Amazon: The Largest E-Commerce Search Engine

As the world has grown increasingly digital and online shopping has become more commonplace than ever, it’s hard to ignore the power of the online retail giant known as Amazon. However, many businesses are concerned with improving SEO on Google but aren’t very well-versed in SEO on Amazon. In this blog post, we discuss the differences in algorithm between Google and Amazon, in addition to ways to effectively optimize your product for Amazon’s algorithm.

Differences Between Google vs Amazon SEO 

Many online businesses already know the basics of optimizing their content and product pages to appeal to Google’s algorithm. However, for those who are looking to sell products and not services, Amazon is the place to go as it is the largest e-commerce search engine available. A study conducted by Bloomreach demonstrated that 55% of consumers begin their product search on Amazon, not Google. For business owners who intend to implement SEO to appeal to both Amazon and Google to fully take advantage of both search engines, it’s important to understand the fundamental differences between the two.

Business Model 

The main difference between Google and Amazon is the most obvious: while Google is a search engine designed to attend to human questions and index information accordingly, Amazon is ultimately an e-commerce site that aims to find the product that is most likely to be bought by its searcher. This affects their algorithms, and how we perceive them, in a major way: while Google attempts to structure its algorithm to fit the nuances of the human language, Amazon’s only concern is to deliver the product that is most suitable to its customer’s needs. 

Keyword Rankings 

It’s common knowledge that Google awards sites that double up on keywords with higher rankings on its search engine results. However, one single mention of a keyword, whether it be in the title or the product description, is all it takes to be ranking on Amazon’s search results. Whilst including your keyword more than once is helpful for search rankings, it isn’t necessary on Amazon the way that it is for Google. Additionally, it’s important to note that Google favours long-tail keywords, but Amazon favours short-tail keywords included throughout the listing. As such, you can break a phrase up into various keywords in Amazon, and still rank for the phrase. 

Clicks vs Conversions 

Google and Amazon’s different business models inform the way they rank sites. Google is mainly concerned with the number of clicks a site generates and how long users remain on the page because this informs them of how relevant a page is. Conversely, because Amazon is an e-commerce site, it focuses on the conversion rate of a listing. A listing that has generated 100 sales will always rank better than a listing that sells the same product but has only 10 sales. 

Amazon Listings: A Case Study 

For this case study, we’ve taken a look at different listings that show up under the search result ‘water bottle’: 

Amazon Product Melbourne Search Engine Optimisation | SEO Melbourne


Listing Titles

Titles are a crucial component of Amazon SEO as the first piece of information that draws customers in. Be concise – while it seems tempting to stuff as many keywords in your title as possible, a title with one main keyword and a simple description improves user experience and generates more clicks, which may lead to higher conversions. As relevance is crucial to rank high on Amazon, be sure to include:

  • brand name
  • description of your product
  • the colour and its size

Amazon Backend Keywords 

Backend Keywords Melbourne Search Engine Optimisation | SEO Melbourne

Optimizing your products through the usage of Amazon’s backend keywords is essential. Not only do they improve the readability of your product listings, but they also aid in the discoverability of your product on searched pages, which will ultimately boost your conversion rate and rankings up. If you’re selling a water bottle but want to rank for other search terms synonymous with ‘water bottle’, Amazon’s backend keywords function allows you to do so. 

Amazon Product Images Search Engine Optimisation Melbourne | SEO Melbourne

Product Images

Another factor that attracts users to the listing is product images. As such, it’s beneficial to your listing to use images that clearly display your product. As you can see, high-ranking listings all feature simple and high-quality images that clearly show the product to the customer. 

Amazon Product Description Search Engine Optimisation Melbourne | SEO Melbourne

Bullet Points and Product Description

An article by Forbes reported that over half of Amazon’s customer base read the full description of a product before choosing to purchase it. As such, it’s important to pay close attention to your product descriptions and make sure that they’re short but descriptive. Bullet points help to organize product information and main selling points, as demonstrated by the listing shown above. 

We hope that this blog post has helped you to implement new ways to improve SEO on Amazon. For more information on how to increase traffic and improve SEO on other e-commerce sites, see SEO Melbourne’s posts on SEO in Shopify and SEO in Magento. Any other tips on how to improve rankings on Amazon? Let us know in the comments below!

Leave a Reply

Your email address will not be published. Required fields are marked *