Detailed explanation of Amazon platform keyword and title optimization strategies

Amazon was founded in 1995 as a book business and has grown into one of the world’s most diverse online retailers. According to statistics, Amazon’s online sales in 2019 far exceeded those of its peers. Its fourth-quarter net profit reached US$3.268 billion, a year-on-year increase of 8%, and net sales were US$87.437 billion, a year-on-year increase of 21%. Amazon has a huge market share globally, covering 14 countries and regions and serving more than 100 countries and regions. Amazon is not only a cross-border e-commerce platform, but also a technology company that invests a lot of resources in technology research and development. Its R&D investment ranks first in the United States.

Amazon displays products through keyword search. After buyers enter the keywords, the system will match the keywords with product names, descriptions and other information. Data shows that 70% of users only click on the first page of search results, and 64% of clicks occur on the first three items of the search results page. It can be seen that keywords have become one of the important sources of link traffic.

Keyword optimization

Basic principles

• Contains synonyms, spelling variations, abbreviations and aliases
• Avoid repeated words, brand names, ASINs, incorrect descriptions, subjective/temporary reviews
• Excludes connectives, punctuation marks, singular and plural, and mixed use of multiple languages
• Multi-word searches should be arranged in a logical order
• ASIN search terms that meet or exceed the length limit will not be indexed

Practical skills

Keyword research is the first step in optimization. You need to find more search keywords and avoid wrong descriptions. Sellers can verify the meaning of words through competitive product analysis, buyer reviews, third-party tools, etc. In addition, start with a single noun keyword, match it with adjectives and adverbs, use scene phrase combinations, and refer to the order of English adjectives to find keyword combinations that buyers are more likely to use.

It is worth noting that Amazon has the right to decide whether to use all keywords provided by sellers. The reasons may involve controlling search efficiency, preventing manipulation of results, or keywords containing irrelevant or illegal words. Sellers can confirm whether the product index contains specific keywords by entering the ASIN plus “+” and “keywords” on the Amazon search page.

Title optimization

The title of clothing products usually does not exceed 200 characters, and the first letter of each word is capitalized. Avoid using big-name brand words to prevent infringement. Mobile display is limited, and the core selling point should be clearly expressed within the first 50 characters of the title. Use phrases with similar structures to match keyword research results. For different sub-SKUs, different titles can be assigned, and the quality of the titles can be evaluated through subsequent advertising promotion effects.

Adjust your title strategy to market conditions. In a highly competitive market, highlight the unique selling points of new products to avoid competition; in favorable market positions, try to use high-traffic keyword combinations to increase exposure.

Conclusion

Whether it is keyword or title optimization, it is inseparable from the understanding of the search logic behind the Amazon A9 algorithm. Operators should be familiar with the weight ratio of each element, the impact of review scores on exposure, the role of keyword length on search rankings, and the impact of title length on traffic. Only by mastering this knowledge can we achieve stable and successful product duplication and sales growth on the Amazon platform.

The above content is synthesized from two articles, aiming to help sellers better understand the importance of keyword and title optimization on the Amazon platform and its practical methods.