Amazon Backend Keywords: Maximize Organic Reach in 2024

Amazon Backend Keywords: Maximize Organic Reach in 2024

insights |  | 6 min read

Amazon relies on specific words (keywords) to ensure your items pop up in the correct search results. So, choosing the right backend keywords is a big deal when you want to make your Amazon listing stand out and grab the attention of more customers.


  1. Learn how backend keywords, hidden from the audience's view, significantly impact a product's visibility in Amazon search results.
  2. Explore the recent increase in the Amazon backend keywords limit, allowing sellers more space for optimization.
  3. Discover simple steps for adding backend keywords to your Amazon listings.
  4. Get practical tips on maximizing the effectiveness of backend keywords.
  5. Understand the potential challenges and missed opportunities for sellers who ignore backend keywords.
  6. Recognize the risk of losing market share to competitors who actively implement the latest updates.

Why We Wrote This?

Our content aims to guide sellers that Amazon backend keywords are crucial in determining where a product appears in Amazon's search results. When customers search for a product, Amazon's algorithm considers these backend keywords to match relevant listings. By optimizing backend keywords, sellers can improve their product's search ranking, making it more likely to be seen by potential buyers.

Therefore, in this guide, we’ve discussed what Amazon backend keywords are, their limit, how to insert them, tips to optimize them, and why sellers shouldn’t ignore backend keywords.

What are Amazon Backend Keywords?

SEO field going from 250 bytes to 500 characters

If you're into Amazon SEO, you know about finding the right words to boost your website's visibility. Like Google, Amazon uses keywords to ensure products appear in relevant searches. Keywords play a vital role in navigating through Amazon's vast offerings.

Amazon provides backend keywords, also known as Amazon generic keywords, as a tool for businesses to connect with the right audience. These keywords are tucked away at the "back end" of your listing, hidden from your audience's view. However, your page still gets ranked for these keywords.

Having backend keywords is essential for expanding your reach in search results. It's a smart way to avoid cramming your Amazon product detail page with too many keywords, ensuring a smoother and more effective search experience.

What is Amazon Backend Keywords Limit?

Previously, Amazon backend keywords limit was 250 bytes, not characters. This is important because different symbols take up different amounts of bytes. For example, A and 0-9 use one byte each, while symbols like "ü" take up two, and "€" takes up 3 bytes. If you're targeting international customers, consider these symbols in your byte count.

If you exceed the 250-byte limit when entering backend keywords on Amazon, the system won't let you save it. It's crucial to keep your backend keywords within the 250-byte limit. However, the recent update increases Amazon backend keywords limit to 2500 characters.

Lacking knowledge about Amazon platinum keywords, want to add them to your listing? Don't worry, read our experts' guide to learn everything you need to know.

How to Insert Amazon Backend Keywords?

amazon backend keywords limit

Here's a simple guide on how to add backend search terms on Amazon:

  1. Open your Amazon Seller Central account.
  2. Under the 'Inventory' drop-down menu, click 'Manage Inventory.'
  3. Find the specific listing where you want to add backend keywords. Click the 'Edit' button related to that listing, and you'll be directed to a new page.
  4. On the new page, select the 'Keywords' tab.
  5. In the 'Search Terms' field, input your backend keywords. After entering them, click 'Save and finish' to ensure your changes are saved.

Tips to Optimize Amazon Backend Keywords

Here are some simple tips for optimizing your hidden keywords on Amazon:

  1. Gather all the important search terms from your research that you couldn't fit into the title, bullet points, or product description.
  2. When doing Amazon keyword research, focus on using Pay-Per-Click keywords to maximize visibility.
  3. Online shoppers often use short terms. For example, the best Amazon backend keywords example is using "GOT" instead of "Game of Thrones" to match how people search.
  4. Include products related to yours as keywords. For example, if people search for hand sanitizer, include a face cream to reach a broader audience.
  5. When writing keywords, skip words like "of," "the," and similar small words to keep it concise.
  6. Use spaces between words for clarity and effectiveness in your backend keywords.

Do you know how to use Amazon negative keywords and how it helps you increase your ranking? Read our expert guide on this.

Why Shouldn’t Amazon Backend Keywords be Ignored?

Ignoring the Amazon generic keyword limit could bring various challenges and missed opportunities for sellers:

  • Reduced Visibility: If search terms aren't optimized, products may not appear well in Amazon search results, making it difficult for customers to discover them.
  • Competitive Disadvantage: Sellers using the extended character limit gain an edge by reaching a broader audience and making their products more visible, putting them ahead of competitors who don't take advantage of it.
  • Missed SEO Opportunities: Not using the increased character limit means missing chances to boost product ranking through strategic search term optimization.
  • Limited Exposure to Relevant Keywords: Sellers might miss the opportunity to showcase their products with relevant keywords, limiting exposure to different customer search queries.
  • Underutilized Marketing Potential: The SEO field going from 250 bytes to 500 characters limit, offers extra space for marketing and describing product features. Sellers not using this might not fully tap into the platform’s marketing potential.
  • Suboptimal Conversion Rates: Products with suboptimal search term optimization may experience lower conversion rates as they might not be as visible or relevant to customers in search results.
  • Ineffective Product Targeting: Without using the extended character limit, sellers may struggle to effectively target specific niches, demographics, or customer interests, potentially leading to less targeted traffic.
  • Risk of Losing Market Share: Sellers not capitalizing on new features risk losing market share to competitors who actively implement the latest updates and optimize their product listings.

Are you experiencing a drop in your Amazon ranking despite significant efforts? Read our guide on the top 10 proven strategies on how to improve Amazon ranking.

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Search Terms Best Practices

Abide by Length Restrictions

Ensure optimal visibility by keeping search terms within the specified text length limit.

Incorporate Synonyms

Improve discoverability by employing synonyms for crucial terms related to your product niche.

Use Spelling Variations or Spanish Translations

Include accurate spelling variations and Spanish translations, avoiding common misspellings.

Include Abbreviations

Integrate relevant abbreviations to encompass a wider range of search queries.

Lowercase Letters

Maintain consistency and compatibility by using all lowercase letters.

Avoid Punctuation

Omit punctuation marks like semicolons, colons, and dashes.

Space Between Words

Enhance readability by separating words with spaces.

Minimize Repetitions

Maximize the effectiveness of each term by avoiding unnecessary repetitions.

Exclude Articles and Prepositions

Focus on essential keywords by eliminating articles, prepositions, and short words.

Choose Singular or Plural

Opt for either singular or plural forms of words to preserve clarity.

Avoid Prohibited Words

Ensure accurate and reliable results by steering clear of brand names, fleeting trends, exaggerated claims, and anything offensive or illicit in your search queries.


In the world of e-commerce, mastering the intricacies of Amazon backend keywords is not just a choice but a necessity for sellers. As we conclude this exploration, it's evident that understanding and effectively utilizing these hidden gems can make a pivotal difference in product visibility, customer reach, and overall market competitiveness. As a result of the recent expansion of the backend keyword limit, sellers can fine-tune their strategies and optimize their listings to maximize their visibility.

Become A Part of The SwiftStart Community

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Also, if you want to streamline your brand's operations without hiring an agency, our 450+ Amazon SOPs Library is your solution. So, don't miss out on the opportunity. Get in touch with Amazon agency today and take the first step toward elevating your Amazon brand's CRO.

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