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You must look past Google and other search engines when you start considering selling your products on other marketplaces apart from your website. As an Amazon seller, you must position your product(s) such that customers can find you as easily and quickly as possible. And this is consequential to how well you set your SEO. This means that the better you set your Amazon SEO, the more your traffic and ultimately more sales. Hence, the big question is, how do you move your products up the Amazon search rankings? In essence, how do you set your Amazon SEO correctly?  

This article expressively explores the various factors that influence your products’ ranking on Amazon, helping you ensure you make optimal sales in the marketplace. However, first, let us examine how the Amazon ranking algorithm works exactly.  

The Amazon Search Algorithm 

Famously regarded as A9, the Amazon search algorithm focuses on products presented in ways that make selling as efficient and easy as possible. According to the subsidiary handling their algorithm A9, Amazon manages highly available and scalable advertising and search technology that presents the best possible products to Amazon users.  

While this may seem simple and straightforward, a few factors must be considered painstakingly to get things right. Like Google, the Amazon search algorithm has unique elements that influence its operation. 

We have majorly categorized them into two major factors: 

  • Performance, and
  • Relevance. 

Optimizing your product page while considering these two factors will help you a great deal in recording better leads and, of course, more sales and money! Let’s comprehensively examine these two crucial factors.  

Relevance-Based Factors 

Move your products up the Amazon search rankings using the relevance-based ranking factors discussed below. The basic idea is to use relevant keywords in strategic areas on your Amazon product page.  

1. Product Title 

This is arguably the most essential element of moving your product to the top of Amazon search result pages. Ensure you naturally infuse important and highly-searched keywords into your product’s title. 

Below are top tips to help optimize your Amazon product titles:  

  • Add your company or brand name. 
  • Include a detailed yet brief description of your product and what it does. 
  • Mention essential materials or ingredients used in making your product. 
  • Specify your product’s color and size.  
  • Mention the product quantity available.  

2. The Seller’s Name – Your Name 

Another factor to consider is your name on Amazon. You can use your Amazon seller’s name to rank on specific product keywords, particularly if you infuse such keywords into your name, naturally. For instance, searching “American flag ties for men” brings “Man of Men” as its first result. However, if you change your search term to only “American flag ties,” you will get an entirely different result. Why? 

We can safely say it’s because of the term “for men” included in the first key phrase. Hence, you must pay keen attention to your Seller’s name to win a competitive edge over your competitors on Amazon SERPs.  

3. Amazon Backend Keywords 

Amazon Backend Keywords are technically hidden keywords you can only incorporate into the backend section of your Seller’s account. It basically instructs Amazon on the exact product listing you are targeting on their marketplace.  

Google SEO experts can regard such backend keywords as meta tags. Meta tags are used to let Google know the central idea of web pages, telling Google or other search engines to know when and when not to show your web page to their users.  

Use the following tips to ensure your backend keywords are set appropriately:  

  • Don’t repeat words. 
  • Do not use quotation marks. 
  • Commas are as good as useless. Algorithms ignore them, yet they limit your character count. 
  • Include synonyms and other variations of your keyword. 
  • However, ensure you don’t over-optimize your Amazon backend keywords with the same word variations.  

Other essential sections or areas you must include your keywords for optimal relevance on Amazon are: 

  • Your product description 
  • Bullet points 
  • Your product’s brand field 

Performance-Based Factors 

The performance-based Amazon ranking factors are relatively harder to control directly, particularly because of the various added considerations apart from keywords that influence the possibilities of your product to move up the Amazon search rankings. Nonetheless, a proper understanding of these factors will also help you have a considerably optimized product positioned to pass the Amazon SEO test. 

The performance-based Amazon ranking factors include: 

1. Your Product’s Price 

How you price your products also significantly influences your sales, your product inventory, and of course, how you’re ranking on Amazon SERPs. If your product is more competitively priced than other sites also offering that product or counterparts, you can be sure of having your product’s conversion rate affected positively.  

Also, apart from other sites, ensure your product is also competitively priced with other products in the same Amazon category. If any of such products offer lower prices than your products, you will either record fewer sales than them, or the Amazon algorithm might push your product down the ranks. Either way, wrongly pricing your product will negatively affect you as an Amazon seller. 

2. Your Amazon Conversion Rate 

This also somewhat relates to your product’s pricing. However, it affects your product’s ranking on Amazon more than product pricing. Unfortunately, it’s almost impossible to know the exact conversion rate of your products as Amazon analytics isn’t expressively available for Amazon sellers. The best you can do to monitor your product’s conversion rate is to explore Seller Central’s Detail Sales section under Business Reports and Reports.  

An unspectacular conversion rate might warrant you to optimize your product page again using the factors discussed already in this article. Otherwise, you may be risking your product going down the Amazon SERPs.  

Other crucial performance-based Amazon search ranking factors you must consider for optimal relevance on Amazon are: 

  • Your Product Images 
  • Your Amazon Product Reviews 


Knowing and understanding how Amazon SEO works is consequential to scaling your sales as an Amazon seller. To become a successful Amazon Seller, you must painstakingly optimize your products to rank as high as possible on the Amazon SERPs. The tips and strategies discussed in this article will help you to move your products up the Amazon search rankings effectively.  

You can also use the Zon Hack Amazon Seller tool to optimize your products on Amazon to record the best conversion rates.  

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