Search Terms

2) High-Quality Product Images

After users search on Amazon, the first thing they’ll look at are the images of a product. 

A set of gold packages and tooth whitener pen from the luxury brand  snow

High quality images enable customers to quickly decide if a product is worth taking a closer look at. They’re a big part of why Amazon shoppers might actually read the title, bullet points, and the description. 

Amazon Image Guidelines

Canopy Pro Tip:

3) Evocative Product Titles

They say that it only takes 5-10 seconds after meeting someone new to form a first impression. The same is true of your product title.

While you have a limit of up to 200 characters, only the first 5-10 words in your product title are what appear as a search result, making these 5-10 words the most important piece of copy for your listing. 

Canopy Pro Tip:

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4) Bullet Points That Tell a Story

Trying to get your entire product description and targeted keywords into the tight 200 characters of the product title can be challenging. With a 1000-character limit, Amazon’s product features section gives you a bit more room to help Amazon shoppers really appreciate the unique features of your product. 

A good list of key features starts each point with a key benefit that directly appeals to what your customer needs.

Canopy Pro Tip:

5) Product Descriptions to Describe and Explain

Your product description section should be the area where you expand on your key product features and benefits. You will also use this area to include the long-tail keywords that you’ve identified in your keyword research.

Amazon allows you the use of 2,000 characters to describe your product and explain its function and uses.

Canopy Pro Tip:



6) Fill In the Gaps with Backend Search Terms

Amazon sellers have the opportunity to provide more information about a product in the administrative backend of the product page

Utilizing meta tags in your product page backend helps Amazon recognize the relevance of your product offering. You should never use this section as a way to stuff keywords that aren’t specific to those you targeted on the frontend.

If you wouldn’t use it on the frontend, don’t put it in the backend.

Amazon’s Guidelines:

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7) Competitive Pricing Strategy

Because shoppers navigate to Amazon’s marketplace with the assumption that they’re going to get a very competitive price, it’s critical that you take the time to research the competition and make adjustments to arrive at a price point that’s in sync with the niche you’re selling in.

Remember that Amazon is very concerned about their shoppers’ overall experience. That’s why your price has such a big influence on your conversion rate and ultimate overall sales growth. 

Last Thoughts

Amazon’s marketplace is designed for shopping. That’s why it’s in Amazon’s best interest to quickly connect shoppers with highest-quality products to fit their needs. 

By fully optimizing your Amazon listings you are putting your products right in the middle of an enormous Amazon bullseye! 

Hopefully, this guide helps you implement a more comprehensive strategy to improve your organic ranking, increase conversions, and scale your business. 

How Canopy Management Can Help

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

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

Thinking About Hiring an Amazon Management Agency?

Canopy’s Partners Achieve an Average 84% Profit Increase!

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