How to Improve Organic Ranking on Amazon: Importance of SEO

Amazon is more than just the world’s largest marketplace—it's also a powerful search engine. To succeed on Amazon, sellers must understand and master the basics of Search Engine Optimisation (SEO).

Improving your organic ranking means your products appear higher in search results without paying for ads. This not only boosts visibility but also leads to more clicks, more sales, and better long-term profitability. In this guide, we’ll walk through practical and proven strategies to improve your organic ranking on Amazon in 2025.

What is Amazon SEO?

Amazon SEO is the process of optimising your product listings so that they appear higher in Amazon’s search results. Unlike Google, Amazon’s goal is not to provide information—it’s to sell products. Therefore, Amazon’s algorithm, known as A9 (and now evolving into A10), prioritises listings that are more likely to convert into sales.

Key ranking factors include:

• Keyword relevance

• Sales performance

• Product availability

• Pricing competitiveness

• Reviews and ratings

• Click-through and conversion rates

  
  

The better your SEO, the higher your chances of winning the top spots in search results.

Why Organic Ranking Matters in 2025

In 2025, the Amazon marketplace is more saturated than ever.

The reasons why improving your organic ranking is essential:

• Increased visibility: Most shoppers never scroll past the first page.

• Free traffic: Organic rankings generate clicks without ongoing ad spend.

• Higher trust: Shoppers often trust organic listings more than sponsored ads.

• Long-term gains: Unlike PPC, good SEO continues to deliver results over time.

  
  

In short, strong organic visibility leads to more traffic, higher sales, and lower customer acquisition costs.

1. Conduct Smart Keyword Research

• Use Amazon's Tools First

Start with Amazon’s Search Term Report, Brand Analytics, and Product Opportunity Explorer. These provide insights into:

• High-performing keywords in your niche

• Customer search trends

• Market demand

  
  

  • Use Third-Party Tools for More Ideas

Platforms like Helium 10, Jungle Scout, Data Dive, and MerchantWords can uncover:

• Long-tail keyword variations

• Competitor keywords

• Search volume and trends

  
  

  • Target High-Intent Keywords

Look for keywords that show clear purchase intent. For example:

• "Best camping kettle for gas stove"

• "Waterproof Bluetooth speaker for shower"

These types of searches are more likely to convert into sales.

2. Optimise Your Product Title

Your title is one of the most important ranking factors.

It should:

• Contain your most important keywords

• Be easy to read and understand

• Follow Amazon’s character limits and category guidelines

  
  

Example Structure:

Brand + Key Feature + Product Type + Size/Quantity + Use Case

Example: "EcoPure Stainless Steel Insulated Water Bottle – 750ml – Leakproof – Ideal for Hiking, Gym & Travel"

Avoid keyword stuffing. Focus on clarity, relevance, and buyer appeal.

3. Make the Most of Bullet Points (Key Features)

Your bullet points should:

• Highlight 5–6 key benefits or features

• Include relevant secondary keywords

• Be scannable and clear

Tips:

• Start each bullet with a capitalised benefit (e.g., "LEAKPROOF DESIGN")

• Focus on what matters to the customer (e.g., durability, ease of use, safety)

• Include use cases, materials, and unique features

This should improve SEO and conversions.

4. Write a Compelling Product Description

The product description allows more space to persuade and include additional keywords.

Use HTML Formatting (if allowed):

• Break paragraphs

• Use bold for emphasis

• Keep it customer-focused

  
  

Make sure to:

• Reinforce your brand voice

• Tell a story or explain how your product solves a problem

• Mention FAQs or tips for use

  
  

5. Use High-Quality Images and Videos

While images don’t directly affect SEO, they influence CTR and conversions, which do impact ranking.

Must-Haves:

• White background for the main image

• 5–7 additional images (lifestyle, close-ups, infographics)

• 1 product video (if possible)

Great visuals help customers make buying decisions and reduce returns.

6. Drive External Traffic to Your Listings

Amazon rewards traffic from outside its platform.

Try:

• Social media promotions (Instagram, TikTok, Facebook)

• Influencer partnerships

• Email marketing

• Blog articles linking to your Amazon listing

Tools like Amazon Attribution let you track how external channels contribute to sales.

7. Collect and Manage Reviews

Positive reviews are crucial for building trust and improving rank.

In 2025, customers expect:

• Authentic feedback

• Detailed user experiences

• Quick responses to queries or issues

Tips:

• Use Amazon’s "Request a Review" button regularly

• Enrol products in Amazon Vine (if eligible)

• Respond professionally to negative reviews

Aim for a rating of 4.5 stars or higher to remain competitive.

8. Price Your Product Competitively

Amazon's algorithm considers pricing when ranking listings.

Your product doesn't need to be the cheapest, but it should:

• Reflect good value

• Be within range of similar products

• Justify a premium with clear benefits if priced higher

Use tools like Keepa to monitor competitor pricing trends.

9. Maintain Stock Availability

If your product goes out of stock, your ranking can drop significantly.

To avoid this:

• Use inventory management tools

• Set up automatic reorder alerts

• Monitor your sell-through rate

Amazon favours consistent availability for top-ranked products.

10. Monitor and Improve Your Metrics

Amazon SEO isn’t set-and-forget.

Key metrics to track include:

• CTR (Click-Through Rate) – Aim for 0.3% or higher

• Conversion Rate – Aim for 10%+

• Sessions and Page Views

• Unit Session Percentage – Measures how many views convert into sales

Check these regularly via Amazon Seller Central or analytics tools like Sellics or Perpetua.

11. Update Listings Regularly

Stay current with:

• Seasonal trends (e.g., "Christmas gift for mum")

• Keyword trends and customer language

• Amazon policy or algorithm changes

Fresh content signals to Amazon that your listing is active and relevant.

Final Thoughts: SEO is the Long Game

Success on Amazon isn’t just about paying for ads—it's about building listings that naturally attract and convert shoppers. By investing time into proper keyword research, creating clear and helpful content, and delivering excellent customer experience, you can steadily climb the search results.

In 2025, competition will be fierce—but those who focus on organic ranking will see better margins, long-term growth, and more sustainable success.

Need help with Amazon SEO? Convise, a UK-based agency can help you optimise your product listings using SEO, and improve your organic sales. Contact convise, today!