Listing 101: An Action Plan for Search Amazon Optimization


Optimizing your products can bring immense success and profit to your business. Once your listing is the best it can be, you are able to get features like the Buy Box. Winning the Amazon buy box can get you more visibility, and in turn, positive reviews, which will drive up your sales.

If you get it right, you are going to increase your Amazon listings, be able to drive customers to your Amazon Storefront, and grow your business.  Getting it wrong means conceding customers to other businesses, but don’t worry...we can help!  This article provides you with an action plan to craft every aspect of your product listing on Amazon.

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What is Search Amazon Optimization?

The Amazon search bar is the 21st-century version of retail browsing.  Instead of walking through aisles and scouring stores, customers are entering keywords for the type of product they are looking for, searching for a brand or even providing fragmented bits of information based on a product ad they saw on the fly (and can’t remember the name of).  

The first thing to know is that Search Amazon Optimization is not based on the same search algorithm as Google.  In fact, writing your listing in a typical search engine optimization (most often referred to as SEO) format may actually make your Amazon listing less effective.  Maximizing your Search Amazon Optimization requires using the right keywords, layout, descriptions, and even punctuation (or lack thereof).

Enlisting our innovative, proven Amazon listing optimization service will help you attract customers and maximize your sales.  Where you are new to selling on Amazon or are an established brand, here are several tips for making an impact with your Amazon product listing.

Three Areas to Focus on for Successful Search Amazon Optimization:

1. Leverage a diverse and strong set of keywords

Selecting the right keywords can make or break your product sales on Amazon. Using a diverse set of strong keywords in your listing’s title and description helps boost your visibility and demonstrates the legitimacy of your brand on the Amazon marketplace.  

Effective keywords include descriptors of your product’s brand, product line, model name/number, key features, product type, color, size, and quantity.




Tools to help find keywords that work

There are a number of tools you can use to help select keywords for your listing. If you know what to look for, websites like Sellics can give you search results. If you are selling a phone case, Sellics will generate a list of potential keywords for you to include in your Amazon listing.

Unlike Google, which rewards high-density search results, Amazon considers using the same keyword numerous times as spamming.  So it’s important to use strong, unique keywords instead of repeating the same ones throughout your ad.

Primary vs. Hidden Keywords

Most of what we have described is considered “primary keywords” which customers can see directly on your page.  It’s also really important to leverage “hidden keywords” that aren’t public-facing, but will help drive customers to your product.  Hidden keywords utilize sales terms that a customer might not search.

For example, a replacement part of your product might not be something that a customer will search on the frontend.  However, you will be able to attract more attention to your listing by including broader terms as hidden keywords.

Not sure how to work the backend of Amazon Seller Central? This is a good resource to help you through it! 

Don’t “Keyword Bomb” the Competition

Some sellers think it’s a good idea to include competitors’ names as keywords in their listing.  Amazon labels this as “keyword bombing” and penalizes retailers who do it. Focusing on your product’s value is more important and effective than trying to pull a fast one...and it works better in the long run too.

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2. Write an impactful listing that sells itself

Using effective keywords throughout your Amazon listing is only half the battle.  It is important to use words that accurately depict what you show in your images. What is your product’s value add?  What makes it different and better?

Make the most of your headline

The strength of your headline has more of an impact on Amazon’s search algorithm than any other part of your listing.  The challenge is developing a headline that incorporates as many keywords as possible so the bots in charge of Amazon’s search optimization AND human customers find it engaging, readable and accurate.

A common formula for developing an Amazon listing headline is:


Use Bullet Points

Utilize bullet points to articulate your product’s major features, unique characteristics, and benefits.  This is another good place to pack in as many keywords as possible without repeating any. Including your guarantees or warranties in your bullet points is a good way to encourage customers to buy and optimize your listing on Amazon’s search algorithm.

Descriptions matter - clear, concise, illustrative

It is important to write descriptions that are relatable to your customers.  Try to anticipate their needs and craft your description in a way that addresses those needs.  Use the description as an opportunity to tell your product’s story while weaving in keywords in a natural way.

Your listing description should be appropriately detailed.  Consumers want to know the technical specs of your product, what comes in the box, and other information like warranties, guarantees, and if you offer free shipping.

When promoting your product, avoid gimmick language and superlatives that come off as cheesy or overblown.  Shoppers can sniff out a “used car salesman approach” whether they are looking online or in person.

This should go without saying, but make sure that all of the information you provide is accurate.  Typos, incorrect, exaggerated and/or false information is an easy way to discredit your company in every marketplace - including Amazon.  Any short-term gain that might be perceived by cutting corners or misrepresenting your product will inevitably hurt you and your Search Amazon Optimization.

"If you get it right, you are going to increase your Amazon listings, be able  to drive customers to your Amazon Storefront, and grow your business."  -Click to Tweet-


3. A Photo is Worth 1,000 Words - So 9 photos on Amazon...that’s a lot of words!


Images augment your written descriptions and are absolutely crucial in a successful online sales strategy.  Amazon allows you to use up to 9 photos to showcase your product’s different components, features, and packaging from various angles.  

To optimize your images, shoot them on an all-white background with the product taking up about 80% of the space or use an action shot that shows your product being used.  It’s also helpful to use an image that shows the scale and size of your product. Use high quality .jpeg, .tiff or .gif formats that are at least 1,000px wide and 500px tall.  

Not a photographer? Check out some helpful tips on how to seem like it’s your day job.

The bottom line is Search Amazon Optimization matters!

The action plan we’ve shared is something any Amazon retailer can do.  There are a lot of tools available to you as you craft your message, snap your photos, define your keywords, and launch your listing!  You can win the Amazon Buy Box with a solid strategy to optimize your Amazon listing and put your product in front of as many customers as possible!

Happy listing!

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