Amazon is a search engine where every result is a product. Ranking depends on relevance to the query and how well your listing converts.
Keyword research
Use marketplace tools and Amazon's own search suggestions to find the terms shoppers use. Prioritize high-intent phrases relevant to your product.
Title
Include the brand, core product type, key attribute and most important keyword naturally. Follow category style guidelines on length and formatting.
Bullet points
Lead each bullet with a benefit, then explain the feature that delivers it. Answer common questions: size, compatibility, materials, care.
Images
- Main image on a pure white background per Amazon rules
- Lifestyle images showing the product in use
- Infographics highlighting features and dimensions
- Video where available
A+ Content
Brand-registered sellers can add enhanced content with comparison charts and visuals that increase conversions.
Backend search terms
Add relevant synonyms and alternate spellings that don't fit naturally on the page — without repeating words or using competitor brands.
Reviews
Use compliant programs such as Amazon Vine and the "Request a Review" feature. Never incentivize or manipulate reviews.
Advertising
Sponsored Products ads help new listings gain visibility and sales velocity, which supports organic ranking.
FAQs
How long does it take to rank on Amazon?
New listings often need several weeks of sales and advertising to gain organic traction.
Should I use ACoS or TACoS?
ACoS measures ad efficiency; TACoS shows ad spend relative to total sales — both are useful.
Can you sell on Walmart too?
Yes. Walmart Marketplace has its own listing and advertising requirements.
