What is Amazon SEO?
A guide to creating product pages to increase search rank

Let's take a look at how Amazon SEO works.
On this page, you view examples and learn tips to optimize your product pages so more potential customers will view them.

What is Amazon SEO?

Amazon SEO refers to optimizing product pages so that they rank higher in product searches on Amazon.
Taking a few simple steps can improve your product page and make it easier for customers to notice it.

By strategically optimizing SEO, you can increase chances of the following.

・ Increase in number of visitors to product page
・ Increased awareness of products and brands
・ Boost in conversion rate and sales

Learn the lingo:

Conversion rate

The percentage of potential customers that complete a purchase out of the total number of visitors.
As more visitors buy products, conversion rate grows.

How Amazon SEO works

When shopping on Amazon, ¹75% of customers search for products by entering keywords into the search box at the top of the homepage.
Using the search box, customers can find products they want and narrow down their search results.
Source: ¹Feedvisor, Getting to know your customers Amazon user study 2018

2. Search filters

While searching for products, customers can use various filters when viewing the search results, including:

・ Categories
・ Amazon Prime, eligible for free shipping
・ Deals
・ Pricing
・ Customer reviews
・Best Sellers

3. Product page

Aiming for optimal pricing and detailed product pages increases the possibility of raising your product’s search rank.
Let's check the points for each item.
Amazon Seller Central product detail page showing where descriptions go
The most important item in Amazon's internal and external search engines. It’s a mechanism that makes it easier to get a hit when inputting and searching according to guidelines. By putting important keywords (keywords with the ability to attract customers) in front, the search hit rate increases.
Product images
The main product image is also displayed as a small image in the search results list. The customer will see this image and transition to the product detail page to view more detailed images and information. The main product image is an important deciding factor when deciding whether to make a purchase.
Product Variations
By registering differences in color, scent, size, etc., customers will be able to search and purchase products that better match their needs.
Bullet points
Enter at least three lines for bullet points. Enter information that would help make purchasing decisions in an easy-to-understand manner. Structure your sentences using words that are likely to be searched. Bullet points should shown at the top of the catalog page, on the right side of the product image, in a place that is easy for customers to see.
Featured offer ("Buy Box")
The featured offer on a detail page. Customers can add to their cart or “Buy Now.”
Other offers
If the same product is sold by multiple sellers (with different prices, delivery options, etc.) and the shopping cart hasn’t been selected, it will be displayed here.
Product description
Use A+ content, which effectively enhances the appeal of the product by not only displaying sentences, but also explanations that combine both images and sentences. Adding A+ content to detail pages can help increase sales by an average of 5.6%. ²

²Amazon internal data, 2020

4. Sponsored products

Sponsored Products ads are cost-per-click (CPC) promotions for individual products on Amazon.
They appear on the top and side of product search results pages on desktop and mobile, within search results, and on product pages.
Ads are shown to customers based on relevant keywords and products.

Learn the lingo:

Listing Quality Dashboard

A tool on Seller Central that highlights select product information for customers.
The recommended information shown here focuses on improving sellers' product searchability, which in turn improves customer satisfaction and reduces product returns through product summaries, etc.

5. Amazon sales rank

Amazon gives all sellers a rating based on seller performance measurements including account health, reviews, product price, and other factors. Generally, the higher your Amazon sales rank is, the more selling potential you’ll have.

Optimize your Amazon SEO in seven steps

1. Keyword research

Think about the products you offer and put yourself in the customer’s shoes.
What words or phrases will they type into the Amazon search box to find the products they want?

To figure out what keywords to incorporate, give these ideas a try.

・ Type a variety of words and phrases in the Amazon search box. Then, take a look at the drop-down suggestions, and start compiling a list of relevant keywords for similar listings.

・ Compare competitor keywords as a starting point when considering your own intended product listings.

2. Product title optimization

The product title is the most important item in Amazon's internal and external search engines. There are a few things you can do to increase the chances of a customer clicking on a title.

・ In terms of title length, we recommend that it be approximately 60 characters long and fewer than 80 characters.

・ By inputting and searching according to the guidelines, it will be easier to get a hit while searching.
[Examples of how to name a product]
maker/brand name + generic product title + features (specifications/colors/size/type) + style number/capacity/weight

・ Do not include subjective comments like “Popular Product” or “Best Seller.”

For more details on registration rules, see Product Registration.

3. Product description optimization

Use detailed information about product features and product usage in high-quality product descriptions to help customers find, rate, and purchase products.
The A+ content feature, which you can use for free by registering your brand on Amazon, lets you post images and explanations that convey product information and the brand’s image in order to promote specific details of your product, differentiation points, and appeal points. You can expect it to have a positive effect by promoting purchasing decisions.

4. Optimizing bullet points (product specifications) in product descriptions

By describing the product specifications, you can convey the characteristics and advantages of your product. The product specifications will be displayed on the product’s detail page to explain its characteristics. For each product, you can enter up to five attributes as part of the product specifications.
Refer to the following points as you craft your bullet points.

・ Include up to five bullet points for each product.

・ Keep your bullet points under 1,000 characters in total (for all five bullets, not per bullet). This guideline improves readability.

・ Highlight the five key features you want customers to consider.
Examples: the dimensions, age appropriateness, ideal conditions for the product, skill level, contents, country of origin, and so on.

・ Maintain a consistent order.
For example, if your first bullet point is country of origin, keep that same order for all products.

・ Reinforce important information from the title and description.

・ Use simple expressions, and do not add punctuation points (“. ”).

・ Do not include information related to details unique to you as the seller (such as information on delivery, prices, etc.)

Follow the rules and policies on the product detail page.

5. Product image optimization

Product pages with multiple high-quality images and sub-images can persuade a customer to choose one search result over another by increasing the amount of information conveyed. Effective product images stimulate a customer’s imagination and inspire them to make a purchase.
Let's take a look at several points on images.

・ There are two kinds of images displayed on a product detail page: the main image and the sub-images.
Main image (only one required): The image displayed on the product detail page for each product. The main image is also used in search results.
Sub-images (Up to eight): Used to show different angles, usage examples, and other details not visible in the main image.

・ The background of the main image should be pure white: the RGB color values must be (255, 255, 255) and occupy at least 85% of the image space.

・ The minimum size of the image is: 500 pixels in width or length. The maximum: 10,000 pixels in width or length. For optimal zoom function, we recommend you use an image that is 1600 pixels in length.

Meets the requirements outlined in the image guidelines.

6. Search keyword optimization

Products that match the keywords entered by the customer in the search box are displayed in the search results.
Search keywords are not displayed to customers, but you can register terms related to your products so that they get hits for products that match their keyword search.
Let's take a look at the points you should keep in mind when registering search keywords.

・ Register words that paraphrase information that customers can view - such as product titles and product descriptions - with different expressions.
□ Higher words: words summarized at the top of the product group that the product belongs to
Example: “camping equipment” if the product is a pop-up tent
□ Synonyms: words that indicate the same product type
Example: “small fan” and “mini fan”
□ English spelling, kanji, hiragana, and katakana variations
Example: “yukata” (in kanji) and “yukata” (in hiragana),

・ Do not register information that has already been registered in separate items, such as product name/product description/brand name, etc.
□ It’s important to cover information that customers can search so that they don’t need to enter the same information over and over again

・ Do not include information that is unrelated to your product.
□ Other companies' trademark/similar, similar product names or product IDs (example: JAN, ASIN, UPC)
□ Subjective expressions (example: “the best”)
□ Expressions based on temporary situations (example: “new product”, “on sale”)

・ Don’t include words that apply to many products.
□ Example: Product category names like “books,” etc.

・ Do not include both uppercase and lowercase letters of the alphabet. If you enter one, the search system will take both into account.

・ When registering, separate each word with a single-byte space

・ Information to be registered should be less than 500 bytes
□ Clothing & fashion accessories/shoes & bags, jewelry, and watch categories should be less than 250 bytes
□ When calculating word mark length, single-byte spaces and ”,” (single-byte commas) ”;” (single-byte semicolons) and “.” (half-width periods) are excluded
□ 1 full-width character in Japanese is equivalent to 3 bytes on average

For more details, refer to Optimize product information related to search and browse, and Search subject keywords effectively.

7. Product price optimization

Many customers shop for the best price.
Are you selling the products at the best price, as compared to other products? Do you offer services with preferential shipping fees?
Research the competition and their products and make adjustments to develop a compelling price point.
The Automate Pricing function allows you to automatically adjust prices in response to events in recommended listing prices, etc.
When customers make online purchasing decisions, shipping fees are often a major deciding factor.

Amazon jargon:

Featured Offer

Featured Offer (“Buy Box”) If more than one seller offers a product, they may compete for the Featured Offer (“Buy Box”), the most visible offers on the product detail page. Sellers must meet performance-based requirements to be eligible for Featured Offer placement.

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