Amazon SEO: How To Optimize Your Amazon Listings for Keywords

Selling on Amazon is unlike running any other online store.

The beauty is that it’s both marketplace and search engine rolled into one: Buyers search for and purchase what they need without ever having to navigate to another site. This makes for an exciting and dynamic seller experience — but it also means sellers must market correctly in order to see real results.

Because of this layout, you need to treat Amazon as a search engine when advertising your products. If you want to get your products in front of people who are searching for them, you’ll need to know how to optimize the right keywords for your Amazon listings.

Any failure to understand how to optimize your Amazon listings gives your competitors an advantage in your market. Don’t give your rivals the upper hand!

How Do Keywords Work on Amazon?

On any other search engine, such as Google, getting a brand or product to rank high means building up your organic search engine optimization. The same is true on Amazon. The majority of sales happen organically, with products that are highly optimized.

When optimizing your listing, be strategic. Keep SEO in mind to set up your product for the highest potential visibility, and most important, make sure to get things right the first time. Editing a listing that was already written can hurt the listing’s SEO ranking.

For example, make sure to include the most frequently used variations and prioritize the right keywords for the right audience at the right time. You’ll need the help of our Amazon keyword tool, which is designed to help you find and use every relevant keyword.

For one of Viral Launch client, the strategic use of the Amazon keyword tool helped it reach $40,000 in sales within 30 days of its new product launch. By the end of the launch, the product had gone from ranking No. 300 to No. 1 in search results for the targeted keyword.

A Few Amazon Keyword Tips

Our Amazon keyword tool tells you which keywords shoppers use most often when they shop for products like yours. It also helps you include these keywords in your listing without breaking Amazon’s character limits in any of the fields.

When used correctly, the Amazon keyword tool gives you the power to find all the keywords and variations relevant to any product. To use them to your ultimate advantage, keep these three points in mind when choosing which keywords to use:

1. Lean heavily on search volume data.

Our Amazon keyword tool gives you actionable data about the search volume of any keyword. The industry-leading search volume estimates generated are constantly updated, so the data is always fresh and safe to rely upon.

Each time you research a keyword, the tool will also provide exact and broad match data surrounding it. You can see the immediate and far-reaching impact it could potentially have on your SEO ranking, as well as the keyword’s current standing in the market.

2. Dive into the keyword’s history.

Every relevant keyword around your product has a history, especially those that have the highest search volumes. Our keyword tool is the only one that can bring you exhaustive historical data, helping you dive deep into the history across the entire market — including competitor usage.

Accurate historical keyword data is important for several reasons. It includes historically relevant horizontal keywords you can use to boost the product’s listing. Additionally, it gives you full market context so you can strategize around each keyword’s popularity trends.

3. Keep the keyword’s relevancy in mind.

Although search volume is essential to choosing the right keywords, relevancy to your product is just as important. Some terms might have attractive volumes but may not actually fit the customer base for your specific product.

Because the majority of Amazon sales happen organically, our Amazon keyword tool can give you deep insights into which keywords and variations are most relevant to which products with the Viral Launch Priority Score. It allows you to easily compare terms, finding the most appropriate ones for your listing based on relevancy and search volume.


Finding the right keywords for your Amazon listings is vital to successfully selling on Amazon. But you can’t do it manually. Learn more by starting your free trial of Viral Launch to get access to our suite of keyword research tools.

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6 Tips for Optimizing Amazon Product Listings

Amazon is a search engine first and foremost. Customers will inevitably find any product you list by using search queries, so optimizing Amazon product listings is vitally important to your success as a seller. That means knowing not only which keywords to use, but also where they carry the most SEO weight.

For example, your listing’s title has the biggest SEO impact, followed by the bullet points, description, and back-end keyword fields. Because it functions like a search engine, Amazon indexes all of these fields for its SEO purposes. 

You should prioritize Amazon’s keyword best practices to find the most relevant keywords and give each listing the greatest exposure.

How to Optimize an Amazon Listing

Having a comprehensive SEO-based keyword strategy is important, but optimizing Amazon product listings is about more than just choosing keywords. For instance, there are also Amazon title best practices to consider. We strongly recommend writing a title that begins with about five words followed by a colon. This establishes an ideal canonical URL to help with external SEO efforts (such as Google listings).

Additionally, your listing’s click-through rate, conversation rate, and other audience engagement metrics have a definite impact on organic SEO ranking. To help maximize that impact, follow these tips when optimizing your Amazon product listings:

1. Start with a keyword tool.

Choosing the best keywords to optimize your Amazon listing takes research. Fortunately, you can make keyword research and analysis much easier with help from a comprehensive keyword research tool.

Our unique tool offers historical keyword data alongside current data, showing the full scope of the keyword landscape. You can get insights into Amazon-specific search queries with highly precise breakdowns of keywords relevant to your product.

2. Infuse relevant language in your keywords.

It’s critical to describe your product and form your keywords using the exact language that customers use in their search queries. For example, plenty of people will discover the stereo headphones you sell by using the term “headphones,” but thousands of others might also search for earbuds, headsets, and other variations of the same keyword. Make sure you adjust your listing not only for the main keyword, but also for other relevant terms your audience might be using.

3. Make sure to categorize your listing correctly.

The descriptions and keywords you use will go a long way in defining your product. But you still have to assign categories and subcategories that will determine its placement on Amazon’s website. If you’re not sure which categories or subcategories to choose, search for your product in Seller Central and see which categories similar listings fall under.

4. Use plenty of high-quality photos.

According to a 2018 e-commerce survey, 73% of U.S. consumers who shop online say they won’t consider a product that has fewer than three images. To stand out, then, use multiple high-quality images of your product.

A mix of studio and lifestyle shots that feature your product in the most attractive light can help consumers envision themselves using it. Our photography resources can help you learn how to capture the perfect product photos to catch potential customers’ attention.

5. Optimize pricing to fit the market.

No matter how keyword-rich and image-heavy your listing is, you won’t get much engagement or many sales if your prices are too high for your market. For most new sellers (and even most veterans), it’s difficult to sell any product at a premium price point. Fewer conversions also mean a less favorable keyword ranking. Instead, try slowly increasing your prices as your listings perform better.

6. Keep everything you do within Amazon’s terms of service.

No matter what you try to optimize, do so while staying within the bounds of Amazon’s terms of service. Its terms place strict rules that can have a direct impact on SEO rankings, particularly regarding customer feedback and reviews. For example, sellers are prohibited from compensating users for favorable reviews and ratings.

To be a successful Amazon Seller, you have to approach optimizing your Amazon product listings as you would with any other search engine. Take the time to research which keywords best support your product and use them to create an attractive, informative, and optimized listing.

For more information about how to optimize your Amazon listings, speak with one of our experts today!

If you’d prefer to leave writing your listing to the experts, check out a recommended product listing service!


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