Amazon SEO

Amazon SEO - How to rank your product listings organically?

One of the greatest advantages of selling on Amazon is that it has millions of buyers searching for different products every day. Most of these buyers are making a purchase from the first page of the search result and don't even visit the second page.

Surely you can run ads and appear on the first page for the specific keywords, but being able to rank organically can create a stable sales flow without spending on the advertising.

In this article, I will explain the key aspects of search engine optimization on Amazon and how the A9 algorithm works. As well as, provide you with knowledge and tools which will help you to rank better and achieve more visibility for your products.

What is A9 algorithm?

A9 is an Amazon search algorithm and it decides which product to show for the specific keywords. Using the data from the hundreds of thousands of queries that people have already made, A9 algorithm is able to understand and recommend products which are more likely to convert. is a subsidiary of Amazon that develops search engine and search advertising technology.

Understanding how the algorithm works means you can rank highly on Amazon search pages.

The Amazon A9 algorithm begins with crawling your product page and understanding what you sell. Therefore, to build an optimized listing which ranks, you should mind the following criteria:

1. Place your product in the right category

First things first, before creating a product listing choose the right category. For example, when you are looking for the ''notebook'', Amazon A9 will show you products which are placed in the ''Stationery & Office Supplies'', knowing that this particular keyword is related to this specific category.

Some sellers make mistake by placing a product in the wrong category, therefore they lose a lot when it comes to product visibility. To avoid this, look at the categories your competitors are placing their products. You can always find this information at the bottom of the product listing:

2. Keywords for Amazon SEO

Keywords are one of the main factors Amazon looks for in determining relevance to search queries and therefore setting rankings on its result pages.

Practically speaking, you should add keywords in the backend of the product listings, it is allowed to add a maximum of 250 characters, which is approximately 30-50 keywords. Based on our experience, 3-10 keywords are generating 90% of sales.

To get started with the Amazon keyword research I would suggest you get additional suggestions by going to (be sure to log out of your account first and clear your cache to avoid any suggestions based on previous search history).

Suggestions for the long-term keywords usually have a high search volume as well. So, choose ones which are relevant to you and implement it in your listings.

Use tools for keyword research

For more advanced research, it is recommended to use tools to find out search volumes and potential keywords.

Sonar tool -is one of them, which is a free but limited tool.

Using more advanced tools like or Merhant Words will give you an idea of the approximate number of monthly searches and potential long term keywords.

To implement your keywords into the backend of product listings. Copy the keywords with the highest volume and relevancy for your product, delete the duplicate words (if the is any), and paste them as one sentence in the backend field.

It is important to note, that these tools are not 100% exact on the search volumes, therefore it is suggested to use different tools to get an overview from the different software perspectives.

Another tip is to use Google Keyword Planner if you have Google Ads account and search for the keywords there. Amazon has a really strong presence on Google search pages and sellers can increase their product rankings by optimizing them for both Amazon A9 and Google Search Engines.

One more thing to notice about the back end keywords, is that once you change it, you might loose your current ranking. Since Amazon gives you a new chance to prove that you can sell for this specific keywords and that is relevant to your product.

Based on the keywords you should build Title, Bullet Points and Description.

3. Title

The title is one of the strongest factors when it comes to on-page content relevancy. As well as, title is one of the factors which generates CTRs and should be attractive, informative and include keywords at the same time.

Some sellers are stuffing their keywords in the title which makes listing looks unprofessional.

The best practice is to make the same order of the keywords in the backend as in the title, and at the same time it should sound natural, which sometimes might be pretty hard to implement.

Here is a tip of what perfect title should include:


• Product line.

• Material or key feature.

• Product type.

• Color.

• Size.

• Packaging/Quantity.

Titles in organic results typically should be between 115-144 characters depending on the product/category.

Titles in right rail ads show around 30-33 characters and mobile titles have between 55-63 characters.

Here you can see how titles are displayed in the organic search on the phone:

4. Bullet points

Any further relevant keywords that did not fit into title can be placed in the bullet points and description. However, make sure it doesn’t disturb your content and conversion rate.

Bullet points don't directly impact your rank, but it is a great opportunity to influence factors such as conversion rate and product relevance.

But why do we speak about bullet points in this article if they are not affecting ranking directly? Because one of the most important factors for Amazon SEO is a conversion rate, and if you have many CTRs to your listings, but no conversions, Amazon will identify that product has a low relevancy to the specific keywords, and it will bring listing down in the search pages.

And when it comes to the relevancy factor, Amazon A9 still will index words in the bullet points and description and see if they are relevant to the backend keywords and title.

Bullets points of your listing are an opportunity to present the features and benefits of your product. And it should address how it can solve a problem of your customers.

You can have only 5 bullet points, each maximum of 500 characters.

5. Description

Description and the bullet points go hand in hand, and it is recommended to place remaining keywords in these sections.

For the description, work hard to make the copy readable, natural and convincing from a pure sales standpoint.

If you are registered for the Brand Registry, you will have an option to create Enhanced Brand Content (EBC), which usually generates higher conversions for the products:

6.Customer Reviews

Amazon focuses on providing the best customer experience for the buyers, therefore product reviews is an incredibly important factor for the Amazon SEO and conversion rate.

One negative review can drop your listing in the search pages, the same as positive reviews can boost it up.

Amazon scans reviews for keywords, which means that the reviews themselves play into the overall SEO product ranking in Amazon’s algorithm.

When launching a product, review strategy is an integral part of each and every successful Amazon seller.

The more reviews you have, the more likely it is that you'll show up in Amazon's search engine. Not only that, but people can do search by review rating. Amazon allows customers to search for items by Average Customer Review and this is one of the most prominent and commonly used filters on the site.

Another aspect where reviews really make an impact, is by influencing customer purchase behavior.

Conversions and Amazon SEO

As it was mentioned before, If you have too many CTRs but no conversions, you might lose ranking. So no matter how good your keywords, title, and reviews are, if the customers do not buy your products, or maybe you rank for the wrong and not relevant keywords, in this case, you migh losese your ranking over the time.

Under the Reports -> Business Reports, in the seller central, you can always track conversion rates for each product:

A/B testings are one of the ways how you can understand what converts better for your product. Splitly is a great tool which allows you to track the results of it.

Besides all above mentioned, images have a huge impact on the conversions.

High quality images

One of the key components to your Amazon listing is the imagery. And when it comes to optimizing your product photos, you’ll need to think about the context in which they’re viewed.

First, follow the Amazon technical images requirement. Images should be at least 1000 pixels in either width or height, The product should fill 85% of the frame, etc.

The main image is the one which generates CTRs since it is seen in the search pages. It should not have any distractive elements and should clearly represent the photo.

But when it comes pictures on the product listings, text or manuals in the photos might generate higher sales. You can see an example here:

Professional photographer is advised when it comes to the product images.

How to track your organic ranking

You can track rank position of your product in the category. To do this, download Helium extension which is free.

When you will visit each of the product, you can see a chart underneath which will show position of rank in your category.

Simple as that, low number of the rank represents higher sales.

If you would like to track your ranking for the specific keywords - Sellics tool has this feature.


In summary, to build optimized listings, you should work on finding the most relevant keywords with the highest volume, build listing based on them. Be creative and informative to describe your product benefits and how it can solve a customer problem. Have outstanding images and get positive reviews.

All this requires a lot of work and deep research, and if there are low conversion rate, try to do it differently and understand your potential customers better.

Just because you have optimized your listings once doesn’t mean the work is finished. Optimization is an ongoing process and will require going through the cycle of optimizing, analyzing and repeating.

At INNELS we help companies to create a successful SEO strategy and implement it in the way that it can beat the competition. Experienced with using different tools, implementation of our SEO strategies can create a stable sales flow for your products.

Let us know what do you think about Amazon SEO and what have you experienced in the comment section bellow: