Amazon Basics: Amazon SEO Best Practices

When it comes to improving your product visibility and relevance on the Amazon search results page, mastering Amazon SEO is vital. Just like the Google algorithm, Amazon has its proprietary algorithm that decides which products are presented above the fold for its customers. As such, the role of eCommerce content experts now becomes two-fold: they need to craft content that is both engaging enough to convert their users and formulaic enough to be recognized by the algorithm. In today’s article, we take a closer look at Amazon SEO best practices and how you can better appeal to the algorithm while still keeping your content fresh and captivating.

TABLE OF CONTENTS
1. Amazon A10: The Algorithm Behind the Search
2. Amazon SEO Best Practices
3. VASO Group Can Help You Master Amazon SEO

Amazon A10: The Algorithm Behind the Search

Amazon A10 (formerly A9, now upgraded) is the complex algorithm that governs product search and recommendation on the Amazon marketplace. While its exact workings are proprietary and not fully disclosed, we’re aware of some key factors it considers when ranking products. The key thing to remember is that the Amazon algorithm will always make sure to display products that customers are more likely to purchase (because then Amazon will get paid more), so any prep work that gets your product eCommerce-ready is a step in the right direction.

1. Keyword Relevance

There’s a reason keyword-stuffing is a known SEO strategy. Even though it doesn’t register well with human users, adding many relevant keywords to your product titles, bullets, and long descriptions should usually improve your chances of ranking higher in the search results. Some factors that impact the algorithm’s perception of your content include:

• Exact Match: Products with keywords that perfectly match the search query tend to rank higher.
• Relevance Score: A10 calculates a relevance score based on how well the product’s keywords align with the search terms.
• Keyword Placement: Keywords in the product title, description, and bullet points have a greater impact.

2. Customer Reviews and Ratings

As a consumer yourself, you would be hesitant to purchase a product with few reviews and a low overall rating. Taking this into consideration, A10 implements that same judgment and favors products with more reviews and a more positive rating over newer products or those with low ratings.

• Positive Feedback: Products with more positive reviews and higher ratings are generally favored.
• Review Recency: Recent reviews can influence rankings more than older ones.
• Review Volume: A large number of reviews can boost visibility.

3. Sales Velocity

The Amazon A10 algorithm favors products that have historically high sales volume and a steady stream of inventory so that customers are more likely to buy and always get their orders as fast as possible. Therefore, if a product has a good sales history with few dips in inventory levels, it’s more likely to be displayed higher on the results page.

• Sales History: Products with a consistent sales history are more likely to rank well.
• Conversion Rate: Products with high conversion rates (sales per clicks) are favored.
• Inventory Availability: Products with sufficient inventory are more likely to be displayed.

4. Product Information

Again, as a consumer, you’ll want to know as much information as possible about your product. Therefore, filling in all content fields with accurate product information will significantly boost your chances of ranking higher.

• Completeness: Complete product information, including detailed descriptions and images, can improve rankings.
• Accuracy: Ensure that product information is accurate and consistent.
• Product Category: The product’s category can influence its visibility.

5. Fulfillment Method

Customers like to get their orders as fast as possible. As such, Prime status and fulfillment methods play an important role in product ranking.

• Prime Eligibility: Products eligible for Amazon Prime often have a ranking advantage.
• Fulfillment by Amazon (FBA): FBA products tend to have faster shipping times and better customer service, which can positively impact rankings.

6. Pricing

Competitive pricing usually encourages higher conversion rates. The Amazon algorithm displays products with good prices and fewer price fluctuations higher on the results page.

• Competitiveness: Competitive pricing can attract more customers and improve sales.
• Price Fluctuations: Frequent price changes can negatively impact rankings.

7. Additional Factors

Aside from those covered above, there are other factors that affect a product’s ranking as well. They include:

• Click-Through Rate (CTR): Products with higher CTRs (clicks per impressions) may be ranked higher.
• Conversion Rate: Products with higher conversion rates (sales per clicks) may be favored.
• Product Age: Newer products may have a slight advantage, but older products with strong performance can still rank well.
• Seller Feedback: Positive seller feedback can influence a product’s ranking.

Amazon SEO Best Practices

Now that we know what factors affect the Amazon A10 algorithm’s judgment, it’s time to focus on what we can do with our product content to better appeal to it. Today’s guide will only focus on Amazon SEO best practices, with detailed instructions on how to improve your product listing content.

1. Keyword Research

Keywords are the most important part of your product listing content. From your keyword research tool, choose high-volume keywords with historically high conversion rates to ensure the most effective product content. Consider using niche, long-tail keywords to draw in a smaller but more dedicated customer base. In addition, don’t forget to add any relevant backend search terms to your listings. They might not be directly related to your product, but will likely complement your content.

• Identify Relevant Keywords: Use tools like Amazon’s Keyword Planner, Google Keyword Planner, or SEMrush to discover popular search terms related to your product.
• Target Long-Tail Keywords: Consider long-tail keywords with lower search volume but higher conversion rates.
• Analyze Competitor Keywords: Examine the keywords used by your competitors to identify opportunities.
• Backend Search Terms: Include back-end search terms that are more loosely related to your product or brand to expand your reach.

2. Optimize Product Title

Product titles with an exact keyword match with the user’s query will rank higher than competitors in the search results page. As such, strategically inserting relevant keywords into your product titles, bullets, and long descriptions will increase the relevance of your products in your category.

• Include Keywords: Incorporate your most relevant keywords naturally into the title.
• Be Concise: Keep the title under 150 characters to ensure it displays in full.
• Use Proper Capitalization: Follow title case capitalization for better readability.

3. Write Compelling Product Descriptions

Product descriptions give you an opportunity to elaborate on features and information not mentioned in the title, bullet points, or images. Find opportunities to incorporate long-tail keywords in your description to improve relevance without too much competition.

• Use Keywords: Include your target keywords throughout the description.
• Highlight Benefits: Focus on the benefits your product offers to customers.
• Tell a Story: Engage customers with a compelling narrative about your product.

4. Leverage Bullet Points

Bullet points help you quickly communicate the most important features and benefits of your product to your customers. They’re also prime real estate for relevant keywords because of their placement (above the fold). 

• List Key Features: Use bullet points to highlight the most important features of your product.
• Be Concise: Keep bullet points short and to the point. Stick to less than 200 characters.
• Use Strong Verbs: Start each bullet point with a strong verb.

5. Optimize Product Images

Aside from written content, also pay attention to visual content. Use high-quality images to improve your click-through rate, which also helps to improve your standing with the Amazon A10 algorithm.

• High-Quality Images: Use high-resolution images that showcase your product from multiple angles.
• Accurate Representation: Ensure images accurately depict the product’s appearance and features.
• White Background: Use a white background for your main product image.

VASO Group Can Help You Master Amazon SEO

Our content experts at VASO Group are experienced in researching keyword opportunities and incorporating them into your product listing content. We’re familiar with the above Amazon SEO best practices, and we also have a few tricks up our sleeve for advanced content optimization. Leave the optimization work to us, and you will have more time crafting your sales strategy to maximize your profits.