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Optimize Your Amazon PPC Manager & Backend Keywords

Best Practices / May 12, 2021

Optimize Your Amazon PPC Manager & Backend Keywords 

How businesses strive to reach top rankings on search engines like Google, the goal is the same for Amazon product listings. 

Once you publish a listing, the aim is to optimize Amazon SEO or, in other words, have your product appear at the top of search results. While multiple factors play into Amazon’s ranking algorithm, such as product ratings and Amazon PPC manager, the optimization of backend keywords or search terms is a crucial method to maximize traffic and conversions.

This article will outline how to access and utilize Amazon back-end search terms the right way — with a step-by-step guide and a series of helpful tips. 

Optimize Your Amazon PPC & Backend Keywords
Optimize Your Amazon PPC & Backend Keywords

What Are Amazon Backend Keywords?

First off, let’s address what a backend keyword is for Amazon product listings. Amazon backend keywords are also known as backend search terms, and you will notice we use these terms interchangeably.

Hence the term “backend” these keywords are not visible to the public. Amazon provided the feature for businesses to optimize and maximize their ranking in search results. In turn, sellers do not have to overload their product names and descriptions to appear on relevant searches. 

Similar to how businesses perform a keyword search for Google SEO, they must also do the same for Amazon SEO and backend keywords. If you currently take advantage of Sellozo’s Amazon advertising services, short and long-tail keywords from ad campaigns may be reviewed and added to your backend keywords. 

As the definition of backend keywords has been tackled, let’s address its role and importance. 


Critical Role of Amazon Backend Keywords

Apart from ranking better, backend search terms help appeal to your potential customers. 

More often than not, a possible buyer will opt for a listing that offers captivating imagery and direct response copywriting. Buyers want to see exceptional products, and it’s also true directing a buyer to ‘add to cart now’ is effective in Amazon listings.  

Before the spotlight on backend keywords, sellers would stuff their titles and descriptions to the extent that it puts off listing viewers. It is no longer a game of who can fit the most words — it is now a game of who can insert the right keywords correctly. 

By not utilizing backend keywords, you are limiting the views and the searches you gather. For example, if your product is facial wash, you would direct your focus on the words that directly surround “facial wash,” like face wash. With backend keywords, you can apply the more diverse variations of your product, like facial cleanser, face cleanser, cleanser, and more. To know where to start, it is a good idea to take a peek within your Amazon PPC manager

Though this method seems to be all-powerful, Amazon has set some ground rules for using them. 

Backend Keyword Rules
Backend Keyword Rules

Know the Guidelines

As technology advances daily, so do Amazon’s guidelines on using backend keywords in product listings. It is crucial to take note of these guidelines to optimize them appropriately. 

Previously, Amazon set the limit to 250 bytes and less for backend keywords. And for reference, one byte typically equals one character, and some special characters may equal two bytes. With the latest update from Amazon, the limit is now less than 250 bytes. This specific limit has undergone several changes through the years, so keep an eye out!

Exceeding this limit can result in not being able to edit your listing or even not create it in the first place. And remember, every character contributes to the number of bytes — spaces, commas, hyphens, etc. 

Still with us?! Keep reading! It’s not all that complicated, but it’s a good idea to bookmark this blog and refer to it at a later date!

Consult with your existing Amazon advertising services if you’re concerned about making these updates. 

Here at Sellozo, we find these to be the most current and up-to-date practices. Building out a proper Amazon advertising strategy can significantly influence which backend keywords to target.

Some do’s, and don’ts will be discussed below shortly. 


How to Access Your Amazon Backend Keywords

If you have been persuaded to maintain neat listing names and descriptions, this is how to access and apply your Amazon backend keywords. 

  1. Access your Seller account and head over to “Inventory.”
  2. Select your desired Amazon Standard Identification Number (ASIN) and hit “Edit,” which is also where you edit the details of your product listings. 
  3. Click on the “Keywords” tab, which is the second to the last tab, and the page will display five different sections. 
  4. One of the five sections is “Search Terms,” and the text box next to it is where you will paste your < 250 bytes of backend keywords. 
  5. While you’re at it, it is best to appropriately and thoroughly fill in the four other sections.
Amazon Search Term Report
Amazon Search Term Report

If you do not have your backend keywords prepared, there are two ways to generate them. The internal methods are accessing your Search Term reports on Amazon or your Amazon Brand Analytics. 

These reports and analytics may be limited, so some businesses go external with Amazon advertising services or an Amazon PPC manager. Among the multiple advantages, a key one is identifying your competitor’s keywords and applying them too. 


Optimization Guide: The Do’s

Optimization needs to be done right, and it should not be a set it and forget it experience in terms of your Amazon backend keywords. Optimization should occur at different stages selling on Amazon. Reviewing your PPC data and Amazon PPC manager results will benefit your optimization goals. 

Treat this list as a checklist to reach proper optimization with backend keywords. 

  • Keep it below 250 bytes. This equates to roughly 249 characters.
  • Pick between the singular form of the word or the plural — not both. 
  • Make use of synonyms (toilet paper, tissue, paper towel). 
  • Narrow in on highly searched languages such as Spanish. Pro tip: Put these at the beginning of your list.
  • Only use relevant misspellings that are not auto-corrected by Amazon.


Optimization Guide: The Don’ts

When there are do’s, there are don’ts — and here they are. 

  • Avoid repeating words. 
  • Remove brand names of competitors. 
  • Do not use punctuation, only single spaces. 
  • Avoid keywords that do not have a direct relation to your product. 
  • Remove duplicates of words that are already present in your title or description. 
  • Steer clear of offensive words. 
  • Do not wholly treat bytes to be characters.
  • Avoid claims about your product, like “best.”
  • Remove temporary indicators, like “sale.”



Consult with your Amazon PPC manager or your current Amazon advertising services for the best results possible in creating a strong target list of Amazon backend keywords.. 

With or without the help of your Amazon advertising services and Amazon PPC manager, you should be all set to optimize your listings by following the steps and tips above. 

Happy optimizing, sellers!


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