Amazon SEO – This is how you optimize your listing

Most people think of Google when they hear the word search engine optimization (SEO). But Amazon is also one of the most successful search engines in the world. Especially when it comes to concrete purchase intentions, i.e. transactional searches, Amazon now outperforms the Google search engine.

Amazon SEO is part of the Retail Readiness

N As with other search engines, an algorithm is the basis for the search results displayed on Amazon. So to rank as high as possible, you need to carefully optimize your listings for Amazon SEO. Not only can you improve your rankings, you can also increase traffic to your product detail pages and increase sales of your products.

The Amazon SEO optimization is also an important factor for the so-called Retail Readiness of your products. This makes it one of the most important measures sellers and sellers should take in the online marketplace. We’ll show you which setscrews you can use to successfully optimize your listings.

Keyword research as the basis for Amazon SEO

The foundation of your Amazon SEO optimization should be a detailed keyword research beforehand. For this, you can use professional tools such as Helium 10 or Amalyze , which in the paid version offer useful features for keyword research, especially on Amazon. But the free versions or the practical extensions for the browser also support you well.

Of course, you can also use common research tools such as Google Keyword Planner or Google or Amazon’s auto-suggestion feature to identify key keywords. Be sure to include key synonyms here to cover the entire range.

SEO optimization of product detail pages on Amazon

Once you have collected all the important keywords for your product, you can start SEO optimization. You should know that the product title, bullet points, product description and backend keywords are indexed by Amazon. So you have to focus on that first.

Amazon A+ Content and the Amazon Brand Store are currently not indexed by Amazon, but by Google. For this reason, in a second step, you should also include important keywords here, so that your products appear in the Google search results. In this blog article, we focus specifically on the factors indexed by Amazon.

Optimized product title to boost sales

The product title and main image are the first things that potential customers notice in Amazon search results. So start your optimization here to improve click-through rates on your products and thereby increase sales and rankings.

The product title on Amazon can be up to 200 characters long, but only the first 70 characters will appear in the search. Therefore, make sure to place important information, such as the brand name and the exact product name, relatively at the beginning of your product title. Ideally, you should include 3 key keywords or synonyms in the title, as well as information about the product content, quantity, color or material.

Despite the many details, the product title should be easy to read. For example, use separators to make reading easier for your customers. However, be sure to follow the Amazon guidelines here, as some characters, such as question marks, exclamation marks, or hashtags, are not allowed. A good product title does not only contain the product features, but also always the benefit or benefit for your customers.

 

Meaningful product images

In addition to the product title, the product images must also be an eye-catcher. The main image in particular can lead to a click in the search results. According to Amazon’s specifications, it must not contain any text and show the product offered on a white background. Please ensure that all product images are of good quality and high resolution so that the images can also be viewed with the zoom function. Ideally, keep at least 7 product images, preferably 9.

For example, show your product from different perspectives, in daily use, embedded in a real environment, special detail photos or the proportions to give interested parties a better impression and encourage them to buy. You also have the option to save a video to demonstrate the operation of your product.

 

Convince buyers with bullet points and product descriptions

Titles and images of your products are now attractively designed and ideally lead to more clicks in Amazon search results. Now it’s about increasing your conversion rate for your listings. You achieve this by optimizing the bullet points, the product description and creating A+ content. In another blog article, we’ll tell you how to create compelling A+ content .

Amazon gives you the option to use 5 bullet points, each with up to 250 characters. Ideally, use all 5 bullet points to include key keywords and synonyms. Emphasize your unique selling points and make it clear why the customer should buy your product. What makes your product so special and what is different from the competition? For example, mention accessories that are included in the delivery.

You can use up to 2,000 characters for the product description. It only appears below, under the technical details and product information. Here you can put anything that doesn’t fit in the title or bullet points. Previously, the product description could be formatted with HTML to better structure the text. However, Amazon has now changed this as A+ content is becoming more popular and replacing the product description for sellers. But even if you’re using A+ Content, you should definitely add text here as the text field is still indexed by Amazon, giving you more room for important keywords.

 

Increase findability with backend keywords

The backend keywords are another important field for your Amazon SEO optimization. With a maximum of 249 bytes, you can put keywords in Seller or Vendor Central that should not appear on the product detail page. For example, consider spelling variations – including misspellings – of your keywords, which are typically used by customers as search queries. However, you don’t have to worry about repetitions or upper and lower case letters. Separate your individual keywords with spaces. Commas or semicolons are not necessary for separation. Important: do not mention brand names or ASINS and do not use filler words.

Summary

As you can see, careful Amazon SEO optimization of your listings has a positive effect on your product ranking and therefore your sales figures. Keyword research and optimizing the entire product detail page takes some time, but is well worth it for your organic ranking on Amazon in the medium and long term. Try it now!

Need help with Amazon SEO?

Patrick is our Head of Retail Media. With many years of experience in selling on marketplaces, he advises you on marketing and content. He also supports you with the right marketplace setup to accelerate the growth of your business. Contact him without obligation by mail or by phone at +49 89 215 276 60.

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