Mastering Amazon SEO: The Game-Changer for Brands in 2023 - Insights by eBrandity



Welcome to ebrandity, your one-stop solution for conquering Amazon’s search algorithm and maximizing your sales potential! In today’s bustling e-commerce landscape, Amazon stands as a titan, bridging the gap between buyers and sellers across the globe. However, the vast expanse of this online marketplace means that standing out can be a challenge. But just as Google uses its algorithms to rank websites, Amazon too has its own unique system for determining which products to showcase to its millions of users. Welcome to the world of Amazon SEO. 

Whether you’re a seasoned seller aiming to revitalize your product listings or a newbie looking to make a splash in the Amazonian waters, mastering Amazon SEO is your key to success. In this series, we’ll delve deep into the intricacies of this optimization art form, sharing insights, tips, and strategies to elevate your products to the top of search results. Buckle up and join us on this journey to seize the unmatched opportunities that Amazon presents. 

Table Of Content

  • Why Amazon SEO Matters
  • Amazon’s A9 Algorithm –  The Foundation of Amazon SEO
  • Pivots of Amazon SEO
  • What is Amazon  Product Listing
  1.    Title
  2.    Images & Videos
  3.    Backend Keywords
  4.    Bulletin Points
  5.    Description
  6.    A+ Content
  7.    Price
  8.   Ratings & Reviews
  9.   Questions & Answers
  • ebrandity’s Winning Amazon SEO Strategies
  • Conclusion

Why Amazon SEO Matters

Why Amazon SEO?” is a pertinent question for sellers and brands looking to capitalize on the immense potential of the Amazon platform. In the dynamic digital realm of e-commerce, Amazon stands out as the world’s premier marketplace, a colossal bazaar where products from every corner of the globe are up for grabs. But such vastness comes with its own set of challenges. For sellers, this sprawling digital space becomes a battleground where visibility is the weapon and sales the ultimate prize. Enter Amazon SEO.

Amazon’s A9 Algorithm – The Foundation of Amazon SEO

Before get into the Amazon SEO, We need to understand Amazon’s A9 Algorithm. It’s responsible for determining product rankings on Amazon, understanding the nuances of A9 can be the difference between your product landing on the coveted first page or being relegated to the depths of search results. Understanding the A9 Algorithm is pivotal for any brand or seller on Amazon. With the platform’s immense competition, those who master the intricacies of A9 can strategically optimize their listings to enhance visibility, drive more clicks, and ultimately, achieve more sales.

What is the A9 Algorithm?

  • The A9 Algorithm is the search engine heart that powers Amazon’s vast e-commerce landscape. Named after Amazon’s subsidiary, this proprietary algorithm determines how products are ranked within Amazon’s search results. Unlike traditional search engines that prioritize delivering information, A9 emphasizes showcasing products most likely to be purchased, making it a unique blend of search relevance and conversion probability.
  • A9’s sophistication lies in its ability to balance various factors, ranging from keyword relevance and product pricing to user behavior and sales history. Every time a shopper enters a query, A9 rapidly evaluates millions of products to present those that are most pertinent and likely to satisfy the user’s intent. By understanding and optimizing for A9, sellers and brands can significantly enhance their product visibility and, consequently, their sales potential on Amazon.

Pivots of Amazon SEO

  • The Landscape of Amazon: First, it’s crucial to understand the scope. Amazon isn’t just a marketplace; it’s an ecosystem. Millions of products, thousands of categories, and countless sellers populate it. In such an immense space, the difference between being seen or overshadowed hinges on how well your products are optimized for Amazon’s search algorithms. 
  • Beyond Just Keywords: While integrating relevant keywords is a fundamental aspect of Amazon SEO, it’s just the tip of the iceberg. Enhanced Brand Content, A+ content, product images, accurate categorization, and garnering positive reviews play integral roles. Together, they craft a compelling narrative for your product, creating a holistic and appealing presentation for potential buyers. 
  • Economic Efficiency: Investing in Amazon SEO can provide a more sustained and organic growth trajectory for your products. Unlike paid advertising campaigns, which require continual financial outlays, a well-optimized listing can continue to attract and convert customers without the recurring costs. Over time, this can lead to a higher return on investment. 
  • Building a Brand Image: Beyond immediate sales, Amazon SEO aids in building a lasting brand image. When customers consistently see your products ranking high, it fosters a sense of trust and reliability around your brand. Over time, this recognition can lead to increased loyalty and repeat purchases. 
  • Adapting to Evolving Consumer Behavior: Consumer search patterns and preferences are not static; they evolve. Regularly updating and optimizing your listings based on current trends and keyword research ensures that you’re not just catching the wave but riding it. 
  • Visibility Equals Sales: On Amazon, a product that ranks higher for specific keywords typically receives more clicks and subsequently more sales. It’s a simple equation: better visibility leads to higher chances of purchase. 
  • Enhanced User Experience: Amazon SEO isn’t just about ranking higher. It also involves optimizing product images, descriptions, and reviews. This ensures that once a potential buyer clicks on your listing, they get all the information they need, increasing the chances of a sale. 
  • Cost-Effective Marketing: While there are paid advertising options on Amazon (like Sponsored Products), SEO offers a cost-effective way to gain organic visibility. Once you’ve invested in optimizing your listing, the benefits can be long-lasting without the continuous costs associated with pay-per-click campaigns. 
  • Builds Trust and Credibility: Products that rank higher on Amazon search results often appear more trustworthy to customers. High rankings can indirectly indicate that a product is popular and well-reviewed.

What is Amazon Product Listing

An Amazon product listing refers to the page on Amazon’s marketplace where a specific product is displayed with details that potential buyers can view. When a seller wants to sell a product on Amazon, they create a product listing which serves as the online “shelf space” for that product. A comprehensive and optimized product listing can significantly influence a buyer’s decision to purchase the item.

Here are the key elements of an Amazon product listing:

  • Title
  • Images & Videos
  • Backend Keywords
  • Bulletin Points
  • Description
  • A+ Content
  • Price
  • Ratings & Reviews
  • Questions & Answers


This is the main headline for the product.The primary purpose of the title is to grab the shopper’s attention and give a quick overview of the product.

It’s important to keep the title clear, concise, yet descriptive. Including essential keywords can improve search visibility. Brand name, model number, size, and unique features (e.g., “wireless” for headphones) are commonly found in effective titles.

  • Do:
    • Include primary keywords.
    • Mention the brand name.
    • Highlight the main product features.
    • Capitalize The First Letter Of Each Word
    • Check Your Grammer and spelling mistakes
  • Don’t:
    • Stuff unnecessary keywords.
    • Make the title too lengthy or confusing.
    • Don’t Use promotional phrases like “best” or “sale.”
    • Refrain From Adding Special Characters Such As !, $, ^, *, {, }, #, ~, <, >.
    • Use Numbers Instead Of Words.
    • Avoid Writing In All Caps.

Images & Videos

Images allow the buyer to visually inspect the product. They provide a sense of the product’s size, color, design, and functionality. High-resolution photos that can be zoomed in on are preferred. This allows buyers to see fine details. It’s beneficial to have multiple images from different angles and perhaps images showing the product in use or scale reference.

While images don’t directly impact search rankings, they indirectly affect performance metrics (like click-through and conversion rates) that influence rankings.

  • Do:
    • Use high-resolution images.
    • Use Primary image with white background
    • Show the product from multiple angles.
    • Consider lifestyle images to show the product in use.
  • Don’t:
    • Don’t Use misleading images or those unrelated to the product.
    • Don’t Use watermarks or text overlay on the images.

Backend keywords

Backend keywords are essential in Amazon SEO because they allow sellers to rank for relevant search terms without cluttering the visible listing. These keywords are not visible to customers, but Amazon SEO takes them into account when determining product relevance to a search query. Properly optimized backend keywords can greatly enhance a product’s visibility on the platform.

 Utilizing backend keywords ensures that your product can be discovered for all relevant search terms, including those that may not have been appropriate or possible to include in the visible listing. This is an opportunity to cover synonyms, common misspellings, and related terms without compromising the quality and readability of the main listing.


  • Include relevant synonyms and variations of your main keywords.
  • Factor in common misspellings or alternative spellings (e.g., “color” vs. “colour”).
  • Use singular and plural forms of keywords.
  • If applicable, consider including related terms that a potential customer might search for.


  • Exceed the character limit provided by Amazon (usually 250 characters, including spaces).
  • Include brand names or competitors’ trademarks.
  • Use redundant keywords already present in your title or bullet points.
  • Incorporate irrelevant or misleading terms that don’t pertain to the product.

Bulletin Points

The inclusion of primary and secondary keywords within bullet points can significantly boost search visibility on Amazon. It’s the first detailed information a customer sees, so weaving in relevant keywords organically is crucial for attracting potential buyers.

Bullet points should be clear and concise, highlighting the primary features and benefits of the product. By doing so, they serve as a quick reference for customers, enhancing their understanding of what the product offers. An optimized bullet point section can lead to better informed purchasing decisions and reduced return rates.


  • Incorporate relevant keywords naturally to aid in search visibility.
  • Highlight main features and benefits succinctly.
  • Ensure clarity and brevity to keep the shopper’s attention.
  • Use consistent formatting, like starting each point with a capital letter.


  • Overload with too much information; keep it concise.
  • Repeat the same points or use redundant wording.
  • Use promotional or subjective phrases like “best on the market.”
  • Make false claims or promises the product can’t fulfill.



Integrating keywords naturally into the product description helps in indexing the product for a broader range of search queries. As this section provides an in-depth look at the product, incorporating both primary and secondary keywords can maximize its reach on the platform.

The product description should be detailed, providing a comprehensive understanding of the product’s value proposition. It’s an opportunity to address any common questions or concerns buyers might have, and to delve deeper into how the product can meet their needs or solve their problems. A well-optimized description not only informs the buyer but can also build trust, reduce returns, and improve overall satisfaction with the purchase


  • Integrate relevant keywords seamlessly, but avoid keyword stuffing.
  • Offer a structured and detailed product description.
  • Focus on how the product addresses specific needs or problems.
  • Make use of paragraphs or sections for better readability.


  • Draft long, unformatted, or monotonous paragraphs.
  • Make exaggerated or unsubstantiated claims.
  • Copy descriptions from competitors or use generic descriptions.
  • Use too many technical terms without explaining them, especially if your target audience isn’t specialized.

A+ Content

Amazon SEO A+ Content allows brand owners to modify the product description field of their branded ASINs with enhanced images, text placements, and a unique brand story.

While A+ content itself isn’t directly indexed by Amazon SEO, it plays a crucial role in improving other metrics (like conversion rates) that can influence rankings. A well-designed A+ content section can differentiate your listing, making it more engaging and informative for potential buyers, leading to higher sales, which can subsequently boost search rankings.

A+ content allows brands to offer a richer buying experience. By utilizing high-quality images, detailed product comparisons, and telling a compelling brand story, sellers can improve engagement, build trust, and ultimately drive higher conversion rates. It’s a platform to visually and narratively differentiate your product from competitors.


  • Ensure all images are clear, high-resolution, and relevant.
  • Maintain a narrative flow that guides the customer.
  • Emphasize what makes your product unique or superior.
  • If applicable, include comparison charts to help customers pick the right product.


  • Overwhelm with excessive text; balance information with visuals.
  • Use blurry or irrelevant images.
  • Clutter the design; keep it clean and logical.
  • Make false or exaggerated product claims.



This shows how much the product costs, and may also include details about discounts or promotions. Competitive pricing can improve sales velocity, which is a factor Amazon considers in its ranking algorithm. An optimized price point, especially with discounts highlighted, can improve conversion rates and overall sales.

  • Do:
    • Research competitor prices and position yours competitively.
    • Highlight discounts or promotions.
  • Don’t:
    • Frequently change the price without reason, as this can confuse potential buyers.
    • Undervalue your product.

Reviews and Ratings

Previous buyers can leave feedback and rate the product based on their experience. This provides potential buyers with insights into the product’s quality and the seller’s reliability.

Reviews can make or break a product. Products with higher ratings and more positive reviews tend to rank higher in search results. Positive reviews can boost sales, while negative ones can deter potential buyers.Engaging with and addressing reviews can improve brand perception and encourage more positive feedback.

  • Do:
    • Encourage satisfied customers to leave reviews.
    • Address negative reviews professionally, offering solutions when possible.
  • Don’t:
    • Pay or incentivize for reviews against Amazon’s policies.
    • Ignore or respond aggressively to negative feedback.

Questions and Answers:

Prospective buyers can ask questions about the product, and either the seller or other customers can answer them.This section allows potential buyers to seek clarity on any uncertainties. The faster and clearer the responses, the higher the trust and conversion rate. Other buyers can also chime in with their experiences, creating a community-driven support system.

Active Q&A sections, while not a direct ranking factor, can improve sales and overall listing engagement. Promptly answering questions reduces buyer hesitation and can lead to quicker purchasing decisions.

  • Do:
    • Answer questions promptly.
    • Provide accurate and helpful information.
  • Don’t:
    • Leave questions unanswered.
    • Provide misleading or false information.

Factors Affecting Amazon SEO

  1. Keyword Stuffing: Some sellers attempt to cram as many keywords as possible into their listings, making the titles or descriptions unreadable. While it’s essential to include relevant keywords, overdoing it can backfire and even lead to listing suppression.

  2. Neglecting Backend Keywords: Not utilizing the backend search terms section in the Seller Central or using it improperly can result in missed opportunities for visibility.

  3. Using Banned Words: Amazon has a list of prohibited words that should not be used in listings. Using such words, even unknowingly, can cause listing suppression

  4. Poor-Quality Images: Using low-resolution, blurry, or irrelevant images can deter potential buyers and decrease click-through rates.

  5. Not Monitoring Reviews: Negative reviews can affect SEO rankings. Ignoring or not addressing these reviews promptly can have adverse effects on visibility.

  6. Not Optimizing Product Descriptions: Some sellers offer very brief or uninformative product descriptions, missing an opportunity to include relevant keywords and provide value to potential buyers.

  7. Setting Unrealistic Prices: Overpricing or underpricing products without market research can negatively impact the sales velocity and, subsequently, the SEO ranking.

  8. Ignoring Inventory Levels: Regularly running out of stock can harm the product’s SEO ranking, as Amazon prefers to show products that are readily available.

  9. Failing to Address High Return Rates: Not investigating and addressing the root causes of frequent returns can harm the product’s standing on Amazon.

  10. Copying Competitor Listings: Some sellers copy content directly from competitors, thinking it will give them an advantage. Not only is this unethical, but it can also lead to listing removals and doesn’t guarantee the same SEO success.

  11. Ignoring Amazon’s Style Guides: Each category on Amazon has a specific style guide. Not adhering to these guidelines can result in decreased visibility or listing suppression.

  12. Sales Performance: Products that sell more tend to rank higher. This includes the historical sales velocity of the product. The more units sold, the better the product ranks.

  13. Click-Through Rate (CTR): How often shoppers click on a product after seeing it in search results can influence its ranking. A higher CTR is an indication of a product’s relevance to the search query.

  14. Conversion Rate: The percentage of visitors who end up buying a product after viewing it plays a critical role. Higher conversion rates signal to Amazon that users find the product relevant and appealing.

  15. Shipping and Fulfillment: Products that are eligible for Amazon Prime or those that have consistently fast and reliable shipping might be favored in rankings. This is because Amazon values providing an excellent customer experience.

ebrandity's Winning Amazon SEO Strategies

  • Keyword Research and Optimization: Our team of experts conducts in-depth keyword research to identify the most relevant and high-traffic search terms for your products. By strategically incorporating these keywords into your product titles, bullet points, and descriptions, we ensure that your listings align perfectly with customer search queries.
  • Compelling Product Titles: Crafting attention-grabbing and informative product titles is a cornerstone of effective Amazon SEO. We work with you to create titles that not only include relevant keywords but also entice customers to click on your listings.
  • Optimized Bullet Points and Descriptions: Clear and concise bullet points and product descriptions are crucial for conveying the benefits of your products to potential buyers. We optimize these sections to enhance readability and drive conversions.
  • High-Quality Images: Visually appealing images are essential to catch the eye of shoppers browsing through search results. Our team helps you present your products in the best light, thereby increasing click-through rates.
  • Positive Reviews and Feedback: Positive customer reviews build trust and confidence in your products. We provide strategies for encouraging positive feedback and handling negative reviews professionally.
  • Sponsored Product Ads: Our expertise extends beyond organic search optimization. We can set up and manage effective Sponsored Product Ads campaigns, allowing you to target specific keywords and boost your products’ visibility.


Amazon SEO is more than just a strategy; it’s a necessity in today’s competitive e-commerce landscape. As brands compete for visibility and customers, having an expertly optimized presence on Amazon can be the difference between getting lost in the shuffle and becoming a top choice for shoppers. At eBrandity, we’re equipped to guide you through this journey, ensuring your brand not only survives but thrives on Amazon.

Interested in taking your brand to new heights on Amazon? Reach out to our team at for a tailored strategy and expert guidance.

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