Amazon SEO for listings that get found and chosen
Listing optimization for Amazon search: the right keywords in the right fields, clear images and copy, and the sales and review signals that help products rank.
Amazon SEO: what it covers
Amazon search works differently from Google. Its ranking system, often called A9 or A10 by sellers although Amazon publishes little about it, aims to show products a shopper is likely to buy. Keyword relevance gets a listing considered, but sales history, conversion, price, availability, fulfillment and reviews strongly influence where it appears. A listing that ranks but does not convert tends to slide down, so search visibility and conversion have to be improved together.
We optimize Amazon listings for brands that sell both on their own Shopify store and on Amazon. The work starts with keyword research using Amazon search suggestions, competitor listings and dedicated tools, then moves to titles, bullet points, descriptions, backend search terms and image briefs, all within the style guide for your category. For brand-registered sellers we write A+ Content and plan the Brand Store. We also keep product information consistent between Amazon and your website.
- Amazon keyword research by product
- Titles and bullet points within style rules
- Backend search terms without repetition
- Image and infographic briefs
- A+ Content and Brand Store copy
- Review and rating monitoring
What Amazon SEO has to get right
Keywords in the wrong places
Sellers often repeat the same words across the title, bullets and backend search terms, or stuff titles until they break category rules. Repeating a word does not make a listing more relevant, so it wastes space. Spreading distinct, relevant terms across fields widens the range of searches a listing can appear for.
Listings that rank but do not convert
Traffic without sales sends a poor signal. Weak main images, unclear bullet points, missing size or compatibility details and a low rating all reduce conversion. Improving these often helps ranking indirectly, because a listing that sells more tends to rank better over time.
Suppressed or incomplete listings
Missing required attributes, main images that break the image rules or titles that exceed category limits can get a listing suppressed, so it does not appear in search at all. Incomplete attributes also keep products out of the filters that shoppers use to narrow their choices.
Our Amazon SEO services
Amazon keyword research
Research from Amazon autocomplete, competitor listings and Brand Analytics search data where available, grouped by product and buyer intent.
Title and bullet writing
Titles and bullets that lead with the most important terms and benefits, written to your category style guide and character limits.
Backend search terms
Backend fields filled with synonyms, alternate spellings and other terms your buyers use, without repeating words already in the visible listing.
Image briefs
Briefs for main images, infographics, lifestyle shots and comparison images that answer buyer questions before they need to read the copy.
A+ Content and Brand Store
A+ Content modules and Brand Store pages for brand-registered sellers, focused on comparison charts, benefits and cross-selling.
Reviews and attributes
Monitoring ratings and reviews for recurring product issues, and completing listing attributes so products appear in filtered results.
How we work
SEO Audit & Research
We analyse your website, competitors and keyword landscape.
Strategy Development
We create a structured SEO roadmap aligned with your business goals.
Optimisation Implementation
We implement technical fixes and on-page improvements.
Content & Authority Growth
We strengthen visibility through strategic content planning and appropriate authority-building activities.
Monitoring & Reporting
We track rankings, traffic and performance metrics regularly.
Related SEO services
Frequently asked questions
What is the Amazon A10 algorithm?
A10 is the name sellers use for the current version of Amazon product search ranking, and A9 for the earlier one. Amazon does not publish its ranking factors in detail. Seller experience and Amazon guidance point to relevance, sales performance, conversion, price, availability and customer satisfaction all playing a part.
Does A+ Content help Amazon SEO?
Mostly by improving conversion. Titles, bullets and backend search terms do the main keyword work, while A+ Content helps shoppers decide through better images, comparison charts and brand detail. Higher conversion and sales tend to help ranking over time. A+ Content is available to sellers enrolled in Amazon Brand Registry.
How long can Amazon backend search terms be?
On Amazon.com the backend search terms field must stay under 250 bytes, and other marketplaces set their own limits. Entries over the limit may not be indexed at all, so we count bytes rather than characters, since some characters take more than one byte. Punctuation and repeated words are unnecessary.
Can you manage Amazon alongside our Shopify store?
Yes, many brands sell through both, and keeping them aligned matters. We keep product titles, descriptions and images consistent across channels while adapting them to the rules of each platform. We can also advise on the Shopify apps used to sync products and inventory between your store and Amazon.