4 Seller Strategies for

SEO SUPERIORITY
on the Amazon Marketplace
 4 Seller Strategies for SEO Superiority on the
Amazon Marketplace
Search Engine Optimization is an
important part of a digital marketing
strategy. SEO doesn’t just apply to
your own ecommerce site, it’s also
a vital factor in driving additional
traffic to your Amazon Marketplace
listings.
You’ll learn how to:
• Evaluate keywords to
better organize and optimize
your product listing titles.
• Maximize the value of your
descriptions by using useful,
relevant product information.
SEO on the Amazon Marketplace
In this report, you’ll learn some of
the key strategies to improving the
SEO of your listings while gaining a
better understanding of what works
and what doesn’t.
• Properly utilize search term
fields to dynamically increase
visibility in organic rankings.
• Build out the key product
features that mirror your most
important selling points.
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 Search Engine Optimization
One of the hardest concepts to grasp on
Amazon is the fact that SEO does actually
exist. We’ve discovered this through many
conversations with sellers when we’ve tried
to get listings we manage for our clients
higher up in the organic search results or were
not gaining any traction around a particular
product in Sponsored Products.
relevant case is opened in Seller Central for
Amazon to update the listing.
The most important four strategies that we’ll
discuss in the following pages are: product
titles, descriptions, key product features, and
search term fields.

You really have to pay attention to the

keywords and the way that you’re actually
presenting all the data within each of your
product listings.

It’s important to note that the following SEO

strategies work best for those who own the
brand registry or the ASIN on Amazon, or for
those with exclusive listing rights that are
winning the Buy Box a good percentage of
the time. These strategies can still be utilized
by everyone however, as long as a strong and

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 Product Listing Titles
It seems to be a recurring theme
over any feed driven advertising
platform that titles, even if you
look at the search ad side of
things on Google AdWords, are so
important in your ad. It’s one of
the first elements that a potential
customer sees, and it’s your chance
to describe your product in as much
detail as possible.
With any of these advertising
platforms or channels that you may
upload a product to, you’ve got to
consider the keywords that mean
the most to that particular product.
SEO on the Amazon Marketplace
Definitely be sure to evaluate
your keywords, figure out which
products are best suited or best
closely related to that keyword, and
then optimize as necessary.
Always use highly relevant words
at the front of your title, followed
by some of the more general
terms towards the end. As mobile
popularity increases, this particular
optimization becomes increasingly
important because mobile screens
are truncating titles and not showing
all characters.
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 Product Listing Titles
Also, consider Amazon’s guidelines for
titles. They recommend a certain way
that you should build out titles (i.e.,
manufacturer, MPN, and then another
attribute value).

You don’t have to follow their

guidelines to a “T”, but they are put
there for a reason. Like any feed driven
channel, if there’s a specification for
it and the attribute is recommended
or required, you should definitely
include it when you’re uploading
products.

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 Product Listing Titles
Finally, a quick comment on
branding. While other channels
have the opportunity to insert
your brand name to increase
traffic around branded searches,
this doesn’t play out as well or as
commonly on Amazon.
labeling. Unfortunately there’s little
opportunity to brand your own
business as a third party seller on
Amazon since their end goal is to
keep traffic on their site.

The only time you should consider

using your brand name is when
you are the manufacturing brand
or the brand is associated with
the products, such as with private

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 Descriptions
Descriptions are the next most
important value in your product
listing. The main reason is due to
character count. You have a lot of
opportunity to insert keywords
and expanded values.
Describe how the product works
with cases and benefits. Use this
section for anything that is a bit
wordier and would not necessarily
fit in the title, key product features,
or search terms.
For example, if you’re selling
a smartphone, this would be a
good opportunity to give specific
examples of how your product
separates itself from competitors
(ie, a long battery life under heavy
use conditions, a waterproof design
with a situational example, etc).
With descriptions,
always include all of
the most relevant
information possible.
Features such as
size, color, material,
and patterns are
incredibly important.

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 Descriptions
Descriptions also are a great place
to incorporate long tail keywords.
Long tail keywords are often
difficult to fit into any other field,
so use your descriptions to expand
your data there. These keywords
are excellent for honing in on very
specific search phrases that are keyword
keyword
used to differentiate your product
from others.

Customers use these highly

detailed searches to find a certain
product, and tend to be more likely 9
to purchase due to already knowing
what it is they want.

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 Key Product Features
Key product features, or bullet
points as they’re often referred to
on Amazon, are one of the most
visible elements on a product detail
page. These appear once you’ve
actually clicked into a search result
on Amazon and you’re on the detail
page where the buy box is.
These bullet points typically appear
higher up on the page, closer to the
actual product image and the title,
price, etc. It’s very, very important
that these values are built out and
maximized. This is crucial real
estate that appears above the fold,
so you want to take full advantage
of this space and utilize as much
pertinent info as possible.
This is your opportunity to allow the
text to sell the product for you, so
make it dynamic and make it count!
Always use all five
key product features.
Reiterate your main
selling points. Don’t
be scared to highlight
promotions or any
sort of special pricing
for bulk purchases.

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 Search Term Fields
The final value crucial to SEO is the search
terms field. Many sellers are not even using
these fields at all! This is your chance to
tell Amazon what keywords you want your
product to show for and increase your
visibility in organic rankings.
What we recommend is to use as many
relevant keywords as possible in this space.
Avoid using commas. They count towards
your character count, and they’re ignored by
Amazon anyway, so they don’t do you any
good.
It’s a great place to add words that don’t fit
anywhere else but are still relevant to your
SEO on the Amazon Marketplace
product and you still want to get search results
for. This can include common misspellings
of words in your products that might still
generate a large volume of searches. That
leads into the last point of testing “turn the
corner” type keywords.
If you’re selling a product and you think that
there’s a potential audience based on this
other set of keywords that you’ve discovered,
try them in the search terms first and see if
you gain any traction there. If you start to see
some additional impressions around those
particular terms, potentially expand them
further in one of your other fields, such as
your description or your key product features.
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 Conclusion
Combining all four of these
strategies can go a long way to
improving your organic ranking on
the Amazon Marketplace. While
most people are familiar with the
“how-to’s” of selling, many fail to
effectively maximize their SEO
potential and end up losing sales
and revenue.
all five key product features with
strong, dynamic content, and
stuffing your search term fields with
relevant keywords, you are well on
your way to success in the Amazon
Marketplace.

After reading this, you should have

a better understanding of what
you can do right now to improve
your SEO.

By focusing on a strong title with

powerful keywords, a fleshed out
and detailed description, utilizing
BU
Y

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 Additional Resources
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Review
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Meet with a Marketplace expert
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SEO on the Amazon Marketplace
The AdWords Advertiser’s Guide to
Amazon Sponsored Products
Amazon Sponsored Product
ads provide the quickest
path to marketplace success.
Even so, this opportunity
is underutilized by many
sellers. Download this report
to discover how to build out
your campaigns and how to exploit a feature
of paid product promotions to boost Buy Box
wins.
Download at:
roirevolution.com/asp
Contributors
Author
David Stone Mike Ewasyshyn
Senior Content Team Lead: Product
Marketing Manager Feeds & Marketplaces
Webinar: 4 Seller Secrets from
Amazon Veterans
Amazon co-hosts
this web clinic as we
present “secrets” new
marketplace sellers
can use to stack the
elements of the marketplace equation in their
favor. Discover how to quickly spot listing
issues and keep orders flowing. You’ll also
learn the data feed “gotchas” that will push
your products out of the game.
Watch the replay at:
roirevolution.com/webinar
Andrew Reagan Chris Crompton
Product Feeds & Senior Segment
Marketplaces Strategy Marketing Manager
Manager
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 Company Profile
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 4 Seller Strategies for SEO Superiority
on the Amazon Marketplace