Amazon SEO in 2020: A Comprehensive Guide

Amazon SEO With Notes

Search engine optimization (SEO) is technically a process of increasing your business online presence in search engine results page. If you’re an Amazon seller, implementing correct Amazon search engine optimization strategies could build your customer base, raise ranking, improve conversion rates and boost brand awareness. 

If you are new to Amazon SEO and not sure where to begin, we put together key steps to guide your way through a well-optimized Amazon business.

What is Amazon A10 Algorithm?

Before you optimize your listing, it is important to understand Amazon’s A10 (formerly known as A9) algorithm first. Being a buyer-based search engine, Amazon SEO is different from Google. Its SEO is diverse in certain ways and follows a unique way of ranking products based on search queries – and this is something you need to be mindful of especially if you are new to Amazon SEO. This means that Amazon focuses mainly on the products customers are searching rather than what results best match their search query.

In addition, Amazon algorithm takes into account several factors when ranking your product, such as: keywords, content, back-end search terms, images, product reviews, seller feedback, pricing, FBA, order defect rates, seller metrics, sales performance history, stock availability and more. 

Other ranking factors A10 considers include: seller authority, impressions, internal sales, PPC sales, click-through rate, external sales, organic sales, conversion rate, and sales history.

We know that understanding the Amazon A10 algorithm can be overwhelming for starters. Just remember that  Amazon is a business and its main goal is to sell as many products as it can to as many customers as possible.

To make it much easier for you, here’s how the A10 algorithm works:

  • First, it obtains all the relevant product listings from Amazon’s product catalog 
  • Then, it classifies and displays the most relevant results to the user

Now, you’ve learned the basics, let’s move on to the various ways you can fully optimize your Amazon product listing.

Amazon SEO: Key Strategies to Grow Your Amazon Business

1. Research relevant keywords

Regardless of whether you are launching a new product or selling an existing item, spend ample time researching keywords relevant to the products you are selling on Amazon. To make your product listing discoverable, choose keywords that are most relevant to your product and what customers are actually searching for. The more likely your listing matches what the customer is looking for, the better your conversion rates are and the more visible your listing will be.  

There are primarily two things you can do to get the right keywords for your listing. 

First, do it manually. Go to and type in a set of words your customers would likely use to find your product. 

Second, visit your competitors. Look at the keywords they are using and find out how much traffic they are getting through it.  

2. Develop high-quality content

Crafting well-written content that strategically incorporates your most valuable keywords is the key to optimizing your listing for higher ranking and conversions. To fully optimize your listing, place your most relevant keywords in these 5 prime locations:


Your title is what people see first when browsing. Also, Amazon generates the URL for your product based on the first five words of your title. So make sure your title tells exactly what your product is. As a rule of thumb, follow this format when writing your product title: 

Brand Name + Product Name + Features 

Besides your best keywords, mention any key features like color, size and measurements in your product title too.

Take a look at some of these tips for writing an effective product title for your listing.

Bullet Points 

If you want to give your visitors a quick overview of what you’re selling, write down informative and concise bullet points.  

Are there any key features you want to highlight? Bullet points are the ideal place to fit them. Make sure to include all the benefits that can convince shoppers to make a purchase. 

Product Description 

The product description has a maximum length of 2000 characters including spaces, making it the best place to brag about your product and include your most relevant keywords.  

Use the product description section to expound on the information in your title and bullet points. Highlight the main features and benefits, and elaborate why your product is what the customer is looking for. Don’t forget to keep sentences short so they are easy to read.

A+ Content   

A+ Content is a premium content feature used by big brands, allowing them to provide shoppers with more in-depth product information and attractive visuals.  

According to Amazon, A+ Content has the potential to increase your sales by 3-10%. A top-notch A+ content page includes: integrated videos, eye-catching images, enriched FAQs, interactive experience (i.e. carousel modules to help shoppers scroll through easily), and more. 

Back-End Search Terms 

Product listings on Amazon show up only when its keywords match with the customer’s search query. Yet sometimes, you may have certain keywords that you cannot add to your listing simply because they don’t match the description of your product.  

This is where the “Amazon Backend Keywords” comes into the picture. As the name implies, these keywords are not visible to the product listing page. Although they are hidden from your customers, they are still indexed just like the keywords in your description and bullet points.

3. Create professional images

When it comes to Amazon listing optimization, words are only half the battle. High-quality, professional images work in tandem with your content to improve product ranking, drive conversions and boost sales. 

Remember, Amazon shoppers can’t feel and interact with your products the way they can in a physical store. So your visual content have to do a lot of the heavy lifting in bringing your product to life.  

As the old adage goes, a picture is worth a thousand words. Go for bright, clear and high-quality pictures to capture your customers’ attention. Show your product from different angles, giving customers a complete and authentic view of your product.  Furthermore, use a white background to give your photos a professional look.  

4. Increase positive feedback & reviews

Reviews are another factor that Amazon algorithm looks into. Thus, work hard to get honest and unbiased reviews. You see, products that sit at top of the ranking generally have more and higher reviews than those lower down on the list. Amazon’s buyer-seller messaging service is a great way to initiate conversations with your customers and ask them for feedback in the form of a product review.

In addition, using third-party software with automated feedback tool, such as SellerMobile, helps you create customized emails and fully configure maximum positive feedback. The more reviews you receive, the more chances you have of increasing your rankings, leading to boost in sales.

5. Set competitive pricing

Amazon is a very price-sensitive marketplace, which means you need smart pricing strategies to help you earn a decent profit without struggling. Pricing your products wisely could also mean significantly raising your ranking and conversions. 

Find out how much your competitors are pricing their products. You can price your products lower, higher or the same as your competitors. You can even look into Amazon pricing softwares. Then set up your own repricing rule.

Don’t race to the bottom

Sure, setting your items at the lowest price can capture a shopper’s attention. However, not everyone who shops in Amazon looks for the cheapest deal. Many shoppers look at the feedback and review rating as well as product quality, packaging and shipping time before they purchase an item.

Even if it means paying more, customers are more likely to choose a seller who has better records than a cheaper price. Additionally, wise shoppers have this preconceived notion that the lowest priced items are usually the ones with poor quality and customer service.

Therefore, instead of chasing the cheapest price, price your items 1.5% above the lowest seller. In doing so, you are still cheap enough to be competitive but won’t get caught up in a race to the bottom. 

In another blog post, we share the top 10 most effective pricing strategies that you can apply on your Amazon products.

Use an automated repricing tool 

Our repricer tool uses data-analyzing algorithms to make more accurate and market-based price modifications in an efficient manner. It automatically changes the pricing of your products based on strategies you set, so you don’t have to make updates manually. 

Furthermore, the beauty of having an algorithmic repricing tool is that it adjusts the prices between min/max price you set for your products. You’re guaranteed that the price stays within the margin you assigned and never outside the range you’re comfortable with.


With millions of active sellers in the Amazon marketplace, you need to optimize your product listing correctly. While the above mentioned strategies are a surefire way to keep your listing optimized and appealing to customers, you still have to make sure that you stay on top of the trends and Amazon’s algorithm updates. Optimizing your Amazon listing can be easily done if you have the right tools in your arsenal. With SellerMobile, you can tap into an array of tools and features that will not only optimize your Amazon business but also automate and streamline most of your business processes.

If you need assistance on Amazon SEO, visit our site or contact us today!

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