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E-Commerce Trends How to Optimize Product Search Using Amazon SEO

Registration dateNOV 10, 2023

How to Optimize Product Search Using Amazon SEO
Shopping at Amazon starts with a product search. For Amazon sellers, it is important to have a deep understanding of Amazon search engine optimization (SEO) to increase product visibility and sales. It is also necessary to review Amazon SEO and address any gaps before peak seasons like Black Friday and Christmas arrive. This article will introduce the main items of Amazon SEO and cover SEO action plan focused on text content, including how to utilize the Amazon Brand Analytics tool. The Amazon Brand Analytics tool is only available to brand owner sellers, so if you have not registered your brand on Amazon yet, this will be a great opportunity to get familiar with the tool.
Amazon SEO
Understanding Amazon SEO Amazon search engine optimization (Amazon SEO) is the process of optimizing product listings for better search results in product searches on Amazon.com. It can be described as the ongoing process of optimizing your product listings to improve your rankings in search results for Amazon-related keywords.[1][2][3]

To have a practical understanding of Amazon SEO, let's take a look at the general Amazon consumer behavior - the search process - and see which Amazon SEO items Amazon sellers should pay attention to.

1) Amazon Search Box - Check out Amazon's Suggested Search Words
Amazon shoppers search for products by typing in words, phrases, and keywords in the search box at the top of the Amazon homepage. When they type in, a drop-down menu of autocomplete search terms appears, where Amazon makes search suggestions of words and phrases to the consumer. Suggested search words allow consumers to further develop their inquiries.

As an Amazon seller, you can utilize Amazon’s search suggestions in SEO along with your product-related keywords. The method of this process will be covered in the following section.
[Amazon Home Screen Search Box] Amazon Home Screen Search Box (Source : Amazon)
2) Amazon Search Filter
Amazon consumers can filter their search results. They can use filters on product categories, reviews, brands, price range, and more to refine their search results. As an Amazon seller, you need to understand how your products relate to search filter and apply it to your SEO.
[Amazon Search Filter] Amazon Search Filter Amazon Search Filter (Source: Amazon)
3) Amazon Search Result Page
Relevant factors that determine search results include product name, product description, optimized images, 5 product features (bullet points), and competitive price. You can improve these factors to increase your product ranking in Amazon search results. [1][2][3]
  1. Product name
  2. Product description
  3. Optimized product images
  4. Product features (bullet points)
  5. Price competitiveness
[Amazon Search Result Page] Amazon Search Result Page (Source: Amazon)
4) Amazon Sales Ranking
One factor that is highly related with search results is your Amazon sales rank. Amazon determines sellers’ sales ranking based on their sales or order data, and they put more weight on recent sales over older sales.[4]
Additional factors that contribute to sales ranking include sales speed, seller account status, reviews and star ratings, price, optimized images, and reliable inventory.[1][2][3]In general, the higher your rank, the more likely you are to make a sale and therefore to appear at the top of search results.

Here are a few factors that sellers should pay attention to regarding Amazon ranking.
  1. Relevance: Amazon shows consumers the products that are most relevant to their search query. Therefore, it is important to include these keywords in your product listings.
  2. Sales history: Amazon has stated that it considers order data when determining the sales ranking. If the customer ratings are the same, products have sold more are likely to be ranked higher.
  3. Product price: Products with competitive price are more likely to be ranked higher.
  4. Other factors: Other factors such as product images and product descriptions are also considered.
Amazon SEO Action Plan – Keyword Research Amazon SEO is an ongoing process aiming to improve search results. From an Amazon listing perspective, the SEO elements are the product image, product name, price, product description, 5 product features (bullet points), and search term, and the underlying element of these items is the keyword. Therefore, let's look at how to improve the keyword research.

In the previous section, we identified SEO factors by following the search behavior of Amazon consumers.

1) Keyword Research - Utilize the Search Box
First, you need to create a list of keywords by typing in major keywords related to your product from a consumer's perspective into the Amazon search box and checking the ‘Amazon Suggested Related Words and Phrases’ in the drop-down list. It is a good idea to categorize your list into short-tail keywords and long-tail keywords.

Short-tail keywords are short words or phrases used by search engines, consisting of one or two words, and typically have a high search volume and high competition. Long-tail keywords are longer, sentence-like searches, usually consisting of three or more words. Long-tail keywords are more specific, have lower search volume and less competition, but tend to have a high conversion rate because you know exactly what the consumer is looking for. Autocomplete search suggestions in the Amazon search box are a great alternative to finding long-tail keywords.
  1. Short-tail keywords: Broader search terms
    Example) pumpkin carving tools
  2. Long-tail keywords: Specific search phrases
    Example) pumpkin carving tools for kids
For each keyword, you should closely examine the listings of competing products that appear in the top search results, and use them to improve your product keywords.
[Amazon Search Box Autocomplete Feature – Amazon Suggested Search Words] Amazon Search Box Autocomplete Feature – Amazon Suggested Search Words (Source : Amazon)
2) Keyword Research – Utilize Amazon Brand Analytics Tool
One of the specialized services that Amazon provides to its branded sellers is brand analytics tools.
Among them, Search Query Performance is the most recommended SEO tool.
[Amazon Brand Analytics Menu] Amazon Brand Analytics Menu (Source : Amazon Seller Central)
Search Query Performance shows how your search words are performing based on the search behavior of Amazon consumers. If you select Brand Analytics under the Brand menu in Amazon's Seller Central, it will take you to the Search Query Performance dashboard.

Upon selecting a timeframe for analysis, the sellers can see metrics (user flow, step) for the top queries in their brand catalog or Amazon Standard Identification Number (ASIN), as well as arrange the sub-items for each metric [5][6]
[Search Query Performance - Brand view] Search Query Performance - Brand view (Source : Amazon Seller Central)
Search Query Performance helps sellers understand which search queries are relevant to their brand, and the most powerful feature is that it includes brand share of key queries. You can use this data in Amazon advertisement and content optimization.

Here are some of the key features of Search Query Performance:
  1. It provides insights into your overall brand organic search queries.
  2. It shows you the top queries and search volumes that appear throughout the consumer's purchase journey, which helps to identify organic search queries from search word impression to clicks, add to cart, and purchases.
  3. It provides search word ranking data for individual ASINs (per product).
[Search Query Performance - ASIN view] Search Query Performance - ASIN view (Source : Amazon Seller Central)
You can also analyze search query data by selecting metrics along the consumer journey.
[Search Query Performance – Metrics selection window] Search Query Performance – Metrics selection window Search Query Performance – Metrics selection window (Source : Amazon Seller Central)
If you are an Amazon branded seller, I highly recommend utilizing Search Query Performance for SEO keyword research.

Amazon SEO Action Plan - Listing Optimization The main listing elements that are relevant to Amazon SEO are the product name, product description, and product image.

Nearly all of the textual information that sellers provide to Amazon system is related to SEO, which is why you should focus on optimizing your listings. Let's take a look at text-focused listing SEO. 1) Product Name Optimization
Product name requirements apply to all products on Amazon's global marketplace. First and foremost, you need to comply with Amazon's product name policy so that your visibility in search is not limited. You will also need to optimize your product names to improve your search results considering the following items. Please note that some categories may have specific rules.
  1. Product name should match the name that appears on the actual packaging.
  2. Product names should be concise; the recommended length is between 60 and 80 characters.
  3. Do not capitalize everything.
  4. Capitalize the first letter of each word, except for prepositions (in, on, over, with), conjunctions (and, or, for), or articles (the, a, an).
  5. Begin product names with the brand name.
  6. Use numbers instead of letters; "2" instead of "two".
  7. Product names should contain only the minimum information necessary to identify the product.
  8. Avoid using subjective descriptions; e.g. "Hot Item" or "Best Seller".
  9. Product names can include necessary punctuation such as hyphens (-), slashes (/), commas (,), ampersands (&), and periods (.).
  10. Measurements can be abbreviated, such as "cm", "oz", "in", "kg", etc.
As an alternative to optimize product names, we recommend learning the product name structure of competing products that appear at the top of search results and adapting it to your products.

2) Optimization of Key Product Features (5 bullet points)
The product information described in your product features is also important for SEO. You can include keywords naturally in your product features. Product features should clearly and concisely describe the product features. You can write up to five bullet points, which is why they are sometimes called 5-bullet points. The order in which the features are listed and described is important.
[Examples of Key Product Features (5 bullet points)] Examples of Key Product Features (5 bullet points) Examples of Key Product Features (5 bullet points) (Source : Amazon)
Create a checklist of key product features as follows:
  1. Describe the functions and key features of the five products.
  2. Write less than 1,000 characters in total for better readability.
  3. Describe product features from a consumer perspective, such as recommended age and country of origin.
  4. Be consistent with the information provided in the product name and product description, and repeat key points for emphasis.
  5. Begin with a capital letter.
  6. Do not include periods.
  7. Do not include promotions and pricing information.
3) Optimization of Product Description
Product description contains detailed information about the product, usually about features and usage. You can include details that you did not mention in your product features. This will be the main resource for Amazon's search engine to understand what you are selling, which affects search results.

Here are a few tips for writing high-quality product descriptions. Note that some categories may have specific rules.
  1. Include your brand name.
  2. Describe how the product is used.
  3. Include the product size (e.g. shoe size), or the type of material (e.g. canvas for a backpack).
  4. Provide relevant details, such as color, packaging, and quantity.
[Example of Product Description] Example of Product Description (Source : Amazon)
In cases of branded seller products, the product description is filled with A+ content. A+ content allows you to create richer product descriptions using text and images. Traditional Amazon detail pages have a 2,000-character limit, and addition of images or videos is also limited. Using A+ content, you can include multiple images, infographics, videos, and more. Since A+ content is optional for branded sellers, the product description will appear in text in case of absence.
[Example of Product Description - A+ content] Example of Product Description - A+ content (Source : Amazon)
4) Search Term Optimization - Backend keywords
Not all keywords can be displayed on the detail page. However, you can add them as backend keywords to be indexed. An example of this is the Amazon Search Term field. Although consumers cannot see it, adding it as a backend keyword in the Search Term field improves your product's searchability.

Here are some tips for optimizing your Search Term backend keywords.
  1. Include only common words.
  2. Include synonyms, abbreviations, and alternative names for your product.
  3. Minimize unnecessary characters as they are less than 250 bytes.
  4. Include abbreviations and alternative names.
  5. Separate words with only spaces.
  6. Do not repeat words within the search term field.
  7. Use either singular or plural, not both.
Amazon SEO is an ongoing process, not a one-time event. Among all the factors that affect Amazon SEO, textual content is easier to implement than optimized images or competitive pricing. If you consistently follow the Amazon SEO practices suggested in this column, you will see improved search results and increased sales. # References [1] Amazon SEO in 2023: A Comprehensive Guide for New Sellers, seller interactive
https://sellerinteractive.com/blog/amazon-seo-guide/
[2] How to Rank Your Products for Amazon A10 Algorithm, sellerapp
https://www.sellerapp.com/blog/amazon-a10-algorithm-updates/
[3] The Ultimate Amazon SEO Quick Start Guide for 2023
https://canopymanagement.com/ultimate-amazon-seo-quick-start-guide/
[4] Sales Rank FAQ, Amazon
https://sellercentral.amazon.com/help/hub/reference/external/G202059240
[5] Search Query Performance, Amazon
https://sellercentral.amazon.com/brand-analytics/dashboard/query-performance

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