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Amazon SEO in 2020: A must-have eCommerce strategy

Amazon is on the right track to dominate the online retail space with its presence. And it is high time to take Amazon seriously! With an increasing number of Amazon searches every day, it has become the search engine for eCommerce businesses.

As in any other business online, ranking on coveted top position is equally important in Amazon too. This is where Amazon SEO comes into the picture.

Amazon Search Engine Optimization is the procedure of optimizing the product listings on Amazon, to rank higher in the search results for the desired keywords.

Amazon’s Search Engine Ranking Algorithm– A9

Amazon’s A9 Algorithm is the technique that decides how products are ranked in search results. It is fairly similar to the Google algorithm except for a few key differences.

A9 ranks product listings based on these two primary factors:

  1. Importance of keywords: Keywords being an important ranking factor in Amazon, A9 closely observes to look for relevance between the customer’s search query and the product listing.
  2. Strong sales conversion rate: A strong sales conversion rate helps rank higher. It is so because the performance of the product, customer feedback, ratings, etc. hold a great value to A9.

With Amazon’s guidelines frequently changing, it is easier said than done. Staying up to date with the product listings will make sure that you rank well as well as not get banned.

Types of Product Listings on Amazon

Amazon SERPs have two types of listings:

  1. Organic listings
  2. Sponsored listings
Types of product listing

Whenever a user enters a search query, a search results page will be displayed listing both the organic and sponsored listings.

Organic listings are the ones that are displayed naturally on the search results page. Amazon’s A9 algorithm identifies these product listings as most relevant based on the keywords in the search query.

Sponsored listings are placed above the organic listings and have a ‘Sponsored’ tag associated with them. These are the product listings uplifted due to being advertised by the sellers. Sponsored listings are based on the PPC model to gain visibility to the advertised products.

Pre-optimization – Things to do

The pre-optimization stage includes proper research and structuring before you set about optimizing the content of your product listings.

It is important to have all the data beforehand and you can then chalk out your Amazon content strategy based on it.

Competitor Analysis

Before you build your product listings, it is recommended to conduct an in-depth assessment of your competitors’ store pages and product listings. This will help you gauge the target market and thereby enhance your strategy.

Here’s how you can conduct competitor analysis –

  • Identify your Amazon competitors
  • Audit various on-page components on the product listing – product title, product description, feature bullets, etc.
  • Check competitors’ reviews and ratings
  • Analyze your competitors’ branding strategy
  • Research competitors’ targeted keywords
  • Check competitors’ Store and category pages
  • Evaluate competitors’ pricing strategy

Researching on the above will give you a head start to build your strategy to help you rank organically.

Keyword research

As we know keyword relevance is of great importance for Amazon’s A9 algorithm. So, you need to make sure that you find the right keywords to optimize your product listings.

Here are some ways you can do that:

  • Look for the keyword suggestions when you type into Amazon Search Bar
Amazon Search Bar
  • Analyze the keywords you rank high on Google
  • Research the keywords competitors are ranking for
  • Use Keyword tools to perform complete keyword research. Some popular keyword tools are:
  • With a perfect Amazon keyword research strategy, you’ll make product listings more relevant, thereby ranking higher in the SERPs.

    Amazon SEO: Amazon Product Listing optimization

    Once you have the competition analysis and keyword research in place, it is now time to get your hand down and dirty with the on-page optimization.

    For ease of understanding, we have broken down the various aspects of Amazon product listing into parts and be familiar with its best practices.

    However, please note that the Amazon product listing guidelines keep updating from time to time, so it is important to stay informed.

    Amazon Product Title

    Amazon product title is one of the most important ranking factors. Following are some best practices to have an optimized product title:

  • Use primary keywords within the recommended character length
  • Include brand details, dimensions, color, size, quantity, etc.
  • Do not use all block letters
  • Refrain from using special characters
  • Avoid keyword stuffing
Avoid Stuffing

Amazon Description Bullets

Product Description bullets are where you can give a complete overview of your product. Following are some best practices to optimize feature bullets area:

  • Add key features of your products
  • Include your secondary keyword with the bullet points
  • Write in fragments and keep the bullets concise
  • Make sure all the five bullets are utilized within the defined character limit

Amazon Product Images

Images have a great impact during the decision-making phase of purchase. Though images aren’t a ranking factor in Amazon SEO, it is important to have rich images, completely justifying your product. Following are some best practices to have optimized product images:

  • Ensure the usage of high-quality images
  • Add images from different angles
  • Make sure all images slots are being utilized
  • Ensure the product is on white background
  • Check if all the Amazon product image requirements are met

Amazon Product Description

The product description is the segment at the end of the page wherein you can elaborate on the details about your product. Generally, it’s a text-based section but if your brand has been enrolled in the Amazon Brand Registry, you can create a visually appealing description with the Enhanced Brand Content. Here are some guidelines to write a captivating product description:

  • Mention your product’s USPs
  • Elaborate the product features – size, dimensions, quantity, etc.
  • Tell your brand’s story
  • Utilize rich media formats using A+ Content
  • Use call-to-action
Amazon Product Description

Amazon Product Price

When it comes to selling on Amazon, pricing is a very important factor. So, it is necessary to have competitive pricing in order to land more sales. It is difficult to pin on a price and decide that it is the right one.

You can A/B test different pricings and see which of them drives more conversions. This will help you find an optimal price for your product.

Backend Keywords

Backend keywords can be accessed through Amazon Seller Account’s dashboard. You can add your primary keyword in here and keep a tab of whether they are indexed or not. You can keep updating the keywords based on your observations. Here are some guidelines to add backend keywords:

  • Amazon currently allows a certain character-limit for each keyword and you can add up to 5 such keywords
  • Include variations and synonyms of a keyword
  • Avoid using conjunctions and prepositions
  • Add keywords in the most logical order

Product Reviews and Ratings

It is obvious that the product with many reviews will be ranked higher in the SERP. Hence, to gain that visibility, it is necessary to get more reviews on your products. To get more reviews on your product you can:

  • Get reviews organically by providing the best user experience
  • Follow up with your customers via email campaigns
  • Encourage your audience to drop your review on your products via social media
  • Reach out to the esteemed reviewers for their insightful review


Amazon Store Page

Amazon store page also knows as Amazon Storefront aims at providing rich experience instead of monotonous product listings. With Amazon Store builder you can curate a store and tell your brand story by giving it a personal touch. Store is one such enhanced feature available for sellers enrolled in the Amazon Brand Registry.

Creating a store will help drive user engagement and is a creative way to popularize your brand amongst Amazon audiences.

Making Products FBA Eligible


FBA (Fulfillment by Amazon) is a service offered by Amazon to its sellers, whereby they can send their inventory in bulk to the Amazon FBA warehouses and let Amazon handle the picking, packing and shipping of the products to the customers.

A newbie Amazon seller should opt for this service as it eliminates all the logistics details, making selling on Amazon a breeze.


Selling your product should be the overriding objective when optimizing your Amazon product listings. Shoppers wouldn’t be seeing more than a couple of listings before they buy something off Amazon. So, it is necessary to combine and utilize all the above-mentioned factors to deliver a rich, optimized product leading to a successful Amazon SEO strategy.


Want to get your Amazon SEO strategy reviewed? Request a free audit now!