Amazon SEO

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Amazon Ranking Optimization

If you sell or want to sell your products on Amazon, there are certainly many competitors on Amazon. This is because Amazon, as a marketplace, offers a great opportunity to increase its own sales. However, always remember that Amazon only wants to show its users products that are relevant (search query/category) and are highly likely to be purchased. In this post about Amazon SEO, our Amazon consultants explain to you how to optimize your products on Amazon.

Amazon SEO: Relevance and Performance

What is my target group looking for? If you can answer these questions, then you should use exactly these search terms (keywords) and search phrases on your article page. Because if you manage to create high relevance with it, your users and Amazon will thank you. An important factor in Amazon SEO is the relevance to the search term – a keyword research is very important at Amazon and a term, which still worked in December, does not necessarily work in January. A ranking loss, can be affected by a seasonal keyword change and you should always keep an eye on time-sensitive product images. The performance of your own Amazon sales can be significantly influenced by a professional article page, regardless of the product price.

Relevant search terms for your product

Amazon does not voluntarily give us keywords, but there are some sources you can use for keyword research and thus high relevance. As a first direct source Amazon offers the Amazon Suggest function (suggestion search) and the report for Sponsored Products Campaigns (Amazon PPC), here you have an insight into the impressions of the search terms and can optimize your article pages with the help of Amazon PPC. A second source for search terms is of course Google, because we don’t have to reinvent the wheel, and even if the search intention on Amazon and Google is not necessarily the same, Google offers with its products like Google Ads Keyword Planner, Google Ads search terms report, Google Trends and Google Suggest (suggestion search) a good way of keyword research.

Use as relevant keywords / words as possible in your article page. And use all the options in the Amazon Seller Center.

Amazon Seller Central

In Amazon Seller Central you manage your products (items). Your own products can be listed easily and quickly and below I would like to show you the most important settings that you should consider in your Amazon optimization:

Keywords in product title

The product title(product name in the Seller Center) may contain up to 50 characters in Amazon. You should design the product title so that your most important keyword is at the beginning, and relevant information follows, because Amazon shortens the product title in the SERPs. If you use the unique selling pro position or a call to action, you should also not let Amazon shorten it. However, regularly review the relevance of their product titles and conduct a competitive analysis.

Manage inventory ” Product ” Important information ” Product name

Tip: If you notice a declining or low click-through rate (CTR) in your Amazon PPC campaign, don’t be afraid to A-B test here.

Keywords in the bullet points (attributes)

In Amazon Seller Center, you have up to 5 attributes to add under Manage Inventory ” Product ” Advanced View ” Description. These appear on the article page as a list, so-called bullet points.

Bullet points are one of the important elements that a potential buyer sees. Here you should use relevant keywords and not write novels. Less is sometimes more here – but don’t be afraid to run A-B tests either. Especially during holidays, bullet points are a great way to get more attention. For example, at Christmas, many use symbols like 🎄 or ❤️ in the bullet points.

However, depending on the complexity of your product, you should use 5 product features (attributes or bullet points) to accommodate the most important information. Although many product categories can use up to 250 characters per bullet point, I recommend you use a maximum of 80 characters per bullet point (avoid filler words) for readability and relevance.

This is a good bullet points strategy:

  1. Summary of the product
  2. Accessories included in the scope of delivery
  3. Unique selling proposition
  4. More features
  5. Calls to action (CTA)

Keywords in the product description

The product description serves to advise customers to the maximum in their purchase decision process and at the same time to persuade them to make a purchase. Within the product description you have limited space (2000 bytes), so you should use the product description to show – why exactly your product is better than the others – the customer benefit, stands here before the pure product feature.

The A+ content allows you to show your products in a more individual way. You will get several templates with the help of which you can make your product page more vivid. Due to the higher number of available characters, more attention can also be paid in Amazon to SEO, because the usual about 2000 characters are quickly reached.

For a comprehensive set of all Amazon image guidelines for your product category, see the corresponding category style guide. Please read them carefully, as the images you upload to Amazon must meet these requirements. Please note that in case of overlap or conflict, the guidelines of the respective category take precedence.

Relevant product images

You can upload up to 9 product images, but you must use at least one main image. Many images of your products make your offer more attractive and increase the click-through rate (CTR) and increase sales! With appealing images in high quality you increase the traffic on your article pages.Main images should always be supplemented by other images showing different sides of the product, e.g. the product in use or certain details that are not visible in the main image.We have very good experience with images in full HD format (1920×1080 pixels) and 1:1 format.

Amazon requirements for product images:

  • The main image must have a pure white background, it must be a photograph (not a drawing), and it must not depict any accessories that are not included.
  • Products must fill at least 85% of the image.
  • Pictures must show only the product that is for sale.
  • They may contain few or no props and no logos, watermarks or inset images.
  • Images may only contain text that is part of the product.
  • Images must have at least 1000 pixels on the longest side and at least 500 pixels on the shortest side.
  • Images must not exceed a resolution of 10000 pixels on the longest side.
  • JPEG is the preferred image format, but you can also use PNG, TIFF and GIF files.
  • People may not be depicted in the main image, except for adult clothing.
  • The main image must not contain multiple images of the same single oroduct.
  • The products for sale must not be cut off from the edge of the frame on the image. This does not include jewelry (especially necklaces).

Note: Products without a main image will not appear in the search or browse until you correct this.

For a comprehensive set of all Amazon image guidelines for your product category, see the corresponding category style guide. Please read them carefully, as the images you upload to Amazon must meet these requirements. Please note that in case of overlap or conflict, the guidelines of the respective category take precedence.

12 Amazon Ranking Factors

As mentioned earlier, Amazon SEO is all about relevance and performance. You can influence the performance very strongly via the sales price, among other things you can set a promotion price and promotion period for each product in the Amazon Seller Center.

These are the 12 most important Amazon ranking factors:

Amazon SEO from eBakery

As an Amazon SEO agency, we specialize in optimizing products on Amazon.

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    Frequently asked questions

    When you think of search engine optimization, you certainly think directly of Google. But SEO is also important on eBay, YouTube and Amazon, because if you want to sell successfully on Amazon, you have to get to grips with how a search and ranking algorithm works and how to optimize it.

    As an Amazon SEO agency, we offer a free, no obligation initial consultation. The costs here should of course be in proportion to your own sales, and so we advise you individually and do not pass on any package offers to our customers. Often it is minor adjustments, but also extensive Amazon SEO training incl. Amazon PPC Workshops. Our goal is your success!

    The Amazon sales rank, also often referred to as Amazon Best Seller Rank (BSR) or bestseller rank. The Amazon sales rank shows how well a product sells relative to other products in the same category over a period of time.