SEO for Amazon: how to optimize your products for the largest marketplace in the world

Amazon is the largest marketplace in the world, with more than 300 million active customers and more than 12 million products available.

If you want to sell your products on Amazon, you need to take into account SEO, that is, the set of techniques and strategies that allow you to improve the visibility and sales of your products in the Amazon search engine.

SEO for Amazon is different from SEO for Google, as it has its own algorithm, called A9, that determines which products are shown in the first places when a user performs a search.

The A9 algorithm takes into account several factors, such as keywords, relevance, popularity, and availability of products.

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What is SEO for Amazon and why is it important?

SEO for Amazon is the process of optimizing your product listings so that they appear in the first search results when a user searches for a product related to yours.

The goal is to increase organic traffic to your products, that is, traffic that comes from natural searches and not paid ads.

It is important for several reasons:

  • It allows you to differentiate yourself from the competition, since there are millions of products similar to yours on Amazon.
  • It allows you to increase the conversion and profitability of your sales, since users who search for a product on Amazon have a high purchase intention.
  • It allows you to generate trust and loyalty in customers, since the products that appear in the first places usually have better ratings and comments.
  • It allows you to improve your positioning on Google, since Amazon has high authority and relevance in the most used search engine in the world.

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What factors influence SEO for Amazon?

As we have said, Amazon's A9 algorithm takes into account several factors to classify products in its search engine. The most important are:

  • Keywords : These are the terms that users use to search for products on Amazon. You should do a keyword study to identify the most relevant ones for your product and your target audience, and use them in the titles, descriptions, characteristics and hidden fields of your product sheets.
  • Relevance : it is the degree of coincidence between your product and the user's query. Amazon evaluates relevance based on the keywords you use, the category your product belongs to, sales history, and customer reviews.
  • Popularity : is the level of demand and satisfaction that your product has in the market. Amazon measures popularity based on the number of sales, the number of visits, the dwell time, the click rate, the number of comments, and the average customer score.
  • Availability : is the ability to deliver the product to the customer in the shortest possible time. Amazon prioritizes products that have sufficient stock, that offer fast and free shipping (preferably with Amazon Prime) and that have good after-sales service.

How to do SEO on Amazon?

To do SEO on Amazon you must follow a series of steps that will help you optimize your product sheets and improve your positioning in the marketplace.

Some basic steps are:

  • Do keyword research – Use tools like Keyword Tool or Helium 10 to find the most searched keywords relevant to your product and niche. Also analyze your competition and the suggestions offered by Amazon itself.
  • Use keywords in titles, descriptions and in the product sheet : include the most important keywords in the product title, following the structure: brand + model + features + benefits. Also use keywords in the product description, highlighting the benefits and competitive advantages. Also take advantage of the hidden keyword fields offered by Amazon to add synonyms, variants or related terms.

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  • Descriptions, focused on the consumer : write clear, concise and persuasive descriptions that respond to the customer's needs and expectations. Use simple and direct language, with short sentences and separate paragraphs. Also use bullet points or lists to highlight the main features of the product.
  • The titles, convincing and attractive : create titles that capture the user's attention and encourage them to click on your product. Use relevant keywords, but also positive adjectives, numbers or punctuation marks that generate curiosity or urgency.
  • Optimize images : Use high-quality, appropriately sized images (at least 1000 x 1000 pixels) that show your product from different angles and perspectives. Also add images that illustrate the use or operation of the product, or that include testimonials or warranty seals.
  • Get positive ratings and comments : Customer ratings and comments are essential for SEO on Amazon, as they influence users' purchasing decisions and the Amazon algorithm. To get positive ratings and comments, you must offer a quality product, good shipping and customer service, and solicit customer feedback in a polite and timely manner.

Why are reviews important in an ecommerce?

What tools can you use to do SEO on Amazon?

You can use some tools that will facilitate the process of optimizing your products. Some of the most useful tools are:

  • Keyword Tool : This tool allows you to find the most relevant keywords for your product and your market niche, using Amazon search data. It also gives you suggestions for long-tail keywords, which are more specific and less competitive.
  • Helium 10 : This tool offers you a complete suite of functionalities to do SEO on Amazon, such as competitor analysis, optimization of product sheets, ranking tracking, management of ratings and comments, estimation of sales and profit, etc
  • Jungle Scout : This tool allows you to research the market and find business opportunities on Amazon. It helps you find profitable products, analyze demand and competition, estimate sales and profit, optimize product sheets, manage inventory and shipping, etc.
  • Sellics : This tool allows you to improve your performance on Amazon, both in SEO and SEM. It helps you optimize your advertising campaigns, improve your product sheets, increase your sales and your profit, control your stock and logistics, monitor your reputation and your customer service, etc.
  • SellerApp : This tool offers you a comprehensive solution to sell on Amazon. It helps you find profitable products, optimize your product sheets, manage your advertising campaigns, increase your sales and your profit, control your stock and logistics, monitor your performance and your competition, etc.


SEO for Amazon is an essential strategy for companies that want to sell their products in the largest marketplace in the world. SEO for Amazon allows you to improve the visibility and sales of your products, differentiate yourself from the competition and generate trust and loyalty in customers.

To achieve more visibility, you must optimize your product sheets, using the appropriate keywords, creating persuasive titles and descriptions, adding quality images and obtaining positive ratings and comments.

Written by Moises Hamui Abadi : I am an entrepreneur, founding partner of Viceversa and SoyMacho. After leading several digital businesses and advising several other businesses; I decided to form MHA Consulting, a digital marketing consultancy dedicated to growing and enhancing digital businesses in more than 7 countries and generating more than 1,500 million pesos.

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