What factors affect Amazon Ranking & SEO?

Amazon’s algorithm is secret and a mystery to most sellers. Nobody knows for sure exactly how to rank to the top of page 1 – but if you follow these simple guidelines you will definitely boost your rank higher.

A higher rank means more profits. In this article we cover our top secrets of Amazon SEO. 


A bad quality product leads to bad reviews – which ends up turning into a negative cycle of less sales and less reviews overall. 

Countless sellers have told me – having a high rated product with better quality then the customer expects – has also boosted their ranking.

Every review counts – and amazon factors in the return rate & defect rate into its ranking algorithm. Ensure you are making a high quality product from the outset. 


Amazon is a search engine – with warehouses to ship the goods. Most people think it is a product company. The first thing a user does is to type in a keyword on Amazon to search for the product they want to buy. 

The more keywords you cover in your listing, the more customers you can reach. It seems obvious, but most sellers fail to do detailed keyword research. Adding 3 to 5 new major keywords across your listing will bring a huge return on your investment.

Word Order 

Your title should start with the keyword and then you can describe the product in more detail.

Put your main keyword first at the start of your title. Keep the keyword together as one phrase. For example, if your keyword is silicone ice tray, then avoid using silicon six popsicle ice tray.

The word order used in your title and listing makes a big difference. Splitting the keyword affects the relevancy and search results. 

Search Terms 

Amazon is always changing the number of characters you can include in your search terms.

Start by putting in your most important keywords first, and then add additional keywords with low volumes as the long tail to draw in more traffic. 

It was 100 and now it’s 1000, so use this to include as many keywords that are relevant to your product and market as possible. Stuff it full.


Try to use 3 keywords in your title, starting with the most important to least important. Keep them as phrases and add descriptive text between them.

For example, if your main keywords are chopping board, chopping block and cutting mats, then your title might be something like: chopping board made of natural bamboo great value chopping block 3 pack includes small medium and large cutting mats. This way you have used all three keywords and the flow sounds natural to the user.


Make sure to include as many keywords as you can in your features.  

You also want to sell the benefits of your product in the features but what you also need to realize is that Amazon uses the text here as part of its ranking system.

You have a bit more space than the titles so try to add an extra 3 to 5 keywords to boost your visibility. 

Pay Per Click 

You can use pay per click not only to make sales but also to boost your conversion and ranking for your organic search results.

You should make sure you review your Ad performance every 2 weeks for maximum results. 

Optimize your listing so that your conversion on your ads is greater than 25%. If you’re on page 2 or below, properly optimizing your campaigns can help you to rank higher.

Stuff your manual PPC with as many keywords as possible relevant to your market. Move high-performing keywords into a separate campaign and increase the budget. 


Amazon wants to promote products that make customers happy. If you have a lot of returns or bad reviews, they will push your ranking down. Amazon doesn’t want to sell poor quality products to customers in case those customers don’t come back to Amazon.

The better your product quality, the better your product and seller reviews will be, and the higher you’ll rank in search results. That’s why it’s essential to monitor your quality before shipping into Amazon. 


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