Amazon continuously updates their A9 ranking algorithm and in order to achieve the best possible visibility on the e-commerce giant, you need to pay attention to this information.
In general, products can only be found in the Amazon search if the product listing also contains the searched keywords (although there are some exemptions). What are the most important information fields, and how are they currently taken into account (indexed) by the search algorithm?
Product Name (Title)
The product title is fully indexed for the search. It should be noted, however, there are category-specific guidelines (style guides) for the length of the title, which sellers and vendors should follow. Amazon may suppress products with longer titles, meaning you won’t find them anymore. In any case, don’t exceed the maximum length of 200 characters, including spaces — it’s already impossible to store titles longer than that on Amazon.com.
The current limit for backend keywords (“search terms” or “generic keywords”) is 249 bytes (including spaces and punctuation). If you exceed this limit, none of the backend keywords will be indexed. Don’t worry: If you do cross this line while you’re editing or creating products, a warning appears — saving the changes will only be possible again once the number of characters has been reduced.
For existing products that meet the previously valid limit of 250 bytes (without spaces), all backend keywords will continue to be indexed — as yet. We recommend a regular audit with a ranking tracking tool like Sellics to see if these products can still be found.
Only the first 1000 bytes (including spaces) of all five bullet points (in sum) are indexed for the Amazon search. Keywords after this limit are not considered. In principle, you can still use 500 characters per bullet point — but to keep the bullet points readable and thus avoid an adverse effect on the conversion rate, you should keep the text shorter anyway. Our recommendation: Use a maximum of 200 bytes per bullet point. This will result in full indexing (5 x 200 = 1000 bytes) and a good conversion rate.
The product category is the decisive factor for indexing the product description (maximum 2000 characters with spaces).
While in some categories, the indexing applies to all the keywords listed in the product description, you shouldn’t rely on this. The following is true for most categories:
- Search for individual keywords in the description = Not visible
- Search for at least two keywords in the description that are close together = Visible
- Search for keywords from the description in combination with at least two other keywords from one or more other indexed fields (e.g., title, bullet points, backend keywords) = Visible
The description is, therefore, suitable for longtail keywords in the context of Amazon SEO. You should, however, always use a ranking tracking tool such as Sellics to check whether the included keywords actually achieve a ranking. The description is also useful for Google SEO.
Due to the indexing limitations, our recommendation remains: Persuasive content in the product description is the best strategy to optimize conversion.
A+ Content & Enhanced Brand Content (EBC)
A+ Content & EBC are not indexed
Neither A+ Content (for vendors) nor Enhanced Brand content (for sellers) is indexed for the Amazon search. Products cannot be found via the keywords contain within these content types, including the image tags.
The original article was published on Sellics.com and you can read the full post here.
If you want to conquer the giant that is Amazon, you have to stay up to date with the latest information. Here at RT7Digial, we have a dedicated team working on Amazon seller central and vendor central.
If you require any assistance with getting started, optimising your listings, running paid advertising on Amazon or just campaign management, you can contact us on 087 151 4637 or alternatively email us at firstname.lastname@example.org