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Amazon SEO Tactics: Because Amazon is A Search Engine Too

Dave Chesson
Amazon SEO Tactics: Because Amazon is A Search Engine Too

Usually when someone says "SEO," most people immediately think of Google. However, there are many other large-scale websites that have their own search engines inside of them.

One of the largest that most people don’t think about is Amazon. Home to over 200 million products, Amazon is an online retail monster. Furthermore, it is becoming easier every year to start your own Amazon-related business, such as Amazon Associate or Fulfillment By Amazon (FBA), or to become a Kindle Direct Publisher (KDP) through the Kindle platform.

However, what makes Amazon even juicier than Google is that, unlike Google, the majority of people who go to Amazon are buyers. They aren’t there to do research or lookup some fact. They have a product in mind and are ready to purchase.

So, it probably goes without saying that whoever has their product rank #1 for a critical keyword in Amazon gets the sale … not just the click, but the actual sale.

While it's obvious how powerful Amazon SEO can be in increasing one’s business, Amazon and its algorithm are relatively unknown.

So, to help you get your products or your client’s products to the top of the Amazon’s Search Engine Results Pages (SERP), let me introduce you to A9 and Amazon’s algorithm variables.

The Amazon Algorithm

Amazon’s search engine algorithm has a name, and it's called A9. Started in 2003 as a subsidiary of Amazon, A9 was tasked with the sole responsibility of creating a better user experience by placing the right products in front of the right customers.

Like Google, A9 works to find the right pages using specific on-page and off-page data in order to build their own SERPs.

However, there are major differences between Google’s algorithm and Amazon’s A9. Unlike Google, Amazon’s definition of success isn’t to send traffic to other sites, but to find the product that will provide the best sales conversion. It is for this fundamental difference between the two search engines that you cannot just apply the same tactics we’re used to in optimizing for Google, Yahoo or even Bing.

So, to help you understand a little more about A9 and optimization for amazon sales pages, we’ll discuss the 5 major variables that A9 uses when creating their rankings.

1. Immediate Sales (Darn it!)

This may seem obvious, but A9 doesn’t care about the overall number of sales for a particular product over a long period of time; only how many sales occurred recently.

Because of this, a product can usurp another product by having a large amount of sales in a short period of time. However, to maintain that position, that product needs to consistently and continuously make sales.

This algorithm rule is extremely useful during holidays when people are more likely to buy Halloween-themed candy in October, but will want Valentine-themed candy in February.

Now, that may seem like a tall order and something we optimizers can’t affect too much; however, there are other factors that can help our products get to the top that we can optimize for.

2. Verified Reviews

The number of verified reviews and their overall rating is one of the most powerful variables in Amazon page rankings. A verified review is a review in which someone not only bought the product through Amazon, but also used the same amazon account to leave a review. An unverified review is where Amazon doesn’t have a record of that person buying it, but they left a review anyway. I’m sure you know which one is more powerful with Amazon.

In Amazon’s eyes, a verified review is an honest and independent review, and a good indication of whether or not customers like a particular product.

If the Amazon search engine continues to place a particular product high in the SERPs based on just sales numbers, but customers aren’t leaving reviews or are leaving negative comments, Amazon will respond by lowering that product’s rankings and bring something else up further. While sales are important, Amazon cares about the customer experience as well.

3. CTR Versus CTS

Just like Google, having a high Click Through Rate (CTR) is an indication that someone found what they were looking for. If a product ranks #1 in Amazon but the product under it has a higher CTR for a specific search term, then it is numerically obvious that people believe they are looking for #2 instead of #1.

However, A9 takes it a step further; it doesn’t just rely on the click through rate, but also calculates the overall click to sales (CTS). Using the example above, even if product #1 has a lower CTR, if it has a higher CTS, then it will continue to trump the #2 product in the rankings.

4. Sales Page Content

To this day, every search engine needs words in order to figure out what a page’s content is about. Amazon is no different and so most of these same SEO tactics apply for Amazon, to include headers, text ratio, keyword density, etc.

However, we product placers do not have as much control on a product page as we do on our blogs. Therefore, where you can place content and how you structure it for Amazon is even more important than for Google.

For an Amazon page, he have seven areas in which we can place our keywords to include:

  1. Page title
  2. Subtitle
  3. Product description
  4. Editorial review
  5. Product picture file name
  6. Name of author, editor, etc (Publishing only…Also, don’t recommend keyword stuffing here)
  7. Last but not least, Amazon’s own ‘special’ keywords

5. Amazon ‘Special’ Keywords

When you go to upload your product, Amazon will ask you for seven keywords. These aren’t exactly what you think they are.


These keywords are only internal to Amazon. They are not meta tags, nor will they show up in a page’s HTML — meaning Google/Yahoo/Bing can’t see them. However, they can become important in helping you to select a particular category in order to have your product placed.

For some strange reason, when you go to upload your product on Amazon, they only offer a certain amount of categories to include your product. Therefore, if you find a category that you want your product to be a part of, but it isn’t initially offered when you upload it, you’ll need to do the following:

1. Find two relevant categories initially offered and select those for the time being 2. Then take the name of the category that you want to be listed under and use that as one of your Amazon Keywords 3. If after a week or two, or you just want to speed up the process, contact Amazon and inform them that you want to be included in that category

Pretty simple right? But don’t neglect this step. Choosing the right category can open your product to a whole new market and get you the coveted “Best Seller” tag.


As you can see, Amazon is one of the more important search engines to rank for. Simply put, ranking higher in a keyword SERP on Amazon equates to more sales, not just clicks.

Luckily, many in the Amazon business don’t know about A9 and fail to truly grasp the concepts that help to perpetuate products to the top. Sometimes I liken Amazon SEO to what Google SEO was like over seven years ago without any of the Animal updates … meaning, it’s a lot simpler than what we are used to right now. So, check it out.

If you have any products listed on Amazon, try some of these simple tweaks. Remember: Amazon is a search engine too!

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Dave Chesson is a Amazon algorithm nut, but specifically stays in the Kindle self-publishing world where he runs the website, Kindlepreneur.com. If you would like to know more about Amazon SEO rankings and SERP tactics, you can download his free ebook.
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Nice post Dave. But your forgot to mention about bounce rate. Because amazon also count bounce rate. Bounce rate can be happen in many cases like poor quality picture, wrong description or description not matching with product and even price.

we do google and amazon SEO and if anyone interested then can take a price from us.
skype: Guessme419
Dave Chesson
Actually, it isn't bounce rate (that's more google) with Amazon. It's about conversion rate. Amazon cares more about those products that convert more and thus make them more sales. But yeah, that's true - I should update this article.
Ridhy Chandro Modak
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Ridhy Chandro Modak
Please provide me with a valid email so we can talk further.
Thanks for the read. I'm currently looking to either learn amazon SEO myself, or have someone do it for my products for me. If you know of any reputable businesses that could help me that would be great!
Emily Laurich
Hi Emily,

It is a wonderful article with loads of nuggets, especially how the A9 search engine works differently from that of Google's and the other popular search engines.

Regarding your request for help on your Amazon product listing rankings, I would like to learn more on how I can assist you.

Simply get in touch with more details and your contact details via the 'contact us' button on our website here: https://www.creativeseocompany.com/

Please Reference this article in your message.


Emily Laurich
Hi Emily, I have a list of companies which deals in Amazon SEO and are also experts in their work. You can contact them. Here is the list:
1. Data4Amazon
2. QuikTekInfo Services
3. Data4ecom
4. SammDataServices
5. SuntecIndia

Ritu Singh
It’s really cool for sharing such good SEO technique for amazon search. Do you think amazon, flipkart and snapdeal follow same creteria for there search algorithm? Please advise
Ritu Singh
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Dave, thanks for writing this. I've been working in SEO for 10 years and never consider Amazon and its search Algorithm.
Dave Chesson
Absolutely and glad to help! It's an eye opener when you realize how close they are.
Grabbit Media
It’s really interesting, i got a very good SEO technique from this article. however the big G is always constantly changing and even if you’re doing anything so perfect you have the chance of being penalize, i’ve already subscribed to prevent like this. Thank you very much.
[link removed by moderator]
so whats works best. 100 product give away , 10 a day for 10 days or 100 day one or 50 day 1 50 day 3 or 4
I'm sorry. But I can't understand the following sentence. Can someone help?

"If a product ranks #1 in Amazon but the product under it has a higher CTR for a

specific search term, then it is numerically obvious that people believe they are looking for #2 instead of #1."
Dave Chesson
Sertaç Yakın
No, problem. Click Through Rate is super important. Like with Google, Amazon can use other factors to choose what should rank where. However, if the product that ranks #2 gets more clicks that #1, then over time, Amazon will choose to move #2 up to the #1 spot. A higher CTR proves that that product is what people are looking for when they type in a certain word or phrase in the search box.
Dave Chesson
Thanks Dave! Great info. Best wishes!
Dave Chesson
Sertaç Yakın
Anytime! And if you ever have any more questions, just hit me up here or at my website, Kindlepreneur.com.
Dave Chesson
Thanks for info. I'm working on Amazon SEO in these days. So trying to read, learn and bookmark as much as I can. I liked your page. Especially your photo. Best wishes.

Dave Chesson
Sertaç Yakın
Hahaha....sounds good buddy.
I really like your tips on SEO on Amazon. Not everyone immediately thinks of Amazon when they think of SEO, and it's important for people to learn tricks and tips on how to improve optimization. If you're interested, you can read more on my company's blog about how to improve SEO on Amazon. https://blog.shoprocket.co/ama...
Dave Chesson
Yup, you are absolutely right and you can even extend that to other important commerce websites that have a search feature like eBay, Fiverr, Udemy, etc...
Great info! How can you change the "Amazon Special Keywords" if you already have a live product listing?
Dave Chesson
If you back into your bookshelf (if KDP) or product listing (if other) you can change the Amazon Special Keywords you placed in there. No limit to what you change. As a matter of fact, I have seen a lot of people make small changes from time to time just to give their product a fresh kick of new sales...which is nice. Then they play around with them until they finally find the best ones.
hi thanks for the great info. i have a question.
i see you mentioned "Product picture file name" i didnt knew that the picture file name can make a difference. how do i enter the keyword in the picture file name the right way ?
Dave Chesson
mac sing
To do that, you just change the name of the picture file before you upload it to Amazon for your product page.
Dave Chesson
Thanks but what should be the layout of the picture nam3? If the keyword has 2 words Do I put a space between the words or a comma or something else? Please share and example of the exact layout of the picture name (take "water bottle" as an keyword example) how it should be displayed it should work.
Dave Chesson
Mike sosh
the file name then should be water-bottle.png or something like that.
Dave Chesson
There is no public data that supports your claim about keyword stuffing images. Amazon uses their own hosting for images, and therefore, you don't even get the benefit of search engines scrapping products. When you have the time to properly present your claim and prove it with your proprietary data, I'll provide the same and compare results.
Dave Chesson
This is not true. Amazon renames the file name as soon as you upload.
Good article. Any idea how/if A+ content can affect product rankings in Amazon Search?
Dave Chesson
Andrew Nunn
I haven't tried A+ content for any of my product pages, but I can only imagine that it helps. A+ gives you more opportunities to naturally inject your particular keywords into the sales page, thus giving the A9 algorithm more chances to hit it for that particular keyword.

Some might say that that Algo doesn't go that far in reading the keywords, however, my case studies show that it goes as far to even check the reviews and the use of keywords inside the reviews (which makes sense when you really think about it).
10x for the intel !
Dave Chesson
Haha, no problem buddy. Thanks!