• Janis Boss

Amazon SEO optimization guide – How to add keywords to Amazon product listing content

Amazon SEO strategy is an essential part of growing your business on Amazon. It will help you increase traffic to your listings which in turn will generate more sales. The equation for the number of orders in its simplest form consists of just two factors. And if you will increase any of them, you will see an increase in orders.

[Traffic to your listing] X [Conversion rate] = [Number of orders]

Increasing Amazon conversion rate is a quite complex task which consists of many parts. We plan to write a guide about it in the near future as well. But the focus of this blog post will be on increasing the traffic to your listing with the help of Amazon SEO optimization. In other words, how to implement your product keywords in listing content and backend search terms to improve your product search ranking on Amazon.

For this strategy you will first need to prepare a list of product keywords. If you don't have the keyword list, check out our guide on Amazon keyword research which includes detailed step-by-step instructions and a real example of keyword research which we did for one of our clients.

We will use the same real example from our client's keyword research to show how we used that exact keyword list to create Amazon SEO optimized content. In order to craft an exceptional product listing content which is optimized for Amazon SEO, you must understand the basics of how Amazon search algorithm works and what affects the search ranking position of your product.

How do product keywords affect Amazon search ranking positions?

Just like any other large platform with a search engine, Amazon has its own algorithm which takes into account many different factors to determine which products it will show and in what order. One of the most important factors is Amazon product listing keywords. It is a common misconception that only those keywords that are added to product backend search term settings affect product search ranking on Amazon. The truth is that the Amazon algorithm actually indexes product keywords from four different product content sections – product title, product bullet points, product description and the above mentioned backend search term settings.

Each of these content sections has a different weight. Amazon has not shared any details about how its algorithm works but all Amazon selling experts agree that product title keywords have the largest weight and are the most important, next are keywords which are included in bullet point content and backend search term settings, and the smallest effect comes from keywords that are included in the product description.

How to optimize Amazon listing with keywords?

Let's return to the above mentioned simple equation:

[Traffic to your listing] X [Conversion rate] = [Number of orders]

Great keywords will help improve your product search ranking position, but that alone is not enough to increase the actual traffic to your listing. Your product might have good search ranking position but the traffic to your listing comes from people who are genuinely interested in your product and open it to view more information (product description, images etc.). That is why you can't just stuff all your top keywords in the product title – it simply won't work because such product title would look unnatural, bulky and people wouldn't even read it and would just scroll past it. Product title should be easy to read and give a quick idea of what your product really is. That is why you can include only one or two of your primary keywords here – the ones which are the most important for your product and describe it the best. Otherwise it will just become too bulky and people won't even pay attention to the product in search results. Note that sometimes it is possible to indirectly include more than one primary keyword if they share the same words (as you will see in the example below).

Here is the list of keywords which we created in our keyword research for our client. If you haven't done your product keyword research, check out our Amazon keyword research guide.

We chose the “Kissable massage candle” phrase as the main keyword phrase for our client's product listing title. Then we added the word “oil” in there because it is included in another keyword variation which has similar wording and the title was still simple and easy to read. We added the main feature of our product in the title too so people would understand right away what the product is meant for and included some more keywords there (while still keeping the title natural and easy to read).

Here is the final version of product title:

Kissable Massage Oil Candle – Sensual and Romantic Melt Massage Candles for Pleasant and Relaxing Massages

The first four words include three of our primary keywords – “Massage candle”, “Kissable massage candle” and “Massage oil candle”. The next part of the title indirectly includes phrases “Melt massage” and “Sensual candles”.

As you can see, the product is ranked in the first position in search results for “Kissable massage candle”. The product can also be found on the first page (around 10-20th position) when searching for “Massage oil candle” and “Massage candle”. Of course, there are other factors that influence the search ranking (like sales, number of reviews, average review rating etc.), but if we hadn't optimized the product title for these keywords, our search ranking position wouldn't be so high.


Once you have the title, it is time to write product bullet points and product description and optimize it using your keyword list. In Amazon listing settings product bullet points are called “Key Product Features”. Product bullet points help highlight the main features of the product but it is also an important place where you can use other keywords. It is important to find the perfect balance. Keywords in key product features will help to improve search ranking position but bullet points (together with images) are your main weapon for convincing your potential customers that your product is exactly what they are looking for. So it should be well balanced. Stuffing the bullet points with keywords without any logic will do more harm than good. Natural content which sells your product is the key here. But it should still include your product keywords.

Amazon product listings can have up to 5 key product features (bullet points). So make sure that you use them all. When writing the content for bullet points, focus on the sales side – highlight the product's main features and try to include product keywords in a natural way. This is definitely the most difficult content section to write. Don't be afraid to write a draft version, show it to your friends, family or business partners, get feedback and polish it. Return to it on the next day and go through it with a fresh head and make some more improvements. This is a crucial content element which affects both the search ranking and conversion rate (= how many visitors actually purchase the product). Fortunately, Amazon allows you to edit your product content whenever you want. Although it is not advised to make changes regularly as it can affect keyword indexing and product ranking, it is okay to make some further improvements once in a while.

Here are the bullet points for our client's product. They include many primary and secondary keywords from the researched list and yet still sound natural. We have highlighted primary and secondary keywords in the text below to give a better idea how we implemented keywords in the bullet points text.

  • Our massage candle turns into a soft and warm oil when burned, which makes the skin silky smooth. Shea butter which is one of the candle's ingredients makes skin incredibly nourishing and moisturizing.

  • Melted candle oil has a rich flavour and it is made from natural ingredients, so you can take the melt massage to the next level by adding sensual nibbling, licking and kissing to it.

  • Safe and easy to use. Simply light the candle and keep it for 15-20 minutes so there is enough oil in the candle jar and gently pour it into your hands or directly on your partner's skin.

  • Exquisite design and natural ingredients – the candle is placed in a handy jar with a spout so you could control the release of the wax with ease. The candle itself is made from natural ingredients so it is safe to kiss and lick the skin for the most sensual massage.

  • Perfect for couples massage and gifts for him or her. The product also includes a complementary wooden pad on which to place the warm candle jar and massage ideas and tips that will help make these melt massages truly special, romantic and unforgettable.

So far these bullet points have worked great but in the future we might improve them to make them a bit shorter. You don't have to fill up the whole line, you just have to convince the customer that your product is just what they were looking for.


Next content part which you need to prepare is the product description. It is a spacious content section where you should include additional information about your product which your potential customers might be interested in. Think of it as a combination of “Extended bullet points” and “Frequently Asked Questions”.

Quite often we just re-use the bullet point content, extend it a little and add in some additional information like product size, ingredients etc. You should also use some more of your keywords here although they don't have as much weight in Amazon search ranking as the title, bullet points or backend search terms. Think of this section as the “second chance” content. Most of the customers don't even scroll down and read this part of product content, they either buy the product after checking images and bullet points or leave, but those who do scroll down to product description most often just aren't 100% sure about the purchase yet so product description text is your chance to convince them.

When editing your listing, there will be one large input box for product description content. If you will just copy the text there it will look bulky and unreadable. That is why it is important to use HTML tags to format your Amazon product description so it would look organized and professional. Here is a great tool which you can use to format the product description with HTML tags.

Just copy your original product description text in the left box, edit it (add highlights, bullet points etc.) and copy the text with HTML tags from the right side. Then paste the HTML text in the Product Description input field on Amazon Listing “Edit” view.

Here is the final result how this HTML formatted product description looks in Amazon listing.


How to write and add backend search terms to your Amazon product listings

After you have prepared the product title, key product features (bullet points) and product description, it is time to write product keywords which you will add to Amazon product listing backend search term settings. When you add a product to Amazon catalogue (or edit an existing product) you will see a section named “Keywords”. It contains three input boxes named “Search Terms”, “Platinum Keywords” and “Intended Use”.

“Platinum Keywords” can't be edited and are only used by Vendor accounts, but you don't have to worry about it – it doesn't affect your product in any way.

“Intended Use” field can have up to 5 input boxes. There you can add additional information about your product for what activities, events, locations the product is intended to be used. For example, if it is a great gift on Valentine's day or Anniversary, you could add these phrases in the “Intended Use” field.

“Search Terms” is the box where you will add all your product keywords – these are so called Amazon product backend search terms. In comparison to “Intended Use” field, “Search Terms” just have one input field box and there is a specific way how you should add your keywords there.

The main limitation is the character limit. The box can contain only 200 characters – here you can find a simple online tool which can be used to quickly check the number of characters in your text.

Another unique “mechanic” is the way how Amazon indexes the words which are included in this box. First of all, Amazon algorithm only indexes each word once, so there is no need to repeat any word there. Although many sellers still do repeat some words for long-tail keywords, there is no proof that it helps for these specific keyword phrases. Another important detail is that singular and plural forms of words are considered unique so both forms should be added here because some people use singular nouns and some use plural nouns when searching for their product. Last thing to keep in mind when writing the keyword text for this section is that spaces and commas both count towards the character limit, but you only need to use spaces. There is no need to separate keywords with commas because Amazon algorithm doesn't index them.

Here is a real example of how we prepared this keyword content for our client's product.

First, we had many keyword phrases which all contained the word “massage” or “candle/candles”. So we didn't repeat the same words (only in some places for long-tail keywords). We mixed in both singular and plural forms of the word “candle” and then added other primary and secondary keywords.

The final version of backend search term content has 197 characters. Unfortunately we couldn't add all our keywords because of the 200 character limit like but we have included them in Bullet Points and Product Description so they would still be indexed.

massage candle kissable oil candles for couples edible melt massage kit body sensual melting wax play beeswax soy wax romantic gift for him her wild strawberry lemon pina colada natural ingredients

This is how it looks when you add these keywords to your Amazon product backend search terms settings.

We hope that this guide was helpful. Feel free to share it with other Amazon sellers and let us know what other Amazon selling topics we should write in-depth guides about.


If you need help with product keyword research or Amazon SEO optimization for your products, just get in touch with us via our contact form or by writing to hello@fastbrands.eu.

We help ambitious companies with selling their products on Amazon, doing keyword research and product listing content optimization, developing Amazon advertising strategies and improving existing ad campaigns. We are also looking for new products to sell on Amazon as your retail partner if you don't want to go through the Amazon registration process, listing creation and other tasks.