Amazon search engine optimization (SEO)
Amazon search engine optimization (SEO) refers to a number of strategies you can use to improve product and brand visibility in Amazon search results.
We will discuss some of the resources available that can you help optimize your SEO strategies:
Amazon Brand Analytics:
Amazon Brand Analytics helps you make strategic decisions about your products and advertising by giving you access to aggregated customer and brand performance data. Brand Analytics is available to brands enrolled in Amazon Brand Registry. Brand Analytics helps businesses better understand their customers and brand performance through aggregated customer search and purchase data.
Example of available dashboards: Search Catalog Performance, Search Query Performance, Top Search Terms, Repeat Purchase Behavior, Demographics, Market Basket Analysis and Customer Loyalty Analytics
You can use these Brand Analytics dashboards to analyze sales metrics and gain insights into keywords, search impressions, purchases, and more. Let’s dive into the details.
Product Opportunity Explorer:
Product Opportunity Explorer is an Amazon ecommerce research tool that provides up-to-date data on trends in customer search patterns, product demand, and profitable niches. It refreshes niche information weekly, allowing Amazon sellers to identify unmet customer demand and find opportunities for new products or offers. You can use Product Opportunity Explorer to make informed decisions about what products to sell in the Amazon store.
Amazon Ads:
Advertising with Amazon Ads can help you reach customers at every stage of their journey. Our offerings help you achieve your advertising goals while helping customers find the products they're looking for.
You need a Professional selling account to use Amazon Ads tools, and your selling account needs to be associated with a brand enrolled in Amazon Brand Registry to use Stores, Sponsored Brands, or Sponsored Display.
Learn more about Amazon Ads using our detailed guide: Understanding Amazon Ads
Manage Your Experiments:
Manage Your Experiments is a tool that lets you test different versions of your product images, titles, bullet points, descriptions, and A+ Content—including Brand Story—to see what resonates with customers and drives the most sales. Use these data-backed insights to optimize your product detail page and help convert potential customers into buyers.
To access the Manage Your Experiments, you need a Professional selling account. You also need to be a brand representative for a brand enrolled in Amazon Brand Registry (login required).
A+ Content:
A+ Content is a tool that helps you showcase your products and share your brand’s story by adding videos, enhanced images, customized text placements, shoppable product-comparison charts, and more to your product detail pages. Use this tool to enhance your listings, drive brand awareness, encourage repeat purchases, and increase sales.
There are three types of A+ Content:
- Basic: Elevate your product descriptions and highlight key features with images, customized text placements, and shoppable product-comparison charts.
- Premium: Offer more engaging and informative product listings by adding larger images, videos, interactive hotspots that allow customers to hone in on product features, clickable image or video carousels, question and answer (Q&A) modules, and shoppable product-comparison charts.
- Brand Story: Share your brand's story, values, and mission across all your product listings. Located under “From the brand," your story can also help drive traffic to your brand by offering links to your Amazon Brand Store and other products in your catalog.
To use A+ Content, you need a Professional selling account. You also need to be a brand representative for a brand enrolled in Amazon Brand Registry (login required) or have generic products in your catalog.
