ProfileTree provides Amazon SEO services to help sellers improve product visibility and drive sales on the world’s largest e-commerce marketplace. Amazon operates differently from Google—understanding the A9 algorithm and Amazon’s unique ranking factors is essential for marketplace success.

Amazon is a search engine, but it’s one with a single goal: selling products. Every ranking decision Amazon makes prioritises products most likely to generate sales. This commercial focus shapes every aspect of Amazon SEO, from keyword strategy to listing optimisation.

Understanding Amazon’s Search Algorithm

How Amazon decides which products to show:

The A9 Algorithm

Amazon’s search algorithm (commonly called A9, though Amazon has evolved beyond this) determines product rankings based on factors designed to maximise sales:

Core Ranking Principles:

Principle	What It Means
Relevance	Does the product match what the shopper searched for?
Performance	Does the product sell well when shown?
Customer satisfaction	Do buyers rate it well and keep it?

Key Ranking Factors:

Factor Category	Elements
Relevance factors	Title keywords, bullet points, description, backend keywords
Performance factors	Sales velocity, conversion rate, click-through rate
Customer factors	Reviews, ratings, return rate, seller feedback
Availability	Stock levels, fulfilment method, delivery speed
Price	Competitiveness, Buy Box eligibility

Amazon vs Google SEO

Understanding the fundamental differences:

Aspect	Amazon	Google
Primary goal	Sell products	Answer queries
User intent	Purchase	Various (information, navigation, transaction)
Ranking signals	Sales performance critical	Content and links critical
Keyword approach	Exact match still important	Semantic understanding
Content length	Concise, scannable	Often longer, comprehensive
External links	Not a factor	Major ranking factor
Algorithm updates	Less publicised	Regular, publicised updates

The Sales Velocity Factor:

Amazon heavily weights sales performance. Products that sell well rank higher, generating more sales and improving their ranking further. This creates a flywheel effect—and makes launching new products challenging without initial momentum.

The Buy Box Factor

Most Amazon sales happen through the Buy Box (the “Add to Cart” button). Buy Box eligibility affects visibility:

Buy Box Factors:

Factor	Impact
Price	Competitive pricing essential
Fulfilment	FBA preferred over FBM
Seller metrics	Account health, feedback, performance
Stock availability	In-stock products prioritised
Shipping speed	Faster delivery preferred

For brand owners and private label sellers with exclusive listings, Buy Box competition is less relevant. For resellers, it’s critical.

Our Amazon SEO Services

Comprehensive optimisation for Amazon sellers:

Keyword Research for Amazon

Amazon keyword research differs from Google research:

Amazon-Specific Research:

Source	What It Provides
Amazon autocomplete	Real shopper search suggestions
Competitor listings	Keywords successful products target
Amazon Brand Analytics	Search term data (for brand registered sellers)
Amazon advertising data	Search term reports from PPC
Third-party tools	Helium 10, Jungle Scout, etc.

Keyword Categories:

Type	Example	Usage
Primary keywords	“wireless bluetooth headphones”	Title, primary focus
Secondary keywords	“noise cancelling earbuds”	Bullets, description
Long-tail keywords	“wireless headphones for running gym”	Backend, bullets
Competitor keywords	Terms competitors rank for	Strategic targeting
Seasonal keywords	“christmas gift headphones”	Seasonal optimisation

Search Term Strategy:

Amazon allows backend search terms (hidden keywords). Strategy includes:

• No repetition needed (Amazon indexes each word once)
• Include misspellings and alternate spellings
• Use synonyms and related terms
• Include Spanish terms if relevant to the market
• Avoid competitor brand names (policy violation)

Product Title Optimisation

The most important on-page element for Amazon SEO:

Title Best Practices:

Element	Guideline
Length	Use available characters (varies by category, typically 150-200)
Structure	Brand + Product + Key Features + Size/Quantity
Keywords	Primary keywords near the beginning
Readability	Balance keywords with human readability
Accuracy	Must accurately describe the product

Title Formula:

[Brand] [Product Type] [Key Feature 1] [Key Feature 2] [Size/Quantity] [Colour/Variant]

Example:

TechBrand Wireless Bluetooth Headphones with Active Noise Cancelling, 40-Hour Battery Life, Over-Ear Design, Black

Title Mistakes to Avoid:

Mistake	Why It’s Wrong
Keyword stuffing	Hurts readability and conversion
ALL CAPS	Against Amazon policy
Promotional language	“Best seller” etc. not allowed
Price information	Not permitted in titles
Excessive punctuation	Looks spammy

Bullet Point Optimisation

Bullet points (Key Product Features) drive both ranking and conversion:

Bullet Point Strategy:

Aspect	Approach
Number	Use all 5 bullets (most categories)
Length	200-250 characters each typically
Structure	Feature + Benefit format
Keywords	Include secondary keywords naturally
Scannability	Easy to read quickly

Effective Bullet Structure:

[FEATURE IN CAPS]: Explanation of the feature and why it benefits the customer. Include relevant keywords naturally within the benefit description.

Example:

ACTIVE NOISE CANCELLATION: Block out distractions with advanced ANC technology that reduces ambient noise by up to 95%, perfect for commuting, working from home, or focusing in noisy environments.

What to Include in Bullets:

• Key features and specifications
• Benefits and use cases
• Materials and construction quality
• What’s included in the package
• Compatibility information
• Size and dimension details
• Warranty or guarantee information

Product Description Optimisation

The product description provides additional ranking and conversion opportunity:

Description Approaches:

Format	When to Use
Basic HTML description	Standard listings without A+ Content
A+ Content (EBC)	Invited brand-registered sellers
Premium A+ Content	Invited brand registered sellers

Basic Description Optimisation:

• Use the available character limit (2,000 characters typically)
• Include additional keywords not in the title/bullets
• Expand on features and benefits
• Tell the product story
• Basic HTML formatting allowed (bold, line breaks, lists)

A+ Content (Enhanced Brand Content):

For brand-registered sellers, A+ Content replaces the basic description:

A+ Element	SEO/Conversion Value
Brand story	Brand building, trust
Comparison charts	Cross-selling, differentiation
Feature highlights	Benefit communication
Lifestyle images	Emotional connection
Technical specifications	Detail-oriented buyers

A+ Content Best Practices:

• Use all available modules
• Include lifestyle and product images
• Create comparison charts with other products in your range
• Tell your brand story
• Highlight key differentiators
• Mobile-optimised design

Backend Search Terms

Hidden keywords that help Amazon understand your product:

Backend Optimisation:

Field	Best Practice
Search terms	250 bytes of additional keywords
Subject matter	Category-specific keywords
Target audience	Who the product is for
Other attributes	Category-specific fields

Search Term Rules:

• Don’t repeat words already in the title/bullets
• No commas needed (space-separated)
• Include misspellings customers make
• Include synonyms and alternate terms
• No competitor brand names
• No subjective claims (“best”, “amazing”)

Example Search Terms:

noise canceling headphone bluetooth wireless over ear audiophile hifi commute travel airplane office work from home podcast music gaming

Image Optimisation

Images affect both click-through rate and conversion:

Amazon Image Requirements:

Requirement	Specification
Main image	White background, product only, 85%+ frame fill
Image size	Minimum 1000px (for zoom), 1600px+ recommended
Format	JPEG, PNG, GIF, TIFF
Image count	Up to 7-9 images depending on category

Image Strategy:

Image Slot	Purpose
Main image	Clear product shot, white background
Image 2-3	Different angles, detail shots
Image 4-5	Lifestyle/in-use images
Image 6	Infographic with key features
Image 7	Size reference, what’s included
Image 8-9	Additional lifestyle, comparison

Image Optimisation Tips:

• Professional photography essential
• Show scale with reference objects
• Include infographics with key specs
• Lifestyle images showing the product in use
• Feature callouts on images
• Mobile-friendly (readable on small screens)

Review and Rating Strategy

Reviews significantly impact both ranking and conversion:

Review Factors:

Factor	Impact
Review count	More reviews = more trust
Review rating	Higher ratings improve conversion
Recent reviews	Fresh reviews indicate active product
Review quality	Detailed reviews help buyers decide
Verified purchases	More weight than unverified

Legitimate Review Building:

Method	Description
Amazon Vine	Invite programme for brand registered sellers
Request a Review	Amazon’s official review request button
Product inserts	Cards requesting feedback (following guidelines)
Follow-up emails	Through Amazon’s buyer-seller messaging
Excellent product	Quality products earn organic reviews

Review Policy Compliance:

Amazon strictly prohibits:

• Paying for reviews
• Incentivised reviews (except Vine)
• Review manipulation
• Fake reviews
• Review exchanges

Violations can result in listing suspension or account termination.

Pricing Strategy

Price affects Buy Box, conversion, and indirectly ranking:

Pricing Considerations:

Factor	Consideration
Competitiveness	Price relative to competitors
Profit margins	Sustainable pricing
Amazon fees	FBA fees, referral fees
Perceived value	Price-quality relationship
Promotional pricing	Strategic discounts

Pricing Tools:

• Automated repricing tools
• Competitor price monitoring
• Promotional planning (coupons, deals)
• Subscribe & Save pricing

Amazon Advertising Integration

PPC advertising supports organic ranking:

Advertising-SEO Connection:

Advertising Element	SEO Benefit
Sponsored Products	Drive sales velocity for new products
Search term reports	Discover converting keywords
Product targeting	Appear on competitor listings
Brand awareness	Increase branded searches

Strategic Advertising Use:

• Launch campaigns for new products (build initial velocity)
• Keyword research through auto campaigns
• Defend brand terms
• Target competitor products
• Support seasonal pushes

Advertising isn’t SEO, but it supports SEO goals by driving the sales that improve organic ranking.

Amazon SEO for Different Seller Types

Strategies vary by seller type:

Private Label Sellers

Sellers with their own branded products:

Focus Area	Priority
Brand Registry	Essential for A+ Content, protection
Listing optimisation	Full control over all elements
Product differentiation	Stand out from competitors
Review building	Critical for new products
Brand building	Long-term value creation

Wholesale/Resellers

Sellers of other brands’ products:

Focus Area	Priority
Buy Box winning	Essential for sales
Pricing strategy	Competitive pricing critical
Inventory management	Stock availability
Seller metrics	Account health
Authorisation	Brand approval where required

Brand Owners

Established brands selling on Amazon:

Focus Area	Priority
Brand Registry	Protect brand, access tools
A+ Content	Premium content capability
Brand Store	Dedicated storefront
Brand Analytics	Search and market data
Brand protection	Monitor for violations

Measuring Amazon SEO Success

Tracking performance on Amazon:

Key Metrics

Visibility Metrics:

Metric	What It Shows
Organic ranking	Position for target keywords
Search impression share	% of relevant searches where you appear
Page 1 keywords	Count of keywords ranking page 1
Best Seller Rank	Category ranking by sales

Performance Metrics:

Metric	What It Shows
Unit session percentage	Conversion rate
Sessions	Traffic to listings
Page views	Total listing views
Buy Box percentage	Share of Buy Box
Sales velocity	Units sold over time

Customer Metrics:

Metric	What It Shows
Review rating	Average star rating
Review count	Number of reviews
Return rate	Product returns percentage
Customer feedback	Seller feedback score

Tools for Amazon Analytics

Amazon Native Tools:

Tool	Data Provided
Seller Central reports	Sales, traffic, conversion
Brand Analytics	Search terms, market basket, demographics
Search Query Performance	Impression share, click share
Advertising console	PPC performance, search terms

Third-Party Tools:

Tool	Purpose
Helium 10	Keyword research, listing optimisation, tracking
Jungle Scout	Product research, keyword tracking
Sellics/Perpetua	Analytics, advertising optimisation
DataHawk	Market intelligence, tracking

Amazon SEO Challenges

Common challenges and solutions:

New Product Launch

The Cold Start Problem:

New products have no sales history, reviews, or ranking. Breaking through requires:

Strategy	Approach
PPC investment	Advertising to drive initial sales
Promotional pricing	Competitive launch pricing
Vine reviews	Amazon Vine for initial reviews
External traffic	Drive traffic from outside Amazon
Variations	Attach to existing successful listings

Competitive Categories

Standing Out in Crowded Markets:

Challenge	Solution
Established competitors	Find underserved niches or angles
Price pressure	Differentiate on value, not just price
Review disparity	Focus on product quality and service
Keyword competition	Long-tail keyword strategy

Algorithm Changes

Adapting to Amazon Updates:

Amazon regularly adjusts its algorithm. Strategies for adaptation:

• Focus on fundamentals (relevance, conversion, satisfaction)
• Monitor ranking changes
• Stay current with Amazon seller news
• Test and iterate continuously

Policy Compliance

Staying Within Guidelines:

Area	Compliance Requirement
Listing content	No prohibited claims, accurate information
Reviews	No manipulation or incentivisation
Pricing	No artificial inflation for discounts
Images	Meet technical and content requirements
Keywords	No competitor brand names, no prohibited terms

Why Choose ProfileTree for Amazon SEO

What differentiates our Amazon services:

Marketplace Expertise

Understanding Amazon’s unique environment:

• A9 algorithm knowledge
• Category-specific optimisation
• Amazon policy compliance
• Seller Central proficiency

Ecommerce Integration

Amazon as part of a broader ecommerce strategy:

• E-commerce SEO services for your own website
• Shopify SEO integration
• WooCommerce SEO coordination
• Multi-channel strategy development

Content Capability

Supporting Amazon with broader content:

• Product photography guidance
• A+ Content design
• Video production for product videos
• Brand story development

Data-Driven Approach

Analytics-based optimisation:

• Keyword tracking and analysis
• Competitor monitoring
• Performance reporting
• Continuous optimisation

UK and Ireland Market Focus

Understanding local marketplace dynamics:

• Amazon UK specifics
• UK consumer behaviour
• VAT and compliance considerations
• UK fulfilment strategies

Conclusion

Amazon SEO operates on different principles than traditional search engine optimisation, but the goal is the same: visibility that drives sales. Understanding Amazon’s unique algorithm, optimising every listing element, and building sustainable performance creates competitive advantage on the world’s largest marketplace.

ProfileTree provides Amazon SEO services helping sellers across the UK and Ireland improve product visibility and drive marketplace sales, whether Amazon is your primary channel or part of a broader ecommerce strategy.

FAQs

Ready to improve your Amazon product rankings? Contact ProfileTree to discuss how Amazon SEO can drive growth for your marketplace business.