Amazon SEO: six listing optimisations to rank higher

Executive overview

Amazon's ranking algorithm rewards listings that sell — the more you sell relative to competitors, the higher you rank, because Amazon earns a cut of every transaction. Two levers control your ranking: keyword targeting and sales velocity. Get both right and Amazon's incentives work in your favour.

Amazon actively wants your listing to rank — optimise for conversion, not just discovery.

Title optimisation

• Include brand, model, product type, size, quantity, colour, and design where applicable
• Amazon publishes category-specific title formulas — follow them exactly
• The more specific your title, the stronger the signal to both the algorithm and the buyer

Product description

• Expand on the title rather than restate it; make benefits the focal point
• A story of how the product came to exist can differentiate the listing
• Real testimonials add credibility
• Keep it concise — buyers skip dense paragraphs

Bullet points

• Write bullets differently from both title and description
• One benefit per bullet; easier to scan
• Amazon caps bullets at 200 characters — shorter usually wins

Product photos

• Multiple photos from different angles outperform a single image
• Studio-quality photos preferred over phone shots
• For food products, include a clear, readable nutrition label photo

Keyword research

• Use a tool such as Ubersuggest: enter a seed keyword, then explore Related, Questions, and Prepositions tabs
• Prioritise keywords that match buyer intent — will a searcher expect to see your product?

Reviews and sales velocity

• Reviews drive purchases; purchases drive rankings — the loop compounds
• Respond to negative reviews by fixing the product, not ignoring the feedback
• Early-stage tactic: offer a discount to generate initial purchases and reviews
• Never use fake reviews — the risk outweighs any short-term gain