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

by Moises Hamui October 26, 2023

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, which determines which products are displayed at the top when a user performs a search.

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

SEO service for your business

What is SEO for Amazon and why is it important?

Amazon SEO is the process of optimizing your product listings so that they appear at the top of 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 from 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 conversion and the profitability of your sales, since users searching 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.

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 ones are:

Keywords : These are the terms that users use to search for products on Amazon. You should do keyword research to identify the most relevant keywords for your product and your target audience, and use them in the titles, descriptions, features, and hidden fields of your product listings.
Relevance : This is how closely your product matches 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 : This 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 time spent on the product, the click-through rate, the number of comments and the average customer rating.
Availability : This 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:

Conduct 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 product listings : Include the most important keywords in the product title, following the structure: brand + model + features + benefits. Also use keywords in the product description, highlighting benefits and competitive advantages. Also take advantage of Amazon's hidden keyword fields to add synonyms, variants or related terms.

Consumer-focused descriptions : Write clear, concise, and persuasive descriptions that address customer needs and expectations. Use simple, direct language with short sentences and separate paragraphs. Also use bullet points or lists to highlight key product features.
Compelling and attractive titles : Create titles that grab 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 guarantee seals.
Get positive reviews and ratings : Customer reviews and ratings are crucial for Amazon SEO, as they influence users’ purchasing decisions and Amazon’s algorithm. To get positive reviews and ratings, you need to 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 e-commerce?

What tools can you use to do SEO on Amazon?

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

Keyword Tool : This tool allows you to find the most relevant keywords for your product and your 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 features for doing SEO on Amazon, such as competitor analysis, product listing optimization, ranking tracking, rating and comment management, sales and profit estimation, 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 listings, manage inventory and shipping, and more.
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 listings, increase your sales and profits, control your stock and logistics, monitor your reputation and customer service, etc.
SellerApp : This tool offers you a comprehensive solution for selling on Amazon. It helps you find profitable products, optimize your product listings, manage your advertising campaigns, increase your sales and profits, control your stock and logistics, monitor your performance and your competition, etc.

Conclusion

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

To achieve more visibility, you must optimize your product sheets, using the right keywords, creating persuasive titles and descriptions, adding quality images and getting 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 empowering digital businesses in more than 7 countries and generating more than 1,500 million pesos.