Targeted and properly optimized keywords in your Amazon listings are 90% of the successful Amazon business, so good keyword research is the key to driving traffic to your listings. Of course, there are many other ways to do it: advertising campaigns on third-party websites, internal paid campaigns, etc. But the best way to earn #1 Best Seller status is to optimize your organic traffic by strategically positioning your keywords on your listing. This guide will cover the main aspects of Amazon SEO, including Amazon Platinum keywords, backend search terms, and much more. So, keep reading!

What is the Difference between Keywords Only and Search Terms?

Keywords are the expected user queries that lead them to the site. Keywords help the search engine and the person finds the information they need. In contextual advertising, advertisements are shown by keywords, and in SEO optimization, they reflect the basic concepts, content, and purpose of the text on the site.

When compiling a contextual advertising list, you need to consider customers’ needs. You sell electric lawnmowers. For a person to see your advertisement, the words for which it will be shown are: buy an electric lawnmower, an online store of electric lawnmowers, etc. It is impossible to include all keys, so it is better to use Google word selection tools. They show not only words but statistics on them.

When writing the text for SEO, a semantic core is selected. It lists keywords for which a person is more likely to land on the site. They must be relevant to your products and services. The chosen keywords fit into the text with a specific frequency so that the search engine determines that the information on your site meets the user’s needs.

Search terms are phrases people type in to find the information they need. The search engine analyzes sites and shows the most suitable ones. The issuance of contextual advertising works on the same principle. For example, a person wants to buy a new iron with delivery. They type in the search line “buy a Philips iron inexpensively with delivery.” It is the search term. Such phrases in different variations can be countless.

Search engines constantly analyze what users are looking for and collect statistics that help form a semantic core for SEO and a list of keywords for displaying contextual advertising.

Many consider keywords and search terms to be synonymous, but they are not. Keys are essentially generalized search queries. The semantic core or plan for contextual advertising contains precisely the list of keywords. As part of your ad campaign, you can download reports of questions that users enter into the search box to check how well they match the current list of keywords. For example, people can type “buy a bouquet of roses with delivery,” “buy roses with a bouquet delivery,” “delivery of roses buy bouquets.” These are different search queries, but their statistics will be attributed to one phrase – buy a bouquet of roses with delivery.

Why is Amazon SEO so Essential?

Getting started on the platform isn’t easy. Sellers need to learn a lot of guidelines and adapt to the strict rules of the system. However, in return, they get a “hot” business platform where they can put together a six-digit sum per year. It doesn’t matter what product niche you start in – mass market or unique hand-made products, listing a product on Amazon requires filling in keywords to target your potential clients.

Amazon SEO makes some Amazon listings higher than others in Amazon shopping searches. It includes brand names, product names, and related terms that shoppers search for as keywords in product listings. Good Amazon SEO integrates these words into product titles, descriptions, and other critical areas in an Amazon product listing.

Using brand and product names as keywords in Amazon listings seems easy enough, but there are some nuances. For example, not all buyers looking for your products use the exact words. Thus, online keyword research for Amazon SEO is an essential first step in developing an Amazon listing that will drive sales. This research will show you the words that Amazon shoppers type into the search box when searching for specific products. These are the words you should use to create your listing.

According to our research, in 2023 (as it was in 2022 and most likely will be in 2024) – a high-quality listing will be ranked higher by the Amazon search algorithm than its competitors with low-quality photos and the same type of texts. Not least due to behavioral factors – after all, the more admirable and fresher your page looks in search results, the more likely visitors are to click on it.

Adding an Amazon listing is pretty straightforward. However, using Amazon SEO tactics is crucial if you hope to achieve high search rankings and sell your items efficiently. Your task is to provide the buyer with the visibility of your product and make the selection process as fast as possible. Present your goods so that there are no questions and doubts left, but there is a desire to receive them more quickly. How to do it? Let’s consider several useful methods.

How to Come up with Keywords for Product Listings?

Newcomers to Amazon always need to navigate the existing market, competitive supply, and demand. The easiest way to determine exactly how the buyer is looking for a product is to follow them. Information from the Amazon search bar can tell a lot.

When you start typing a product name into the search bar on the Amazon website, the system automatically extends it by making suggestions. These are the most popular queries related to your keyword. Moreover, hints are shown in descending order, i.e., the most frequent ones are at the top, the rare ones are at the bottom.

For example, let’s say you want to sell electric can openers. In this case, we enter the exact query “can opener” and look at the output:

The system refers this request to only one category – Home & Kitchen, offering tips: electrical, manual, and frequently requested brands. So, since your product is electric openers, we specify the critical request: 

The system gives out clarifications: from stainless steel, for a kitchen cabinet, with a knife sharpener, colors (white, red, black, blue), etc. By following this principle, you can see what your buyer is looking for themself. Write out these phrases, analyze and save them for listing.

Alternatively, feel free to search for proper keywords in your competitors’ listings. Why reinvent the wheel? Check how other sellers promote similar goods in the Amazon search results. The core of this method is simple: enter a key query, choose top sellers with the same goods, study their title, description, and bullets-points. Then, write down the keywords and phrases that they use most frequently.

Free services give a good result, and often this is enough to start selling on Amazon. But if you want to improve your listing to the maximum without giving competitors a chance, you can resort to using paid services. The principle of tracking is to analyze competitors’ keywords by their ASIN numbers.

How Can Merchants Optimize Amazon Keywords?

Step 1: Optimize backend keywords.

Place enough words in the backend keyword field (“search terms” or “generic keywords”) before including keywords in the content. It will make your text highly readable. If you want to index all keywords, try to keep up to 249 bytes (including punctuation and spaces). Add spaces (for Amazon sellers) or commas/semicolons (for Amazon vendors) to separate the backend keywords. Don’t forget the general keyword requirements.

Step 2: Add remaining keywords in your product content

The user experience and readability are the main things to keep in mind when adding the keywords. They don’t all need to be in the backend. Feel free to place the main ones in the title, product description, or bullet points. In terms of the platform’s SEO strategy, repeating the keywords in different locations doesn’t influence your ranking.

Step 3: Enter additional product and keyword fields.

Additional keyword and product fields could boost the searchability and visibility of goods via the platform’s page navigation and search filters. Thus, you should try to fill in them as completely as possible.

How to Add Backend Keywords on Amazon?

Step 1: Sign in to your AMZ Seller Central account.

Step 2: Under your “Inventory Tab” menu, you will find a “Manage Inventories” section. Follow that link.

Step 3: You’ll see a list of your items. Click on the “Edit” button.

Step 4: Choose Keywords.

You will see five different sections and Platinum Keywords in case you’re a platinum seller.

Search Terms

You should enter a list of search terms here. Try to research and come up with all the possible options clients will use during searches. Include product features and points that make your goods special.

Target Audience

Think of your target audience. Demonstrate to the AMZ algorithm who may find the best usage of your item. Attempt to delve into and answer the following questions:

  • For whom are your products created?
  • Who are the end users of your goods?

What might specify the target audience:

  • Gender
  • Income
  • Profession
  • Location

Subject matter

Describe the visual appearance of your item. You should fill in the detailed info here and include your goods’ special visual characteristics. Leverage all 250 characters that are in your writing arsenal.

Intended keywords

AMZ requires the field to check the item’s functional perks. What conditions, situations, and activities best suit your item?

For instance, the intended use of face lotion would be beauty and skincare.

Other attributes

Some goods have specific usage or qualities. Therefore, AMZ asks you for additional information on the item. Specify it and boost your likelihood of getting valuable leads. 

For instance, smartphones might have a high-quality battery that will lead to prolonged mobile sessions.

Platinum Keywords

This option is for platinum sellers only. This solution was designed for platinum sellers to boost their client experience. You can easily ignore this field if you are not one of them. However, the content won’t hurt if you fill it through. We’ll explain more about Platinum Keywords below.

Frequently Asked Questions about Amazon Platinum Keywords

Merchants who follow the tips mentioned above will see that shoppers can easily find their products. Thus, they can achieve the goal of Amazon SEO more efficiently. It doesn’t require great artistry but simply following certain “rules of the game” to take full advantage of the Amazon system. Want to know more? Let’s cover some of the most popular questions about search terms, for example, ‘What are Platinum keywords on Amazon?’

How to become Amazon Platinum Seller?

So, what is a Platinum merchant on Amazon? An AMZ Platinum Seller was a merchant’s highest rank on the platform. It also provided some great perks. One of the advantages of having this status was enhanced product listing visibility. Platinum sellers could also sell goods in restricted AMZ categories, giving them exclusive access to some clients. Such categories were reserved for the highest quality products.

Merchants could gain Platinum Seller status only by getting an invite from the platform or applying to the support team if they already were Professional Sellers. 

Amazon Platinum Keywords in your Seller Central?

Amazon Platinum keywords allowed sellers to develop their storefronts to increase the visibility of the goods they most wished to promote to their clients. In addition, the keywords helped merchants compose product ‘trees’ that made their items easy to navigate on Webstores or regular product pages on

With the introduction of the Amazon Store feature, the marketplace didn’t need to keep Platinum keywords. Amazon restricted customization to top sellers to encourage businesses to stay on the platform. The Platinum keywords box is available to all sellers, but it only affects how items appear for Platinum merchants.

Amazon Platinum Keywords examples: how many Platinum Keywords on Amazon can you have?

When the Amazon Webstore option was active, sellers used Platinum keywords to categorize their goods and create a better visual design on their product listings. Being a Platinum seller meant being more impactful and pleasant for the shopper’s store.

Merchants also had to isolate sub-categories within certain product categories. For instance, let’s say they were selling Latin dance shoes. Here, an Amazon Platinum category was tennis shoes (similar to the “parent” category for SEO purposes.) 

An Amazon Platinum sub-category (or “child” category for AMZ SEO) would be black Latin dance shoes. Black-and-white Latin dance shoes could be an even deeper “sub-sub-category” if sellers wanted to take their website structure to another level.

How to enter Platinum Keywords on Amazon?

The slots for Amazon Platinum Keywords are still accessible in your Seller Central account. However, such keywords have no value for sellers who don’t have Platinum status. At the same time, there’s a lot in Amazon SEO that stays a mystery, so feel free to fill out the slots for good measure.

  1. Log in to your Seller Central on 
  2. Find the “Inventory” bar and click on “Manage Inventory.
  3. Proceed with “Edit Listing” to add Platinum Keywords to your particular product listing. 
  4. Go to the “Keywords” item. You’ll see the slot with existing Platinum Keywords or add new ones to your product pages. 

Do backend keywords influence AMZ SEO?

Backend search terms are hidden search words that only Amazon merchants are privileged to. While shoppers can’t see such keywords, they serve as a method to tell the platform’s algorithm that a particular keyword is relevant to your product listing.

It’s a way for Amazon users to target keywords they could not add to their product page. Moreover, such search terms let merchants compose engaging and clear text for their listings while ensuring that the platform indexes all keywords relevant to the products. Thus, backend search terms are critical to enhancing visibility and driving sales. 

Amazon Platinum Keywords: Final Thoughts

Platinum keywords were a powerful method for Platinum Merchants to produce a unique customer experience on their Webstores and pages.

Because of high competition among new sellers on the marketplace, such an option went the way of the dinosaur. As a result, the Webstores began to fade before being discontinued.

Alternatively, many merchants now put much effort into SEO to fill their product listing pages as accurately as possible with keywords to cover a broad audience base. The platform internally utilizes a rank algorithm based on the frequency of search terms and the associated keywords. So, retailers who don’t pay enough attention to optimizing their keywords can lose customers and profits. 

How to keep track of your keyword rank on Amazon? The good idea is to use a special tool for this. Apart from many other product listing monitoring features, SellerSonar scans the organic and ad ranks of keywords’ dynamics compared to the previous day and shows the statistics within 10, 30 days, 6, and 12 months. Users can quickly check search terms in the top 10, top 30, and top 100 and AMZ choice. Moreover, within the shortest time frame, it will also be possible to compare the graphs of product competitors for each of the search terms. 

Sounds great, doesn’t it? So, register for a free 29-day trial and get started with the best Amazon keyword tool to get as many insights as possible.

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