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Our guide for a perfectly optimized listing

When it comes to creating a new product offering on Amazon, it can make all the difference in the world which keywords you include in your Amazon listing and where you place them. place them. Keywords are incredibly important to the sales, ranking Ranking and the overall success of your products. Properly researched and targeted Amazon keywords are the lifeblood of your listing.

The optimal use of keywords and keyword variations can often lead to improved search volume volume, more traffic, longer sessions and, above all, more sales. lead.

This guide takes you step by step through the techniques used by leading Amazon sellers and keyword and keyword experts to get the most out of your Amazon keywords. out of your Amazon keywords.

1. determine which Amazon keywords should be included for your product

In a first step it is of course to find out which keywords are relevant for a certain product. product. What are customers looking for? Which combinations of keywords do they use for their search?

A good keyword tool is essential to sift through the thousands upon thousands of variations that can occur within a given keyword phrase. a particular keyword phrase can occur. One of the most common software tools for creating Amazon keywords is the Google Keyword Planner.

As part of the AdWords tool from Google, the Keyword Planner is a simple, easy to use keyword tool that allows you to quickly create a Google search volume for virtually any Keyword phrases or products. The Google Keyword Planner offers easy-to-read graphs and a complete breakdown of search volume and keyword phrases. Search volume and keyword priority.

One disadvantage of the Google Keyword Planner is the large size of the results. The Keyword Planner was developed to collect only results from the Google search algorithm. collect. These Google-only search trends tend to collect results from a wide range of Internet content and web searches.

For example, if you search "best skateboards" in the Keyword Planner, your results will contain, among other things among others, data for the search of popular skateboarders, skateboarding professionals or Skateboarding videos. That is why it is extremely important that you look at the results closely look at the results. You should take your time to remove name brands, specific places, people, companies, etc.

Besides the Keyword Planner, which is designed to crawl Google results, you should also use Amazon-specific keyword softwares when searching for suitable keywords. This way, you can ensure that you only include search queries from Amazon instead of external search engines like Google or Bing. In the US, for example, the Viral Launch tool is very popular. You'll see a list of all the relevant keywords for your product, as well as helpful metrics like volume, priority, and relevance. With a single search, you have all the information you need to write your listing or optimize your keyword targeting in sponsored ads. Suitable keywords can also be found for Germany with Amalyze etc.

It is generally important to know that both the Google Keyword Planner and other tools only show indications and impressions regarding a search volume of keywords and the related relevance. Amazon does not offer an interface to determine the actual search volume of keywords and search phrases on Amazon.

Further measures for the selection of keywords are the Amazon Auto Suggests and the competitors. Here, on the one hand, you should look at what Amazon suggests in the search and add it to the other word combinations accordingly and, on the other hand, what your competitors use for keywords. Keywords that appear here in the title are probably more relevant than keywords in the bullet points - even if Amazon now weights the relevance equally.

Once you have created an overview and analyzed all possible sources, filter the results and decide on keywords with high search volume and relevance.

2. benefit from widespread Amazon keyword placement.

Once you have determined the keywords or phrases you want, you can start creating the title and bullet points of your listing. It is important to include a wide range of keywords that correspond to your product in your listing. However, care should be taken to avoid keyword spamming that disrupts the flow of reading, as Amazon values conversion rate. So always include your keywords in a meaningful text. Ideally, you should also integrate sales psychology aspects when addressing customers. We work here, for example, according to the NLP / NLS approach.

The Amazon algorithm mainly evaluates keywords from the title, from the bullet points and from the backend. Here, the keywords are weighted identically by Amazon. In other words, a search term from the backend is in principle equivalent to the one from the title and the one from the bullet points. In theory, it doesn't matter whether you have the most targeted keyword in the title or in the backend. This was not the case in the past, but has changed as part of updates from Amazon. Still, it makes sense to have the strongest keywords in the title. On the one hand, because the potential customer initially only sees the title (and this should correspond to his search) and on the other hand, because of the so-called canonical URL.

The canonical URL contains the first five words of the title that are indexed for online search engines, such as Google (however, there are also ways to force the canonical URL to be shorter or longer). This search engine indexing is critical for bringing in external traffic. A recent Survata study showed that 36% of product searches start at search engines like Google, not Amazon. If you don't choose the most relevant and powerful keywords for your title, you will have the disadvantage that your listing may not be discovered by Google searches. At the same time, you need to keep in mind that in the mobile view on Amazon, significantly less characters can be shown and the rest will be truncated. Somist you should also place the most relevant terms and keywords prominently.

Once the listing title is complete, you should focus on the bullet points of your listing. The bullet points, or key product features, are an opportunity for you to include other relevant keywords and keyword combinations in parallel with the product information. Many categories have extremely limited character features for bullet points, so it's important to maintain a strategic focus when building this section. Feel free to use as many keywords as possible from your research without compromising the readability of the bullet point.

Anchoring keywords in the product description only serves to make the product easier to find in some cases. If two searched keywords are close to each other, the product can be found on the basis of the keywords in the description. However, it is advisable to include the most relevant keywords in the title, bullet points and backend, as the findability is not guaranteed by keywords in the description. You can preferably use the product description as specific product content, in which you describe your product in more detail (more on this below). Note, however, that the product description field is covered by the integration of Enhanced Brand Content. You can then use this field to index keywords via Exact-Match.

Tip 1:
Avoid keyword duplication, as quantity does not add value in this case. Simply mentioning the keyword in named genres is sufficient. For Amazon it makes no difference how often a keyword is mentioned.

Tip 2:
Most research shows that your product description is not influenced by Amazon keywords or search engine keywords. Your product description is a great opportunity for you to explain the unique features and quality of your product. In short, your product description is a chance for you to create a unique and memorable marketing pitch for your product without worrying about using the right ranking keywords or phrases. Use the 2,000 characters allowed in this section to your advantage by creating a unique brand voice and addressing any features not included in the title and bullet points. 

3. use a wide range of keywords and additionally use plural forms if necessary

Once you have developed a draft for the title and the bullet points for your product, you should Take another close look at your listing. Simple singular and plural forms, such as "shoe" - "shoes," will be mapped to one another and do not need to be listed separately. Longer and compound words like "folding bicycle" or "multi-purpose shelf" are not automatically recognized by Amazon and should additionally be listed in the plural form. Many sellers neglect to include the multitude of forms and variations of keyword Combinations to include in the list. Whenever you can include multiple phrases you increase the likelihood that your listing will be indexed and ranked for multiple Variations will be indexed and ranked. This multi-pronged approach in combined with the strategic inclusion of high-ranking keywords offers you You the best opportunity to stand out from the crowd. Also remember remember that different spellings of compound words are not automatically automatically indexed as the same. For example, "ball pump" is not automatically assigned to "ball pump". In cases like these, the hyphenated spelling. If you list "ball-pump" in the hyphenated spelling, Amazon will recognize both two individual keywords ("ball" and "pump") as well as "ball pump" as a whole keyword. With the hyphen spelling you get the maximum out of the keyword(s). 

4. use backend Amazon keywords

Amazon backend keywords for sellers are allowed to contain 249 bytes (including spaces and punctuation). This is a powerful way for you to include outlier keywords that are not (supposed to be) seen by Amazon customers. These hidden backend keywords can include phrases or terms that don't make sense in the context of your listing. Once you've created your title and bullet points, review your keyword list and compile the words you didn't include in the title and bullet points. Once you have determined these keywords, copy and paste these terms into the backend. Further, the backend gives sellers the ability to include the use of slang, which is not uncommonly used as a search term. Also, some misspellings that are often typed in the search box are worth making an entrance in the backend. BUT: Common and easy misspellings or typos like "Schueh", "Trinkflacshe" or "Handyhüle" will be added to the correctly spelled variant by Amazon even without the explicit representation in the backend. Such a keyword inclusion in the backend would therefore not be worthwhile. Incorrect spellings of longer and compound words are not recognized by Amazon. Accordingly, it is worthwhile to include these variations in the backend.

5. follow the Amazon style guides

Each category of Amazon is subordinated to so-called style guides. That is, Amazon describes in these, what in the category specifically for guidelines prevail and what all must be observed. In addition to content-related topics, this also includes the character limit in the title and do's and don'ts. According to the latest information, however, the style guide plays an increasingly unimportant role and should now serve more as a point of reference and less as an obligation. Rather, it will be accompanied by a general limitation of characters. For example, as of September 6, an upper limit of 200 characters will be set for titles. Anything above that will no longer be indexed and taken into account.

In conclusion, we would like to encourage any vendor who is preparing a new offer to follow the above-mentioned principles. principles above.

Take the time to do proper research to determine which keywords and combinations to target. To target. No matter what software you use, be thorough thoroughly so as not to neglect any high-ranking words or outliers.

Applying these simple principles, combined with strong software tools and data available online, can put your offering in an extremely powerful position. And that position, in turn, ensures how simple keywords actually turn into cash.

If you would like to find out more information about the topic or have any questions about the content, please do not hesitate to contact us at kontakt@iconic-sales.com without obligation.


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