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improve amazon search results

How to Improve Amazon Search Results: The Ultimate Guide to Ranking Higher and Selling More

If you're selling on Amazon and you're not showing up on the first page of search results, you're basically invisible. It’s harsh, but it’s the truth. Over 70% of Amazon customers never click past the first page. That means if your product isn’t ranking high, you're leaving serious money on the table.

Improving your Amazon search results isn’t just about throwing keywords into your listing and hoping for the best. It’s a full strategy that involves optimizing your listings, understanding the A9 algorithm, delivering great customer experiences, and constantly testing and refining your approach. Let’s break down how to actually improve your Amazon search rankings so you can drive more visibility, more clicks, and ultimately, more sales.

Understanding Amazon’s A9 Search Algorithm

Before diving into tactics, it’s important to understand the brain behind Amazon search—the A9 algorithm. Unlike Google, Amazon's algorithm is obsessed with one thing: sales. A9 wants to show products that are most likely to convert. It factors in relevance, performance, and customer satisfaction.

Here are the core elements the A9 algorithm looks at:

Keyword relevance (in titles, bullet points, and backend fields)

Conversion rate

Click-through rate (CTR)

Pricing competitiveness

Product availability (in-stock rate)

Fulfillment method (FBA > FBM, generally)

Customer reviews and ratings

Sales history and velocity

Now that we understand what Amazon values, let’s break down how to improve your rankings step-by-step.

1. Keyword Research is Non-Negotiable

Your first job is to figure out exactly what your customers are typing into the search bar. If you miss this, nothing else matters.

Use tools like Helium 10, Jungle Scout, or Amazon’s own autocomplete to find high-volume, relevant keywords. Focus on both short-tail and long-tail keywords. Short-tail gets volume; long-tail converts better. You need both.

Once you have your keyword list, prioritize them by search volume and relevance. Don't chase keywords that bring traffic but not sales. You want buyers, not browsers.

2. Optimize Your Product Title

The product title is the most critical piece of real estate on your listing. Amazon heavily weights the title in its ranking algorithm, and it's also the first thing customers see.

A good product title should include:

Primary keyword

Brand name (if applicable)

Key features (size, quantity, material, color)

Use cases or value proposition

Keep it clean, readable, and keyword-rich without being spammy. Make sure your top keyword is close to the beginning.

3. Bullet Points that Sell and Rank

Amazon gives you five bullet points. Use them wisely. Don’t just list features—sell benefits. Think like your customer. Why should they care? How does your product make their life easier or better?

Also, sprinkle in secondary keywords here. Amazon indexes the bullet points, so they’re a great place to reinforce relevance without stuffing your title.

Make each bullet punchy. Use CAPS to start each point for clarity (like “DURABLE MATERIAL – Built to last through rough use”).

4. Compelling Product Description

While the product description has less weight in search ranking, it still matters—especially for conversion. This is where you tell your story, build trust, and seal the deal.

For sellers with Brand Registry, use A+ Content. It allows you to add visuals, branded modules, and comparison charts that enhance your listing and reduce bounce rates.

If you’re using plain text, keep it easy to scan. Use short paragraphs, and bold benefits where you can.

5. Use All Available Backend Search Terms

This is your secret weapon. Amazon lets you enter up to 250 bytes of backend keywords. Use them to add misspellings, synonyms, foreign language equivalents, or any relevant terms you couldn’t fit in the listing.

Don’t repeat words already in your title or bullets. Don’t include competitor brand names—it’s against policy. Use every character wisely.

6. Price Competitively

Amazon loves products that sell, and pricing is a huge part of that. If your price is way above your competition, your conversion rate drops, your rankings sink, and the A9 algorithm buries you.

Use tools like Keepa or CamelCamelCamel to monitor historical pricing trends and make sure your pricing is realistic. Don’t race to the bottom, but make sure you’re in the competitive range.

7. Use Fulfillment by Amazon (FBA)

FBA isn’t just convenient—it boosts your ranking. Why? Because Amazon trusts its own fulfillment. FBA listings get Prime eligibility, faster shipping, and better customer service.

Plus, it improves your chances of winning the Buy Box, which in turn increases conversions and drives more data to the A9 algorithm that your product performs well.

8. Get More and Better Reviews

Reviews are social proof. They’re also a key part of Amazon’s ranking logic. Products with more positive reviews rank higher—simple as that.

To increase your review count:

Use Amazon’s “Request a Review” button for every order

Enroll in the Amazon Vine program if eligible

Provide excellent customer service to avoid negative reviews

Follow up with customers via email (within Amazon’s TOS)

Don’t buy reviews. Amazon’s bots are smarter than that. One slip and your listing could be nuked.

9. Boost Click-Through Rate (CTR)

CTR is a ranking factor that many sellers overlook. If shoppers are seeing your product in search results but not clicking, Amazon sees that as a red flag.

To improve CTR:

Use high-quality main images with a clear white background

Add infographics or lifestyle images to show use

Make sure your title is clean and appealing

Price smartly

Use coupons or strike-through pricing to make the listing pop

The more clicks you get from search, the more Amazon rewards you with better placement.

10. Increase Conversion Rate

Amazon wants to make money. If your product converts well, Amazon will push it higher.

To boost conversions:

Offer multiple product images (at least 6-7)

Add video if possible

Answer customer questions quickly

Include a clear, benefit-driven product description

Keep your stock levels healthy

Use A+ Content to create a rich shopping experience

Every single detail matters. Don’t cut corners.

11. Run Amazon PPC Ads (Intelligently)

Paid ads can help you gain traction with keywords that are hard to rank for organically. But you need to play it smart.

Start with automatic campaigns to gather data, then move to manual campaigns where you target specific keywords.

Use Sponsored Products for visibility and Sponsored Brands if you have multiple products. Monitor your ACoS (Advertising Cost of Sales) and adjust bids based on performance.

The goal is to drive enough traffic and conversions that your organic rank starts rising. Once that happens, you can reduce ad spend and ride the organic wave.

12. Track, Test, and Optimize Regularly

Improving Amazon search results isn’t a one-and-done thing. The marketplace is dynamic, and your competition is adapting too.

Use tools like Helium 10’s Keyword Tracker or Jungle Scout’s Rank Tracker to monitor keyword positions. Run A/B tests on titles, images, and descriptions using Amazon’s Manage Your Experiments feature.

If something’s not working, change it. You have to stay hungry and data-driven.

13. Keep Inventory In Stock

Amazon will tank your ranking if you go out of stock. Even for a short period, your listing can drop off the radar.

Use inventory management software or alerts to stay ahead. If stock is running low, reduce ad spend to slow down sales and stretch your remaining units. Avoid stockouts like the plague.

14. Leverage External Traffic Sources

Amazon loves traffic, especially when it comes from outside its own platform. If you can drive traffic from Google, YouTube, TikTok, Instagram, or email, Amazon sees your listing as more valuable.

Use Amazon Attribution to track this traffic and its effect on sales. Combine influencer marketing, content marketing, and paid traffic to diversify your audience.

External traffic = more sales = better ranking.

15. Build Your Brand Authority

The long-term way to dominate Amazon search is to build a brand, not just push products. Brand Registry gives you access to A+ Content, Sponsored Brands, the Brand Story module, Amazon Storefronts, and more tools to improve conversion.

Customers remember brands. Brands build loyalty. Loyalty drives repeat sales. Amazon notices and rewards brands that customers trust.

Final Thoughts

Improving your Amazon search results isn’t about hacks or shortcuts. It’s about playing the long game with smart strategies that align with Amazon’s goals. If you help Amazon make more money by delivering great products that customers love, Amazon will help you get more visibility.

Nail your keyword research. Optimize your listings. Run smart ads. Get reviews the right way. And keep testing and adapting. The Amazon game is competitive, but with the right mindset and tools, you can absolutely climb to the top of the search results and stay there.

Want help optimizing your listings or running your ads? Let's talk strategy. What product are you selling right now?