00:00
Welcome to the deep dive. Today we’re jumping into Amazon SEO—how products get noticed in the massive Amazon marketplace.

00:11
Exactly. We’ve explored how it all works: keywords, listings, everything.

00:15
Right. Whether you’re just curious or trying to sell something, understanding this is key.

00:21
It really is. We’re here to cut through the jargon.

00:23
Yeah—focusing on what actually moves the needle for rankings and sales.

00:28
Think about how you find things on Amazon. It usually starts with the search box.

00:32
You type what you need or use the category dropdowns.

00:36
Exactly—like pet supplies. Then you apply filters.

00:40
Delivery day, reviews, price—all those options.

00:45
And the search results page is where you compare everything: price, shipping…

00:50
…and Best Sellers Rank.

00:51
Good point. That shows real-time popularity in a product’s category.

00:55
Then there are the ads—sponsored products.

00:58
Yeah, those pay-per-click ads boost visibility.

01:02
So it’s not just about keywords. Amazon looks at the whole picture.

01:06
Right. Listing quality matters a lot. Plus, your account health—Seller Central gives feedback on that.

01:13
Very helpful. And there are apps too.

01:15
Yes, through the Selling Partner Appstore—third-party tools to help automate and manage tasks.

01:21
Alright, let’s get practical. What are the top ways to improve rankings and boost sales?

01:26
We found seven key strategies.

1. Keyword Research

01:30
Start with keyword research. Know the exact words customers type in.

01:36
How do you find those?

01:39
Type into Amazon’s search bar—look at autocomplete suggestions. Also check keywords used by top competitors.

01:44
Makes sense. Competitor research is key.

01:46
Plus, Amazon’s Product Opportunity Explorer shows popular terms and trends.

01:52
What about short-tail vs. long-tail keywords?

01:55
Great point.

• Short-tail: Broad, like “furniture.” High volume, high competition.

• Long-tail: More specific, like “water-resistant lawn furniture.” Lower volume, but often better conversion.

02:12
So, use a mix?

02:13
Definitely. A balanced mix is ideal.
Brand-registered sellers also get access to tools like Brand Analytics for deeper keyword insights.

2. Product Title

02:22
Once you have keywords, where do they go?

02:26
Start with the product title. Include main keywords—product type, brand, color, size.

02:34
So not just “pillowcases”...

02:36
Say: “Good Sleep Collection Pillowcases, Blue, Set of 2.” It’s clearer and keyword-rich.

02:41
Is there a character limit?

02:43
Yes—Amazon allows 200 characters, but aim for 60–80 for readability.
Brand Registry users can A/B test titles using Manage Your Experiments.

3. Product Description

02:56
What about the description?

02:59
Use it for secondary keywords and detailed info: features, benefits, materials, care instructions, warranty.

03:05
But don’t just stuff keywords, right?

03:07
Correct. Keyword stuffing can hurt rankings. Focus on natural, helpful content that answers customer questions.

03:16
For brand-registered sellers?

03:17
Yes. You can add rich content—images, comparison charts—making it more engaging.

4. Bullet Points

03:23
Bullet points are important too.

03:26
Absolutely. Use them for quick facts: top features, how it works, unique benefits.

03:33
Any format tips?

03:35
Yes:

• Use a short phrase (1–2 words) as a heading.

• Then a concise explanation (under 100 characters).

• Capitalize the first letter for each point.

03:44
Easy to scan. Got it.

5. Backend Search Terms

03:46
Next up: backend search terms. These are hidden in Seller Central.

03:50
What goes there?

03:51
Spillover terms—synonyms, misspellings, abbreviations. Keywords that didn’t fit in the title or description.

03:59
So, extra visibility?

04:00
Exactly. Use lowercase, separate with spaces (not commas), and skip filler words like “and” or “the.”

6. Product Images

04:07
Let’s talk images.

04:09
Critical. High-quality photos are non-negotiable. Show all angles and key features.

04:15
Needs to be clear and well-lit.

04:16
Yes. Use a plain white background.

04:19
And the product should fill at least 85% of the frame. Don’t forget alt text—describe the image with a keyword or two to help with accessibility and search engines.

7. Pricing

04:30
Last one: pricing.

04:32
Your pricing strategy affects rankings and sales. Be competitive but smart.

04:38
So research what similar products charge—and know your own margins.

04:41
Exactly. Amazon’s Automate Pricing tool can help adjust pricing dynamically.

Extra Tips

04:45
Anything else?

04:47
Yes—positive reviews are huge. And using Fulfillment by Amazon (FBA) can improve shipping times, which helps ranking.

04:55
Amazon provides tools to track all this?

04:58
Yes:

• Brand Analytics

• Product Opportunity Explorer

• Amazon Ads Reports

They help identify trends and top search terms—though you can’t see exact competitor keywords.

05:09
The dashboards also show search term frequency?

05:12
Correct—especially in Brand Analytics.

Final Thoughts

05:14
So, wrapping up—Amazon SEO isn’t a one-time fix.

05:19
Not at all. It’s ongoing. You need to keep learning and optimizing your listings.

05:24
Think about which areas matter most to your products or business.

05:30
And ask yourself: What does this reveal about how these massive online marketplaces really operate?

05:37
A good question to ponder. That’s it for this deep dive.