Search Engine Optimization (SEO)

Amazon SEO Best Practices: From Keywords to Conversions

By ARM Administrator
March 26, 2025

Did you know that 70% of Amazon shoppers never click past the first page of search results? This means if your product is not ranking high, you are missing out on a massive share of potential customers. With over 9.7 million sellers competing for visibility, ranking high is not just important—it is essential for survival and understanding Amazon SEO services. But here is the challenge: Amazon’s A9 algorithm is constantly evolving, and simply stuffing your listings with keywords will not cut it. For example, a search for "sneakers" might also display results for "running shoes," even if the exact keyword is not present in the listing. So, the real question is — how do you get your listings to the top? The answer lies in understanding the nuances of this algorithm. The A9 algorithm is a search ranking system that determines product listings' visibility based on relevance and performance metrics. To rank higher and drive conversions, you need an Amazon SEO optimisation-based strategy which leverages this algorithm’s benefits by including the right keywords, compelling content, competitive pricing, and a strong conversion rate. But here is where many sellers go wrong—they assume Amazon SEO works just like Google’s SEO. Unlike Google’s SEO which caters to a variety of user intents, Amazon’s A9 is built with one primary goal in mind—pushing products that are most likely to sell. This means the factors influencing your ranking go beyond just keywords. To succeed, you need to understand exactly how Amazon SEO works and how it differs from traditional search engines. Let us break it down.

How is Amazon SEO different from Google SEO?

Imagine this: You are searching for a new wireless headset. On Google, you might type “best wireless headsets for gaming”, looking for reviews, comparisons, or expert recommendations. But on Amazon, you are more likely to type “wireless gaming headset with mic” because you are ready to buy. Moreover, Amazon SEO goes beyond keyword optimisation—it prioritises conversions. While Google ranks pages based on relevance and authority, Amazon’s A9 algorithm focuses on sales potential. A product with strong sales, competitive pricing, and high-quality images ranks higher than one with just optimised keywords. Here are five best practices for improving Amazon SEO optimisation strategy:

1. Improving Keyword Research

Beyond visibility, keyword research also plays a crucial role in conversion rates. While it helps in getting your product seen, its true power lies in ensuring that the right customers—those most likely to purchase—find your listing. Amazon prioritises listings with precise, relevant keywords that are most likely to convert, considering factors like availability, pricing, and shopper engagement. To succeed, sellers must think beyond keywords and optimise for sales performance. According to studies, 81% of clicks go to brands that appear on the first page, reinforcing the importance of ranking well. Here are a few ways to find the right keywords for Amazon SEO:

- Use Amazon’s Search Box for Keyword Ideas: Begin by entering different keywords into Amazon’s search bar and observing the drop-down suggestions. These are actual search terms that shoppers commonly use. For instance, typing “wireless headphones” may generate suggestions like “wireless headphones for running” or “noise-cancelling wireless headphones” providing valuable keyword insights.
- Analyse Competitor Listings: Look at top-ranking competitors in your niche. Scan their product titles, descriptions, and bullet points for keywords you might have missed. If a bestseller is using certain phrases, it is likely because they work!
- Use SEO Tools for Data-Driven Research: Tools like Product Opportunity Explorer can help you discover high-traffic keywords, trending search terms, and customer demand patterns. Enrolled brands can also use Amazon Brand Analytics to track top search queries, impressions, and conversion rates.
- Mix Short-Tail and Long-Tail Keywords:Short-tail keywords like "shoes" or "furniture" have high search volume but are tough to rank for. Long-tail keywords, such as “vegan leather brown loafers,” attract buyers with clear intent, leading to higher conversions.💡Pro Tip: Use a mix of short-tail keywords for visibility and long-tail keywords for better conversions to maximise your ranking and sales!

2. How to Use Images to Boost your Amazon Sales

Your product images matter just as much as your title when it comes to grabbing attention of the potential buyers. A survey revealed that 75% of online shoppers rely on product photos when deciding on a potential purchase. Since customers cannot physically touch or test products on Amazon, images become the primary decision-making factor which is why using high-quality images is an important step in Amazon SEO.

High-Resolution Images Matter: Amazon allows customers to zoom in on product images, making high-resolution photos essential for boosting trust and conversions.
Showcase Multiple Angles: People want to see the product from all sides before making a decision. Uploading multiple images from different angles gives them a complete view.
Keep the Main Image Clean: Your main product image should have a white background and focus only on the item, giving a clean, professional look.
Enhance Engagement with Videos: Adding product videos or 360-degree images can be a creative add-on, allowing shoppers to see the product in full detail and increasing their confidence to buy the product.
Optimise Alt-Text for Accessibility: Alt-text is a crucial yet hidden feature that helps visually impaired customers understand product images through screen readers. Though not visible on the product page, it provides a clear, concise description of the image, enhancing accessibility. To make it effective, keep it short, accurate, and descriptive, ensuring it conveys essential details about the product.

💡Pro Tip: By optimising alt-text, you create a more inclusive shopping experience, making it easier for all customers to engage with your listing.

3. Add Back-end Search Terms

Backend keywords on Amazon are hidden search terms that sellers input in the backend of their product listings to optimise product visibility in Amazon's search results allowing sellers to target additional relevant search terms that may not fit naturally into the front-end content. For instance, if you sell "coffee machines," backend keywords could include variations like "espresso maker," "coffee brewer," or "kitchen appliances" to capture a broader audience

- Enhance Ranking without Cluttering Listings: Including keywords in the backend prevents cluttering titles or descriptions with repetitive or unnatural phrases keeping the listing professional and readable while still enabling it to rank for additional terms. This avoids overwhelming customers with keyword-heavy text, which could negatively impact their shopping experience and reduce conversions

Expand Search Coverage:

Backend keywords help in capturing different search queries, including synonyms, regional variations, and common misspellings that have sufficient chances of appearing in customer searches and eventually expanding keyword reach. Let’s say you are selling a stainless steel water bottle. You want to rank for different search terms like: “Reusable water bottle” “Leakproof gym bottle” “Insulated travel flask”

Utilise Amazon’s Backend Keyword Limit Efficiently: Amazon provides five backend keyword fields, each with a 50-character limit. If you exceed this limit, your keywords won’t be indexed, which means they will not contribute to your product’s visibility. To maximise effectiveness, use synonyms, regional terms, and common spelling variations. For example, including both "thermos" and "flask" can help capture a wider audience searching for similar products.
Increase Clicks, Views, and Sales: A well-optimised backend keyword strategy helps your product reach more shoppers without altering the front-end listing. When used correctly, these hidden keywords improve search rankings, drive more traffic, and boost conversions. By targeting additional search terms that potential buyers are using, you can increase your product’s visibility and sales potential.

💡Pro Tip: Think of backend keywords as a way to rank for more searches without overloading your product listing.

4. Customer Review and Ratings

Imagine you are looking for a smartwatch on Amazon. You come across two similar options— one has just 15 reviews with a 3.9-star rating, while the other boasts 2,000 reviews and a 4.7-star rating. Which one would you trust more? In this situation, most shoppers would likely choose the highly-rated option. That is exactly how Amazon’s algorithm works. Amazon's A9 algorithm heavily factors in the quantity and quality of reviews when determining search rankings. Product reviews influence customer experience and purchase decisions for 98% of Amazon customers. On Amazon, even a one-star rating increase can boost sales by 26%. This shows how the impact of reviews extends beyond algorithms and how they significantly sway consumer behaviour. Let's understand how brands can maximise the power of reviews:

Monitor & Manage Reviews Actively: Keep a close eye on customer feedback and respond to negative reviews promptly. Addressing concerns in a professional and solution-oriented manner can turn a dissatisfied customer into a loyal one and even encourage them to update their review.
Encourage More Positive Reviews: More reviews mean more credibility. Use Amazon’s “Request a Review” feature, follow up with customers post-purchase, and participate in programs like Amazon Vine to gain authentic, high-quality reviews.
Turn Negative Feedback into an Opportunity: Every negative review is a chance to improve. Identify recurring issues, make necessary product or service improvements, and show customers you care by offering solutions or replacements. Amazon rewards sellers who enhance customer experience, so actively managing feedback benefits both your reputation and your rankings.

💡Pro Tip: Strategically manage and optimise reviews to boost search rankings, increase conversions, and strengthen your brand’s presence on Amazon.

5. Adjust Product Prices to Drive Sales

Many sellers pour their efforts into keyword optimisation and perfecting their listings, but there is an often-overlooked factor that can make or break your success—pricing. It is more than just setting a number; it directly influences both sales and search rankings. Amazon’s A9 algorithm favours products that are competitively priced and convert well, making pricing a crucial component of your SEO strategy. To stay ahead, it is essential to analyse competitor pricing and position your product effectively. If you choose to price higher than similar products, you must justify the premium cost by clearly showcasing your product’s value—whether through superior quality, unique features, or compelling brand trust. The right price is not just about being cheaper—it is about delivering more value and driving conversions. Here’s how to price your product for more sales on Amazon:

Know Your Costs & Profit Margins: Factor in all expenses (manufacturing, shipping, Amazon fees) and use Amazon’s Revenue Calculator to ensure a competitive yet profitable price.
Research & Justify Your Price: Study competitor pricing and position your product effectively. If you price higher, highlight superior quality, unique features, or added benefits to justify the cost and drive conversions.
Leverage Amazon’s Automate Pricing: Stay competitive effortlessly with real-time price adjustments, ensuring your product remains attractive without manual updates.
Avoid Extreme Price Gaps: Overpricing without justification loses customers while underpricing can lower perceived value.
Use Pricing Psychology: Charm pricing (Rs 19.99 vs. Rs 20.00), limited-time discounts, and bundling create a sense of urgency and increase perceived value, leading to higher conversions.

💡Pro Tip: The better you showcase your product’s value, the higher your conversions and rankings will be.

Conclusion

Amazon SEO is a marathon, not a sprint. With the ever-evolving A9 algorithm and a marketplace flooded with competitors, simply setting up a great product listing is not enough—you need to continuously analyse, optimise, and adapt to stay ahead. Pricing strategies, content relevance, and conversion-driven Amazon keyword optimisations all play a crucial role in maintaining visibility and driving sales. But keeping up with these constant changes can be overwhelming. This is where ARM Worldwide's expert guidance can make a difference in navigating the complexities of Amazon SEO. Let us handle the complexities while you focus on growing your brand. With our expertise in Amazon SEO, pricing, and performance strategies, we help brands navigate the complexities of the platform, ensuring their products rank higher, sell faster, and maximise profits. Let’s take your Amazon SEO optimisation to the next level—together.