Amazon SEO Basics

In our first article on the topic of Amazon SEO, we first deal with the absolute basics that are necessary for the successful sale of products on Amazon and at the same time the prerequisite for further Amazon optimization . In order to be on the road to success right from the start, Amazon listing optimization should not be missing. We will explain to you how to do this using 6 relevance factors .

Why should I sell on Amazon?

It is no longer a secret that Amazon accounts for around 27% of e-commerce sales in Germany and that Google has now been relegated to second place when searching for products.
It is therefore actually essential to be present on Amazon, especially for manufacturers and retailers who are not yet big players in their categories or markets. The challenge, however, is: How can you assert yourself and ensure maximum visibility for your products, with over 229 million items on the German marketplace alone?
According to PaulSourcing, the good news is that many product pages are not yet optimized or are insufficiently optimized, so just by taking the most important Amazon SEO basics into account, you can gain an enormous competitive advantage.

SEO Basics: The difference between Google and Amazon

The search intention differs significantly on the two major platforms: People generally search for general information and problem solutions on Google. On Amazon, on the other hand, users have much more precise ideas and, above all, a concrete purchase intention. Here, retailers then have to attract their potential customers with optimized Amazon listings.

An example:

Google Search: Which is the best action cam for underwater photography? > informative

Amazon: GoPro Hero 7 Underwater > transactional

Optimize Amazon ranking: relevance factors vs. performance factors

As much as the search intent on Google and Amazon differs , there are still some similarities. For both search engines, the first 3 to 5 hits receive the most clicks and only a few users go beyond the first search results page (“SERP”).

In addition, like Google, Amazon also has an algorithm active in the background that decides the ranking of the individual products. The so-called A9 Amazon algorithm assesses how well content or products match the user’s search query based on relevance factors and performance factors (you can find everything you need to know about these in our article: ” Amazon SEO Basics: The performance factors “) . In this article we will show you how to influence the relevance factors in your favor.

Optimize your Amazon listing: 6 steps to success

1. The product title as the most important relevance factor of the Amazon listing

The challenge when formulating a title is to accommodate as many relevant search terms and product features as possible within the limited number of characters and to make the whole thing easy to read so that the information can be captured quickly. In addition to the brand name, the product name and the 2 to 3 main keywords for the product, it is recommended to specify a specific application, special product features as well as size and color. Even if up to 200 characters are generally available, the available space should not be used because in the Amazon app for smartphones, for example, only 60 to 70 characters are displayed on the search results pages. In addition, due to Amazon specifications, titles with up to 80 characters are preferred in the ranking.

2. Amazon Product Optimization: Bulletpoints or Attributes

Sellers have the option of specifying up to 5 key points, each with up to 250 characters, which go into more detail about the product features, some of which have already been mentioned in the title. The main focus here is on the more technical properties of the product. However , you should make sure to translate the technical features as well as possible for the customer and show to what extent the product can improve the customer’s everyday life. The most important keywords or search terms that did not find a place in the title should also be included within the bulletpoints .

3. Optimize the Amazon listing with a good product description

In contrast to the bullet points, this can be a little more detailed due to the up to 2000 characters. Here you can look at the product features from a different perspective and also introduce your brand. Since the description is displayed above the bullet points on mobile devices , it also makes sense to summarize the information from the attributes again. For optimal reading flow, you should also use HTML tags for structuring. Additional keywords that could help the product to be found should also be used here, although it should be noted that the description has less relevance for the ranking on Amazon than the title and bullet points . For registered Amazon brands, it is alternatively possible to insert so-called EBC (Enhanced Brand Content , also A+ Content ) instead of the product description.

4. Product images as an important conversion factor

What is important for the search is the main image that is displayed on the search results page and should, if possible, stand out from the  Amazon product images  of the competition. Unfortunately, the options for retailers are relatively limited here, as Amazon’s guidelines only allow the pure product to be shown on a white background . Many retailers do not adhere to this and make the best possible use of the main image as advertising space, but it can be assumed that Amazon will enforce compliance with the guidelines more strongly in the future and such listings will then be penalized with a poor ranking. However, there are hardly any restrictions on the additional up to 9 images that the user sees after clicking on the search result . What is important here is that, in addition to as many detailed images as possible, the complete scope of delivery is also shown and the product can also be seen “in action”.

5. Amazon optimization with search terms (backend keywords) and general keywords

Additional keywords can be stored in the backend that are helpful for finding the product. These cannot be seen by the user, but are only taken into account for the search. Alternative spellings, synonyms and typical misspellings are usually entered here, or terms that no longer find a place in the product texts.

6. Also important: selection of category and further details

Finally, one area that is usually given little importance is category. Many retailers tend to classify their products in categories with little competition in order to get the coveted bestseller batch as quickly and easily as possible. However, this approach is not recommended. Particularly for products with many features and high filter requirements on the customer side, your product is removed from the corresponding category-specific filter options. In order to improve the user experience when filtering and to legally gain a competitive advantage, you should also fill out the fields under “More details” in the backend as completely and carefully as possible.

Conclusion and outlook: Optimize your Amazon listing with simple but effective means

By taking these 6 Amazon SEO factors into account, the course is set for successful and sustainable selling on the Amazon marketplace. If the performance factors also send the right signals to the Amazon algorithm, improved rankings for your products will not be long in coming.

Amazon SEO Basics