Amazon Backend Keywords - The Secret to Higher Rankings and More Sales

Are you tired of not getting your items seen on Amazon? You change some titles, rewrite your bullet points, and watch your sales continue to stagnate. You run ads that burn cash, yet your organic ranking will not rise. There is a problem hidden in the layers: Your Amazon Backend Keywords.

Most sellers forget or overlook these hidden search terms when creating their backend keywords. They get creative or lazy and repeat keywords from the title in the back-end. They waste space on their brand name.
They ignore long-tail searches and misspellings. Therefore, there is a disconnect between buyer intent and the listing index, leading to a drop in your visibility. Then clicks drop. Then sales drop.

You do not need to rewrite your whole listing to resolve this. What you need is a clean data-led setup for your back end. With the right keywords in the right places, you will be able to index on more relevant queries, increase relevance for top Amazon keywords, and reach buyers in the buying funnel.

What Are Amazon Backend Keywords?

Amazon backend keywords are hidden search terms you add to your product listing in your Seller Central account. Backend keywords can help Amazon's algorithm understand your item. Customers will never see the keywords on your listing page.

When you edit your products, there are special fields where you submit your backend keywords. When a customer searches for specific words, backend keywords can affect which results they see.

For example, if a customer searches Amazon for a "water bottle," an insulated tumbler may appear in their search results if you include "water bottle" as a backend keyword.

You can think of backend keywords as hidden signals to the Amazon search engine. They give your products more coverage without burdening the visible listing with extra words. This allows you to keep your title and bullets precise while still targeting as many additional search phrases as possible.

Using backend keywords can expand the reach of your item, but it is an entirely different process from SEO. For the most part, one can repeat keywords to emphasize when using SEO.

Then you can do it all on one page, as a single title, or as bullet points. Backend keywords are usually written with each applicable keyword only once. In addition, it maximizes coverage; your character limit is your limit.

Why Amazon Backend Keywords Matter for Your Business?

Properly utilizing backend keywords on Amazon can change your sales. It increases the likelihood that your products will be discovered in more search results. More customers looking to purchase can find you without the premium and cost of an ad.

Amazon's A10 algorithm uses these hidden terms to determine which listings to display. If you are not using backend keywords, you are missing opportunities to be discovered by consumers who use terms different from those in your title.

In addition, backend keywords help overcome the visibility barriers many sellers face. You can pursue more search queries for Amazon and long-tail terms without cluttering your listing as spammy. Your primary title is still focused, but your backend keywords offer additional exposure for searches.

Well-informed sellers are also strategic and use backend keywords to reach seasonal traffic. They capitalize on holiday, back-to-school, and summer keywords to maximize sales during high-demand periods. This very free practice can translate to significant additional sales over time.

Amazon's Backend Keyword Rules and Limits

Amazon imposes strict limits on backend keywords. The central Amazon search terms limit is 250 bytes for most categories. Some sources mention 500 bytes, but 250 bytes remains the standard for most sellers.

Remember that bytes differ from characters. Special letters and symbols use more space. The word "café" uses more bytes than "cafe" because of the accent mark. Always check your byte count before saving changes.

Amazon also has strict rules about prohibited content. You cannot use competitor brand names, offensive words, or promotional terms like "best" or "top-rated." Breaking these rules can hurt your ranking or result in your listing being removed.

The Amazon keyword policy also forbids misleading terms. Do not add keywords that do not match your product. This hurts conversion rates and can trigger Amazon penalties. Only use relevant terms that accurately describe what you sell.

Strategic Keyword Research for Backend Use

In-depth research is essential to identify targeted keywords. Start with specific tools to see the actual Amazon listing back-end keywords customers are using to search. Amazon has its own autocomplete feature that displays popular search terms in real time.

Once you are familiar with the backend keywords and have incorporated them into your listing, you should start analyzing your Amazon Seller Central search term reports. These will provide you with a goldmine of keyword ideas.

The report will show exactly which terms the customer used to find your product. Look for high-click-through keywords that have not appeared in your listing yet.

Do not forget to look at your competitors' listings when identifying keyword gaps. Please pay close attention to their titles and descriptions. Even if you do not include the keywords in your title, they may still be essential for your backend keywords. Make sure you are not infringing on their exact brand names or trademarks in the backend keyword fields on Amazon.

After gathering enough keywords, you should back up or validate your potential keyword list based on both search volume and competition levels. There are backend keyword tools like Helium 10, SellerApp, and Jungle Scout, which can sometimes provide more detailed keyword data.

Using keyword tools can help identify trending terms and seasonal patterns that can increase your visibility.

Best Practices for Backend Keyword Optimization

Follow Amazon's keyword best practices to plan the best use of your backend space. Do not duplicate the keywords you have already stated in your title or bullet points. It uses character space that could be used to target potential new search terms.

Use only lower-case letters and separate keywords by one space. Do not use punctuation marks, commas, or special characters. The simpler the formatting, the easier it is for Amazon to read and index your keywords.
Be sure to include common misspellings and alternative product names or descriptors. If a potential customer searches for a "coffee maker" but instead types the misspelling "coffeemaker," you will want to include that keyword. You will also like to use abbreviations and/or regional names customers might use to describe each product.

Plan your usage of keywords strategically. Use the most popular keywords first, followed by the long-tail keywords. This way, you will pick the most important keywords while still having the potential to be indexed with extra characters.

Common Backend Keyword Mistakes to Avoid

   1. Sellers frequently make mistakes when optimizing back-end keywords on Amazon, most commonly by keyword stuffing. It means putting too many similar words together. It does not help improve ranking and uses valuable character space.

   2. Do sellers use their main competitors' brand names, or have they ever been branded with banned keywords? It is essential to identify that Amazon will either ignore these keywords or punish the entire listing.

   3. When sellers ask whether they can use competitors' brands (or parts of them) as keywords on Amazon Marketing, the answer is no for other competitors in their category. Sellers should stick to generic terms when describing their products and their categories.

   4. Sellers also use day-of or limited-time offers when describing their product or service. The Amazon Policy does not permit the temporary promotional language for backend metadata fields.

   5. Amazon does not allow marketing speak in these fields. It is also essential to eliminate stop words from backend fields, including "the", "and", "or" and "for", as they do not affect search indexing.

   6. Keywords referencing restricted substances, including "mold," "mildew," or "bacteria," are disallowed unless approval has been provided to sell those products and have accurately labeled products as such.

   7. Avoid words such as "healing," "healthy," or any keyword that makes claims about medical benefits or functionality. Also, avoid expressing compliance unless you have proper documentation from the FDA, EPA, or CPSC and a third-party certification. If the claim is not provable or verifiable, such as "antibacterial" or "FDA approved," do not use that keyword or risk removal of your listing.

   8. Finally, there is more value in keyword relevance than in search volume alone. Adding high-volume keywords that do not relate to their product will damage conversion rates. Amazon tracks users who click through to a seller's listing but do not make a purchase.

Advanced Backend Keyword Strategies

Sellers with a competitive advantage apply advanced, clever practices to achieve comprehensive ASIN search term optimization. Do not be afraid to use keywords that express benefits and describe what your product will help achieve. An herbal tea, for example, could have "stress relief" or "better sleep," which will get solution-based searches.

Consider non-U.S. markets if selling globally. Spanish terms could be helpful for U.S.-based Hispanic customers. Hindi terms could be applicable for markets in India. Make sure to use foreign-language terms only on appropriate marketplaces.

Use seasonal keyword rotation to stay relevant to marketplace demand year-round. Vacation and outdoors terms provide great non-U.S. keywords for summer products—gift terms for holiday items. When decorating for back-to-school, include education-related terms.

Use intended use keywords to optimize search terms for a target audience. Terms like "gift," "professional," "travel," or "kids" give Amazon context for its audience to see your product. This helps improve click-through rates and conversion rates.

Backend Keyword Fields and Special Options

Most sellers are familiar with the standard Search Terms field, but some accounts provide a few other options. The Amazon-style keywords field lets you include terms like "vintage", "modern", or "minimalist" that correspond to the style you are seeking.

Some sellers have access to additional Amazon Platinum keywords through a program of sorts. This gives you an extra space to target keywords. If you do not have access to such fields, try focusing on optimizing your main Search Terms section.

The Intended Use field is meant to capture how customers plan to use the product they are purchasing. This is your opportunity to add terms like "office", "gym", "travel", and "outdoor" based on how the intended use resonates with the end user. The other field is called the Target Audience. This field is meant for you, as the seller, to help target some demographics.

Subject Matter is a field that allows sellers to include topical keywords that may not fit in other fields. This is a place to include broader category terms and product classifications in which you hope to reach.

Tools and Resources for Backend Optimization

There are countless backend keyword tools available to expedite your research. The Search Term Reports from Amazon highlight a customer's search queries that led to both views and sales of your product. This information actually shows how customers are finding you.

Third-party tools provide a much larger pool of keywords to draw from. Helium 10's Cerebro tool pulls keyword data from competitors. SellerApp provides search volume for keywords. Jungle Scout shows you terms that are popular in your category. Being thorough in your keyword research means using multiple keyword tools to ensure comprehensive coverage.

Consider free research, too! You can look at the items Amazon suggests based on the vendor/competitor's listing in the 'Customers also bought' section. These are real customer behaviors based on previous customer queries and purchases without a paid subscription.

Google Keyword Planner can also provide search terms that customers enter before coming to Amazon. While technical in name, the value of informational keywords, especially if they relate to what your product provides, is still worth including in your backend terms.

Measuring Backend Keyword Performance

To achieve success, you will need to have metrics in place. Most Amazon sellers throw in keywords and hope they increase sales. However, measuring keyword performance is critical to real success.
Besides, if you are not measuring, you cannot know which keywords are working for you or, in the worst case, which are just "dead weight."

Before making changes, be sure to establish a baseline and an indicator to measure performance. Therefore, you can track shifts and optimize your keywords moving forward.

   • Track whether your Amazon backend keywords are actually being indexed. Use the ASIN + keyword test in Amazon's search bar. Type "asin: yourASIN keyword" and see if your product appears in the results.
   • Monitor organic ranking changes after adding new backend terms. Tools like SellerApp's rank tracker can automate this process for multiple keywords. Look for improvements in your target keyword positions.
   • Watch your Search Term Reports for traffic increases from backend keywords. Rising impressions and clicks for terms you added to the backend prove they are working. Track conversion rates to ensure keyword relevance.
   • Set up regular performance reviews. Check indexation monthly and update underperforming keywords quarterly. Amazon's algorithm evolves, so your backend strategy should adapt too.

International and Local SEO Considerations

Going beyond basic keywords is essential to expanding your reach on Amazon. To show your products to buyers wherever they shop, you need to consider local and international SEO factors.

By understanding how shoppers search across regions and languages, you can modify and localize your backend keywords to better serve local users and international sites.

   1. Some sellers in regional markets, such as India, need a localized backend strategy. Use terms such as "steel tiffin" or "lunch dabba" that local customers are using. Using keywords related to the festival, such as "Diwali gift," may increase your seasonal sales in a localized market.
   2. Sellers in North America should consider adding Spanish terms in the appropriate areas. Terms such as "para mujeres" or "regalo" may help attract Hispanic shoppers who are searching in their native language.
   3. European sellers should add local-language terms that are most relevant to their products. Targeting keywords in languages such as French, German, Italian, or Spanish may broaden your reach in the EU marketplace. Make sure each term is commonly used and relevant to your products.

Do not simply rely on direct translations for localized terms that may sound awkward or out of touch. Research how native speakers are searching for the type of product you are offering in market-specific search engines. Use local keyword tools or input from a native speaker to help confirm your local search terms are accurate.

Backend Keywords vs. Other Amazon SEO Elements

Backend keywords are an extension of your visible content, not an opposition to it. Your title will include the main keyword. Your bullet points will clarify the main features and benefits of your product. The backend keywords fill in the gaps.

You will not utilize the backend space for keywords that are already included in the title or bullet points. Instead, it will feature synonyms, misspellings, and related terminology that expand your reach for those keywords without being redundant.

A+ content and product descriptions may naturally include more variations of the keywords. Similarly, the backend may also be used for keywords that, while not appropriate, could still drive relevant traffic. They are not typically conducive to visible product content.

PPC campaigns allow testing keyword performance before adding a keyword in the backend fields. If the product's conversions are high, it is reasonable to assume that adding a keyword to the PPC backend will yield similar results in organic.

Compliance and Policy Guidelines

Compliance with Amazon's policies is not simply a box to be checked. It means your product listings comply and benefit your long-term success. Before you add those new backend keywords, make sure you have the latest Amazon policy and adjust your thinking to fit their latest standards.

By keeping policy and compliance in mind, you avoid penalties and build trust with both Amazon and your shoppers.

   1. Stay alert to Amazon's keyword policy changes to avoid penalties. Amazon frequently reviews its guidelines—particularly regarding prohibited content and competitive claims.
   2. Do not include false or misleading information in the backend fields of your listing. Any terms must accurately reflect your product or your product's intended use. Arizona's misleading keywords will not convert, and they can put your account at risk of suspension.
   3. Record and document any keyword decisions and sources. This is beneficial for training your team and for reviewing compliance with policy. The clearer your standard of practice, the fewer chances of error you will have from your team (and you) when having multiple people manage a listing.
   4. Regular audits will support compliance. A monthly review of backend keywords, along with notes on relevance and policies, will help keep the content and listings Commerce-compliant. Outdated and questionable terms should be removed right away.

Quick Implementation Checklist

Beginning backend keyword optimization does not need to be complicated. By following the proper steps, you can easily review, update, and enhance your listing's discoverability. Use this checklist to process both effectively and efficiently. It ensures you do not miss anything important along the way before adding new keywords.

   1. Start by auditing your existing keyword names and the backend setup for variants. Export the existing terms from your listing and check for gaps or duplicates that could be wasting space.
   2. Then, research new account keyword opportunities with whatever backend keyword tool you prefer. Look for terms that are related, have a good search volume, but are not in your visible content.
   3. Start with your Search Terms field and focus on the query string. Stick within your Amazon backend keywords limit. Use single spaces and avoid punctuation. Also, prioritize the keywords you think hold the most value in terms of converting to sales.
   4. If you have access to additional keyword fields, such as Intended Use and Target Audiences, add your keywords there as well. This does not reduce the number of keywords you can fit into your main keyword space.
   5. Once you have made your changes, test your indexation within 24 - 48 hours after adding the new keywords. Keep a sharp eye on performance for 2 - 4 weeks before making larger changes.

Future-Proofing Your Backend Strategy

Amazon's algorithm is constantly changing to meet customer expectations and improve customer experience. It is essential to be mindful of relevance and buyer intent rather than just search volume.

How customers search is affected by voice search and mobile usage. By incorporating conversational phrases and mobile-friendly terms, you can attract more customers through your backend keywords on Amazon.

Crawling and machine learning have given Amazon a better understanding of synonyms and context. This means that exact-match keywords are not as crucial as many sellers think. Instead, comprehensive keyword coverage is more critical.

Remember to keep up with new fields and new options for the backend of your Amazon listing. Amazon sometimes releases new opportunities for sellers within keyword targeting.

Optimization should not stop at launch. Schedule monthly review intervals to add new keywords and remove underperforming keywords. Also, adjust your backend keywords for seasonality.

Backend Keywords are your biggest weapon for success on Amazon. Being strategic and confirming which backend keywords you use is an easy way to get more searches, more customers, and ultimately increased sales without additional advertising spend. Get started today to optimize your backend keywords and see results in as little as a few weeks.

Dotcom Reps — Turn Product Pages into Profit Engines

The line between a struggling seller and a successful seller is often just a matter of detail. You can optimize your products by using other sellers' requests, now that they've realized the value of Amazon Backend Keywords.

Are you ready to see an accurate scale like never before, with experts who eat, sleep, and breathe Amazon? Dotcom Reps exists to take the types of optimization opportunities on Amazon that are all too often ignored. They can provide the attention needed to drive measurable revenue growth.

We have a team that can audit your backend and fix compliance issues. In addition, we can deliver a system you can repeat on an ongoing basis to drive rank and revenue every month. Book a free strategy call before January, and you will start growing profitable traffic within weeks with no extra investment in ads.

If you are interested in Amazon backend keyword optimization, also read our guide that outlines deeper and advanced strategies to optimize and make the most of your results with Amazon backend keywords by reading our in-depth guide: Winning Your Amazon Digital Marketing Strategy.

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