At Sellics, we do a lot of testing to back up and build new knowledge about the workings of the Amazon ranking algorithm. For this we usually use certain products we have listed on Amazon to measure the impact of adjustments, like keyword selection and positioning.
With this experiment, we wanted to find out if it helps you to repeat keywords in your Amazon product listings, i.e. if a higher keyword density can improve your rankings.
You always have different options to place keywords:
• Product title
• Bullet points
• Seller Central search terms
• Product description (this is not a standalone keyword field per se though, and will only be taken into account in combination with other fields)
We tried to test if it gives you an advantage for your products’ rankings to repeat relevant keywords in these different fields.
We created several groups of products on Amazon for this experiment. Each group consisted of 4 products, and each group had a specific keyword. This keyword was then entered 1 to 4 times in the different keyword fields, all other things being equal about the products. So for example, the first product in a group contained the keyword only in the title, while the fourth product had the keyword in all fields (title, bullets, search terms, description). We then checked the rankings of the different products when entering the group’s keyword as a search query.
The table shows the relative rankings of the products 1-4 for each group, and we can see that there is no systematic relationship between keyword density and the ranking for a product. Rankings didn’t seem to be affected in any way, so it seems that rankings are determined randomly for products that contain a given keyword and are otherwise identical.
Insights for Amazon optimization
1) Repeating keywords across multiple keyword fields does not improve search result rankings.
2) At the same time, key word repetition is not punished by Amazon’s algorithm.
The key take-away from this: since entering keywords repeatedly in different keyword fields does not improve a product’s ranking, you should not waste the limited space but rather try to find as many unique keywords as possible to make sure your product can be listed for as many search terms as possible. Put the most important keywords in the fields with the highest weight (title > bullets > search terms > description).
A final note: while keyword repetition isn’t effective for Amazon’s search, it’s still important for Google SEO, so it can be useful to repeat the top keywords in the product description (avoid keyword stuffing though). The description is not as influential as the other fields on Amazon and the space is not as limited as for the more important keyword fields.