Search engine optimization (SEO) is a crucial aspect of any eCommerce business, and it is no different for businesses selling on Amazon. After all, Amazon is the second largest search engine in the world and accounts for 45% of the US eCommerce market. If you run an eCommerce shop, you are leaving money on the table if you aren't listing on Amazon.
But, just listing products on Amazon is only the beginning. You have to make sure your customers can find them. By optimizing your Amazon listings for search, you can increase organic visibility, drive more sales, and ultimately grow your business. Let's take a look at some strategies for optimizing your Amazon listings for search and increasing organic visibility so you can get in on that Amazon eCommerce profit.
1. Use Relevant Keywords in Amazon Listings
Amazon operates much like a search engine, prioritizing keyword relevance to determine search rankings. To maximize your product’s visibility, strategically place top-performing keywords in your product title, bullet points, and descriptions. But don’t just guess—leverage Amazon’s Search Term Report from Brand Analytics to uncover which search terms are driving the most conversions. The highest-converting search terms should become your primary keywords, but only if they accurately describe your product.
Additionally, every search term that leads to a conversion should be reflected somewhere on your product detail page. If a search term has high impressions or clicks but low conversions, analyze it carefully and use the insights to refine your product description, ensuring it better aligns with customer expectations. By optimizing based on real customer behavior, you can enhance discoverability and boost sales.
2. Optimize your Amazon Product Images
High-quality images are vital for capturing customer attention. Ensure your images are clear, well-lit, and showcase the product from multiple angles, including in-use scenarios. Adhere to Amazon's image guidelines:
- Quantity: Include six images and one video per product detail page.
- Background: Use a white background with the product occupying at least 85% of the image.
- Size: Recommended dimensions are 1,000 x 1,000 pixels.
Source: The Clipping Path Service
3. Encourage Customer Reviews
Customer reviews significantly impact conversion rates and search rankings. Encourage satisfied customers to leave positive feedback, as products with more reviews tend to convert better. Engage with reviewers by responding promptly to build trust and credibility.
4. Utilize Amazon's Enhanced Brand Content (EBC)
5. Adhere to Updated Product Title Guidelines
Amazon's product title requirements are designed to optimize searchability and enhance the shopping experience. As of January 21, 2025, Amazon has enforced the following title regulations:
- Character Limit: Product titles must not exceed 200 characters, including spaces.
- Prohibited Characters: Special characters such as '!', '$', '?', '_', '{', '}', '^', '¬', and '¦' are not allowed unless they are part of the brand name.
- Keyword Repetition: The same word should not appear more than twice in the title, except for necessary prepositions, articles, and conjunctions.
Best Practices for Structuring Product Titles
A well-structured product title significantly impacts discoverability and conversion rates. While many sellers lead with the brand name for recognition and credibility, alternative formats can be effective in certain cases, especially for emerging brands or when key product attributes are the primary selling points.
Common Title Formats:
- Brand Name → Major Keyword → Key Attribute → Secondary Keyword or Use Case
- Example: "HydroFlask Insulated Stainless Steel Water Bottle - 32oz, Leakproof Lid, BPA-Free"
- Rationale: This format highlights brand recognition while optimizing for keyword relevance.
- Product Name → Key Attribute → Brand Name → Additional Features
- Example: "Wireless Noise-Canceling Headphones – Bluetooth Over-Ear – TechBrand – 40-Hour Battery Life, Black"
- Rationale: Prioritizes product attributes to grab attention, which is useful for lesser-known brands.
- Descriptive Feature → Product Name → Brand Name
- Example: "Eco-Friendly Bamboo Cutting Board Set – KitchenEssentials – 3-Piece Chopping Boards"
- Rationale: Highlights a unique selling point to attract niche audiences.
- Target Audience → Product Name → Key Features → Brand Name
- Example: "Men’s Running Shoes – Lightweight Breathable Sneakers – SportyFeet"
- Rationale: Focusing on the audience first can improve engagement.
Visibility Considerations:
Understanding how much of your title appears in search results across different devices is essential:
- Desktop: The first 110-140 bytes are visible.
- Tablet: The first 80-100 bytes are typically shown.
- Mobile: Only 70-80 bytes are displayed before truncation.
To maximize visibility and clicks, ensure that your most important keywords and product attributes are positioned within the visible section of the title across all devices. This helps potential customers quickly grasp the product's value and relevance, leading to higher engagement and conversion rates.
6. Follow Revised Bullet Point Requirements
Effective August 15, 2024, Amazon updated its bullet point guidelines to ensure clarity, consistency, and an improved shopping experience.
- Content Restrictions: Avoid using special characters, emojis, or phrases like "free shipping" or "100% quality guaranteed."
- Clarity and Conciseness: Craft bullet points that are clear and concise, focusing on unique product features without redundancy.
- Category-Specific Guidelines: Always check the Amazon style guide for your specific category, as guidelines and formatting allowances may vary.
What Makes a Good Bullet Point?
A well-crafted bullet point should:
- Highlight essential product features in a concise manner.
- Be formatted for easy readability and quick scanning.
- Contain relevant keywords naturally, without keyword stuffing.
- Avoid excessive promotional language and focus on facts that aid purchasing decisions.
Example Bullet Point Structure:
- Bullet 1-2: Product-specific details – material, size, key functions, etc.
- Example: Made from 100% organic cotton, breathable and hypoallergenic.
- Bullet 3-4: Broader details that apply to the entire product range – compatibility, benefits, certifications.
- Example: Compatible with all major coffee machines and reusable for sustainability.
- Bullet 5: Brand-specific messaging – unique selling points, brand reputation, warranty information.
- Example: Backed by BrandX’s 2-year warranty and 30-day money-back guarantee.
Alternative Bullet Point Structure:
- Bullet 1: Primary product benefit – highlight the most important feature.
- Example: Ultra-soft memory foam pillow provides superior neck support.
- Bullet 2: Additional key feature – material, size, or function.
- Example: Hypoallergenic and dust mite-resistant for allergy relief.
- Bullet 3: Use case – describe how it fits into the customer’s lifestyle.
- Example: Ideal for side sleepers, ensuring optimal spinal alignment.
- Bullet 4: Differentiation – what sets this product apart from competitors?
- Example: Patented cooling gel layer keeps you comfortable all night.
- Bullet 5: Brand credibility – warranty, sustainability, or brand values.
- Example: Backed by SleepWell’s 5-year guarantee and sustainable sourcing.
By structuring bullet points effectively and aligning them with Amazon's style guidelines, sellers can improve product discoverability, enhance customer experience, and increase conversions.
7. Leverage Amazon's A10 Search Algorithm
Amazon's A10 algorithm is the foundation of its search ranking system, determining which products appear in search results and how prominently they are displayed. Unlike previous versions, A10 places greater emphasis on organic ranking factors rather than paid advertising. Understanding and optimizing for these factors can significantly improve a product's visibility and sales performance.
Key Factors That Influence A10 Rankings:
- Seller Authority & Performance: A10 rewards sellers with strong performance metrics, including high seller ratings, low return rates, and positive customer feedback.
- Sales Velocity: The algorithm prioritizes listings with a strong and consistent sales history, giving preference to products with sustained demand.
- External Traffic: Bringing traffic from external sources (such as social media, blogs, or email campaigns) can boost a listing’s relevance and ranking.
- Customer Engagement & Reviews: Listings with higher engagement, including click-through rates, conversions, and positive reviews, tend to perform better in rankings.
- Relevance & Keyword Optimization: Proper keyword placement in titles, bullet points, and descriptions remains critical, ensuring alignment with customer search intent.
Best Practices for Optimizing for A10:
- Focus on organic sales growth by maintaining strong product quality and customer service.
- Encourage customer reviews and engagement to build credibility and trust.
- Use the Amazon Search Term Report to refine keyword strategies and improve relevancy.
- Drive external traffic from social media, influencer collaborations, and brand websites to improve search rankings.
- Optimize content and listing quality by ensuring titles, bullet points, and descriptions align with customer search behaviors.
By aligning with the A10 algorithm's ranking priorities, sellers can improve their product visibility, drive higher conversion rates, and achieve long-term success on Amazon.
Conclusion: Mastering Amazon SEO for Long-Term Success
Amazon's ever-evolving marketplace requires sellers to stay ahead by continuously optimizing their product listings. By implementing these updated strategies and adhering to Amazon's current guidelines, you can enhance your product visibility, drive higher sales, and maintain compliance with platform policies.
Success on Amazon isn’t just about having a great product—it’s about ensuring your product is discoverable and appealing to customers. This means leveraging Amazon’s A10 algorithm, strategically crafting titles and bullet points, using high-quality images, and incorporating customer feedback into your optimization process.
Remember, small improvements in your listing can yield significant gains in search rankings and conversions. Regularly analyze your performance metrics, refine your keyword strategies using the Amazon Search Term Report, and adapt to changing marketplace trends.
By committing to continuous optimization and staying informed on Amazon’s best practices, you position your brand for sustained growth and long-term success in one of the world's most competitive e-commerce landscapes.
