The Basics of Amazon SEO Listing Optimization 

This blog discusses in detail the importance of optimizing a product listing to get more organic traffic and sales on Amazon. It discusses many technical aspects that if AMZ store owners care for, they can significantly improve their product’s outreach to potential customers.

As an Amazon seller, you need to know the basics of optimizing a product listing to improve the product rankings and resultantly sales.

There is a right way of doing the SEO for Amazon to rank for important keywords. If you do not know the proper method, you cannot rank with the Amazon SERP algorithm. There are many misconceptions that we need to address when optimizing a listing for AMZ.

Let us have a look at the topics we will cover here.

Introduction to Amazon SEO

Search engine optimization for Amazon is a method to rank your product listing to get more organic traffic using the right keywords. When you optimize your listing, your product becomes more discoverable and reachable to the shoppers searching for it.

What involves Amazon SEO? 

• Optimization of the keywords
• Optimization of the listing title
• Improving the image for quality, appearance, conversion, and usage
• Using the right keywords for the backend
• Knowing the perfect pricing strategy to remain competitive
• Understanding the latest in Amazon search algorithm

Let us have a look at the process of ranking products on Amazon.

What is the Amazon search algorithm?

The latest Amazon search algorithm is A10 and AMZ uses it for product searches. The A10 has its unique ranking process that impacts the appearance of the keywords on the Amazon SERPs.

The algorithm ranks a product listing based on whether the customer seeing it will buy it or not. There are different factors that the algorithm takes into account.

The first is the query put into the search engine by the end-user. If the product listing does not have that particular keyword in its description, it will probably not appear in the search results. Thus, keyword optimization is essential for SEO on Amazon.

The next factor is measuring the likelihood of a purchase by the user if they see the product. The algorithm looks at the following metrics to calculate the probability of purchasing the product.

• CTR or click-through-rate in the search results for a given product
• The rate of conversion (traffic to sales ratio)
• The total sales of the product

The click-through rate for the same product can vary on different keywords. For example, if there is variation in the product in type, color, or size, you may get more traffic on that product type. Thus, matching your description with the audience and the product you are offering is critical.

There are different tools and tactics available to calculate sales, conversion, CTR, and rankings. These tools impact the use of the right keywords, product listings and also increase the overall Amazon SEO rankings.

What’s the method of finding the right keyword for an Amazon product listing? 

There are tools like Merchant Words, Jungle Scout, and Helium 10 that we can use to find keywords for the listing. AMZ keyword search tools determine the keyword search volume and competition to optimize your product listing to use for digital marketing.

These tips can be pretty beneficial when you have a brand new listing without any product data available. In that case, you can rely on Amazon PPC campaigns to gather data for the keywords to convert more customers.

What’s the Process of Optimizing Amazon Product Listing? 

Initially, you will have to run a sponsored campaign for your product listing to make it appear in the search results. One way to improve your Amazon product listing’s search appearance is by relying upon Brand Registry. It is a way to let the sellers manufacturing or branding their products have higher authority for the overall text of the product listing.

Some SEO Benefits of Amazon Brand Registry 

• It has a positive impact on the product detail information. AMZ platform automatically displays the product detail pages, which helps brands use the titles, details, images, and additional product attributes.
• When you have a brand registry, you can rely on an alternative key attribute for branded products without using UPCs or EANs.

Use the additional options for registered brands like EBC (Enhanced Brand Content), videos, and storefronts to improve your product listing’s search results.

Place yourself in the shoes of a shopper. Consider the elements you will see in a listing to click on it and make the purchase decision. Most shoppers use the search option to find products instead of going into categories.

Therefore, you must put a lot of emphasis on optimizing the product titles and descriptions. These optimizations enable your product listing to stand out in Amazon search results. Amazon suggests adding the right search results can significantly increase product visibility.

Many factors influence AMZ SERPs; sales history, selection, availability, and price competitiveness. Product with more sales will have better search engine rankings. Thus, an increase in sales is better for the organic reach.

What are the traits of a top Amazon product listing? 

The best product listing is complete in every sense and provides necessary information that helps the customer make a purchase decision. Remain as accurate as possible when sharing the product information. The customers are well-informed and already know enough information about the product. You can hire Amazon virtual assistants with expertise in content optimization to get consultancy on ways to top AMZ SERPs.

The Key Parts of a Detail Page 

• An SEO-optimized Amazon product title that is accurate and concise.
• Intelligent use of bullet points to convey important product information.
• A comprehensive product text covering the salient features and benefits.
• Clear product images and lifestyle photographs (wherever needed) to set customers’ expectations right.

Now, let us move to the individual pieces for SEO optimizing the Amazon product listing.

What’s the right way to optimize Amazon product titles? 

Here are tips to keep in mind when optimizing the product titles.

• For mobile, keep the characters between 55 and 63.
• For rail ads, it should be between 30 and 33.
• In general, the character limit for titles is between 80 and 250.

What can one include in the Amazon product titles? 

• Capitalize each word’s first letter
• Make sure to use the accurate unit of measures like Pound, Inch, and Ounce
• Highlight product benefits and describe them in short summaries
• Only use numerals for numbers
• Avoid the use of ampersands (&) unless they have become part of the brand name
• Only use size in the title if it is relevant and impacts customers’ buying decision
• Do not mention color for products that do not have more than one color options
• Always include the brand name
• Add the manufacturer part and model numbers if required
• Add the Amazon keywords

What not to include in product titles?

Do not include the following within the character limit.

• Quantity and price
• All capital letters
• Information about the seller
• The use of promotional words or messages like “best seller” and “sales”
• The use of special characters or symbols

What’s the right way to optimize titles using keywords? 

Keywords form a critical part of a product title. Still, you should avoid stuffing too many keywords. Do not think that just adding more and more keywords will improve your ranking. You need to keep the readability factor of the user in mind as well.

Only use clear and detailed information for earning a better CTR and conversion. This method will ultimately lead to more sales and ranking.

Given below is an example of an iPhone 11 case. You can see it has many features covered within the title. A shopper can see all the main details given in the title. You can also find the brand and types of devices it is compatible with. The title also covers the word “shockproof” for those shoppers looking for this particular characteristic.

Use of Proper Title for Categories 

There are many additional product title items to include. The title formula varies with the category.

The categories must include the brand and also list the product name. Some other attributes include:

• Model Number
• Pattern
• Power Output
• If appropriate, consider including size, quantity, and color

The title is the first text the consumers see in a product listing when they search on Amazon. Therefore, you must follow Amazon’s style guidelines and use correct spelling and capitalization.

What’s the right way to optimize Amazon descriptions and features? 

You can use to your product listing advantage the “Key Product Features” within the description. Product features are an essential part of the overall search rankings.

The Amazon shoppers carefully read the bullet points for gathering product information. Make sure to use descriptive bullet points for the product pages to have more sales. An increase in sales will result in the overall betterment of the product rank.

Tips for Optimizing Key Product Features 

• Focus on the top five features that you want the customers to know. These can include the age range of the product users, warranty information, dimensions, or other information. These features vary from product to product.
• Each bullet point must start with a capital letter.
• Avoid using ending punctuations and write in fragments.
• Always use numerals for numbers.
• Separate the phrases in one bullet using semicolons.
• Always mention measures like feet, inches, mms, or quarts.
• Avoid writing vague statements and provide product specifics, features, and attributes.
• Do not include company-specific information, this space is for product features only.
• Do not include information on pricing and shipping
• Avoid directly promoting the product as Amazon policy does not allow it.

Have a look at the information below to see how the iPhone case example uses these tips effectively.

The above image showcase some of the top features that this iPhone case offers. Even if we do not read the entire description of these bullets, we can quickly glance through the information to form an opinion.

The top five qualities that we can right away include Shockproof Protection, Camera & Screen Protection, Long Lasting Clear, Screen Protector, and Compatibility with various iPhone models.

Optimizing Listing Product Descriptions 

Product descriptions have a few paragraphs and you may consider using basic HTML. It depends on the category in which you are trying to sell the product. Every category does not allow the use of HTML. You must keep the requirements in mind to avoid Amazon taking down your listing.

Focus on the product features, size, style, and uses. Amazon always suggests that you use care instructions, dimensions, and warranty information. Also, check your text to weed out grammatical issues. Use complete sentences and proper punctuation to improve overall readability.

Avoid including the following information in the description 

• Name of the seller
• Email addresses
• Your website URL
• Any company-specific information
• Information about any other product you want to sell
• Any promotional words or phrases like “free shipping” or “Sale”

You can consider using HTML to split paragraphs and also bold crucial keywords or phrases.

Impact of EBC and A-Plus Content on Amazon Product Ranking 

Amazon allows registered brands to use EBC (Enhanced Brand Content) for the seller and the vendors can use A+ Content for product listings.

Amazon does not index EBC content for searches. If you include relevant keywords in EBC, it will not impact your search results. Still, EBC and A+ Content are indirect ranking factors. Expert Amazon listing optimizers always suggest using EBC and A+ Content to get indirect traffic and more sales.

The use of EBC adds to the aesthetics of the regular product description but does not get indexed. EBC does replace the product listing. Still, you can use keywords for the title, bullet points, and backend keywords. Since sales have a direct relationship with ranking and EBC can improve the overall sales. The use of premium content does have a positive impact on SERPs.

What’s the right way to optimize product images for Amazon? 

A product needs one or more images for Amazon. The main photo of your item is “MAIN”. The MAIN graphic is the one that appears in search results to potential customers. Thus, you need to choose your “MAIN” image carefully.

Amazon recommends that advertisers must choose clear images which are easy to understand. These images must be information-rich and aesthetically appealing. Images must accurately represent the product. The images must show the product for sale with no or minimal propping.

Amazon SEO product image best practices

Let us go through some of the best practices to use to create images for Amazon.

• Always use images with an all-white background
• Use images that are square
• The image size must be at least 1000 pixels by 1000 pixels. This size allows the shoppers to zoom the image in the product video. Consider using 3D images as it can positively affect sales.
• Do not use illustrations, instead use the main images for showing the actual product (not the graphic or illustration).
• Use images that accurately reflect the product.
• The product must fill the image by 85% of the image or more.
• Use Amazon specified file extensions like JPEG, TIFF, or GIFF.
• Do not add the product as a mannequin or pictured in packaging.
• Ensure clear visibility of the product, if there is a model in it, they should not be sitting.
• Do not include nudity in the images.

What’s the Right Way to Add Amazon Product Images?

You can add one main product image with its eight alternate image views. The number of alternate images depends on the category of your Amazon product listing. Add image by creating a product page or after you create a page. Amazon can take up to 24 hours to add an image to a product listing.

Adding an Image to an Established Amazon Product Listing

• Go to the inventory tab and select “Manage Inventory”
• Click on the “Edit Button” you will find on the far right of the listing you want to edit
• Select “Manage Images” from the drop-down menu
• Once on the next window, go to “Browse File” in the first empty image area
• Select your image from PC and open it
• Click on the “Upload Images” to add images to the listing

Adding an Image to a New Amazon Product Listing 

• Go to “Manage Inventory” and click “Add Product” near the Search box
• For adding images, click on “Add Images”
• When you see the window popup, click on the “Browse File” for the first empty image area
• The Main Image label is in the top left corner
• Choose an image from your PC and click Open
• You can find the image path below the “Browse File” button for that image space
• Click on the “Upload Images” option for the listing

Aggregating the Amazon Product Images 

Amazon content relies on multiple sellers submitting the content. As Amazon aggregates relevant product information for all sellers selling the same product on Amazon. The marketplace identifies these products using UPC or ASIN.

Amazon gathers all the product listing information submissions and creates the best bullet points or titles. Still, you cannot guarantee the tile you type at the backend will remain the same on the frontend.

Images are also aggregated like titles. When a vendor or third party both sell the same item, Amazon pulls the images from the vendor side. If there is no vendor, then it will pull the images from a third party, a brand registered outweighs other sellers.

Amazon brand registry forms an integral part of the manufacturers trading on this marketplace. The brand registry provides them better control of their product listings.

How to optimize Amazon backend keywords? 

Sellers can provide a list of keywords to add to the backend, improving the SERPs and discoverability of a product listing. There is a maximum limit of 250 characters and it does not appear on the front end. This additional backend keyword optimization provides a greater opportunity for the store owners to further SEO optimize their listing.

The keywords need to have a phrase match. Also, you need to smartly priority keyword order. For example, “iPhone 11 transparent case” is different from “transparent iPhone 11 case. Therefore, you need to be aware of the importance of this order.

Backend Keyword Practices for Amazon 

Avoid repeating the same keyword in a phrase. Repetition will not have any impact on the ranking. Either use a singular or plural version of your keywords. You do not need to add both singular and plural versions. There is no need to use capital letters.

Amazon does correct small typos so there is no need to add misspelled versions of the keyword.

There are three ways to upload Amazon backend keywords

• Use a .CSV file
• Use XML file
• Upload using the Seller Central

Make full use of the backend keywords space and also include alternate spellings of the products. For better search results, include search terms and create queries that maximize reach to relevant customers.

Tips to Best Optimize Your Amazon Product Listing 

Here are some useful tips that you can use to your advantage to get the best SEO-optimized product listings.

Don’t Fall for Double-Dipping Keywords Many sellers ask if they should use the same keywords in their content or the backend?

Technically there is no need to use one keyword twice. Once you use a keyword in the title, it will not impact if you repeat the same keyword in the title or the description or backend. If you use the same keyword again on the frontend, it impacts readability as the reader may think you are trying to spam. Also, repetition at the backend would mean a waste of precious character space as discussed above.

1. Answering Shoppers’ Questions 

If the buyers ask the same question from the seller about their product frequently, it means they need to include the answer to it in the content.

Let us take the example above, if someone needs an iPhone case, they may keep asking if it is waterproof or not. Or, does it fit the new iPhone or not. Therefore, you must include such information to answer their questions satisfactorily.

2. Focus on Main Areas of the Content 

You can effectively use content in 4 different places to better communicate about your products USP on Amazon. These four content areas on a product listing include titles, bullet points, product descriptions, and the backend keyword or search terms.

Areas impacting Amazon algorithm and SERPs 

These are the four areas on which a product listing’s overall rankings rely.

• Reviews
• Fulfillment method
• Price
• Content

The sellers must know how to optimize each of these four areas of the content to increase customer reach. Reviews are critical as they help customers decide whether they should buy a product or not based on the previous customer experience. Reviews need to be in greater number and keep increasing for sustained SERPs. Similarly, above 4-star or ideally 5-star reviews help a lot in the overall product rating. Still, you need to stay within the Amazon review guidelines.

3. No Tall Claims or Offers  

AMZ guidelines allow the sellers to make full use of the bullet points and descriptions. This does not mean that they start using it to include direct offers or claims like “buy one get one free”. Also, if you are selling a product for any category, you cannot make claims about the efficacy of the product. If you do include any special offers or claims, you violate Amazon policies and your account will get suspended.

4. Content Aggregation  

Amazon content includes submissions from more than one seller. Therefore, it will suggest relevant information using data from different sellers selling the Amazon item using UPC or ASIN. Amazon gathers this information into consideration and creates titles and bullet points.

5. Use All Character Space 

Advertisers must use all the space (character count) allocated for product titles, bullet points, product descriptions, and backend search terms. Filling the bullet points and product descriptions to maximum character length increases product ranking. This approach also gives the shoppers better product understanding and improves conversions.

AMZ indexes the product description for every search term. The inclusion of more information means the use of the backend for search terms and titles. The strategic use of content space improves the overall product ranking and reach to customers.

Conclusion of Amazon Product Listing Optimization 

You may take a lot of time optimizing a product listing, still, you are recommended to analyze the descriptions of top sellers in your niche. By observing their listings, you can find areas of your product description that you can improve. This will increase your knowledge about the listings and also help you improve the way you think of increasing product visibility to more customers.