SEO

 On Amazon, SEO focuses on optimising product listings (ASINs) to ensure they appear as high as possible in organic search results when customers type relevant keywords.
Unlike paid placements such as Sponsored Products (SP) or Sponsored Brands (SB), SEO drives free, long-term visibility based on relevance, performance, and customer satisfaction signals.

How Amazon SEO Works:
Amazon’s search engine - A9 (or A10) - ranks products using a mix of text relevance and sales performance metrics.
To optimise effectively, sellers and vendors must align content and performance with Amazon’s ranking algorithms.

Core Components of Amazon SEO:

1. Keyword Optimisation:
   • Include high-impact, relevant keywords in titles, bullet points, and backend search terms.
   • Tools like Brand Analytics, Keyword Lookup, or Helium 10 help identify top search terms.
2. Listing Quality (Retail Readiness):
   • Titles: Clear, keyword-rich, but readable.
   • Bullet points: Highlight key features and benefits.
   • Product description: Informative and keyword-optimised.
   • Images & A+ Content: Visually enhance engagement and conversion.
3. Performance Factors:
   • Conversion Rate (CR)
   • Click-Through Rate (CTR)
   • Reviews and Ratings
   • Availability (In-Stock Rate)
   • Fulfilment method (FBA improves ranking via Prime eligibility).
4. Customer Experience Signals:
   • Low return rate and defect rate.
   • Strong Q&A engagement and review responses.

External SEO on Google:
Some Amazon listings also benefit from external SEO - optimising Amazon Storefronts or product pages to appear in Google search results.
This can drive incremental traffic to Amazon, especially for branded searches.

Benefits for Sellers and Vendors:

• Free visibility: Improves ranking without advertising spend.
• Higher conversion: Optimised listings convert better due to clarity and trust.
• Long-term growth: SEO builds compounding traffic over time.
• Advertising efficiency: Enhances organic ranking and reduces ACoS.

Benefits for Amazon:

• Better customer experience: Relevant, accurate listings improve satisfaction.
• Reduced search friction: Easier discovery of the right products.
• Higher revenue: More relevant results increase overall marketplace conversion.

Challenges:

• Algorithm updates: Amazon’s A9/A10 models change ranking weightings regularly.
• Competition: Thousands of sellers target the same keywords.
• Balance: Over-optimisation (keyword stuffing) can reduce readability and conversions.

Best Practices:

• Prioritise search intent - focus on what customers actually type, not just keywords.
• Maintain Retail Readiness - complete content, strong reviews, and high-quality images.
• Use Brand Analytics to track organic share and keyword trends.
• Combine SEO + PPC - ads can boost early visibility and improve organic rank through sales velocity.

Example:
A blender listing optimised with keywords like “high-speed blender,” “smoothie maker,” and “BPA-free jar” achieves a 30% increase in organic impressions and a 15% improvement in conversion rate after optimisation.

In short:
SEO (Search Engine Optimisation) is the process of enhancing Amazon product listings and content to improve organic visibility and ranking, increase conversion, and drive sustainable traffic without relying solely on paid ads.