Top Strategies to Improve Amazon Keyword Ranking and Drive Sales

Amazon’s dominance in the e-commerce industry can’t be overstated. It accounts for almost 40% of the e-commerce market sales in the US, with an average daily worldwide sales revenue of over $1.5 billion. 

Thus, it’s a no-brainer that selling on Amazon allows you to tap into this gigantic revenue pool. But with millions of sellers and zillions of listed products, getting your product to rank and become visible is the toughest challenge. A buyer can’t buy an invisible thing, right?

But the good news is that Amazon’s search engine doesn’t discriminate between big and small businesses. In fact, the majority of Amazon sales come from small and medium-sized businesses. Your product can rank higher and be more visible too; you just need to do the right things. 

This blog gives you the most effective strategies to improve the Amazon keyword ranking for your listings and increase sales volume. It also discusses some additional best practices for better product visibility and ranking.

What is Amazon Keyword Ranking Optimization?

Amazon keyword ranking optimization refers to optimizing your product listings to rank higher in Amazon search results using the right keywords. It involves meticulous research and competitor analysis, along with the appropriate placement of different kinds of keywords. 

Apart from keyword optimization, some other important factors also play a key role in your product ranking. These factors include your Amazon account health, sales and conversions, shipping performance, customer feedback, and paid tools like Amazon PPC and A+ content.

Before discussing strategies for Amazon keyword ranking optimization, let’s review a few essentials, including Amazon’s search algorithm, how customers interact with products on Amazon, and factors that influence Amazon search rankings.

How Amazon’s Search and Ranking System Works 

Amazon’s search and ranking system is powered by its renowned A9 algorithm. 

A9 is trained on massive data gathered from users’ queries, clicks, purchases, browsing patterns, and other interactions. Based on machine learning and natural language processing (NLP), A9 uses this data to identify search intent and provide the most relevant search results and recommendations.

Although Amazon regularly upgrades its algorithm, some principle features remain constant. We know that Amazon doesn’t really disclose the ‘behind the scenes’ of its search system, but experts have revealed some of its key aspects, which include:  

• Semantic search: A9 doesn’t just match exact keywords; it can interpret the relationship between words. This ability allows it to ‘read between the lines’ and discern the context of the query. For instance, if you search ‘puma running,’ A9 knows you are looking for the footwear brand, not the animal.
• Page indexing: Every product page on Amazon is indexed by A9’s crawlers, which gather information such as titles, bullet points, descriptions, and reviews. This information helps Amazon provide the most relevant results for search queries.
• Clickstream analysis: A9 analyzes user behavior on Amazon by recognizing user interaction patterns. This enables it to detect which results customers find helpful for a particular query and which they don’t. This data is then used to refine the search results.
• Query refinement: A9 can adapt to searches in real-time. As users rewrite or refine their search queries, A9 learns from these adjustments and refines the search results. 
• Personalization: Based on a user’s shopping history, interaction pattern, and search history, A9 provides customized results that better match the user’s personal preferences.

Key Factors Influencing Amazon Search Rankings

Relevant keywords are easily one of the most important factors influencing Amazon search rankings. Effectively using keywords that match customer search intent and product category is the necessary beginning point to rank your Amazon listing.

The keywords should be carefully scattered throughout the product detail page, including the titles, bullets, descriptions, and image alt texts. This not only helps improve your Amazon keyword ranking but also aids the search system in retrieving your 

product for search results by matching user intent with your keywords.

Besides keywords, Amazon also considers several other ranking signals that factor into its search result rankings, which include:

• Sales and Conversions
• Click-through rate (CTR)
• Competitive Pricing 
• Availability and Shipping Performance
• Reviews and Ratings
• Source Authority
• Location

Remember, Amazon is a marketplace that aims to sell as many products as possible, so it naturally ranks high-performing products higher. 

How Users Interact with Products on Amazon

Buyers primarily type their queries in the search box to find desired products; however, there are many other interactable features on the Amazon result page. For instance, users can see the Best Sellers, New Releases, Movers & Shakers, and Most Wished for tabs at the top of the page.

Also, there is a sidebar menu in the top left corner that shows the primary and secondary product categories. Buyers can also use a filter in the top right corner to sort the products based on price, reviews, and best sellers. 

So, all these features should be considered when optimizing your listings for Amazon keyword ranking.

Essential Strategies for Improving Amazon Keyword Ranking

The following are the essential strategies to enhance your Amazon keyword ranking; we will also review some additional best practices for ranking higher on Amazon. 

1. Strong Keyword Research 

You can’t just rely on gut feeling or casual browsing when picking your primary and secondary keywords. Attention to detail and due diligence are vital for Amazon keyword analysis and research. 

You need to know which words and phrases customers use when looking for a product; then you need to place those keywords accordingly on your product detail page to achieve maximum results.

Here are a few strategies to consider for keyword research:

• Use the Amazon search box: Enter various keywords in the search box and see the autocomplete options in the drop-down menu. Use these suggestions to create an initial list of keyword ideas.
• Analyze Competitor Keyword: This is an important part of keyword research. Reviewing Amazon competitor keywords and phrases gives you a real-world picture of the Amazon keyword ranking landscape. 
• Use SEO Tools: Manual research can only take you so far, so you need Amazon SEO tools for advanced research. SEO tools provide you with the search volume, traffic potential, keyword difficulty, Cost-per-click estimates, and related keywords.  
• Balance Short and Long-Tail Keywords:  Users use both general words and specific phrases for product search. The keywords that are intended to cover a broad category of products are called short-tail keywords. Search terms like ‘men’s shoes’ or ‘seat covers’ are short-tailed keywords.

On the other hand, long-tail keywords are longer and more specific. The search intent behind these keywords is narrowed down, so they have a smaller search volume. Search terms like ‘water resistant synthetic seat covers’ are long tail keywords.

Always use a mix of short- and long-tail keywords on your detail page. Short-tail keywords have a high search volume but are difficult to rank for. While long-tail keywords have a lower search volume, they might get more conversions.

1. Write Clear and Concise Titles

A clear product title that complies with Amazon guidelines is essential for Amazon keyword ranking. Think from your customer’s perspective and ensure your Amazon product title provides relevant information like product type, brand, size, color, etc. 

The product title is the best place to use your primary keywords. But remember to keep the title concise by keeping it between 60-80 characters. You’ll get to add more keywords in the other sections of the product detail page, so don’t worry.

1. Add Key Features and Benefits in the Bullet Points  

The bullet point section provides a great opportunity to highlight your product’s key features and benefits. When crafting the bullet points, use the keywords wisely for every feature and benefit by keeping customer search intent in view. 

You can also include the related terms in your bullet points, but avoid keyword stuffing and keep user experience in mind. Start each bullet point with a one- or two-word description and then provide a brief explanation of not more than 100 characters. Use fragments because complete sentences can get longer.  

1. Craft Compelling Product Descriptions 

The product description section allows you to expand on the key features and benefits; thus, it’s the perfect place to use secondary keywords. Also, you should provide the necessary details about the product to help your customers assess your product, including product material, size, quantity, dimensions, care instructions, etc.

Again, avoid keyword stuffing. If you use a keyword once in the product description, use a variation to include it again. This will allow you to incorporate as many valuable keywords as possible without affecting the user experience.

Also Read: Amazon Product Description Guide: 10+ Tips to Maximize Conversions

1. Optimize Product Images

Always ensure compliance with Amazon’s image requirements. If your images fail to meet the requirements or violate Amazon policies, they will not be uploaded. You can check out Amazon’s product image guidelines here.

Follow product photography best practices based on your product category. Here are some tips to improve your product images for ranking:

• Include keywords in the image alt text
• Showcase your product from various angles
• Use professional, high-quality photographs
• Ensure the product occupies 85% of the space
• Ensure the images are authentic 

1. Leverage Backend Keywords

Besides using keywords on your detail page, use backend search terms for your Amazon keyword ranking. Backend keywords are not visible on the product detail page or Amazon search results; they are only meant to be identified by the Amazon algorithm for product search results. 

You can use the backend keyword section to add those keywords that don’t naturally fit into your product detail page. When adding backend keywords, keep the following things in mind:

• Use lowercase letters only 
• Use spaces to separate keywords rather than punctuation marks 
• Skip articles and prepositions.
• Use synonyms, abbreviations, and alternative names for the product
• Avoid unnecessary words 

1. Constantly Monitor Performance

Keyword optimization is not a set-and-forget thing. You must monitor your Amazon keyword ranking once your product listings are live. It’s crucial to see which aspects of your keyword strategy work and which need revision. 

You manually search your product ranking in the search results by searching the relevant keywords; however, it is recommended to use keyword tracking tools to monitor your ranking performance. These tools allow you to see the fluctuations in your listing’s performance in terms of rank, page position, search query volume, clicks, and purchases. 

Additional Best Practices to Rank on Amazon

Take Advantage of A+ content

You can enhance your Amazon listings with A+ content if you’re a registered brand. This tool lets you use customized layouts and premium visuals to make your product listings stand out.

A+ Content can elevate your product description with more engaging visuals and storytelling, which can help build trust and increase sales.

Also Read: What Is Amazon Enhanced Brand Content & Why You Need It?

Use PPC to Boost Products 

Amazon PPC ads help increase visibility by displaying the sponsored product in important places on the search result page. This helps increase sales volume, which, in turn, boosts the ranking and visibility of the product listings.  

Also Read: Struggling with Amazon Ads? Hire a PPC Specialist

Offer Competitive Prices

Offering competitive prices is essential for driving sales and being eligible for Buy Box. Evaluate your listing prices based on your production, sourcing, storage, and shipping costs, and ensure you have an appropriate profit margin. 

Analyze your competitors and research similar products to get an estimate of the market price of your product. You can also use Amazon’s Automate Pricing tool to automate pricing across your inventory. 

Improve Customer Service and Account Health 

Positive customer feedback plays an important role in search result rankings. Keeping the Order Defect Rate (ODR) below 1% and 

Also Read: How to Reduce Amazon ODR: Effective Strategies for Sellers in 2024

Sum-up

Amazon is a great platform for doing business if you can leverage its search system for optimum product ranking. You can significantly improve your Amazon keyword ranking and product visibility by focusing on targeted keyword research, optimizing product titles and descriptions, and enhancing images and backend keywords. 

Additionally, A+ content, PPC ads, and great customer service can amplify reach and conversion potential further.