What are Amazon backend keywords?
In the context of Amazon, backend keywords refer to a specific type of metadata that sellers can add to their product listings. These keywords are not visible to customers but are used by Amazon's search algorithm to determine the relevance of a product to a customer's search query.
Backend keywords are typically added by sellers in the backend or behind-the-scenes section of their product listings. They provide an opportunity for sellers to include additional relevant terms that may not be present in the product title, bullet points, or description.
Amazon Backend Keywords are seller-defined keywords applied to your product listings ‘behind the scenes’ and can be thought of in terms of product tags for SEO on your Shopify site. Amazon’s A-9 algorithm works similarly to Google’s, so optimizing your backend keywords can significantly improve search relevance and conversion.
The purpose of adding backend keywords to your products is to improve your chances of being indexed in Amazon search results without the need to have messy, unreadable product content. The more relevant keywords your product can be indexed for, the better chance you have of ranking higher in search and ultimately, of making a sale.
Adding and optimizing your backend keywords allows you to include search terms, phrases, queries, and related keywords that could not/did not get included in your front-end content. You can add keywords for “Search Terms,” “Intended Use,” “Target Audience,” “Subject Matter,” and “Other Attributes”
Why spend time on backend keywords?
Using backend keywords on Amazon can provide several benefits for sellers. Here are some key advantages:
Improved Discoverability: Backend keywords enhance the chances of your products appearing in relevant search results. By including additional keywords that customers might use when searching for a particular product, you increase the visibility and discoverability of your listings.
Targeted Traffic: By utilizing relevant backend keywords, you can attract more targeted traffic to your product listings. When customers search for specific keywords related to your products, there's a higher probability that your listings will appear in their search results, leading to increased exposure and potential sales.
Competitive Advantage: Well-optimized backend keywords can give you a competitive edge over other sellers. If your products have relevant keywords that competitors may have overlooked, your listings have a better chance of appearing in search results, potentially capturing customers who might have otherwise missed your products.
Niche and Long-Tail Keywords: Backend keywords provide an opportunity to include niche and long-tail keywords that might not fit within the limited space of product titles or bullet points. This allows you to target specific customer segments and cater to their unique search queries, increasing the likelihood of conversions.
Market Expansion: If you're selling products across different Amazon marketplaces, you can tailor your backend keywords to each specific region. This localization can help you optimize your listings for different languages, cultural nuances, and regional search trends, enabling you to expand your market reach.
Flexibility and Experimentation: Backend keywords offer flexibility to experiment with different keyword variations and combinations. You can continuously refine and optimize your keywords based on customer search trends, seasonality, and changing market dynamics to ensure your products stay relevant and competitive.
Remember that while backend keywords are valuable, they should be used responsibly and within Amazon's guidelines. Focus on including relevant and accurate keywords that align with your product and avoid any misleading or irrelevant keywords. Ultimately, providing a high-quality product and a positive customer experience remains crucial for long-term success on Amazon.
The great news is, you can manage all of your backend keywords directly from Shopify Marketplace Connect!
Amazon backend keyword fields (all available in the “extra fields” menu):
- Search terms: Keywords that are closely related to your product
- Subject matter: Keywords that provide more context to your product and what it actually is, what is it about? Phrases work well here
- Intended use: Keywords that describe what activities, scenarios, circumstances, and conditions the product is used for
- Target audience: Keywords describing WHO your product is for, WHO will be using it?
- Other attributes: Keywords that describe your product’s other attributes, such as generalized features, properties, benefits
Amazon’s tips for optimizing your search terms:
- Stay under the character length limit (max. 250 bytes/characters)
- Include synonyms
- Include spelling variations, NOT misspellings
- Include abbreviations and alternate names
- You can use all lowercase
- You do not need to use punctuation, such as: ; , “ ‘
- Separate words with spaces
- Don’t repeat words within the search terms field
- Don’t include your brand or other brand names in search terms
- Don’t include ASINs in search terms
- No need for stop words such as “a”, “an”, “and”, “by”, “for”, “of”, “the”, “with”, and so on
- Use singular or plural, no need for both
- No temporary statements such as “New” or “on sale now”
- Don’t use subjective claims such as “best”, “cheapest”, “amazing”, and so on
- Don’t add abusive or offensive terms
Adding backend keywords in Shopify Marketplace Connect
Adding backend keywords for your products is a simple process but can take quite some time to perfect, depending on how many products you have.
Before updating your backend keywords:
- If using Bulk Edit mode, enable all backend keywords fields noted above from the extra columns menu.
- Your existing website product tags will not be sent to Amazon and are a good place to start
- Remember, there is no need to repeat keywords. Any keywords in your frontend content have already been indexed and do not need to be repeated.
2 ways to manage your backend keywords in Shopify Marketplace Connect
Enter a hard-coded value (free text) in each of your keywords fields in Single Edit mode or Bulk Edit mode. This method is ideal for updating individual products but is not suitable for merchants with a large product catalog - particularly when listing on multiple Amazon platforms.
- Use Attribute Mapping mode. If you prefer to control your keywords from within your website product pages, you may like to create a custom attribute/meta-field in your website e.g. “Amazon search terms” or “Amazon intended use 1”. Using attribute mapping you can map these fields to the grid.
- *note* attribute mapping applies to ALL products so you must populate an “Amazon search terms” meta field for each product in your website before mapping. Once mapped, the field is “locked” from editing
- This method can save you a lot of time when setting up additional Amazon platforms by allowing you to map your existing keyword meta-fields.