Amazon SEO in 9 Steps

With almost 25 million visitors per month, Amazon is the biggest online shop in Germany (as of October 2014).

Grafik zu den grössten Online-Shops in Deutschland

Thus Amazon is an important sales channel for many online retailers. Like in Google Search, it is crucial to appear among the first positions in Amazon to get clicks and achieve sales. In this article we will outline nine ranking factors that you should take into account for Amazon SEO.

1. Product Title

The product title is the most important place to use the keywords you want your product to be found for. The title should include the most relevant product information like for example:

  • Brand
  • Product line / model
  • Material
  • Color
  • Size

You can find some examples for good product titles on the Amazon website. You can use up to 500 characters for your title.

2. Bullet Points

On the Amazon product pages, there are up to five bullet points underneath the product title. Use these points to convince the users of your product. Make sure to use relevant keywords and to outline the most important information about your product, like for example:

  • Material
  • Relevant features and benefits
  • Information on controls
  • Details on pattern or design
  • Care instructions
  • Dimensions
  • Warranty information
Amazon example bullet points - Ninja Turtles Lego

3. Product Description

The product description appears further down on the product page. Even though it is less important than the title and the bullet points, it should contain relevant keywords as well. The description consists of continuous text and as a result should contain full sentences with additional information about the product.

Amazon example product description - Ninja Turtles Lego

4. Keywords

When adding your products to Amazon, you have the possibility to define keywords. If you are already using your keywords in the title, the bullet points or the description, you do not need to add them again as keywords – in this case Amazon will ignore them. However, you can use this possibility to add five additional keywords that you were not able to use in the other fields. The limit per keyword is 50 characters.

5. Product Details

When entering your products, you can define numerous product attributes. Fill out as many entry mask fields as possible and add all variations (e.g. all colors). In this way you ensure that your product will appear for as many filter options as possible.

6. Images

Amazon only shows your product if you follow the image guideline: Images should be larger than 1000×1000 pixels. In addition, appealing images have a positive impact on your sales.

7. Prices

Compare prices if you are offering the same products like other vendors. The vendor with the lowest prices has the highest chance for good ranking positions and a high conversion rate.

8. Conversions

The goal of Amazon is to sell products. Thus it is realistic to anticipate that products with higher conversion rates achieve better ranking positions. Use an accurate, keyword rich description, appealing images and attractive prices to positively impact your conversion rates.

9. Ratings

Good ratings also have a positive impact on the conversion rate and as a result are a relevant Amazon ranking factor. Ask your customers to rate your products. Do not create any fake reviews – Amazon is taking legal action against this behavior.


Do you still have any questions about SEO for Amazon or about search engine optimization in general? Feel free to send me an email.

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