Amazon SEO: Guide for a better ranking

Amazon SEO is currently the talk of the town in e-commerce circles. According to recent studies, more (online) shoppers now search for product information on than on Google. The study Cross-Channel in change - Das Informations- und Kaufverhalten der Konsumenten Vol. 7 (Cross-Channel in Transition - Consumers' Information and Buying Behavior Vol. 7) by ECC Cologne and the e-commerce software company hybris revealed that one-third of potential buyers obtain information on Amazon's pages - regardless of the online or brick-and-mortar store where the purchase is ultimately made. With a share of 14.3 percent, Google comes a distant second in the search for product information.

In view of this development, sound marketplace optimization (MPO) is becoming increasingly important. As with Google, the objective of Amazon SEO is to land in the top three positions in the Amazon ranking. The optimization measures for the Amazon search engine A9 are based on similar principles as Google SEO, but there are also serious differences. Basically, OnPage and OffPage factors also play a role in the MPO. Relevance as a decisive criterion is another common feature. However, while Google focuses on informative, solution-oriented search results, Amazon search is all about buying the best, most affordable products. Our compact guide shows how online retailers can effectively optimize their products for Amazon's algorithm.

OnPage optimization: The perfect product description

An optimally prepared Amazon product page scores with good, meaningful content, the right keywords including synonyms, and high-quality images. The primary objective must always be to increase the likelihood of a purchase. At the same time, attention must be paid to a long dwell time and low bounce rate - these factors also influence the Amazon ranking in addition to conversion. The focus of the optimization measures is:

  • The product title: with a maximum of 200 characters, the brand and product are described with the central sales arguments and keywords.

  • The images: A resolution of at least 1000 x 1000 and a maximum of 1500 x 1500 pixels, as well as as as many easily recognizable details as possible, make up the attractiveness of a product photo. Especially the first image should meet these requirements, as it appears in the search results. It is supplemented by six to eight other images.

  • The product description: The features of the item are described in an appealing way with relevant keywords in a clear structure with subheadings. An active, emotional style with direct appeal is just as important as naming the central selling points and unique selling propositions.

  • The bullet points inform the potential buyer compactly about the most important product features. 5 bullet points are available and should also be exhausted and provided with the most important keywords.

  • Keywords in Seller Central: Filling out the "Keywords" tab in the product settings input mask with 50 characters per line is worthwhile - the keywords have a direct influence on the ranking. Keyword combinations with hyphens are read by the A9 algorithm as "AND". Only one space belongs between the keywords.

Performance factors: improve CTR and conversion

In addition to increasing the relevance for the respective search query, improving the click and conversion rate is another important goal of OnPage optimization. Decisive for this are the performance factors that can be used to control whether a product is purchased. They are more important for Amazon, which lives from the sales commission, than the relevance factors. If the sales rate increases, the ranking automatically rises. Online merchants who want to score with their items from Amazon's point of view must focus their attention on the following points:

  • competitive price in the Marketplace

  • positive product reviews that are helpful to other buyers

  • continuous availability and fast delivery times

  • low shipping costs

  • low returns rate

  • good retailer ratings

  • high Amazon bestseller rank 

  • correct product categorization

  • appearance in the Buy Box

  • shipping through Amazon (Amazon Prime logo)

OffPage Optimization: Reviews, Social Media and Affiliate

In Google SEO, OffPage optimization primarily means building good backlinks. In Amazon SEO, the product ratings and reviews fulfill this function to some extent. And as with Google, over-optimization or manipulation leads to a penalty. Fake reviews are strongly discouraged. A completely legal way to increase traffic to Amazon product pages is to participate in the Amazon Affiliate Program. From a website ranking well on Google, sales of Amazon products are increased via affiliate. Traffic can also be redirected very well to Amazon via Social SEO with effective marketing measures. 

Conclusion: As with Google SEO, there are many individual cogs in Amazon SEO that work together to improve the ranking. Merchants who fully exploit the potential will be rewarded with an increase in sales. Amazon's own SEO tools are available for measuring success.