You’ve added keywords to your title. You’ve filled in your bullets. You even did some back-end search terms.
But your listing is still buried.
You’re not showing up for your target terms. Your ads are carrying all the traffic. And your organic rank is crawling — if it’s moving at all.
If that sounds familiar, here’s the reality: Amazon SEO isn’t about stuffing keywords anymore. It’s about matching customer intent and building listings that convert.
Stop Chasing the Algorithm — Start Focusing on the Customer
We’ve worked with dozens of brands who were convinced they had optimized listings. They’d run everything through keyword tools. They had their most-searched terms sprinkled across bullets, titles, and A+ content.
But their listings still weren’t ranking.
Why? Because ranking on Amazon isn’t just about keywords. It’s about performance.
According to Amazon’s A10 algorithm model, your position in search results depends on how well your listing converts once it gets traffic. That includes:
- Click-through rate from search
- Conversion rate once on-page
- Session duration and page engagement
- Relevance to the exact query
You can’t fake those. You have to earn them.
What Amazon SEO Really Looks Like in 2025
Here’s how Amazon actually decides whether your listing deserves to rank:
1. Relevance:
Are you using the right terms — not just broadly, but in the right places? Your title, bullets, description, and back-end fields all send signals.
2. Conversion:
Amazon makes more money when your product sells. Listings with strong sales velocity, high conversion, and low return rates get favored in search.
3. Shopper Behavior Signals:
How long are users staying on your page? Are they scrolling through images? Are they buying, or bouncing back to results?
4. Completeness:
Amazon still rewards fully built-out listings: titles, bullets, description, A+ content, brand story, and reviews.
You can check these signals using Amazon’s Listing Quality Dashboard or track organic performance using tools like Helium 10’s Keyword Tracker or Data Dive.
Why Most Listings Fall Flat (Even If They Have Keywords)
Here are the most common SEO killers we see on Amazon:
- Titles written for bots, not buyers. If your title doesn’t make sense to a human, it’s not helping you convert — and therefore not helping you rank.
- Bullets full of specs, but no context. Shoppers want outcomes. “10mg of melatonin” isn’t a benefit. “Helps you fall asleep faster without grogginess” is.
- Back-end keywords duplicated or misused. Don’t waste that space on terms you already used up front. Use it to catch alternate spellings, long-tails, and niche phrases.
- A+ content that’s lazy. This is prime real estate. Use comparison charts, trust-building language, and buyer-focused copy — not just branding fluff.
Amazon SEO isn’t about checking boxes. It’s about relevance, value, and trust — all things Google values, too.
What to Do if Your Listing Isn’t Ranking
Here’s a quick action plan:
1. Identify your target keyword set.
Use Helium 10, Data Dive, or Amazon Brand Analytics to confirm what your audience is actually searching.
2. Rewrite your title to include the highest-volume phrase naturally.
Don’t force it. Don’t stack keywords. Lead with clarity.
3. Rebuild your bullet points around buyer intent.
Answer the top questions a shopper would ask before buying.
4. Clean up your back-end search terms.
Remove duplicates, brand names, and filler. Add misspellings, alternate phrases, and complementary terms.
5. Reorder your images.
Your most important differentiator should be visible within the first 3 swipes.
6. Monitor your performance.
Track your organic rank weekly. Watch for upward movement in impressions and clicks without paid support.
When to Bring in Outside Help
If you’ve done all of the above and your rankings are still stuck, it might be time for an audit. Sometimes it’s not your keywords — it’s your strategy.
A strong Amazon SEO consultant will look at your category, competition, and listing structure holistically. They’ll help you prioritize keywords based on opportunity — not just volume — and rebuild your product page for visibility and conversion.
Most importantly, they’ll know how to speak to Amazon’s algorithm and your customers at the same time.
Ready to Stop Guessing and Start Ranking?
Your listing should work for you — not against you.
At Space Command, we help brands create product pages that rank naturally, convert consistently, and scale profitably. Whether you’re building from scratch or trying to recover visibility, we’ll show you what’s holding your listings back — and how to fix it.
Let’s talk about making Amazon SEO one of your biggest growth channels.
Frequently Asked Questions
What’s the fastest way to improve my Amazon rankings?
Fix your title and bullet points to match real customer searches and improve your conversion rate. Those two things can dramatically impact your visibility.
Should I stuff keywords into my A+ content?
No. A+ content isn’t indexed the same way, and keyword stuffing can make it look untrustworthy. Focus on clarity and emotional trust-building instead.
What’s a good tool to track organic rank?
Helium 10’s Keyword Tracker is a solid option. Data Dive also offers advanced tools if you’re managing multiple ASINs.
Is SEO more important than ads?
They work together. But SEO drives free, long-term traffic. Ads help you test and accelerate. If you ignore SEO, you’re renting attention instead of earning it.