How to Optimize Your Amazon Backend Keywords – Step-by-Step Amazon SEO Guide

How to Optimize Your Amazon Backend Keywords – Step-by-Step Amazon SEO Guide
November 4, 2020


What is the secret to having your Amazon product listings to show up on page one in the search results page? What backend keywords should sellers use for better Amazon SEO? Keywords optimization plays a vital role in driving relevant traffic from customer searches to your product listings.


Part of your keyword research strategy involves identifying short and long-tail keywords. They are utilized in your product listing optimization, Amazon PPC, and other forms of content marketing strategy.


There are two types of keywords:

  • Frontend Keywords – These keywords are located in your product listing (i.e. product title, bullet points, and descriptions). They are visible to customers and indexed by the Amazon A10 algorithm.
  • Backend Keywords – These keywords are found behind the scenes in your product listing. They are hidden from your customers but still indexed.

How Does Amazon’s A10 Algorithm Rank FBA Products?

It is important to learn how the A10 algorithm works before optimizing your backend. Below are 10 factors Amazon’s A10 algorithm takes into consideration when ranking products:


  1. Organic Sales – Products purchased from Amazon’s SERP (Search Engine Results Page) without advertising.
  2. Sales Performance History – Your product rankings increase as you generate more sales. The A10 algorithm keeps track of a seller’s performance, so it is crucial to maintain a healthy track record.
  3. Seller Authority – Maintaining healthy seller performance metrics, feedback ratings, amount of ASINs, and other seller-related information is key.
  4. Product Ratings – Like seller feedback ratings, you need to maintain a healthy product rating to rank higher. The number of ratings and reviews isn’t a direct factor, but they do affect your click-through and conversion rates.
  5. Impressions – The more views your product has, the higher your product ranks.
  6. Click-through Rate – Like impressions, the more clicks that your product gets on the search results page, the higher it ranks.
  7. Conversion Rate – The higher your product views and clicks that convert into sales are, the better it ranks.
  8. Inventory Level – How can you generate a high volume of sales if you don’t have sufficient inventory?
  9. Amazon PPC – Amazon PPC used to be the main driving force in the previous version of the algorithm but has weighed less since the update. Customer behavior and relevancy is now the main driving force for the A10 algorithm.
  10. External Sales – The A10 algorithm loves outside traffic because of potential new customers for Amazon! Sales generated from outside traffic weigh more than sales gained from Amazon PPC. 

Amazon Backend Search Terms Guidelines

You have to learn the rules of the game so you can play better than any other seller in the marketplace. Here are a few of the important ones:


  1. Stay under the length of  250 bytes as specified by Amazon.
  2. Avoid repeating words within the Search Terms field. Amazon’s A10 algorithm will index every keyword included in your product listing, so no duplicates are required.
  3. Avoid using ASINs, your brand, or other brand names in Search Terms.
  4. Use singular or plural. No need for both, as it is a waste of characters.
  5. Include keyword synonyms (i.e. nappy, diaper, etc).
  6. Include abbreviations and alternate names.
  7. Avoid using punctuation. Just use single spaces.
  8. Avoid using abusive or offensive terms.

Step-by-Step Guide to Access Your Amazon Backend Keywords


Step 1 – Navigate to Product Listing Backend



Login to your Seller Central account and navigate to your “Manage Inventory” page where all your ASINs are located. Select the ASIN and click on the “edit” button to access your backend keywords. This is also where you edit all your frontend details such as product title, images, prices, description, and bullet points.



Select the Keywords tab to view your backend keywords. There are 5 sections for you to enter relevant data as shown in the screenshot above.

#1 Search Terms



The above image shows a good example of search terms provided by Amazon. Notice the combination of keywords without punctuation to form a complete set of search terms that is within the character limit.


Pro Tip: Do not exceed the limit of characters allowed in the Search Terms field. If your search terms are over the limit, none of the search terms for that ASIN will be indexed.

#2 Intended Use

How is the product meant to be used? This section needs to show what activities, events, or locations the product is used. For instance, if you are selling a pizza blanket, the intended use would be home decor or picnic.

#3 Subject Matter

What is the product? This section is very similar to the search terms. In fact, you can enter relevant keywords in this section. Using a pizza blanket as an example, your subject matter would be “large soft comfortable throw blanket for adults” or a similar description.

#4 Target Audience 

For whom is the product intended? You need to insert your ideal customers in this section. Again, using a pizza blanket as an example, your target audience would be family or pets.

#5 Other Attributes

Extra information about the product to help Amazon A10 algorithm identify and display your product. What are the additional attributes for the product? For instance, using a pizza blanket as an example, the other attributes would be soft, breathable flannel, or quick dry.

#6 Platinum Keywords 

Only platinum merchants may enter keywords in this section. However, they will not make a difference to your product ranking.

Step 2 – Find the Best Backend Amazon Listing Keywords

There are two methods for identifying the best keywords to optimize your backend: the internal and external methods.

Internal Method

A common internal method is to download your Search Term report from Amazon Advertising. In the report, you can find converted keywords that can be used in your backend. You can also use Prestozon’s Search Term Explorer to filter through all of the data so that you get exactly what you need from the date range you select.


Another internal method is to access Amazon Brand Analytics found under the “Brands” tab in your Seller Central account. Note that this tool is only available for Brand Registered sellers.



Brand Analytics contains valuable insights that empower brand owners to make strategic decisions about product portfolio, marketing, and advertising activities. You can view ASINs with search terms that have the most clicks and conversions. Leverage these search terms for your backend keywords.

External Method

There are plenty of Amazon seller tools in the marketplace that you can utilize to determine the best keywords for your backend. These tools extract keywords that your competitors use in their product listings. You can also extract keywords that customers search for.


Keywords on Fire is one of the top tools in the market you can use to dig up a list of relevant keywords for higher conversions. Keep in mind that the data insights from seller tools need to be accurate, so you don’t incorporate the wrong keywords.

Step 3 – Check if Keywords are Indexed by Amazon A10 Algorithm

How do you know if the keywords used are being indexed by Amazon? There are two methods you can use: manual and automatic search.

Manual Check



To manually check if your keyword is indexed, type in the keyword and your ASIN in the search bar. If the keyword is indexed, the results page will display the product. Note that it could be in any row of the search results. If you couldn’t find your product, then the search term is not indexed for it.

Automatic Check

Why waste time searching for matching ASIN and keywords when you can do it automatically using an ASIN index checker? With an automatic index checker, all you need to do is enter the ASIN, a list of keywords, and the tool will do the rest!

Final Thoughts

So, did you enjoy the step-by-step tutorial? Never neglect the importance of optimizing your backend keywords! Always make sure you double-check if keywords entered are being indexed by Amazon. When you have strong optimized backend keywords, your products rank better on the Amazon search results page.


There are many ways to find the best backend keywords. One great strategy that works wonders is using The Halo Effect™. Find out how you can download our step-by-step guide breaking down how to harness the power of The Halo Effect™!


Comment below to share your thoughts on optimizing Amazon backend keywords.


About The Guest Author:


Eugene is part of ZonGuru’s business development team, Amazon business consultant, and blockchain enthusiast. ZonGuru is a group of serious Amazon Sellers and Software Developers with one goal in mind: helping FBA businesses achieve their financial goals and beyond by providing an ever-expanding, industry-leading suite of software-based tools tailor-made to help you find, source, and list Amazon products that sell. Their team of thought leaders and thought sellers are here to make sure you get the most out of your experience with educational content, interviews with 7-figure sellers, and hands-on customer service.


Learn more about ZonGuru at:





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