Many cross-border e-commerce merchants use Google Chrome. Merchants can use the correct keywords in the backend part of Google, and the relevant websites will rank higher than others, and can even appear at the top of the first page. in several search results.

For the same reason, when merchants want to sell products on Amazon, they hope that their products can appear on the first page of search results or higher, thereby increasing exposure and sales opportunities. The key here is how to do product research and optimize your own listing.

If you fully understand how the algorithm works, you can effectively improve your rankings and give your products the opportunity to be displayed to a larger audience. Below we will go into the details of backend keywords and give some tips to help you choose more suitable backend keywords for your listings. :)

First of all, let’s understand what are background keywords? Amazon allows sellers to improve ratings and traffic by using correct and appropriate backend keywords for related products. These keywords will only appear in the "backend" of the listing, which means that buyers or people viewing the product on the platform will not see these keywords. Only Amazon can see these keywords. It will then calculate rankings based on how many relevant keywords you include in each post.

This is why we say that background keywords can help increase product exposure. Many people will be concerned: If all relevant keywords are used to fill the listing, will it cause the problem of keyword abuse in the listing? The answer is: not really. Therefore, it is very important to use keywords accurately on the front end, and use all other keywords on the backend that you think will improve your rankings.

The question comes again, where to find and manage background keywords? See below for a quick overview of the process.

Procedure: Log in to Amazon’s Seller Central — Navigate to the “inventory” tab — Click the “Offer” tab — Select “Keywords” to access the hidden keywords section.

2. The importance of background keywords

As mentioned above, keywords can help products achieve higher and higher rankings. Then, with the right combination of keywords, your product will appear on their IQs even for other similar products. Therefore, backend keywords are a golden opportunity. You can gain rankings through keywords that cannot be included in the product listing front-end. Moreover, these keywords that cannot be included are highly relevant, with high search volume and search result rankings.

Another advantage is that no one except Amazon can see the keywords you choose, so you can well protect your keywords from being plagiarized or used by competitors. Businesses steal and they will continually rank for your keywords.

For example, if someone searches for indoor bicycles, your listing will appear in the search results, but if someone searches for keywords such as gym equipment, home cardio equipment, etc. that you have not entered, your product will not be included at all. will appear. If you do keyword research correctly before this and enter all the keywords related to your product, then your product will appear in more search results.

Different buyers will enter different keywords when searching for what they want, so we have repeatedly strongly recommended that in the background of each listing, add as many keywords as possible to all Different keywords. This can effectively increase the number of people exposed to your product, and accordingly, sales opportunities will also be increased.

3.? Indexing and ranking of Amazon backend keywords

Amazon’s product ranking refers to the location and page where your products and listings will appear. Their A9 algorithm uses a variety of factors, but your daily sales velocity primarily determines your listing ranking and how they appear in searches. In the search results, each keyword or phrase has a corresponding sales velocity, which determines whether the keyword or phrase will be displayed on this basis.

So basically, the set of keywords you choose will be compared to the sales of other keywords in that specific category on Amazon.

That’s why it’s important for your product to gain sales quickly after launch. Otherwise, your listing will be directed to the next few pages or even the last page, where the exposure will be zero.

More than 80% of Amazon’s sales are completed on the homepage, so which page your products appear on is very important. You need to make sure that your listing is fully optimized and included in all relevant keywords, so that you can increase your sales on Amazon.

For example, if the keyword "clock" brings 30 sales, and "digital clock" brings 100 sales, then the ranking of the keyword "digital clock" in the search results will be higher.

With this information, you can correctly select keywords and add them as background keywords to increase product exposure.

4. Tips for using Amazon backend keywords

Choosing appropriate backend keywords for your listing is actually easier said than done. You must first sift through a large number of keywords until you can find the ones that provide the best results. Here are some useful tips for you, I hope it can help you:

①. Only add the most important keywords

The keywords in the background are limited by bytes and the number of words It is 250 words. This restriction doesn’t really leave you much wiggle room, so choose the keywords you’re going to use wisely and accurately. Because you need as many conversions as possible to improve your rankings and strive to appear on the first results page. So you need to spend more time researching keywords, because this is the most critical factor that determines your success.

You should use the Google Keyword Search Tool and the Amazon Keyword Tool so you can figure out which keywords are most valuable to your listing. Except for the most valuable keywords, remove all other keywords and then use them in your listing backend.

②. Don’t use too many keywords

This means that you should conduct keyword research for each product. It may seem reasonable to include the same valuable keywords in every product listing, but doing so will only have negative effects. So, instead of using the same keyword multiple times on the same page, use each keyword only once. This will be more likely to improve rankings than flooding your listing with the same keyword. This applies to both front-end keywords and back-end keywords.

③. Punctuation marks

Leave a space between the two keywords to separate them. Do not use any punctuation marks. This will greatly affect the keyword search in the listing.

④. Pay close attention to the performance of keywords

Although choosing the right keywords is the key, it is actually only half the job. Adding keywords is not a one-time task, you need to always check how your listing and keywords are performing.

Recheck the background keywords to see if they are bringing enough traffic to the listing. This is just as important as choosing the right keywords. Monitor their performance closely and replace keywords that rank well with keywords that rank poorly. However, keep in mind that any changes you make to your keywords will take time for you to regain rankings. That’s why it’s important to choose the best keywords the first time.

You can modify the background keywords at any time. Even if you can modify the background keywords, don't do it too frequently. It takes time for each new keyword to be indexed and ranked, which means that the traffic during this period will be smaller. Regularly check how your keywords are performing and only modify the ones you really need to modify.

⑤. Ignore plural words

Amazon will automatically recognize singular and plural words of the same type, so inputting words appropriately can effectively save a byte.

⑥. Study Amazon’s guidelines and suggestions

The moment you become a seller on Amazon, you will get various guidelines and rules about backend keyword management. You will also get a listing of rules, and if you follow these rules, you can get your product seen by potential customers quickly. Here are some basic rules to keep in mind.

- Use keywords to target your audience

If you are not sure which keywords to use, think about some questions, such as who is the product designed for and who uses it regularly? Answer these questions and you'll narrow down your target audience. For example, take cooking equipment. Your target audience is housewives, chefs, bakers, etc.

- Use relevant keywords, only those that are relevant to the product. Don’t think that you can get better rankings by using popular keywords. This is a big no-no. Amazon puts a lot of effort into ensuring that the search results it produces are accurate. Using irrelevant keywords will reduce conversion rates. Avoid using all keywords that are not relevant to your product.

- Reasonable order is important, and keywords must be logical to improve your ranking. For example, suppose you want to buy plastic ice-cream cups. You want to search for "plastic ice-cream cups", not "cups plastic ice-cream". Keywords need to be in a reasonable order, so don't put color and shape before the item itself.

- Avoid using brand names, Amazon has very strict requirements for brand backend keywords. If you sell Nike sneakers, don’t use the brand name in your keywords. Use words such as sports shoes, sneakers, outdoor running shoes, etc. Do not use brand names under any circumstances.

The above are some of our insights and tips for Amazon backend keywords. We hope they will be helpful to everyone! I wish you all a bright future. You can consult us for any questions about cross-border e-commerce.