Amazon FBA – Chapter Twelve

Chapter 12

SEO & Optimization

What is SEO?

SEO stands for Search Engine Optimization which became notorious with Google’s inception. Amazon has its own search algorithm that utilizes search engine optimization.

Below we go through the various strategies to optimize your SEO, listing, and products so that you rank higher. But first we want to provide a foundation to compliment these tools and strategies.

Search engine optimization

Amazon’s ranking algorithm takes into account four factors to calculate how your product will show up in search results. The better your listing is and the more you sell, the higher your product will rank.
Your rank is determined by your BSR — Best Seller Rank — which reflects how your product will show up in search results. These four factors weigh into that score.

1. Sales Performance History
2. Text Match Relevancy
3. Price
4. Availability (Stock History)

There are also indirect factors that don’t directly influence your BSR. However, these factors are what influence your buyers to make a purchasing decision.

1. Fulfillment Method — is this fulfilled by Amazon or by Merchant? (Fulfilled by Amazon means Amazon ships your goods on behalf of you. Fulfilled by Merchant means you are responsible for shipping when a customer places an order.
2. Number of Reviews
3. How many Review Stars there are (Based on 1 - 5 with 5 being highly rated and 1 being low rating.)
4. Quality of Images (You should have a high-resolution image that clearly shows your product.)
5. Advertising (Are you running ads to promote your item?)
6. Promotions
7. Content

We’ll keep things simple and focus on direct factors that affect ranking and what you can control.

Product listing

Amazon’s algorithm is influenced by these four factors in this specific order.

1. Product Titles
2. Product Feature Bullet Points
3. Product Descriptions
4. Backend Search Terms


Your products will display different character lengths depending on which platform your customers view them.

General Web View: 80-250 Characters
Right rail ads: 30-33
Mobile view: 55-63

This is why it’s important to use keywords early in your product title.

Below are rules you’ll want to cross check.

Rules of Product Listing
• Capitalize the first letter of each word in your title.
• Spell out measure words such as ounce from oz, inch from in, and pound from lbs
• All numbers should be written in numerals
• Ampersands (&) should never be used, spell out “and”
• Size of product is not a priority to be listed in the title unless your product calls for it

Do not include in Product Listing
• Price and quantity
• Capitalizing all your letters
• Do not mention “sale” or “discount”
• Avoid commentary such as “best seller”
• Symbols such as “& $ ! ?”

Anker is one of the top selling brands in all of Amazon. We always reference back to them for best practices regarding content, listing quality, and pictures.

Product Listing

1. Title – Your product title is weighed heaviest in Amazon’s algorithm. Therefore we recommend formatting your top keywords and its features.

Basic structure of a product listing will be:

Brand Name | Product Type | Feature No. 1 | Feature No. 2 | Size/Color

2. Feature Bullet Points – Your product features hold the second most weight in its algorithm. Below is where your product feature sits.

Keep in mind that the descriptions provided here are indexed in Amazon’s search algorithm. However, it is important to provide descriptive sentences for your customers. To have other keywords, use keyword optimization tools and place them in the backend keywords.

Keyword optimization Tools

Below are tools that will help you research keywords to place both on your front and backend. Services are subject to change as we’ve come across free ones that begin to charge once they get popular. Your experience may vary.

Sonar-tool This is our favorite keyword research tool because it allows you to find keywords related to the product. This is a free tool by a company called Sellics. The software helps Amazon sellers easily track sales, optimize sales volume, monitor PPC campaigns, and much more. Check out its service offerings here.
Scientific SellerThis is a free tool to help you get started on your keyword research. It provides a list of what buyers are typing and is closely associated with the product search terms. This is another free tool to help you find keywords on a product. It produces similar results as other tools but we like using this so we can export the words and copy and paste them into our keyword section.
Keyword Inspector This is currently the most in-depth keyword research tool.
Sellics The all-in-one tool for everything you want become a top Amazon Seller.

Backend keyword optimization

Keyword optimization is essential to your listing. While they are the fourth most important, they determine how your audience will find your product through the Amazon search engine.

Companies out there will charge to optimize your listing, but you can do this yourself with the resources available to you.

These tools help you think of words associated with your product that you may not have considered. We’ve used Scientific Seller as an example below to generate some keywords.

Type in your keyword search and see what populates. Scientific Seller is great because it will generate words associated with “hammock”. We would not have thought to use hammocking in our keyword listing. These are all words you can put into the keyword section on your inventory.

You might put “hammock” in your product title and your descriptions, but you wouldn’t necessarily use “hammocking”. However, you can put it in your keyword search terms. This is why backend is extremely important.

Example of

This tool will also generate similar results as Scientific Seller. It is much easier to copy the keywords. The best part is you can filter out keywords you don’t want to show up by using its negative keyword space.

The search terms section is where your keywords are indexed for Amazon’s search algorithm. Commas are not necessary to separate words You also do not need to repeat words.

For example, you don’t need to put hammock twice for “camping hammock” and “outdoor hammock”. You would input the following “camping outdoor hammock”.


Use plural and singular search terms. “Hammock”, “hammocks”, etc.

Below is where you would input the keywords that you’ve found.


Think about ways your most common keywords could be misspelled. Hammock could be misspelled or mistyped during search. Hamock, hammic, hammick, hamick, hammok. Often times buyers misspell because they don’t know or they’re typing too fast. Use Keyword Inspector to save time and generate a list of commonly misspelled keywords instead of guessing.
Translate your most common keywords into different languages. For instance, if your product is commonly purchased in states such as Texas or California, inputting a Spanish translation for your top words could be helpful.

Tools Mentioned in This Chapter