ASIN Search Terms Optimization

To help customers discover your products on Amazon, you have the option to submit Search Terms, which should be terms customers are likely to use in their search and which are not already used in other fields on the page. As a registered brand, you can make sure your Search Terms adhere to Amazon’s best practices with the ASIN Search Terms Optimization tool.

To optimize your ASIN Search Terms:

1. In Seller Central, access the ASIN Search Terms Optimization tool via the Brand Dashboard (available to registered brands only) under the Performance tab.
2. Click the link in the Search Terms Optimization section.

   You will find a list of ASINs that have not met the recommended best practices for Search Terms. This includes those that:

   • Do not utilize all 250 bytes available to Search Terms.
   • Include Search Terms that are duplicative of keywords in the Title, Bullet Points, or Description fields.
   • Include Search Terms that we do not index and are consequently non-value add (for example, “and,” “for,” “free”).

3. Click Run search terms optimization to go to the ASIN Search Terms Optimization page.

   In the Current ASIN Search Terms area, you will see the Search Terms currently published for the ASIN with non-value add terms highlighted. The Revised ASIN Search Terms area contains the Search Terms retained after removing the non-value add terms.

4. Click Edit to replace those Search Terms with new ones that are not already used elsewhere on the detail page and that follow our guidelines. You can also use the Keyword Insights section on the right to explore other Search Terms.
   Tip: Visit Amazon Brand Analytics to find Search Terms customers are using to discover this or similar ASINs.
5. After replacing non-value add Search Terms and ensuring you are utilizing close to your 249 allocated bytes, click Publish to submit the revised Search Terms. It can take up to 48 hours for the revised Search Terms to publish.

For more information, see Using search terms effectively.