Amazon Seller, Amazon FBA, Marketing Strategy / 4 MIN READ

How Amazon SEO can Make-or-Break your FBA Business


These days, any business that even remotely operates with an eCommerce component incorporates search engine optimization (SEO) in its overall strategy. Truly, SEO and its role in boosting your exposure and overall profitability cannot be overstated. But you can’t just simply apply a uniform to SEO. A marketing tactic this critical needs to be tailored to the nature of your business. And for sellers on the world’s largest online marketplace, Amazon SEO is an entirely different animal. 

Fulfillment by Amazon (FBA) businesses like yours need to drill down into the details. Only then can you maximize the potential benefit of Amazon SEO. But to do so, you need to be both vigilant and persistent.

This is one of the most powerful tools an FBA seller can turn to for a sales boost, but it isn’t a set-it-and-forget-it deal. Amazon SEO should be at the forefront of your managerial mindset, informing your decision-making process throughout your journey towards growth. 

If you take the time upfront to discover how SEO functions in your Amazon business, you’ll save yourself a ton of struggle later on. So let’s discuss how Amazon SEO can directly affect your business and why it just might shape your future. 

How Amazon SEO Boosts Sales


Even if you think you have an understanding of how SEO generally works, it’s vital for Amazon FBA sellers like you to understand what it means in the context of your business. The goal, of course, remains largely the same. You want to increase the exposure of your business and, in the process, witness a spike in sales conversion.

Just like with a Google search, you want your product listings to show up in the first search results page. Similar to how Google’s search engine has its criteria to rank websites, Amazon has its own specifications and algorithms you’ll need to grasp to adjust your approach accordingly. For your product to best the competition for Amazon product rankings, let’s break down how Amazon SEO works.

Any successful business owner will tell you how integral it is that you maintain a keen insight into the customer experience.

According to the Amazon algorithm, only products that match customer keywords are displayed. But their order is determined by both relevance and sales performance. So you cannot rely solely on either customer behavior or the predictability of Amazon’s own algorithm, also known as Amazon’s A9 algorithm.

In this regard, Amazon SEO is more challenging than traditional SEO. You must adapt your approach to both satisfy customer-selected keywords and bear in mind how Amazon will consider your product listing. Thankfully, there are several impactful ways you can optimize your Amazon SEO.

Optimizing Your Amazon SEO

Each product listing consists of several different elements you can optimize to increase your chances of successfully leveraging Amazon SEO and winding up in more prospective customer’s search results. Use your target customer as your guiding star when developing your Amazon SEO strategy.


  • Your product’s title: Include the most relevant keywords in your product title. The more specific you are, the better chance of someone looking for that very same product will get pinged by Amazon and included in the customer’s search results. As the first impression, your title plays a big role in whether your product ranks. Make sure your title length is between 60 and 80 characters. If it exceeds 80 characters, Amazon may suppress your listing.
  • Your product image: You don’t want to be sitting on the perfect product for a customer, only for it to be poorly ranked due to a lack of images. So include not only a variety of images, including close-ups, but consider videos as well. You’ll need premium quality images before Amazon will let shoppers zoom. Ensure all images are at least 1000 pixels in either width or height or your ranking could be affected.
  • Your product description: This is where you can include as many details about your products as you want. Of course, presentation is important too. So it should be well-written and error-free. Moreover, don’t just rattle off your product’s selling points. Use a little finesse and craft a descriptive, persuasive argument that compels customers. If you own a registered trademark for your brand, make sure you sign up to Amazon’s Brand Registry to give you access to A+ content - this allows you to create richer product descriptions.

Tips to Apply Amazon SEO Best Practices

To make your listings most effective, you’ll probably need to engage in a bit of trial and error. But you can easily put some Amazon SEO best practices into action to guide you in the right direction.


  • Do your research: Just as in traditional SEO, you’ll need some insight into your customer behavior to identify the best keywords. Long-tail keywords -- that is, those consisting of at least three words -- are your best bet here. Again, remember Amazon shoppers tend to know exactly what they’re looking for. So specificity is key. Include as many keywords as you think you need in your listings.
  • Experiment with different pricing: Customers aren’t solely driven by price, but it is a major factor when making a purchase decision. As such, you should aim to find that sweet spot between customer affordability and your own profit margin. If you price yourself too far away from your competition, it will hurt your Amazon SEO in the long run. Again, do your due diligence and market research.
  • Keep an eye on customer feedback: We mentioned earlier how you need to know how your customers think and what they value. This is especially important when managing your reviews. You want to solicit feedback every chance you get, and of course, take heed when you get it. But also dig deeper into what your customers aren’t saying. You might find even more opportunities for growth and improvement. 

The above guide to optimizing your Amazon SEO and reacting accordingly to the results isn’t all-inclusive, of course. The more time and effort you place on improving your listings, the better the chances you’ll get the Amazon product ranking you’re aiming for.

Bear in mind that your goal is to get the word out about your product and foster an atmosphere of professionalism, respect, and transparency with your customers. It’s the best way to develop brand loyalty, get those sales and positive reviews, and keep your Amazon store thriving for years to come.

Amazon’s A9 algorithm is incredibly intelligent; it really does think like a consumer, and ranks product listings according to what is most likely to convert. If you keep this in mind and think like your customer when optimizing your product pages, you’ll be surprised how much you can improve its ranking.

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Originally published May 21, 2020 6:56:59 AM / Updated June 5, 2020