Highlights
- Once exclusive to top-tier sellers, it is now largely obsolete in Amazon’s ranking system.
- Optimize listings with high-performing search terms to improve product visibility.
- Use hidden keyword fields effectively for better discoverability.
- Target specific, less competitive phrases to attract high-intent buyers.
- Leverage paid advertising to refine keyword strategies and boost organic rankings.
When it comes to selling on Amazon, keyword optimization plays a crucial role in improving product visibility and driving sales. Many sellers come across Platinum Keywords and wonder what it means and how it affects Amazon SEO.
In this article, we’ll dive deep into Amazon platinum keywords, their purpose, and how to use them effectively to optimize your product listings.
What Are Amazon Platinum Keywords?
Amazon Platinum Keywords were originally introduced as part of Amazon’s Platinum Seller Program, which was designed for top-tier sellers. These keywords were meant to help these exclusive sellers rank better in search terms and gain an edge over regular sellers. Amazon platinum keywords were entered in a dedicated backend field, separate from regular backend keywords, to enhance visibility.
However, Amazon has since phased out the Platinum Seller Program, making these keywords largely obsolete for most sellers today. Despite this, many sellers still come across the term and wonder if Amazon platinum keywords can influence their product rankings.
Do Amazon Platinum Keywords Still Matter?
While platinum keywords were once a key factor for high-ranking sellers, they no longer play a significant role in Amazon SEO terms. Amazon’s algorithm now prioritizes Amazon backend keywords, search terms, and other elements of listing optimization over platinum keywords.
If you see a section for Amazon platinum keywords in your Seller Central dashboard, it is likely a remnant of the old system. Instead of focusing on these outdated fields, sellers should prioritize proven Amazon SEO and listing optimization techniques to improve visibility.
How to Optimize Amazon Keywords Effectively
Since Amazon platinum keywords no longer hold the same weight, here are some effective ways to optimize Amazon keywords for better rankings and increased sales:
1. Use Amazon Backend Keywords
Amazon allows sellers to input Amazon backend keywords in a hidden field that helps their products appear in relevant search queries. These are invisible to shoppers but help refine product discoverability.
Best Practices for Amazon Backend Keywords
- Avoid repeating words already in your title or description
- Use synonyms and alternate spellings
- Don’t include competitor names or prohibited terms
- Separate keywords with spaces, not commas
- Stay within Amazon’s 250-byte limit
2. Optimize Amazon Search Terms in Listings
Your product title, bullet points, and description should include Amazon search terms that align with shopper queries. Amazon’s A9 algorithm prioritizes well-optimized listings, so it’s crucial to naturally integrate relevant Amazon SEO terms throughout your content.
Key Areas to Insert Keywords
- Product Title: Use primary keywords while maintaining readability
- Bullet Points: Highlight key features and benefits with secondary keywords
- Product Description: Provide a compelling narrative with relevant search terms
- A+ Content (if applicable): Enhance your listing with engaging visuals and enriched keyword content
3. Conduct Thorough Keyword Research
Using the right Amazon SEO terms ensures that your product appears in front of the right audience. Tools like Helium 10, Jungle Scout, and Amazon’s own Brand Analytics can help sellers identify high-performing keywords.
Steps to Conduct Keyword Research
- Analyze competitors’ listings to discover commonly used Amazon search terms
- Use keyword research tools to find high-traffic, low-competition keywords
- Test different variations and track performance over time
- Utilize auto and manual Amazon PPC campaigns to discover hidden keyword opportunities
4. Leverage Long-Tail Keywords
Long-tail keywords are more specific and typically have less competition. Including long-tail phrases in your Amazon backend keywords and product descriptions can help attract more targeted traffic.
Example
Instead of using “running shoes,” a long-tail keyword could be “women’s lightweight running shoes for beginners.”
Long-tail keywords are beneficial because they target customers with clear purchase intent, increasing the likelihood of conversions.
5. Monitor and Adjust Keyword Performance
Optimizing Amazon keywords is an ongoing process. Regularly analyze your keyword rankings, search term reports, and conversion rates to refine your strategy.
Ways to Track Performance
- Use Amazon’s Search Term Report for PPC campaigns
- Monitor organic rankings through keyword-tracking tools
- Adjust backend and front-end keywords based on performance data
- A/B test different keywords in product titles and descriptions
6. Utilize Amazon PPC for Keyword Insights
Amazon Pay-Per-Click (PPC) advertising is one of the best ways to gain insights into Amazon search terms that drive conversions. Running Sponsored Product campaigns allows sellers to identify high-performing keywords that can be integrated into their organic listing optimization strategy.
Tips for Using Amazon PPC Effectively
- Start with automatic campaigns to gather keyword data
- Transition to manual campaigns to target high-converting keywords
- Regularly optimize bids based on performance metrics
- Use negative keywords to reduce wasted ad spend
Key Takeaways: Optimizing Amazon Keywords for Success
While platinum keywords were once a ranking factor for high-tier sellers, they are now largely irrelevant. Instead, sellers should focus on optimizing backend keywords, Amazon search terms, and SEO terms to improve rankings and sales.
Summary of Optimization Strategies
- Use Amazon backend keywords effectively to improve discoverability.
- Optimize product listings by strategically placing search terms in titles, bullet points, and descriptions.
- Conduct in-depth keyword research to target high-performing search terms.
- Leverage long-tail keywords to attract more specific, high-intent shoppers.
- Continuously track keyword performance and adjust strategies as needed.
- Utilize Amazon PPC to refine keyword selection and enhance organic rankings.
By implementing these Amazon SEO optimization techniques, sellers can increase their product’s visibility, improve conversion rates, and ultimately drive higher sales. Amazon’s algorithm is constantly evolving, so staying updated with the latest keyword trends and search term strategies is essential for long-term success.
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