Amazon Listing Search Terms Optimization
Search terms optimization for Amazon listings
Amazon shoppers search with their own words, not yours. If your listing does not use the terms they type, Amazon has little reason to show your product.
Search terms optimization (STO) means finding those terms and placing them in your listing in the right places, while keeping the copy readable.
What is search terms optimization?
STO is the process of improving how your listing matches shopper queries so it appears in more relevant search results. It looks at keyword relevance, the title, bullets, description, images, reviews and backend keywords.
Keyword research
Everything starts with research. We find the terms shoppers use for products like yours, including variations, synonyms and long-tail phrases, then rank them by relevance and search volume.
Product title
The title carries the most weight. It should describe the product accurately, lead with your main keyword and follow Amazon's title guidelines for your category, including the character limit.
Bullets and description
Bullets and descriptions explain the product and add secondary keywords. We write them for the buyer first and the algorithm second.
Customer reviews
Reviews influence both ranking and conversion. We cannot buy or incentivize reviews, but we can help you build a compliant process: good product information, clear expectations and follow-up through Amazon's own review request tools.
A+ Content
A+ Content adds images and text modules to the product page. It supports conversion and gives you more room to explain the product in the words shoppers use.
Backend keywords
Backend keywords are search terms you enter in Seller Central that shoppers do not see on the page. We use them for synonyms, alternate spellings and terms that do not fit in the visible copy, while following Amazon's limits and rules. Amazon does not allow repeating terms or competitor brand names.
Next step
Search terms optimization works best alongside listing optimization and advertising. Tell us about your catalog and we will suggest where to start.
