What Is Amazon SEO and Why It’s Different from Google SEO
When people hear the word “SEO,” they usually think of Google. But for online sellers, there’s another search engine that matters just as much as Google, and it is Amazon.
Amazon is where people go when they’re ready to buy or tend to buy, for example, looking to shortlist products before buying. But with thousands of similar products, how do you make sure yours shows up first?
That’s where Amazon SEO comes in.
In this post, we’ll break down what Amazon SEO really means, how it works, and why it’s very different from how Google ranks content. If you sell on Amazon-or plan to do so in the near future-knowing this difference is key to growing your sales.
What Is Amazon SEO?
Amazon SEO is the process of optimizing your product listings/catalog listings to appear in a comparatively higher position in Amazon’s search results. The primary goal of Amazon SEO is simple: make it easier for customers to find products and, in turn, buy your products.
Amazon’s search engine is built to do one thing: show products that are most likely to sell.
So unlike Google (which ranks based on relevance, backlinks, and engagement), Amazon focuses on factors like:
- How well does your product sell
- Whether your price is competitive
- What your customers say in reviews
- How complete and optimized your listing is
How Is Google SEO Different?
Google SEO is about showing users the most relevant information based on their query. You can optimize blog posts, landing pages, and service pages to rank on Google using keywords, meta tags, quality content, and backlinks.
A typical Google user might search:
- “How to clean a baby bottle” (looking for an article)
- “Best shoes for walking” (looking for product suggestions)
In contrast, Amazon users search with buying intent:
- “Stainless steel baby bottle cleaner”
- “Comfortable walking shoes size 8”
Google wants to answer questions. Amazon wants to close a sale.
Key Differences: Amazon SEO vs Google SEO
| Factor | Amazon SEO | Google SEO |
|---|---|---|
| User Intent | Transactional – users want to buy | Informational – users want answers |
| Ranking Algorithm | Amazon A9 (sales-focused) | Google’s multi-factor algorithm |
| Backlinks | Not used | Very important |
| Content Format | Product title, bullets, description | Blogs, pages, media |
| Primary Goal | Sales and conversions | Traffic and engagement |
| Product Reviews | Crucial for ranking | Not a ranking factor |
| CTR & Conversion | Directly impact rankings | Indirect signals |
How Amazon Ranks Products (The Basics)
Amazon’s algorithm (known as A9) doesn’t just look at keywords. It cares more about what actually drives a sale.
Here’s what matters most:
1. Product Title
This needs to include your main keywords in a natural way. For example:
“Organic Cotton Baby Romper – Soft, Breathable, for 0-6 Months”
2. Bullet Points & Description
Use this space to answer customer concerns. Focus on benefits, features, and common use cases.
3. Backend Keywords
These are hidden from shoppers but help Amazon understand your product better. Include alternate spellings, synonyms, or regional terms.
4. Images
High-quality images increase click-through and conversion rates. More sales = higher ranking.
5. Pricing & Availability
Amazon favors listings that are well-priced, in stock, and ready to ship.
6. Reviews & Ratings
A product with consistent positive reviews is more likely to rank higher.
Learn how we help with Amazon Listing Optimization
Why Your Google SEO Strategy Doesn’t Work on Amazon
Many sellers make the mistake of applying Google SEO techniques to Amazon listings. But the two platforms work very differently.
- Google cares about backlinks. Amazon doesn’t.
- Google reads entire pages. Amazon reads your title, bullets, and sales data.
- Google wants your site to keep people engaged. Amazon wants people to buy and move on.
So your strategy needs to be platform-specific.
Building a Strong Amazon SEO Strategy
If you’re just getting started or haven’t optimized your Amazon listings yet, here are a few key steps that you may use:
You must use Amazon-specific keyword Research Tools
Don’t rely on Google tools like Keyword Planner. Use platforms like:
- Helium 10
- Jungle Scout
- Amazon autocomplete and suggestions
These tools show what shoppers are actually typing on Amazon, not just general web searches.
Write for Buyers, Not Just the Algorithm
Make sure your listing is:
- Clear and easy to read
- Focused on benefits, not just features
- Includes keywords naturally, not stuffed
Keep Testing and Updating on a Regular Basis
Monitor:
- Click-through rate (CTR)
- Conversion rate
- Sales volume
You should make small changes, track results, and improve over time. There is no fixed pattern that may work, so keep modifying and testing to find what works for you.
Need help managing your entire Amazon account?
Common Mistakes to Avoid Regarding AMAZON SEO
- Keyword stuffing in product titles
- Using poor-quality images
- Ignoring negative reviews or unanswered customer questions
- Leaving out important backend keywords
- Listing without A+ content when it’s available
Amazon shoppers are quick to move on, so you should not delay, and hence your listing needs to be complete, professional, and persuasive.
When Should You Get Help from Experts for Amazon SEO?
If your products aren’t ranking or your sales aren’t improving or if you are new in Amazon sales and want to skyrocket your business on Amazon, it might be time to bring in support.
An experienced Amazon SEO team can:
- Audit your existing listings
- Fix missing optimization elements
- Suggest conversion-focused changes
- Manage updates and track results
At Newgenmax, we work with sellers across categories to improve listings, boost visibility, and drive consistent growth, especially during high-traffic sales seasons.
Final Thoughts
Amazon SEO is not exactly the same as Google SEO. It’s more sales-driven (transactional), more result/performance-driven, and more focused on what actually converts.
As an Amazon seller, if your goal is to get your products seen and sold, then an understanding of Amazon SEO, i.e., how Amazon’s search works, is essential.
Instead of driving general traffic, Amazon SEO helps you reach ready-to-buy customers immediately or very soon in the near future —but only if your listings are optimized the right way.
Need Help Getting Started?
Whether you’re launching your first product or trying to scale an existing catalog/range of products on Amazon or similar e-commerce platforms like Flipkart, Meesho, Jiomart, Myntra, Nyka, etc., our team at Newgenmax can help.
Book a free consultation now and let’s improve your product visibility the right way.
