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5 Tips to Help Improve Your Amazon SEO

Profile photo of Chris Dunne Submitted by Chris Dunne March 15, 2016

Amazon-SEO-Tips

Sell on Amazon? If so, we hope you are not making any assumptions that you can’t improve your SEO. If you are doing that, clear your mind, because this post is all about showing you that you can improve the SEO of your Amazon products and seller page.

Being an Amazon seller comes with the mistaken assumption that you can’t do much about SEO, as you’re working within Amazon’s constraints.

However, you can’t look at Amazon as a regular site, because it’s not. If you go into things the way RepricerExpress does and look at it as a search engine, then you’ll have a much better chance of improving your Amazon SEO.

And really, it’s a lot easier than it sounds.

Understand the Basic Principles of SEO

SEO, or Search Engine Optimization, has to do with how highly a website ranks within a search engine.

Any particular search engine uses its own algorithm to formulate a set of criteria, and then ‘judges’ each incoming website as to how well it meshes with what the search engine is looking for.

For example, Google values regular novel content, so a lot of sites use relevant blog posts to rank highly, and avoid recycling material so as not to tick off the Google algorithm.

You also need to know how to properly manipulate things like keywords (primary, secondary, and tertiary), relevant links, metadata, site navigation, load speed and more.

Think of it as art meets science: good SEO is like filling in the blanks on a Mad Libs page, while excellent SEO is doing that with a creative flair. And on top of all that, you have to remember that each search engine operates slightly differently and knowing what to prioritise where is what’ll get you ahead.

How Amazon SEO Works

We briefly mentioned before how different search engines have different criteria when it comes to ranking material high or low, and Amazon is no different.

Although, just to be tricky, their algorithm is a bit of a secret and experts have only a general idea of how to reach for the top.

Having said that, it’s not as though the entire world is in the dark about what it takes to get your page ranked higher on Amazon. And far more often than not, it tends to involve the following elements.

Recommended: Import your Amazon store to Facebook

1. Product Titles

It’s one of the first identifying markers a buyer looks to when searching for a product on Amazon, and you’ve got to absolutely nail this one. Amazon gives you a heck of a lot of space to work with (500 characters) and utilising it properly can get you ahead. Fill in all relevant information (brand, colour, manufacturer, size, type, what it’s compatible with, year) and don’t skimp, but also don’t use it as an excuse to prattle on endlessly.

amazon-seo-product-title
Be specific with your product titles

2. Keywords

Although we mentioned in the intro there are different kinds of keywords, we’re going to simplify things a little bit. You have your general keywords (i.e. ‘shoes, ‘DVDs’, ‘books’, birdfeeder’) and then your more specialised ones that speak to the specificity of your product (i.e. ‘Jimmy Choo’, ‘kitten heel’, ‘mesh insole’). Ideally, you want a mixture of both so you can capitalise on the best of both worlds.

3. Product Descriptions

Remember when we talked about an algorithm being like art meeting science? This is perhaps the best example of it, the one spot on your Amazon page where you get to combine the fill-in-the-blank nature of science with the artistry of writing with a creative flair. If you’re stuck on how to accomplish this, answer the questions who, what, where, when, why and how, along with describing your product experientially.

4. Category

One of the most facepalm-iest mistakes an Amazon merchant can make is not having their product in the right category. For most items, this isn’t an issue and you can sort it neatly. And while there’ll always be those tricky items that defy categorisation, the answer’s often a quick Amazon or Google search away. Unless you’re selling a truly unique item, the only one of its kind in the world, you can find out which category it belongs to.

amazon-seo-produc-category
Don’t skip simple steps like selecting a category

5. Customer Reviews

You may have been taught that what people say about you doesn’t matter, but in the world of Amazon, it does — a lot. The more positive reviews you can accumulate, the higher you’ll be ranked on Amazon. It’s one of the clearest signs that you’re a trusted merchant who delivers quickly and on time, and Amazon likes to promote people like you.

amazon-seo-customer-review_7
Honest, thorough product review 

Bonus Tip: Use the Winning Ways of Others

You know that saying, ‘If you can’t beat ‘em, join ‘em’? Well, you should be using that on Amazon.

Check out the listings of sellers who are ranked the highest (and are selling the same product as you, but without being a Prime Seller, with the exception of you having signed up for Fulfilment by Amazon), add their Amazon Standard Identification Number (ASIN) to your own listing, decrease your price by one one-hundredth of your currency, and add it to your own listing.

amazon-seo-ASIN-symbol
ASIN (seller ID) marked

Presto! You’ve just piggy-backed yourself onto the top sellers and have your listing visible!

The beauty of SEO is that it’s like snowboarding: it may be a bit tricky at first to learn it but once you do, it’s easy to master it.

Time to Improve Your Amazon SEO

Now that you know that you can control and influence the traffic that you are getting from Amazon internal searches, it’s time for you to get to work on improving the mentioned aspects of your product listings. As we’ve previously mentioned, good SEO is focusing on the customer experience, and that is exactly what improving all of these aspects do.

So on top of improving your Amazon SEO, you’ll also create a better shopping experience for those that visit your product listings. That’s one step toward becoming the king or queen of Amazon. I’m itching to know what you are going to do first to improve your Amazon SEO, so feel free to share your thoughts on this post or on SEO, in general, in the comment section below.

One more bonus-bonus tip & special offer for StoreYa readers. We’re all about adding value for our readers, so check this out!

Repricing—keeping your prices competitive at all times is a must for any Amazon seller. Use the code “STOREYA10”, and you can start 15 days of Amazon repricing for free (no credit card required), then get a 10% discount on your first month’s subscription.


This post was originally published in http://blog.storeya.com/2016/02/5-tips-improve-amazon-seo/ by Chris Dunne

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8 Responses to “5 Tips to Help Improve Your Amazon SEO” Leave a reply ›

  • Profile photo of Sunday William Profile

    Hey Chris,
    Amazon SEO is not new but many Amazon marketers never consider it as important.

    Now that you have highlighted the need to optimize searches in the Amazon marketplace I am sure many marketers will start reconsidering what they are doing and how they are doing it in Amazon.

    Personally, I don’t run any business on Amazon but this post comes handy as a reference material to fall unto in the event I decide to start Amazon.

    The best part and takeaway you have shared here has to do with explanations on how Amazon works.

    Understanding these aspects will go a long way to ensure that improvement on any of the elements is easily carried out!

  • Profile photo of Celine Profile

    Hi Chris,
    Improving Amazon SEO is all about making sure that strategies and tactics employed readily helps the search engines.

    From the five tips shared above, I am particularly interested in customer reviews. The marketer must ensure that gaining positive reviews remains paramount in improving its SEO.

    A good customer experience still remains the key and marketers must ensure they focus on this!

  • Profile photo of Lawrence Berry Profile

    This is some great information.

    I occasionally sell on Amazon, especially after I’m done with a book that can be sold. Amazon is a great place to sell items with a large pool of buyers, but without the right practices mentioned here, it can be a hard time selling your items.

    Amazon SEO seems much like other SEO practices with a few differences like the product review. It makes sense that a higher product review will help you to rank higher.

    Thanks for sharing the information!
    Lawrence Berry recently posted…How Children’s Toys Influence Their Career ChoicesMy Profile

  • Profile photo of Sarah John Profile

    I am not really a fan of Amazon and for this reason even Amazon SEO doesn’t excite me. But its interesting to know how improving Amazon SEO could be hinged on improving the user experience of the site and the account.

    This tip

    Check out the listings of sellers who are ranked the highest (and are selling the same product as you, but without being a Prime Seller, with the exception of you having signed up for Fulfilment by Amazon), add their Amazon Standard Identification Number (ASIN) to your own listing, decrease your price by one one-hundredth of your currency, and add it to your own listing.

    is also exciting!

  • Profile photo of Naveen Kumar Profile

    Hey Chris,
    This is the very first time on your blog and I love to say thanks to kingged that redirect me to here.
    Coming to post, It is really a great post :) Amazon is a very competitive platform and it is not easy to survive on Amazon. But it is also true, that you know the basic SEO and growth hack about Amazon, can earn so good.

    Thanks a lot for sharing the great tips with us.

    Naveen
    Naveen Kumar recently posted…How To Remove Negative Search Results From GoogleMy Profile

  • Profile photo of Amit Sharan Profile

    Hi Chris,

    Indeed, “good SEO is focusing on the customer experience”. This is surely a very powerful post on improving Amazon SEO.

    Whatever is done in relations to Amazon search optimization should be have the needs of the customer as the focal point.

    The tips shared here are very practical. Hence, for those who are into niche marketing the Amazon way, there is enough information for improved search!

  • Profile photo of steven Profile

    Well, Amazon SEO has been simplified in this post. I never thought of it as having any significant before now.

    The 5 tips shared are hands-on. I guess its time to really put them into practice to improve niche marketing!

  • Profile photo of Paul Profile

    I am not a fan of Amazon but it would be helpful learning about how to improve its SEO. This knowledge would probably come handy for me in the future as I plan to delve more into niche marketing!

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