Optimizing Amazon Keywords (Search Terms)

Last Updated: Jun 15, 2018 09:50PM CEST

How Are Keywords Used in Amazon Seller Central?

Products on Amazon can only be found via search if they contain all the search terms a user enters in a search query.
Keyword optimization for Amazon is much different than for other search engines. To make sure your products are listed for as many keyword combinations as possible, you need to equip them with a lot of relevant search terms. This is where Shopping Feed comes in handy. With Amazon Field Mapping tab you can easily include all the relevant keywords in different fields (title; bullet points; search terms; description).
Note that Keyword repetition across multiple fields does not improve search result rankings.
We recommend putting the most important keywords in the fields with the highest weight (title > bullets > search terms > description).

Tips for optimizing your Search Terms (Keywords):

Amazon treats all 5 fields as a coherent set of keywords, so keyword location or relative distance of keywords from one another is irrelevant here.
Amazon limits the length of the search terms attribute to less than 250 bytes in total, for all 5 fields (a number of bytes equals to a number of characters for alphanumeric characters (e.g. a-z, 0-9) while other characters can be 2 bytes or more). Note that there is an extra 200-characters limit per each field.
In other words, you can input 249 bytes in total and up to 200 characters in a specific field.
If an ASIN’s search terms equal or exceed the length limit, none of its search terms is indexed.

  • Include synonyms.

  • Include spelling variations; no need for misspellings.

  • Include abbreviations and alternate names.

  • You can use all lower case.

  • You don’t need punctuation, such as ; : , .

  • Separate words with spaces.

  • Don’t repeat words within the search terms field.

  • Don’t repeat words from other fields, such as Title or Brand Name.

  • Don’t include your brand or other brand names in search terms.

  • Don’t include ASINs in search terms.

  • No need for stop words, such as “a,” “an,” “and,” “by,” “for,” “of,” “the,” “with,” and so on.

  • Use singular or plural; no need for both.

  • No temporary statements, such as “new,” or “on sale now.”

  • Don’t use subjective claims, such as “best,” “cheapest,” “amazing,” and so on.

  • Don’t add abusive or offensive terms.

  • There is no need to mix languages. For example, U.S. ASINs with English search terms are automatically translated into Spanish, if customers are browsing amazon.com in Spanish.

  • Avoid repetitions by using hyphenated keywords: Two words connected by a hyphen cover all possible combinations and the individual words at the same time. For instance, the keyword “anti-aging” covers “anti”, “aging”, “anti-aging”, “anti aging” and “antiaging”.

  • Exclamation points should, by all means, be avoided as they cause a product to only be listed if a search query exactly matches the queried phrase.

  • Use single spaces to separate keywords. Commas are not required and just take up valuable character space.

How can Shopping Feed help fill in Search Terms (Keywords) on my Amazon listings?

Shopping Feed allows you to easily manage Search Terms (Keywords) on your Amazon listings.
You can do that by accessing the Field Mapping tab of your Amazon channel. From there, you will have multiple ways to add Search Terms to your listings.
NOTE: Do not forget to click button at the bottom of the page to save changes.


Option 1. Assign “Static field” to the Keyword fields and specify the value that you would like to be sent over to Amazon for each of them;

For example:



Option 2. Map existing fields coming from your storefront to the Amazon Keyword fields;

For example:

NOTE: You can also create new fields, if needed and map them with the Keyword fields.
If you want to have different keywords for different sets of products, you can easily accomplish that with the help of our Rules Tool.

IMPORTANT: You can also manage Title, Bullet Points and Description of your Amazon listings in a similar way!

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