Seller Strategies: Secret Amazon Fields

In this blog post, Maria Galindo and Ervin Ong share their best tips and tricks for Amazon FBA seller success. Topics discussed include:

  • The 3 hidden fields in your Amazon listing you should know about
  • Have you performed an audit of your search terms
  • How many characters are you allowed per field
  • Missed an episode? See them all here.

We’re covering all of this today in episode 21 of Seller Strategies: Secret Amazon Fields. Watch the video, keep reading and don’t forget to subscribe to our YouTube channel so you never miss an episode!

Welcome to Seller Strategies!

In today’s blog post, we’re going to talk about 3 hidden fields in your Amazon listing that you’re most likely not using. Taking advantage of these fields will help you drive more organic traffic and, therefore, more sales.

Hidden  Field #1: Search Terms

The fields that are most talked about when it come to listing optimization tend to be your title, your bullets points, and your description, but there are other fields that are often overlooked.

So, the first field that is very important and you should take full advantage of is your “Search Terms” field.

This field will account for a good chunk of your organic ranking. Now, of course, I would not neglect the before mentioned fields but once you’ve used up that real estate the next most important section is your search terms field.

I would strongly advise that you take your time with this section and do some keyword research to help you find your best-performing keywords.

PRO TIP: Use Keyword Scout to help you find those top ranking keywords.

Have you performed an audit of your search terms?

Recently, Amazon changed the search terms field. Previously, you had five fields for search terms and now everything has been merged into one.

This one field has a maximum of 250 characters. So if it’s been a while and you haven’t checked your search terms field, you definitely want to make sure that you do so now, otherwise, you may be missing out on several keywords.

Hidden Field #2: Fabric Type

On the back end of your listing under the More Details tab, there is a field called “Fabric Type”.


This field is a neat hack that will create a sixth bullet point for your listing (currently Amazon limits you to 5).

This sixth bullet point will actually show up above your first bullet point. Since this bullet point goes above all the other bullet points, you want to make sure this extra real estate drives your message and helps you sell the listing.

So, if you could make a stronger case on why customers should buy your product then you could improve your conversion rate all the better. What’s more important is that you can also stuff this field with additional keywords.

Hidden Field #3: Subject Matter

Onto the last hidden field, “Subject Matter”. This is an important field as it also gets indexed by Amazon.

Similar to the old style of search terms, for each field under the subject matter, you can put up to 50 characters per line. Since there are a total of five lines, that’s an extra 250 characters that you could index for!


Keyword research is vital for ranking your Amazon listing. Start off by doing your keyword research on Keyword Scout. Once you’ve discovered your top ranking keywords try to stuff as many keywords into your listing in this order (for maximum impact):

  1. Title
  2. Bullet Points
  3. Description
  4. Search Terms
  5. Subject Matter

Lastly, avoid repeating keywords if possible. Repeating keywords does not improve your listing. This is especially true for your search terms and subject matter fields as these are bonus areas to add any additional keywords that could not fit in your title, bullet points, or description.

Well, that’s it for today, however, tune in next week as we continue to share our best tips and tricks to help you succeed as an Amazon FBA seller.

Missed an episode? See them all here.

6 comments on “Seller Strategies: Secret Amazon Fields

  1. Hello,
    Great information!
    A clarification please regarding the fabric field. Are you suggesting that we add additional information in this field (not the fabric type)in order to utilize this top bullet point position? Have you found any difficulty with using words which might be a duplication somewhere else in the listing? thanks!

    1. Hi Denise!

      Glad you like the article! The fabric field might be helpful, but your best bets for keyword search volume will always be within the title and the bullet points. Of course, it doesn’t hurt to fill out those other fields either.

  2. I’m confused. In the written script the order of importance for stuffing keywords is stated to be : 1. Title 2. Bullet Points 3. Description 4. Search Terms 5. Subject Matter. However, in the video the order of importance is said to be 1. Title 2. Subject Matter 3. Search Terms 4. Bullets 5. Description.

    Big difference!!! Which one is correct?

  3. hello
    thanks for this detailed post , i really like the amazon website , and i have just one simple question .
    does amazon accept paypal as payment method pleas ?
    thanks again for sharing this great post

  4. Hello
    thanks for sharing all this great info on this post, i just want to know one thing
    , does amazon accept Paypal as payment method like Ebay ?
    i dodnot want to use my Visa card as payment method ,
    thanks again for sahring
    waiting your help

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