What Are Platinum Keywords On Amazon?

Adam Wilkens


In the ever-evolving world of Amazon SEO, some strategies come and go. You might have stumbled upon the term "Platinum Keywords" and are wondering if they hold the key to unlocking Amazon sales success. The truth is, Platinum Keywords are a relic of the past. This guide will shed light on what Platinum Keywords on Amazon were and, more importantly, equip you with the up-to-date strategies that truly matter for optimizing your listings and dominating Amazon search results in today's landscape. Let's dive in and discover the best practices for keyword research and implementation to make your products shine on the Amazon marketplace!

What are Platinum Keywords on Amazon?

You’ve seen this special section inside your description menu within the ASIN details, but what are they and why are they any different than regular keywords?

The truth is that Platinum Keywords on Amazon are no longer relevant or used. Once upon a time Amazon had a grading system that coded seller relevance based on a traditional table of elements—Platinum, Gold, Silver, etc.

If you were a platinum-level seller, you were provided an extra organic boost via these Amazon Platinum Keywords. However, they are now a redundancy and serve no value. Sorry for the bad news, but it's true.

In a case filed through our agency account just this week we received the below reply from Amazon Seller Support:

“Hello from Amazon Selling Partner Support,

We understand your concern is regarding to use of platinum keywords on Amazon. We understand your concern and please know that we are here to support you and address any concerns you may have Please be informed that, Platinum Keywords - platinum_keywords on Amazon are No longer used. Previously used to populate platinum sellers storefronts, this attribute is redundant.

Regular keyword -For customers to find your products on Amazon, it’s important to provide search terms they might use when searching for what they want to buy. Search terms are keywords used by search engine for lexical matching between an ASIN and a query. In this document, search terms mean terms entered by sellers into “generic_keywords” or “search terms” fields when sellers list or update an ASIN, which are indexed in search engine for matching.

For more information please refer the help page: https://www.sellercentral.amazon.dev/help/hub/reference/23501 for regular keyword. This doesn’t mean you should give up on keywords!

Keywords are the backbone of your discoverability. They are used both on the front end, and visibly displayed to the customer. They are also on the back end, invisible to the customer but very influential to your detail page SEO.

The front-end keywords are in your title, bullet features, product description, and A+ content. The back-end keywords are located in your hidden keywords, image tags, and image keywords in you’re a+ content/brand store. It’s essential to have even a basic understanding of the importance of keywords on Amazon SEO, so you know how to improve your product detail page relevance if needed.

Improving your Amazon SEO organically is crucial for driving more traffic to your product listings and increasing sales. Here are some effective strategies to enhance your Amazon SEO without resorting to paid advertising:

1. Keyword Research:

  • Start by conducting thorough keyword research to identify relevant keywords that potential customers are using to search for products similar to yours.
  • Use tools like Amazon's built-in Keyword Research tool, MerchantWords, Helium 10, or Jungle Scout to discover high-value keywords.

2. Optimize Product Titles:

  • Craft compelling and concise product titles that include your primary keywords. Front-load your title with the most important information.
  • Avoid keyword stuffing; make sure your titles are reader-friendly.

3. Enhanced Brand Content (EBC) or A+ Content:

  • If eligible, use EBC or A+ Content to create visually appealing and informative product descriptions. This can help you stand out and provide valuable details to potential buyers.

4. High-Quality Images:

  • Use high-resolution images that showcase your product from various angles.
  • Follow Amazon's image guidelines and include zoom-in and lifestyle images when applicable.

5. Informative Bullet Points:

  • Craft clear and concise bullet points that highlight the key features and benefits of your product.
  • Use bullet points to reinforce your primary keywords naturally.

6. Detailed Product Descriptions:

  • Write informative product descriptions that provide valuable information about your product.
  • Use natural language and incorporate secondary keywords where relevant.

7. Backend Search Terms:

  • Utilize Amazon's backend search terms to include additional relevant keywords that may not fit naturally in your product listing.
  • Avoid repetition and special characters.

8. Competitor Analysis:

  • Study your competitors' product listings and identify keywords and strategies they are using successfully.
  • Learn from their strengths and find ways to differentiate your product listings.

9. Customer Reviews:

  • Encourage customers to leave honest reviews of your products. Positive reviews can improve your rankings and build trust with potential buyers.
  • Respond to customer questions and concerns promptly.

10. Amazon PPC Advertising:

  • While this is not an organic strategy, Amazon PPC campaigns can help you drive initial traffic and gather valuable keyword data.
  • Use the insights gained from PPC campaigns to refine your organic SEO strategy.

11. Fulfillment Method:

  • Utilize Fulfillment by Amazon (FBA) if possible. Products fulfilled by Amazon tend to receive better rankings and can be eligible for Prime shipping.

12. Price Competitively:

  • Competitive pricing can positively impact your click-through rate and conversion rate, both of which influence your search rankings.

13. Monitor and Adjust:

  • Regularly monitor your product performance and rankings.
  • Adjust your strategy based on changes in customer behavior, market trends, and Amazon's algorithms.

14. Build External Traffic:

  • Drive external traffic to your Amazon listings through social media, email marketing, or your website. This can help boost your organic rankings.

15. Use Amazon Brand Registry (if applicable):

  • If you have a registered brand on Amazon, you can enjoy additional benefits such as enhanced content and protection from counterfeit listings.

Remember that Amazon's search algorithm can change, so it's essential to stay updated on best practices and adapt your strategy accordingly. Consistency, relevance, and providing an excellent customer experience are key to long-term success with Amazon SEO.