SEO for Amazon: How to Actually Rank (and Sell) in the World’s Most Competitive Marketplace

Suppose you decide to set up a tiny kiosk in the world’s busiest shopping mall overflowing with millions of products.

Would anyone stop by? Not unless you’ve something that draws or allures them in.

That’s exactly what selling on Amazon is like.

With over 9.7 million sellers globally, Amazon isn’t just a marketplace; it’s a product search engine. In fact, more product searches begin on Amazon than on Google.

So if you’ve ever wondered:

• “How do I make my product actually show up on Amazon search?”

• “Why isn’t my listing converting like my competitors’?”

• “What’s this whole Amazon SEO thing really about?”

You’re in the right place.

With over 13 years of rich experience and expertise in organic search, we will help you develop a rock-solid Amazon SEO strategy, from keywords to conversions, in a way that actually makes sense and works.

Ready to rank? Let’s go.

Wait, what is SEO for Amazon, exactly?

We’re accustomed to thinking of SEO as a Google-centric concept. But Amazon has its own search engine and its own rules.

Amazon SEO is the art (and science) of optimizing your product listings to appear higher in Amazon search results so that more people see, click, and buy your stuff.

The big difference lies in intent.

Google is where people research.

Amazon is where people buy.

That means ranking high isn’t about being the most informative listing; it’s about being the most relevant and most likely to convert.

Your mission should be to help Amazon’s algorithm (A9) understand what your product is, match it to what the shopper wants, and trust that you’ll deliver.

If you’re thinking, “Hey, I know SEO. I’ve done it for Google. How different can it be?”

The answer: Very.

Let’s quickly compare.

Bottom line?

Google rewards relevance.
Amazon rewards revenue.

Meet A9: Amazon’s mysterious matchmaker

The Amazon A9 algorithm is like a hyper-efficient shop assistant. Its goal is to show the most buyable product at the top of the search results.

Here’s what it’s scanning for:

• Relevance: Do your keywords match what people are searching for?
• Performance: Do people click, make a purchase, and leave positive reviews?
• Customer Experience: Are you in stock? Are your returns low? Are people happy?

Google rewards good content, whereas Amazon rewards good sales.

If your listing doesn’t convert, Amazon will push it down, even if it’s keyword-stuffed to the heavens.

So, how do you strike the right balance? You start with Step One…

Step 1: Amazon keyword research (Don’t wing it)

Let’s be real, randomly guessing keywords is not a strategy.

You need to know exactly what your ideal customer is typing into the Amazon search bar. And no, it’s probably not “cool wireless gadget” or “super comfy shirt.”

Amazon shoppers are precise. They search for “white noise machine for baby with timer”, not just “sound machine.”

Here’s how to do Amazon keyword research like a pro:

• Use Amazon autocomplete: Start typing your product and watch the search suggestions. Amazon is literally telling you what people are searching.
• Stalk top listings: See what keywords your competitors are using in their titles, bullets, and descriptions.
• Utilize tools like Jungle Scout, Helium 10, and Keyword Tool to gain a competitive edge. Filter for high-volume, low-competition terms.

We recommend using long-tail keywords. They might have less traffic but way higher conversion rates (and lower competition).

Step 2: Amazon product listing optimization – Make every word work hard

Suppose you’re scrolling through Amazon, looking for a product, maybe a baby sound machine or a pair of wireless earbuds. You click on one listing, and it’s clear, informative, and actually sounds like it “gets” what you need. You feel good about it.

Now another one? It’s just a mess of keywords and buzzwords. You’re out.

That’s exactly how your customers decide. Your listing is your sales pitch, your packaging, and your first impression, all rolled into one. So, it better be good.

Here’s how to optimize your Amazon listing so it not only shows up, but also actually sells.

1. Title = The hook that stops the scroll

Your title is where it all starts. Amazon’s A9 algorithm and your customers look here first.

So what works?

• Start with your main keyword (that thing people are actually typing into the search bar)
• Add key info: brand name, product type, color, size, important feature
• Keep it clear and readable, don’t just mash in every possible phrase.

Bad example:

“Best New Awesome 2025 Sound Machine Sleep Noise Baby Bedroom Tech”

(That’s a mess and screams “don’t trust me.”)

Good example:

“Hatch Rest Baby Sound Machine – Night Light, White Noise & Timer – Bluetooth – Grey”

(It’s keyword-rich, clear, and tells me exactly what I’m getting.)

2. Bullet points = The deal makers

This is where shoppers go to quickly understand:

“What’s in it for me?”

Amazon gives you five bullet points; use them. Each should:

• Start with a bold benefit
• Explain the why it matters
• Tackle a concern or answer a question

Example:

Sleep Through the Noise – Blocks out city sounds or snoring with 8 soothing white noise settings.

Don’t just list specs. Instead, speak to the user’s everyday problems and how your product makes life better.

And yes, it’s okay (and even smart) to trigger emotions: comfort, convenience, and peace of mind.

3. Description = Your brand’s mini elevator pitch

If your bullet points are the quick-scan highlights, your description is where you connect on a deeper level.

You can tell a short, skimmable story here:

• Start with the problem your product solves
• Walk through the benefits in real life.
• Keep paragraphs short and conversational

For instance, if it’s a pet grooming glove:

“Struggling with shedding fur all over your couch? Our grooming glove turns brushing into bonding, removing loose hair while giving your pet a gentle massage.”

You’re not just selling features. You’re selling relief, convenience, confidence.

4.Backend keywords = Your invisible SEO advantage

Backend keywords aren’t visible to customers, but Amazon’s A9 sees them loud and clear.

Think of this as your “secret SEO drawer.” It’s where you drop:

• Synonyms
• Misspellings
• Alternate phrasing (e.g., “dog toothbrush” vs. “puppy teeth cleaner”)
• Related search terms

Here are some pro tips:

• Don’t repeat keywords already in your title or bullets.
• No commas or unnecessary words
• Don’t use brand names (even your own)

It’s 250 bytes of SEO juice, make the most of it!

5.  A+ Content = Your visual sales closer

If you’re brand is registered, A+ Content is a no-brainer.

This is your chance to really show off your product with:

• Lifestyle images
• Feature callouts
• Comparison charts
• Your brand’s story

According to Amazon, A+ content can increase conversion rates by up to 8%. That’s pretty huge.

Even though A+ content doesn’t impact search rankings directly, it does keep people on the page longer, and when more people buy, Amazon rewards you with better rankings.

Think of it this way: backend keywords get you seen. A+ content helps you convert.

Step 3: Visuals that rank (and convert)

You can’t talk about Amazon listing SEO without highlighting the role of images. While they don’t directly influence keyword rankings, they dramatically impact conversions, which the A9 algorithm loves.

Here are some Amazon’s image must-haves:

• Main image on white background
• Show product from multiple angles
• Use lifestyle shots showing the product in use
• Add infographics that highlight features and size

You could try adding a short video if your category allows it. Listings with videos tend to see higher engagement and better conversion rates.

Step 4: Reviews, ratings & social proof

Imagine walking into a restaurant with no reviews. Would you trust it?

Amazon shoppers feel the same.

High-performing listings often have hundreds or thousands of reviews with a solid 4.5+ rating. That’s why reviews are a core part of any Amazon SEO strategy.

Here’s how to get more reviews (ethically):

• Use Amazon’s “Request a Review” button
• Enroll in Amazon Vine (if eligible)
• Follow up post-purchase with helpful emails (compliant with Amazon’s TOS)

A steady stream of positive reviews not only boosts buyer confidence but also signals to Amazon’s algorithm that your listing is worth ranking higher.

Step 5: Drive sales to climb the rankings

Now here’s where it gets strategic.

If you’ve done everything right, such as great keywords, a clean listing, compelling images, Amazon still wants to see one thing: sales.

Why? Because sales velocity equals ranking fuel.

That’s why many sellers:

• Use Amazon PPC (sponsored ads) to boost visibility for new products
• Run external traffic from Google Ads or social media
• Offer limited-time discounts or coupons to encourage conversions

The more sales you drive, the more data Amazon has to justify giving you that coveted top spot.

TL;DR? Here’s all the goodness in a nutshell!

Source

You might want to peruse a quick Amazon SEO checklist.

The road ahead 

If you’re looking for affordable SEO tools that deliver results, we have a detailed blog recommendation that you might enjoy: Affordable SEO Tools That Actually Work: Our Tried-and-Tested Tech Stack.