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Amazon SEO for Beginners: Step-by-Step Guide

smart phone showing the amazon logo on the screen

As an e-commerce seller, you’ve probably heard the term “Amazon SEO” thrown around, but what exactly is it? No matter whether you’re a seasoned seller or new to  the game, getting into the nitty-gritty of Amazon optimisation can be overwhelming, even when you’re far from new to the world of ecommerce. But not to worry – we’ve put together this step-by-step guide to help you grasp the basics and start improving your product rankings today. Let’s dive in!

Why Amazon SEO Matters

If you’re an online seller, it’s likely you’ve been there at some point: you’ve got an amazing product, but it’s buried deep within Amazon’s search results; potential customers can’t find it, and your sales are suffering as a result. Enter Amazon SEO! With SEO techniques, you can optimise your product listings, boost your visibility, attract more clicks, and ultimately, increase your sales. It’s like putting your product on a pedestal for all to see!

The Building Blocks of Amazon SEO

To master Amazon SEO, you need to familiarise yourself with its key components. First up, keywords – these are the words and phrases that customers use to search for products like yours. By incorporating relevant keywords in your product titles, descriptions, and backend search terms, you can help Amazon understand what your product is all about and match it with the right searches:

Product Titles

Next, we have product titles; think of them as the headline of your Amazon listing. A compelling title that includes your main keywords can make a world of difference in catching a customer’s eye and encouraging them to click.

Concise Language

Don’t forget about formatting: your product descriptions are your chance to highlight your product’s unique features and benefits, so use concise bullet points to showcase the most important information and craft a detailed description that tells a story and resonates with your target audience.


Images are another key aspect of Amazon SEO; high-quality, professional images not only make your listing more visually appealing but also contribute to better search rankings. Show off your product from different angles and in action to give customers a clear idea of what they’re getting!


Finally, customer reviews are non-negotiable when it comes to building trust; positive reviews build trust and credibility, while also playing a role in Amazon’s ranking algorithm. Encourage satisfied customers to leave reviews and address any negative feedback promptly to maintain a stellar reputation.

For more info on SEO tactics, check out our ecommerce optimisation checklist.

Setting Up Shop on Amazon

Before you can start optimising your listings, you need to set up your Amazon Seller account – but don’t worry; the process is relatively straightforward. Head over to, click on “Register now,” and follow the prompts. Depending on your business needs, you can choose between an Individual or Professional selling plan.

Keyword Research: The Foundation of Success

Now that you’ve got your account set up, it’s time to dive into keyword research, and this is where the magic happens! You’ll want to start by using Amazon’s search bar to uncover popular search terms related to your product, and don’t hesitate to take a peek at your competitors’ listings to see which keywords they’re targeting. You can also use keyword research tools like Jungle Scout or Helium 10 to gather data on search volume and competition.

Once you have a list of relevant keywords, it’s time to sprinkle them throughout your product listing. But don’t go overboard! Use them naturally and strategically to avoid coming across as spammy.

Understanding Amazon's A9 Algorithm

To optimise your listings effectively, it’s essential to understand how Amazon’s A9 algorithm works; in simple terms, the algorithm takes into account various factors, such as relevance (how closely your product matches the search query), sales velocity (the number and frequency of sales), price competitiveness, and availability (having enough stock to meet demand).

Best Practices for Long-Term Success

Finally, Amazon SEO is an ongoing journey, not a one-time destination. So if you want to stay ahead of the game, you need to regularly monitor and update your listings to ensure accuracy and relevance. Additionally, keep an eye on your competitors and adapt your strategies accordingly; make use of Amazon’s advertising options, like Sponsored Products or Sponsored Brands, to give your visibility a boost.

And most importantly, always prioritise customer satisfaction. Provide exceptional service, address concerns promptly, and continuously gather feedback to improve your products and listings.

Final Thoughts

Congratulations – you’ve made it through our beginner’s guide to Amazon SEO. While it may seem like a lot to take in, remember that every journey starts with a single step. By implementing the strategies and best practices we’ve outlined, you’ll be well on your way to improving your product rankings and driving more sales on Amazon.

And if you ever feel stuck or need further guidance, remember that Clickslice is here to help. As the number 1 SEO company Liverpool, we’re dedicated to helping e-commerce businesses like yours thrive on Amazon and beyond.

So what are you waiting for? Start optimising your Amazon listings today and watch your sales soar!

Article by:

Joshua George is the founder of ClickSlice, an SEO Agency based in London, UK.

He has eight years of experience as an SEO Consultant and was recently hired by the UK government for SEO training. Joshua also owns the best-selling SEO course on Udemy, and has taught SEO to over 100,000 students.

His work has been featured in Forbes, Entrepreneur, AgencyAnalytics, Wix and lots more other reputable publications.