Mastering Amazon SEO: A Beginner’s Guide for New Sellers

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Selling on Amazon is more than just listing products, it’s about being found. Amazon functions as a search engine, and understanding Amazon SEO (Search Engine Optimization) is key to boosting your product’s visibility and increasing sales. If you want to stay ahead, ranking higher in Amazon’s search results should be a priority.

Optimizing your product listings using Amazon SEO principles can:

  • Improve keyword search rankings
  • Increase conversion rates
  • Drive more sales

This guide breaks down key strategies, best practices, and expert tips to help new sellers optimize their product listings for maximum visibility on Amazon.


What is Amazon SEO and Why Does It Matter?

Amazon SEO is the process of optimizing product listings with relevant, high-traffic keywords to improve ranking in search results. Most shoppers don’t scroll past the first few pages, so higher-ranking listings get more visibility, and of course — more sales!

Why is Amazon SEO crucial? If your product isn’t optimized for search, you’re missing out on potential sales.

Amazon’s ranking algorithm (A9) considers factors like:

  • Keyword relevancy – Ensuring your listing matches what customers search for
  • Sales velocity – The speed at which your product sells
  • Conversion rate – The percentage of visitors who make a purchase

Mastering these factors gives your product a competitive edge.


Understanding Amazon’s A9 Algorithm

The A9 algorithm determines which products appear at the top of search results. Unlike Google, which prioritizes information retrieval, Amazon focuses on commercial intent, showing listings most likely to result in a sale.

Amazon itself states that rankings depend on:

  • Text match – How well your listing matches the search query
  • Price & availability – Competitive pricing and stock levels
  • Selection & sales history – Past sales performance

This means that relevance + performance = higher rankings. Amazon continuously updates A9, prioritizing listings with strong conversion rates and consistent sales.

How to Rank Higher on Amazon

While Amazon doesn’t reveal every detail of its A9 algorithm, successful sellers know that certain key elements impact ranking.

1. Keyword Research: The Foundation of SEO

Keywords connect your product to customer searches. Without the right keywords, your listing won’t appear in search results.

Use keyword research tools to:

  • Identify high-traffic, relevant keywords
  • Find long-tail keywords (specific phrases with lower competition)
  • Analyze search volume & ranking potential

Where to Use Keywords in Your Listing

Amazon uses the information in your listing to understand your product, categorize it correctly, and display it to the most relevant customers. To maximize visibility and conversions, ensure you strategically place relevant keywords throughout your listing:

  • Product Title: This is the most important field for keyword placement. Include your primary keyword as close to the beginning as possible while maintaining a natural, readable structure. Your title should be clear, informative, and within Amazon’s character limit to avoid truncation.

  • Bullet Points: These should highlight key product features, benefits, and differentiators. Use a mix of primary and secondary keywords naturally to improve discoverability while ensuring readability. Focus on answering common customer questions and addressing pain points.

  • Product Description: This section should be persuasive and informative, providing deeper insights into your product. Use storytelling, benefits-driven language, and secondary keywords to enhance relevance. If eligible for A+ Content, leverage enhanced visuals and formatting to improve engagement.

  • Backend Search Terms: These are hidden but crucial for ranking. Use them to include additional relevant keywords that may not fit naturally in the visible parts of your listing. Avoid repetition and include synonyms, alternate spellings, and related terms to broaden search visibility.

Optimizing these elements with strategic keyword placement ensures that your product listing is both search-friendly and conversion-focused, increasing your chances of ranking higher in Amazon’s search results and driving more sales.

2. Sales Velocity: Why Faster Sales Matter

Sales velocity refers to the speed at which your product sells over a given period. Amazon prioritizes fast-selling products because they indicate strong demand, leading to higher rankings in search results.

How to Increase Sales Velocity:

  • Run limited-time promotions – Discounts, coupons, and Lightning Deals can create urgency and drive more purchases. 
  • Offer competitive pricing – Ensure your product remains competitively priced within your category to attract more buyers. 
  • Use Amazon PPC ads to drive traffic – Paid advertising can increase visibility and bring more potential customers to your listing. 
  • Optimize your listing for better conversions – High-quality images, compelling bullet points, persuasive descriptions, and strong reviews all contribute to a higher conversion rate.

By improving your sales velocity, you create a positive feedback loop — higher sales lead to better rankings, which lead to even more visibility and sales. Prioritizing strategies to increase sales speed can help you stay ahead of the competition in the Amazon marketplace.


3. Conversion Rate: The Secret to Higher Rankings

Amazon rewards listings with high conversion rates—the percentage of visitors who buy your product. A higher conversion rate not only improves ranking but also increases sales potential.

How to Improve Your Conversion Rate:

  • Use High-Quality Product Images: Amazon is a visual marketplace! Clear, professional photos help customers make informed buying decisions.
  • Write Clear, Keyword-Rich Titles: Your title should be concise yet informative, including essential keywords naturally.
  • Include Persuasive Bullet Points: Focus on benefits, not just features. Address pain points and show how your product solves customer problems.
  • Gather Positive Reviews & Ratings: Social proof builds trust and influences buying decisions. Encourage satisfied customers to leave reviews.
  • Keep Pricing Competitive: Customers compare prices, so ensure your pricing is in line with market expectations.
  • Ensure Fast Shipping Options: Amazon Prime eligibility significantly boosts trust and increases the likelihood of conversions.

To monitor your conversion rate, check Seller Central under: Reports → Business Reports → Detail Page Sales & Traffic → Unit Session Percentage.

Improving your conversion rate not only increases sales but also enhances your listing’s ranking, creating long-term success in the Amazon marketplace.


Amazon SEO: Do’s & Don’ts

✅ Do This for Better Rankings:

  • Use High-Quality Product Images: Professional and clear visuals attract customers and can significantly boost conversion rates.
  • Optimize Titles & Descriptions: Craft keyword-rich and persuasive titles and descriptions to improve search visibility and appeal to potential buyers.
  • Encourage Customer Reviews: Positive reviews build trust and can enhance your product's ranking. Encourage satisfied customers to share their experiences.
  • Offer Competitive Pricing: Pricing your products competitively increases the likelihood of winning the Buy Box, leading to more sales.
  • Track Keyword Rankings: Regularly monitor and update your listing's keywords to maintain and improve search ranking positions.
  • Run Amazon PPC Ads: Utilize Amazon's Pay-Per-Click advertising to drive targeted traffic and increase product visibility.


❌ Avoid These Mistakes:

  • Keyword Stuffing: Overloading your listing with keywords can make it less readable and may deter potential customers. Focus on natural integration of relevant keywords.
  • Ignoring Backend Keywords: Neglecting hidden search terms can limit your product's visibility. Ensure you utilize backend keywords effectively to capture additional search traffic.
  • Making False Claims: Exaggerated or unverified claims can lead to negative reviews and potential policy violations. Always provide accurate and truthful information about your products.
  • Neglecting Competitor Analysis: Failing to study top sellers can result in missed opportunities for improvement. Analyze competitors to identify successful strategies and differentiate your offerings.
  • Forgetting to Track Performance: Without regular performance analysis, it's challenging to identify areas for improvement. Utilize analytics tools to monitor your listings and make data-driven adjustments.


By adhering to these guidelines, you can enhance your product listings, improve search rankings, and drive increased sales on Amazon.


Rank Higher & Sell More

Amazon SEO isn’t a one-time task but an ongoing process. By optimizing your product listings with the right keywords, improving conversion rates, and increasing sales velocity, you’ll build a strong foundation for success.

Want an easier way to manage your Amazon SEO? Chief Marketplace Officer’s team of experts are available to  help sellers like you become an A-player in Amazon. Reach out here or book a zoom call  today.

With the right strategy, your products can rank higher, get more clicks, and make more sales. Start optimizing today and watch your business grow with CMO!

Price Wars on Amazon: How to Maintain Brand Value Without Undercutting Yourself

By William Fikhman • June 3, 2025
Amazon’s marketplace is vast, powerful, and fiercely competitive. With millions of sellers and algorithms that heavily favor competitive pricing, it’s easy for brands to feel pressured into lowering prices just to survive. But here’s the harsh truth: engaging in price wars may boost short-term sales—but at the cost of long-term brand value, profitability, and sustainability. As an experienced Amazon agency offering end-to-end brand support, we’ve witnessed how destructive pricing battles can be for brands that once held strong positioning. In this blog, we’ll break down what Amazon price wars are, why they occur, how they hurt your business, and most importantly, how to stay competitive without slashing prices. What Are Amazon Price Wars? A price war occurs when multiple sellers continuously undercut each other’s prices to win the Buy Box or capture more market share. This tactic is especially tempting on Amazon, where winning the Buy Box can mean the difference between success and obscurity. Amazon’s algorithm favors the lowest total price (including shipping), which leads sellers to believe that slashing their prices is the only way to gain visibility. However, while that approach might earn temporary wins, it initiates a race to the bottom where everyone loses: margins evaporate, brand trust erodes, and long-term viability is compromised. How Do Price Wars Start on Amazon? The price war spiral typically follows a predictable pattern: 1. Sellers Chase the Buy Box The Buy Box is Amazon’s holy grail. Sellers know that over 80% of conversions come from this placement. To win it, many sellers lower their prices, often significantly assuming it’s the only metric that matters. 2. Competitors React Once one seller drops their price, others follow suit. This tit-for-tat cycle continues until prices dip below profitability. 3. Profitability Collapses With multiple sellers cutting prices aggressively, margins vanish. Sellers may move high volumes, but each unit sold generates negligible or even negative profit. The worst part? Buyers now expect those lower prices. 4. Reputation Erodes Customers become suspicious when prices drop too low, assuming inferior quality or desperate liquidation. The brand’s perceived value takes a hit, and the long-term damage outweighs any short-term gains. Why Brands Should Avoid Price Wars Before diving into strategies, let’s address why price wars should be avoided at all costs: ✘ Shrinking Profit Margins Lowering prices diminishes profit margins and often doesn’t leave room to reinvest in essential aspects like advertising, logistics, or product development. For brands looking to scale, profit erosion is a death sentence. ✘ Unsellable Inventory Once prices dip too low, inventory loses perceived value. You may be forced to liquidate at or below cost, or worse, sit on unsellable stock. This puts strain on cash flow and disrupts reordering cycles. ✘ Brand Devaluation Your price is a key element of your brand. Slashing it repeatedly teaches customers that your products are only worth buying on discount. Over time, this cheapens brand equity and makes it harder to justify premium pricing—even for new products. ✘ Market Instability Constant price fluctuations cause confusion and instability in the marketplace. Your sales velocity may spike temporarily, but it becomes inconsistent and unpredictable—making it impossible to forecast or scale strategically. The Smart Seller’s Playbook: How to Avoid Price Wars on Amazon Price competitiveness matters—but that doesn’t mean you have to be the cheapest. Let’s explore strategic, proven methods for staying competitive without engaging in destructive price battles. 1. Build a Strong Brand Identity Price becomes irrelevant when customers want your brand. Branding is more than logos and packaging. It’s about storytelling, values, consistency, and customer trust. When your product and brand convey a clear, desirable identity, customers are less likely to shop based on price alone. Tactics: Optimize A+ Content to communicate your brand story and benefits. Use Brand Story modules to highlight your mission and value proposition. Incorporate lifestyle imagery and UGC to build emotional connections. Result: A well-branded product shifts the customer mindset from “What’s the cheapest?” to “This is the one I trust.” 2. Focus on Product Differentiation If your product is a commodity, price will always dominate. But if you differentiate effectively, you reduce the chances of direct comparison. Tactics: Offer unique bundles or variations (exclusive scents, colors, sizes). Highlight proprietary features or ingredients that competitors can’t replicate. Focus on packaging, customer experience, and added value. Example: Instead of selling a “vitamin C serum,” position it as a “clinically proven, dermatologist-formulated brightening treatment” with a proprietary blend not found elsewhere. 3. Control Your Distribution Channels Many brands unknowingly trigger price wars by losing control of their distribution. Unauthorized resellers, wholesalers, or retail arbitrage sellers can undercut prices without regard for your brand's strategy. Tactics: Use Amazon Brand Registry to protect intellectual property. Set clear pricing policies with authorized resellers. Monitor unauthorized listings and issue cease-and-desist notices when necessary. Enforce Minimum Advertised Price (MAP) policies where legally applicable. 4. Invest in Customer Experience A great product alone isn’t enough. Enhancing the entire customer journey increases perceived value, making price a secondary factor. Tactics: Provide exceptional customer service with fast, clear communication. Follow up post-purchase with branded emails or insert cards. Solicit and highlight positive reviews through legitimate request flows. Bonus: Satisfied customers often become repeat buyers—reducing your cost per acquisition and increasing lifetime value. 5. Monitor Pricing Trends, But Don’t React Emotionally Analyzing pricing trends is vital—but knee-jerk reactions to competitors’ discounts are what fuel price wars. Instead, develop a measured pricing policy. Tactics: Use historical data to identify seasonal price dips and plan promotions accordingly. Wait for lower-priced competitors to sell out before adjusting your pricing. Price for profit first, not the Buy Box alone. CMO Insight: “Winning the Buy Box at the cost of margin isn’t winning—it’s bleeding disguised as victory.” 6. Prioritize High-Margin Products in Your Catalog Not all products deserve equal promotional effort. A good strategy involves selecting SKUs with built-in margin flexibility and scalable potential. Tactics: Audit your catalog to identify hero products with the best profit margins. Reduce reliance on ultra-competitive, low-margin SKUs. Launch premium-tier versions of your products for added value. 7. Treat Advertising as a Profit Driver, Not Just a Sales Lever Advertising can offset the need for price cuts by driving visibility and conversions. But it must be approached as part of a larger profit optimization plan.  Tactics: Optimize PPC campaigns with ACOS/ROAS targets that support your margins. Bid strategically on long-tail, high-intent keywords. Use Sponsored Brands and DSP to boost branded traffic. Key Point: The more you lean on branding and ads for visibility, the less you need to manipulate pricing. Frequently Asked Questions About Amazon Price Wars Q: Should I always lower prices to win the Buy Box? No. Winning the Buy Box depends on more than just price—shipping speed, seller rating, order defect rate, and other factors matter too. Always consider whether the margin loss is worth the temporary visibility boost. Q: What if a competitor drops their price drastically? Evaluate whether they’re a temporary disruptor (e.g., clearance sale) or a consistent player. Often, it’s better to wait them out. Don’t sacrifice long-term strategy for short-term panic. Q: Can I prevent other sellers from undercutting me? Yes, to an extent. With Brand Registry, you gain control over your listings. Combine that with MAP policies, strict distributor agreements, and proactive monitoring to maintain pricing integrity. Q: Is it better to offer bundles instead of discounting single units? Absolutely. Bundles can increase perceived value and average order value while maintaining healthy margins. Plus, they’re harder to compare directly with competitor listings. Final Thoughts: Brand Value Is Your Most Powerful Weapon In the chaotic arena of Amazon price wars, your brand is your best defense. Yes, pricing matters but it shouldn’t define your entire strategy. The most successful sellers maintain profitability by building brand loyalty, creating differentiated products, and controlling their listings with a long-term vision in mind. If you’re tired of racing to the bottom and want a strategic partner who understands the full Amazon lifecycle—from optimization and ad management to brand protection and catalog growth—our team is here to help. Sustainably scale. Stay profitable. Preserve your brand’s worth. Need help breaking free from the price war trap? Talk to our CMO -led Amazon strategy team and learn how to reclaim control of your margins while building a brand that lasts.
Amazon is a company that sells a variety of products.

How to Find Winning Products to Sell on Amazon: Your Ultimate Guide for Success

By William Fikhman • June 2, 2025
If you're thinking about becoming an Amazon seller or you’ve recently signed up, one of your first and most critical questions is likely: What should I sell? Choosing the right product can determine whether you thrive or flounder in the world’s largest online marketplace. With more than a billion items sold by Amazon selling partners in the U.S. and an average annual sales jumping to over $250,000 per seller, there’s no doubt that selling on Amazon is a lucrative opportunity. But getting a slice of that pie starts with smart product research. In this guide, we’ll explore how to generate product ideas using Amazon’s own tools, show you how to research, validate, and list your products, and give you tips for launching a brand that lasts. Whether you’re starting fresh or looking to expand, this blog will help you tap into Amazon’s vast ecosystem and prepare you to grow like a pro. Step 1: Understand What Makes a Great Amazon Product Not every product thrives on Amazon. The most successful items often share a few key characteristics: High demand, low competition Good profit margins Easy to package and ship Evergreen (sells year-round) Few moving parts or fragile components Before diving into Amazon tools, take stock of what matters most to your business: Do you want to build a brand? Resell trending products? Explore a niche hobby or market? With a clear goal in mind, you're better equipped to sift through opportunities and find your next bestseller. Step 2: 4 Smart Strategies to Spark Product Ideas If you’re stuck or unsure where to begin, start with these proven strategies: Put Your Own Spin on What’s Already Trending Look at popular products in your area of interest and ask: Can I do this better? Identify gaps by reading customer reviews. What do buyers love? What do they complain about? Target underserved audiences or needs. Can you tailor the product for a specific use case? Elevate the experience with better materials, more thoughtful packaging, or added features. Sometimes, success isn’t about reinventing the wheel—it’s about making a better one. Monitor Sales Metrics and Performance Trends Success doesn’t end with choosing the right product. You’ll need to continually track what’s working using Seller Central tools like: Brand Analytics dashboards Sales reports Customer feedback trends Account Health ratings Staying on top of these metrics helps you refine your offers and maximize your return. Get Inspired by Successful Sellers Stories of everyday entrepreneurs like Justin Dyson of Kids N’ Such , who scaled from $30K to $130K monthly sales prove you don’t need a massive budget to break through. Learn from their strategies and look at what kinds of products helped launch their brands. Conduct Deep Product Research The best ideas are backed by data. Go beyond gut feelings by: Browsing Amazon categories and subcategories Talking to potential customers Studying niche trends with eCommerce research tools Narrow your search from broad categories (e.g., Kitchen & Dining) to targeted niches (e.g., reusable meal containers). This makes it easier to identify winning opportunities. Step 3: Use Amazon’s Built-In Tools to Find Top Sellers Amazon offers a suite of free and paid tools that help you dig into sales trends, product demand, and competition. These include: Amazon Best Sellers Lists Updated hourly, these rankings show top-selling items in every category. Use them to: Identify high-performing niches Spot seasonal or trending products Benchmark against your own ideas Best Sellers Rank (BSR) Every product on Amazon has a BSR that reflects how well it sells in its category. Lower BSR = higher sales. Use this to evaluate product demand. Movers & Shakers This list highlights the biggest gainers in sales rank over the last 24 hours. It’s a real-time pulse of what’s hot. Hot New Releases Launching a new product? Use this list to track how similar items are performing—great for competitive research. Most Wished For See what customers want most even if they haven’t purchased it yet. This can be gold for planning inventory or marketing. Amazon Seller Mobile App Scan barcodes or ASINs on the go to check sales rank, pricing, and competition in real time. Product Opportunity Explorer This is Amazon’s ultimate data powerhouse. It offers detailed analytics including: Average units sold Niche saturation Seasonality Customer search volume and behavior Use this tool to validate demand before investing in a product. Step 4: Explore Product Categories with Proven Demand Do you still need inspiration? These are some of the top categories currently trending on Amazon: Beauty & Personal Care Think: hair growth oils, anti-aging creams, moisturizers, acne treatments. Kitchen & Dining Popular products include collapsible microwave covers, stainless steel tumblers, meat thermometers, and toddler sippy cups. Automotive From car cup holders to portable air compressors and interior cleaners, automotive accessories are in demand. Clothing, Shoes & Jewelry Items like shapewear, running shoes, yoga pants, and compression organizers are consistent bestsellers. Electronics USB wall chargers, Apple AirTags, Fire TV sticks, surge protectors, and smart tablets are constantly in demand. Appliances Compact ice makers, mini fridges, and portable washers combine convenience and size—perfect for eCommerce. Trends change rapidly, so always continue testing and researching to stay ahead of the curve. Step 5: Prepare Your Product for Launch A winning product idea isn’t enough. You also need to think about how to sell it. Here are some things to consider: Procurement: Source Your Products Will you resell, manufacture, or private label? Each has pros and cons. Make sure you work with reputable suppliers and validate product quality before scaling. Fulfillment: Choose a Shipping Method Amazon offers several fulfillment options: FBA (Fulfillment by Amazon): Amazon handles storage, shipping, and customer service. FBM (Fulfilled by Merchant): You ship the products yourself. Seller-Fulfilled Prime: Use your own warehouse while offering Prime delivery benefits. You can even mix fulfillment methods based on product type or inventory availability. Listing: Optimize Your Product Page First impressions matter. A great product listing includes: High-quality images and videos Clear, benefit-driven bullet points Keywords that match how customers search Competitive pricing Learn more in Amazon’s Listing Optimization Guide. Branding: Connect with Customers Once you enroll in Brand Registry, you can build a customizable storefront and share your brand story with rich content. This builds trust and drives conversions. Marketing: Promote and Scale Use Amazon Ads, SEO, influencer marketing, and email campaigns to drive awareness. Adjust your marketing tactics as you learn what resonates with customers. Step 6: Find Your Niche with Amazon’s Special Programs Amazon offers niche-specific programs to help you grow faster and more strategically. These include: Brand Registry: Unlocks A+ Content, sponsored brand ads, and brand protection tools. Amazon Handmade: For artisans and makers. Amazon Custom: For sellers offering personalized products. Merch by Amazon: Sell original designs with no upfront costs. Amazon Renewed: For selling refurbished or pre-owned goods. Mix and match these programs based on your goals and inventory.  Key Take-away: Stay Flexible, Stay Curious Ecommerce isn’t static. What’s selling today may fade tomorrow, and new opportunities pop up constantly. Stay agile, revisit your strategies often, and always continue researching. As you grow, lean on Amazon’s tools to make smart, data-backed decisions. From the Best Sellers list to the Product Opportunity Explorer, there’s no shortage of resources to help you launch your next hit. Conclusion: Let Chief Marketplace Officer Help You Scale with Confidence Building a thriving Amazon store takes more than good product ideas. It requires expertise across sourcing, fulfillment, listing optimization, branding, and data analysis. And while Amazon gives you the tools, you still need the right strategy to put them to work. That’s where a Chief Marketplace Officer (CMO) comes in. We bring full-spectrum Amazon brand management to your business, overseeing everything from product launch to advertising strategy to customer retention. With experience in navigating Amazon’s complex algorithms, policies, and trends, CMO is your secret weapon for scaling sustainably. Whether you're just starting out or looking to grow faster, we ensure every part of your Amazon operation runs smoothly and profitably. Ready to take your Amazon store to the next level? Hit our inbox and we’ll unlock the full potential of your brand!