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Optimize Your Listing in 3 Easy Steps

So, you’ve chosen your product, manufacturing is underway – some businesses who are new to selling on Amazon might feel that the most difficult part of the process is over

At the start of this 3-part blog series, we discussed the components required in order to optimize your listing:

  • Keyword research & analysis
  • Listing creation (Amazon Page)
  • Seller Central (back end of Amazon Page)


The foundation of a successful Amazon listing is built on carefully researched keywords. Why is a keyword so important? Because this is how your potential customers will find your listing. Amazon uses its custom search engine algorithms to match up buyer searches with relevant products. The algorithms it uses are much simpler than the ones used by Google, but having said that, you need to understand how the Amazon search engine operates if you’re going to get the most out of your product listing.

How to Find the Best Keywords

When a buyer keys in a search query, the Amazon search homes in on listings that contain keywords that are an exact match for the search term. In other words, the most relevant listings. The more keyword matches, the higher the listing will rank. This is why proper keyword analysis is so important – without it, you’re leaving the success of your Amazon businesses more or less to chance. To get started on this process, I will determine who your top 10 competitors are on Amazon – the businesses that have similar products that are currently achieving the highest rankings. I start by reviewing brand analytics directly from Amazon, including reports on organic sales achieved. I’ll also take into consideration a product’s Best Sellers Rank (BSR) – you may have seen these on other Amazon listings before (for example: “#3 in Toys & Games”). This ranking system is based on historical, recent and predicted sales data and compares numerous products in the same niche category. By focusing on the top-ranking products in your category niche, I can determine which listings are having the most success (in other words, which listings are using the best keywords). Finally, I’ll look at a product launch date. If a product has achieved high sales over an extended period, then it generally means they have more high-ranking keywords indexed.

Did You Know? The top 10 Amazon sellers will make 80% of the total sales on that keyword!

There are a few different online tools available that allow Amazon sellers to isolate keywords in listings:

  • Legendary by AMZ Savages

Once I’ve established who your top 10 competitors are, we can start drilling down into the actual analysis of the keywords. At this stage, it will become apparent that not all the keywords being used by your competitors are relevant to the product you’re selling. So, to begin with we’ll eliminate any keywords that have no bearing on your product listing. After filtering the keywords for relevance we’ll focus on the associated search volume metrics. This tells me how much your product could be making in monthly sales once it achieves a ranking amongst the top 10 sellers.

Fun Fact: A Keyword with a minimum search volume of 500 can potentially lead to at least 2 sales per day!

Ready to create your listing? Click here to follow our expert's steps.

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