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Improve Amazon Discoverability


Amazon has overtaken Google as the go-to place for product searches, with over half of U.S. shoppers starting their search on Amazon instead of a search engine.


A 2024 eMarketer report shows 56% prefer Amazon, while only 42% start with Google. Globally, marketplaces like Amazon lead the way too—32% of users head there first, compared to just 12% who use search engines.


The message is clear: when it comes to shopping, Amazon is where the journey begins.


is your brand Discoverable on Amazon?

Here are some strategies to help. To Amazon, it's about connecting the most relevant product when shoppers type in a search term in the search bar.


Improving Amazon Discoverability is a key strategy in our 4-Pillar Method we use with our specialty food clients in our work as an Amazon and Inbound digital marketing agency for gourmet foods brands.


Amazon leads the way for Product Search

Understand that over 3,000 new products are being launched every day – like a Walmart going up every 24 hours. It means competing in your space and getting found is all the more critical. Discoverability is how customers find your products. It's where a sound keyword strategy can make a huge difference.


Optimize Seller Info Page & Company URL

Adding your company logo will give shoppers added confidence to buy with you. Writing a succinct company bio will engage shoppers to get acquainted with who you are and what you stand for. Adding a properly formatted seller URL helps with Buy Box authority and off-Amazon page promotion of your Amazon store. The results will positively impact Seller health and Discoverability.


Mine Keywords via SEM Rush & Helium10

Google search and Amazon search are different. Start by using SEM Rush for Google keywords – also for Google Adwords. What search terms do shoppers use to find your products? Be specific and export into Excel – sorted by:


  • Keyword & or Phrase Some keywords won't make sense or apply. Work to find relevant terms and phrases.

  • Monthly Search Volume The main one to look at. Amazon tends to have higher product searches so if the search term is product specific (intent to buy) then it’s likely higher.

  • Cost per Click Determining CPC to have an ad on Google shows how aggressive sellers are going after it.


  • Competition Less relevant but still shows difficulty in ranking for specific keywords (on Google) and how competitive the market is for it.


gather Amazon SEO Intel with helium10

A tool we use to help Clients understand keywords your top-selling competitors on Amazon use. Helium10's tools such as Magnet2, Cerebro, and Keyword Tracker give insights into optimize your listings and build better Amazon PPC ad campaigns.


With Helium10, find high-traffic keywords. It shows you highest ranking keywords for a product. Make it your goal to generate traffic from both search engines for better overall product Discoverability.


Build a Volume Vs. Relevance Keyword Plan

Create a balance between keyword volume and relevance. High-volume keywords will likely have low relevance. The term "chocolate" may yield 200k searches per month. However the long-tail phrase "organic fair trade dark chocolate bars" might nail your flavor product. But it only may have 500 search per month.


High-volume keywords and phrases cost more and are harder to bid on in Amazon PPC Ads. This might eventually lead to more exposure – but possibly less conversion. Low volume keywords and phrases cost less and are easier to bid on – but they can lead to less exposure but possibly with more conversion.


Insert Keywords in Product Pages

And also the back-end. An optimized product page will have keywords in:


  • Product Titles Keep under 200 character limit including spaces. An optimized product title includes: Manufacturer/Brand, Product Name, Keyword Search Terms, Flavor, Size


  • About The Product Bullets Put keywords here keeping in mind phrase length.


  • Product Description Don't overpack keywords here.


  • Back-end Search Terms Inserting your search terms here completes your strategy.


Start Amazon PPC Ads & Test Keywords

This includes both Sponsored Products as well as Sponsored Brands ads (formerly known as Headline Search ads – available to only those with Brand Registry. Implement Automatic Campaigns to allow Amazon to mine for what it thinks are relevant keywords and you'll get insights as to what keywords are converting into orders.


This process is iterative

You'll want to constantly monitor, tweak, and test – looking at your Amazon Campaign dashboard at Sales generated from your Advertising campaigns, Advertising Cost of Sales (ACoS), non-converting keywords and your overall organic sales. Do away with non-converting keywords and double down on ones that convert. So there it is!


Happy Amazon Selling!


Lou Nicolaides

(626) 703-4592

 
 
 

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