January 24, 2023

Selling on Amazon: SEO that’ll work in 2022

Search visibility on Amazon is very important to any amazon business because it helps your product to be visible when people are searching. Learn all you need to know about Amazon SEO.
Selling on Amazon: SEO that’ll work in 2022
Shawn Khorrami
Selling on Amazon: SEO that’ll work in 2022

Millions of online shoppers think of Amazon as the one-stop-shop to get whatever they want and have it delivered as quickly as possible to their doorstep. This isn’t far from the truth, as Amazon has evolved into the default platform for online shopping and ecommerce globally. 

As a result, getting to the top page of Amazon search results is a top priority for any online retailer selling on Amazon

By ranking your product with Amazon SEO, you can benefit from Amazon’s brand recognition, increase company sales and grow revenue with Amazon

As an Amazon seller, it is important to understand the ins and outs of Amazon SEO. Without a working SEO, you won’t be able to attract the right customers and increase sales on Amazon. 

That is why we have created an SEO guide that would work for you in 2022. 

Here are the sub-topics we will cover in this article: 

  • What is Amazon SEO
  • Amazon A10 Algorithm: What is it?  
  • Amazon ranking factors
  • 5 best practices for Amazon SEO in 2022

What is Amazon SEO? 

What is Amazon SEO? 

When we refer to Amazon SEO, many people associate the term with ranking websites on Google. Interestingly, Amazon SEO works similar to that of Google. 

Amazon SEO involves the practice of optimizing product listings on Amazon to rank on customer search results and reach a wider audience. Amazon ranks products based on a system called A10 Amazon Algorithm. 

Amazon is also considered a search engine, with 62% of US shoppers starting their product search on Amazon. 

Want to know how to increase conversion rate on Amazon? A working Amazon SEO helps increase your listing’s visibility, drives traffic to your listing, and increases conversion rates. 

Amazon A10 Algorithm: What is it? 

The A10 Algorithm functions as a search ranking system that indexes and ranks product listings on search results based on certain factors. The A10 Algorithm replaced the A9 Algorithm, which was the previous version. 

The A10 algorithm has shifted its search criteria to focus more on consumer behaviors. If your product has increased traffic and sales velocity, it will likely rank higher than your contemporaries on search results. 

Here are a few differences between the Amazon A10 and A9: 

  • Amazon A10 pays attention to the ages of Amazon Seller Central accounts, giving older accounts better rankings
  • The Amazon A10 factors in the rate of product return more heavily than the A9 
  • The Amazon A9 placed more emphasis on profitable listings. However, the A10 pays more attention to customer keyword searches 
  • The Amazon A10 focuses more on Seller feedback 
  • The Amazon A10 focuses more on sales velocity 

Amazon ranking factors 

So how does Amazon A10 rank product listings? When A10 moves through Amazon’s wide list of product catalogs, it pulls results looking at keywords inputted by customers in the search bar. Next, A10 analyzes these keywords and attempts to matchmake and generate results based on two major factors: 

  • Relevance-based factors 
  • Performance-based factors 

These factors have variables that are analyzed for ranking. This is why optimizing your listings for both relevance and performance is important to rank higher in search results. Let’s look at these factors in detail 

Relevance-based factors 

Relevance is primarily based on keywords. Amazon combs through keywords to understand your product listing and delivers relevant products that include the keywords used by the user in the search bar. As an Amazon seller, keyword research and optimization are an inevitable part of your Amazon SEO.


You need to carry out keyword research to identify all the keywords you need to include in your product listing. You can add these keywords to the following parts of your product listing: 

  • Product Title: This is the first thing your customers see when they make a search. According to Amazon guidelines, your product title should only contain 60 characters and should highlight the main features of your product. Your product title should be short and catchy enough to grab the attention of your customer and equally be long enough to state what your product is offering. It should include features like the color, size, and other important specifications of your product. 
  • Bullet points: The Bullet point section highlights the features and benefits of your product to persuade customers to make a buying decision. Your bullet point will be the first place customers check to get more information about your product. You can utilize this section by infusing multiple long-tail keywords in this section. 
  • Product description: You can use this section to tell your brand story or give customers an overview of the benefits of using your product. Ensure your copy is well-crafted and compelling enough to influence a buying decision. 
  • Backend keywords: You can infuse keywords that couldn’t make it to your listing at the backend section of your Amazon Seller Central account. You can include misspelled keywords or keywords that just couldn’t fit into your listing. 

Performance-based factors 

Performance-based factors determine how high products get ranked on search results. Amazon analyzes your listing performance based on these main metrics: CTR (Click Through Rate), CR (Conversion Rate), and Actual sales. 

These metrics are a function of different variables like product price, product images, customer reviews, fulfillment methods (Amazon FBA or FBM), and more. Let’s look at some of these variables: 

  • Product Pricing: Competitive pricing improves conversion rates and ultimately sales. With this increase in Amazon sales, the algorithm ranks your listing higher. It is important to analyze competitor pricing and ensure they are not too high or too low. You can also automate your pricing using repricing tools like BQool
  • Product images: Product images give customers an idea of what your product looks like. It is also very important for driving traffic and increasing conversion. Use high-quality images that attract customers and influence a purchasing decision. You can take advantage of tools like A+ content available on the Amazon Brand Registry Program to give your listings an edge over others. 
  • Customer reviews and ratings: Customer reviews and ratings influence search rankings significantly. They also consolidate customer trust and dismiss objections. It is important to aim for positive reviews and ratings. While you can’t directly make customers drop a positive review, you can focus on creating a memorable customer shopping experience from the quality of the product to customer service. You can use emails and social media channels to request reviews from customers who may have purchased a product from you. 

5 best practices for Amazon SEO 2022

best practices for Amazon SEO

To rank higher on Amazon, here are a few Amazon SEO best practices to keep in mind in 2022: 

  1. Keyword research: target long-tail keywords 
  2. Optimize your product listing information 
  3. Earn conversions using high-quality images 
  4. Keep your prices competitive
  5. Build trust using customer reviews 

Keyword research: target long-tail keywords 

The Amazon marketplace has become increasingly competitive and with new sellers dropping in thousands every year, the marketplace has become crowded. You are most likely going to have millions of sellers targeting the same set of keywords. 

To take it a step further, look out for long-tail keywords. These are sets of three or four words that have low competition and are likely to convert faster. Also, customers mostly search for products using these long-tail keywords. 

So how can you find them? You can make use of paid keyword research tools or use Amazon’s Autocomplete feature. Simply type in the root word on the search bar and you will see a list of long-tail keywords that customers are searching for. 

Ensure you carry out this research continuously, to get as many relevant keywords that can bring you sales. 

Optimize your product listing information

Once you carry out keyword research, include all these keywords in every part of your product listing. From the product title, bullet points, product description, and backend keywords. Include top keywords, long-tail keywords, and keywords with low competition. Ensure you are not missing out on keywords that could drive more traffic and increase conversion. Remember to use synonyms of a particular keyword. For example, if you sell phone chargers, include keywords like ‘Phone cable’, ‘USB cable’, and other variants customers could be searching for. 

Earn conversions using high-quality images 

Product images are fundamental to attracting customers and influencing a buying decision. They are the only visual representation customers get of your product. Use high-quality images following Amazon image guidelines and take image shots from different angles. Infuse some lifestyle images to give customers an idea of what using your product looks like. With high-quality images, you can drive traffic to your listing and earn more conversions. 

Keep your prices competitive 

Maintaining competitive prices is key to ranking on Amazon in the long run. Setting prices that are higher than the market price could reduce click-through and conversion rates which affect your ranking. Customers will only pay more for products adding some additional value to them. Check the prices of your competitors and ensure you set your prices accordingly. You can also use repricing tools that automatically keep your prices competitive. 

Build trust using customer reviews 

Customer reviews and ratings play a crucial role in determining your performance on Amazon. Not only does it significantly affect rankings, but customers also rely on them to make a final buying decision. A customer will want to know if there’s a good chance the product will work for them. 

Encourage your customers to drop an honest review after they make a purchase. You can use the “Request a Review” button or add product inserts to the packaging encouraging customers to drop a review. 


Amazon SEO consists of many elements that each require fine-tuning and consistency. To stand out, drive traffic and make sales, you need to apply SEO best practices, tweak them and adjust consistently. Also, you need to be patient as you may not see the results of your efforts immediately. However, if done correctly, you can wind your way up to page one of search results and expand your business. 

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