Index Your Products to Get Found On Amazon

Selling products on Amazon is a great way to increase sales and brand awareness if you are doing it right. You can list all the products you want, but if they aren’t being found, you won’t see any sales. Indexing your products for relevant keywords is key to a successful Amazon optimization strategy. Here’s how to properly index your products and make sure you get found on Amazon.

What does “indexing your products” mean?

When a listing is indexed for a keyword, it means that it will show up as a result when a customer uses that search term in the Amazon search bar. A keyword is a word or phrase used to target potential traffic and a search term is the exact word or phrase that a customer enters into the Amazon search bar.

Searching is the primary method that customers find products on Amazon, so using highly relevant keywords to index your products will positively impact the amount of traffic and market share you get on Amazon. In order to maximize your potential, you want to index your products for multiple keywords that are relevant to your product so that it shows up in relevant search results.

Similarly, if you are indexed for the wrong keywords, you will severely decrease the chance of getting found on Amazon by potential customers.

Keyword relevancy vs. search volume

Though you may be tempted to focus on keywords with a high search volume, you are better off focusing on relevant keywords instead. You are rewarded by conversions and sales, so driving traffic alone that does not result in conversions will negatively affect your organic ranking and make your products less attractive to Amazons organic search engine.

How to get indexed (and found) on Amazon

Including the keyword in your data structure is the main way to get indexed for that keyword. You want to make sure you include the keyword in:

  • The title
  • The bullets
  • Back end search terms
  • Structured data

Using structured data allows you to rank for keywords without using up the limited keywords in your title and back end keywords as well as improving relevancy for search results.

The Amazon a9 algorithm

Similar to Google, the Amazon algorithm is ever changing. The difference is that being relevant to Google means that the search result will most accurately answer the searcher’s query, while Amazon considers a relevant result as a product that the searcher is most likely to buy. E-commerce SEO is a bit different than optimizing regular content.

It’s important to check your keywords on a regular basis to ensure that any keywords you were indexing for have not been deindexed by Amazon. When changes in categories or sub-categories are made on the website, your data may be deleted. Likewise, you may find that there are new more relevant keywords that you are not indexed for because they were not previously available.

The way that Amazon has you enter product information for new product detail pages is different from Google, therefore you do not have to worry about schema mark up, crawl errors or canonical issues. Being indexed on Amazon means that typing the keyword you are indexed for in the search bar will bring up your product in the results. It ensures that your product is in the results for that keyword.

Keyword indexing either means you appear in the results or you do not, but it does not determine where you appear in the search results. Keyword ranking, however, does refer to where your product appears in the search results. Your goal here is to improve your ranking for the word or phrase to appear higher in the search results. Keyword relevancy determines if your product is a relevant result for the keyword or not. This affects both your conversion rates and the standards Amazon sets for running an ad for your product.

The three main factors the A9 algorithm considers for ranking on Amazon are:

  1. Conversion
  2. Relevancy
  3. Retention


Conversion rate is an important factor to you as a seller on Amazon, but it is also to Amazon. They want to produce product results that meet the expectations of a potential buyer and will leave them satisfied. Conversion rate factors:

  • Sales rank: AKA Amazon’s best sellers rank. More sales mean higher rankings and higher rankings mean more sales.
  • Pricing: The lowest landed price (including shipping) makes you more competitive against other sellers.
  • Answered questions: Answered questions appear at the top of the product page and are crucial for conversions. Make sure you address any questions regarding your product.
  • Customer reviews: The number and quality of customer reviews are important for ranking. Address any negative reviews in a timely manner to increase the potential of the customer removing a negative one.
  • Image quality and size: A potential buyer wants to see what they will be investing their money in. It’s important to follow Amazon’s image guidelines and provide high-quality and accurate images to show your products in detail.
  • Parent/child products: Utilizing parent/child product relationships when applicable will maximize customer reviews.
  • Time on page: Amazon correlates the time a customer spends on a product page to customer interest in the product.
  • Complete product listing: Try to fill out every field when creating a product page, as more complete pages have higher conversion rates.


To rank higher in a search result, Amazon needs to consider your product highly relevant to the search. These factors are important in determining relevancy:

  • Page title: Optimize your Amazon product title by including keywords, making it easy to read and keeping it under 200 characters.
  • Features: Use bullet points and include relevant keywords to emphasize product features.
  • Product description: Provide details on the features in the product description and use keywords to be informative and easy to read.
  • Brand and manufacturer information: When appropriate, include the brand and manufacturer information in the title.
  • Specifications: Include as much information about the technical and physical details of your product.
  • Category/sub-category: Ensure your category and sub-category selections are relevant.
  • Accurate search terms: Make sure you are using the best keywords for your product by doing some keyword research.
  • Factual statements: Ensure all provided information is as factual and accurate as possible.


Amazon strives to provide a satisfactory experience to both Amazon sellers and buyers. A negative experience will lessen the likelihood of a buyer purchasing from that seller again, and possibly Amazon. To avoid this, the Amazon A9 algorithm penalizes sellers for these factors:

  • Customer ratings/negative feedback: Negative ratings count against sellers equally across search results. Addressing negative ratings as soon as possible is key. If a customer removes their negative feedback, it no longer counts against the seller.
  • Time in stock: Keeping your products in a high in-stock rate will help avoid a penalization, as Amazon penalizes poor inventory management.
  • Order processing rate: Slow and inaccurate shipping count against you as well. Maintaining an efficient order process is key to success.
  • Order defect rate: Amazon considers any claim against a product an order defect, which sellers are penalized for.
  • Return shopper rate: Amazon values repeat customers, so they penalize sellers that do not provide positive experiences.
  • Exit rate: This is the rate of customers that view your product and then leave Amazon. Sellers with high exit rates are penalized.

A strong Amazon SEO strategy will help increase your chances of being found on Amazon.

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