A fast information to utilizing key phrases for higher Amazon search engine marketing

As the world's largest e-commerce store, Amazon is a platform that sellers cannot afford to ignore. On a website with over 12 million articles, how can you help your products stand out from the crowd with Amazon SEO?

It's easier than it sounds.

Why? Because Amazon isn't just an e-commerce platform. It's a search engine with its own algorithm, A9.

A brief introduction to Amazon SEO

Just like with other search engines, you can use SEO techniques to improve product ranking. You use certain expressions to improve your visibility in organic searches, which can increase sales with Amazon.

Here are other ways that Amazon is acting like a search engine:

  • Customers enter inquiries into the search field.
  • The Amazon algorithm presents what it considers to be the most relevant results.
  • If the results are good, customers won't go past the first page. Why? Because they found what they were looking for.

Remember, the whole point of Amazon is to sell things.

Amazon wants to bring customers and sellers together. You want customers to be happy with the search results so that they become repeat customers.

While there's no guarantee you'll get a spot on the first page on Amazon, who wants to be on page 20? That way you will never reach your target audience.

Let's look at using keywords to properly optimize your product pages.

How do Amazon SEO keywords work?

Amazon Keywords are the search terms (i.e., words and phrases) that people type into the Amazon search bar.

If you don't include the correct keywords:

  • Your target group cannot find your entry
  • Your conversion rate will fall flat
  • Their findability decreases

Here's an example:

Someone is looking for a "pan". "Frying pan" is the Amazon keyword. If you sell frying pans but call them an egg pan, you will miss the target audience.

We can go one step further. "Frying pan" is a good keyword, but it may not be enough to get a first page ranking. Why?

It's really wide.

Customers likely want more than just a pan. Maybe you want one with a lid or a nonstick pan or a cast iron pan.

Fortunately, the Amazon algorithm understands this. Whenever you type a key phrase in the search bar, other suggestions appear. Amazon bases its suggestions on other customer search terms, just like Google Autocomplete.

Amazon SEO feature: search for auto-complete suggestions

For example, if someone searches for "frying pan", the first predicted suggestion they see is "nonstick frying pans".

That's because other customers are looking for non-stick pans a lot … and guess what? You just found another keyword.

The more relevant the Amazon keywords you use, the better your chances of reaching your customer base (within reason, but we'll get back to that.)

What did we learn here?

  • Amazon keywords are search terms.
  • To improve your visibility on Amazon, you need to include the right keywords in your product lists.
  • Some keywords are a little too broad on their own.
  • Including a few specific keywords can help you reach your audience base.

Essentially, think of Amazon Keywords as just another tool in your digital marketing toolbox. Once you know how to use them, they can increase your brand awareness and potentially increase sales.

Is there anything I shouldn't be doing with Amazon SEO?

Actually yes. You shouldn't use black hat tactics.

Black Hat SEO is when you are deliberately trying to manipulate your page rankings using less than ethical strategies. These strategies include:

Sure, you could see a surge in rankings in the short term using black hat techniques. But the downsides aren't worth it.

Black hat strategies violate Amazon's Terms of Use. If Amazon catches you manipulating the algorithms, they can:

  • Decrease your position in search results
  • Completely remove your product lists from search results
  • Permanently suspend or close your account

I firmly believe in sticking to white hat or fair SEO practices.

If you're in it for the long game, I recommend you do the same.

Here's how Amazon keywords work for you

When selling products on Amazon, you want to avoid overusing keywords to reduce user experience and a high bounce rate.

The high bounce rate metric measures when someone clicks your listing, looks around, and walks pretty quickly. This action tells Amazon that users cannot find what they are looking for from your product. The result? Your recognizability drops and your product is displayed less in Amazon SERPs.

Here are some things to tweak to avoid keyword stuffing and high bounce rates:

Product name

Always include the most important keywords in the product title. If you're selling a vacuum cleaner, make sure the title says "Vacuum Cleaner".

The title should contain:

  • The brand name of the item (this is a very important keyword by the way)
  • A description of the item, e.g. B. "Vacuum cleaner"
  • The product color and size

You don't have to go overboard – just remember, you don't want to create keywords.

Backend keywords

Let's face it … sometimes users misspell product names. Or they want a product like yours but aren't using the exact keyword.

You still want these people to find your listing, but you can't include all of the potential keywords in your title.

What are you doing to make sure people are still seeing your product?

You paste these Amazon SEO keywords into the "backend" of your Amazon seller's account.

These are "hidden" keywords that are added to your listing when you create it. They only have around 250 characters so use them wisely.

Brand name

Sometimes people are looking for a specific brand, like Levi Jeans or a Lodge Griddle. For sellers, this means you need to include an exact brand name on your product page.

A bonus? Even if you are a relatively new brand or a relatively new seller, using brand names on the products you sell can help increase your brand awareness with your target audience.

Make sure you spell brand and product names correctly. You don't want people to miss product listings due to wrong names they aren't looking for.

The description of the product list

Amazon keywords count in the product description. If your descriptions don't convince people to buy, they'll bounce off the listing, which of course can lower your conversion rate.

How can you make the most of this space?

  • Indents: Use bullets in the Technical Details section. They answer frequently asked questions, such as: B. What makes your product unique? What are the main features of your product?
  • Product description: Write a short, snappy description, including a few key words that you didn't use in the title. You tell buyers why to add your product to their shopping cart.
  • Research: Check how your competitors write their descriptions. What works and what doesn't? Use what you learn for your offers.

How to choose Amazon SEO keywords

This is how you can list your products online. How do you find the right keywords? And how do you identify the most important keywords?

I recommend the following:

Amazon keyword research tools

Keyword tools do the hard work for you. They pull data from Amazon websites and give you various options for keywords and key phrases. All you need to get started is a single keyword, e.g. B. the product type.

Sonar is an easy-to-use, simple option to get you started – and it's free to use. You can also try the keyword tool for Amazon or Ubersuggest.

Amazon search bar

Don't close the Amazon search bar itself. Just enter the search term and see what suggestions come up. You can use these keywords in your product lists.

similar products

Often times, people looking for a product are looking for similar items. Take a look at the competitor pages and see which items customers frequently purchase in the same transaction. You never know, you might find some keyword ideas.

Google rankings

Do you have an ecommerce store outside of Amazon? Then take a look at the popular keywords on Google.

Many people start their product search on Google. So why not make sure you hit your SEO from all angles?

Again, tools like Ubersuggest can be helpful in Google's keyword research. Just like with the Amazon search box, you can enter search terms and see what products are coming out. You can use this data to find out which Google keywords are best for your product.

How does PPC relate to Amazon SEO?

When it comes to Amazon keywords, there is one more thing we should address: the sponsored product listing.

Here's a look at the top of the search results for Frying Pans – do you see the word "sponsored" in the lower right corner?

That means sellers paid to have their Calphalon pans appear at the top of search results.

Search results sponsored by Amazon

They are known as Pay Per Click Lists (PPC).

With PPC you can bypass other product lists. Whenever someone clicks on your sponsored listing, you pay a fee, but in return you get a top ranking for a specific keyword.

Of course, there's no guarantee that buyers will click your listing, but some sellers use this technique alongside their organic search strategies.

We are not focusing on PPC in this article. It's a completely different beast.

However, you should know that just like other search engines, it is available on Amazon and is responsible for the sponsored product lists that you find in search results.


Understanding Amazon keywords and Amazon SEO is crucial if you want to be a successful seller on Amazon.

Keyword Tools for Amazon can help you find the best keywords for your product listings. They are quick and easy to use.

You can always get started by searching for products like yours and seeing what keywords and entries come up.

How do your Amazon product lists behave now when they are optimized for SEO?