The Ultimate Guide to Amazon SEO: Everything You Need to Know in 2025 to Dominate Amazon Search

Amazon isn’t just where people shop. It’s where they search. 

According to NIQ, more than 60% of consumers now choose Amazon over major search engines like Google to begin their online shopping journey, and roughly 80% of all purchased products come directly from the top 10 search results. So optimizing your visibility on Amazon’s platform has never mattered more. 

If your listings aren’t optimized for Amazon’s search engine, you’re essentially invisible to millions of potential customers.

In this comprehensive guide, we’ll demystify Amazon search engine optimization (SEO) and take you step by step through the strategies and tools that are required to boost your product rankings, drive higher conversions, and outmaneuver the competition.

By the end of this journey, you’ll understand how Amazon’s algorithm ranks products, how you can leverage keyword research effectively, how to optimize your product listings for maximum performance, and how to measure Amazon success using the most powerful analytics tools available. Whether you’re new to selling on Amazon or a seasoned vendor who’s aiming to improve your market share, this guide will equip you with actionable insights to dominate Amazon search results in 2025 and beyond.

Note: Most of these SEO strategies will apply to you whether you’re selling through Amazon Seller Central or operate as a first-party vendor via Amazon Vendor Central, though Vendor Central users may have different levels of control over content updates and pricing. 

• What Is Amazon SEO?

• Understanding Amazon’s Algorithm: Unlocking the Secrets to Higher Rankings

• Amazon SEO vs. Google SEO: Mastering the Crucial Differences to Skyrocket Sale

• How Does Amazon SEO Work?

• Amazon SEO Strategies to Improve Your Rankings

• Amazon SEO Performance Measurement and Reporting

• Essential Amazon SEO Tools: The Must-Have Tech Stack for Marketplace Success

• FAQ 

Amazon SEO involves strategically optimizing your product listings, including titles, descriptions, images, keywords, and pricing, to appear prominently when shoppers search on Amazon. Unlike traditional SEO, which targets broad, informational queries on platforms like Google, Amazon SEO is laser-focused on one goal: capturing buyers at the precise moment they’re ready to purchase. 

Think of Amazon SEO as your virtual shelf placement. It positions your products directly in front of motivated shoppers, which boosts visibility, drives conversions, and ultimately drives more revenue. 

Why Is Amazon SEO Important? 

Amazon SEO is critical because 80% of all purchased products come from the top 10 search results on Amazon. So if your product isn’t on the first page, you’re essentially invisible. That’s why mastering Amazon SEO isn’t optional; it’s mission-critical. 

Effective Amazon SEO doesn’t just increase clicks. It accelerates sales velocity, builds stronger product reviews, and establishes lasting authority in your product niche. In short, investing in Amazon SEO is your most powerful strategy to dominate competitors and thrive in the world’s largest online marketplace. 

In the words of Neil Patel: “Amazon isn’t just an e-commerce platform. It’s a search engine with its very own algorithm.” 

Before you can rise the ranks in Amazon search results, you first need to understand what drives Amazon’s product rankings in the first place. At the heart of Amazon search is the powerful, continually evolving A10 algorithm. By decoding its key ranking factors and keeping pace with ongoing algorithmic changes, you’ll position your products exactly where customers are most likely to click and buy. 

How Does the Amazon A10 Algorithm Work? 

Amazon’s A10 algorithm ranks products based on several key factors, including the following: conversion rate (how often customers buy after viewing), sales velocity (consistent strong sales), customer reviews and ratings, relevancy of your keywords and listing, and customer experience factors like pricing and fulfillment speed.

• Conversion rate:
  As Robyn Johnson, co-founder of Marketplace Blueprint, wrote in Search Engine Land, “Amazon’s search engine operates unlike any other, prioritizing conversions over clicks.” How often customers purchase your product after viewing your listing directly impacts your ranking. High conversions signal to Amazon that your product satisfies customer needs, which makes it deserving of a top spot.
   

• Sales velocity:
  Amazon loves momentum, so products that consistently sell well are prioritized. Achieving sustained sales velocity demonstrates popularity, which prompts Amazon to reward you with increased visibility.
   

• Customer reviews and ratings:
  Positive customer reviews and high star ratings significantly boost your credibility and trustworthiness. Amazon’s algorithm heavily weights authentic feedback, so this is a crucial area to manage proactively.
   

• Relevancy signals:
  Amazon’s algorithm scrutinizes the relevance of your product titles, descriptions, backend keywords, and product categories. Ensuring tight alignment between customer searches and your listings will catapult your products to the top.
   

• Customer experience factors:
  Elements like product availability, pricing competitiveness, fulfillment speed (particularly via Fulfillment by Amazon), and return rates also influence rankings. Providing exceptional customer experiences ensures higher positions and sustained success. 

It’s also worth noting that while traditional ranking factors still play a big role, external traffic has become a driver of Amazon rankings. If your product is gaining attention from outside sources, Amazon is more likely to reward it with a visibility boost. 

Why Algorithmic Changes Are Critical (and How to Stay Ahead) 

Amazon continually refines its algorithm to enhance customer satisfaction, prioritize authentic content, and drive marketplace efficiency. Recent updates that emphasize the user experience, genuine reviews, and conversion-centric product listings clearly demonstrate Amazon’s unwavering commitment to quality. 

But how do you proactively stay ahead of these frequent algorithmic shifts? Here are some steps you can take to ensure your listings remain optimized: 

• Regularly review Amazon’s policy updates.
  Stay informed by regularly checking the Amazon Seller Central News section, where Amazon announces policy and algorithm updates that directly impact rankings.
   

• Monitor performance metrics closely.
  Keep an eye on key metrics like conversion rate, unit session percentage, and customer return rates in Seller Central’s Business Reports. Sudden changes here can indicate shifts in Amazon’s ranking criteria.
   

• Implement ongoing A/B testing.
  Continuously optimize your listings using Amazon’s Manage Your Experiments (MYE) tool to test variations of titles, images, bullet points, and pricing. Regular testing helps you quickly adapt to algorithm changes by identifying what resonates best with Amazon’s evolving criteria.
   

• Engage actively with customer feedback.
  Respond promptly and constructively to customer reviews and questions. Authentic engagement signals to Amazon that you’re committed to a positive customer experience, which boosts your credibility and ranking potential.
   

• Leverage competitive analysis tools.
  Tools such as Helium 10, Jungle Scout, or SmartScout provide real-time competitive insights that can help you identify changes in competitor rankings and adapt your SEO strategy accordingly. 

By proactively following these tips, you’ll ensure your Amazon listings go beyond withstanding algorithmic changes and actually capitalize on them so you can solidify your competitive edge and maximize your sales potential. 

Amazon SEO and Google SEO both aim to boost visibility, but their strategies and objectives couldn’t be more distinct. 

Google SEO is designed around capturing broad informational searches (users looking for knowledge, answers, or solutions) with a strong emphasis on content quality, backlinks, website authority, and overall domain credibility. Success on Google is a marathon and relies heavily on nurturing trust and authority over time. 

In stark contrast, Amazon SEO is all about immediacy and conversions. When shoppers land on Amazon, they’re usually not casually browsing; they’re primed and ready to make a purchase. Amazon’s algorithm prioritizes transactional intent and rewards products that demonstrate high relevancy, exceptional conversion rates, rapid sales velocity, and stellar customer satisfaction. Factors like keyword-rich product listings, persuasive copy, optimized pricing, and swift fulfillment (especially through Fulfillment by Amazon) significantly outweigh traditional SEO practices like content length or external backlinks. 

This fundamental distinction makes it critical to approach Amazon SEO with a laser-sharp focus on optimizing every aspect of your product listing for immediate purchase intent. The faster and more clearly you signal relevance and value to your prospective buyers, the more prominently Amazon will showcase your products. Mastering this core difference empowers you to effectively capture customers at precisely the moment they’re most motivated to buy, which drives higher rankings, increased sales, and long-term success in Amazon’s fiercely competitive marketplace. 

Amazon SEO works by strategically positioning your products exactly where buyers are looking—not just appearing in search results. To fully leverage Amazon’s powerful search ecosystem, it’s critical to understand and optimize four core areas.

The 4 Pillars of Amazon SEO 

1. Amazon Search Box

The journey starts the moment customers type into Amazon’s search box. This is your first and most crucial opportunity to align your products with their intent. 

• User intent: Shoppers on Amazon typically search with a clear intention to buy, so it’s essential to identify and leverage high-converting keywords.

• Strategic keyword targeting: Use robust keyword research tools (like Helium 10 or Jungle Scout) to pinpoint the exact phrases customers are using when looking for products similar to yours. Optimizing your listings around these precise, intent-driven queries significantly boosts visibility and relevance. 

2. Search Filters

Filters help shoppers narrow their search, so accurate categorization is vital if you want to be visible to prospective customers. 

• Accurate categorization: Select the most relevant Amazon product categories to ensure your listings appear in refined, filtered searches. Misclassification could render your products invisible.

• Product attributes: Clearly specify product attributes such as color, size, material, brand, and price range. Comprehensive, accurate information improves your discoverability in filtered searches and captures buyers who are actively narrowing down their options. 

3. Search Results

Visibility in Amazon’s crowded marketplace hinges on your listings standing out in organic results. 

• Strategic listing optimization: Employ clear and concise titles, persuasive bullet points, engaging product descriptions, high-quality imagery and video, social proof, and relevant backend keywords. Each of these elements directly impacts how prominently your products appear in Amazon’s search results.Just be mindful not to go overboard and completely keyword-stuff your listing titles. As the founder and CEO of SmartScout, Scott Needham, says: “If you look at products with monthly sales above 10K, they simply don’t need keyword stuff. They have social proof and recognition and will benefit from clarity for the many customers who see their products.”

• Ranking signals: Optimize factors that Amazon heavily weighs, including conversion rates, competitive pricing, positive reviews, fast fulfillment (particularly via FBA), and consistent sales velocity. Doing so will help you outrank competitors in organic listings. 

4. Sponsored Products and Advertising

Organic ranking is vital, but paid visibility through Amazon Sponsored Products ensures your products are instantly seen by motivated buyers. 

• Targeted Amazon PPC: Leverage Sponsored Products campaigns to strategically boost visibility and drive immediate sales. Precisely targeted advertising ensures your products appear at the top of relevant searches, which complements your organic optimization strategy.

• Integrated advertising and SEO: Align your sponsored product keywords and backend organic keywords to enhance relevancy and, in turn, drive higher conversions and stronger overall rankings. 

Mastering these four pillars of Amazon SEO creates a seamless pathway from initial search to final purchase. By meticulously optimizing each stage, you’ll not only increase visibility, but also significantly boost your conversions and dominate your niche on Amazon. 

How Does Amazon Rank Products in Search Results? 

Amazon’s search rankings aren’t random; they’re meticulously calculated based on performance and customer behavior metrics. Understanding the ranking system Amazon uses will give you a powerful edge in the race for visibility. 

Best Sellers Rank (BSR): Your Long-Term Success Metric 

The Best Sellers Rank provides a broader view of your product’s sales performance over time within specific categories and offers valuable insights into sustained popularity and competitiveness. 

• Historical sales performance:
  BSR takes into account longer-term sales trends. It smooths out short-term fluctuations to reflect a product’s overall sales stability and popularity within its category.

• Influence on customer trust:
  A strong BSR enhances credibility and customer confidence. Shoppers frequently rely on BSR as a quick reference to gauge product popularity and quality before making purchasing decisions. 

Mastering Amazon SEO isn’t about luck. It’s about deploying precise, targeted, and actionable strategies. Follow these detailed best practices to rapidly increase your visibility, drive sales, and dominate your Amazon category. 

Keyword Research 

Keywords are the cornerstone of your Amazon SEO strategy. Choosing the right keywords ensures your product appears exactly where customers are searching. Here’s how to get keyword research right: 

• Identify high-intent keywords.
  Focus on relevant, buyer-driven terms that indicate strong purchase intent (e.g., “best wireless earbuds for running”). Tools like Helium 10 and Jungle Scout offer precise data on keyword volume, competition, and conversion potential. 

• Target long-tail keywords.
  Long-tail phrases (e.g., “organic protein powder vanilla flavor”) face less competition and often yield higher conversion rates than short ones. Prioritize these terms in your titles and backend fields to attract targeted, ready-to-buy traffic. 

• Leverage competitor keyword mining.
  Use keyword analysis tools to uncover which keywords your top competitors rank for. Strategically integrate these terms into your product listings and advertising campaigns to gain a competitive edge. 

• Align your SEO and pay-per-click (PPC).
  Ensure your backend keywords are mirrored closely in your Amazon PPC campaigns. Consistent keyword alignment enhances relevance, boosts quality scores, reduces PPC costs, and significantly improves overall rankings. 

Product Listing Optimization 

Your Amazon listing is your digital storefront. Make every word count in the following areas. 

• Product titles:
  Craft concise, benefit-driven titles with strategically placed primary keywords. Here’s the ideal title formula: Brand + Product + Key Features + Benefits (e.g., “EcoFit Yoga Mat—Extra-Thick Non-Slip Comfort Mat for Home and Gym”). 

• Product descriptions:
  Write informative, detailed, compelling product descriptions that clearly articulate benefits, solve customer problems, and naturally incorporate relevant keywords. Use persuasive language that evokes emotion and urgency. 

• Bullet points:
  Bullet points should highlight key selling points and emphasize how your product uniquely solves buyers’ pain points. Each bullet must be concise yet persuasive and loaded with the most impactful keywords and product features. 

• Backend keywords:
  Use the backend search term fields strategically by incorporating synonyms, spelling variations, and hidden competitive keywords to expand discoverability without cluttering your visible content. 

High-Quality Visual and Enhanced Content 

Strong visuals captivate attention, tell your brand’s story, and significantly boost conversions. 

• High-resolution images:
  Include professionally shot, high-resolution product images showing multiple angles, product packaging, lifestyle scenarios, and infographic-style callouts highlighting benefits and usage instructions. 

• Engaging video content:
  Video content dramatically increases customer engagement. Create compelling product demonstration videos or customer testimonials that clearly showcase product features, usage, and real-life benefits. 

• A+ Content:
  According to Amazon, A+ Content encourages repeat purchases and can increase sales by up to 8%. Optimize A+ Content to deliver a visually immersive experience. Combine attractive imagery, engaging storytelling, comparison charts, and customer-centric benefits to boost conversions.

Dynamic Pricing Strategies 

Price isn’t just about profit; it directly impacts rankings and conversions. 

• Monitor and adjust pricing regularly.
  Use automated pricing tools (like SellerApp or Jungle Scout) to monitor market trends and competitors’ pricing in real time. Adjust your pricing dynamically to remain competitive, accelerate sales velocity, and maintain Buy Box advantage. 

• Leverage strategic promotions and discounts.
  Offer limited-time deals, discounts, and coupons to increase short-term conversions, boost sales velocity, and elevate your product rankings. 

Conversion Rate Optimization (CRO) 

Conversion rate is a key ranking factor on Amazon. Optimize relentlessly. 

• Enhance customer reviews and ratings.
  Proactively request honest reviews from satisfied customers. Respond quickly to negative feedback to turn potential detractors into advocates and demonstrate your commitment to customer satisfaction. 

• Leverage conversion-focused copywriting.
  Use persuasive, solution-driven copy that directly addresses customer pain points and emphasizes unique selling propositions. Make buying irresistible by highlighting urgency, exclusivity, and compelling customer testimonials. 

• Accelerate sales velocity.
  Encourage rapid initial sales by leveraging Amazon’s Vine program for early product reviews or launching targeted PPC campaigns around key buying seasons to quickly build momentum. 

Amazon PPC Advertising 

Integrate organic optimization with targeted advertising to dominate Amazon search. 

• Targeted PPC campaigns:
  Strategically launch Sponsored Product ads to rapidly increase visibility, especially for new product listings. Target your most valuable, high-converting keywords aggressively.But be mindful of the volume of keywords you’re targeting. Here’s what My Amazon Guy, Stephen Pope, has to say:“If you’re cramming 50+ keywords into one campaign, you’re doing PPC wrong. Here’s why:👉 Your budget is spread too thin, and performance suffers.
  
  👉 It’s impossible to effectively manage that many keywords.
  Stick to 5-10 keywords per campaign and see better results.”

• Amazon Brand Ads and Sponsored Brands:
  Elevate brand awareness and conversions by running Sponsored Brand Ads to showcase your entire product line prominently at the top of search results. 

• Regular campaign optimization:
  Consistently review PPC analytics to refine targeting, optimize bids, remove low-performing keywords, and reallocate budgets toward the highest-performing terms. 

• PPC and SEO strategy integration:
  Closely link your PPC efforts with SEO insights. The search data you gain from PPC campaigns can powerfully inform and refine your organic keyword strategy and boost overall performance. 

By implementing these Amazon SEO strategies, you can position your products to dominate rankings, drive exceptional customer engagement, and consistently outperform the competition. 

Advanced Optimization Methods 

Take your Amazon SEO strategy from effective to exceptional. These advanced optimization methods go beyond basic keyword optimization to elevate your rankings, drive more conversions, and secure long-term marketplace dominance. 

Automation and Rigorous Testing 

In a marketplace as competitive and dynamic as Amazon, staying static means falling behind. Leverage these automation and experimentation tools to optimize relentlessly: 

• Automated pricing strategies:
  Use dynamic pricing tools (such as SellerApp or Jungle Scout) to adjust your prices in real time based on competitor behavior, demand shifts, and Buy Box competition. Automatically maintaining competitive pricing enhances conversions, sales velocity, and rankings.

• A/B split testing with Amazon’s Manage Your Experiments (MYE):
  Don’t guess. Test. Regularly run split tests on your product titles, bullet points, descriptions, images, and A+ Content using Amazon’s built-in MYE tool. Identify winning variations quickly, systematically optimize listings, and continuously increase conversion rates and rankings.

• Continuous listing optimization:
  Establish a structured process of frequent testing cycles (biweekly or monthly) to rapidly adapt to changes in consumer behavior or algorithm updates. Use real data to drive strategic listing refinements to maximize visibility and conversions.

• Voice search optimization:
  As voice-activated shopping grows through devices and digital assistants like Alexa, Siri, and Google Assistant, optimizing for voice search is a smart way to future-proof your Amazon listings. Focus on using conversational keywords, answering common customer questions clearly in your copy, and maintaining strong SEO fundamentals. Because voice assistants often pull from top-ranking results, listings that match natural language queries and rank highly will have a major advantage as voice shopping continues to expand. 

Fulfillment by Amazon (FBA) 

Amazon rewards products delivered through Fulfillment by Amazon due to the superior shipping speeds and customer experience it provides, including the following. 

• Enhanced Buy Box eligibility:
  FBA products win the Buy Box more often, which substantially increases conversion opportunities. Prioritize using FBA to secure prime visibility.

• Prime shipping advantage:
  Leverage FBA’s fast, reliable fulfillment service to improve customer satisfaction and reduce returns and negative feedback, both of which are crucial ranking factors.

• Improved ranking signals:
  Amazon’s algorithm heavily favors FBA products because of their proven consistency in meeting customer expectations. Using FBA strengthens your position significantly in organic search results. 

While FBA offers major SEO and Buy Box advantages, sellers can also choose Fulfilled by Merchant (FBM), where they handle storage, shipping, and customer service themselves. However, FBM listings typically need to work harder to compete on shipping speed, reliability, and customer satisfaction, which are key ranking factors in Amazon’s algorithm. 

Amazon Brand Registry 

Enrolling in Amazon Brand Registry unlocks critical SEO and brand management tools that directly amplify your listings’ performance. 

• Enhanced A+ Content and advanced analytics:
  Create premium A+ Content to deliver a richer, visually compelling buyer experience that’s proven to boost conversions. Additionally, access powerful analytics like Amazon Brand Analytics (ABA) to gain deep insights into customer search behaviors and refine keyword targeting with pinpoint accuracy.
   

• Direct responses to customer reviews:
  Brand Registry empowers you to proactively manage your brand reputation by directly engaging with customers who leave reviews. Quickly addressing negative reviews mitigates potential damage and demonstrates exceptional customer care, which enhances overall customer trust and listing attractiveness.
   

• Protection against competitors:
  Defend your brand by monitoring and reporting counterfeit listings or unauthorized sellers to ensure your authentic products maintain ranking strength and consumer confidence. 

By aggressively implementing these advanced Amazon optimization strategies — automated pricing, meticulous testing, strategic use of FBA, and Brand Registry tools — you’ll solidify your competitive advantage and consistently outperform rivals. 

Optimizing your Amazon SEO strategy isn’t a “set it and forget it” task. Continuous monitoring and analysis are essential to sustain your rankings and dominate the marketplace. Here’s exactly how to measure, analyze, and leverage your performance data effectively: 

Precise Keyword Tracking 

Knowing exactly how your products rank for key search terms allows you to quickly adapt strategies and secure top positions. 

• Regular keyword rank monitoring:
  Use robust keyword tracking tools like Jungle Scout Rank Tracker, Helium 10 Keyword Tracker, or AMZScout’s Keyword Position Tracker. These tools provide real-time visibility into your rankings for essential keywords to ensure you can quickly address drops and capitalize on upward trends.

• Identify keyword opportunities:
  Track not only your primary keywords, but also long-tail, competitor-driven, and seasonal keywords. Use ranking data to quickly optimize product listings, backend keywords, and PPC targeting for maximum visibility and conversions. 

Conversion Metrics Monitoring 

Conversion-focused metrics like the ones listed below provide critical insight into your products’ effectiveness at turning browsers into buyers. 

• Unit session percentage (conversion rate):
  Consistently monitor your unit session percentage (USP) through Seller Central’s Business Reports. A sudden drop in USP signals potential issues with listing content, price, images, or competition. Use this data proactively to adjust listings, images, prices, or PPC campaigns immediately.

• Sales velocity and traffic analysis:
  Monitor page visits, conversion rates, and sales velocity weekly. Identifying patterns early enables swift strategic adjustments to maintain optimal performance and rankings. 

Actionable Insights From Analytics Tools 

Amazon provides powerful analytics tools. Use them strategically to gain clarity and refine your optimization strategies. 

• Amazon Brand Analytics (ABA):
  Dive deep into customer behavior data provided by ABA to understand exactly how customers find and buy your products. Identify your top converting keywords, emerging customer preferences, and cross-selling opportunities to continually sharpen your listings and marketing strategies.

• Amazon search term reports:
  Regularly analyze search term reports from your PPC campaigns. Identify high-performing keywords for greater emphasis in your listings, uncover costly and low-performing terms to eliminate, and continuously refine your keyword targeting for peak ROI. 

Competitive Intelligence 

Stay a step ahead of the competition by systematically analyzing your competition with the following tools and strategies. 

• SmartScout and Competitive Intelligence Tools:
  Leverage sophisticated tools like SmartScout, Helium 10, or SellerApp to perform detailed competitor keyword gap analyses and uncover valuable terms competitors rank for but you don’t. Quickly integrate these into your SEO and PPC strategies to gain market share.
   

• Competitive analysis:
  Regularly benchmark your performance (pricing, reviews, conversion rates, sales velocity) against top competitors. Spot competitive threats early, and swiftly adjust your strategies, such as pricing promotions, PPC campaigns, or content enhancements, to maintain or regain your competitive edge. 

By consistently measuring, analyzing, and strategically acting upon your Amazon SEO performance metrics, you’ll maintain a decisive edge in the marketplace, maximize visibility, boost conversions, and ensure sustained success. 

To compete and win on Amazon, you need more than strategy. You need the right tools that give you actionable insights, automation capabilities, and data-driven clarity. Here are the essential Amazon SEO tools every serious seller should have in their optimization arsenal: 

Tools on Amazon 

Amazon Brand Analytics (ABA) 

What it does: Exclusively available to Brand Registered sellers, ABA delivers powerful insights into customer search behavior, purchase decisions, and competitor performance. 

Why it matters:  

• View Search Frequency Rank to identify the most popular keywords and optimize accordingly.  

• See ASIN-level comparisons for products customers considered but didn’t buy, which is vital for refining your listings and product positioning.  

• Discover which keywords are actually driving sales, not just traffic, so you can double down on conversion-first optimization. 

Pro tip: Use ABA to uncover “hidden gem” keywords that competitors overlook, especially high-converting, mid-volume terms with lower competition. 

Product Opportunity Explorer 

What it does: This tool gives you access to deep demand insights, niche trends, and emerging opportunities on Amazon. 

Why it matters:  

• Pinpoint underserved niches with high demand and low competition.  

• Get visibility into customer behavior across entire product categories.  

• Discover breakout keyword trends to inform new product development or listing updates. 

Pro tip: Use Product Opportunity Explorer during product research or pre-launch optimization to fine-tune your keyword targeting and positioning from day one. 

Amazon Ads and Manage Your Experiments (MYE) 

What they do: Amazon Ads supercharges product visibility through PPC campaigns, while MYE enables A/B testing for continuous listing improvements. 

Why they matter:  

• Run Sponsored Products, Sponsored Brands, and Sponsored Display ads to dominate both organic and paid search results.  

• Use MYE to split-test different titles, bullet points, and images so you can refine listings based on real buyer behavior.  

• Gain insight into what truly moves the needle on conversions and sales rank. 

Pro tip: Let your PPC data inform your organic SEO strategy. High-performing ad keywords often indicate strong purchase intent and should be integrated into your backend keywords and copy. 

Third-Party Tools 

Helium 10  

Helium 10 is an all-in-one platform with tools for keyword research, product tracking, listing optimization, PPC, and profitability. Use Cerebro for reverse ASIN lookup and Frankenstein to clean and optimize large keyword lists. 

Jungle Scout  

This tool is great for product research, competitor tracking, and keyword rank monitoring. It features tools like Keyword Scout, Listing Builder, and Sales Analytics. 

SellerApp  

SellerApp is known for advanced PPC automation, keyword intelligence, and profit analytics. This tool is ideal for scaling operations with AI-driven insights. 

SmartScout  

SmartScout is fantastic for competitor research, market share tracking, and discovering top-performing sellers and brands in any category. 

AMZScout  

AMZScout is especially effective for finding untapped keyword opportunities and analyzing niche saturation levels. 

Pro tip: Stack your tools based on your growth stage. Start with Helium 10 or Jungle Scout, and layer in SmartScout or SellerApp as your brand scales. 

Using these tools in tandem creates a powerful, data-backed feedback loop, which gives you continuous insight into what’s working, what’s not, and where to pivot. With the right tech stack, you’re not just guessing; you’re strategically dominating the marketplace. 

By comprehensively integrating these Amazon SEO practices and strategies, sellers can boost their visibility, conversions, and overall success on the e-commerce giant.

How can I improve my Amazon ranking? 

To boost your Amazon ranking, start by optimizing your product listings with relevant keywords, compelling copy, and high-quality images. Leverage Amazon PPC to drive initial traffic and increase sales velocity, and focus on collecting strong reviews to build social proof. Consistently monitor performance and adapt your strategy based on conversion data. 

What’s the best way to do keyword research on Amazon? 

The most effective keyword research starts with tools like Helium 10, Jungle Scout, and AMZScout, which reveal high-volume, high-converting search terms. Look for a mix of broad and long-tail keywords with buyer intent, and analyze your competitors’ top-ranking terms for additional insight. Regularly refresh your keyword list to stay aligned with market trends. 

How much does Amazon SEO cost? 

Amazon SEO costs can range from $0 (DIY strategies using Seller Central tools) to hundreds or thousands per month with premium tools and expert Amazon agency services. Tools like Helium 10 or Jungle Scout typically cost $39-$99 per month. Hiring an Amazon SEO agency can cost more but might offer higher ROI through hands-on optimization and management. 

Is Amazon SEO worth it in 2025? 

Absolutely! Amazon SEO is more valuable than ever in 2025. With competition continuing to grow and customer expectations rising, sellers who optimize effectively gain massive visibility advantages, increased conversions, and sustainable sales growth. Ignoring SEO now means falling behind your competitors. 

What’s the difference between Amazon SEO and Amazon PPC? 

Amazon SEO drives organic visibility, which helps your product rank higher in search results without paying per click. In contrast, Amazon PPC is a paid advertising strategy that places your products in prominent positions immediately but requires ongoing ad spend. Ideally, both work together: SEO for long-term growth and PPC for instant visibility and data-driven keyword insights. 

Does Amazon favor FBA sellers in search? 

Yes, Amazon’s algorithm tends to prioritize FBA products because they offer faster shipping, higher fulfillment reliability, and better customer service. FBA sellers are also more likely to win the Buy Box, which dramatically boosts conversions and organic rankings. Using FBA can be a strategic advantage, especially in competitive categories. 

How can I track Amazon SEO performance? 

Track your performance using tools like Jungle Scout Rank Tracker, Helium 10 Keyword Tracker, and AMZScout to monitor keyword rankings and traffic trends. Within Seller Central, review metrics like unit session percentage, sales velocity, and Business Reports. For deeper insights, use Amazon Brand Analytics (ABA) and Search Term Reports to refine your SEO strategy continuously.