Amazon SEO Agency for Listings That Get Found and Bought
An Amazon SEO agency optimizes a brand's product pages on Amazon so they rank high for the relevant search terms and turn visitors into buyers. The work covers keyword research, titles, bullet points, backend search terms, attributes, images and A+ Content. At The Marketplace Guys, we measure success per search term in Brand Analytics: impressions, clicks, add-to-carts and purchases.
The Marketplace Guys is an Amazon agency based in Bielefeld, founded in 2022 by Alexander Schnelle and Bhavesh Tailor, with over €45 million in managed marketplace revenue. We connect SEO with the data from your ad campaigns: search terms that sell through Sponsored Products go into the listing, terms without purchase intent get cut. For Amazon UK, FR, IT, ES, NL and BE, we research each market separately instead of translating German keywords.
You get an assessment of keyword gaps, indexing and conversion levers for your most important listings.
What We Do for Your Listings
Keyword Research and Keyword Mapping
We find out which terms shoppers use to search for your product and decide which field of the listing each term belongs in. Our sources are Search Query Performance in Brand Analytics, the search term reports from your campaigns, the autocomplete of Amazon search and keyword data from your strongest competitors. Every term gets a priority based on search volume, relevance and your current rank. The result is a keyword map for each product line.
Title, Item Highlight and Bullet Points
We write the title, item highlight, bullet points and description so the most important search terms come first and every bullet point answers a buying question: use, dimensions, material, contents. According to Amazon, titles have been limited to 75 characters including spaces in all categories except media since July 2026, and further terms belong in the searchable item highlight field. We skip keyword stuffing: the copy has to convince shoppers, not just the algorithm.
Backend Search Terms, Attributes and Variations
We fill in the hidden fields that Amazon evaluates for search and filters. According to Amazon Seller Central, search terms are limited to less than 250 bytes, and each German umlaut takes up two bytes. That space goes to synonyms and terms missing from the visible copy, never to competitor brands. We complete attributes such as material, dimensions or target group, because filters and Rufus read them. We also clean up parent-child variations so reviews are pooled and shoppers can pick size or color on one page.
Images and A+ Content as a Ranking Factor
Images are an indirect ranking factor: the main image helps decide the click-through rate in search, the gallery and A+ Content drive conversion, and both affect ranking through sales. We check the main image against Amazon's image rules and against the competition on the search results page. For the gallery and A+ Content, we write briefs that answer buying questions. Key facts also appear as text in the listing.
Rufus and AI Search on Amazon
Rufus, the AI shopping assistant on Amazon.de, answers shoppers' questions based on product information, reviews and customer questions, according to Amazon. We collect the typical questions in your category, for example about use, dimensions and the limits of the product, and make sure the title, bullets and attributes answer them consistently. We don't know of any Rufus report for sellers on Amazon.de, so every month we ask a fixed set of questions in the app and document the answers.
Measurement with Brand Analytics and Search Query Performance
We measure success per search term, not by gut feeling. Search Query Performance in Brand Analytics shows impressions, clicks, add-to-carts and purchases per search term, both in total and as your brand's share. If impressions rise without clicks, the problem is usually the main image, price or title. If clicks come without purchases, we check the detail page, reviews and price. We also track the organic rank of your most important terms.
How the Optimization Works
Audit of Your Listings
We start with an audit of your most important ASINs. We check whether the main terms are indexed, whether the title and item highlight follow Amazon's current rules, which attributes are empty and how the variations are structured. We also compare images, price and reviews with the products that rank at the top for your main terms. The result is a prioritized list for each ASIN.
Keyword Research and Keyword Map
We research the search terms for each product line and marketplace and organize them in a keyword map: for each ASIN, a main term for the title, secondary terms for the item highlight and bullet points, long-tail terms for the description and backend. Terms unrelated to the product go on an exclusion list that we also use as negative keywords for your ads. You review the map before we write any copy.
Copy and Briefs
Next, we write the title, item highlight, bullet points, description and search terms based on the keyword map and create briefs for images and A+ Content. We check every product detail against the data sheet or manual, such as contents, dimensions and material, so no wrong fact goes live. For other marketplaces, we write in the local language based on separate research. You approve all copy before upload.
Upload via Flat File
We upload changes via flat file, not by editing single listings in Seller Central. That way, every change is documented and traceable. After the upload, we check whether Amazon has accepted the values. If the catalog sets its own value, such as a title shortened by Amazon, we resolve it through a Seller Support case instead of blindly uploading the file again.
Monitoring and Adjustments
After the upload, we track indexing, organic rank and the Search Query Performance figures for your main terms every week. Once a month, you get a report with a before and after comparison for each ASIN and the next steps. New search terms from ads, reviews and Rufus questions feed into the next round, and we plan seasonal terms ahead of the season.
Amazon SEO vs. Google SEO
| Amazon | |
|---|---|
| Many signals, including backlinks and domain authority | Listing relevance plus sales performance: click-through rate, conversion, sales |
| Searches for information, brands and products | Mostly purchase intent: people who search usually want to buy |
| In-depth content that fully answers a question | Terms in the right places: title, highlight, bullets, backend |
| Backlinks signal authority | Sales through the search term signal relevance |
What Amazon SEO Costs with Us
SEO & Content
Ongoing optimization of your listings: research, copy, backend, image briefs and measurement per search term.
- Listing audit and keyword map
- Title and bullet points following Amazon's rules
- Backend search terms and attributes
- A+ Content and image briefs
- Monthly Brand Analytics report
Full-Service Growth Partner
SEO and PPC from one team: listings, ad campaigns, content and the ongoing management of your account.
- Everything in SEO & Content
- PPC management for Sponsored Ads
- Brand Store and brand presence
- Account management and quarterly reviews
Individual quotes based on catalog size, marketplaces and goals. Fixed management fee, no share of ad spend.
Frequently Asked Questions About Amazon SEO
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