Amazon SEO Guide for Higher Rankings in 2024

  • #Scale Insights Team
Amazon SEO guide seseo
Amazon Seller looking for SEO Strategy to boost higher ranking.

Unlocking the secrets to higher rankings on Amazon begins with a solid foundation in SEO, and our Amazon SEO guide for 2024 is designed to do just that. As the marketplace grows increasingly crowded, sellers must understand and utilize the search algorithms to their advantage. 

This guide will provide you with insights and steps to enhance the visibility of your products, ensuring that your listings climb to the top of Amazon's search results. By focusing on the most important ranking factors and best practices, we'll help you cut through the noise and grab the attention of potential buyers. We’ll dive into the core elements that influence your product's position in search results, from keyword optimization and compelling product descriptions to strategic pricing and customer feedback management. 

Staying ahead of the curve means employing these techniques with precision and purpose. Whether you're a newcomer to the marketplace or looking to refine your existing approach, this guide delivers the essentials of Amazon SEO in simple and actionable ways. 

Ready to amplify your Amazon SEO strategy? Keep reading!

What is Amazon SEO?

Amazon SEO is the process of tweaking your product listings to rank higher in Amazon's search results. You do this by choosing the right keywords, using high-quality images, and getting good reviews—all to convince Amazon's search algorithm that your products are exactly what its customers are looking for.

Amazon's A9 Algorithm

Amazon's A9 algorithm is the search algorithm that powers Amazon's product search results. The A9 algorithm is crucial to Amazon's business model because it powers the one primary metric that matters the most: revenue per click. The algorithm is designed to match a customer search query with the most relevant products in the Amazon catalog.

Keyword Research Strategies

To optimize your Amazon product listing, you need to identify relevant keywords that your target audience is searching for. Keyword research is a crucial step in Amazon SEO, as it helps you understand what your customers are looking for and how to optimize your product listing to meet their needs.

Identifying Relevant Keywords

To identify relevant keywords, start by brainstorming a list of terms that describe your product. Think about the features, benefits, and use cases of your product, and try to come up with as many related keywords as possible.

Once you have a list of keywords, you can use Amazon's search bar to see what suggestions come up. This will give you an idea of what customers are searching for and help you identify additional relevant keywords.

Another way to identify relevant keywords is to look at your competitors' product listings. See what keywords they are using in their titles, bullet points, and descriptions, and consider incorporating those keywords into your own listing.

Utilizing Long-Tail Keywords

Long-tail keywords are specific and less common, but they pack a punch by drawing in shoppers who are ready to buy. They might not rack up as many searches as broader terms, but they connect you with a more specific crowd, which often leads to better sales numbers. 

These keywords are perfect not just for your product descriptions but also for your Amazon ads, helping you target the right people. Good keyword research, especially focusing on those detailed long-tail phrases, is essential in Amazon SEO to help your products get noticed and sell more.

How to Optimize My Product Descriptions?

A computer screen displaying Amazon product descriptions with SEO keywords highlighted. Keywords: optimize, product descriptions, Amazon SEO guide

Optimizing your Amazon product descriptions is key to attracting customers and boosting your sales. Here's how to refine them for the best results:

  • Use Relevant Keywords: Incorporate keywords that your potential customers are searching for, but ensure they fit naturally within the text.

  • Highlight Benefits: Clearly explain how your product can solve a problem or improve the customer's life.

  • Be Clear and Concise: Use simple language and short sentences to make your descriptions easy to read and understand.

  • Include Key Features: List the most important features of your product, such as size, materials, and special attributes.

  • Create Unique Content: Avoid copying text from other listings or websites; unique descriptions help your product stand out.

  • Use Bullet Points: Break down information into bullet points for better readability and quick scanning.

  • Add a Call to Action: Encourage shoppers to make a purchase with a clear, compelling call to action at the end of your description.

Leveraging Amazon Backend Keywords

Leveraging Amazon backend keywords can significantly enhance your product's discoverability. Here's how to effectively use them:

  • Select Keywords Wisely: Choose terms related to your product that customers might use in their searches.

  • Stay within Limits: Amazon limits backend keywords to 250 bytes, so be concise and avoid repetition.

  • Avoid Common Words: Skip using words like "and," "for," or "with," which Amazon's algorithm typically ignores.

  • No Quotation Marks: Refrain from using quotation marks as they consume valuable character space without benefit.

  • Update Regularly: Keep your backend keywords fresh by updating them with new relevant search terms or seasonal keywords.

  • Use Synonyms and Variants: Include common misspellings, synonyms, and variations to cover a wider search base.

  • Exclude Competitor Brand Names: Avoid using competitor brand names, as this goes against Amazon's policies.

Improving Product Reviews and Ratings

Product reviews and ratings play a significant role in determining a product's relevance and ranking on Amazon. The algorithm considers the quantity and quality of reviews to evaluate a product's relevance and ranking. Positive reviews and ratings can increase your product's visibility, while negative reviews and ratings can hurt your product's ranking.

Boosting your Amazon product reviews and ratings is all about customer satisfaction. Here’s a simple plan to get more positive feedback:

  • Deliver Great Service: Quick responses to customer questions and resolving issues show you value their happiness.

  • Check-in After Purchase: Send a thank you email after delivery, asking for their thoughts on the product.

  • Offer Perks for Reviews: Things like discounts on the next purchases can motivate customers to leave a review.

  • Make Reviewing Easy: Put a review link in your emails and on packaging, and ask for feedback in your product description.

Remember, more good reviews can lead to better visibility and higher rankings on Amazon

Using Amazon Analytics for SEO

If you're looking to improve your Amazon SEO, using Amazon Analytics is an essential part of your strategy. Amazon Analytics provides valuable insights into how your products are performing, allowing you to optimize your listings and increase your sales.

How to Track and Analyze for SEO Improvement

To get started with Amazon Analytics, you first need to track your product's performance. You can do this by looking at metrics such as:

  • Click-through rate (CTR)

  • Conversion rate

  • Sales

  • Customer reviews

  • Search terms

By analyzing these metrics, you can identify areas for improvement and optimize your listings accordingly. For example, if your CTR is low, you may need to improve your product images or adjust your title to make it more compelling.

Another useful feature of Amazon Analytics is the ability to track your competitors. By analyzing their performance, you can identify opportunities to improve your own listings and stay ahead of the competition.

How to Measure Success in Amazon SEO?

Once you have optimized your Amazon product listings using the SEO tactics mentioned earlier, you need to measure the success of your efforts. Measuring success helps you understand what works and what doesn't, so you can make informed decisions about future optimizations. Here are some ways to measure success in Amazon SEO:

1. Track Keyword Ranking

Keyword ranking refers to the position of your product listing in Amazon's search results for a specific keyword. The higher your ranking, the more visible your product is to potential customers. You can use Amazon's search term report and third-party tools like Jungle Scout, Helium 10, or AMZ Tracker to track your keyword ranking.

2. Monitor Traffic and Sales

Increased traffic to your product listings is an indication that your SEO efforts are paying off. You can use Amazon's traffic and sales reports to monitor the number of visitors to your listings and the number of sales made. You can also use Google Analytics to track traffic to your Amazon listings from external sources like social media, blogs, and websites.

3. Analyze Customer Reviews and Feedback

Positive customer reviews and feedback are a good indicator of the success of your SEO efforts. They show that your product is meeting the needs of your customers and that they are satisfied with their purchase. You can use Amazon's review and feedback reports to analyze customer feedback and make improvements to your product listings.

4. Compare with Competitors

Comparing your product listings with those of your competitors can help you identify areas for improvement. You can use third-party tools like Jungle Scout, Helium 10, or AMZ Tracker to compare your product listings with those of your competitors. Analyze their product titles, descriptions, bullet points, and images to see if there are any opportunities for improvement.

By tracking your keyword ranking, monitoring traffic and sales, analyzing customer reviews and feedback, and comparing with competitors, you can measure the success of your Amazon SEO efforts. Use this data to make informed decisions about future optimizations and to stay ahead of the competition.

Tools and Resources for Amazon Sellers

As an Amazon seller, there are many tools and resources available to help you optimize your listings and improve your sales. Here are some of the most popular and effective tools and resources for Amazon sellers:

Scale Insights

Scale Insights is a dynamic platform designed to empower businesses with advanced analytics and growth strategies. At its core, Scale Insights leverages cutting-edge technology and deep market understanding to provide actionable insights that drive business scalability and performance.

  • Scalable Campaigns in 1 Minute
    One of the standout features of Scale Insights is its ability to create multiple campaigns in a matter of minutes. With its AI-driven automation designed by an experienced 8-figure team, you can quickly set up and launch campaigns tailored to your specific needs. This feature is particularly valuable for sellers who need to scale their advertising efforts rapidly or test new strategies without getting bogged down in the nitty-gritty details of campaign setup.
  • 11 Proprietary Scale-matic Algorithms
    Scale Insights boasts a suite of 11 proprietary Scale-matic algorithms that enable customizable advertising automation to cater to your every need. These algorithms are designed to optimize various aspects of your campaigns, such as bid management, keyword selection, and ad placement, ensuring that your advertising efforts are tailored to your specific goals and requirements.
  • Full Control over Automation
    While automation is a key strength of Scale Insights, the platform also offers full control over the automation behavior, allowing you to manage your campaigns at a strategic level. You can delve into the granular details and fine-tune the automation settings to align with your specific preferences and business objectives. This level of control ensures that you maintain oversight and make informed decisions while benefiting from the time-saving advantages of automation.
  • Unprecedented Advertising Insights
    Scale Insights provides unprecedented insights into your advertising campaigns, enabling you to discover unrealized opportunities and quickly identify potential losses or areas for improvement. With its advanced analytics and reporting capabilities, you can gain a comprehensive understanding of your campaign performance, enabling data-driven decision-making and continuous optimization.
  • Powerful Analytics
    In addition to advertising insights, Scale Insights offers powerful analytics tools that allow you to track profits and trends, as well as gain insights into how your promotions and advertising efforts drive organic sales. This holistic view of your marketing efforts enables you to make informed decisions and allocate your resources more effectively, ultimately driving better returns on your advertising investments.

Take your Amazon PPC campaigns to the next level with Scale Insights! Our Amazon PPC software uses Scale-matic technology to ensure you have complete control over every dollar you put into your campaigns. Read more about Amazon analytics tools.

Try a free 30-day trial (no credit card needed), starting at $78 up to $688 monthly. Customized plans are available for up to 2,000 automated ASINs.

Helium 10

Helium 10 is an all-in-one software suite designed specifically for Amazon sellers. It includes a variety of tools to help you with everything from product research and listing optimization to inventory management and advertising. Some of the key features of Helium 10 include:

  • Product research tools to help you find profitable products to sell on Amazon

  • Keyword research tools to help you identify the best keywords to use in your product listings

  • Listing optimization tools to help you create more effective product listings that rank higher in Amazon search results

  • Inventory management tools to help you keep track of your inventory levels and avoid stockouts

  • Advertising tools to help you create and manage effective Amazon PPC campaigns

E-commerce Platforms

There are many e-commerce platforms available that can help you build and manage your own online store. Some of the most popular e-commerce platforms include Shopify, WooCommerce, and BigCommerce. These platforms offer a variety of features to help you create a professional-looking online store, including:

  • Customizable website templates

  • Payment processing integrations

  • Inventory management tools

  • Shipping and fulfillment integrations

Amazon Marketplace

Of course, one of the most important tools for Amazon sellers is the Amazon Marketplace itself. By selling on Amazon, you gain access to a massive audience of potential customers and benefit from Amazon's reputation and trustworthiness. To make the most of the Amazon Marketplace, it's important to optimize your product listings and take advantage of Amazon's advertising and promotional tools.


This Amazon SEO guide provides you with a roadmap to understanding and executing the key tactics that drive search rankings on the platform. From researching and integrating relevant keywords to encouraging positive customer reviews, each strategy plays a pivotal role. By consistently applying these techniques, you can improve search discovery and position your products front and center in the eyes of eager shoppers.

Remember, SEO on Amazon is an ongoing process that demands attention and adaptation as market dynamics evolve. Stay vigilant, keep optimizing, and use the insights you've gained to stay one step ahead of the competition. Best of luck on your Amazon selling journey!

Frequently Asked Questions

What is Amazon SEO strategy?

Amazon SEO strategy involves optimizing your product listings to improve your visibility and increase sales. This includes optimizing your product title, description, bullet points, keywords, and images. You should also focus on getting positive reviews, optimizing your pricing strategy, and using Amazon's advertising tools to drive more traffic to your listings.

How do I improve my Amazon SEO listing?

To improve your Amazon SEO listing, you need to optimize your product title, description, bullet points, keywords, and images. You should also focus on getting positive reviews, optimizing your pricing strategy, and using Amazon's advertising tools to drive more traffic to your listings. Additionally, you should monitor your product's performance and make adjustments as needed to improve its ranking and visibility.

How does the Amazon SEO algorithm work and affect product visibility?

The Amazon SEO algorithm works by analyzing various factors such as keywords, relevance, sales history, pricing, and customer reviews to determine the ranking of a product listing. The higher the ranking, the more visible the product will be to customers. By optimizing your product listings and following Amazon's best practices, you can improve your product's ranking and visibility, which will increase your sales.

What are the key factors in Amazon product listing optimization?

The key factors in Amazon product listing optimization include your product title, description, bullet points, keywords, and images. You should also focus on getting positive reviews, optimizing your pricing strategy, and using Amazon's advertising tools to drive more traffic to your listings. Additionally, you should monitor your product's performance and make adjustments as needed to improve its ranking and visibility.

How to do SEO for an Amazon seller account?

To do SEO for your Amazon seller account, you need to optimize your product listings and follow Amazon's best practices. This includes optimizing your product title, description, bullet points, keywords, and images. You should also focus on getting positive reviews, optimizing your pricing strategy, and using Amazon's advertising tools to drive more traffic to your listings. Additionally, you should monitor your product's performance and make adjustments as needed to improve its ranking and visibility.