Amazon SEO Optimization: How to improve your ranking on Amazon

Amazon is now the largest online sales platform in the world. However, with millions of products and sellers, it is not easy to stand out in this huge marketplace.

The best way to highlight your own product is to place it on the first page of search results. But how does that work? This is where Amazon SEO optimization comes into play.

Amazon is no longer just a shopping world. It has become a search engine. Nowadays, over 60% of users start their product search on Amazon. Amazon has thus outranked Google in this respect.

It is therefore only logical to optimize your listings for the search engine Amazon. Today we will show you how to approach Amazon SEO optimization and maximize visibility!

How does the Amazon algorithm work?

When you search for something on Amazon, you will receive a series of product suggestions, both organic and sponsored. This is called SERP, which stands for Search Engine Result Page.

The goal of your Amazon SEO optimization is to rank as high as possible, just like with "regular" SEO optimization. Otherwise, you will have difficulties attracting the attention of potential customers.

Before we talk about specific measures, you need to understand how the algorithm works that determines the order of the SERP. Without this understanding, your Amazon SEO optimization will not achieve the success you desire.

The Amazon algorithm works according to a slightly different scheme than the classic search engine Google. Google ranks search results solely based on relevance to the search query.

Amazon works a bit differently in this regard. The relevance to the search query naturally plays a role. However, the performance of the seller and the product also comes into play.

At this point, you also need to understand why this is important. While a Google search is often unspecific and related to a topic, often without a specific purchase intent, it is different on Amazon. Here, most users already have a specific purchase intent and are looking for the right product.

Amazon's stated goal is to provide its customers with the best shopping experience. This is also how the algorithm works. The combination of relevance and good performance are the driving factors for a successful Amazon SEO optimization.

Only when the Amazon algorithm believes that your product will truly help the customer, it will be prominently featured. This way, Amazon will live up to its own claim of providing its customers with the best experience.

What needs to be done now?

Before you start with Amazon SEO optimization, it is important for you to know which factors influence the ranking in the SERPs. We have listed the most important ones for you here, including important tips on how to improve your listings with them.

Factors that influence Amazon ranking

As already mentioned, there are two categories of criteria that are important for your Amazon SEO optimization: Relevance and Performance. Below you will find important points from both categories that are crucial for your Amazon SEO optimization.

Translation Just like in any search engine optimization, keywords also play a crucial role in Amazon SEO optimization. A good keyword research is the key to a successful Amazon SEO optimization. This way, the algorithm can determine if your product is relevant to a search query.

Here you also need to consider the hierarchy of keyword placements among each other. The highest relevance is given to the product title and the backend keywords. Following are the bullet points and the product description.

So, place your most important and relevant keywords for the product in the title and backend keywords. The less relevant ones should then go in the bullet points and product description.

Product description: While the product description may not be as relevant for your Amazon SEO optimization as other text placements, you should not underestimate its importance. Place your keywords here and ensure high information density. This way, you can increase your relevance, especially for long-term queries.

Make it appealing and include all important information about your product. It's best to also make full use of the 2000-character limit.

If you also use A+ content, still write a product description. Because for Amazon SEO optimization, A+ content is not relevant! The Amazon algorithm reads and evaluates the product description despite the lack of visibility to the customer.

Customer reviews: Customer reviews have a significant impact on the Amazon ranking. The more positive reviews your product has, the more likely it is to have a high ranking in the search results.

So you should make use of all possible ways to get reviews. For example, include a leaflet with the product asking for a review or participate in the Vine program. But be sure not to violate the terms of service.

Price: Price is another important factor. Amazon prefers products with a competitive price. At the same time, this leads to a higher click-through rate, which positively impacts your performance. However, it is important not to set the price too low to avoid losses.

Product images: Product images are another factor in the performance category. Especially for lower-priced products, they are crucial for a successful conversion. Pay special attention to high-quality images.

Shipping: The shipping time is also an important performance factor for ranking. Amazon particularly favors sellers who use FBA (Fulfillment by Amazon) for their products. But even if you ship yourself, you should ensure short delivery times and fast customer service. Another option is to use a fulfiller that is qualified for Prime by Seller.

Other factors: Of course, the previous list is not exhaustive. The factors that can influence your ranking through good Amazon SEO optimization are even more diverse.

We have mentioned the most important ones to you so far. The following ones may be less relevant, but still have an impact in conjunction with other factors.

If you have your own brand, you should register it in the Brand Registry. It is important to have good availability of your product. This doesn't just mean having stock, but depending on the sales rate, it can also mean having a high level of stock. Make sure to avoid periods with low or even no stock at all!

If you handle the shipping yourself, it's better to set your price slightly higher and offer your product with free shipping. Amazon tends to penalize additional costs. Badges such as "Bestseller" or "Climate Pledge Friendly" also have a positive impact on your Amazon SEO optimization.

The interaction with Amazon Ads

The "classic" SEO optimization, which is oriented towards Google, primarily focuses on the organic positions in the SERP. Ads also do not have an impact on the organic rankings in this context.

However, it's a different story on Amazon. The keywords that you have researched for your Amazon SEO optimization, you will surely want to push with ads as well. Because the performance also affects your organic ranking.

So if you achieve many sales on a keyword in your title, your organic ranking will also improve. Good Amazon SEO optimization goes hand in hand with good ads performance.

Conclusion: It is not possible without Amazon SEO optimization.

A good Amazon SEO optimization is an important factor when it comes to increasing the visibility of your products on the platform. By using relevant keywords, providing high-quality product images, collecting customer reviews, or offering a competitive price.

The measures are numerous and important in order to stay one step ahead of the competition. Especially since sales on Amazon have become increasingly professionalized in recent years, this has gained importance and is not getting any easier.

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