Customers should be able to find your products before they can buy them, and searching is the
primary way they can do that. Customers search by entering keywords and Amazon matches this
against the information (title, description, and so on) that you provide for a product.
Factors such as degree of text match, price, availability, selection, and sales history help
determine where your product appears in a customer's search results. By providing relevant and
complete information for your product, you can increase your product's visibility and sales.
Below are some general guidelines to improve your product listings.
Product detail page
Each individual word in the Product Name (Title) is searchable on its own. For example, a
product called Laura Ashley Sophia Collection 300-Thread-Count Pillow Cases (Blue, Queen, Set
of 2) is better than Blue Pillow Cases. This is because the recommended Product Name above
includes this information:
Brand - Laura Ashley
Product line - Sophia Collection
Material or key feature - 300-Thread-Count
Product Type - Pillow Cases
Color - Blue
Size - Queen
Packaging/Quantity - Set of 2
To learn more about how you can create a compelling offer to your customers, see improve
Titles should be approximately 60 characters long. You only have a moment to catch the eye of
a customer and your online title on Amazon should echo what would be on the physical packaging
of a product.
Keywords & search terms
You can add additional keywords to an ASIN's catalog data to describe that product. These are
hidden from the customers.
To add keywords:
Go to Manage Inventory under the Inventory
Click Edit next to the product you want to add keywords to in
On the next page, click the Keywords tab and enter your keywords
in the Search Terms field.
Amazon limits the length of the search terms attribute to less than 250 bytes to
improve the quality of search results. To see search term examples and learn more about how
to make your products discoverable within those limits, see Using search terms
Amazon provides you with an opportunity to add search terms for your products. These search
terms should only include generic words that enhance the discoverability of your product. For
example, if you're selling headphones, your search terms can contain synonyms such as
"earphones" and "earbuds." Search terms are not required fields.
Here are some best practices for providing search terms:
Don't include product identifiers such as brand names, product names, compatible product
names, ASINs, UPC codes, and so on.
Don't provide inaccurate, misleading, or irrelevant information such as the wrong
product category, wrong gender, out-of-context words, and so on.
Don't provide excessively long content. Respect the limits that are set for different
Don't provide redundant information such as title, author, brand, and so on. It won't
improve your product placement in search results.
When entering several words as a search term, put them in the most logical order. A
customer is more likely to search for "big stuffed teddy bears" than for "teddy stuffed
Use a single space to separate keywords. No commas, semicolons, or carets are
Don't include statements that are only temporarily true, such as, "new," "on sale," or
Don't include subjective claims such as amazing, good quality, and so on, since most
customers don't use subjective terms in their queries.
Don't include common misspellings of the product name. Amazon's search engine
compensates for common customer misspellings and offers corrective suggestions.
Don't provide variants of spacing, punctuation, capitalization, and pluralization
("80GB" and "80 GB,” "computer" and "computers,” and so on). Our search engine
automatically includes different case forms, word forms, and spelling variants for
Don't include terms that are abusive or offensive in nature.
Abbreviations, alternate names, topics, and key characters (for books, movies, and so
on) could be included as search terms.
Note: Amazon reserves the right to not use all supplied keywords for retrieving products.
Reasons for not using all keywords include, but are not limited to, search computational
efficiency, potential manipulation of search results, irrelevant search terms, and offensive
or illegal terms.