Amazon SEO is one of the most misunderstood disciplines in ecommerce. Many sellers still rely on advice from 2021 — keyword stuffing, exact-match repetition, and backend keyword spam — that no longer works and may actively hurt rankings.
What the A10 Algorithm Prioritises
Amazon's current algorithm weighs several factors above raw keyword presence: Click-Through Rate (CTR) — does your listing get clicked when it appears in search results? Conversion Rate (CVR) — what percentage of visitors actually buy? Sales Velocity — are you generating consistent, growing sales? And Review Quality and Recency — fresh, positive reviews signal ongoing buyer satisfaction.
Title Optimisation That Actually Works
The title remains the highest-weight field, but structure matters. The winning formula is: Brand + Primary Keyword + Key Feature + Secondary Keyword + Size/Quantity/Color (if applicable). This structure satisfies both human readability and algorithmic parsing. Titles that read naturally tend to earn higher CTR, which feeds the algorithm positively.
Bullet Points: Address Objections, Not Just Features
Top-converting bullet points follow a Problem → Solution → Benefit structure. Instead of "Made of stainless steel," write "Built to last with marine-grade stainless steel — no rust, no stains, dishwasher safe." You're solving a concern (durability and cleaning) before it becomes a reason not to buy.
Backend Keywords: Quality Over Quantity
The backend keyword field allows 250 bytes. Don't repeat words already in your title or bullets. Use Spanish translations of important keywords if you sell to bilingual markets. Include common misspellings of your product name.
The sellers consistently outranking competitors in 2026 are those who treat listings as conversion-rate optimisation exercises, not just keyword exercises.