How To Improve Your Listings With Amazon SEO

Why Amazon SEO matters for your product listings

Amazon isn’t like Google. It doesn’t want to show users content – it wants to sell them products. That means your listings need to convince both Amazon’s algorithm and your customers.

A well-optimised listing helps you:

• Appear higher in search results
• Attract more clicks
• Improve conversion rates
• Reduce returns with clearer product info

And it’s not just about visibility. Strong SEO leads to higher trust, fewer returns, and better customer satisfaction. The clearer and more helpful your listing, the more likely a buyer is to make a confident purchase.

Start with smart Amazon keyword research

Keywords are the foundation of Amazon SEO. These are the words your customers type into the search bar when looking for a product like yours.

Tools and tactics for finding the right terms

• Use Amazon’s search bar: Type in a product name and look at the autocomplete suggestions. These reflect popular searches.
• Check competitor listings: See what words your top competitors use in their titles and descriptions.
• Use keyword tools: Tools like Helium 10, Jungle Scout and Amazon’s own Brand Analytics help you find high-volume terms.

Once you’ve got your keyword list, focus on relevance and search volume. Don’t just pick popular terms – make sure they match your product.

You should also consider buyer intent. A term like “cheap phone case” might have volume, but could lead to lower conversions if your product is premium-priced. Choose keywords that attract the right audience.

Optimise your product titles for relevance and reach

The title is the most important part of your Amazon listing. It’s what customers see first, and what Amazon’s algorithm reads first.

Best practices for Amazon titles:

• Include your main keyword near the start
• Add relevant info like size, quantity, and colour
• Avoid ALL CAPS or keyword stuffing
• Use proper punctuation and spacing

A good title not only improves search visibility but also sets the tone for trust and professionalism. You want buyers to feel confident right from the first glance.

Write compelling bullet points and descriptions

Your bullet points and product description help you close the sale. This is your chance to convince customers to choose you.

Highlight key features in bullet points

Bullet points should be short, sharp, and informative. Use them to highlight features, benefits, and common customer concerns.

Top tips

• Start each point with a capital letter
• Use 5 bullet points per product
• Focus on benefits as much as features
• Answer common buyer questions

Example

• Long-lasting 20hr battery, perfect for all-day use
• Lightweight design that fits comfortably
• Works with iPhone, Android and other Bluetooth devices
• Includes charging case with LED indicator
• UK-based support and 1-year warranty included

Think of bullet points as your pitch. They should be easy to skim, full of useful info, and written with your customer in mind.

Tell a story in your product description

The product description is where you expand on your bullet points. Add a touch of personality, explain how it solves a problem, and add trust signals.

Don’t forget to include:

• Your secondary keywords (naturally!)
• Customer-focused language (“you”, “your”)
• Short paragraphs and line breaks for readability

You might also consider adding a short story. Describe a scenario where someone uses your product and benefits from it. This builds a stronger emotional connection.

Use backend keywords the right way

Backend keywords aren’t visible to customers, but they’re still read by Amazon. Think of them as hidden tags that help with visibility.

How to get them right:

• Don’t repeat words already used in your title
• Add alternative spellings or synonyms
• Avoid commas and keep it natural
• Stick to 250 bytes per field

These keywords help Amazon connect your listing with more search terms without cluttering up your customer-facing content.

For example, if you sell trainers, add sneakers or running shoes in the backend. This way, you catch different search habits across the UK and abroad.

Improve your listing visuals for more clicks

Images play a massive role in conversion. Strong visuals can boost clicks, reduce uncertainty, and build trust.

Image best practices:

• Use at least 6 high-quality images
• Show the product from different angles
• Include a lifestyle shot (product in use)
• Use infographics to highlight features

Think of images as a virtual showroom. Your pictures should answer questions, show scale, and present the product in action. If your product is wearable, show it being worn. If it’s functional, show it being used.

Consider using Amazon A+ Content if you’re a registered brand. This lets you add videos, comparison tables, and extra visuals. Enhanced visuals can increase conversions by up to 10%.

It’s all about consistency within your strategy

Improving your Amazon listings takes strategy, consistency, and the right tools. But once you’re ranking higher and converting more visitors, the results speak for themselves.

If you’re ready to give your Amazon listings the boost they deserve, Bulldog Digital Media is the right place. At Bulldog, we don’t just write listings. We research, optimise, and track every product to ensure long-term performance.