If you’re selling on Amazon, you know how crucial search terms are for ranking your products. But can you repeat keywords in search terms? The short answer: No. Amazon strictly prohibits keyword stuffing. However, there are strategic ways to optimize your backend search terms without violating Amazon’s policies. In this guide, we’ll explore Amazon backend keywords, keyword research strategies, and advanced Amazon SEO tips to help you rank higher and increase sales.
In this article we will cover-
1. Understanding Amazon Backend Keywords
2. How to Optimize Your Backend Keywords
3. Advanced Amazon SEO Strategies
4. Maximize Amazon SEO for Higher Rankings
Understanding Amazon Backend Keywords
Backend keywords are hidden search terms that sellers can add to their product listings to improve visibility. These keywords don’t appear on the product page but help Amazon’s algorithm index your product for relevant searches.
Amazon’s Search Term Rules: Optimize Like a Pro
When optimizing your backend search terms on Amazon, it’s essential to follow these key guidelines to ensure maximum visibility while staying compliant with Amazon’s policies. Here’s how you can fine-tune your search terms for better ranking and discoverability:
- No Repetition – Avoid repeating words that are already included in your product title, bullet points, or description. Amazon’s algorithm automatically indexes those sections, so using them again in your backend search terms is a wasted opportunity. Instead, focus on adding new, relevant terms to expand your product’s reach.
- No Brand Names – Amazon strictly prohibits using brand names—especially competitor brands—in search terms. Adding well-known brands like “Nike” or “Apple” to your backend keywords can lead to listing suppression or even account penalties. Stick to generic and descriptive terms that genuinely relate to your product.
- No Punctuation – Keep your search terms simple and clutter-free. Amazon does not recognize commas, periods, or special characters in backend search terms. Instead of separating keywords with punctuation, simply use spaces to list them naturally. For example, instead of writing “wireless, earbuds, Bluetooth,” just use “wireless earbuds Bluetooth.”
- No Irrelevant Terms – Every keyword you include should directly relate to your product category and its features. Adding unrelated terms in an attempt to capture more traffic can harm your listing’s relevance and even get flagged by Amazon. For example, if you’re selling a yoga mat, don’t include terms like “weightlifting belt” just because they are fitness-related.
- Use Synonyms & Misspellings – People search in different ways, and Amazon’s search algorithm takes variations into account. Make use of synonyms, alternative spellings, and common misspellings to cover all possible ways shoppers might look for your product. For example, if you’re selling “colorful jewelry,” you might also include “colorful jewelry” to capture British English searches.
By following these rules, you can make the most of Amazon’s backend search terms, helping your product appear in more relevant searches while staying within Amazon’s guidelines.
How to Optimize Your Backend Keywords for Maximum Visibility
Optimizing your backend search terms is a game-changer when it comes to boosting your product’s discoverability on Amazon. Since backend keywords are invisible to customers but play a crucial role in search rankings, using them effectively can give you a significant competitive edge. Here’s a step-by-step guide to making the most of your backend keyword space:
1. Strategic Keyword Placement
Amazon gives sellers up to 500 characters for backend search terms, and every character counts. To ensure you’re making the most of this space, follow these key strategies:
Prioritize high-impact keywords – Use relevant, high-volume keywords that are not already included in your product title, bullet points, or description. Since Amazon indexes these sections, adding the same words in your backend search terms won’t improve your ranking.
Include variations & language alternatives – Customers search in different ways, so it’s smart to add synonyms, alternative spellings, and international keywords (such as Spanish, French, or Chinese terms) if they apply to your product. This expands your reach to a broader audience.
Leverage keyword refining tools – To eliminate unnecessary words and maximize keyword efficiency, use tools like Frankenstein from Helium 10. This helps you remove duplicates and format keywords for the best results.
2. Finding High-Impact Keywords
Conducting effective keyword research is essential to identifying the best-performing search terms. There are two main methods you can use:
A. Helium 10 Keyword Research
- Find profitable keywords – Start by searching for your main keyword in Cerebro (a keyword research tool within Helium 10).
- Analyze indexed keywords – Look at which keywords Amazon has already indexed for your product and identify any gaps you can fill.
- Spy on competitors – Discover which keywords your competitors are ranking for and incorporate high-converting ones into your backend search terms.
- Refine and filter – Use Helium 10’s filtering tools to extract only the most relevant, high-traffic keywords that will drive more visibility to your listing.
B. Brand Analytics for Amazon SEO
Navigate to Brand Analytics – Inside Seller Central, go to the Brand Analytics section.
Use Search Query Performance – Access the Search Query Performance dashboard to see the actual search terms Amazon shoppers are using.
Select the right time frame – Choose between weekly, monthly, or quarterly reports to analyze keyword trends over different periods.
Download & analyze data – Extract the top-performing search terms and merge them with your Helium 10 keyword data for a comprehensive keyword list.
3. Eliminating Duplicate & Irrelevant Keywords
Once you’ve built a master keyword list, the next step is refining it for maximum impact. Here’s how:
- Remove duplicates & junk keywords – Eliminate unnecessary or irrelevant words that don’t directly relate to your product.
- Organize your keywords into categories for better optimization:
- Primary Keywords (Most Relevant) – Use these in both your backend search terms and your listing content (title, bullet points, description).
- Secondary Keywords – These are still important but might not be as high-priority. Use them for PPC campaigns and backend search terms.
- Misspellings & Variants – Common typos and spelling variations should be placed only in backend search terms, as Amazon automatically corrects most spelling errors in the customer-facing content.
4. Use Frankenstein to refine the final set – By running your keyword list through Frankenstein (Helium 10’s keyword processor), you can clean up duplicates, remove unnecessary words, and format the final backend keyword list for maximum efficiency.
By following these steps, you’ll ensure your backend keywords are optimized for Amazon’s algorithm, helping your products rank higher and reach more potential buyers
Advanced Amazon SEO Strategies
1. Using Alt Text for Image Optimization
Amazon allows you to add 100 characters of alt text per image in A+ Content and Brand Story. This helps with ranking in Amazon search and Google SEO.
2. Leveraging Platinum Keywords & Subject Matter Fields
Beyond backend search terms, use additional Amazon fields such as:
- Platinum Keywords (For Brand-Registered Sellers)
- Subject Matter Keywords (Extra indexing opportunity)
3. Monitoring & Updating Keywords Regularly
Amazon’s search trends change frequently. Track your keyword rankings using:
- Helium 10 Keyword Tracker
- Amazon Brand Analytics
- PPC Performance Data
Update backend search terms every 2-3 months based on new keyword trends and search volume.
Final Thoughts: Maximizing Amazon SEO for Higher Rankings
Optimizing your backend keywords is a crucial step in enhancing your product’s visibility, attracting organic traffic, and increasing conversion rates. By following Amazon’s guidelines and implementing a data-driven approach, you can improve your search rankings and stay ahead in the competitive marketplace.
To achieve long-term success:
- Ensure strategic keyword placement by using relevant, high-impact search terms that are not already in your product title or description.
- Leverage data-driven keyword research through tools like Helium 10 and Amazon Brand Analytics to identify high-converting search terms.
- Refine and update your keyword strategy regularly by eliminating duplicates, optimizing search term relevance, and adapting to changing search trends.
By continuously optimizing your backend keywords and aligning with Amazon’s best practices, you can create a strong foundation for sustained growth.
Need expert assistance? Contact us at info@ecomclips.com for a free Amazon SEO consultation and let our experts help you maximize your product rankings.