Amazon product listing optimization uses Amazon search practices to rank your keywords in the top results of the website.
People often search for products on Amazon almost the same way they do on Google. They type specific keyword and click on the top few results that they see.
Considering the Amazon ranking algorithm (A9), it’s observed that users generally focus only on the top 3 results on the Amazon search result page.
As a seller on Amazon, you need to use the best A9 practices to get noticed by your audience.

The first step in deciding the rank of your keywords on Amazon is to utilise the product title. You’d like to use your focus keyword in the product title.

This is where search intent comes into the picture. Suppose you plan to sell assorted ball pens on Amazon. Using the term “stationery” in the product title won’t grab as much attention as you’d like.

Also, you need to understand there are two types of audience on amazon: Virtual window shoppers and actual buyers.

While targeting an intent-based audience, you need to see what search terms these people use the most. Use the exact keyword in the product detail to grab attention instantly.

Here are the key steps you need to take to boost Amazon keyword ranking:
As mentioned earlier, people usually look for things precisely the way they are searching for them. If they are looking for an iPhone 12 Pro Max, they’ll type the exact words on Amazon. If they are looking for iPhone 12 Pro Max 128 GB, they’ll enter the precise terms in the same order.

This is why you must know how you should use your keywords in the product title. The rule of the thumb is:

Put your primary keyword at the beginning of the product title.

Here’s how you should structure your product title:

Brand name > Product type > Key Features > Size > Color > Quantity (if applicable)

Do remember that most online searches happen on mobile devices. This is why it’s crucial to put your focus keywords first.

Let’s take keyword and content distribution together to save your time. The products description is best viewed in bullet points format. This format allows exceptional readability. You must use your chosen keywords in the bullet points. The key lies in avoiding keyword stuffing.

Keyword stuffing will cause two damages:

1. Your audience won’t be able to understand the content.
2. The A9 algorithm of Amazon may penalise you for lousy content practices.

In both these situations, your ranking will suffer.

Just like the metatags for webpages, the backend of Amazon’s seller page creates a fantastic scope of keyword optimisation for sellers.

If you take a look at the Amazon Seller Central, you’ll notice the “Keywords” tab has three fields: Search Terms, Platinum Keywords, and Audience.

Make sure you include all your “search-intent” based keywords in the Search Terms. In the Platinum Keywords section, you need to include all your secondary keywords. You can simply click on the “Add More” button to add more keywords. Make sure you don’t storm the section with unrelated keywords, as it may prove to be counterproductive.

There’s one more point that you need to understand: Amazon now allows only 250 characters, so you’ll be able to include about 35 keywords. If you think about it, it’s a good number of keywords if you know what you are doing.

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

If you are entirely new to Amazon, these points will put you in the right direction to boost Amazon keyword ranking. Remember, search-intent keywords bring you more focused buyers than casual browsers. For any queries or suggestions, feel free to connect with us at the earliest.