Amazon SEO Guide: The Ultimate Amazon SEO Outlook

From beginner FBA seller to 7-figure expert, Amazon FBA sellers get Tie-Breaking tips and news here.

by | March 17, 2023

Sharing is caring!

When buyers reach Amazon, they have one purpose: to purchase a desirable product. However, the question remains, who will they buy it from?

Well, if you want the answer to be “you,” then it is essential to learn a few things here, particularly with regard to how Amazon SEO and algorithms work. Whether you are a newbie or an old Amazon seller, you must know how to crack this A9 algorithm.

Taking this into account, Dragon Dealz has created this ultimate Amazon SEO guide to provide insights regarding various terms related to Amazon SEO. This guide will not only unveil how Amazon and its product hierarchy algorithm works, but also will highlight the tricks and tactics to learn how to launch a product on Amazon? It will help you conquer your competitors.

Let’s Understand How Amazon’s Search Algorithm Works

Amazon uses algorithms to index its search results. This involves plenty of factors, comparable to how Google does. The primary search engine is A9, which engages numerous parameters to synchronize the relevancy of millions of products stored in a database with the key terms entered by users. With this in mind, learning about Amazon search engine rankings will assist you when it comes to understanding how Amazon search works. So, before you begin optimizing your Amazon product listings, make sure that you learn the basics of Amazon’s search algorithm.

Amazon’s Search Result Page

Amazon Seller Central has an extensive layout for classifying its products. When a user or buyer/shopper searches for something on Amazon, Seller Central automatically shows products in two standard ways: list view and gallery view.

• List View: This format type includes approximately 15-16 products on each result page that shoppers can see.

• Gallery View: This format type includes approximately 24-25 products on each result page that shoppers can see.

When you are the seller, it is vital to understand the layouts in which products are being positioned and classified.

Amazon’s Sponsored Products

Another important category in Amazon’s search results is “Sponsored Products.” Usually, these products can be seen on the top part of a product page, and are sometimes found to be paired with organic results

Besides using the right keyword auction strategy, you will have to polish the sponsored product listings as well. Believe it or not, your product will be listed on the first sponsored product page if the right SEO strategies and PPC campaigns are involved in your Amazon business plans.

Amazon’s Search Filters

On the left-hand side of the homepage, you will see a search option labeled “filters.” This contains all product elements such as brand, rating, category, shipment, product condition, and color. Interestingly, Amazon’s algorithms are strong enough to differentiate between product features, and your products will only rank after filters are applied if your listing is optimized in a proper manner. Accordingly, you need to be wise with regard to optimizing keywords on product listings!

Also, you must know…

The Connection Between a Search Query and URL

While filtering search results, Amazon considers a listing’s URL. Suppose that you are selling a leather bag. The parameters that you must follow in that case are:

Keyword: This is the keyword entered by the user. This basically addresses the general requirement of
Amazon. According to the supposed scenario, this would be a “leather bag.”

Node: Every Amazon category holds a specific number or ID. The “Node” parameter usually addresses this particular number (i.e., to find out the correct ID).

Brandtextebin: The “Brandtextebin” parameter compares the performance of different products within the same category. For instance, “leather bag” from “Brand A” vs. “leather bag” from “Brand B.”

What Is Amazon’s A9 Algorithm?

A9 is Amazon’s product ranking algorithm that shows results based on keywords typed in the search box. The results are primarily based on customers’ past purchases. Accordingly, this algorithm selects what products to show to potential buyers and determines how high products can rank based on standards such as:

• Relevancy of keywords or search queries
• Customer’s previous behavior
• Total number of past purchases for a specific product

What Factors Influence A9 Search Rankings?

There are two primary factors (i.e., explicit and inexplicit) that impact the algorithm. Below are the
explicit factors:

Product Price: A considerable difference in price from your competitors can be a downside for sellers.

Product Supply and Stock: If your product runs out of stock, this could be a drawback; your listing will be pushed far away or vanish eventually.

Text Relevancy: This indicates how you have boosted your product listing with an appropriate title and description.

The inexplicit factor is:

Velocity of Sales: When you sell more products, the chances are higher that your products will rank in the

Improve Product Rankings On Amazon

Here are several tips that might help you understand Amazon’s A9 ranking factors and improve consistent results.

Product Title: Never forget to include the brand, product, material, quantity, and color. All of these elements matter.

Products Keywords & Research: Keywords are a must, as is research to find the right keywords for your products.

Product Pricing: Price is a vital factor when it comes to purchasing products.

Product Images: Never underestimate the potency of images; after all, “a picture says a thousand words.”

Product Backend Search Keywords: These hidden key terms will remain hidden for buyers, but they are undoubtedly acknowledged by Amazon’s A9 algorithm. Thus, they can have an immensely positive impact on your product. Play smart!

Product Features and Bullet Points: Clear and precise bullet points are way better than huge chunks of information in paragraphs. Customers always prefer this approach, and because Amazon provides a lot of space to write, there is a lot that you can play with here.


Optimizing your product listing on Amazon will get your product’s desirability and discoverability close to 80%. Follow the beat of Amazon Seller Central’s recent trends, algorithms, guides, and updates, and stay on top!

Pro Tip: Do not exceed the character limit. Amazon warns explicitly about this, “Whole entry will be rejected upon exceeding the limit”.


Submit a Comment

Subscribe To Our Blog

Stay up to date and ahead of the curve with the latest strategies for serious Amazon sellers.

Select your currency