Search engine optimization (SEO, for short) is a way of making your website, product, or brand visible through search. This can occur through paid search ads or organically. If you are selling on Amazon, you need to implement strategies to have strong SEO on your listings so that customers can find you.
Without SEO, your product and brand will likely not be found.
Amazon’s search engine is called A9. Its rules are similar to Google’s, but have some important differences. The first step in having good SEO on Amazon is by looking at your listing copy. Think about how customers find you and what keywords they search. Make sure that you implement strong and relevant keywords in your listing title, bullet points, product description, and back-end search terms. With Amazon, you only need to include each keyword one time in the listing for it to be indexed. Multiple instances of the keyword in your listing will not strengthen its indexing.
After integrating keywords into your listing, use those strong keywords again with a paid search campaign. This will allow customers to find your product faster and help with building your organic ranking (aka search rank).
SEO in paid ads and your listings is an ongoing process. It’s important to run reports to see which keywords are working well, run A/B tests, and conduct further keyword research to continue building your sales and search rank over time.