Most sellers treat Amazon like Google. They build listings the same way they would build a webpage, then wonder why their products sit on page three collecting dust. Amazon SEO is a different discipline entirely, and getting it right is the difference between a product that sells itself and one that bleeds ad spend just to stay visible.
As an Amazon SEO consultant, I help sellers across the UK and internationally optimise their listings so they rank higher in Amazon search results, attract more clicks, and convert more browsers into buyers — without relying solely on PPC to drive every sale.
If you are selling on Amazon UK or Amazon.com and your organic rankings are not where they should be, I can help. Get in touch for a free consultation.
How Amazon SEO differs from Google SEO
Amazon and Google both have search engines, but they work in fundamentally different ways. Understanding these differences is essential before you touch a single listing.
Google's algorithm weighs hundreds of factors — backlinks, domain authority, content depth, technical performance, and user engagement signals. Amazon's algorithm (historically called A9, now often referred to as A10) cares about one thing above all else: purchase likelihood. Amazon is a marketplace, not an information engine. Every ranking decision it makes is designed to surface the product most likely to generate a sale.
This means Amazon's ranking factors are heavily weighted towards conversion rate, sales velocity, relevance to the search query, and seller performance metrics like fulfilment speed and review ratings. Backlinks do not matter. Page speed does not matter in the traditional sense. What matters is whether your listing convinces a shopper to buy.
The keyword strategy is different too. On Google, you might target long-tail informational queries and build content clusters. On Amazon, you are targeting transactional search terms with clear purchase intent — and you need to place them in very specific fields (title, bullet points, backend search terms) in a very specific way.
This is why generalist SEO agencies often struggle with Amazon. The skills transfer, but the execution is completely different. If you need broader ecommerce SEO consultant support beyond Amazon, I offer that too, but Amazon demands its own focused approach.
Common Amazon SEO mistakes I see constantly
After auditing hundreds of Amazon listings, the same mistakes appear again and again.
Keyword-stuffed titles. Sellers cram every possible keyword into their product title, creating unreadable messes that look spammy and actually hurt click-through rates. Amazon's algorithm does consider title keywords, but it also factors in conversion rate — and a title that reads like a keyword dump puts shoppers off. There is a balance between keyword inclusion and readability, and most sellers get it wrong.
Ignoring backend search terms. Amazon gives you a hidden field — backend search terms — where you can include keywords that do not appear in your visible listing. Many sellers either leave this blank, duplicate keywords already in their title, or waste characters on brand names and irrelevant terms. Used properly, backend search terms can significantly expand your keyword coverage without cluttering your listing.
Poor product images. Amazon is a visual platform. Listings with low-quality images, too few images, or images that fail to show the product in use consistently underperform. Your main image determines whether someone clicks, and your gallery images determine whether they buy.
No A+ content. If you have Brand Registry, you have access to A+ Content (formerly Enhanced Brand Content). Listings without it are leaving conversion rate on the table. A+ Content lets you add comparison charts, lifestyle imagery, and detailed feature breakdowns below the fold — all of which help close the sale.
Neglecting reviews. Amazon's algorithm treats review count and rating as strong ranking signals. Sellers who do not have a deliberate review generation strategy — within Amazon's terms of service — are fighting with one hand tied behind their back.
My Amazon SEO services
I offer a complete Amazon SEO service that covers every element influencing your organic rankings.
Amazon keyword research. I identify the highest-volume, highest-relevance search terms for your product category using Amazon-specific tools and competitor analysis. This is not the same as Google keyword research — search volumes, intent, and competition are measured differently on Amazon. I build a prioritised keyword map for each product listing.
Title, bullet point, and description optimisation. I rewrite your listing copy to balance keyword inclusion with persuasive, conversion-focused language. Every element follows Amazon's style guidelines and best practices for your category. Bullet points are structured to address objections, highlight benefits, and include relevant keywords naturally.
Backend search term optimisation. I audit and rewrite your backend search terms to maximise keyword coverage without wasting characters on duplicates or prohibited terms. This is often the quickest win I find in audits — most sellers are using this field incorrectly.
A+ Content strategy. For brand-registered sellers, I plan and brief A+ Content modules that support conversion. This includes comparison charts, feature callouts, brand story sections, and lifestyle imagery guidance. I work with your existing assets or brief a designer if needed.
Competitor analysis. I reverse-engineer what your top-ranking competitors are doing — their keyword targeting, pricing strategy, review velocity, and listing structure — so we can identify gaps and opportunities in your category.
Review strategy guidance. I advise on legitimate, terms-of-service-compliant approaches to generating more reviews. This includes Amazon's own programmes like Vine, follow-up messaging best practices, and insert card strategies that do not risk account suspension.
Who I work with
I work with three main types of clients on Amazon SEO.
FBA and FBM sellers who want to reduce their dependence on Amazon PPC and grow organic sales. Whether you have five listings or five hundred, the approach scales.
Brands launching on Amazon who want to get their listings right from day one rather than retrofitting later. A properly optimised listing from launch builds ranking momentum far faster than fixing a poorly performing one months down the line.
Agencies managing Amazon accounts who need specialist Amazon SEO support for their clients. I work as a white-label partner for several agencies, providing the Amazon-specific expertise their teams may lack.
If your situation does not fit neatly into one of those categories, that is fine. Get in touch and we will work it out.
How we work together
Every engagement starts with a listing audit. I review your current listings, keyword targeting, content quality, images, A+ Content, and competitor landscape. You get a detailed report with prioritised recommendations.
From there, most clients choose one of two paths. Some want me to implement everything — I rewrite all listing copy, optimise backend terms, brief A+ Content, and monitor rankings over time. Others prefer to take the audit and recommendations back to their in-house team for implementation, with me available for questions and review.
Either way, I track keyword rankings and organic traffic after changes go live so we can measure the impact and iterate. Amazon SEO is not a one-and-done exercise — categories shift, competitors adjust, and Amazon regularly updates its algorithm. Ongoing optimisation keeps you ahead.
This fits within my broader SEO consulting approach: data-driven, transparent, and focused on measurable commercial outcomes.
Pricing
Amazon SEO work is priced based on the number of listings, the depth of optimisation required, and whether you need one-off or ongoing support.
A single listing audit and optimisation typically starts from £150. Portfolio-level projects covering multiple ASINs are quoted individually based on scope. Monthly retainers for ongoing Amazon SEO management are available for sellers who want continuous optimisation and ranking monitoring.
I do not lock clients into long contracts. If the work is delivering results, you will want to continue. If it is not, you should be free to stop.
Ready to improve your Amazon rankings? Book a free consultation and I will review your listings and tell you exactly where the opportunities are.
Related guides