Amazon SEO

Amazon SEO is the practice of optimising product listings so they appear higher in Amazon’s own search results. Unlike Google, Amazon’s search is built to sell products, so relevance to the shopper’s query and evidence that a listing converts both play a large part in where it ranks.

Written by Paul Hoda, SEO consultant since 2005. Last updated 8 November 2026.

How Amazon search works

When a shopper types a search query on Amazon, its ranking system looks for listings that match the words used and are likely to lead to a sale. The algorithm is often called A9, and some sellers talk about “A10”, but that second name is a community label rather than an official one. Amazon publishes guidance for sellers but does not reveal the exact weighting of factors. What it does say is that relevance, listing completeness, price, availability and customer behaviour all matter.

Key listing elements

  • Product title: the most important text. Include brand, product type and key attributes such as size, colour or quantity, within Amazon’s category rules.
  • Bullet points: the main benefits and features, written for shoppers who skim.
  • Product description and A+ Content: longer copy and branded layouts for registered brands.
  • Backend search terms: hidden keyword fields for synonyms and alternative spellings that do not fit naturally in visible copy.
  • Images: clear main images on a white background, plus lifestyle and detail shots.
  • Reviews and ratings: social proof that influences clicks and sales.
  • Price, stock and fulfilment: competitive pricing and reliable delivery affect both conversion and visibility.

How to improve Amazon rankings

  1. Research the words shoppers use, using Amazon’s search suggestions and seller tools. This is similar to keyword research for Google but focused on buying intent.
  2. Put the most important terms in the title and bullet points in readable language.
  3. Use backend fields for extra terms without repeating words already in the title.
  4. Improve images and copy to raise conversion rates.
  5. Stay in stock, because running out can hurt momentum.
  6. Encourage genuine reviews through Amazon’s approved programmes, never through incentives that break its rules.

Amazon SEO vs Google SEO

Google aims to answer questions of every kind, while Amazon focuses on product purchases. Links from other websites, a core part of Google’s system via backlinks, are not a ranking factor inside Amazon. Sales performance, which Google cannot see on other sites, matters a great deal on Amazon. Many brands do both: Amazon listings to capture marketplace demand and their own site, with strong product page SEO, to build a direct channel. Amazon product pages can also rank in Google, which is worth remembering when writing product descriptions.

Common mistakes

  • Stuffing titles with keywords until they become unreadable.
  • Using poor or non-compliant main images.
  • Ignoring negative reviews instead of fixing the product or listing issue behind them.
  • Buying fake reviews, which breaks Amazon’s policies and can lead to suspension.

Key Takeaways

  • Amazon SEO optimises listings to rank in Amazon’s own product search.
  • Amazon rewards listings that are relevant and likely to convert into sales.
  • Titles, bullet points, backend search terms and images are core elements.
  • Stock levels, price and genuine reviews also affect visibility.
  • External backlinks matter for Google but not for ranking inside Amazon.

Related Terms

Curious how this applies to your website? Request a free SEO check-up, or keep learning in the SEO Encyclopedia.