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Amazon SEO - How to Rank on Amazon (2022)

Updated: Apr 21

What is Amazon SEO? If you ask 100 "Amazon SEO experts" this question you are likely to get 100 different answers. The truth is the only ones that know exactly what moves the needle to rank on Amazon are the developers of the Amazon A10 algorithm. However, as experienced Amazon sellers since 2016 we can speak from experience in having sold over $10 million dollars of product on Amazon and launched over 20 products in highly competitive categories that we have a very good idea on what it takes to rank currently on Amazon. And the truth is there is no silver bullet but a wide collection of variables including:



Amazon SEO

Pre-Launch Preparation

To quote Russell Wilson, "The separation is in the preparation." In order to have a successful product launch you have to do your homework.

• Extensive Keyword Research (Targeting Relevant Keywords)

• Competitive Analysis (How Does Your Product Compare in Price, Benefits, Features & Quality)

• Understanding Your Target Demographic

• Integration of Important Keywords into Title, Bullet Points, Product Description, Alt Tags, A+ Content, Backend Keywords & Using Flat Files to Complete All Applicable Fields in Seller Central

• Split Testing Images

• Using 3D Renderings (If Possible)

• Professional Product Photos

• Choosing the Best Product Category & Browse Node


Launch Phase

Now that you've done your homework and you are ready to hit the blast off button here are the most important SEO factors to keep in mind for the best results from your Amazon launch.

• Sales Velocity

• Sales History

• Review Count & Ratings

• Conversion Rates

• Main Image, Product Images (Infographics) & Video

• Creating A+ Content with Product Carousel (if possible)

• Offer Price

• Coupons or Promotional Discounts

• Off-Site Traffic (Google, Facebook, YouTube, etc)

• Using Amazon Attribution to Quantify ROI on External Traffic

• Inventory Management (Do You Have Enough Inventory to Compete)

• Structuring Your Amazon Ads Account (Creating Portfolios for ASINs, Naming your Campaigns to Easily Identify, Creating Campaigns by Search Volume for Keywords, Identifying Most Important Keywords for ASINs)

• Targeted Exact Match Amazon Sponsored Product Ads


Post-Launch Phase

• Amazon Sponsored Ads Management

• Testing All Types of Ads (Sponsored Products, Sponsored Brands, Sponsored Video, Sponsored Display)

• Testing Auto, Broad, Phrase & Exact Match Campaigns

• Pulling Reports to Identify Keywords to negate from Auto & Broad Campaigns

• Turning Off Unprofitable - Low Conversion (Below 20%) Keywords

• Getting External Links from Bloggers, Influencers or other Websites to Your Amazon Listings

• Maintaining a Good Amazon Account Health Status & Positive Seller Feedback

• Monitoring Your Voice of the Customer Feedback

• Avoid Bad Reviews Moving Up to "Top Reviews" for Listings

• Maintaining a Minimum 4 Star Rating on Your Products

• Some Vital Tools for Amazon Sellers are Helium 10 (Keyword Research, Listing Optimization & Review Automation) and SellerBoard (Profitability Software)


I could keep going but I need to save some content for other posts ;-)


As you can see SEO on Amazon is not simple and if you want to do it effectively you can't just focus on stuffing keywords into your listing. It requires a big picture analysis, needs to regularly be evaluated and is definitely not a set it and forget it ordeal.


So if you feel like you are ready to hire a professional to help improve your results on Amazon click here to schedule your FREE 30 MINUTE CONSULTATION with an SEO Expert from Optimize AMZ.



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