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Seo on Amazon: how to optimize products sheets

Doing SEO on Amazon is essential to achieve and improve product and/or brand positioning on the marketplace.

Amazon, besides being the most used marketplace in the world, is also a powerful search engine, just like Google, but mainly focused on product search.

For this reason, when selling on Amazon, it is important to learn how it works and, consequently, to use the right method to do SEO on Amazon, so as to get the best ranking for one’s products.

SEO refers to Search Engine Optimization, the optimization of the positioning of content on search engines.

In a nutshell:

“how to come out first (with products in the case of Amazon) when a user does a search”.

SEO is the set of quality improvement techniques concerning content such as text, images, programming code, links, both on and off the page and the entire site.

Positioning is the position on the page of results of searches carried out by users; a position that is assigned by the search engine through algorithms (intelligent functions whose purpose is to evaluate our content) that will assign the position based on the relevance of our content to the search carried out by the user.

A search that generally takes place using keywords, i.e. relevant keywords.

It therefore seems intuitive that, for both Google and Amazon, in order to obtain a good position in the search results, it is necessary to do quality work on what one intends to position.

Here is a summary image:

Amazon SEO


As explained in the introduction, search engines, in order to determine the position of a product or content within a search result, use intelligent functions that interpret content, score it and rank it; these functions are called Algorithms.

Amazon, like every search engine, has its own algorithm and it is called A10.

A10’s job is to analyze product pages, analyze seller statistics, user statistics in relation to the product (queries and ratings), and score and rank that product page in search results for important keywords related to the product in question.

To do SEO on Amazon, the A10 criteria on which one should work to optimize product cards are three:

  • On Page Criteria
  • Off Page Criteria
  • Back Page Criteria (both qualitative and quantitative)


The qualitative criteria to be optimized on a product page are:

  1. PRODUCT TITLE: metrics, keyword presence and completeness
  2. A+ CONTENTS: length, information relevance and keyword presence
  3. BULLET POINTS: information relevance, technical completeness, answers to quick questions
  4. PRODUCT IMAGES: at least 4 or 5, high quality for zooming, informative
  5. REVIEWS: rating from 1 to 5 stars

The title of a product on Amazon has first level relevance because, in a world where it has become difficult to distinguish one product from another, due to standardised supplies and production, the title helps the user to understand the brand and features.

This should make us immediately understand who is in charge on the product sheet.

So, the most important thing must be established when choosing the title: the composition.

Brand + Keyword + Use + Details and Specifications

Amazon is well aware that its critical issue is the loss of product identity, which is why it considers the presence of a Brand to be of primary importance, allowing the user to orientate himself in his choice and helping Amazon to reward brands that operate correctly.

Another important step in the composition of the Title is in fact the completeness of the information.

In fact, in order to increase the CTR (Click Through Rate, i.e. the percentage of users who click on the product after performing a search), it is important to provide all the relevant information within the title, taking into account the space from both desktop and mobile.

  • Bullet Points:

Once landed on the product tab, the average user does not stay longer than 2 minutes.

It is therefore important to be able to build a content strategy structured in such a way as to answer all possible doubts and provide all the information necessary for the choice in as little space as possible; in fact, the user tends to read little and quickly.

This is where bullet points come to the rescue: a summary structured in 5 points, with main information about the product immediately below the title and variants.

In order to make perfect use of these points, you need to know both your product and your audience really well, so that you can provide information that is technically necessary and information that might interest users.

  • Product Images:

If, as just mentioned, the user tends to read little, then it is easy to see how images become necessary and strategic to perform and sell.

Amazon sets some ground rules and likes other practices.

In particular it wants:

  • images with at least 1000px on the longest side with high resolution
  • first image with white background
  • at least 4 more images
  • at least one or two images with the product in use or set


The quantitative criteria to be optimized on a product card are:


About these Criteria we can actually say very little, in the sense that they are very much related to the Seller’s internal management.

We can certainly point out how much they are influenced by the quality of the work one does to push one’s articles.

In particular we find, among the directly related activities, Advertising, i.e. the set of paid sponsoring activities of one’s articles and one’s Brand.

In this respect, we recommend reading the article linked here.


Doing SEO on Amazon is not an easy thing; sure, seen for one product is certainly doable and with time you get the hang of it, but optimizing entire catalogues of 100-300 or over 1000 products is another matter.

In fact, expensive and complex programmes, copywriters and agencies come to our aid.

That is why we are pleased to explain and help professionals and brands to optimise their catalogues and achieve excellent results within a reasonable timeframe.


If your catalogue and your positioning need a boost and if we can make your work exceptional, don’t waste time asking our team for advice.

Selling has always been our business.

Contact us for free consultancy and start selling on online marketplaces!

Edited by Mario Coppola

ADV Manager, BrandOn Group