Oftentimes when we think about SEO and search engine marketing, we think about Google as the only search engine that matters. 

However, there are many different search engines that we don’t think about, like YouTube, or, for businesses that sell products online, Amazon.

Amazon’s search engine helps products get ranked and helps you find the right product to suit your needs based on your search entries. 

Without it, your products might not be found and you could lose out on potential sales. Thankfully, Amazon SEO can help your brand find success and reach customers. 

• But what exactly is Amazon SEO? 
• How does the Amazon algorithm rank your product listings and how can you improve? 
• And what Amazon SEO tools are available to help you track your SEO and help your business grow?

In this article, we’ll answer all these questions and help you understand everything you need to know about Amazon SEO.

How to Optimize Your Amazon Ranking

Optimizing your different factors will help you improve your Amazon rankings. 

Once you understand the importance of each individual ranking factor, you can work on putting together a comprehensive strategy that targets each point. 

Here are a few examples of things you can do to optimize your rankings: 

• Writing great Amazon sales copy and product titles.
• Taking high-quality product photos and videos.
• Creating the best product descriptions compared to competitors.
• Listing product features as bullet points.
• Prioritizing the user experience on your product page.
• Getting great reviews and managing your ratings and questions.
• Conducting keyword research to pick the best target keyword phrases.

Amazon SEO Tools: Which is the Best SEO Tool for Amazon?

While you may have a better idea of how to improve your rankings, it can still be hard to manage your copy and keywords without the help of one or more Amazon SEO tools. 

Having a keyword checker or other Amazon SEO tool by your side can cut down on many of the concerns you have about picking the right words and optimizing the right content. 

Here are a few of the best Amazon SEO tools for your business:

Ahrefs Site Explorer

Ahrefs helps you identify which keywords are bringing visitors to your different product pages. 

You also get a dashboard that helps you monitor different Amazon metrics that might be hard to calculate or track on your own. 

You’ll see your results for all your keywords to help you decide how to move forward.

It’s easy to underestimate just how competitive things can get on Amazon. Sometimes, a subtle change—like tweaking your main image or rewriting one bullet point with a phrase customers are actually searching for—will send your listing climbing faster than you’d expect. I’ve seen people obsess over expensive tools but ignore the basics right in front of them, and that’s usually a bigger mistake. If you can combine a few reliable tools with some plain old attention to detail, you’ll probably be ahead of most sellers, at least in my experience.

As you explore these tools, don’t forget that Amazon’s own A9 algorithm changes over time. What worked a year ago (or heck, six months ago) won’t always move the needle now in 2025. It pays to pay attention to what shoppers are actually doing and reading your reviews for hints on what people care about. Treat those reviews as free research—customers will tell you, loudly sometimes, what you missed. Just don’t get too caught up in “hacking” the algorithm; focus on what helps real people buy with confidence and the rest usually works itself out.

MerchantWords

MerchantWords is a great tool for those without much keyword research or SEO experience. 

It helps you find specific keywords related to your products and helps you increase your online sales without needing to spend your team’s time on research.

KeywordInspector

KeywordInspector helps you find new and trending keywords related to your products, as well as helps you track weekly and monthly keyword trends. 

You can also use different features to help you optimize specific content to attract more buyers.

Scientific Seller

Scientific Seller is completely free, which is great for businesses working on a budget. 

It helps you find keyword information based on buyer history and brings your brand relevant and qualified keywords to add to your product listings.

Google Keyword Planner

While Google Keyword Planner is geared towards helping you find keywords to use in your Google ads, the keyword planner can still help your brand find useful information regarding keywords in your industry, market, and that are related to your products.

Keyword Tool

Keyword Tool helps you find long keyword phrases, otherwise known as long-tail keywords, that you can use to build your product descriptions, titles, and backend tags. 

You can also use this tool for traditional SEO alongside your Amazon SEO keywords.

Sonar

Sonar is a Google Chrome extension that helps you find keywords for listings and any related marketing campaigns. 

You can also discover the keywords your competitors are using and learn which keywords brought in the most profit based on Amazon buyer history.

Wrap Up

Understanding how to navigate the Amazon SEO algorithm and appearing first in searches takes some time and strategy planning. 

Having the right Amazon SEO tools in your repertoire will help you reach your growth goals and help you sell more to customers looking for your products.

If you want to learn more about SEO, take a look at our comprehensive SEO guide! 

This will help you find information on different types of SEO, like on-page, off-page, local and technical. You’ll also learn how to get started with your own SEO strategy and how to gain more authority in your market.

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