Amazon & SEO: How Search Engine Optimization Works on the World’s Largest Marketplace

When people think of SEO, they usually picture Google. But Amazon & SEO go hand in hand—because Amazon is also a powerful search engine, built specifically for shopping. If you're selling on Amazon and not thinking about SEO, you're missing out on traffic, visibility, and revenue.

In this article, we’ll explore the relationship between Amazon & SEO, how it differs from traditional SEO, and how to optimize your listings to rank higher in Amazon search results.

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???? Amazon Is a Search Engine for Products

Amazon uses its own algorithm (known as A9, now evolving into A10) to decide which products appear when a shopper enters a search query. Unlike Google, Amazon’s search engine is transaction-focused—it prioritizes listings that are most likely to lead to a sale.

This means Amazon SEO is less about backlinks and blogs, and more about:

• Relevance

• Conversion rates

• Sales performance

• Customer experience

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???? How Amazon SEO Works

To understand Amazon & SEO, you need to know how Amazon ranks products. The algorithm considers two main factors:

1. Keyword Relevance

• Are the keywords in your listing matching what customers are searching for?

• Relevant keywords should appear in your title, bullet points, description, and backend search terms.

2. Performance Metrics

• How well is your product performing compared to others?

• Amazon looks at your click-through rate (CTR), conversion rate (CVR), sales history, reviews, and returns.

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✅ How to Do SEO on Amazon

???? Step 1: Keyword Research

Use tools like:

• Helium 10

• Jungle Scout

• AMZScout

• SellerApp

Find high-volume, relevant keywords and long-tail phrases that buyers are using.

???? Step 2: Optimize Your Listing

Place your keywords strategically:

• Title: Include main keyword early

• Bullet Points: Highlight benefits and use secondary keywords

• Description/A+ Content: Use persuasive, keyword-rich content

• Backend Search Terms: Add hidden keywords (synonyms, misspellings, variations)

????️ Step 3: Use High-Quality Images

Images affect both conversion and SEO. Use multiple images showing:

• Different angles

• Product in use

• Infographics with features

• Size references

???? Step 4: Track & Optimize

• Use tools to monitor rankings and performance

• Split test titles, images, and content using Amazon Experiments

• Update listings based on data and seasonal trends

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⚖️ Amazon SEO vs. Google SEO

Feature	Amazon SEO	Google SEO
Goal	Maximize sales/conversions	Deliver relevant information
Algorithm	A9/A10	PageRank, BERT, etc.
Ranking Factors	Keywords, CTR, CVR, reviews, sales	Backlinks, content quality, keywords
Optimization Focus	Listings (title, bullets, backend)	Website content, technical SEO
Content Type	Product-focused	Information-focused

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???? Pro Tips for Amazon SEO

• Avoid keyword stuffing—write for people, not just algorithms

• Stay within Amazon’s guidelines to avoid penalties

• Optimize mobile view—most Amazon traffic is mobile

• Encourage reviews to boost ranking and trust

• Use PPC data to discover converting keywords

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???? Final Thoughts

Understanding the connection between Amazon & SEO is crucial if you want to thrive on the platform. By targeting the right keywords and optimizing your product listings based on Amazon’s unique ranking system, you’ll improve your visibility, increase traffic, and drive more sales.

Need help creating an optimized listing or a keyword set? Drop your product name or niche, and I’ll help you get started!