Mastering Amazon SEO: A Beginner’s Guide for New Sellers

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Selling on Amazon is more than just listing products, it’s about being found. Amazon functions as a search engine, and understanding Amazon SEO (Search Engine Optimization) is key to boosting your product’s visibility and increasing sales. If you want to stay ahead, ranking higher in Amazon’s search results should be a priority.

Optimizing your product listings using Amazon SEO principles can:

  • Improve keyword search rankings
  • Increase conversion rates
  • Drive more sales

This guide breaks down key strategies, best practices, and expert tips to help new sellers optimize their product listings for maximum visibility on Amazon.


What is Amazon SEO and Why Does It Matter?

Amazon SEO is the process of optimizing product listings with relevant, high-traffic keywords to improve ranking in search results. Most shoppers don’t scroll past the first few pages, so higher-ranking listings get more visibility, and of course — more sales!

Why is Amazon SEO crucial? If your product isn’t optimized for search, you’re missing out on potential sales.

Amazon’s ranking algorithm (A9) considers factors like:

  • Keyword relevancy – Ensuring your listing matches what customers search for
  • Sales velocity – The speed at which your product sells
  • Conversion rate – The percentage of visitors who make a purchase

Mastering these factors gives your product a competitive edge.


Understanding Amazon’s A9 Algorithm

The
A9 algorithm determines which products appear at the top of search results. Unlike Google, which prioritizes information retrieval, Amazon focuses on commercial intent, showing listings most likely to result in a sale.

Amazon itself states that rankings depend on:

  • Text match – How well your listing matches the search query
  • Price & availability – Competitive pricing and stock levels
  • Selection & sales history – Past sales performance

This means that relevance + performance = higher rankings. Amazon continuously updates A9, prioritizing listings with strong conversion rates and consistent sales.

How to Rank Higher on Amazon

While Amazon doesn’t reveal every detail of its A9 algorithm, successful sellers know that certain key elements impact ranking.

1. Keyword Research: The Foundation of SEO

Keywords connect your product to customer searches. Without the right keywords, your listing won’t appear in search results.

Use keyword research tools to:

  • Identify high-traffic, relevant keywords
  • Find long-tail keywords (specific phrases with lower competition)
  • Analyze search volume & ranking potential

Where to Use Keywords in Your Listing

Amazon uses the information in your listing to understand your product, categorize it correctly, and display it to the most relevant customers. To maximize visibility and conversions, ensure you strategically place relevant keywords throughout your listing:

  • Product Title: This is the most important field for keyword placement. Include your primary keyword as close to the beginning as possible while maintaining a natural, readable structure. Your title should be clear, informative, and within Amazon’s character limit to avoid truncation.

  • Bullet Points: These should highlight key product features, benefits, and differentiators. Use a mix of primary and secondary keywords naturally to improve discoverability while ensuring readability. Focus on answering common customer questions and addressing pain points.

  • Product Description: This section should be persuasive and informative, providing deeper insights into your product. Use storytelling, benefits-driven language, and secondary keywords to enhance relevance. If eligible for A+ Content, leverage enhanced visuals and formatting to improve engagement.

  • Backend Search Terms: These are hidden but crucial for ranking. Use them to include additional relevant keywords that may not fit naturally in the visible parts of your listing. Avoid repetition and include synonyms, alternate spellings, and related terms to broaden search visibility.

Optimizing these elements with strategic keyword placement ensures that your product listing is both search-friendly and conversion-focused, increasing your chances of ranking higher in Amazon’s search results and driving more sales.

2. Sales Velocity: Why Faster Sales Matter

Sales velocity refers to the speed at which your product sells over a given period. Amazon prioritizes fast-selling products because they indicate strong demand, leading to higher rankings in search results.

How to Increase Sales Velocity:

  • Run limited-time promotions – Discounts, coupons, and Lightning Deals can create urgency and drive more purchases. 
  • Offer competitive pricing – Ensure your product remains competitively priced within your category to attract more buyers. 
  • Use Amazon PPC ads to drive traffic – Paid advertising can increase visibility and bring more potential customers to your listing. 
  • Optimize your listing for better conversions – High-quality images, compelling bullet points, persuasive descriptions, and strong reviews all contribute to a higher conversion rate.

By improving your sales velocity, you create a positive feedback loop — higher sales lead to better rankings, which lead to even more visibility and sales. Prioritizing strategies to increase sales speed can help you stay ahead of the competition in the Amazon marketplace.


3. Conversion Rate: The Secret to Higher Rankings

Amazon rewards listings with high conversion rates—the percentage of visitors who buy your product. A higher conversion rate not only improves ranking but also increases sales potential.

How to Improve Your Conversion Rate:

  • Use High-Quality Product Images: Amazon is a visual marketplace! Clear, professional photos help customers make informed buying decisions.
  • Write Clear, Keyword-Rich Titles: Your title should be concise yet informative, including essential keywords naturally.
  • Include Persuasive Bullet Points: Focus on benefits, not just features. Address pain points and show how your product solves customer problems.
  • Gather Positive Reviews & Ratings: Social proof builds trust and influences buying decisions. Encourage satisfied customers to leave reviews.
  • Keep Pricing Competitive: Customers compare prices, so ensure your pricing is in line with market expectations.
  • Ensure Fast Shipping Options: Amazon Prime eligibility significantly boosts trust and increases the likelihood of conversions.

To monitor your conversion rate, check Seller Central under: Reports → Business Reports → Detail Page Sales & Traffic → Unit Session Percentage.

Improving your conversion rate not only increases sales but also enhances your listing’s ranking, creating long-term success in the Amazon marketplace.


Amazon SEO: Do’s & Don’ts

✅ Do This for Better Rankings:

  • Use High-Quality Product Images: Professional and clear visuals attract customers and can significantly boost conversion rates.
  • Optimize Titles & Descriptions: Craft keyword-rich and persuasive titles and descriptions to improve search visibility and appeal to potential buyers.
  • Encourage Customer Reviews: Positive reviews build trust and can enhance your product's ranking. Encourage satisfied customers to share their experiences.
  • Offer Competitive Pricing: Pricing your products competitively increases the likelihood of winning the Buy Box, leading to more sales.
  • Track Keyword Rankings: Regularly monitor and update your listing's keywords to maintain and improve search ranking positions.
  • Run Amazon PPC Ads: Utilize Amazon's Pay-Per-Click advertising to drive targeted traffic and increase product visibility.


❌ Avoid These Mistakes:

  • Keyword Stuffing: Overloading your listing with keywords can make it less readable and may deter potential customers. Focus on natural integration of relevant keywords.
  • Ignoring Backend Keywords: Neglecting hidden search terms can limit your product's visibility. Ensure you utilize backend keywords effectively to capture additional search traffic.
  • Making False Claims: Exaggerated or unverified claims can lead to negative reviews and potential policy violations. Always provide accurate and truthful information about your products.
  • Neglecting Competitor Analysis: Failing to study top sellers can result in missed opportunities for improvement. Analyze competitors to identify successful strategies and differentiate your offerings.
  • Forgetting to Track Performance: Without regular performance analysis, it's challenging to identify areas for improvement. Utilize analytics tools to monitor your listings and make data-driven adjustments.


By adhering to these guidelines, you can enhance your product listings, improve search rankings, and drive increased sales on Amazon.


Rank Higher & Sell More

Amazon SEO isn’t a one-time task but an ongoing process. By optimizing your product listings with the right keywords, improving conversion rates, and increasing sales velocity, you’ll build a strong foundation for success.

Want an easier way to manage your Amazon SEO? Chief Marketplace Officer’s team of experts are available to  help sellers like you become an A-player in Amazon. Reach out here or book a zoom call  today.

With the right strategy, your products can
rank higher, get more clicks, and make more sales. Start optimizing today and watch your business grow with CMO!




A logo for do 's and don 'ts with a green check mark and a red cross.
By William Fikhman April 15, 2025
In today’s hyper-competitive ecommerce landscape, where Amazon dominates as the go-to destination for online shopping, customer service isn’t just a perk – it’s a core pillar of brand protection and long-term success. Every message, reply, and interaction is a direct reflection of your brand. Get it right, and you earn loyalty. Get it wrong, and you invite returns, negative reviews, and even account risks. At CMO, we’ve helped hundreds of Amazon sellers scale their operations and avoid costly mistakes, and one of the biggest recurring issues we see is poor customer support. So if you’re serious about protecting your account health, maintaining your seller metrics, and keeping your customers happy, here are the must-know do's and don’ts of Amazon customer service. What is Customer Support for Amazon FBA Sellers? "Doesn’t Amazon handle customer service for FBA orders?" Technically, yes – but only to a point. Amazon will manage logistics-related inquiries, such as shipping times and returns. However, the bulk of pre-sale and post-sale support still falls on you . That includes answering product-specific questions, clarifying usage, troubleshooting post-delivery issues, and even reassuring hesitant shoppers before they buy. In other words, if you're not actively managing your customer experience, you're risking: Bad reviews High return rates Lost sales Long-term account health issues The Benefits of Positive Customer Support Exceptional support doesn’t just prevent problems. It actively boosts your brand. Increases positive reviews : Happy customers are far more likely to leave glowing feedback. Drives word-of-mouth marketing : Delighted shoppers love to share good experiences. Reduces returns : Most return requests are a result of confusion, not dissatisfaction. Clear communication solves that. Boosts conversions : Prompt answers can help close a sale that would have otherwise gone to a competitor. Improves account health : Amazon metrics like Order Defect Rate (ODR) depend on satisfied customers. Do: Prioritize Fast Response Times Speed matters. In a world where most people get Amazon deliveries in less than 48 hours, slow replies feel out of touch. Aim to respond to all customer inquiries within 24 hours – and faster if possible. Pre-sale questions should be top priority, as these directly affect conversions. Even if you don’t have the answer yet, a simple message like, "Thanks for reaching out! I'm looking into this and will follow up shortly," goes a long way. Don't: Send rushed, low-effort responses just to meet time requirements. Customers can tell when you're phoning it in. If you need more time, say so – then follow through. Do: Hire Customer Support Reps as You Scale Your time is valuable. As your store grows, the last thing you want is to spend hours answering customer messages when you should be focusing on strategy, marketing, and sourcing. Professional customer support reps can: Increase efficiency Improve response quality Boost customer satisfaction Prevent burnout Don't: Try to do it all yourself forever. And don’t hire cheap overseas labor without proper training – low-cost support often results in low-quality experiences that cost you more in the long run. Do: Use an Autoresponder to Acknowledge Messages Autoresponders are a simple, effective way to let customers know you've received their message. This provides reassurance, sets expectations, and buys you time to write a thoughtful reply. A good autoresponder might say: "Thanks for reaching out! We received your message and will get back to you within 24 hours. In the meantime, here’s a link to our FAQ that might have what you need." Don't: Leave customers in the dark with silence. That’s a surefire way to spark impatience and, eventually, negative feedback. Do: Create Templates for Common Questions Streamline your process. If you get the same 10 questions every week, it makes sense to have high-quality, pre-written responses ready to go. Templates for shipping, product use, compatibility, and troubleshooting can save time and keep responses consistent. Don’t: Use templates as a crutch. Customers can spot copy-paste jobs a mile away. Always customize your response to match their question. Do: Show Empathy – Especially with Upset Customers Empathy builds trust. Customers don’t just want a refund or replacement – they want to be heard. When someone is upset, acknowledge their frustration and show you care. "I completely understand how frustrating that must be. I’d be upset too. Let’s work together to find a solution." This simple human touch diffuses tension and opens the door for resolution. Don’t: Get defensive. Avoid blaming the customer or minimizing their experience. Your job is to fix the problem, not argue. Do: Personalize Every Interaction Personalization is powerful. Refer to the customer by name. Reference the exact product they bought. Mention specific details from their message. These little touches show you’re paying attention. Example: "Hi Sarah, I saw your question about the 12-piece kitchen set you ordered last week. I'm so sorry to hear a piece was missing." Don’t: Treat all customers like ticket numbers. Generic, impersonal messages damage your reputation. Do: Add Customer Q&A to Your Listings If multiple people are asking the same question, that’s a sign your listing needs an update. You can preempt common objections and concerns by answering them directly in your bullet points or A+ Content. This also boosts conversion rates, as hesitant shoppers can find reassurance before they reach out. Don’t: Let your listing gather dust. Update it regularly based on real customer feedback. Do: Cross-Sell When Relevant Smart support agents don’t just solve problems – they grow revenue. If someone asks about a backpack’s compatibility with a laptop sleeve you also sell, let them know. If they love your product, recommend the next item in the bundle. Don’t: Push products just for the sake of it. Cross-selling should feel like help, not a hard sell. Bonus Tips for Amazon Customer Service Excellence Document Everything : Keep records of all customer conversations in case of A-to-Z claims or chargebacks. Use Buyer-Seller Messaging Properly : Stay compliant with Amazon's policies. Avoid promotional content or outside links. Monitor Feedback Daily : Resolve issues quickly to maintain a strong seller rating. Learn From Negative Reviews : Every 1-star review is an opportunity to improve your product or service. Final Thoughts At CMO, we always remind our clients: your Amazon business is only as strong as your customer support. Support is more than an afterthought. It’s a marketing channel. A retention tool. A reputation builder. A safety net against returns and poor reviews. If you want to stay competitive in the Amazon marketplace, customer service must be built into your operations from Day 1. Whether you’re a new seller or a top 1% brand, these do's and don’ts should guide your every customer interaction. Need help building a customer support system that scales with your brand? Contact CMO here and let’s elevate your Amazon presence the right way.  Let’s protect your brand, grow your reviews, and keep your customers coming back.
A blue background with the word ppc on it.
By William Fikhman April 15, 2025
Amazon has become the go-to marketplace for both shoppers and sellers. But as the competition intensifies, simply having a great product and a well-optimized listing isn’t enough. To win the digital shelf and convert clicks into customers, Pay-Per-Click (PPC) advertising is essential. However, effective Amazon PPC management is a full-time job. With constant algorithm updates, shifting bid strategies, keyword research, campaign structuring, and performance tracking, it’s easy for sellers to get overwhelmed — or worse, burn through ad spend without a positive return. That’s where outsourcing comes in. Whether you're considering a specialized virtual assistant (VA) or a professional agency, handing over your PPC efforts to experts is one of the smartest long-term investments you can make. Here’s why. 1. You’ll Get a Strategy — Not Just Ads Most DIY advertisers focus on basic tasks like running Auto campaigns or targeting high-volume keywords. A PPC expert does more than just place ads — they build strategies. When you outsource to an agency or specialist VA, you gain access to structured plans built around: Product lifecycle (launch, growth, maturity) Profitability goals Inventory health Market trends Strategic campaign layering (branded, competitor, category), dayparting, negative keyword sculpting, and advanced tactics like Single Keyword Campaigns (SKAGs) become part of the plan — driving precision and performance. 2. Cost Efficiency: Save More by Spending Wisely Ironically, many sellers resist outsourcing due to cost, but it’s usually DIY campaigns that result in wasted spend. A poorly managed PPC account can eat up profits through: Irrelevant clicks Poor keyword targeting Overbidding or underbidding Ignoring seasonal trends PPC experts know how to maximize every dollar . They focus on ACoS (Advertising Cost of Sales) and TACoS (Total Advertising Cost of Sales) to ensure profitability — not just visibility. In many cases, outsourcing reduces your total ad spend while increasing sales volume, because the ad dollars are being used more effectively. 3. Time is Money: Free Yourself from the Dashboard How many hours per week do you spend: Pulling reports? Checking keyword performance? Adjusting bids? Launching campaigns? These tasks add up fast — especially if you’re juggling inventory management, customer service, listing optimization, and logistics. Outsourcing frees up your time so you can focus on scaling your business, sourcing new products, or even just taking a breath. 4. Stay Ahead of the Curve with Expertise and Tools PPC platforms evolve constantly. Amazon adds new ad types like Sponsored Display, changes to targeting options, or introduces programmatic features — and sellers who don’t adapt fall behind. An agency or seasoned VA is constantly learning, testing, and optimizing. They often have access to: Premium tools like Helium 10, Pacvue, Perpetua, or DataHawk Automation scripts for bid optimization Competitive intelligence platforms Internal Amazon beta programs Keeping up with these trends on your own is a full-time job. Let the pros stay ahead so you don’t fall behind. 5. Better Decisions with Data-Driven Insights PPC management isn’t guesswork. Expert managers track and analyze data relentlessly to drive better decisions. They dive deep into: Keyword conversion rates Search term reports Placement analytics Ad group structure performance A/B testing results This data informs decisions not only for PPC but also for your product listings , pricing , and even inventory forecasting . With the right team, your PPC efforts become an integrated part of your overall business strategy — not just an isolated channel. 6. Custom Campaigns for Every Product Different products require different PPC approaches. Launching a new ASIN, pushing a slow mover, or defending your brand all demand unique strategies. A specialized VA or agency can tailor: Aggressive launch strategies with low ACoS goals Defensive campaigns to fend off competitors Long-tail keyword strategies for niche products Seasonal promotions and lightning deal amplification These nuances make the difference between an okay campaign and a highly profitable one. 7. Scalability Without Growing Pains As your catalog grows, managing PPC in-house becomes exponentially harder. More ASINs mean more campaigns, more keywords, and more data to analyze. An outsourced team is built to scale with you. Whether you're adding 10 new SKUs or launching in a new marketplace (like Amazon UK or CA), they can expand your ad strategy without a hitch — ensuring performance doesn’t drop as your store grows. 8. Gain an Edge with Cross-Functional Support Some agencies go beyond PPC — offering cross-functional support like: Listing optimization (images, copy, A+ content) Brand storefront design DSP advertising (Demand Side Platform) External traffic strategies (Google Ads, influencers) Brand protection services This full-service model means your advertising doesn’t exist in a silo. Everything works together to drive growth — from your keywords to your creative to your brand integrity. 9. Avoid Costly Mistakes and Amazon Violations Amazon has strict advertising policies. One mistake — like using restricted keywords or violating category rules — can get your ads suspended, or worse, get your account flagged. PPC professionals know how to operate within Amazon’s rules while pushing the envelope to win market share. They can also navigate ad suspensions or technical issues faster than a solo seller fumbling through support tickets. 10. Peace of Mind = Better Business Decisions Lastly, outsourcing gives you peace of mind . Instead of stressing over ACoS or chasing keyword changes, you can make confident, data-driven decisions about your business. You’ll know your ads are in good hands — and that your PPC engine is driving profitability, not draining it. In Conclusion Amazon PPC is no longer a set-it-and-forget-it game. It's a fast-paced, data-heavy, constantly evolving battlefield. If you want long-term success — not just short-term wins — investing in expert PPC management is one of the smartest decisions you can make. Whether you go with a boutique agency or a trusted VA, outsourcing your PPC is about more than delegation — it’s about elevating your brand , improving margins, and freeing your time to focus on growth. Don’t Wait Until It’s Too Late. Let CMO Secure Your Brand Today. 🔒 Book a FREE Consultation with CMO to discuss how we can: ✔️ Enroll you in Amazon Brand Registry , Transparency & Project Zero ✔️ Remove unauthorized resellers and counterfeiters ✔️ Ensure your brand is protected with an expert-led strategy 📞 Schedule Your Free Strategy Call Now! 👉 Your brand’s success starts with protection. Let CMO handle the hard work while you focus on growing your Amazon business. #AmazonBrandProtection #BrandRegistry #CMOServices #IPProtection #EcommerceSecurity #ChiefMarketplaceOfficer #CMO