Rule No. 1: Know the Rules
If you want to maximize your Amazon sales potential, you need to know the rules of the game. The best Amazon sales strategy uses keywords and smartly worded bullet points for increased conversion rates. Learn how successful sellers do it.
The game is all about optimizing your product listings for search, which means using a SEO strategy built around finding and using the proper keywords. You’ll need to use the very best keywords you can find, not just in the main Product Description but also in a Bullet Points section following the description. The Bullet Points field is an option that a surprising number of sellers ignore–but they shouldn’t, for lots of reasons including more SEO opportunities.
You can’t just guess at keywords – words you think people will be using to search for your products; you have to do the research to see which terms they’re actually using if you want them to find and–most importantly–decide to buy from you.
The general goal is to compile a comprehensive list of keywords for each product, thus maximizing the number of search queries that trigger your product listings and making your inventory as visible as possible in the Amazon search results.
Amazon SEO vs. regular (Google) SEO
Just like with regular SEO, failing to get your Amazon SEO right will result in less traffic and fewer sales. But Amazon’s search algorithm works differently than any Google or Bing algorithm in surfacing results. In a nutshell, there are way fewer ranking factors (around 30) than with typical SEO, which can include as many as 200.
While people perform all kinds of different searches on Google, many of which are informational searches, pretty much every Amazon search is transactional. (If you only sell on Amazon, you don’t need to worry about SEO ranking in Google but if you have an independent website for direct sales, you can use the Google Ads Keyword Planner Tool to do that keyword research, then combine your keyword results with those you found for Amazon for more ideas.)
Amazon’s search algorithm is really about just two things: relevance and performance.
Relevance is all about what you name your product, because it is the first thing a buyer will see on their Results page. You’ll want to put your most important keywords in your product title, and put your very most important keywords at the beginning of your product title: Brand name. Product type. Key Features. Size. Color. Quantity. These are the things buyers are scanning for, so make their lives easy.
Performance is where Amazon ranks you on your bounce and conversion rates. Your site has to perform as promised (with keywords relevant to searches), which means keeping shoppers there long enough to read through all your product details, and converting a decent number of them. In other words, you have to stay relevant enough to perform or Amazon will send you into Results Page oblivion.
How to do keyword research on Amazon
There are a number of different ways you can go about this, ranging from “quick and dirty” to meticulous research with professional tools.
1. Type into the Amazon search bar and look at the keyword suggestions.
When you begin to enter a search query, Amazon suggests products other consumers frequently search for. Essentially, this is a quick and free research tool (which also works in Google).
This is a great tactic because it gives you a quick snapshot of how your prospects actually use Amazon. Comb through all the suggested queries by entering the type of product you sell followed by different letters of the alphabet. This will yield a strong list of initial keywords to build on.
2. Complement with a Google SEO strategy
Google’s Keyword Planner is free to anyone with a Google Ads account. If you open your account and navigate to the tools drop-down menu, you’ll see Keyword Planner as an option. From there, you can search for as many keywords as you please and see how frequently they’re queried on a monthly basis—as well as the intensity of the competition.
This is a doubly effective strategy because it allows you to build brand (or product) awareness with the prospects who take a little longer to convert. A shopper can begin on Google, visit your website, and browse without buying. Later, when they’re ready to make a purchase, they might start on Amazon and find your product in the top results there. Because they’re already familiar with your store brand, they’re more likely to convert. In this way, Google and Amazon can work together to your advantage.
3. Use a professional search tool that’s specific to Amazon sales.
Keyword Tool has an Amazon keyword planner. This keyword planner uses data from the Amazon autocomplete or search suggestion feature and generates a list of long-tail keywords to consider Essentially, it does the above-described work for you. Sellics also offers a free Amazon-specific tool called Sonar. With Sonar, you can access a keyword’s monthly Amazon search volume as well as its related keywords and the relevant products. The advantage of Sonar is it is not only a research tool, but a competitive research tool.
Other Amazon Sales Boosting Strategies: Complements, Bullet Points, and Hidden Keywords
Target products that complement your product.
Everything you see under “Frequently bought together” is a complement to the product displayed on the details page.
By targeting complements to your product—in the bullet points, in the product description, or in the hidden keywords—you make your product visible to people who aren’t directly looking for it and whose search behavior indicates that they may be interested.
Bullet points raise conversion rates.
The product details page is your opportunity to outline all the best features and benefits of your product in a series of concise bullet points. It’s also the place to use the keywords you couldn’t fit in the product title. This is a great chance to nudge the prospect closer to clicking “Add to Cart.” Your outstanding product title brought them here, and your highly informative bullet points will secure the conversion.
Preferring what’s easy to read at a glance, people look at bullet points rather than lengthy descriptions so they may even skip over your main product description and go straight to your Product Details. Bullet points should include your keywords as well, to help boost your product search results.
Bullet List character constraints: pick your words carefully.
Amazon has a lot of constraints in text limits when it comes to the product listing. Therefore, the words should be concise and picked carefully. Amazon permits using 5 bullets for a product listing, so use them correctly. Only the key features that can set your product unique from the rest should be in bullet points.
- Every bullet point can only be of 500 characters and not more. But this is enough to include your keywords naturally.
- Include all the details of your product – the size, shape, color, dimension, etc.
- Mention the advantages of using your product or how it can help them in their daily lives.
- Never include promotions or pricing details in your bulleted list.
Basically, hidden keywords are your opportunity to give Amazon more information about your product—information that consumers won’t see. A hidden keyword is a lot like alt text—but for a product rather than an image.
Perhaps you’ve heard of “hidden keywords.” Maybe you’ve stumbled across something called “search terms.” Each is a reference to the keywords you’re permitted to enter at the backend of your Amazon seller account.
You only have 250 characters per product for backend keywords. Avoid repeating information conveyed in your product title and bullet points and don’t use commas so you can fit the max number of keywords that you couldn’t use elsewhere into this field.
Save yourself some time.
Shopping Feed can help users customize data in Keywords and Bullet points in automated and brilliant ways, using rules and fields. We can help you get the most out of a keyword strategy to boost your Amazon sales. Shopping Feed syndicates product listings on all of the world’s most powerful marketplaces, syncs and refines inventory data with >11M product tags, and automates order fulfillment. Email us for more info, or call (920) 333 3488.