1. How Does the A9 Algorithm Work?
Amazon is not a search engine in the traditional sense. Google wants to deliver the best answer. Amazon wants the fastest sale. That's the fundamental difference you need to understand before writing a single keyword in your listing.
The A9 algorithm (Amazon's ranking system, now internally evolved into COSMO) evaluates listings based on three pillars:
Pillar 1
Relevance
Does the listing match the search term? Evaluated are title, bullets, backend keywords, and product attributes.
Pillar 2
Conversion
Do customers who click on your listing actually buy? Click-Through Rate (CTR) and Unit Session Percentage are decisive.
Pillar 3
Performance
Historical sales data, reviews, availability (FBA/FBM), and price competitiveness.
In practice, this means: A perfectly keyword-optimized listing without sales will never rank long-term. Conversely, a bestseller with a poor listing will eventually be overtaken by optimized competitors. You need both: relevance and conversion.
Important to Know
Amazon indexes keywords regardless of word order. "Stainless steel water bottle" and "water bottle stainless steel" are identical to the algorithm. You only need to place a keyword once across the entire listing — not in title AND bullets AND backend.
This is the most important sentence in this article: Every keyword only needs to appear once across the entire listing to be indexed. Position determines weight (Title > Bullets > Backend), but repetition offers no advantage. Use the freed-up space for additional keywords instead.
2. Title Optimization
The title is the most powerful field in your listing. Keywords in the title carry the highest ranking weight, and the title is the first thing customers see in search results. This is where the click is decided.
Character Limits for Amazon
The Optimal Title Structure
For most categories on Amazon, this formula works:
Before / After Example
Before — poor
"Water Bottle - BEST Stainless Steel Bottle for Sport, Gym, Hiking, Cycling, Fitness - BPA Free - Water Flask - 750ml Blue PREMIUM QUALITY!!!!"
Problems: Keyword stuffing, all caps, special characters, redundant terms, no structure.
After — optimized
"ACTIVE Flask Stainless Steel Water Bottle 750ml — BPA-Free, Double-Wall Vacuum Insulated, Leak-Proof — Sports Bottle for Gym & Outdoor"
Brand first, main keyword early, clear features, secondary keywords at the end. 136 characters.
Common Title Mistakes
- 1.ALL CAPS — Violates Amazon's Style Guide and can lead to suppression. Only the brand name may be fully capitalized.
- 2.Special characters and emojis — Exclamation marks, stars, or emojis are partially not indexed and look unprofessional.
- 3.Keyword stuffing — "Water Bottle Flask Drink Bottle Sport Bottle" in one title. The algorithm evaluates semantic overlap, and customers don't click on spam.
- 4.Subjective claims — "Best", "No. 1", "Premium Quality" are not indexable and waste characters. Write concrete product features instead.
- 5.Missing brand — The brand should always be at the beginning. Amazon requires this in most categories, and it strengthens brand recognition.
3. Bullet Points That Sell
Bullet Points (Key Product Features) serve two purposes simultaneously: placing keywords that didn't fit in the title, and convincing the customer to buy. Most sellers fail at one or the other.
Amazon Bullet Point Rules
The Formula: Benefit-First Structure
Every bullet point should follow the same pattern: BENEFIT IN CAPS — Explanation with keyword. The benefit hooks the scanner, the explanation convinces the reader.
Example: Stainless Steel Kitchen Knife
RAZOR SHARP WITHOUT RESHARPENING — The blade made from German X50CrMoV15 stainless steel maintains its edge for up to 18 months with daily use. No honing rod needed.
Keywords: kitchen knife sharp, stainless steel blade, German steel
ERGONOMIC HANDLE FOR LONG COOKING SESSIONS — The pakkawood handle sits securely in your hand, even with wet fingers. Ideal for professional and home chefs who value comfort.
Keywords: pakkawood handle, ergonomic chef knife, professional chefs
VERSATILE IN THE KITCHEN — 20cm blade length for meat, fish, vegetables, and herbs. One knife for 90% of all cutting tasks — the ideal all-purpose knife.
Keywords: 20cm blade length, all-purpose knife, meat fish vegetables
PERFECT BALANCE, PRECISE CUTS — 180g weight evenly distributed between blade and handle. You'll feel less fatigue and cut more precisely, even after hours.
Keywords: balanced knife, precise cutting, lightweight
GIFT BOX INCLUDED — Delivered in a premium magnetic box. Perfect as a gift for cooking enthusiasts. 30-day satisfaction guarantee — no questions asked.
Keywords: gift for cooks, gift box, guarantee
Pro Tip
Always write the most important benefit in Bullet 1. On mobile, many customers only see the first bullet completely. Put your strongest buying argument there — not "what's in the box" or "material."
4. Using Backend Keywords Correctly
Backend Keywords (also called "Search Terms") are the invisible SEO field of your listing. Customers don't see them, but the A9 algorithm indexes them. This is where you place everything that didn't fit in the title and bullets.
Backend Keywords — The Rules
Example: Backend Keywords for a Kitchen Knife
Search Terms (248 Bytes)
santoku cleaver mezzaluna fillet bread damascus japanese cutting chopping dice julienne chef gastronomy kitchen accessory cutting board set cooking grilling camping outdoor christmas gift fathers day birthday high quality rust free dishwasher safe
Byte Counting
Use a byte counter tool (e.g., bytecounter.io) instead of a character counter. Special characters take more bytes. With a 249-byte limit, a single extra character can cause Amazon to truncate your last keywords.
What Belongs in the Backend
- — Synonyms and regional variants
- — Common misspellings
- — Use cases and occasions (Christmas gift, camping)
- — Related product types (santoku, cleaver)
- — Foreign language terms if your target audience searches for them
5. Images and A+ Content
Images are not indexed by the A9 algorithm for keyword ranking. Nevertheless, they are the most important conversion factor of your listing. The reason: Click-Through Rate (CTR) in search results depends almost entirely on the main image and the price. And CTR indirectly influences ranking.
The Main Image (Hero Image)
Secondary Images: The 7-Image Strategy
Use all 7 (or more) available image slots. Each image has a purpose:
Image 1: Main image (white, clean, large)
Image 2: Infographic — top features with icons and short text
Image 3: Lifestyle photo — product in use (shows context and size)
Image 4: Detail shot — material, texture, craftsmanship
Image 5: Scale / size comparison — addresses the most common return reasons
Image 6: Packaging / what's included — "What do I get?"
Image 7: Social proof or trust signal — certifications, awards
A+ Content: Conversion, Not Ranking
A+ Content (formerly "Enhanced Brand Content") is not indexed for keyword ranking. Its value lies exclusively in conversion improvement. Amazon itself reports an average increase of 3-10%.
Use A+ Content for:
- — Brand Story — Who's behind the brand?
- — Comparison tables — Your products against each other (not against competitors)
- — Technical details — Dimensions, materials, certifications in visual form
- — FAQ section — Answer the most common questions directly in the listing
Pro Tip
Premium A+ Content (available for Brand Registry sellers with Vendor status or through programs) is partially indexed for SEO. If you have access, use the text modules strategically for long-tail keywords.
6. Prohibited Claims in the EU
On Amazon.de and other EU marketplaces, German and EU-wide regulations apply that are significantly stricter than in the US. Many sellers translate their US listings 1:1 and run straight into compliance issues. The following claims can lead to listing suppressions, warnings, or even account suspensions.
Health-Related Claims
The EU Health Claims Regulation (EC 1924/2006) prohibits unapproved health claims. You may not write: "boosts the immune system," "helps with joint pain," "supports digestion" — unless the claim is on the EU approved list for the specific ingredient.
Affects: Supplements, food, cosmetics, kitchen items with health promises
"Antibacterial" and Biocidal Claims
Products marketed as "antibacterial," "antimicrobial," or "disinfecting" fall under the EU Biocidal Products Regulation (528/2012). Without authorization, marketing as a biocidal product is prohibited — even if the material (e.g., copper) actually has antibacterial properties.
Affects: Cutting boards, water bottles, cleaning products, textiles
Environmental Claims (Green Claims)
Since the EU Green Claims Directive, statements like "eco-friendly," "sustainable," "climate neutral," or "ecological" may only be used with evidence. Unspecific green claims are prohibited. Instead, write specifically: "Made from 80% recycled plastic" or "FSC-certified wood."
Affects: All product categories
Pesticide and Chemical-Free Claims
Terms like "pesticide-free," "pollutant-free," or "chemical-free" are problematic. "Free from" implies an absolute statement that is analytically nearly indefensible. Better: reference recognized certifications like OEKO-TEX, GOTS, or Blue Angel.
Affects: Textiles, food, children's toys, cosmetics
Valerie scans your listing automatically
Valerie is GoSparked's TOS Guard. She checks every listing for prohibited claims before it goes live — specifically for the European market.
7. Listing Audit Checklist
Use this checklist to systematically review each of your listings. Go through point by point — every "no" is a missed opportunity.
Title
Bullets
Backend
Images & Compliance
Lukas + Valerie
Your listing, A9-optimized and compliance-checked.
Lukas writes your listing for maximum visibility. Valerie checks it for prohibited claims — specifically for the European market. A team, not a tool.
