When selling on Amazon, visibility is everything. With millions of products listed across multiple categories, sellers must leverage every tool available to stand out. One often-overlooked yet crucial element is backend keywords. These are hidden search terms inputted at the backend of an Amazon Seller Central account that directly influence a product’s discoverability without appearing on the product listing page.
What Are Backend Keywords on Amazon?
Backend keywords are search terms Amazon sellers can add in designated fields within their product listing’s backend. While customers do not see these keywords, the Amazon A9 algorithm uses them to determine search relevance. They essentially serve as extra metadata that help products appear in front of the right audiences.
Why Backend Keywords Are Critical
Amazon allows sellers up to 250 bytes of backend keyword data (including spaces). These keywords function like hidden SEO – improving ranking and visibility for relevant search queries. By strategically placing relevant terms in this space, sellers can:
- Target additional keywords not included in product titles or bullet points
- Avoid keyword stuffing in visible text
- Improve search rankings and click-through rates
- Reach niche variations and long-tail keywords
How to Optimize Backend Keywords Effectively
To get the most out of backend keywords, sellers should follow a few best practices:
- Use Relevant Keywords Only: Avoid including irrelevant terms. Amazon penalizes deceptive practices and poor keyword usage.
- Avoid Repetition: There’s no need to repeat keywords already present in your product title or description.
- Exclude Brand Names: Including competitors’ brand names is against Amazon’s terms and could result in listing suspension.
- Forget Punctuation: Amazon doesn’t recognize punctuation in backend keywords, so commas are unnecessary and waste valuable space.
- Include Spelling Variations: Include common misspellings or plural forms if they are relevant.
For example, if you’re selling yoga mats, backend keywords could include: “non-slip yoga mat, thick yoga mat, pilates exercise mat, hot yoga accessory”.
Common Mistakes to Avoid
Even experienced sellers can make missteps with backend keywords. Some of the most common ones include:
- Keyword stuffing: Putting in too many keywords can reduce relevance and decrease listing performance.
- Using irrelevant or misleading terms: This could not only lead to poor conversion but potentially violate Amazon’s policies.
- Ignoring customer language: The way sellers phrase keywords may not match how buyers actually search.
How to Research Backend Keywords
Keyword research for backend use is just as important as for front-end listing. Tools such as Helium 10, Jungle Scout, or Amazon’s own Brand Analytics can help identify high-volume search terms, trending queries, and long-tail keyword variations suited to your product.
In addition, looking into competitor listings and reading customer reviews can give clues into how real shoppers describe and search for a product.
Final Thoughts
Backend keywords are a subtle yet powerful way to increase the visibility of an Amazon listing. When used correctly, they allow sellers to precisely target specific customer search behavior without cluttering the product page. Sellers serious about maximizing their Amazon presence should treat backend keyword strategy as a vital part of their e-commerce toolkit.
Frequently Asked Questions (FAQ)
1. Where do I find the backend keyword field on Amazon?
You can locate the backend keyword field by going to your Seller Central account, selecting the product, and clicking on “Edit.” Navigate to the Keywords tab to find the Search Terms area.
2. How many characters can I use in backend keywords?
Amazon currently allows up to 250 bytes for backend search terms. That includes spaces. Exceeding this limit may result in some or all keywords being ignored.
3. Can using brand names in backend keywords get my listing removed?
Yes. Including competitors’ brand names violates Amazon’s policy and can lead to listing suspension or removal.
4. Should I include misspellings in my backend keywords?
Yes, but only common and relevant ones. Amazon’s A9 algorithm sometimes automatically corrects misspellings, but including them manually can still be beneficial for rare or high-traffic variants.
5. How often should I update my backend keywords?
It’s a good idea to review your keywords quarterly or whenever sales stagnate. New trends and seasonal changes can influence search behavior, so timely updates keep listings competitive.