Amazon SEO: how to get on the first page of Amazon and rank

What is Amazon SEO

By performing the same search on Amazon a few days apart – but often even just a few hours apart – you will notice that the order in which the site shows products is always different. If the search queries were not identical, but only similar, the results ranking could even be completely altered.

Search results for "face moisturizing cream" VS "moisturizing face cream" just seconds apart.

The reason why this happens lies in the fact that product positioning is determined by a search system, often described in the industry as A10, which we discussed in this article. SEO, an acronym for Search Engine Optimization, is nothing more than the set of actions aimed at making product pages as visible and readable as possible specifically for this algorithm. Working on SEO is of fundamental importance for anyone who wants to increase their turnover on Amazon, as well as the first action to take to make their items more visible. Therefore, any action taken on a non-optimized catalog will be much less effective, if not entirely useless. But how do you do SEO on Amazon? Below we will report some best practices and tricks to follow to improve the ranking of your products.

How to research keywords for Amazon

Having optimized text is fundamental. But how can descriptions be made optimal for the Amazon algorithm?

First of all, you need to conduct careful keyword research. It is often a long and tedious task, but it should be revisited as demand, catalog and performance change. Keywords must have the best combination of product relevance and search volume. An error many beginners make is being tempted by keywords with a very high search volume and inserting only those. We recommend against this practice. In addition to often being too generic, these keywords are the hardest to compete for, as they are usually the ones most used by other sellers. By focusing on niche keywords specific to your product, however, the chances of carving out your own market share are higher.

Beyond search suggestions, compare advertising queries and analytics tools available to your account. Prioritize relevance and purchase intent over estimated volume; avoid keywords that do not match the product.

• Amazon autofill. By browsing the main Amazon page on the frontend (customer) side and starting to type a word into the search bar, Amazon will show – just like any other search engine – a list of related keywords. This can prove to be an essential tool. In fact, users are often led to accept those suggestions, also to speed up the search process. Being indexed for those keywords can be decisive. Cons: we don't know the actual search volume, nor which queries are searched more than others.

Once keywords are gathered, it’s time to start writing the text for our product detail page. Let's find out how.

How to write the text for an Amazon product detail page

Amazon product pages are composed of 4 main text elements:

• Title;

• Bullet points;

• Description;

• Search Terms.

While the first 3 are visible to anyone visiting our page, the search terms are only visible to the seller.

Each of these elements has its own specific function and different space limits. Therefore, it is vital to fill them out correctly.

Other tips to reach the first page on Amazon

Working on the text is certainly indispensable for improving product SEO on Amazon, but it's certainly not everything. To increase the chances of appearing on the first page of the marketplace, there are other best practices to follow.

Differences between Google SEO and Amazon SEO

Even though many believe that Google SEO rules can be applied to Amazon, we assure you that is not the case at all. There are two main reasons:

Improving visibility: relevance and performance

Analyze search relevance, content, conversions and the buying experience together. Price, availability, delivery and competition matter to the commercial context. There is no published universal formula with known weights for every ranking factor. Tool figures are estimates and account features can change.

Optimizing Amazon listings for smartphones

Inspect the actual mobile page: layout and information order can vary by device and category. Put decisive characteristics early in titles and content. Keep image text readable, avoid crowded collages and small print, and make bullet points clear about differences, formats and compatibility. The aim is not a separate mobile keyword strategy, but a listing that remains understandable during quick browsing.

Use clear product images and relevant details. Infographics and videos can explain uses without unsupported claims. Do not treat Prime or FBA as an automatic ranking guarantee; assess program requirements and costs for the catalog.

Measuring without automatic causal claims

Use consistent periods and record changes to content, price, stock and campaigns. If several factors change together, do not attribute every sales movement to SEO. Avoid unsupported CTR statistics or ranking formulas. Advertising visibility does not guarantee organic improvement.

Read the separate Amazon A10 article.