To rank at the top of Amazon’s search results, a crucial requirement is Amazon search optimization. Working with several ecommerce brands has helped us see how small tweaks to listings can lead to massive jumps in visibility.
Using keyword strategy and the right digital shelf analytics insights is one part of the puzzle to appear at the top of search results. Here are a few ways you can ensure your product listings consistently appear at the top of search results and aren’t buried.
Lessons for Amazon Search Optimization
There are a few important considerations to keep in mind when selling on Amazon. Proper product descriptions, hi-res images, using the right keywords, and optimizing based on competitor performance.
42Signals’ competitor analysis and keyword suggestions feature
1. Crack Amazon’s Algorithm: What Most Sellers Miss
Amazon’s algorithm isn’t as mysterious as some make it seem. At its core, it prioritizes two things: relevance and performance. But here’s where sellers go wrong: They treat these as separate pillars. In reality, they’re intertwined.
For example, a product with perfect keyword relevance but poor reviews will tank. Conversely, a 5-star product with sloppy titles won’t rank.
For Amazon search optimization:
Relevance Hack: Use Amazon’s autocomplete feature. Type your main keyword (e.g., “yoga mats”) into Amazon’s search bar. The suggestions that pop up (“yoga mats for hot yoga,” “yoga mats eco-friendly”) are goldmines. Integrate these phrases into your title and bullets.
Performance Hack: Focus on sales velocity. Amazon rewards products that convert quickly. Run short-term promotions or coupons to spike sales, which can trigger the algorithm to boost your rankings.
Real-World Example: A client selling reusable straws struggled with rankings until we added the autocomplete phrase “silicone straws for 40 oz tumblers” to their title. Sales jumped 25% in a week.
2. Amazon Search Terms Optimization: The Hidden Gems
Optimizing listings with generic keywords won’t help your business anymore. Competition has increased tenfold, so brands need to ensure the right secondary and semantic keywords are added that consumers are searching for.
a. Steal Competitors’ Weaknesses
Tools like 42Signals’ keyword rank tracker feature let you understand the keywords competitors’ products rank for, which allows you to leverage the same and show up next to each other. Look for gaps. If rival listings omit terms like “non-toxic” or “BPA-free,” add those to your backend.
b. Use Customer Language, Not Jargon
Forget industry terms. If shoppers search “gluten-free pancake mix” instead of “GF breakfast batter,” match their wording. Tools like AnswerThePublic can reveal how real customers phrase queries.
c. Rotate Keywords Seasonally
Update backend terms quarterly. During holidays, add “gift” or “stocking stuffer.” In summer, terms like “travel-friendly” or “beach-ready” work wonders. A lot of people are switching to search for products based on their activity or travel needs so using those keywords just ensures your page shows up for the right searches.
3. The Keyword Ranking Dashboard: Your Secret Weapon
A keyword rank tracker dashboard helps with strategizing. Here’s how to use platforms like 42Signals to identify keywords that matter to you –
Identify Leaks: If “wireless headphones” ranks on page 2 but “Bluetooth headphones for gym” is on page 4, prioritize the latter. Long-tail terms are easier to climb, just like Google search engines.
Spot Competitor Moves: Notice a rival suddenly ranking for “vegan leather handbags”? Reverse-engineer their strategy. Did they add new images? Lower prices? This data can be easily tracked with tools like 42Signals, but also manually if you have only a handful of products.
Test & Refine: Run A/B tests on listings. If changing “organic” to “natural” in a title boosts rankings, update your dashboard tags accordingly. Use different platforms to track and improve keywords appearing on other marketplaces.
Pro Tip: Pair your dashboard with Google Trends. If “sourdough baking kits” is trending, but your ranking is stagnant, launch a PPC campaign to capitalize.
4. Share of Search: Why It Matters More Than You Think
Your share of search is your visibility “market share” in your niche. It helps you understand the space or quantity of search your brand occupies in a market with competitors. It is intertwined with Amazon’s search optimization in many ways, as it’s directly related to visibility.
To dominate it:
Hijack Competitor Traffic: Use tools like Semrush to find keywords where competitors rank poorly. If they’re weak on “ergonomic office chair for tall people,” own that phrase and write a lot of articles or product descriptions with those keywords.
Optimize for Amazon’s “Easter Egg” Features: Ever notice “Highly Rated” or “Climate Pledge Friendly” badges? These tags increase share of search. To qualify, focus on sustainability (e.g., FSC-certified packaging) and maintain a 4.3+ star rating.
Case Study: A coffee brand increased its share of search by 18% after reformulating its packaging to meet Amazon’s Climate Pledge requirements.
5. Digital Shelf Analytics: The Overlooked Game-Changer
Digital shelf analytics tools like 42Signals analyze how your product “looks” compared to competitors. In simple terms, digital shelf analytics allows you to understand your brand’s complete presence on all digital platforms in intuitive dashboards.
Image Insights: Are your product images smaller or of lower quality than competitors? Upsize them. Amazon favors listings with high-resolution, lifestyle-focused photos.
Price Positioning: If your product is priced 20% above competitors but lacks clear differentiation, you’ll lose the Buy Box. Use analytics to adjust in real time, as sleeping on this information for weeks on end can create lasting damage.
Review Sentiment: Tools like 42Signals’ voice of customer analytics can flag negative reviews dragging down your conversion rate. These are so important when customers have a huge pool of items to choose from; the right mix of positive and negative reviews (not fake) builds confidence in the product and conversions.
6. Amazon Data & Keyword Suggestions: The Insider Playbook
Amazon’s Brand Analytics (ABA) is a goldmine of data. If your brand is solely on the platform, looking at these analytics can be very helpful.
ABA Search Terms Report: Filter for high-conversion keywords with low competition. For example, “men’s wide width hiking boots” might have a 5% conversion rate vs. 2% for “hiking boots.”
Cross-Reference with Google Keyword Planner: If “collagen peptides for joints” trends on Google but isn’t in ABA, add it to your backend. Shoppers often use the same terms across platforms.
Exploit Seasonal Shifts: Before Prime Day, check ABA for rising terms like “Prime Day deals” or “lightning sale.” Prep listings in advance.
Real-World Hack: One supplement brand found “probiotic for women over 40” in ABA, created a dedicated product variant, and captured 32% of that niche in six months.
7. The Dark Horse: Amazon’s Search Optimization Performance Report
Image Source: AMZ Scout
Buried in Amazon’s Seller Central, this report shows which search terms actually convert. Most sellers ignore it. Don’t be one of them.
- Double Down on Winners: If “biodegradable dog poop bags” converts at 8%, optimize everything—images, bullets, PPC—around this term.
- Prune Losers: If “eco-friendly trash bags” has a 0.5% conversion rate, replace it with a better-performing term.
Master the Algorithm, Own the Results
Amazon search optimization requires finesse, the right tools, and the right strategies that boost discoverability. As Amazon’s rules change constantly, what works today may not work tomorrow.
Stay nimble. Test everything. And never stop mining Amazon data for those game-changing keyword suggestions.
Try 42Signals to see how this data can help your business with a free trial.
