How can I rank faster on Amazon

Amazon SEO - this is how you rank your product on page 1

Performance author: Verena 7.02.2020

You want to sell your products on Amazon, but you don't know how to use Amazon SEO to increase your sales figures? This article gives the answer. We'll tell you everything you need to know about Amazon SEO and give you useful practical tips.

A survey has shown that the majority of “Amazon buyers” find the right products using the classic search. Accordingly, significantly fewer users find the desired product via bestseller lists, external links, etc.

As with all other Internet search engines, Amazon can also assume that customers usually only look at the first page of the search results. Only a few click through to page 2 or 3, let alone page 4, 5 etc. There are currently no comprehensive studies in this regard. However, if you consider the results of studies on the click behavior of Google users, something can be deduced for Amazon. Unlike Google, 16 results are displayed per page instead of ten. As a result, the user is presented with 48 products on pages one to three. Only in the very few cases will the user not find the right one among this large number of products. The “message” is clear: just like with Google, the maxim “who is on top wins” applies to Amazon.

For sales success on Amazon, it is particularly important to rank your product in such a way that it appears on the first page of the respective search results. But how does it work? How can you optimize the ranking of your product and thus increase sales figures?

Good to know: A good ranking on Amazon also has an impact on other sales channels. For example, the Amazon product pages are usually also ranked high on Google, i.e. with Amazon SEO you can also optimize the presence of your product on the search engine.

Promote sales figures - through “Amazon SEO”, high-quality product images and a good product description

Before we go into the topic of Amazon SEO in detail, we would like to address two other factors that affect sales figures: the quality of the product images and the product description. Yes, these also make up part of Amazon SEO, but should be deliberately viewed separately from our other Amazon SEO tips.

Good, high-resolution images are one of the online selling points. The reason is clear: unlike in retail, customers in online retail do not have the opportunity to touch and feel the item. So the pictures are everything that gives the buyer an idea of ​​the nature of the product.

In order to “look good” on Amazon, high-resolution images with 1,000 x 1,000 pixels should be used. This is a minimum specification. As a rule of thumb, the higher the resolution, the better. However, more than 1,500 x 1,500 pixels make no sense, as Amazon automatically adapts the format.

Incidentally, the optimal number of images is six. No more than eight images should be set. The first image is particularly important, because this is also displayed when the buyer searches, i.e. it has a significant influence on whether the respective search result is clicked on or ignored.

Communicate the positive attributes of the product emotionally - with a good product description

Another important factor is the product description. This is neglected by many sellers. The description of the product may not be as important as a high quality photo, but it definitely has an impact on the purchase decision.

Danger: The keywords that are placed in the product description have no essential influence on the ranking on Amazon. Rather, it is about packaging sales arguments as emotionally as possible. The product properties or the features should therefore not be stupidly enumerated. Instead, you promote sales by cultivating a personal approach with a lot of emotion. It is important to convey the positive attributes of the article according to the so-called AIDA principle (AIDA for "Attention, Interest, Desire, Action"). This emotional type of communication also includes a clear structure and optimized headings.

Amazon SEO - place ALL relevant keywords

Amazon is the largest e-commerce sales channel in Germany and other European countries. And the trend is increasing, i.e. the company is continuously expanding its market leadership in all areas. Accordingly, it is of enormous importance for many dealers and manufacturers to be listed accordingly and thus to be easily found by potential buyers. And that's exactly what Amazon SEO is for.

The basis for optimal visibility and findability is a thorough keyword optimization of the product or products. An article can only be found on Amazon if it has all the keywords that the customer has searched for or will search for. The relevant keywords can be placed in Amazon Seller Central. In the following sections, we provide important tips for getting the most out of your keywords and avoiding placement errors.

Worth knowing: The algorithm used by Amazon is known as A9. Amazon always strives to optimize this algorithm. So it changes again and again. Until recently, for example, the keyword fields could be filled with a maximum of 250 characters. Fields with more characters were ignored by the system. This should result in a better representation (also for the customer). After increasing the possible number of characters to 5,000, 250 bytes are currently possible per field.

Tip 1 for Amazon SEO: enter the keys in the correct field

A question that many sellers on Amazon ask themselves is what the so-called platinum keywords are for and what should be entered here. If you are not a “platinum dealer”, ie a dealer with the status “platinum”, you can safely ignore these keywords. The keywords are mainly there to structure the Amazon retailer shop. Registered platinum keywords are not related to the findability of a product. If you want to improve the findability of your articles, you have to enter the keys in the General Keywords or Search Terms field instead.

Tip 2 for Amazon SEO: enter several keywords one after the other

Many sellers who do Amazon SEO think that only one keyword can be entered per field. This is a common mistake! If you only enter one key per field, you are wasting a lot of potential. You can simply enter different keywords one after the other. The individual keywords must be separated from one another with a space.

tip: Even if you have already entered several backend keywords, you should check them again. As already mentioned, Amazon reduced the maximum possible number of characters per field from 5,000 characters to 250 bytes some time ago. Since all keywords over 250 bytes are not taken into account, there can be considerable losses in visibility. It is important to ensure that the keys entered are still indexed. A special tool such as the “Sonar Tool” can be used for this.

Tip 3 for Amazon SEO: upper and lower case does not matter for the ranking

With Amazon SEO it is not case-sensitive, i.e. it is irrelevant for the ranking algorithm. The same applies to umlauts. Amazon considers keywords with and keywords without umlauts to the same extent.

An example: If you enter the keyword “purse”, the product also appears when potential buyers search for “geldboerse”.

By the way, filler words such as "with", "from" or "for" are simply ignored by Amazon, i.e. you can simply leave out filler words when placing keywords.

Tip 4 for Amazon SEO: The position and order of the keys has no effect on the ranking

The order and the position of the keywords are irrelevant with Amazon SEO. This means that the algorithm treats the words that were entered in the five keyword fields in a coherent manner. Amazon bundles the keywords from the first to the last field, so to speak. Accordingly, you do not have to follow the correct order or make sure that the individual words result in a search phrase (e.g. "skin", "cream", "night"  "skin cream night").

The only thing you have to pay attention to is that every word used by customers in the search query appears in one place in the backend keywords.

Amazon SEO Tip 5: The density of the keywords is irrelevant

It makes little sense to repeat individual keywords. The density of the keywords does not play a role for the ranking algorithm, i.e. the repetition of keys has neither advantages nor disadvantages. This also means that keywords already used in the title - by the way, the title is the most important "field", i.e. the most important keys should be placed here - do not have to be repeated again in the backend keywords.

example: If the title of the product is "soccer shoe", this term does not have to appear again in the backend keys.

Amazon SEO Tip 6: Use Hyphens

There are keywords that can be written both together and separately. Both variants are used by customers. If you combine a keyword with a hyphen, you cover all search queries.

Here is an example. If you enter the keyword in the form "xy", the following search queries are covered: "x", "y", "xy", "xy" "yx", "xy", "yx" (attention: the search query " yx "is not covered).

Such a spelling of the keyword makes sense, for example, with words like "anti-aging". Customers can also search for this keyword as “antiaging” or “antiaging”.

tip: Since 5,000 characters or 250 bytes per field are available for Amazon SEO, it is no longer necessary to use hyphens to "save" characters as it used to be.

Tip 7 for Amazon SEO: take advantage of the additional keyword types

In addition to the general keywords, there have been additional keyword types "at Amazon SEO" for some time, namely in the product processing mask under the "Search terms" tab. These keywords are used by Amazon to assign the respective product to a filter category or several categories. This is intended to make navigation and the search result easier for the user. The new types of keywords are: Subject Matter, Target Audience, Intended Use and Other Attributes. Depending on the category of the product, there are other keywords to choose from. Fixed options are offered for the keyword types. The selection is made via a drop-down menu.

For effective Amazon SEO, you should check which keyword types are available for the article and select the appropriate names. In the case of "Target Audience", for example, these are "women", "men", "children" etc.

Practical tip: Only if a product is assigned to its corresponding category will it appear in the "filter search results". If you don't fill in the new keyword types, you are wasting traffic unnecessarily.

Amazon SEO tip 8: place slang words and misspellings

The backend keywords cannot be seen by the buyers. This means that you can also place slang keys or even misspelled words here. After all, not everyone knows German spelling, but that doesn't mean that they shouldn't be able to find the product.

Incidentally, with regard to the plural of a word, you do not have to store it separately. Amazon takes this variant into account. This also applies in the other direction, in other words “from plural to singular”. In some cases, however, it can still be useful to store both forms. This is especially true for less common words and for plural / singular forms of compound words. If you do this for the corresponding words, you are, so to speak, on the safe side.

Amazon SEO at a glance

In order to operate Amazon SEO or to optimize the backend keywords, you should pay attention to the aspects explained above. These are clearly summarized below.

  • Platinum keywords are only relevant for sellers with platinum status. “Normal” salespeople should focus on the general keywords.
  • More than one keyword can be entered per field. You should use all of the space.
  • Neither upper and lower case letters nor umlauts and filler words have any influence on the ranking.
  • The order and the position of the keywords are irrelevant.
  • The density of the keywords does not affect the ranking. Therefore you do not need to repeat keys.
  • If you write certain keywords with a hyphen, all spelling variants of the word are covered.
  • New keyword types are available. These should definitely be used to make Amazon SEO as effective as possible.
  • Potential buyers cannot see the backend keywords. Therefore you can also place slang keys and misspellings.

If you take these rules for Amazon SEO into account, you make sure that the product is found for all relevant keywords. Online retailers like Kavaj have shown it: with Amazon SEO you can significantly increase the visibility of your products, which ultimately leads to higher sales figures.

Amazon SEO does not mean a single-digit percentage increase in sales. In this way, many retailers have quadrupled, if not even fivefold, their sales on Amazon in just a few weeks. Of course, that doesn't always work. But one thing is certain: Amazon SEO makes sense for almost every online retailer! We at the Suchhelden offer you the most modern methodology, many years of experience and absolute dedication to your cause - contact us today.

Let your contact person at Suchhelden GmbH advise you on this without obligation - we will show you the possibilities and solutions!