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Amazon SEO Audit: A Complete Guide (+ SEO Tips)

Search engine optimization (SEO) can help your website or products rank higher on search engine results pages (SERPs). In terms of Amazon, it helps your products appear first — leading to more clicks and purchases.

If you want to boost your SEO for Amazon listings, an Amazon SEO audit is a critical step. An SEO audit will evaluate your current rankings and help you find room for improvement.

What does Amazon SEO mean? How can an audit help? This post covers Amazon SEO basics and how to perform an audit. Keep reading for more, or call 888-601-5359 today if you want to speak to an SEO expert directly!

Amazon SEO Guide

Before we get into the Amazon SEO audit, check out some basics with this Amazon SEO guide.

What does Amazon SEO mean?

Amazon SEO is the process of helping product listings rank higher in searches on As an Amazon seller, you can use a few techniques to improve rankings for your listings.

Some factors that impact Amazon SEO include:

  • Keyword relevancy
  • Pricing
  • Product listing information
  • Clicks
  • Reviews

Being on the first page matters — 70% of Amazon shoppers stick to the first page of results. You will miss sales if you have a quality product that people can’t find. Amazon SEO can ensure more sales and higher rankings over time.

What is an Amazon SEO audit?

An Amazon SEO audit is the process of evaluating your current practices and implementing new strategies to improve rankings on Amazon pages.

Audits are crucial parts of any marketing process. As technology advances and algorithms change, you must ensure that your content is up-to-date and compliant with the algorithm’s preferences. What worked for SEO five years ago might not work now!

You can perform an audit yourself or work with a digital marketing agency for help finding the right tactics.

Why do SEO for Amazon listings?

SEO’s benefits are self-explanatory — people don’t shop if they can’t find your products. By working with the algorithm and understanding what helps your products rank, you can enjoy the following:

  • More revenue: With more people clicking on your products, the chance they will purchase from your company increases. As you invest time into your SEO, you can see a higher return on investment (ROI).
  • Better branding: As you invest time and build your listings, you can channel your brand voice and create a solid online presence. Customers will know what to expect when they buy from your brand.
  • Quality user experience (UX): Optimizing your product titles and descriptions can help users find exactly what they want and simplify their search. Improving UX will help the users find your listings and prove to Amazon that you’re a reputable buyer.

SEO is crucial for helping your business succeed with Amazon’s algorithm.

How to perform an Amazon SEO Audit

An Amazon SEO audit includes the following tasks:

  1. Check your product title
  2. Evaluate your keywords
  3. Compare prices to competitors
  4. Refresh or upload your images
  5. Look at your description
  6. Pay attention to reviews

Follow along with the guide below to perform your audit.

1. Check your product title

The first section people will see when searching on Amazon is your product title. If you want people to click on your product, grab their attention with your title and show that you offer the best choice on the market.

Product titles are limited to 100 characters. Within that limit, you should include the following features:

  • Brand (if applicable)
  • Product name
  • Material
  • Quantity
  • Color

Here is an example from Crest toothpaste:

Screenshot of Crest 3D whitening value pack

People won’t trust your post if your product title is too short or hard to read. Include all the necessary data with little extra characters.

2. Evaluate your keywords

Your product listing should match keywords that people search for. If you don’t target relevant keywords, Amazon won’t pull your listing as applicable.

To evaluate your keywords, look at the current listings and see what terms the top products use. Make a list of the keywords you have — if any — and add other relevant terms your audience might search for. You can also use tools like KeywordsFX to find applicable keywords!

Here are some keyword tips to make sure that you get the listing slots you want:

  • Integrate each keyword into your listing once.
  • Only use keywords that represent your product.
  • Avoid high-traffic keywords that don’t fit your product.
  • Use backend keywords that help Amazon but don’t appear for your audience.

3. Compare prices to competitors

Pricing is another crucial factor for your Amazon listings. While you don’t want to underprice your goods, Amazon will skip over you if you have a super high price point compared to competitors.

Screenshot of toothpaste listings on Amazon with red boxes around the prices

Look at other products, materials, and quantities like yours and see the average price. People go to Amazon to find a good deal, so make sure your prices match the other competing listings.

4. Refresh or upload your images

Your product images are crucial to showcasing your supplies. There are two types of images — primary and other view images. Primary images are the main image that appears first:

Screenshot of Colgate Amazon listing

Users will have to scroll through your other view images for more details:

other view images

When evaluating your product images, look for the following:

  • Blurry or pixelated images
  • Zoomed-out or cropped images
  • Promotional text
  • Colored backgrounds
  • Watermarks or text overlays
  • Extra products that aren’t included

Any of these will cause users to click away and penalize your listing with Amazon. You must upload professional-looking photos, whether you take them yourself or outsource a photographer.

All primary images must:

  • Be a professional photograph or cover art of a product
  • Be 1000 image dots per inch (dpi)
  • Have a white background — RGB 255, 255, 255

All other images should include the following:

  • Alternative backgrounds or environments
  • A product dimension and scale image comparing the size to related products
  • A product that occupies at least 85% of the image
  • Close-up and cropped angles

5. Look at your descriptions

Your product description is a small ranking factor, but it can help with UX and encourage the user to purchase. Your description should be detailed without going over the limit and follow Amazon’s product listing guidelines.

Go through each of your descriptions and make sure they include essential details like:

  • Sizes
  • Uses
  • Materials
  • Quantity
  • Brand names

Be sure to include recommended uses and applications for your product as well.

6. Pay attention to reviews

Your reviews and ratings will give you stars on Amazon, and Amazon will pull the top-rated searches to show their audience. Encourage reviews whenever possible by asking buyers directly or offering discounts.

While reviews are partially out of your control, you can manage how you respond to them. Helping customers through any negative experience might encourage them to remove a bad review. This process also shows customers you care about their opinion while helping SEO.

Work with the pros for your next Amazon SEO audit

If you want to revamp your SEO for Amazon listings, work with a certified Amazon Advertising Partner like WebFX!

We have generated over [transactions-simplified] ecommerce transactions for our clients. Our SEO services for Amazon and advertising management for Amazon will help more people find your listings, leading to more purchases and money in your pocket.

Ready to learn more? Contact us online or call 888-601-5359 to talk with a strategist about improving your Amazon SEO approach!

Try our free SEO Checker

Boost your site’s search performance with our free SEO Checker. Analyze your website for optimization tips on titles, headers, content, speed, and more. Get a free report now to enhance rankings on Google, Bing, Yahoo, and beyond!

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