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An Advanced SEO Guide to Top Rankings on Amazon



Amazon optimization is more than just listing optimization.

Listing and sales optimization on Amazon isn’t always intuitive, especially if you come from a Google SEO background.

While both Amazon and Google are primarily powered through search, what they value for organic ranking is strikingly different.

Amazon’s organic search algorithm is made up of several factors that, like Google, can take some time to understand. Amazon tells us what it values in search:

“Customers should able to find your products before they can buy them, and searching is the primary way they can do that.

Customers search by entering keywords and Amazon matches this against the information (title, description, delivery speed, and so on) that you provide for a product.

Factors such as degree of text match, price, availability, selection, and sales history help determine where your product appears in a customer’s search results.

By providing relevant and complete information for your product, you can increase your product’s visibility and sales.”

Overall, on Amazon, sales beget sales.

Amazon will prioritize listings that it feels has the best chance of converting to a purchase.

While that sounds simple, there are a broad array of factors that influence how the algorithm ranks your product.

Optimizing a listing on Amazon is more than just making it “look pretty.”

Here are some of the considerations you should have as you craft your listings for Amazon.

  • Targeted, buyer-oriented keywords.
  • Maximizing the number of highly relevant keywords you are indexed for.
  • Ensuring your listing is “retail-ready” by focusing on elements that ensure conversion.
  • Jumpstarting sales and conversions for your listing.

1. Targeted, Buyer-Oriented Keywords

When my team and I are reviewing listings for clients, we generally see one of a few common mistakes when it comes to the keywords they use as the foundation for their listing.

Not Being Diligent in Their Keyword Research

Many listings stop with a list of 5-10 keywords they are targeting. This generally is based around the title for product, brand, color, flavor, size, and use types.

When we do keyword research to rewrite listings for clients, we take a much more intense look sometimes harvesting thousands of words.

We then prioritize it based on:

  • The product.
  • Keyword frequency.
  • Estimated monthly search volume.
  • Our target customer profile.
An Advanced SEO Guide to Top Rankings on Amazon

We start our keyword research by looking at the product packaging, company website, customer reviews, customer questions, and by asking this question:

If I didn’t know the name or brand of this product, how would I find it?

Then we expand our search by looking for alternative uses, looking at competitive listings, and potential alternative uses.

We then take each of those words and run them individually through a tool called Merchant Words.

Merchant Words helps us to identify additional words we missed and identify an estimated number of monthly search volume.

We use that data and the frequency of keywords appear to prioritize which words will be used in the listings.

Not Understanding the Role of Keywords

Since customers primarily find products through search on Amazon, keywords are how you target your buyers.

This means not just focusing on what words you would use to describe your product, but what words your ideal customer would use to describe your product.

For example, if you had a 6-line PBX office phone and generally, you find that that type of phone is purchased by smaller companies, where it could be the office manager or the CEO ordering the phone. In this case, you might not focus on PBX as a keyword.

However, for your 12-line office phone, that is ordered by larger companies, and generally by a chief technology officer, you would focus on PBX and other technical specifications focused keywords more than [office phone system].

2. Maximizing the Number of Highly Relevant Keywords You Are Indexed For

I recently wrote an article specifically about making sure your listing is indexed for the words that you feel are highly relevant to your listing.

Being indexed for a word means that on Amazon your product will come up in the SERP for that search term at any point in the ranking.

There are several places you can put words to become indexed for a listing on Amazon.

Additionally, sometimes customer traffic patterns can also allow you to become indexed for a listing.

However, primarily there are a few areas you want to focus on for keywords:

  • Title
  • Bullets
  • Back end keywords
  • Structured or other data

Unlike Google technical SEO, you don’t have to worry about backlinks, schema markup, or duplicate content. However, there are specific recommendations for each segment of the listing.


Amazon has been making a concerted effort to clean up and standardize the ways that titles appear on Amazon.

It has specific style guidelines for titles. Keeping your titles optimized for buyer conversion can significantly improve your keyword ranking, as opposed to keyword stuffing your titles.

The title is where you put your most relevant keywords. This generally includes the brand name, product name, size, flavor, and words describing the product use.

Titles should be brief but descriptive, and avoid keyword stuffing.

Your title and images are all that is visible “above the fold” for most smartphone users.

This makes having a highly relevant title that makes it clear what the product is and that helps customers identify that your product is a relevant search result for their query.


You want to include brief but benefit laden bullets for your products. I recommend around 100-250 characters per bullet.

This is where you can put a larger quantity of keywords. However, you again want to focus on making the bullets appeal to your target buyer.

The bullets should answer the most common questions a customer would look for if they were able to touch and feel the product. This includes size, flavor, uses, compatibility, material, and what problem does that product solve.

Backend Keywords

You can enter up to 250 bytes in the backend keywords. You do not need to repeat any words in the title, bullets, or other structured data.

The backend keywords can be a great place to put alternate uses that you may not want to be publicized on your main page or simply words that didn’t make sense within the other areas of data.

Structured Data (Other Data)

An Advanced SEO Guide to Top Rankings on Amazon

One common mistake I find when auditing a listing is all data that ends up being customer-facing (title, bullets, description) end up being completed by whoever created the listing.

Amazon provides a lot of category-specific opportunities to select genre, fabric type, age ranges, etc.

This allows you to identify that your Star Wars Apron is Cotton, Unisex, etc. even if those particular keywords don’t fit well in the bullets or title of your listing.

You want to complete as many of these fields as are relevant to your product as they can provide additional words you are indexed for organically.

It used to be the only way to access these item-specific data points was through uploading your listings via flat file. However, recently Amazon has added these additional fields in the interface under “more details”.

An important side note, because the fields available in the “more details” section of the listing is dependent on the subcategory for the product and because of many other reasons.

Live relevancy for Amazon advertising, it is vitally important that your product is in the appropriate subcategory.

3. Ensuring Your Listing Is ‘Retail-Ready’ by Focusing on Elements That Ensure Conversion

Up to this point, I have been talking about techniques to get your listing to show up in relevant searches. However, none of that matters if your listings are missing elements that aid in the conversion of those products.

If you are unsure if your product is not selling because it isn’t getting enough traffic or it isn’t converting the traffic that it is getting, you can look at the Detailed Sales and Traffic Report to see your:

  • Pageviews.
  • Sessions.
  • Order session percentage.
  • Buy box percentage.

Here are some of the primary areas I focus on for conversion:

Multiple High-Quality Images

You want to use as many images as you have available to you.

In addition to including an image your product, use infographic images that mirror:

  • The benefits you highlighted in the bullets.
  • Any product transformations (i.e., showing an expandable duffel bag both expanded and folded down).
  • Images showing scale and size.
  • Lifestyle photos of your product in use.

Fulfillment Method/Prime Eligibility

Underestimating the power of having your product be eligible for a Prime offer can be another common mistake.

I have seen increases of over 400% in sales velocity when we move products from Merchant Fulfilled to a Prime eligible offer.

There are currently three ways you can make your products Prime-eligible:

  • Selling your product through Amazon Vendor Central.
  • Utilizing Amazon’s fulfillment by Amazon through Seller Central.
  • Utilizing Seller-fulfilled Prime through Seller Central.

Every once and a while, we have a client that for one reason or another doesn’t feel comfortable using Amazon FBA or SFP.

You might want to look at utilizing a 3P seller in this situation or be aware that your product velocity may not have the same growth curve as products that are made available with a Prime offer.


There are two different ways you need to be watching your pricing on Amazon.

The first is pricing on the same Product Detail Page. This would be making sure you are Buy Box eligible against other sellers on the same listing.

Most customers simply click the “Add to Cart” button when they are ready to purchase, because of this most of the purchases on a product detail page will happen with the merchant that currently has the Buy Box.

You can see your Buy Box percentage for a product detail page on the Detail Sales and Traffic Report mentioned earlier in this article.

You also need to be watching your price against similar products.

One of the ways we start to identify if a competing product is taking market share because of a better offer is to look at that same Detailed Sales and Traffic Report.

If your pageviews and sessions are close to the same number, that tells us that when people leave your listing they are not coming back and we need to look at the price or listing quality to increase conversion.

Enhanced Brand Content & Video

If you have a live trademark, you can participate in the Brand Registry program.

This gives you the ability to add videos and Enhanced Brand Content (A+ Content is used to describe an almost identical feature on Vendor Central).

Enhanced Brand Content can increase conversions of about 7-11%. Video can have an even more dramatic lift on appropriate products.

Adding videos to your listing is another of the many benefits to being part of the Brand Registry program. You can easily add video to your listing.

Video is also available on to Vendor Central clients as well.


If you have been selling on Amazon for a long time, you have been probably waiting for me to talk about reviews. Reviews used to be the way people would bolster their search rankings.

As with all things SEO, marketers exploit the loophole, and it gets closed.

Most of the review focused methods of bolstering your search ranking are not as effective as they used to be.

Amazon has reduced its value for search and has been actively banning sellers who have not come into alignment with the community standards for reviews.

However, reviews are still very important.

Jeff Cohen, CMO for SellerLabs, the company behind software Feedback Genius that helps sellers garner more reviews from their organic buyers, says,

“Reviews are the final pieces that tie the flywheel together. The let the search engine know that a search term was entered, a product detail page was viewed, a purchase was made, and the customer liked/disliked the product. Customer feedback and is a critical component to the voice of the customer and ensure that Amazon is showing products that people want to purchase when looking for a particular term.”

4. Jumpstarting Sales & Conversions for Your Listing

On Amazon, sales beget sales.

So once your listing is optimized, part of organic rank relies on you getting some initial sales to signal to Amazon that your listing will be a good fit for the keywords you are targeting.

Here are a few ways you can use to help jumpstart those initial sales:

Concentrating Traffic

One of the first things I do when taking on a new client is to look for duplicate listings and any appropriate listings to move into a parent-child variation (sometimes called a “twister”).

Making these adjustments allows us to focus the traffic on a smaller number of listings, which naturally decreases the rank of the product.

One note of caution, make sure you are only merging exact duplicates and only moving listings into parent-child relationships if they approved variation types for that category.

Amazon has been suspending vendors and sellers who have been using the parent-child relationships of products to manipulate sales rank.

Clippable Coupons & Promotions

Since Amazon has made purchasing products about as low friction as possible, there are only so many things you can do to lower the friction to encourage buyers. One of those is to offer a discount.

I recommend that you use a coupon or a promotion code instead of simply lowering your price if you are offering a significant discount, as it can cause you to end up with a Suppressed Buy Box which can hurt sales long term.

Black Hat Tactics

There is always a lot of chatter about what is working on Amazon.

However, I have an important recommendation for those looking to have a long-term relationship selling on Amazon.

That is to make sure you are staying with approved white hat tactics for optimization.

Part of Amazon’s culture is being customer-obsessed.

If you are manipulating the system or causing a negative customer experience, Amazon could suspend or ban you from the site completely.

There are black hat tactics that still work on Amazon. However, as the search on Amazon gets more sophisticated, those tactics predictably lose their efficacy.

Chris McCabe of a company that focuses on reinstatement for suspended sellers says this about black hat tactics.

“Sellers must be aware of the increasing signs that Amazon’s feeling the pressure to investigate the groups behinds fake reviews and sales rank manipulation. Once they devote more resources to this issue, many fewer sellers and services will be able to rely upon past bad practices. Beyond that, when Amazon eventually sues a service (as they have before) part of that process may involve the black hat’s disclosure of a client list. That means you could be named, or outed, or included in whatever actions that come next.“


Like Google, Amazon SEO is not a “set it and forget it”. Amazon is constantly changing their guidelines and the search algorithm that powers the site itself.

Continue to test new copy, images, and optimization techniques to find what works best for your products.

However, the items outlined in this article will give you a good start for how to begin to capture more sales on Amazon.


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Smartphone users spend $120 billion on mobile apps in 2019




Smartphone users spent $120 billion on mobile apps, as 204 billion apps were downloaded in 2019, setting a record higher than that of 2018, the annual State of Mobile report has shown.

The annual report, “State of Mobile” by App Annie disclosed that the number of mobile apps downloaded climbed 6% to hit 204 billion when compared to 2018, while it increased by 45% in comparison to 2016 downloads. Note that the report didn’t factor in re-installation of apps and app updates.

The growth of mobile apps download was significantly aided by emerging countries where tech innovations are changing consumer behaviour, resulting in a high purchasing power that led to smartphone users spending $120 billion on apps.

the best mobile banking apps
Mobile user

Emerging markets that aided growth: According to the report, the emerging countries that boosted the growth of apps downloaded globally are India, Brazil and Indonesia. These countries growth of 190%, 40% and 70%, respectively. However, China remains king in the download rate, as the Asian country recorded 80% growth.

Surprisingly, the growth of mobile apps download slowed by 5% in the United States while  some emerging markets were pulling double % growth. Although App Annie said the slow growth doesn’t mean users are not downloading as the US recorded more than 12.3 billion downloads in 2019, Japan recorded 2.5 billion apps download, while South Korea recorded 2 billion downloads; these countries are considered matured markets.

Apps spend by users: $120 billion was spent on games and subscription apps, but games accounted for 72 per cent of the consumer spend, while subscription (non-gaming apps) accounted for 28 per cent, compared to 2016 when it accounted for 18 per cent.

Dating apps like Tinder and video-on-demand (VOD) like Netflix and Tencent Video topped 2019’s consumer-spend charts due to its subscription revenue.

With $120 billion spent on the apps, matured markets like the US, United Kingdom, Japan, and South Korea fueled the growth in apps purchase, but China again, top the consumer spend, accounting for 40% of the $120 billion. Note that an average of 3.7 hours is spent on apps by users.


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Is it worth buying the Galaxy Note 10 in 2020?




Samsung’s Galaxy Note 10 and Note 10+ were two of the most powerful phones to be released last year, offering top-of-the-line performance, an incredible AMOLED display, the wildly popular S Pen, and much, much more.

It’s now 2020, however, and all eyes are on what Samsung’s going to do with the upcoming Galaxy S20 lineup. And, after that, it’ll be time to look forward to the Note 11/Note 20.

Even so, someone in our AC forums recently mentioned that they just picked up the Note 10+ and have really been enjoying it.


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What Is Android Mobile? Everything You Need To Know




What is Android mobile? Basically, it is the operating system that runs on your smartphones and tablets. This article is going to go more in-depth about what Android mobile really is.

There are really only two mobile operating systems out there: Android and iOS. There are still some companies that are using proprietary software for some phones (mainly flip phones), but for the most part, there are only two options.

Android is of course, Google’s option.

What devices run Android mobile?

For the most part, smartphones and tablets run Android mobile. Most smartphone makers are using Android – with the exception of Apple – for their smartphones. So as long as you don’t have an iPad or iPhone, you most likely have Android mobile on your device.

Samsung uses Android for the majority of their smartphones and tablets. Though there are a few tablets that run Microsoft’s Windows, as well as a few smartphones that run Samsung’s own proprietary Tizen operating system.

What are the benefits of Android mobile?

One of the main benefits to using Android mobile is the flexibility of the operating system. Android mobile allows for almost endless customization. And that also means that smartphone makers can customize the operating system to their liking. Don’t like your home screen? You can download a launcher to change it. Don’t like Google keyboard (and its terrible name, “Gboard”)? You can download a new keyboard to use, like Swiftkey. These are just some of the customization features that Google offers.

Since Android runs on over 75-percent of smartphones in the world, it means that if your next smartphone is not from the same company as your current smartphone (i.e. you have a LG G6 now, and you upgrade to a Samsung Galaxy Note 10), it won’t be a huge difference in the experience, since it is running the same software at its core. Which would be Android.

For users, there are millions of apps available to download from the Google Play Store. No matter what you’re looking for, there is most likely an app for that. In fact, there are probably several apps for that. The Google Play Store (starting with Android 10) will also push out platform updates for your device. Making it easier to update your smartphone or tablet and keep it up to date.

There are many features that Android has that just makes using your smartphone much easier. Like Quick Settings. Instead of it being a swipe up gesture like on iOS, it’s in the notification pull-down. Making it easier to check notifications and turn off WiFi or adjust the brightness. These are also customizable. So if you don’t need the location toggle, you can get rid of it.Advertisement

Android also has dark mode. This has been available in Android 9 Pie for a little while, but Google made it system-wide in Android 10 (released in 2019). If you toggle on dark mode or “night mode” you’ll get a darker interface, which is not only better on the eyes but better on your smartphone’s battery. Many apps are now updating for dark mode too.

If you’ve ever missed a moment because it took to long to open your camera, well Android has solved that. Double-tapping your power button will automatically open the camera. So that you won’t miss that moment. Really important for those with kids.

These are just some of the very many features that Android has. Google is constantly making new features and improving the features it already has, to make life easier.Advertisement

What are Android “skins”?

Android “skins” or more commonly known as “overlays”, are an overlay that a manufacturer can put on top of Android on their device. Think of Android mobile as the cake and the overlay is the frosting.

For instance, Samsung has One UI. It has undergone a few name changes over the years, and now it’s simply One UI. With this overlay, Samsung decided to push a lot of the buttons and controls towards the bottom of the phone. This was to meet the demand of displays getting larger and larger. Which in-turn makes it tougher and tougher to actually use them one-handed. Samsung also has a number of its own features backed into One UI, which you won’t find in Android. That includes things like Air Gestures for the S Pen, a recycle bin in the gallery, to name a few.

Samsung One UI
Samsung One UI

Though, many prefer OnePlus’ Oxygen OS. This is a mostly stock Android overlay, that has a few features added in. OnePlus has decided to just add to Android, instead of trying to make it look hugely different. With Oxygen OS, you do get even more customization features, like theming that is available system-wide. There’s also an “App Locker” which will lock away apps with sensitive data in them, so when you hand your phone to people, they don’t see that data. It’s also a very fast overlay, compared to Google’s Android. This is due to OnePlus removing a lot of the animations that Google has included.Advertisement

There are other skins out there too. Huawei’s Emotion UI or EMUI is also a pretty heavy skin like Samsung’s One UI. LG has its own overlay called LG UX now. It’s also fairly heavy, and not that great. Motorola, ASUS and ZTE have all adopted a more stock-like skin for their smartphones, similar to Oxygen OS, but even lighter.

How do I know if I have the latest version of Android mobile?

To check and see what version of Android mobile you’re running, head into the Settings of your smartphone. Scroll down to “About Phone” and then scroll down to the section that shows the software status. Depending on the phone you’re using, you may have to tap on “Software Info” or something similar to get this information.

As of right now, the latest version of Android is Android 10. It was released on September 3, 2019. Chances are, your device is not running that version of Android though. Seeing as manufacturers are typically pretty slow (compared to iOS) in pushing updates to new versions of Android.Advertisement

Google usually releases a new version of Android each year. With the first beta coming out around February/March. Google will release a new beta almost every month (usually released in the first week of each month) until the final version is released around August/September. It has typically been released around mid-August, but Android 10 was a bit later. Releasing on September 3, 2019.

What are the most popular Android devices?

Samsung Galaxy Note 10 Plus

The most popular Android smartphone right now is the Samsung Galaxy Note 10 Plus. It is also one of the more expensive smartphones. Coming in at a price of $1099.

Samsung is well-known for putting cutting-edge tech into its flagship smartphones, and that is the case with the Galaxy Note 10 Plus. It’s one of the most powerful smartphones on the market right now, with a huge and beautiful display to match it.

You can find out more about the Galaxy Note 10 Plus by reading our review.

Samsung Galaxy S10

The Samsung Galaxy S10 was the most popular smartphone until it released the Galaxy Note 10 Plus in August. It’s still pretty popular though, and it’s cheaper than the Galaxy Note 10 Plus.

Samsung Galaxy S10 black official image 2
Samsung Galaxy S10

It doesn’t have as many features as the Galaxy Note 10 Plus, largely because it does not feature the S Pen. But still a very impressive smartphone. You can find the Galaxy S10 for around $899 on Amazon.

You can read more about the Samsung Galaxy S10 in our review.

Google Pixel 3a

Now, the Google Pixel 3a is actually pretty popular for a reason that does not apply to the Galaxy Note 10 Plus or Galaxy S10. It’s price tag. The Pixel 3a is actually a very affordable smartphone, coming in at under $479 (depending on the size you choose). But still offering the same performance and features of a flagship like the Pixel 3.

It has been very popular because you’re getting an amazing camera for about half the price of a flagship smartphone. You can find the Pixel 3a on Amazon for $399 (or $479 for the Pixel 3a XL).

You can read more about the Google Pixel 3a in our review.

AOSP (Android Open Source Project) vs Google’s Android mobile

There are actually two versions of Android mobile. There’s Android Open Source Project or AOSP, and then there’s Google’s Android.

Google’s Android includes GMS or Google Mobile Services. That’s what brings all of Google’s services into Android. Like the Play Store, Gmail, Chrome, etc. Manufacturers can use either version of Android, but Google’s version is the better bet.

The big reason for Google’s Android being better is because manufacturers get earlier access to the code, as well as help from Google in getting Android working on their smartphones and tablets. It also gets all of Google’s services, which are ubiquitous around the world. And if you’re looking to sell a smartphone, you’re going to need Google’s services, or its dead in the water. With the exception of selling it in China.

AOSP exists still, because Google wanted to make an open source mobile platform that anyone can use. And that is still true in 2019. Even though Google’s Android is the better version to use, as it has all the bells and whistles, anyone can use AOSP and not even need to use Google Mobile Services on their devices. Amazon is one of those that does use AOSP without Google’s apps and services.

Is Android the best fit for me?

To be honest, you likely already have a smartphone running Android. About 75-percent of smartphones around the world are running Android right now, meaning that you are very likely to be using one to read this article.

Is is the best fit for you? Well that really depends on what you’re looking for. If you’re looking for the best software Google has to offer, then Android is going to be the best for you. Even though all of Google’s apps are also available on iOS, they don’t integrated into the phone as well as they do on Android.

iOS is really the only other choice when it comes to smartphone operating systems right now, even though there are others trying to take a slice of the market share.


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