1.
Keyword Research: The Foundation of High Rankings
The foundation of every killer Amazon SEO strategy starts with solid keyword research. We’re not just talking about picking random words and stuffing them into your listing. This is about finding the words your potential customers are typing into Amazon’s search bar.
Step 1: Identify Relevant Keywords
Use tools like
Helium 10,
Jungle Scout, or even just Amazon’s own search bar (start typing your product name, and Amazon will give you keyword suggestions). The goal here is to find high-traffic but relevant keywords that match your product. These will help you show up where it matters.
📌 Pro Tip 1: Make sure you cross-reference keywords by using both Magnet and Cerebro from Helium 10.
Step 2: Long-Tail Keywords = Bullseye
If you’re a small or niche brand, long-tail keywords are your secret weapon. These are specific, less competitive phrases that bring in highly targeted traffic.
For instance, instead of just “protein powder,” aim for “plant-based protein powder for weight loss” or “organic collagen for joint health.” These phrases may not have the highest traffic volume, but the visitors they attract are actively searching for exactly what you offer, and they’re ready to buy.
Step 3: Competitor Analysis
We always start with a quick spy session on the competition. Check out what keywords your competitors are ranking for. Tools like
Helium 10’s Cerebro make this easy - just plug in their ASINs, and you’ll see their most successful keywords. It’s a bit like borrowing their strategy and making it better.
📌 Pro Tip 2: Look at their titles, bullet points, and descriptions to see how they’re using these keywords. Spot a gap? That’s your opportunity.
When you're done gathering your keywords, streamline the process by using
Helium 10’s Frankenstein Tool. It helps you filter, de-duplicate, and organize your keyword list to make sure you’re not wasting space or repeating terms.
THE GOAL: This way, you can craft cleaner, more effective titles and bullet points that are optimized for Amazon’s algorithm.
2.
Optimize Product Titles: First Impression Always Counts
The title is your product’s first handshake. Get it right, and it’ll boost your visibility and click-through rates. But let’s not go crazy with keyword stuffing here.
Step 1: Include Main Keywords
Your most important keywords should appear at the beginning of your title. Keep it readable but don’t shy away from squeezing in the good stuff. For example:
Bad
Good
The Auraglow title excels on Amazon because it combines strategic keyword placement, such as "Teeth Whitening Kit" and "Whiten Teeth Faster," with compelling benefits like "20+ Whitening Treatments." This approach aligns with Amazon’s A9 algorithm and customer intent, optimizing visibility and click-through rates. Glowfinity’s title, while informative, lacks benefit-driven language.
Step 2: Focus on Features & Benefits
Highlight what makes your product stand out, whether it’s fast results, premium ingredients, or long-lasting effects.
For instance, showcase how it soothes dry eyes or brightens skin naturally. Your title should balance technical features and customer-driven benefits.
Step 3: Play Within Amazon’s Limits, You’ll Be Rewarded
When writing your title, make sure to include:
- The product quantity
- Product size or key specs
- Important product features
- Who the product is for & what problem it solves
3.
Optimize Bullet Points: Keep it Sharp and Snappy
Once you’ve nailed down an optimized title, the next move is to craft strong bullet points that highlight your product’s key features. These appear in the backend of your Amazon detail page.
Amazon gives you space for up to five bullet points, and we recommend using every one of them.
GOAL: This not only allows you to include more relevant keywords but also gives you the chance to provide detailed, compelling information about your product.
Step 1: Play Within the Character Limit
Amazon typically allows
500 characters per bullet point, so use that space efficiently. Make every word count by incorporating your primary and secondary keywords.
Step 2: Highlight Key Features & Benefits
Here’s where you can dive into your product’s unique features. But instead of just listing specs, focus on benefits. How does your product solve the problem of your customers?
📌 Pro Tip 3: Point out the main feature or benefit in the first part of the bullet.
Step 3: Adopt a Problem-Solution Mindset
What are your customers struggling with? In the health and wellness space, it might be challenges like managing stress, improving energy levels, or enhancing skin health. Clearly explain the solution your product provides to stand out.
Step 4: Readability Matters
Break up the text with short, scannable sentences. Customers are on the go, they don’t have time to read endless copy. Keep it concise, clear, and easy to scan.
4.
Add Backend Keywords: Data-Driven Approach
This part is often overlooked but it’s a goldmine. Amazon gives you space in the backend to enter search terms that won’t appear on your public listing but help with ranking.
Step 1: Utilize All Space
Use this space for any relevant keywords you couldn’t fit into the title or bullet points. Think synonyms, alternative spellings, and related terms.
Step 2: No Repetition
Don’t repeat keywords already in your title or description. Amazon doesn’t like it, and it’s just wasted space.
Step 3: Avoid Plurals and Punctuation
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