Optimize Amazon Listings to Increase Sales and Visibility
Selling on Amazon is tough. Millions of products fight for attention. But if your listing shows up when buyers search, you win. Amazon SEO makes that happen. It helps your product rank higher and get more clicks. And for Amazon FBA sellers, it means more sales without extra work.
Amazon handles packing and shipping with FBA. Your job? Make sure people find your stuff. This guide walks you through nine clear steps. No fluff. Just what works in 2025.
Step 1: Find the Right Keywords
Buyers type words into Amazon’s search bar. Your product needs to match those words.
Start simple. Type your main product into Amazon. See what pops up in the dropdown. That’s what real people search.
Example: You sell a yoga mat. Type “yoga mat” and Amazon suggests “yoga mat thick” or “yoga mat non slip”. Write those down.
Next, check competitors. Look at the top five listings in your category. Copy their titles and bullet points into a tool like Helium 10 or Jungle Scout. These tools show search volume and competition.
Pick a mix:
- Short keywords like “yoga mat” (high traffic, hard to rank)
- Long keywords like “thick yoga mat for bad knees” (less traffic, easier to rank, more sales)
Focus on words that mean “I want to buy”. Think “best yoga mat for home” not just “yoga mat”.
One Amazon FBA seller added five long-tail keywords. Impressions went up 70% in a month.
Step 2: Write a Strong Product Title
Your title is the first thing buyers see. It’s also the first thing Amazon’s algorithm reads.
Keep it under 80 characters for mobile. Put the most important keyword first.
Good format:
Brand + Product + Key Feature + Size/Color
Example:
FitMat Pro Yoga Mat – 6mm Thick, Non-Slip, Eco-Friendly – 72″ x 24″
Don’t stuff keywords. Amazon ignores repeats. And buyers hate messy titles.
A clean title helped one Amazon FBA seller win the Buy Box 85% of the time.
Step 3: Use Bullet Points That Sell
Buyers scan. They don’t read walls of text.
You get five bullets. Make each one count.
Start with a benefit. Add proof.
Bad bullet:
“Durable material”
Good bullet:
✓ LASTS FOR YEARS – Made with tear-resistant NBR foam used by gym owners
Another example:
✓ NO SLIPPING – Grippy texture keeps you steady even when sweating
Include size, color, and use. Be specific.
Amazon FBA sellers who rewrote bullets like this saw conversion rates jump from 5% to 12%.
Step 4: Write a Clear Product Description
The description sits lower on the page. But it still matters.
Repeat your bullet points in full sentences. Tell a story.
Example:
“Working out at home shouldn’t hurt your knees. That’s why we made the FitMat Pro 6mm thick. It cushions joints without sinking. The non-slip surface grips the floor so you stay in place during downward dog.”
If you’re brand registered, use A+ Content. Add images, charts, and comparisons. Listings with A+ Content convert 5–10% better.
Don’t stuff keywords here either. Write for people.
Step 5: Fill Backend Search Terms
Amazon gives you a hidden box for extra keywords. You get 250 bytes.
Use it for:
- Misspellings (yoga matt)
- Synonyms (exercise mat, fitness mat)
- Spanish terms if you sell in the US (esterilla yoga)
Write in lowercase. Separate with spaces. No commas.
Example:
thick yoga mat non slip eco friendly exercise mat 6mm fitness mat for home workout esterilla yoga
One Amazon FBA seller filled this field fully. Their product started ranking for 20 new terms in two weeks.
Step 6: Add Great Photos and Video
Photos sell. Bad photos kill sales.
Follow Amazon’s rules:
- Main image: white background, product fills 85% of frame
- At least seven images total
- 1000 pixels on the longest side
Include:
- Main product shot
- In-use lifestyle photo
- Close-up of texture
- Size comparison (next to a hand or phone)
- Infographic of features
- Packaging
- Before/after if applicable
Add a video. Show the product in action. Videos boost conversion by 20–30%.
An Amazon FBA seller added a 45-second demo. Sales rose 28% in 30 days.
Step 7: Get Reviews and Stay in Stock
Amazon’s A10 algorithm loves happy customers.
Ask for reviews the right way. Use Amazon’s “Request a Review” button 5–10 days after delivery. Don’t offer free stuff. That breaks rules.
Reply to negative reviews fast. Fix the problem. Offer a refund if needed.
Stay in stock. Going out of stock hurts rank.
Use Amazon FBA. Prime-eligible products rank higher.
One Amazon FBA seller kept 60-day stock levels. Their ranking held steady during peak season.
Step 8: Bring Traffic from Outside Amazon
Amazon rewards listings that get clicks from outside.
Share your listing on:
- Facebook groups
- Your email list
Run Google Ads to your listing. Use UTM tags to track.
Example link:
youramazonlink.com/?utm_source=google&utm_medium=ad
External traffic signals demand. Amazon pushes your listing higher.
An Amazon FBA seller drove 500 clicks from Instagram. They hit page one in 10 days.
Step 9: Track and Improve
Amazon SEO isn’t set-and-forget.
Check Seller Central weekly:
- Search Query Performance report
- Detail Page Sales
- Buy Box percentage
- Conversion rate
Use Amazon’s “Manage Your Experiments” to test:
- New titles
- Different main images
- Updated bullets
Keep what works. Drop what doesn’t.
One Amazon FBA seller tested two titles. The winner increased sales 18%.
Quick Templates to Use Today
Title Template
[Brand] [Product] – [Key Benefit], [Size/Color]
Example: FitMat Pro Yoga Mat – 6mm Thick, Non-Slip, Black
Bullet Point Formula
✓ [BENEFIT IN CAPS] – [Feature + Proof]
Example: ✓ NO KNEE PAIN – 6mm thick foam cushions joints, used by 200+ yoga teachers
Backend Terms Example (Yoga Mat)
thick yoga mat non slip 6mm exercise mat eco friendly fitness mat for home workout mat bag included esterilla yoga tappetino yoga matte yogamatte
30-Day Amazon SEO Plan
Week 1
- Research 50 keywords. Pick 10 long-tail
- Rewrite title and bullets
- Add 7 photos + 1 video
Week 2
- Fill backend search terms
- Request reviews from past orders
- Share listing in 3 Facebook groups
Week 3
- Launch $10/day PPC campaign (automatic)
- Add A+ Content if eligible
- Run 20% discount for 3 days
Week 4
- Check Search Query Performance
- Test new title with Manage Your Experiments
- Restock to 60 days
Repeat every month.
What’s New in 2025
Amazon keeps changing. Here’s what matters now.
Rufus AI Assistant
Amazon’s AI helps buyers search. Write titles and bullets like you’re talking to a friend.
Example: “Need a mat that doesn’t slip when you sweat? This one stays put.”
Sustainability Badges
Add “Climate Pledge Friendly” if your product qualifies. It shows up in search filters.
Video Shopping
Buyers watch videos in search results. Add a 30–60 second clip.
Amazon Posts
Like Instagram for Amazon. Post lifestyle photos weekly. Free traffic.
Common Mistakes to Avoid
- Stuffing keywords in titles. Looks spammy. Hurts clicks.
- Using low-quality photos. Blurry images kill trust.
- Ignoring mobile. 70% of buyers shop on phones.
- Forgetting backend terms. Wastes free ranking space.
- Stopping after launch. Rankings drop without care.
Tools You Need
| Tool | Use | Cost |
| Helium 10 | Keyword research, listing optimization | $39+/month |
| Jungle Scout | Competitor tracking | $49+/month |
| Canva | Infographics for A+ Content | Free |
| PickFu | Title and image testing | $50 per test |
| Seller Central | Free reports and experiments | Free |
Final Word
Amazon SEO isn’t hard. It’s consistent.
Start with one listing. Fix the title. Add better photos. Fill backend terms. Check results in two weeks.
Most Amazon FBA sellers give up too soon. The ones who keep tweaking win.
Your product deserves to be seen. Follow these steps. Watch sales grow.
