Download: Amazon SEO Product Template

Use Amazon SEO best practise to drive product discoverability and customer engagement on the world’s busiest marketplace.

This practical resource ensures products are always enriched in line with Amazon SEO best practice. Rest easy with our intuitive worksheet.

What to expect:

  • An easy-to-use worksheet covering everything you need to rank first on Amazon;
  • A shareable resource for you and your team with the best Amazon SEO tips & tricks

About Amazon SEO

For a majority of shoppers, the shopping experience starts on Amazon. In fact, 66% of US-based consumers start their online shopping journey on the marketplace.

Why? Well, Amazon is convenient, accessible, has low prices, and free shipping options.

However, it’s also really easy for consumers to find what they’re looking for. But, with over 6-million sellers, there’s a lot of competition.

So, to stand out, ranking on the first page of Amazon is crucial. Come on, who actually visits the murky depths of the second page when browsing for a particular product on Amazon? Well, according to Amazon, only 30% of you…

To ensure your products get discovered on the Amazon marketplace, you need to have well-optimized product listings. To accompany the resource, we’re going to walk you through the fundamentals of Amazon SEO optimization.

Amazon’s A9 Algorithm

To put it simply, the A9 Alogirithm is what Amazon uses to rank your listings. As with Google’s algorithm, it takes into account keywords when ranking your products (more on this below).

Your Google-centric eCommerce SEO strategy serves a different function to SEO for Amazon. Firstly, Google is used for informational searches. For instance, users might use Google to look up the rules of a card game they’ve forgotten.

However, Amazon is an eCommerce platform. So, the focus is on transactional searches as users are actively looking to make a purchase.

Amazon SEO Prime Van driving

Using Keywords

Including high-volume and relevant keywords is a big part of Amazon SEO best practice.

There are two types of keywords for Amazon marketplace SEO. Frontend keywords and backend keywords (known as search terms). We’ll give you the basics below.

Have a look at our Amazon eCommerce guide for some keyword research tools.

Frontend keywords

These keywords appear in your product title and product descriptions. Let’s look at where you’ll be using them.

Product Titles

It goes without saying, this is one most important elements of any Amazon SEO strategy. After all, it’s the first thing buyers see when searching for your product on Amazon. They need to make the decision to click on your product. Give your product the information they need to stand out against other sellers.

So, include relevant keywords to describe your product accurately, such as its brand, model, size, color, or any unique features.

Here are some examples:

Mouse Mat BLACK ANTI-SLIP COMFORT MOUSE PAD MAT WITH GEL FOAM REST WRIST SUPPORT FOR PC LAPTOP – Size S (250 x 210 x 2mm) – Compatible with Laser and Optical Mice

Pukka Pad, A4 Stripes Project Book 3 Pack – 21 x 30cm – Wirebound Notebook with 8mm Lines and 80GSM Paper – Includes Repositionable Dividers with Storage Pocket for Multiple School Subjects and Work Assignments – 250 Pages

9 Piece SabreCut – Soft Grip Extra Long Hex, Hex Diamond (Hex Plus) Allen Key Set with Colour Coding – 1.5mm – 10mm

Image of Amazon logo on a phone along with text that reads 'Amazon SEO Product Template'

Downloadable Amazon SEO Product Template

  • An easy-to-use worksheet covering everything you need to rank first on Amazon;
  • A shareable resource for you and your team with the best Amazon SEO tips & tricks

Optimizing Product Descriptions & Features

Product descriptions give browsers key information about your products to persuade them to buy your products. Here’s our Amazon SEO checklist for product descriptions

  • Include keywords

    Include keywords which accurately describe your products and are commonly used by customers when searching for products

  • Emphasize benefits

    Focus on how your product will benefit customers

  • Bullet points are powerful

    Use bullet points, subheadings, and short paragraphs to make it easier for your customers to digest information

  • Accurate product specs

    Provide accurate product specifications (dimensions, materials, colours) to drive Amazon product SEO

  • Include warranties and guarantees

    It goes without saying, this provides buyers with confidence

  • ...but don’t overdo it

    Avoid keyword stuffing! Or, Amazon will penalize you…

  • Don’t duplicate content

    Amazon’s algorithm loves unique and original content. Don’t duplicate content by using product descriptions provided by the supplier!

  • Don’t ignore your customers

    Don’t ignore customer reviews! Leverage positive reviews and frequently asked questions in your product descriptions

Don’t Forget: Backend Keywords (Search Terms)

Backend keywords – or ‘Search Terms’ – are essential, too. These are hidden keywords, so they’re not visible to shoppers. However, Amazon’s A9 algorithm still recognizes them and can tell if they’re relevant to your product listing.

Essentially, backend keywords allow you to create engaging product pages whilst ensuring Amazon indexes your products correctly.

You add backend keywords by accessing your inventory on seller central. Firstly, find the listing you want, edit the listing, select the keywords tab, and add your keywords to the ‘Search Terms’ field.

💡Top tip: Try to avoid using the same keywords in the front end and your backend search terms. Your front-end keywords should contain primary competitive keywords relevant to the audience. This way, you’ll be ranking for both.

But, sometimes it’s unavoidable, so there might be some overlap. In other words, Amazon SEO isn’t an exact science!

To clarify, let’s take the example of a wireless ergonomic keyboard:

Frontend keywords: Backend search terms:
Wireless ergonomic keyboard Wrist-friendly
Sleek black design Anti-slip rubber feet
Split keyboard layout Multimedia hotkeys

Optimize Your Product Imagery

Images tell a story and catch a customer’s attention. Moreover, they’re a vital part of an effective Amazon SEO marketing strategy.

Follow best practice to convert browser to buyer:

  • Your main image must show the product on a white background
  • Images should be at least 1600×1600 pixels
  • Include images of the product being used in real-life contexts
  • Include alt text
  • Ensure there’s nothing to distract from the product
  • Include an SEO-friendly title tag that explains what the image is
Image of Amazon SEO box mascot prime
Image of Amazon search bar and the offer to join Amazon Prime


Finally, having a good price is essential. One of the main reasons consumers shop on Amazon is because it’s a great place to snag a deal.

To do so, you need to strike a balance between turning a profit and attracting customers.  So, have a look at what your competitors are doing. Find a good middle-ground!

How does PIM help with Amazon SEO

When you’re managing thousands (or millions!) of SKUs, you want a system to make your day-to-day job much easier.

Pimberly is the only PIM/DAM solution that enables you to create Amazon-optimized SEO content, including:

  • Images in a suitable size, format, and resolution for Amazon
  • SEO image URLS and image file names
  • Product titles using native concatenation tools
  • Product descriptions using Copy AI
  • Variant management

Because all of your product information and digital assets are stored in one place, anyone working with SEO will spot any content gaps or quality issues. Pimberly’s Amazon-focussed automation ensures the process of listing products is as smooth as possible.

In addition, Pimberly scopes functionality means you easily optimize product titles, descriptions, and attributes tailored for Amazon’s requirements.

It doesn’t stop there! In fact, Pimberly Product AI allows you to instantly pull product data from live Amazon product detail pages. This means you’re able to review current product data, descriptions, and images from Amazon within Pimberly. This enables you borrow and enrich your product pages with the best SEO content from the top ranking product pages.

Whether you are an Amazon Seller or Vendor, if you’re looking to list product SKUs/ASINs on Amazon, then Pimberly is an essential tool to manage compelling content that sells.

Global brands using Pimberly to drive growth