Amazon SEO Guide: Beat the Competition & Rank Higher in 2024

Amazon SEO Guide: Beat the Competition & Rank Higher in 2024

insights |  | 9 min read

Imagine a marketplace where millions of buyers visit daily with the sole purpose of purchasing a product. Now, imagine that you have the opportunity to stand out in this crowded market and attract those buyers to your products. Sounds exciting, right? But the question is, how can you make it happen? The answer lies in optimizing your Amazon product listings and understanding how Amazon SEO works. With so many sellers on the Amazon platform, making your product listings as clear, concise, and appealing as possible to potential buyers is essential. In this Amazon SEO guide, we'll explore the ins and outs of Amazon SEO and its A9 algorithm, and provide you with strategies and tools to boost your product visibility and sales on Amazon. So, are you ready to take your Amazon business to the next level? Let’s dive in!

Understanding How Amazon's Search Algorithm Works

Amazon is one of the largest online marketplaces in the world, with millions of products being sold every day. With such a vast array of products available, it can be difficult for customers to find exactly what they are looking for. That's why Amazon has developed a sophisticated search engine known as A9 to help customers find the products they need quickly and easily.

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Components of Amazon's Search Result Page

The search result page on Amazon is made up of several components that work together to help customers find the products they need. These components include list view and gallery view, which show different numbers of products on each page. Understanding these views is crucial when categorizing and filtering your products correctly.

Importance of Amazon's Sponsored Products

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The Sponsored Products section is one of the most important components of the search result page. These products are typically displayed at the top of the page and are chosen based on keyword bidding strategies and Amazon SEO optimization. By implementing the right PPC campaigns and SEO strategies, your product can be listed on the first page of sponsored products, increasing visibility and sales.

Utilizing Amazon's Search Filters

Another important feature of the search result page is the search filters. These filters help customers narrow down their search by selecting specific categories, brand names, and product characteristics. To make sure your products are included in the relevant search filter subsets, it's important to specify these characteristics as precisely as possible when categorizing them in Amazon Seller Central.

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The Connection Between Search Queries and URLs

Amazon also considers the connection between a search query and a product's URL when filtering search results. Parameters like 'keyword', 'node', and 'brandtextebin' are taken into account when determining where a product appears in the search results.

Improving your product's visibility on Amazon's search engine is crucial for a successful business. Implementing the right Amazon SEO strategy can increase your product's rankings and attract more customers. Remember, many of your competitors are also working on improving their rankings, so it's important to start implementing these strategies as soon as possible. The majority of trade is done via the first page of search results, with the top three listings receiving the most attention. Make sure your products are included in those top listings by optimizing your Amazon SEO today.

Make sure not to miss out on our Amazon New Product Launch Guide for 2024.

What is Amazon’s A9 Algorithm and How Does it Work?

To help customers find what they're looking for, Amazon uses a product ranking algorithm called A9. This algorithm considers various factors to determine which products to show in response to a search query.

So, how does A9 work? When a user enters a search term on Amazon, the algorithm must quickly determine which products to show at the top of the search results. To do this, A9 considers several factors, including the user's search query, the product's text relevance, the seller's price, and the product's availability.

Factors that Influence A9's Search Rankings

Explicit Factors

Price: The price of a product can influence its ranking in search results, with a product that is reasonably priced more likely to appear higher in search results than a product with an overly high price.

Stock Supply: If a product is out of stock, it may not appear in search results or may appear lower in search results. Maintaining adequate stock levels is important for maintaining search visibility.

Text Relevance: The relevance of a product's title and description to the search query is a key factor in determining its search ranking. Products with optimized and relevant titles and descriptions are more likely to rank higher in search results.

Implicit Factors

Sales Velocity: The rate at which a product is selling can impact its search ranking. Products with higher sales velocities are more likely to appear higher in search results.

Fulfillment Method: Amazon favors products fulfilled by Amazon (FBA) over those fulfilled by the seller (FBM). FBA products are more likely to appear higher in search results.

Is Amazon FBA Worth it in 2024? Check our comprehensive guide before starting out.

Customer Reviews and Ratings: Products with positive reviews and high ratings are more likely to appear higher in search results. A high volume of reviews also indicates a product's popularity and can influence its search ranking.

Key Factors for Improving Discoverability and Desirability

Amazon sellers can improve their product's discoverability and desirability by optimizing their listings for both the search engine and the user. These two aspects carry significant weight in the A9 algorithm's ranking system.

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Improving discoverability involves optimizing factors that affect the probability of your product being purchased, such as:

  • Using Amazon keyword research and optimization to include relevant keywords in your product title, description, and bullet points
  • Using Fulfillment by Amazon (FBA) to ensure fast and reliable delivery
  • Offering competitive pricing and shipping costs
  • Maintaining good stock availability

Improving desirability involves optimizing factors that enhance the user experience and increase the likelihood of conversion, such as:

  • Using high-quality product images that accurately represent your product
  • Crafting an optimized and attractive product title that encourages users to click through to your product page
  • Using clear and concise bullet points to describe your product's features and benefits
  • Encouraging positive product reviews and ratings from satisfied customers
  • Differentiating your product from competitors by highlighting unique features or benefits

By optimizing both discoverability and desirability factors, you can improve your product's visibility and increase your chances of making sales on Amazon.

Amazon SEO Guide: How to Improve Product Rankings on Amazon

Amazon is a highly competitive marketplace, and improving your product rankings is crucial for driving sales and increasing visibility. Here are some tips and tricks to improve your Amazon product rankings:

Step 1: Optimize Your Amazon Product Title

The product title is the most critical factor in boosting your product’s visibility and rankings. Amazon recommends including the brand, product, material, quantity, and color in the title, with a maximum of 100 characters. It's important to include relevant keywords in your title to help customers find your product. However, avoid keyword stuffing, which can make the title unappealing to potential buyers. Instead, focus on writing a clear and concise title that describes your product and naturally incorporates a few keywords.

Step 2: Conduct Keyword Research for Product

Keyword research is vital for optimizing your product listings on Amazon. Research keywords that are relevant to your product and have a high search volume. Use Amazon's autocomplete feature, related searches, and third-party keyword tools to find relevant keywords. Incorporate these keywords naturally into your product listing to increase your product's visibility in Amazon's search results.

Recommended Guide: Upgrade Your Product Listings with Amazon A+ Content

Step 3: Price Your Product for Optimal Visibility

Pricing is an important factor for Amazon's algorithm to rank your product. Choose a competitive price that aligns with your product's perceived value and the competition in your niche. Offering discounts and promotions can also help increase your product's visibility and sales.

Step 4: Enhance Your Product Images

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Images play a crucial role in convincing customers to purchase your product. Ensure your product images are of high quality and showcase your product's features from different angles. Use professional product photography and include lifestyle images to provide context and make your product more appealing.

Step 5: Write Compelling Product Descriptions

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A well-written product description can influence customers' purchase decisions. Focus on highlighting your product's benefits and unique selling points. Use bullet points and clear, concise language to make your product description easy to read and scan.

Step 6: Manage Product Stock Availability

Product availability is essential for maintaining customer trust and boosting sales. Ensure your product is always in stock and accurately update your inventory on Amazon. If your product is out of stock, customers may turn to your competitors, leading to lost sales and lower rankings.

Step 7: Optimize Your Product's Backend Search Keywords

Backend search keywords are hidden keywords that help Amazon's algorithm understand what your product is about. Research relevant keywords and incorporate them into your product's backend search terms. Avoid using irrelevant or misleading keywords, as this can harm your product's visibility and rankings. Recently, Amazon announced a new backend search term update which now allows sellers to write up to 500 characters; it’s a golden opportunity to redefine your SEO strategy and boost product rank organically.

Step 8: Encourage Product Reviews and Ratings

Product reviews and ratings are essential for building customer trust and improving your product's rankings. Encourage your customers to leave honest reviews by following up after their purchase and providing exceptional customer service. Avoid incentivizing reviews, as this violates Amazon's terms of service and can harm your account's reputation.

Check out our guide on the 5 Benefits of Amazon's New Customer Engagement Tool for Improved Sales.

Step 9: Utilize Fulfillment by Amazon (FBA) for Your Product

Fulfillment by Amazon (FBA) can help increase your product's visibility and sales. FBA offers fast and reliable shipping, customer service, and Prime eligibility, making your product more appealing to customers. Using FBA can also improve your product's search rankings and Buy Box eligibility.

Boost Your Amazon Sales with Swifstart's Comprehensive SEO Services

Are you struggling to get your Amazon products seen by potential customers? You're not alone. With millions of Amazon sellers and products competing for attention, it can be tough to stand out in the crowd. That's where Swifstart+ comes in.

Our Amazon SEO services are designed to help you optimize your listings, increase visibility, and drive more sales. Here are just a few ways we can help:

PPC Ads and SEO Services: We'll help you navigate the complex world of Amazon ads, using strategies like Amazon DSP, product targeting, and competitor analysis to maximize your ad spend and drive more traffic to your listings.

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Listing Optimization Services: Our team of copywriting and SEO experts will optimize your listings to improve conversion rates and drive more traffic to your products.

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Photos & Videos Services: Good product photos are essential for driving sales and building your brand. We'll help you create stunning product imagery that stands out from the competition.

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Design Services: We'll work with you to create a consistent brand image across all of your listings and storefronts, helping to build trust with customers and increase conversions.

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Trademark Services: Protect your brand and intellectual property with Amazon Brand Registry. We'll help you register your trademark and take advantage of exclusive tools to strengthen your listings and protect your brand from copycats.

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Choose Swiftstart+ as your Amazon SEO agency, and let us help you optimize your Amazon product listings, increase your visibility, and drive sales on the platform.


As Amazon continues to dominate the e-commerce space, it is essential for sellers to understand how to optimize their product listings for Amazon's A9 algorithm. Implementing the tips and strategies discussed in this Amazon SEO guide can significantly improve your product's visibility, rankings, and sales on Amazon.

However, it is important to note that Amazon's A9 algorithm is continually evolving, and staying up to date with changes and trends is crucial for success on the platform. Additionally, it's important to focus on providing excellent customer service and maintaining high-quality products to ensure customer satisfaction and positive reviews.

We hope this comprehensive Amazon SEO guide has provided you with valuable insights and strategies to improve your product rankings on Amazon. However, if you have any further questions or require additional assistance with your Amazon SEO optimization, feel free to reach out to our team at Swiftstart. We are always ready to help you succeed on the world's largest e-commerce platform.

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