How to Do Amazon SEO: 5 Proven Strategies That Work Right Now!

If you’re selling on Amazon, getting your products noticed is everything. With millions of listings competing for visibility, simply uploading your product and waiting for sales won’t work anymore. That’s where Amazon SEO comes in.

Just like Google, Amazon has its own search algorithm known as A9 (and more recently, aspects of A10) which determines how products are ranked in search results. The better you understand how it works, the higher your chances of showing up in front of buyers who are ready to purchase.

Amazon’s primary goal is to show customers the products they are most likely to buy. This means the algorithm takes into account not just keywords, but also sales performance, customer reviews, click-through rates, and more.

In this blog, we’ll break down 5 proven Amazon SEO strategies that actually work right now all based on what the algorithm favors today. Whether you’re a new seller or trying to boost an existing listing, these tips can make a big difference in your visibility and conversions.

1. Optimize Your Product Title

Your product title is one of the most powerful ranking factors on Amazon. It helps the algorithm understand your product and tells customers exactly what you’re selling. A strong, keyword-rich title can significantly improve your visibility and click-through rate.

Best Practices for Keyword Placement

• Primary Keyword First: Always start with the most important keyword.
• Include Essential Info: Like brand, product type, key features (size, color, quantity).
• Avoid Keyword Stuffing: Make it readable for humans, not just bots.

Real Amazon Example:

Contigo AUTOSEAL West Loop Vacuum-Insulated Stainless Steel Travel Mug, 16oz, Licorice

Breakdown:

• Brand: Contigo
• Main Keyword: Stainless Steel Travel Mug
• Features: Vacuum-Insulated, AUTOSEAL
• Size & Color: 16oz, Licorice

This title works well because it’s:

• Keyword optimized
• Clear and professional
• Useful for both the algorithm and the shopper

Quick Tips:

• Stay under 200 characters (Amazon’s limit by category)
• Use capitalization properly
• Avoid all caps, symbols, or salesy words like “Best,” “Hot Deal,” or “#1”

2. Use Backend Keywords the Right Way

Backend keywords are hidden keywords that aren’t visible to customers but are read by Amazon’s search algorithm. They give you a chance to include extra relevant search terms that didn’t fit naturally in your title or bullet points without affecting the customer-facing content.

What Are Backend Keywords?

Backend keywords are added in the “Search Terms” section in your Amazon Seller Central listing backend. This help boost visibility for synonyms, misspellings, regional terms, and long-tail keywords.

Best Practices for Using Backend Keywords

Don’t Repeat Words
Amazon already scans your title, bullets, and description so no need to duplicate keywords.

Use All 250 Bytes Wisely
Focus on relevant search terms that didn’t make it into the title, bullets, or description.

Avoid Punctuation
No commas, semicolons, or unnecessary symbols just separate keywords with a space.

Don’t Include Brand Names (Other Than Yours)
This could lead to listing suppression for trademark violation.

Skip Irrelevant or Temporary Words
Avoid filler words like “best,” “cheap,” “deal,” “Amazon,” or “today only.”

Example: Backend Keywords for a Stainless-Steel Travel Mug

Backend Search Terms:
vacuum cup hot coffee mug thermal flask office tumbler tea travel cup insulated mug leakproof lid 16 oz

These keywords cover:

• Related product names (tumbler, flask, thermal cup)
• Use-cases (office, travel, tea, coffee)
• Product attributes (insulated, leakproof, 16 oz)

By optimizing backend keywords, you’re helping Amazon understand your product better — giving it more chances to show up in relevant search results without cluttering the front-end content.

Bullet Points: Clear, Keyword-Rich, and Benefit-Focused

Amazon allows up to 5 bullet points, and each one is a chance to:

• Target secondary keywords
• Answer customer questions
• Highlight features and benefits

Best Practices for Bullet Points

• Start with a Feature and follow with a benefit
• Use all caps for the feature name to improve scan-ability
• Incorporate natural keywords, but keep it readable

Product Description: Tell Your Brand Story

Your description can be more detailed and persuasive. It’s a space to:

• Expand on product features
• Highlight your brand’s value
• Include LSI keywords (related search terms)
• Encourage action (buy now, limited stock, etc.)

You can also use HTML formatting (like <br>, <b>, and <ul>) for better readability — though this depends on category and Amazon policy.

Get More Reviews and Ratings

Customer reviews are more than just social proof they’re a core part of Amazon’s ranking algorithm. Listings with more positive reviews tend to get better visibility, higher conversion rates, and greater trust from shoppers.

Why Reviews Matter for Amazon SEO

• Higher CTR and Conversion Rate = Higher Rankings
• Trust and Credibility drive more purchases
• Review Keywords Help Visibility: Amazon scans reviews for relevant terms to better categorize your product

Proven Ways to Get More (Real) Reviews

1. Use Amazon’s “Request a Review” Button

In Seller Central, you can manually request a review after each order (available within 5 to 30 days of delivery). It’s 100% compliant with Amazon’s terms.

2. Enroll in Amazon Vine Program

If you’re brand registered, you can offer products to trusted reviewers through Vine especially useful for new listings.

3. Include Product Inserts (Ethically)

Place a card inside the packaging asking buyers to leave a review. Just avoid any language that asks only for positive feedback, which violates Amazon policy.

4. Deliver a Great Product and Experience

This sounds simple, but it’s key. Fast shipping, accurate listings, and quality packaging naturally lead to better reviews.

What to Avoid

• Never pay for reviews or trade products for feedback
• Don’t use manipulative language like “Only leave a review if you’re satisfied”

5. Improve Click-Through and Conversion Rates (CTR & CVR)

Amazon’s algorithm doesn’t just look at your keywords it tracks how customers interact with your listings. That means Click-Through Rate (CTR) and Conversion Rate (CVR) are powerful ranking signals.

If people are clicking your product more often (CTR) and actually buying it (CVR), Amazon sees your listing as high-performing and rewards it with better search placement.

Ways to Improve CTR

Use High-Quality Product Images

• Upload multiple angles (including zoomed-in and lifestyle images)
• Follow Amazon’s image guidelines (white background, 1000×1000 px or higher)
• Consider using infographics for size, features, or benefits

Craft an Attractive Title

• We’ve already covered this but remember, your title shows up directly in search results, so it must be compelling and relevant

Add Star Ratings and Review Count

• More reviews = more trust = more clicks
• Boost reviews using ethical methods (see previous section)

Ways to Improve CVR (Conversion Rate)

Use A+ Content (if Brand Registered)

• Add enhanced visuals, comparison charts, and brand story
• A+ Content can increase conversions by up to 10% or more

Clear, Benefits-Focused Bullets and Descriptions

• Focus on what’s in it for the buyer
• Address objections: quality, size, usage, warranty, etc.

Competitive Pricing

• Compare your price to top listings in your niche
• Consider offering limited-time discounts or coupons to attract buyers

Real-World Example:

A listing with a strong title, bold main image, clear benefits, and 4.5+ stars with 500+ reviews will outrank a similar product with fewer clicks, poor images, and a lower rating even if they have similar keywords.

That’s how Amazon rewards performance-driven optimization, not just keyword stuffing.

Bonus Tip: Leverage External Traffic Sources

While Amazon’s internal search is powerful, sellers who bring traffic from outside Amazon often get rewarded with higher rankings. That’s because external traffic especially if it leads to conversions signals to Amazon that your product is in demand beyond its own platform.

Why External Traffic Boosts Amazon SEO

• It increases clicks, conversions, and overall sales velocity
• Amazon’s algorithm values listings that can drive their own traffic
• Conversions from external sources can improve organic rank faster

External Channels to Use

1. Social Media Ads (Facebook, Instagram, TikTok)

Run targeted ads for your product using short videos, testimonials, or product demos. Use a landing page or Amazon Attribution links to track performance.

2. Influencer Marketing

Send your product to influencers in your niche who can share it with their audience and drive authentic traffic to your Amazon page.

3. Google Ads

Target high-intent keywords on Google and direct users straight to your Amazon listing. Use exact match terms that match buyer intent (e.g. “buy stainless steel travel mug”).

4. Email Marketing

If you have a website or past customer list, send product launch or discount announcements with a direct link to your Amazon page.

Pro Tip: Use Amazon Attribution

Amazon provides Attribution Tags that let you track which external sources are driving clicks and conversions, so you know what’s working.

Common Amazon SEO Mistakes to Avoid

Even with all the right strategies, simple mistakes can hurt your ranking and sales. Here are some common errors that sellers should avoid:

1. Keyword Stuffing

Overloading your title or bullet points with too many keywords makes the content hard to read and may reduce conversions. Amazon values clarity and customer relevance over keyword density.

2. Duplicate Keywords in Backend Search Terms

Don’t waste space by repeating words already used in your title or bullets. The backend should include only unique, relevant terms.

3. Ignoring Mobile Optimization

More than half of Amazon’s traffic comes from mobile. If your images, titles, or bullets aren’t easy to scan on a phone, you may be losing sales without even knowing it.

4. Not Using All Available Fields

Many sellers skip A+ Content, miss backend keyword slots, or don’t upload enough images. Each section of your listing is an opportunity to improve performance use them all.

5. Chasing Short-Term Hacks

Amazon updates its algorithm regularly. Focus on providing value, clarity, and a great shopping experience instead of shortcuts that might get you penalized.

Conclusion:

In today’s competitive marketplace, Amazon SEO is essential for getting your products seen and sold. By optimizing your product title, using backend keywords effectively, writing compelling bullet points and descriptions, generating authentic reviews, and improving your click-through and conversion rates, you can significantly boost your product’s visibility and sales. Don’t forget the power of external traffic bringing in visitors from platforms like Google, Instagram, or TikTok can give your listing an extra push in Amazon’s algorithm. Focus on delivering value to both the customer and the algorithm, and you’ll build a strong, long-term presence on Amazon.