Many retailers are placing more and more ads, but their products still don't appear at the top of search results. The real lever is often not the advertising budget, but the optimization of the product page. Those who systematically use the basics of Amazon SEO can reach the top spot, even without PPC.
This guide highlights three major levers that have proven themselves in practice: an optimized main image with keywords, a smart pricing strategy, and full use of all SEO fields in the listing. Everything works together and ultimately contributes to sales and rankings.
The most important image in the entire listing is the main image. It determines whether someone clicks on it at all. Amazon rewards products that have a higher click-through rate (CTR) compared to the competition and subsequently a good conversion rate.
The logic is simple:
Many retailers believe they have to sacrifice conversion in order to increase CTR. In practice, the opposite is often true. A good main image increases clicks and conversion at the same time.
One example is a baking sheet:
In image 1, you can see only the bare sheet.
In image 2, there are baked goods on it, almost as if you could smell them.
Which image is more likely to be clicked on and then purchased? Obviously, the one with the finished cookies. It shows what the product is used for and saves the customer the effort of thinking. Precisely because many buyers shop on the side, often distracted, clear, concrete images work better.
The key trick: place a relevant keyword visibly on the main image. This can be on the packaging or as clearly legible text on a label.
Examples from practice:
It is important that the term appears in customers' search queries and matches the product.
Practical procedure:
Tests have repeatedly shown that when a strong keyword appears on the main image, the CTR for that keyword can triple. This has a direct impact on visibility and sales.
If you want to be absolutely sure, conduct an A/B test. Two variants:
The version with the higher CTR and better sales won. This is usually the version with a clear benefit image plus keyword.
The second major lever is price. Many retailers leave prices unchanged for months on end. But this is precisely what deprives the product of the chance to be "relaunched" in the ranking.
Amazon reacts very sensitively to price changes because they have a direct impact on sales figures and thus on the bestseller rank (BSR).
An example with a smudge stick product:
The pattern is important:
A temporary price reduction leads to a jump in sales, the BSR improves, and even after returning to the original price, the ranking often remains significantly better than before.
Here it becomes clear: price movement + increased sales figures = ranking boost
In the first 60 to 90 days after launch, Amazon measures the performance of a new product particularly closely. During this period, an aggressive starting price can provide a strong boost.
A proven strategy:
This logic works not only for launches, but also for products that have been around for a while and have "fallen asleep."
There are cases where the price was accidentally halved, the product suddenly sold 500 units in 30 days at a loss, but then built up a very strong organic ranking. The high sales figures "repositioned" the product in the system.
Conclusion: Short-term losses can be worthwhile if they lay the foundation for significantly higher profits in the following months.
A few clear principles help to balance ranking and profit:
Those who consider price, availability, and ranking together can consciously push products up the rankings instead of just relying on "hope."
In addition to images and prices, text is also a deciding factor. Amazon has many fields that influence indexing. Those who only maintain titles and bullet points are leaving potential untapped.
The product title is the most important text factor for SEO on Amazon. If you want a specific keyword to rank number 1, it needs to be in the title, preferably as an exact phrase.
Example structure for smudge sticks:
"Sage sticks for smudging, bundle for cleansing the house of negative energy"
This allows a combination such as "sage sticks house cleansing negative energy" to be covered cleanly, only in German.
The following are helpful here:
The title should remain readable for people, but clearly focus on the target keyword.
Bullet points are read by customers much less frequently than many retailers believe. In many purchases, no one looks at the lists. That's exactly why they're perfect for incorporating additional keywords.
Basic idea:
Images are primarily for people, while text is largely for the algorithm. This is especially true for bullet points.
Note: Keywords in secondary images (gallery images) are of no benefit from an SEO perspective unless they are included in the alt text.
A+ Content and Brand Story offer a lot of space that is often only filled with graphics. But for SEO, only two things count:
With a simple browser add-on that displays alt text, you can also check what your competitors have stored in their images. If you like, you can use this as a guide and improve on it.
Some useful approaches:
It is exciting to note that a precisely matching Spanish keyword in the A+ text alone can ensure that a product ranks high in Spanish search results.
The brand story displayed above the A+ content offers:
Every link and every product name in the brand story can have a further signaling effect. It also allows customers to be "guided" within your own brand.
In the backend of Seller Central, there are several fields that are often ignored but have a significant impact on indexing.
Important points:
To get the right terms into the backend, a structured step helps:
This alone often optimizes a listing by around 80 percent. The remaining 20 percent is achieved through fine-tuning and subsequent adjustments.
One possible approach that has proven successful involves four SEO phases:
These phases sometimes run in parallel, but they help to ensure a structured approach.
In addition to the large blocks, there are smaller adjusting screws that round off the overall picture.
Questions and answers (Q&A)
Customers can ask questions at the bottom of the product page. These can be actively used to answer typical objections or detailed questions. This is a good place for content that would be sensitive in the main text, for example, health-related information.
Brand Store Meta Description
The brand store on Amazon has a meta description that is displayed on Google. Filling it with your brand name and important product terms will increase your visibility outside of Amazon.
Social posts and external links
Amazon posts, mentions by influencers, links from websites or social networks bring additional traffic. The direct SEO effect is smaller, but free signals from outside are always helpful.
Finally, here is a concise overview in order of impact on the ranking:
A practical example showed that a well-optimized product can be indexed for over 1,700 keywords and rank in positions 1 to 3 for many terms. A ratio of roughly 1 paid to 2 organic terms can be a healthy mix of advertising and SEO.
If you want to rank number one organically on Amazon, you don't need any secret tricks, just three well-executed levers: a strong main image with keywords, a flexible pricing strategy, and a fully optimized listing from title to backend field.
The first step is simple: open your own product, go through the checklist point by point, and select a product with which to test this strategy.
The more consistently you coordinate images, prices, and texts, the higher your click-through rates, sales, and rankings will be. Which of these measures will you implement first for your most important product?
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