Ecommerce Marketing
Top Amazon SEO Techniques to Skyrocket Your Product Visibility
Selling on Amazon is like opening a store in the world’s largest shopping mall. With millions of potential customers, the possibilities are endless—but so is the competition. To succeed, your products need to be seen, and that’s where Amazon SEO comes in. If you’re wondering how to make your products stand out in Amazon’s vast marketplace, this guide is for you.
In this comprehensive guide, we’ll walk you through everything you need to know about Amazon SEO—from understanding the basics of Amazon’s A9 algorithm to optimising your product listings for maximum visibility. Whether you’re a seasoned seller or just starting, these tips will help you climb the search rankings and boost your sales.
Key Topics
Understanding Amazon’s A9 Algorithm
Before diving into specific strategies, it’s crucial to understand the engine driving Amazon’s search results—the A9 algorithm. Amazon’s A9 algorithm is the system that determines how products are ranked in search results.
Unlike Google’s search engine, which focuses on information retrieval, Amazon’s algorithm is all about sales. Amazon’s primary goal is to connect customers with products they are most likely to buy.
Key Factors Influencing the A9 Algorithm
- Relevance: Amazon needs to determine whether your product is relevant to the customer’s search query. Keywords play a massive role here—Amazon scans your product title, description, bullet points, and backend keywords to decide if your listing matches the search.
- Performance: Performance metrics are equally important. Amazon wants to push products that are proven to sell well. Metrics like click-through rate (CTR), conversion rate, and sales history significantly influence where your product appears in search results.
- Customer Satisfaction: Amazon prioritises customer experience. High ratings, positive reviews, and low return rates tell Amazon that your product is making customers happy, which in turn boosts your ranking.
Keyword Research for Amazon
Just like with traditional SEO, keyword research is the foundation of Amazon SEO. But there’s a twist—Amazon keywords are more transactional than informational. Customers on Amazon are ready to buy, so your keywords should align with their purchase intent.
How to Identify the Right Keywords
- Amazon’s Search Bar Autocomplete: A simple yet powerful tool for keyword research is Amazon’s own search bar. Start typing in a product-related term, and Amazon will suggest popular searches. These suggestions are gold because they reflect what customers are actually looking for.
- Competitor Analysis: Look at the top-selling products in your category. What keywords are they using in their titles, bullet points, and descriptions? Tools like Helium 10 or Jungle Scout can help you dissect competitor listings to uncover their keyword strategies.
- Third-Party Tools: Utilise tools like Helium 10, Jungle Scout, or Sonar to expand your keyword list. These tools can provide valuable data on keyword search volume, competition, and trends.
- Long-Tail Keywords: Don’t overlook long-tail keywords—those longer, more specific phrases. For example, instead of just “water bottle,” try targeting “stainless steel insulated water bottle.” These keywords often have less competition and can attract more targeted traffic.
Optimising Product Titles
Your product title is the first thing customers see—and it’s a major factor in Amazon SEO. A well-crafted title not only grabs attention but also signals to Amazon’s algorithm that your product is relevant to search queries.
How to Create Compelling Product Titles
- Keyword Placement: Include your most important keywords at the beginning of the title. Amazon gives more weight to words that appear early in the title.
- Brand Name: Start with your brand name if it’s well-known or has a strong following. This helps build brand recognition and trust.
- Product Specifics: Incorporate key product details—such as size, colour, material, and quantity. Be specific and clear about what the customer is buying.
- Avoid Keyword Stuffing: While it’s tempting to cram as many keywords as possible, resist the urge. Your title should be easy to read and understand. Keyword stuffing can make your title look spammy and off-putting to customers.
- Use Title Case: Capitalise the first letter of each major word to make your title more visually appealing and easier to read.
Example of an Optimised Title:
“Hydro Flask 32 oz Stainless Steel Insulated Water Bottle with Straw Lid – BPA Free, Keeps Drinks Cold for 24 Hours”
This title includes the brand name, key features (32 oz, stainless steel, insulated, straw lid), and crucial keywords—all while remaining clear and concise.
Crafting Bullet Points and Product Descriptions
Once the customer clicks on your product, your bullet points and product description need to seal the deal. These sections are your chance to highlight the product’s features and benefits while integrating keywords to improve your Amazon SEO.
Example of Optimised Bullet Points
- Durable and Long-Lasting: Made from high-quality stainless steel, this water bottle is built to withstand daily wear and tear.
- Temperature Control: Keeps your drinks cold for up to 24 hours, perfect for staying hydrated on the go.
- Convenient Straw Lid: Features a built-in straw lid for easy sipping without spilling.
- Eco-Friendly and BPA-Free: Safe for you and the environment.
- Portable Design: Fits most car cup holders, making it ideal for travel and outdoor activities.
How to Write an SEO-Friendly Product Description
Your product description provides more space to delve into details about your product. This is where you can tell the story behind the product, explain its uses, and persuade the customer to buy.
- Start with a Hook: The first few sentences should grab the reader’s attention. Highlight the main benefit or unique feature that makes your product stand out.
- Integrate Keywords Thoughtfully: Use your primary and secondary keywords throughout the description, but ensure the text reads naturally. The goal is to blend SEO with a compelling narrative.
- Include a Call to Action: End your description with a strong call to action (CTA), encouraging customers to purchase your product now.
- Break Up the Text: Use short paragraphs, bullet points, or subheadings to make the description easier to read. Large blocks of text can be overwhelming.
- Appeal to the Customer’s Emotions: Connect with the customer by addressing their pain points or desires. How will your product make their life better?
Example of an Optimised Product Description:
“Say goodbye to lukewarm water and hello to refreshing hydration with the Hydro Flask 32 oz Stainless Steel Insulated Water Bottle. Whether you’re hitting the gym, hiking in the mountains, or simply going about your day, this bottle is your perfect companion. Made from premium stainless steel, it’s durable enough to keep up with your active lifestyle, while the innovative insulation technology keeps your drinks cold for up to 24 hours. Plus, the convenient straw lid makes sipping on the go a breeze—no more spills or mess. Eco-friendly and BPA-free, this bottle is safe for you and the environment. Stay hydrated, stay active, and enjoy every sip with Hydro Flask.”
Mastering Backend Keywords
Backend keywords are the hidden gems of Amazon SEO. These are keywords that aren’t visible to customers but are indexed by Amazon to help your product rank for additional search terms.
How to Choose and Structure Backend Keywords
- Include Relevant Variations: Use backend keywords to include variations and synonyms of your primary keywords. For example, if your product is a “water bottle,” include terms like “hydration flask,” “sports bottle,” and “drink container.”
- Avoid Duplicates: Don’t repeat keywords that are already in your title, bullet points, or description. Amazon won’t give you extra credit for repetition.
- Use All Available Space: Amazon allows up to 250 bytes for backend keywords. Make the most of this space by separating each keyword with a space, not a comma, to maximise the number of keywords you can fit.
- Include Misspellings: Add common misspellings of your keywords. Many customers make typos when searching, and this can help you capture those searches.
- Don’t Include Brand Names: Unless you have permission, avoid using competitor brand names in your backend keywords. Amazon’s policies prohibit this, and it can result in penalties.
Example of Optimised Backend Keywords:
“hydration flask sports bottle drink container insulated flask portable water bottle reusable bottle stainless steel thermos”
Optimising Product Images and Videos
Images and videos aren’t just about aesthetics—they’re crucial for conversion rates and Amazon SEO. High-quality visuals can significantly impact a customer’s decision to purchase, which in turn influences your product’s performance metrics.
How to Optimise Product Images
- High Resolution: Amazon recommends images that are at least 1000 pixels on the longest side. This allows for the zoom feature, which can improve customer trust and engagement.
- Show Multiple Angles: Include images that show the product from different angles, along with close-ups of key features. This gives customers a better sense of what they’re buying.
- Include Lifestyle Shots: Lifestyle images show the product in use. They help customers imagine the product in their own lives, making them more likely to buy.
- Use a White Background: Amazon requires the main image to have a pure white background (RGB 255,255,255) with no additional text, graphics, or watermarks.
- Optimise File Names: Use descriptive, keyword-rich file names for your images before uploading them. For example, “stainless-steel-water-bottle-32oz.jpg” is better than “IMG12345.jpg”.
How to Leverage Videos for SEO
- Product Demos: Create a short video demonstrating how your product is used. This can be particularly effective for products with features that are hard to convey through images alone.
- Customer Testimonials: Videos featuring customer testimonials can build trust and provide social proof. They can also boost your product’s credibility.
- Highlight Key Features: Use videos to highlight the unique features of your product. This is your chance to visually showcase what makes your product stand out from the competition.
- Include a Strong CTA: End your video with a clear call to action, encouraging viewers to add the product to their cart.
Customer Reviews and Ratings
Customer reviews and ratings are among the most influential factors in Amazon’s ranking algorithm. Products with high ratings and numerous positive reviews are more likely to rank higher and convert better.
How to Generate Positive Reviews
- Provide Excellent Customer Service: Happy customers are more likely to leave positive reviews. Be responsive to customer enquiries and address any issues promptly.
- Follow Up with Customers: After a purchase, send a polite follow-up email thanking the customer and asking for feedback. Be careful to follow Amazon’s guidelines—don’t ask specifically for positive reviews or offer incentives.
- Enrol in Amazon’s Early Reviewer Programme: This programme encourages customers who have purchased your product to leave a review, helping you build up initial reviews for new products.
- Use Product Inserts: Include a small card in your packaging asking customers to leave a review. Again, ensure that your request complies with Amazon’s guidelines.
How to Manage Negative Reviews
- Respond Professionally: If you receive a negative review, respond professionally and offer a solution. This shows other potential customers that you care about customer satisfaction.
- Learn from Feedback: Use negative reviews as an opportunity to improve your product or service. Consistently low ratings in a particular area could indicate a problem that needs addressing.
- Report Inappropriate Reviews: If a review violates Amazon’s guidelines, you can report it for removal. However, only report reviews that genuinely break the rules—abusing this feature can hurt your seller account.
Pricing Strategies for Amazon SEO
Pricing is another crucial element of Amazon SEO. Competitive pricing can improve your conversion rate and sales velocity, both of which positively impact your ranking.
How to Implement Competitive Pricing
- Monitor Competitors: Regularly check the prices of similar products on Amazon. Use tools like Keepa or CamelCamelCamel to track price changes over time.
- Use Amazon’s Pricing Tools: Amazon offers automated pricing tools that adjust your prices based on competition, ensuring you remain competitive without constantly monitoring prices manually.
- Consider Dynamic Pricing: Dynamic pricing involves adjusting prices based on factors like demand, time of day, and competitor pricing. This strategy can help you maximise profits while staying competitive.
- Price Testing: Conduct A/B testing with different price points to see which price yields the highest conversion rate. Amazon’s Business Reports can provide insights into how price changes affect sales.
Utilising Enhanced Brand Content (EBC) and A+ Content
Enhanced Brand Content (EBC) and A+ Content are powerful tools for brand-registered sellers to differentiate their products and improve conversion rates. These features allow you to add rich media and detailed product information, enhancing the shopping experience.
Best Practices for EBC/A+ Content
- Tell Your Brand Story: Use EBC/A+ Content to tell your brand’s story and build a connection with customers. This is especially effective for building brand loyalty.
- Highlight Product Features: Use comparison charts, feature highlights, and infographics to showcase what makes your product unique. This helps customers make informed decisions.
- Incorporate Keywords: While EBC/A+ Content doesn’t directly impact Amazon’s search rankings, including relevant keywords can still help with on-page SEO and visibility within Amazon.
- Use High-Quality Images and Videos: Invest in professional photography and videography for your EBC/A+ Content. High-quality visuals can significantly boost perceived value and customer trust.
Example of Effective EBC/A+ Content
A brand selling premium kitchen knives could use A+ Content to include a comparison chart of different knife types, infographics on how to care for the knives, and a video demonstrating the knives in use. This not only educates the customer but also reinforces the product’s value.
Tracking and Analysing Performance
To continually improve your Amazon SEO, it’s essential to track your performance and adjust your strategies based on the data.
Tools and Methods for Tracking SEO Performance
- Amazon Seller Central Analytics: Use Amazon’s native tools like Business Reports to track key metrics such as sales, traffic, and conversion rates. Look for trends and anomalies that can inform your SEO strategy.
- Keyword Tracking Tools: Tools like Helium 10, Jungle Scout, and Viral Launch can track the performance of specific keywords. Monitor your keyword rankings over time to see how your optimisation efforts are paying off.
- A/B Testing: Regularly test different elements of your product listing—titles, images, bullet points, etc.—to see which variations perform better. Use the results to refine your listing.
- Customer Feedback: Pay attention to customer reviews and feedback. They can provide valuable insights into how customers perceive your product and where you might need to make improvements.
Key Metrics to Monitor
- Search Term Ranking: Track where your product ranks for target keywords over time. Aim to improve your rankings for high-volume, relevant keywords.
- Conversion Rate: Your conversion rate is the percentage of visitors who make a purchase. A low conversion rate may indicate that your listing isn’t resonating with customers or that your price is too high.
- Click-Through Rate (CTR): CTR measures how often people click on your product after seeing it in search results. A low CTR might suggest that your title or main image isn’t compelling enough.
- Sales Velocity: Sales velocity refers to the speed at which your product sells. Higher sales velocity typically leads to better rankings on Amazon.
Final Thoughts on BFCM Success
Skyrocketing your product’s visibility on Amazon requires more than just listing it and hoping for the best. By mastering Amazon SEO techniques—like optimising your product titles, fine-tuning your keywords, and leveraging Enhanced Brand Content—you can significantly boost your chances of success. But we get it—Amazon SEO can be a complex and ever-changing landscape. If you’re feeling overwhelmed or just want to make sure you’re getting it right, we’re here to help.
At Webfuel Digital, we specialise in guiding sellers like you through the intricacies of Amazon SEO, ensuring your products don’t just blend in—they stand out. Whether you need a complete overhaul of your listings or just a little expert advice, don’t hesitate to reach out. Let’s work together to turn your Amazon store into a top-performing powerhouse. Contact us today to get started!
