Getting a budding webshop going can be tough, especially with all the competition on the market. Simply setting up a store on Amazon is no longer enough: You need an Amazon store marketing strategy to succeed.

Here are some crucial Amazon tips for improving your searchability:

Know Your Main Tools

Let’s start with the two main tools at your disposal: Product data and brand analytics.

The product data consists of the title you give your product, its description, back-end search terms, images, and prices. Most of these are self-explanatory although back-end search terms might need more explanation. These are terms you can add product details that help trigger certain keywords related to your products.

Utilise the in-built tools available from Amazon Brand Analytics like:

• Search Catalog Performance: This will let you know how often your products appear in searches and what drop-off rate they incur. It will let you know the click rates, median prices, cart adds, purchases, and a lot more. You can optimise each area of the funnel with this.
• Search Query Performance: This will get more specific into which search terms are driving customers to your products. It can illuminate how your potential customers are searching for products in the same category as well.
• Top Search Terms: This will let you know what are the top terms people are searching for. You can look up search frequency ranks, top-clicked brands, and top-clicked categories.
• Repeat Purchase Behavior: This will provide data about repeat buyers and repeat orders.
• Demographics dashboard: Monitor the age, income, education, gender, and marital status of the people buying your goods. These can provide a general overview of your buyer-base.
• Market Basket Analysis: Aside from adding and removing what items you provide in your basket, you can also create bundles here. These can help sell products together.
• Customer Loyalty Analytics: This feature divides your customers into various categories based on their loyalty (More on these below).

Tips For Doing Amazon Search Optimisation

Improving your Amazon ranking and SEO is crucial if you want your store to succeed. Much like most other forms of SEO, Amazon stores rely on keywords, so the theory can be cross-applicable. Here are a few tips that can help you out:

Amazon keyword optimization involves using a mix of short-tail, long-tail, backend, and related keywords to improve product visibility and reach target audiences effectively. Here’s a breakdown of each type:

Short-tail Keywords: Short-tail keywords are broad terms with high search volumes and competition. They target a wide audience and can help increase overall visibility. For example, “rattle” would be a short-tail keyword for baby products.

Long-tail Keywords: Long-tail keywords are specific phrases that attract a smaller, more targeted audience with higher purchase intent1. For instance, “silicone baby rattle teether” is a long-tail keyword that targets parents looking for a specific type of teething toy. We have an entire article about the benefits of long-tail keywords, if you’d like to learn more.

Backend Keywords: Backend keywords are hidden from customers but recognized by Amazon’s search algorithm12. They allow sellers to include additional relevant terms without cluttering the visible listing. Amazon limits backend keywords to 250 bytes (not characters), so it’s crucial to use this space wisely.

Related Keywords: Related keywords include synonyms and associated terms that broaden a product’s search reach. For baby rattles, related keywords might include “teething toys” or “chew toys.”

To optimize Amazon listings effectively:

• Use a mix of short-tail and long-tail keywords in visible content (title, bullet points, description).
• Utilize backend keywords for additional relevant terms, abbreviations, and alternate names.
• Avoid repeating keywords, using brand names, or exceeding the byte limit in backend keywords.
• Include related keywords and synonyms to capture a wider range of search queries.
• By strategically implementing these keyword types, sellers can improve their products’ discoverability and reach their target audience more effectively on Amazon.

Amazon Seller Tips

One of the main ways to get better insights into purchase behaviour is to monitor Customer Loyalty Analytics. Here’s a breakdown of the 4 categories within this feature:

• Top Tier: customers who placed purchases very recently. These customers spend highly when compared to the rest of your audience. They frequently buy from your store.
• Promising: This includes customers with recent purchases but who buy occasionally (less than top-tier) and spend above average.
• At Risk: These are customers who are purchasing infrequently and have varying spending rates.
• Hibernating: Customers who have not bought in a long time.

You should also keep image quality in mind. Amazon recommends the following:

• Include a variety of shots showing the product from different angles.
• Highlight key features.
• Make sure images are clear, focused, and well-lit.
• Use plain white backgrounds.
• Have the product fill 85% or more of the frame.
• Include Alt text that has 1 to 2 keywords that you’ve researched.

Utilise Amazon Marketing Cloud

It’s also important to utilise the Amazon marketing cloud as an Amazon service for marketing analytics. This can provide a bunch of features that can help your store out:

Cross-Channel Campaign Performance: AMC allows advertisers to evaluate the impact of various advertising channels, providing a holistic view of campaign performance across Amazon’s ecosystem.
Custom Reporting with SQL: Advertisers can create tailored reports using SQL queries, focusing on specific KPIs and metrics relevant to their business goals.
Data Visualization: AMC transforms complex data into easy-to-understand visuals, helping advertisers track performance trends and make quick, data-driven decisions.

Audience Segmentation: AMC enables the creation of custom audience segments based on various metrics such as browsing history, purchase frequency, and ad interaction.
Audience Planning: Advertisers can gain insights into audience interactions, allowing them to refine marketing messages and strategies.
Custom Audience Creation: AMC allows advertisers to create tailored audience lists using engagement records, conversion events, and segment information.

Advanced Measurement Capabilities are also available. These include:

Attribution Models: AMC provides tools to analyze how different channels and interactions contribute to conversions, helping advertisers understand the customer journey.
Extended Purchase Signal History: As of January 2025, AMC offers a 5-year retail lookback window, enabling more accurate measurement of metrics like customer lifetime value and new-to-brand purchases24.
Media Investment Optimization: AMC provides data-driven guidance to help advertisers optimize their ad spend across different channels.

It can also provide cross-media insights which unify signals from various Amazon properties, advertisers’ own inputs, and external providers.

Amazon PPC Marketing Tips

PPC marketing can be a crucial aspect of your Amazon marketing strategy. PPC tactics work similar to anywhere else, but the base specifics can vary.

You should experiment with and test out each type of PPC ad campaign. This can involve experimenting with automatic and manual keyword targeting to see what’s best for your brand. Use the tools discussed to check hat people are looking for and

Perform detailed keyword research using a keyword scouting tool. Remember to focus on both related keywords and competitor products. You can get help from the search query performance tool to find out what similar products are showing up in search terms.

Set your daily budgets and default bids between double to about half as high as what Amazon recommends automatically. This will give you a bit of an edge over those using the default and can give you more of a safety net. Ad campaigns are best left running for at least two weeks before you try to gather reports and make adjustments. This can be enough of a grace period to let the ball roll but this can vary based on how much search your product category gets (more search terms mean effects should be seen earlier).

Speaking of reviewing and reporting, you should review your ad reports once a week. From this, you can subtract, add, and adjust keywords as needed. Get ad reports from your automatic campaigns to find keywords for your manual campaigns. Before adjusting or removing a keyword from a manual campaign, make sure the keyword gets at least 10 clicks.

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