What is Amazon SEO in 2024? A Complete Guide to Ranking Products

Amazon SEO helps people find and buy products online. When you search on Amazon, some products show up first at the top. These products rank higher because they did good Amazon SEO.

Amazon SEO means making your product listing attractive. For example, having a nice title, pretty pictures, good descriptions, and reviews. This makes your product stand out to people shopping on Amazon. So more people click on your product and want to buy it.

Amazon SEO takes hard work. But it helps your product get found more easily. And it can bring lots more sales. So Amazon SEO is very important if you sell stuff on Amazon. The better your Amazon SEO, the more shoppers will see and buy your product.

Lastly, Amazon SEO means optimizing your Amazon listings so more shoppers can find your products. The goal is to rank higher in Amazon’s search results. Then shoppers see your products first when they search for something to buy.

How the Amazon Search Algorithm Works

Amazon wants to show shoppers the most popular and helpful products first. Their A9 and A10 algorithms look at things like:

  • Keywords in titles and descriptions
  • How many people view and buy your products
  • Product reviews and ratings

If your listings do well in these areas, Amazon will rank them higher in search results. Then more shoppers can find and potentially buy your products.

Here is an example:

Say you sell soccer balls. You can optimize the title and description with keywords like “soccer ball” and “size 5 ball.”

And if shoppers view and buy your soccer balls often, leave good reviews, and give 5 star ratings, Amazon sees your product as popular. So they will rank your soccer ball higher when people search for “soccer ball.”

Keyword Optimization

Choosing the right keywords is important for Amazon SEO. You want to use words shoppers actually search for when looking to buy something.

Research keywords that describe your products. Look for long tail keywords that are more specific, like “youth size 5 soccer ball” instead of just “soccer ball.”

Be sure the keywords accurately describe what your product is. Using unrelated keywords can get your listing removed.

Title and Description Optimization

Your product titles and descriptions are the first thing shoppers see in search results. Make them interesting so shoppers want to know more.

For the soccer ball example, a good title could be “Size 5 soccer ball for kids 8-12 years old.” And the description would list all the features – what size the ball is, what it’s made of, etc.

Reviews and Ratings

Product reviews build trust that your item is good quality. Star ratings also show Amazon shoppers that previous buyers were happy with their purchase.

Ask satisfied customers to leave an honest review and 5 star rating. Be sure you offer good products, service, and support so people want to recommend you.

The more positive reviews and higher star ratings you have, the more Amazon sees shoppers like your products. So they will rank your listings higher in search results.

I hope this beginner’s guide explains what Amazon SEO is and how you can better optimize your product listings. Reach out to our Amazon ecommerce advisors if you need more personalized help ranking higher on Amazon.

How Amazon SEO Works

SEO makes your product easier to find in 3 main ways:

1. Keywords

Using keywords related to your product in titles and descriptions tells Amazon what your item is about.

2. Reviews

Lots of positive 4 and 5 star reviews signal to Amazon that customers enjoy your product.

3. Sales History

High sales numbers show Amazon your product sells well and is in demand.

So optimizing these 3 things through SEO helps your product rank better in search.

Difference Between Amazon and Google SEO

Amazon SEO focuses mostly on product search and sales. Google SEO cares more about overall website authority and links.

Here is a table comparing Amazon and Google SEO:

Amazon SEOGoogle SEO
Boosts product rankingsBoosts website page rankings
Keywords in titles and bulletsKeywords in titles, headers and content
Reviews and ratingExternal links and domain authority
Sales historyAnswer user search queries

So Amazon SEO helps sell products directly. Google SEO provides the best information to answer search queries.

Best Practices for Amazon SEO

Here are 5 tips to improve your Amazon SEO and product rankings:

1. Include Target Keywords

Make sure to include your most important keywords in the product title and bullet points. This helps Amazon understand what the product is about.

2. Write Detailed Descriptions

Well-written descriptions help convince customers your product is right for them. Plus more content means more opportunities to include relevant keywords.

3. Get Product Reviews

Ask satisfied customers to leave positive reviews. This provides “social proof” and shows Amazon real people enjoy your product.

4. Check Competitors

See what keywords competitors rank for. Then optimize your listings to target those same terms.

5. Analyze Performance

Use free tools like Jungle Scout to understand your product’s rankings and opportunities.

Conduct Keyword Research

The first step is finding keywords that lots of shoppers search for on Amazon. These are called “high-volume” keywords.

You also want to find keywords that don’t have too much competition. These are “low competition” keywords.

Ranking for these types of keywords will get your product seen by many potential buyers.

  • High-volume keywords have over 1,000 monthly searches
  • Low competition keywords have less than 100 competing products

Optimize Title Tag

The title tag is the main title for your Amazon product listing.

Follow these tips to optimize your title tag:

  • Have your main keyword in the beginning of the title
  • Make sure the title tag is under 200 characters
  • Use keywords that shoppers would actually search for

Here is a good title tag example:

Comfy Blue Running Shoes for Women – Lightweight Sneakers

Write Helpful Descriptions

The description is one of the most important parts of optimizing your Amazon product page.

Follow these tips for writing good descriptions:

  • Focus on benefits of the product
  • Use keywords naturally in sentences
  • Tell shoppers why they should buy your product
  • Give lots of useful details about features

Get More Reviews and Sales

Having lots of reviews and past sales helps convince Amazon you are a good product. This will help you rank higher in future searches.

Here are tips for getting more reviews and sales:

  • Run promotions and limited-time discounts
  • Give away free products in exchange for reviews
  • Advertise your product around the internet

Analyze the Competition

Research what your competitors are doing with their product listings.

See if there are any areas where you can improve your own listings, like:

  • Using better keywords
  • Having more detailed descriptions
  • Taking higher-quality photos

Doing better than competitors in some areas helps your product stand out to Amazon.

Additional Amazon SEO tips

  • Use big, high-quality images to get more clicks
  • Track how well keywords work right in Amazon Seller Central
  • Regularly test parts of your listings to improve them

As you can see, Amazon SEO takes work! But it helps shoppers find your products more easily. And that leads to more sales over time.


Grasping Amazon SEO is like holding the key to a treasure chest; it unlocks the potential for products to be seen and purchased directly by eager customers. It’s vital for sellers to get a handle on this, as it can make a world of difference in a marketplace as vast as Amazon’s. Not only does it help your items shine in a sea of choices, but it also guides shoppers right to your doorstep.

Key Takeaway: Remember, the heart of Amazon SEO lies in understanding and leveraging it to enhance product visibility and organic rankings. By honing in on this, vendors can witness a real transformation in their online presence.

Now, let’s be real about why Amazon SEO is such a game-changer. It’s not just about getting your products out there; it’s about making sure they stand out, attract, and convert. It’s a complex dance of keywords, relevancy, and customer satisfaction. And that’s where we at Online Sales Advisors (OSA) come in, offering a guiding hand, from account management to PPC and all the way to listing optimization. With our help, brands can see that coveted uptick in conversion rates and yearly sales.

So, if you’re ready to take your Amazon game to the next level, why wait? Reach out to us at (952) 715-1230. Let’s chat about how we can make your products not just visible but irresistible to Amazon shoppers. Together, we’ll craft a strategy that’s as unique as your brand, driving growth and profitability that you can see and feel.

Frequently Asked Questions About What is Amazon SEO

How can Amazon SEO help my business?

Amazon SEO helps your business get found organically when customers search on Amazon. By optimizing your product listings, reviews, and back-end SEO, you can rank higher in search results and drive more traffic and sales to your products without paid advertising.

What is the goal of Amazon SEO?

The main goal of Amazon SEO is to rank higher in Amazon’s search results and get your product listings shown to more potential customers when they search on Amazon. Higher rankings mean more visibility, clicks, and, ultimately more sales.

How does Amazon determine search rankings?

Amazon uses many factors to determine search rankings including keywords in titles and bullet points, reviews and star ratings, sales history and conversion rates. By optimizing all aspects of your product listings according to best practices, you can influence Amazon’s algorithms to rank your products higher.

What are the most important on-page factors?

Some of the most important on-page factors for Amazon SEO include relevant keywords in the title, bulleted points, and description. It’s also crucial to have high quality, helpful product images and videos. Filling out all fields and variations is important as well.

How do I conduct keyword research?

You should research keywords and phrases related to your products that customers commonly search for on Amazon. Use Amazon’s auto-suggest and search analytics to find relevant, high volume keywords with good competition to target. Include 1-2 targeted keywords in your titles and description.

How do I build links to my product listings?

You can build internal links within your own product listings by cross-linking related products together. You can also build external backlinks by getting other websites, blogs and directories to link to your Amazon product pages. This helps with Amazon’s off-site SEO factors.

Is Amazon SEO different than regular SEO?

While there are some similarities, Amazon’s SEO is different from regular website SEO in some key ways. It focuses more on on-page optimizations within listings rather than off-site link building. Amazon also uses different algorithms and considers different on and off-page factors than Google.

How long does it take to see results?

Most customers begin seeing improvements within 2-6 months as long as optimizations are made consistently. Big gains may take longer as it takes time to build authority. Be patient and continually optimize over the long-term for best results.

What are some free Amazon SEO tools I can use?

Free tools like Jungle Scout, Helium 10, AMZ Scout and Selz can help with keyword research, listing insights, tracking rankings and sales over time. You can also use Amazon’s free Seller Central tools for analytics and listing reports.