A Can question

Can an SEO company help with Amazon SEO?

3 min read Cites 2 sources

Some can, but Amazon SEO is a different job from Google SEO, so check before assuming. Google ranks web pages that answer a query and sends people to your site; Amazon ranks product listings inside its own store, where the shopper buys without leaving. Amazon SEO means working on those listings: titles, bullet points, descriptions, the hidden search terms field, images, enhanced brand content, reviews, and the pricing and stock that decide whether a shopper who finds the listing buys. Some general SEO companies offer it, and some agencies do nothing else, so ask what experience sits behind the offer.

What the work covers

The work centers on the product listing in Seller Central. Titles carry the terms shoppers use for the product, within Amazon’s rules on length and format. Bullet points and descriptions answer the questions that decide a purchase. The search terms field, which shoppers do not see, holds relevant terms that do not fit naturally in the visible copy. Images and A+ Content, which Amazon lists among its tools for brands, show the product in use and answer questions before they are asked.

Around the listing sit the commercial facts: price, stock, delivery promise, and how the listing converts. A listing that runs out of stock or does not convert loses sales no matter how well it is written, so a company doing this work should report on those numbers, not only on keyword positions.

Reviews, within Amazon’s own tools

Reviews affect whether shoppers trust a listing, which is why shortcuts here are tempting and costly. Amazon’s page on its Customer Reviews tool names the routes it offers sellers: the Request a Review feature on the order details page in Seller Central, which sends automated review requests to customers, and Amazon Vine, which it describes as a program to “help generate high-quality reviews and boost sales.” The same page suggests resolving critical reviews, those below three stars, at least every 30 days. A company that proposes buying reviews is proposing something the FTC’s rule on consumer reviews and testimonials prohibits, as its summary states, alongside fake reviews and other practices.

Claims to question

Amazon SEO attracts confident claims about named algorithm versions and exact lists of ranking factors. Ask where any such claim comes from. A careful company separates what Amazon documents for sellers from what practitioners infer from testing, and it shows you the listing changes it made and what happened to traffic, conversion, and sales afterward.

Choosing who does it

Ask a general SEO company whether it has optimized Amazon listings before, which ones, and with what measured result. Specialist Amazon agencies work in Seller Central, Brand Registry, and Amazon’s advertising as their main business, which matters if most of your sales happen there. If you sell across several channels, a company that can coordinate your website, Google visibility, and Amazon listings may suit you better, provided the person working on Amazon has done it before.

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