In 2025, Amazon isn’t just a retail giant it’s the world’s second-largest search engine for product discovery. With over 63% of consumers starting their product search on Amazon (Statista, 2025), ranking high in Amazon search results isn’t just important it’s critical. Nearly 70% of clicks happen on the first page, and 35% on the top three listings.

So, if you’re not on page one specifically in the top few results you’re leaving money on the table.

This in-depth guide reveals how Amazon’s algorithm works, how to structure your listings, which performance metrics matter most, and what strategies top sellers use to dominate their niche. Whether you’re launching your first product or optimizing a 7-figure FBA brand, these tactics can push your listings to the top.

1. What Is Amazon SEO?

Amazon SEO (Search Engine Optimization) is the process of optimizing your product listings to rank higher in Amazon search results. Unlike Google, Amazon’s goal isn’t to inform it’s to convert. Their search algorithm prioritizes listings most likely to result in a sale. That’s why conversion rate and product performance weigh heavily on ranking.

2. Understanding Amazon’s A9 Algorithm in 2025

Amazon’s search engine, A9, has evolved in 2025 with AI enhancements. It determines ranking based on:

• Relevance (keyword matching)

• Performance (conversion rate, sales velocity)

• Customer behavior (CTR, return rate, reviews)

• Inventory and fulfillment method (FBA is favored)

• Pricing competitiveness

A9’s objective is to show the most profitable, high-converting listings for every search term. That’s why organic rank directly affects your traffic, sales, and profitability.

3. Amazon Ranking Factors

a. Relevance Signals:

• Title

• Bullet points

• Product description

• Backend keywords

• Brand name

• Category relevance

b. Performance Signals:

• Conversion rate

• Sales velocity

• Pricing vs. competitors

• Review count and star rating

• Image quality and A+ content

c. Operational Signals:

• FBA vs. FBM (FBA preferred)

• Inventory availability

• On-time shipping rates

• Return rate

4. Optimizing Your Product Listings (Step-by-Step)

a. Product Title (200 characters max)

Best Practice: [Brand] + [Main Keyword] + [USP] + [Specs]
Example: HappyFox Sea Moss Gel – Organic, Wildcrafted Purple Sea Moss for Immunity, 100g, Vegan, Non-GMO

b. Bullet Points

• Start with a keyword

• Capitalize the feature, explain the benefit
  Example: ✅ BOOSTS IMMUNITY – Rich in iodine & antioxidants to support overall health

c. Product Description (Up to 2,000 characters)

Use HTML formatting, break into short paragraphs, include long-tail keywords, and use storytelling when possible.

d. Images & Videos

• 7 high-quality images (main, lifestyle, infographic, ingredients)

• 1 short video (30-60 seconds) demonstrating product use

e. A+ Content

Enables image-rich modules that enhance brand storytelling and product comparison. Brands enrolled in Amazon Brand Registry can use this for a 3-10% uplift in CR.

5. Backend Keywords & Hidden Ranking Boosters

Use all 250 characters wisely.
Tips:

• Avoid repeating front-end keywords

• Use alternate spellings & synonyms

• Include Spanish keywords if selling in the U.S.

6. How to Improve Conversion Rate (CR)

Conversion rate is a top 3 ranking factor. Improve it with:

• Strong product visuals

• Persuasive copy

• Competitive pricing

• Social proof (reviews, Q&A, video testimonials)

Add coupons and “Buy 2, Save 5%” promos to encourage upsells.

7. The Honeymoon Period: Launch Smart

You get a 15-30 day window post-launch when Amazon gives your listing a visibility boost. Maximize this with:

• External traffic (TikTok, Instagram, blogs)

• Amazon PPC (exact match + broad match)

• Reviews via Vine or Request-a-Review button

Achieve 5–10 sales/day early to establish ranking.

8. Maximizing Click-Through Rate (CTR)

What Impacts CTR?

• Main image quality

• Title keyword match

• Pricing & coupon badges

• Star ratings

Use A/B testing tools like Manage Your Experiments to test variations of titles and images.

9. Advanced SEO Tactics

a. Bundle Products

Create virtual bundles to increase perceived value and keyword relevance.
Example: “Sea Moss + Bladderwrack + Burdock Root” Combo

b. Brand Story Section

Use your Brand Story to:

• Highlight brand values

• Cross-sell other products

• Build customer loyalty

c. Amazon Posts & Inspire Feed

Drive free visibility via your brand’s feed. Engage users like Instagram—with shoppable posts.

10. SEO vs. PPC: How to Combine Them

• PPC drives immediate traffic and data

• SEO drives long-term organic sales

Pro Strategy: Run single-keyword campaigns (SKAGs) to push specific terms into organic rank positions.

Example: Bid aggressively on “purple sea moss gel” to go from position #15 → top 3.

Conclusion

Ranking #1 in your category on Amazon takes more than just listing a product—it takes strategic optimization, smart PPC integration, and continuous performance analysis.

Whether you’re a first-time FBA seller or a seasoned pro managing multiple ASINs, the principles of Amazon SEO remain the same: relevance + performance = visibility.

Need help optimizing your listings or scaling your ranking strategy? The Moiz IT team specializes in listing audits, keyword strategy, and launch roadmaps tailored to your niche.

Let’s help your brand climb to #1. 🚀