Ultimate Guide to SEO on Amazon For Sellers

Table of contents:

  • Introduction
  • Amazon’s A9 Algorithm
  • Amazon Keyword Research
  • Amazon Listing Optimization
  • Amazon Products
  • Amazon Reviews and Ratings
  • How to Measure Your Product’s Performance
  • Amazon SEO Strategy
  • Conclusion


Founded by Jeff Bezos in 1994, Amazon.com is an American multinational technology company that focuses on e-commerce, cloud computing, digital streaming, and artificial intelligence. Initially an online marketplace for books, it has expanded into a multitude of product categories.

You can find everything on the world’s largest online retailer and marketplace – Amazon, ranging from groceries, electronics to automotive products, medicines and much more  

What is Amazon SEO?

The process of optimizing product listings on Amazon.com so that they rank higher in product searches is called Amazon search engine optimization (SEO). SEO on Amazon can help shoppers find your brand, improve product search listings, and increase sales.

Sellers can use Amazon SEO tactics to:

  • Drive more traffic to product listings
  • Boost product and brand visibility
  • Increase conversion rates and sales growth
Photo Credits: Forbes.com

Key Statictics:

  • Amazon has 310 million customers worldwide
  • 66% of consumers start their product searches on Amazon
  • 89% of sellers use Amazon FBA
  • 65% of all Amazon users are Prime members
  • Amazon makes 1.6 million sales per day
  • Amazon has 6.2 million sellers worldwide
  • Amazon’s sales revenue amounted to more than 469 billion U.S. dollars in 2021

An effective SEO presence ensures your products show up in the search for your target audience and that is how you grow Amazon sales for your products. An essential factor for making that happen is by collaborating with an Amazon SEO company that stands out in Amazon SEO services.

PROS provides amazon listing optimization service to maximize your online sales. Get in touch with us today for a complimentary analysis of your website!

Amazon’s A9 Algorithm

Photo Credits: Sellerseo.com

Getting products discovered and SEO on Amazon is the key to winning the competitive race. The A9 Algorithm is also named A10. However, A9 is still the correct term as ‘9’ refers to the number of alphabets in the term algorithm.

Amazon’s organic product ranking algorithm, A9, is made up of direct and indirect parameters that are used to match customers’ search queries to goods, they are most likely to buy. Therefore, in terms of driving incremental sales for your e-commerce business, just like Google search, e-commerce businesses need the Amazon algorithms.

Difference between Google and Amazon’s search engine algorithms


Google search engine: After completing a search, relevance is defined as what a person clicks on to answer their question. As a result, the number of clicks your page receives, its bounce rate, and time-on-site, weigh the engagement of customers.

Amazon search engine: What people purchase after searching, defines relevancy. Thus, the conversion sales velocity weighs the purchasing behavior of customers.

Search Intent

Google search engine: The end goal is to achieve Browser Research Intent. The google search engine mainly exists to answer the user’s questions. Also, the google search engine has a broader scope of data to compensate.

Amazon search engine: The results are Customer Purchase Intent. Customers who visit Amazon store are more likely to bring higher purchase intent. SEO on Amazon is to convert visits into a sale. However, it considers different factors for ranking your e-commerce business.
Factors Amazon considers for rankings include:

Customer sales

Amazon look at the positive reviews of the customers. Just like Google Algorithm, the better reviews on the products mean better the products. Selling these better products makes more money for Amazon

Historical sales

Amazon keeps a record of its historical sales. E-commerce companies need to replicate the past when it comes to historically best-selling Amazon items. An e-commerce company can find out about the data of their sales, by the history column on the manage pricing page.

Relevant keywords

One thing companies must understand is that relevance is Amazon’s top goal. To appear in the search results, the products must be related to the keywords. The item must have high click-through and conversion rates for those keywords on Amazon to be judged relevant.

The right price

The price of the goods must not be high or low. It should be based on the competition. It provides the value the products and services deserve. Alongside, the earnings you require to invest in the change and development of your e-commerce business.
The above list is useful to existing sellers for SEO on Amazon. However, this brings trouble for the new e-commerce sellers. As Amazon prioritizes products with strong historical sales, how are new e-commerce businesses supposed to generate any historical data on sales? In short, how can new e-commerce companies increase Amazon’s rankings without historical data? The answer is keyword research.

Amazon Keyword Research

People find things on Amazon primarily through search. Therefore, being indexed and ranked for as many relevant keywords as possible is key to your success as an e-commerce seller. Right keywords help you find the right customers. It leads to an increase in e-commerce business sales and overall influences total Amazon sales and profitability. The Amazon search box is an excellent approach for doing keyword research.

Amazon Search Box

An Amazon search box is very helpful. The box autocompletes queries as you typed them. This is essentially the way how most e-commerce does keyword research. To get a command over your keywords, you need to search for all the variations of turntables that you see coming on the search box or things that you can think of. Now, get a decent list of keywords for Amazon.

Other Ways of Finding Keywords

There are tools like Keyword Planner, which narrow down the future potential groups of keywords. Google Search Console data by selling the same products to check customers’ preferences for your e-commerce store. E-commerce merchants can even look at paid tools like Semrush or Ahrefs. These tools identify search volume for keywords and Amazon ratings of the keywords.
All these methods along with the Amazon search box help e-commerce websites with relevant keywords, that they can use to optimize their product listings for SEO on Amazon.

Amazon Listing Optimization

Photo Credits: Sellerplex.com

Once you have a decent list of keywords, it is time to optimize your Amazon listing optimization. SEO on Amazon helps rank e-commerce websites and conversions. Therefore, an edge over the competition.

Process for Amazon Listing Optimization

  • Start the process of optimization with your product titles. Remember your titles should not exceed 200 characters. And they should have prescribed words describing the product accurately
  • Now, incorporate relevant keywords. Do not use too many in the product description. Try using them appropriately in bullet points, and your prose, and inculcate your tech details wherever applicable
  • The vision is to make the most of your keywords. As keywords provide the best chances for e-commerce to drive traffic
  • Use unique keywords. Sellers may also use long-tail keywords
  • Add keywords to your product pages’ back end. They help increase visibility on Amazon.
    Overall, do not hesitate in writing a long description of your products. As it gives buyers depth about your product and ranks them better.

Amazon Products

Right images of your products on your e-commerce sites or Amazon can either break or make your goal. Buyers are attracted by the picture of your best Amazon product.
Buyers will look at things instead of reading them. Therefore you must remember all of the following points:

  • Visualization is more effective than reading the description of products
  • More than 1000 pixels one way. Quality of the image matters as Amazon lets customers zoom in on product images. This is vital to an e-commerce store’s success on Amazon.
  • High-resolution images look decent. However, Amazon does not rank on image quality.
    Customers usually prefer professional pictures.
  • To make google deliver your product pictures on image search results. It is important to add SEO on Amazon optimized alt text to an image of your product from all angles.
  • Make your product images speak all the details of your products.
  • Once you know the importance of pictures, it is important to look at the reviews and ratings for the same.

Amazon Reviews and Ratings


Reviews and ratings add a lot to your e-commerce products’ rank in Amazon’s search results. The main goal of Amazon is to provide users with positive, and useful experiences. Thus, reviews and ratings become key to a strong ranking in SEO on Amazon.

What should an e-commerce business aim for?

Good products will bring good reviews. Reaching out to consumers after purchase and asking them to leave a review is always a smart idea. Buyers can give positive or negative reviews. The key is to reply quickly and see what you can do to improve the customer’s experience.

Amazon wants customers to buy and like products. Users trust products with higher reviews and stars. These product reviews influence Amazon’s ranking. Therefore, it is important to measure and improve the product’s performance.

How to Measure Your Product’s Performance

Last but not the least, doing comprehensive SEO on Amazon, involves measuring product performance. Product analytics plays a key role in Amazon’s ranking. If you are a brand owner, then you can easily access Amazon’s Brand Analytics for the performance of your products. Whereas, if you are other sellers, you have to get into third-party apps.

How do these tools help?

The majority of these tools are all-in-one solutions, which means you can do keyword research, receive help improving your listings, manage your items and inventory, look at your finances, see competition data, and watch your SEO on Amazon and paid media in general.

Amazon SEO Strategy


It is not easy to become a seller on a platform like Amazon. E-commerce merchants have a lot of work to make and earn on the platform. If you have already optimized content for Google, then you might have a lead on Amazon’s SEO guide. As long as you know that Amazon rewards your performance based on keywords, ratings, reviews, product descriptions, etc, you are on the right track.



Successful SEO on Amazon is knowing what Amazon’s A9 algorithm wants from you as a seller, which ultimately means making Amazon’s customers happy. Your product page can be optimized in various ways as mentioned above, but it all comes down to relevance and performance.
If you optimize with these factors in mind, you will eventually see movement in the right direction with regard to your search rankings, conversion rates, and sales. SEO on Amazon requires technical expertise. If you’re interested in hiring a professional Amazon SEO company to help you with SEO needs, talk to our experts at PROS and book a consultation today!

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