When most people hear “SEO”, they immediately think of Google. They think of backlinks, technical audits, and ways to appease the algorithm for a spot on page 1.

But if you’re an ecommerce brand selling products, there’s another search engine that is equally as important. That search engine is Amazon.

Amazon isn’t just a marketplace; it functions as a product search engine with its own ranking logic.

So, what is Amazon SEO exactly? Simply put, it’s the process of optimising your product listings to improve their visibility and ranking within Amazon’s search results.

If you want to succeed on the platform, your approach needs to focus on how Amazon prioritises products that are most likely to convert.

What Does Amazon SEO Mean for your Brand?

Amazon search behaviour is fundamentally different from traditional search.

On Google, customers often search for informational queries. Take the example of "how to build muscle on a vegan diet”.

But on Amazon, searches are usually far more specific – "2kg vanilla pea protein powder".

The intent is purely transactional.

Because of this, Amazon’s algorithm prioritises performance signals, including:

Sales Velocity: How quickly a product sells relative to competitors.
Conversion Rate (CVR): Whether customers purchase after clicking on a listing.
Click-Through Rate (CTR): How effectively the title and hero image attract clicks.
Availability: Products that out of stock will lose visibility in rankings.

In summary the more you sell, the higher you rank. The higher you rank, the more you sell. It’s a virtuous cycle.

The Keyword Game: It’s All About Granularity

To optimise effectively for Amazon, you need to understand how customers actually search within the marketplace. Guessing keywords isn’t enough; you need data that reflects real purchasing behaviour.

While we’re accustomed as SEOs to use tools like SEMrush for keyword research, Amazon optimisation requires deeper marketplace-specific insights from tools such as Helium 10 or Jungle Scout.

The goal isn't just to find the high volume head terms. It’s about aligning your listings with the exact language customers use when they are ready to buy.

Matching the Customer’s Language

Don't just aim for "protein powder”. These keywords are highly competitive and often too broad to capture strong purchase intent.

Instead, focus on the more specific queries that reflect how customers search when they are closer to making a purchase. For example:

Specific Modifiers: Instead of "vegan protein," look for more descriptive searches "chocolate vegan pea protein powder keto friendly."
Problem-Based Searches: Customers often search based on a pain point, such as "protein powder for sensitive stomachs" or "low carb protein powder for weight loss."
Amazon Auto-Suggest Queries: Start typing your seed keyword into the Amazon search bar and see what suggestions appear. If "Protein powder for mass" is suggested, it’s because a large number of people are searching for it – making it a strong indicator of demand.

Pro Tip: Amazon keywords can help with Google visibility too. The first ~60 characters of your product title often appear as the Google meta title, while the first ~155 characters of your first bullet point may be used as the meta description.

Ensuring You’re "Amazon Retail Ready": The 9-Point Checklist

Amazon won’t show your product to the masses if your listing is poorly optimised. Products need to be "Retail Ready." Here’s a breakdown of the key elements that actually move the needle:

Product Titles: Keep them clear and concise. A common structure is Brand – Product Name – Variation – Size/Quantity, although this can vary by product type. Place the most important keywords within the first 70-80 characters so they are visible in Amazon search results.
Product Attributes: Don't ignore the structured attribute fields such as item form, flavour or material type. These product attributes help Amazon surface your product when customers apply filters within search results.
Parent-Child Relationships: This is where many brands break their SEO. Group variations (e.g. chocolate vs vanilla flavours) under a single parent listing. This prevents your own products from competing against each other and consolidates engagement signals on one listing.
Bullet Points: Focus on benefits rather than features. Don't just state "20g protein"; explain what that means for the customer. Keep bullet points concise, ideally 100-200 characters each.
Product Images: You can use up to 9 media slots, including video. Use high-resolution images (1000px+) to enable zoom functionality. Secondary images should include infographics highlighting key features and usage.
Product Descriptions: Use the available 2,000 characters to expand on your USPs and "How to Use" instructions. This is where you reinforce the “Why choose us?” message.
A+ Content: If you are brand registered, take advantage of A+ modules. Comparison charts and multimedia layouts not only enhance presentation but can also improve conversion rates.
FAQs: Review competitor feedback and negative reviews to identify common concerns. Address these directly in your FAQ section. For example, if customers mention clumping, include guidance on the best way to mix the product.
Reviews: Amazon operates on trust signals. For new listings, programs like Amazon Vine can help generate early, credible reviews and build customer confidence.

In Need of an Amazon SEO Agency?

Managing and optimising Amazon listings can be complex and time-consuming. That’s where we come in. At Hookflash, we offer a range of Amazon SEO services designed to help brands improve visibility, optimise product listings, and drive stronger sales performance.

Strategic Audits & Keyword Mapping

We start with a comprehensive review of your current listings. Our Amazon SEO audits assess whether your products meet key retail readiness standards, while identifying opportunities for optimisation.

We then conduct detailed keyword mapping, ensuring each ASIN is aligned with the most relevant and high-intent search queries.

ASIN & New Product Optimisation

Whether you are optimising an existing catalogue or launching new products, we support the full optimisation process. This includes product titles, bullet points, descriptions, and backend search terms.

For new launches, we also provide keyword validation to ensure listings target the right demand before going live.

Review Analysis & Brand Store Strategy

Success on Amazon isn’t just driven by keywords; customer feedback plays a major role in shaping purchase decisions.

We analyse customer reviews to identify recurring themes and insights, using these findings to strengthen product messaging by addressing common concerns. We also review and optimise your Amazon Brand Store to ensure customers can easily navigate and discover your full product range.

Transparent Reporting

Clear reporting is essential to understanding performance

Our reporting provides visibility into your keyword rankings, organic performance, and sales trends, helping you track how optimisation efforts translate into measurable results.

The Bottom Line

Amazon SEO isn't a "do it and leave it" task. It’s requires ongoing optimisation, testing, and adaptation as customer behaviour and marketplace competition evolve.

If you’re looking for an Amazon SEO agency in London that prioritises data-driven strategy and practical execution, we’re here to help. Our approach combines strategic consultancy with hands-on optimisation to ensure your products are not only visible – but competitive.