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The Ultimate Amazon SEO Checklist

Amazon SEO Checklist

Amazon SEO: A checklist to improve your product rankings

Amazon SEO is a topic that many search marketers often overlook despite its importance. Unless you’ve been sleeping under a rock, we all know that Amazon is the largest ecommerce website in the world, and it isn’t going away anytime soon. It deals with millions of products across what feels like endless categories.

While Amazon doesn’t really cater for informational queries like Google, it does specialize in transactional queries that help potential buyers to find the product that best suits their needs. This helps them achieve their bottom line for selling as efficiently as possible.

You can count your lucky stars because at Kaizen we have assembled the ultimate Amazon SEO Checklist that is both informative and easy to follow! Whether you’re completely new to listing a product on Amazon or a seasoned veteran on the platform, our checklist will help you optimize your product listings and achieve maximum visibility in Amazon search pages, so your products fly off the shelves.

What is Amazon SEO?

Amazon uses an algorithm called A9. This helps them better connect customers’ searches with the product they desire. This algorithm can be divided into 2 clear sections: Relevance & Performance. 

Relevance is SEO-related and easier to control, while Performance is focused around metrics and is much harder for us SEOs to control.

Relevance Factors

StepBest Practice
Product Name:Ensure Title has main keywords & main information, including: 

  • Brand name
  • A concise description of purpose, 
  • Specific items/materials/ingredients
  • Colour
  • Size
  • Quantity if possible

Tip: There’s no one set of rules so do a quick product search and see what your competitors are doing!

Seller Name:Consider how relevant your seller name or brand name is to the product. 

If your name is related to the product or you have a strong brand presence in an area, use your seller name to increase relevance for buyers resulting in higher CTR.

Backend Keywords:Hidden keywords used in your Amazon Seller Accounts’ backend section. These work like ‘meta tags’ for Amazon.

6 fields you can fill in with a 50-character limit in each.

  • Don’t exceed this limit or the page won’t be indexed
  • Avoid repeating keywords
  • Avoid unneeded punctuation          
Brand Field:The brand field shows up on the product page below the title.

It links to other product listings from your brand. 

Ensure the brand name and spellings are consistent across products as this increases brand visibility and buyer confidence.

Product Description:Optimize the product description & bullet points section.

Align SEO & Copywriting skills to be clear & resonate with buyers.

Use bullet points to show benefits & important information.

Ensure to use key product keywords within convincing product points.


Performance Factors

StepBest Practice
Product Price:Price is the biggest impact on conversion rate & amount of units sold.

If the price isn’t competitive with similar products, it will lower the conversion rate. A9 could lower your ranking.

If your product is higher priced than competitors, there must be evidence (Ratings, Reviews, Sales, Conversions).

Tip: Check search results to see if rival products are priced much differently from your product.

Conversion Rate:Linked with the price is Product Conversion Rate.

Check Sales Page and traffic under Business Reports for Unit session percentage (number of units bought per visit). This is the closest we can get to conversion.

If you feel the number is too low, revisit Relevance factors and optimize product listings.

Product Images:Higher image quality = Higher conversion

Amazon recommends larger images. Aim for around 1,000 pixels in height or width. This helps with the zoom function.

Following image guidelines means your products won’t face being relegated to the end of search results

Product Reviews:More ratings = Higher CTR.

Products ranking for broader searches will have higher reviews & ratings.

Amazon is cracking down on fake reviews so don’t cheat the algorithm!

If you are getting negative reviews. Read comments and address the problems ASAP.


With this handy checklist, you’re well on your way to a strong Amazon SEO performance. Use these tips to outrank your competitors and get ahead of the game.

Are you looking to kickstart your local SEO strategy? Get in touch with our team.

Robbie McIvor
Published on

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