Optimising Amazon Product pages

Similar to SEO for Web pages, amazon product pages can be optimised for favourable Amazon search results. The following provides food for thought to help you get the best out of our listings.

Amazon Keyword research

Amazon product search
You can get an initial idea of relevant Amazon search terms and phrases by going to the relevant Amazon Website and typing in a basic relevant keyword.

Before you can start optimising Amazon product page content, you should identify the most relevant keywords and phrases.

There are a number of keyword tools available, some offer an initial free trial:

*I use a monthly subscription to Merchant words.

NB: When creating an account, do not forget to select the correct country(ies) for your Amazon store(s).

Another good starting point for your research is to search for relevant keywords in the Amazon website category you are selling into. The suggested drop-down search results indicate popular search terms and can be used as ideas for further research.

If you have enough budget available, you may also want to invest in some competitor research data from a tool like JungleScout.

Selecting keywords & phrases

The goal is to select keywords & phrases that customers are using to search for, find, then purchase your products.

  • Build a list of keywords;
  • Take search volume into account.

Create a list of relevant Long-tail keywords and phrases (eg: “pet-resistant long grey modular sofa suite with chaise“,”stain-resistant Acme black velvet twin seat sofa 2+1“, ), Mid-funnel (eg: “grey modular sofa suite“, “black velvet twin seat sofa“) and Broad keywords (eg: “sofa“, “chesterfield“).

Just as with Google paid advertising, the broader keywords are usually more expensive than the less-used, but better converting, long-tail keywords. The goal is to find a balance of Broad and Long-tail.

Keyword conversion funnel
Customer can convert (make a purchase) at any stage in the keyword conversion funnel, but are usually far more likely to convert with Long-tail, product- and brand-specific keywords and phrases.

Can I use Google SEO keywords & phrases?

Customers use slightly different search terms in Amazon search, to those used in Google. Google’s algorithm is focused on selling advertising (research-based keywords), Amazon’s (A9 algorithm) is focused on selling products (purchase-based keywords). So, SEO for Amazon has a greater focus on shorter key terms, Amazon also has a greater tolerance for keyword repetition, which Google penalises.

Product page content

Product titles

Titles should be at least 60 characters long . Remember to:

  • Capitalise the first letter of every word;
  • Use numbers (e.g. 6 rather than six);
  • Don’t use phrases like “best seller” or “free shipping”;
  • Available variants.

Product titles should be constructed from individually popular keywords, which can be searched for. eg:

Acme Comfy Velvet 2 Seater Sofa 2 Tub Chair/Sofa Seating Double Couch Lounge Living Room Furniture (Fuchsia)

  • Brand: “Acme”
  • Product line: “Couch Sofa”
  • Material or key feature: “Velvet”
  • Product Type: “2 Seater”
  • Colour: “Fuschia”
  • Size: “2 Seater 2 Tub”
  • Packaging/Quantity: Not relevant in this case.

Another way to breakdown that Product title is:

  • Generic: “Couch Sofa”;
  • Category: “Lounge Living Room Furniture”;
  • Brand: “Acme”;
  • Product specifics: “2 Tub Chair/Sofa Seating Double Couch Fuschia”.

An example of a best practice Amazon product title.
This Product title includes brand name, Special features, Capitalised words, numbers instead of number names, variants available in the product listing.

Bullet points

Customers use bullet point to skim read product pages. A potential customer can take up to 15-20 seconds to make a purchase decision. So, the goal is to fully describe the product in very short sentences.
Lead with the strongest bullet point; the most important factual product information. For example:

  • Product dimensions:  “2 Seater Sofa: 140 x 90 x 85cm (WxDxH), height from floor to seat is 48cm. Sofa-In-A-Box.”
  • Key features: “A double couch in soft velvet fabric. Seat cushions filled with high resilience foam, providing comfortable support, quickly regaining their shape when you get up.

Other important considerations:

  • Avoid keyword stuffing;
  • Help the customer understand the product and it’s key features;
  • Don’t state the obvious;
  • Amazon only allows 5 bullet points.
  • A bullet point can contain up to 500 characters, but you should look to keep them short and punchy, as you want them to be read.
optimised bullet points
These bullet points are succinct and quickly provide an easy-to-read product overview of key selling points and important product features.

Product images

Amazon’s formal Seller Central Product image requirements can be seen here. The following list provides tips for improving your product images further.

  • All product angles;
  • A person using the product;
  • Different colour/size product options (if the product is a multi-variant);
  • Use a consistent style, at least at the brand level;
  • Use a professional product photographer;
  • Ensure you use an image of the exact product;
  • Do not add text to the Main image;
  • The main hero image must be visible on a mobile device;
  • If the product has a box, make sure you show it;
  • Who any key features;
  • Include any lifestyle imagery you have;
  • Ensure clear, good quality images;

The main Amazon product image must be clear and without a background.
This image will be rejected as a main image, but should be accepted as a lifestyle image.

Why use an Amazon product listing SEO service?

The Amazon A9 algorithm determines results for customer product searches using the Amazon search engine. A list of factors determine how the algorithm sees your products, these factors include:

  • Product title, bullet points, description, hidden keywords and phrases;
  • Product image quality;
  • Price;
  • Product reviews;
  • Sales history / Best Seller Ranking (BSR) / Sales Velocity;
  • Referred external traffic;
  • Product availability;
  • Order defect and return rate;
  • A+ content;
  • Questions answered;
  • Fulfilment method (FBA vs FBM).
Amazon product page optimisation

A complete Amazon product listing optimisation service

Starting at £70 per listing

  • Research: Using leading 3rd-party tools;
  • Optimised product title: Up to 80 characters of targeted keywords;
  • Optimised product description: Up to 2,000 characters of useful information and targeted keywords;
  • Optimised bullet points: 5 optimised bullet points, tailored to your product USPs;
  • Optimised hidden keywords: For improved Amazon A9 algorithm rankings;
  • 3 x product images: 1 cutaway, 1 cutaway with measurements & 1 infographic;