Amazon Organic Keyword Strategies for Boosting Visibility

  • #Scale Insights Team
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If you're an Amazon seller and your products aren't ranking as well as you'd like, it's time to look closer at how search visibility works. Mastering Amazon SEO is essential for drawing organic traffic to your listings and aligning with the platform's search algorithm to boost your organic rank.

In this guide, we unravel the complex relationship between paid ads and organic sales on Amazon, showing how they can work together to bolster your brand's presence. You'll learn to synergistically use sponsored ads and refine your organic approach, achieving better visibility and sales.

Ready to elevate your Amazon game? Follow along as we blend paid and organic strategies for optimal results.

Understanding Amazon's Search Algorithm

Amazon's ecosystem for sellers hinges on visibility, where your products appear in search results, which directly affects sales. At the heart of this lies Amazon’s search algorithm, A9, which you should think of as the matchmaker between your products and customer searches.

A9 is Amazon's proprietary search algorithm that determines how products are listed on the search results page. When you search for a product on Amazon, the A9 algorithm evaluates numerous factors to present the most relevant search results. Here, organic rankings are those listings that naturally appear because of their relevance to the search query, not because they are advertisements.

Key aspects of A9 in organic rankings:

  • Search Terms: Matches the keywords in customer search queries with the words in your product listing.

  • Customer Behavior: Consider how customers interact with search results, factoring in click-through and conversion rates.

  • Product Relevance: Gauges how closely a product matches the search intent based on title, description, features, and more.

Factors Affecting Amazon SERPs

Your organic ranking on Amazon can be influenced by various elements included within your product page. You need to understand and optimize these factors to enhance the likelihood of ranking higher.

Critical factors affecting Amazon SERP include:

  • Product Listings: Complete and optimized listings with relevant keywords in the title, bullet points, and description.

  • Images: High-quality and high-resolution product images that encourage click-through.

  • Keywords: Strategic use of high-search-volume keywords in your listing for better alignment with search queries.

  • Customer Reviews: Positive reviews can improve organic search ranking, signaling quality and reliability to both customers and the algorithm.

  • Price: Competitive pricing can improve conversion rates, informing the A9 algorithm of a desirable product.

While Amazon doesn't explicitly define the role of Amazon ads in directly influencing organic rankings, there's an indirect relation. Sponsored ads can improve product visibility and increase sales volume, which can positively impact organic rank. Here's how:

  • Search Volume and Sales Conversion: Ads drive visibility and can increase sales, an essential metric A9 evaluates.

  • Product Discoverability: Running sponsored ads can improve discoverability, trickling down to organic rankings over time.

  • Data Insights: Through ads, you gather data on high-performing keywords, which can optimize organic listings and improve relevance to searches.

You nurture a virtuous cycle of visibility, sales, and organic ranking enhancement by using sponsored ads to complement your organic efforts.

Choosing the Right Keywords

Before diving into the specifics of Amazon keyword research, understand that choosing the right keywords is crucial for your organic ranking and can greatly impact your approach to Amazon advertising.

Finding high-value keywords is all about understanding what your potential customers are typing into the Amazon search bar. Start by looking at your search term report, which provides insights into what search terms are driving sales for your products. This data is gold in discovering new keywords that you might not have considered.

Remember to focus on long-tail keywords, which are usually more specific and less competitive than generic search terms. Not only can these rank more easily, but they often signal a buyer’s readiness to purchase. For example, someone searching for "high-waist women's hiking shorts" is likely further along in their buying journey than someone who simply searches for "shorts."

Synonyms and related terms are also valuable to include both in your direct listings and in any Amazon ad campaigns you run. By integrating these within your content naturally, you can capture a wider net of search inquiries, improving your chances of being found by potential buyers.

Optimizing Product Listings for Organic Visibility

Achieving high organic visibility on Amazon requires meticulous attention to detail in your product listings. Here's how you can enhance them for better organic search performance.

Crafting Compelling Product Titles

Your product title is the cornerstone of your listing. Incorporating relevant keywords is essential while keeping it informative and to the point. Strive to lead with your brand, follow with the product type, and include differentiators such as size, color, or pack count. For example:

  • Brand Name | Product Type - Size/Color/Pack Count

Enhancing Bullet Points and Product Descriptions

Bullet points offer a snapshot of your product's key benefits and features. Make sure they are:

  • Concise: Briefly mention the primary selling points.

  • Informative: Provide specifics, like dimensions or unique features.

  • Keyword-rich: Integrate keywords naturally within the text.

The product description gives you more space to tell your brand story and elaborate on product details. Use this area to expand on the bullet points, weaving in keywords and reinforcing your brand's message.

Utilizing Backend Search Terms Effectively

Backend search terms are a hidden gem for Amazon SEO. They’re not visible to customers but are considered by Amazon’s search algorithm. Here’s what to consider:

  • Targeted: Include synonyms and abbreviations.

  • Precise: Avoid repetition and keep terms relevant to your product.

Include terms that might be misspellings or common search phrases related to your product, up to a limit of 249 bytes.

Incorporating High-Quality Images and A+ Content

Attract and retain customer attention with high-quality images that show your product from multiple angles and in use. Amazon allows up to 9 images, including a main image. Ensure they:

  • Meet Amazon’s image requirements

  • It is clear and high resolution

  • Showcase the product’s use and benefits

Amazon’s A+ Content feature allows you to enhance your product descriptions with visuals and enriched text. Use this to tell a compelling brand story and showcase your product features engagingly.

Strategies for Increasing Organic Rank and Sales

To enhance your Amazon store's performance, it's crucial to focus on boosting both your organic rank and sales, as they are closely intertwined. The following strategies will guide you in improving your position organically and bolstering sales sustainably.

Improving Organic Rankings Through Reviews

Successful Amazon sellers know that reviews play a critical role in organic rankings. A higher number of positive reviews can directly improve your organic rank, as the algorithm favors products with strong customer feedback. To encourage more reviews:

  • Provide exceptional customer service to increase the likelihood of receiving positive reviews.

  • Follow up with buyers to request feedback, ensuring compliance with Amazon's policies.

Leveraging Sales Velocity and Conversion Rates

Sales velocity and conversion rates are pivotal in enhancing organic rankings. A high sales velocity indicates a product's popularity and relevance to customers, thus signaling Amazon’s algorithm to boost its visibility. Similarly, a good conversion rate shows that customers find your product appealing, further leveraging your organic rank. You should:

  • Use competitive pricing and high-quality images to improve sales attractiveness.

  • Optimize your product listings with relevant keywords to match customer search terms, enhancing sales velocity and conversion rates.

Utilizing Analytics and Keyword Tracking

To excel on Amazon, you need to harness analytics and track your keywords effectively. These tactics allow you to understand and improve your organic traffic and sales.

Monitoring Organic Traffic and Keyword Performance

The key to mastering organic sales on Amazon is to meticulously monitor your organic traffic and the performance of your keywords. By utilizing an Amazon Keyword Tracker, you're empowered to track which keywords are bringing customers to your listings.

The conversion rate (CR) is a paramount metric, representing the percentage of visitors buying after viewing your product. Keep a close eye on this statistic; your sales can soar by nurturing the keywords that convert.

  • Track Sales: Note your daily sales figures to observe patterns.

  • Analyze Keyword Performance: Use analytics to watch which keywords perform well over time.

Advertising and PPC Campaigns Integration

Entering the world of Amazon advertising can significantly bolster your market visibility by strategically using PPC campaigns alongside organic efforts to enhance your product's reach.

Balancing Organic and Sponsored Product Strategies

Your Amazon success hinges on a solid balance between organic rankings and sponsored product placements. Organic sales stem from consistent SEO practices and high search relevancy, but integrating PPC campaigns can elevate your product performance.

By using sponsored ads, you create more opportunities for your products to be seen, which can indirectly improve their organic rankings through increased sales volume and customer engagement.

  • Use sponsored products to target specific keywords optimized in your organic listing.

  • Remember to track organic and PPC-driven sales performance to refine your marketing approach.

Optimizing Bids and ACoS for Better Profit Margins

Effectively managing your Advertising Cost of Sale (ACoS) is critical for the profitability of your PPC campaigns.

  1. Start by setting clear goals for your desired ACoS.

  2. Regularly review your bids:

    • If ACoS is high, adjust bids down for underperforming keywords.

    • Conversely, if ACoS is low and sales are strong, consider increasing bids to maximize exposure.

  • Focus on sponsored product ads to strategically boost high-performing keywords.

  • Fine-tune your PPC campaigns to complement your organic efforts better, seeking a harmony that maximizes visibility and minimizes unnecessary ad spend.

Managing Product Categories and Pricing

When you list your products on Amazon, optimizing your product categories and competitive pricing is essential to improve organic search rankings and attract customers.

Effective Categorization for Enhanced Searchability

To increase your product's visibility, you must select the most relevant category. Your products must be placed correctly to appear in search results when customers use specific terms related to your product category. For best results, nest your products under the primary category, followed by relevant sub-categories. For instance:

  • Primary Category: Electronics

    • Sub-Category: Computers & Accessories

      • Further Refinement: Laptops

Choosing precise categories ensures users can find your product more easily which could positively impact your organic sales and ranking.

Competitive Pricing Strategies

Setting competitive prices is critical to standing out in the Amazon marketplace. A mix of manual analysis and automated tools can help you to monitor competitor prices and adjust your own accordingly. Consider structuring your pricing as follows:

  1. Baseline Pricing: Determine the lowest price at which you can sell your product while still making a profit.

  2. Competitor Pricing: Regularly check the prices of similar products.

  3. Dynamic Pricing: Use automated tools to adjust your prices in response to changes in the market and competitor pricing strategies.

Not only does an optimal price make your listing attractive, but it may also indirectly influence your organic ranking.

Competitive pricing and accurate categorization puts your products in a strong position to rise, potentially reducing your reliance on paid advertisements to obtain visibility.

Expanding Visibility and Rankings

Understanding how to enhance your product's organic visibility and ranking can be pivotal in achieving business success. Strategically utilizing promotional techniques and grasping the influence of sales rank are key components in this process.

Promotional Techniques to Boost Visibility

Using Amazon PPC (Pay-Per-Click) campaigns is a compelling way to improve your product visibility. When you invest in PPC, your product ads appear in prominent search positions, which can lead to an increase in sales.

As your sales rise through these promotions, Amazon’s algorithm may recognize your product as more relevant, subsequently boosting your organic ranking. Here's a brief rundown of actions you can take:

Optimize Your PPC Campaigns:

  • Keyword Research: Find high-traffic keywords relevant to your product.

  • Competitive Bidding: Place competitive bids on those keywords to enhance ad placement.

  • Continuous Monitoring: Adjust your strategies based on ad performance data.

Run Limited-Time Promotions:

  • Lightning Deals or Coupons: These can grab customer attention and can lead to a spike in sales velocity.

Promotions can serve as a catalyst for immediate sales and long-term organic growth, as they can increase your product ranking and visibility.

The Impact of Sales Rank and BSR on Organic Reach

Your Amazon Best Sellers Rank (BSR) is an indicator of how well your products are selling within their categories. Here's how it plays into your organic reach:

  • Direct Correlation: A lower BSR number (indicating higher sales) can result in better organic search placements.

  • Sales Velocity: Increased sales velocity, possibly from effective promotions or Amazon FBA usage, enhances your BSR.

Remember, a focused approach to your Amazon business, which leverages both promotional strategies and an understanding of sales rank dynamics, can significantly impact your product's organic search visibility and overall success on the platform.

Keeping Track of ASIN and Its Significance

Your product's ASIN (Amazon Standard Identification Number) is the cornerstone of tracking your listings' performance. Each ASIN is unique and serves as an identifier for the items in the Amazon catalog.

Here’s how to monitor and understand its significance:

  • Amazon Seller Central: Regularly check your ASIN performance through reports available in Amazon Seller Central. Identify which products are performing well organically.

  • Amazon Keyword Ranking: Use ASIN-specific keyword tracking tools to see where your products stand in terms of keyword ranking. Tools and reports in Seller Central can help with this.

By closely monitoring your ASIN performance, you can iteratively optimize your listings, tailoring your use of keywords to align with how Amazon indexes and ranks products.

Remember, the goal is to be organically visible to the customer without solely depending on ad spend to gain traction.


Mastering the dynamics between paid and organic sales on Amazon is crucial for marketplace dominance. While ads drive immediate visibility, the endgame is boosting organic rank through strategic optimization and enhancing product credibility.

View paid sales as the launchpad to greater organic reach — a tool to jumpstart your product's ascent in search rankings.

Effective ad use involves enriching listings with the right keywords, deploying Sponsored Product Ads for instant exposure, and refining tactics with performance insights.

Investing in ads can create a beneficial cycle, escalating sales and organic position. So, strive for a strong, self-sustaining organic presence, reducing reliance on ads.

Adopt a holistic sales strategy with our Amazon PPC plans to secure lasting organic success. Discover our PPC solutions today.

Frequently Asked Questions on Amazon Organic Ranking

Why Should I Focus on Both Paid and Organic Strategies on Amazon?

Focusing on both paid and organic strategies is important because they complement each other: paid ads increase visibility and sales, which can indirectly improve organic rankings through the A9 algorithm.

Why Should I Focus on Both Paid and Organic Strategies on Amazon?

Focusing on both paid and organic strategies is important because they complement each other: paid ads increase visibility and sales, which can indirectly improve organic rankings through the A9 algorithm.

How Do I Balance My Organic and PPC Campaigns to Improve Visibility?

Balance your organic and PPC campaigns by using insights from PPC to inform your organic keyword optimization and using organic search success to refine PPC keyword targeting, creating a synergistic effect that boosts visibility.

What Are the Benefits of Increasing Organic Visibility on Amazon?

The benefits of increasing organic visibility on Amazon include higher credibility, sustained traffic without continuous ad spend, and a better connection with customers actively searching for your products.

Can Enhancing Organic Visibility Reduce My Reliance on Amazon Ads?

Yes, enhancing organic visibility can reduce reliance on Amazon ads by improving natural search ranking, leading to more sustainable traffic and sales without the ongoing cost of paid advertising.

Can Enhancing Organic Visibility Reduce My Reliance on Amazon Ads?

Yes, enhancing organic visibility can reduce reliance on Amazon ads by improving natural search ranking, leading to more sustainable traffic and sales without the ongoing cost of paid advertising.