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Amazon SEO: How to Rank Products on Page One in 2018

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The days of ignoring Amazon SEO, throwing up any old product on Amazon, and then waiting for the paychecks to start rolling in are long gone.

In an increasingly competitive marketplace, Amazon continues to develop algorithms to match sellers’ products with their shoppers. Now, if you’re not working on your Amazon SEO today, you’re in great danger of losing out.

Amazon’s top priority is showing products to their visitors that are most likely to result in a purchase. Whether it’s your product, or someone else’s, Amazon doesn’t care. They just push the best performing products to the top to increase their exposure, enabling them to make even more sales.

Whichever category, niche or product you look into, you’ll notice the top 20% products are making 80% of the revenue. And guess what?! They’re the products ranked highest for each search term.

So if you’re ready to claim your rightful share of sales and exposure, it’s essential you learn more Amazon SEO and start optimizing your listing so you can begin ranking higher today.

How Does Ranking & Amazon SEO Work?

Amazon is constantly ranking and rearranging products across all categories based on sales velocity and sales history. This also provides each listing with a Best Seller’s Rank (BSR). But this is only half the story.

Keywords are the exact words and phrases buyers use to search for products before making an actual purchase. Amazon places great importance on this and ranks based on keyword-related performance.

If you’re still new to this, wrapping your head around these systems can be tough, so here’s a quick example of product ranking in action:

  1. Let’s say you search for “yoga mat”. You’ll see a page of products Amazon believes are the most relevant results for that keyword.
  2. Then you search for a similar keyword such as “organic yoga mat”. You’ll notice a new page of products, ranked differently and even including new products.
  3. Best Seller Rating (BSR) does not always dominate for keyword ranking. Even if overall sales (and BSR) are higher, performance through this particular keyword is what counts the most.
  4. Products in high ranking positions on page one will be driving the most sales for that particular keyword. “Sponsored” products at the top are using Pay-Per-Click advertising to gain their positions; this is not the same as organic ranking.

Is Ranking Really Everything On Amazon?

Amazon ranking populated in the Jungle Scout Pro extension.

Amazon has no shortage of hungry buyers. And it’s your exposure to these buyers that will have the greatest effect on your ability to sell. If your product is shown before or above other products, you stand a better chance at winning the customer.

Furthermore, people rarely venture past the first page when they search. It’s believed that only 30% of customers make it to page two of the search results.

Amazon knows this, which is why they mercilessly update ranking based on product-selling performance.

If you’ve ever used Jungle Scout’s Chrome Extension for market research, you’ll quickly notice products on the first search results page drive the most sales. Typically, those ranked highest on the first page are leading the pack in terms of conversions.

Why You Need to Focus On Keywords

For all the reasons stated above, it’s essential your products rank as high as possible for your top keywords. That is, the highest-volume search terms buyers use that are highly relevant to your product.

The vast majority of traffic will be driven by a handful of top keywords for each product; it makes sense to optimize your listing specifically for them. Furthermore, there’s no use trying to rank for keywords that don’t result in sales (and Amazon certainly doesn’t want this either!)

Now let’s look at cranking up Amazon SEO by optimize your listing for keywords.

How to Optimize Your Listing For Amazon SEO & Ranking

To fully optimize Amazon listings for ranking, we must focus on the following:

  1. Visibility
  2. Relevance
  3. Conversions

Instead of trying to trick Amazon into putting us at the top, we must find ways to push us up the results page naturally. This is best achieved by optimizing listings for Amazon SEO using keywords and converting more visitors into buyers.

Going further, we can use additional methods to push more traffic to our listings through these keywords. But first, let’s look optimizing each part of your product listing in turn:

1. Product Title

The title has the greatest impact on Amazon SEO in terms of ranking and visibility. Not only this, but it will also influence click-through rates (and resulting conversion).

As per Amazon’s best practices, here’s what you should include in your title:

  • Product Title
  • Brand
  • Material
  • Key Feature
  • Product Type
  • Color
  • Size
  • Packaging/Quantity

Apart from these basics, here are some more tips on optimizing your title:

  • Don’t stuff keywords. Use two or three keywords and place them at the start of your title.
  • Use special characters (| , & –) to break up your title into phrases.

Finally, try to optimize your title for readability for all different title lengths on Amazon:

  • Organic results: 115-144 characters
  • Right rail ads: around 30-33 characters
  • Mobile titles: between 55-63 characters

2. Bullet Points for Product Features

The product features section holds less weight when it comes to Amazon SEO and keyword ranking, so shift your primary focus towards shoppers here.

Providing hard-hitting statements that focus on customer benefits and linking them to product specifications works best here. You might also include a warranty, key advantages over other products and unique selling points.

Here are some quick tips for optimizing product features:

  • Focus on customer benefits, not bare specifications.
  • Make the first part of each section capitalized to catch shopper’s attention.
  • Keep them concise; aim for around 150-200 characters.
  • Try to relate your product to the customer’s lifestyle and overcome their objections.

3. Product Description

Again, this section has less impact on Amazon SEO, but a greater impact on conversions. So, it’s best to focus on attracting customers here.

Instead of simply describing your product, tell a unique story about your product and brand. Show readers exactly how this product can improve their lives.

More tips to use when writing your product description include:

  • Focus on creating an interesting narrative that draws readers in.
  • Use HTML to increase readability with paragraphs, bold text and bullets.
  • Include a strong call to action at the end, like ‘Buy Now’ or ‘Order Today’.

Check out this Amazon Description Template to get more ideas for optimizing your descriptions.

4. Backend Search Terms

This section is strictly concerned with Amazon SEO and keyword ranking. The backend search terms is a safe place to enter all buyer keywords you may have missed in your product listing.

It’s not visible to customers but is still indexed by Amazon, so you can stuff keywords here without worrying about readability.

You are given five fields to populate, but it’s been stated that only 250 characters are indexed. If you exceed this, make sure you front-load each field with the best keywords to ensure they’re counted. There’s no need for punctuation, repeated words, singular or plural words either, as Amazon already has this covered.

Here are a few more tips for optimizing your backend search terms:

  • Include common misspellings.
  • You don’t need to duplicate keywords from your listing.
  • No need for commas, just a space between each word.

More Ways To Rocket Your Amazon SEO & Ranking

With a well-optimized listing as the foundation, it’s time to spike your sales. As we mentioned earlier, Amazon wants the best performing products at the top, so why not show them yours is one of them.

Nothing else will boost your ranking like cold hard sales can. Spiking your daily sales above other products already ranking for your keyword search term is the best way to soar above them.

Use Amazon PPC To Drive Keyword Specific Sales

Paid advertisements are a great source of traffic and additional sales to help rank your products. Facebook or Google Adwords can be used, but actually, Amazon PPC is the easiest way to boost your keyword driven sales.

Start by setting up manual PPC campaigns using your target keywords, then crank up the bids to increase exposure and sessions. Running these ads short-term at cost, or even at a negative profit, can still be worth it to boost your organic ranking.

Use Launch Services & Deal Websites To Further Boost Sales

Want to know an even easier way to spike sales? Give out a load of discount coupons for hungry shoppers!

This sharp surge in sales increases sales velocity and will help boost your ranking in no time. Just make sure you have a reliable system for delivering coupons (like Junlge Scout) and promoting them to deal hunters.

How To Keep Track Of Your Amazon Ranking

What good is optimizing your listing, working on Amazon SEO and boosting ranking if you can’t track the results? There are two ways to check if your product has been indexed and where it is ranking for keywords:


First, check your product is indexed for keywords by typing the following formula directly into the Amazon search bar:

(ASIN) + “(keyword)”

Populate the brackets with your product ASIN and a keyword you wish to check. If your product shows up, it’s indexed for that term. Then when it comes to tracking ranking, you’ll need to manually scroll through pages to find it. Checking this every day certainly gets old quickly!


Splitly’s Rank Tracker allows you to enter an entire set of keywords and keep track of their positioning on a daily basis. Plus there’s a whole suite of awesome split testing tools for optimizing your Amazon listing.

How’s Your Amazon SEO Looking Now?

By now, you should have a good grasp on Amazon’s search engine. You should also know how to optimize your listing to start ranking higher for your keywords. Furthermore, you know how to spike sales in order to climb up to the top spots.

So what are you waiting for? Get your Amazon SEO into gear and get climbing up the rankings!


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9 comments on “Amazon SEO: How to Rank Products on Page One in 2018

  1. It’s a nice blog post for Amazon and it brings much information. I could understand that I will benefit from this post. Thank you, sir, for sharing experience.

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