Amazon SEO: how to rank products in Amazon search

Listing content

• Title: the most important search words first, accurate and readable, following your category's style guide.
• Bullet points: key features and benefits, as short fragments; Amazon's own guidance suggests capitalizing the first letter of each bullet.
• Description and A+ Content (for brand-registered sellers): detail and comparisons that answer buyer questions.
• Backend search terms: synonyms and alternative names that don't fit elsewhere, entered in the "Generic keyword" field. Amazon suggests avoiding redundant or irrelevant terms. Check Seller Central for the current length limit.

What else affects visibility

• Images: clear main image on white, plus lifestyle and detail shots.
• Price, availability and delivery speed.
• Reviews and ratings.
• Sales and conversion over time.

What is A9?

A9 is the name commonly used for Amazon's product search algorithm, after the Amazon subsidiary that built it. Amazon doesn't publish how its ranking works in detail; its seller guidance focuses on relevance (matching the shopper's words) and the listing's performance.

Tracking Amazon keyword rankings

Seller Central's brand analytics (for brand-registered sellers) shows search terms and their performance. Third-party tools estimate keyword rankings and volumes on Amazon; treat them as estimates.