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How to Optimize Your SEO on Amazon


Digital Marketing / November 20, 2023

We all know this—Amazon reigns supreme among online retailers. This means that mastering SEO is the key to standing out in its bustling aisles. Effective SEO isn’t just about visibility—it’s the lifeline for your products, influencing sales and success. In the next parts, we’ll uncover how Amazon’s A10 algorithm works, learn to make supercharged product listings, and discover tricks to get your products noticed. Get ready for a trip into the core of Amazon’s SEO world, where being seen turns into winning. 

01. Understanding Amazon’s A10 Algorithm

The Amazon Algorithm determines which products show up at the top of the search results based on customers’ search queries. Can your product rank for a search term on Amazon if the platform doesn’t understand what your product is? Obviously not. That’s why SEO is essential to ensure your product’s success on Amazon.

02. Keyword Research

Start your Amazon SEO plan by digging into keywords.

When you do Amazon keyword research, you figure out the best words to aim for in your product listings. It’s smart to target a main keyword and a backup for each product. If you’re just starting, go for long-tail keywords. These are specific searches like “wireless headphones for kids 8-12,” with less competition, making it easier for your product to stand out.

Amazon gives you two keyword types: frontend and backend. Frontend ones are in your listing, seen by shoppers. Backend ones are hidden but still affect your product’s search rank. They help Amazon connect your product with searches without crowding your listing with more keywords. You add backend keywords in the “Keywords” tab in your Amazon Seller Central listing. Easy, peasy. 

To find the right keywords, here are some tips:

03. Optimizing Product Listings

The product title is one of the main things Amazon’s A10 search algorithm uses to determine whether a product listing is relevant for a particular search.

First off, it’s important to follow amazon’s product title requirements:

  • Titles should be up to 80 characters long
  • Avoid using all caps. Use title case instead.
  • Avoid promotional phrases (e.g., “free shipping”)
  • Use numerals (e.g., “3” instead of “three”)
  • Don’t include size and color variations in the title

As for product descriptions, Amazon suggests that sellers include the following information:

  • Brand name
  • Size (e.g., shirt size)
  • Type of material (e.g., cotton)
  • Other relevant details (e.g., color, quantity, packaging)

Ideally, you want your product description to be as straight to the point as possible – this means bullet point is a winning strategy here. Highlight the most important features of the product is a concise way while carefully choosing relevant keywords.

04. The visuals

Not only will your choice of images influence the number of clicks your listing gets but it will affect heavily on your ranking in the search results. A strategic selection of visuals, coupled with well-crafted alt tags, enhances the likelihood of attracting potential customers. Consider using images with a clean, white background—they not only provide a professional aesthetic but also make your products stand out. 

Now, Amazon also has strict requirements regarding uploaded images:

  • A white background is mandatory
  • The product needs to fill at least 85% of the image
  • The entire product must be in the image

Consult the complete guide here.

05. A+ Content

Apart from using high-quality images, you can also grab shoppers’ attention by using A+ content. Amazon’s A+ content is a feature empowering sellers to enhance their product listings. It replaces the standard product description with an upgraded version, featuring:

  • Distinctive text and image arrangements
  • Personalized headers
  • High-definition videos
  • Infographics
  • Charts
  • Comparison tables


One important thing to note here is that to use A+ content, your brand needs to register with Amazon’s Brand Registry Program.

06. The Reviews

Reviews are very important, as they are consulted by visitors to encourage conversion. The number of reviews can also impact a product’s visibility, both on Amazon and on Google.

Now – how can you boost positive reviews and secure high ratings, you ask? Here are some strategies:

  • Utilize the “Request a Review” button on Amazon. Easily collect reviews by clicking the button next to an order, prompting Amazon to automatically send a review request email to customers.
  • Ensure accurate product descriptions. When your product description is accurate, you can prevent negative reviews complaining about not getting what they were expecting. It’s essential that you give your customers a clear understanding of what they’re purchasing.
  • Incorporate packing inserts. Design and include packing inserts that kindly ask customers to share their thoughts. Place these inserts in each package you ship to encourage reviews.
  • Deliver outstanding customer service. A top-notch customer service experience is key to fostering positive reviews and high ratings. Respond promptly to customer inquiries, address issues, and handle negative reviews with care.

Let our team of SEO experts guide your Amazon journey, ensuring not just visibility, but a celebrated presence in the digital aisles. Contact us!

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Caroline Ventézou is a highly experienced SEO Director at Bloom, with nearly a decade of expertise in the field. Her drive to stay ahead of the curve in the ever-evolving field of SEO has helped her remain at the forefront of her industry.

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