Every eCommerce seller hopes to unlock higher sales and better rankings on Amazon. With more competitors entering the marketplace each day, simply listing your product is no longer enough. The real challenge is knowing where to focus your efforts and budgetโAmazon SEO or Amazon PPC. In 2025, this decision matters even more, especially as Amazon sale revenue exceeded $167 billion in Q2 2025.
To succeed, you need a clear understanding of how Amazon SEO and PPC each work, and how using them together can boost your results. Letโs look at the key factors that can help you stand out and win on Amazon this year.
Amazon SEO: Driving Long-Term Organic Growth
What Is Amazon SEO and How Does It Work?
Amazon SEO involves improving your product listings so they appear higher in Amazonโs search results. This includes optimizing your product titles, bullet points, descriptions, images, and keywords to match what customers are searching for. With over 350 million products available on Amazon, getting noticed is more challenging than ever.
Hereโs what goes into effective Amazon SEO:
- Front-end optimization: Naturally include high-traffic keywords in your product titles, bullet points, and descriptions
- Back-end keywords: Add hidden keywords in Seller Central so the A10 algorithm can index your listing for more search terms
- Conversion rate optimization: Enhance your images, pricing, and reviews to increase the chance that clicks turn into sales
A strong product listing drives organic visibility and sets up your productsโand future adsโfor better results. To learn more, explore our Amazon SEO Services and Amazon Listing Optimization solutions.
The Role of the A10 Algorithm in Ranking Products
The A10 algorithm powers every Amazon search result. Unlike past versions, A10 now focuses more on relevance, how well your products perform, and whether you bring in shoppers from outside Amazon. Your organic ranking is influenced not just by keywords, but also by your productโs ability to convert visitors into buyers and the trust Amazon has in your account.
Key elements affecting your ranking:
- Sales velocity: Fast-selling products rank higher
- Conversion rates: Listings that convert well get a ranking lift
- External traffic: Bringing shoppers from outside Amazon shows strong demand
- Seller authority: Consistent good performance, great reviews, and low returns build trust
Optimizing for A10 means focusing on more than just keyword placement. Building a reliable brand and high-performing listing makes a big difference. For practical advice, check out our Amazon SEO Best Practices.
Key Factors Affecting Amazon SEO in 2025
Success with Amazon SEO in 2025 depends on several important factors. Most importantly, your conversion rate plays a huge roleโAmazonโs consideration conversion rate is an impressive 77%, much higher than most of eCommerce. This means you need to focus on turning browsers into customers.
Other factors to focus on:
- Sales velocity: Quick sales push your products higher in search results
- External traffic: Bringing in shoppers from outside Amazon boosts your authority
- Seller authority: High ratings, reliable service, and low returns build trust
- Back-end keywords: These hidden keywords help you appear in more searches
Paying attention to these areas can drive long-term organic growth. You can learn more from our Amazon Listing Optimization and Competitor Analysis resources.
Amazon PPC: Accelerating Visibility and Sales
What Is Amazon PPC? Campaign Types Explained
Amazon PPC (Pay-Per-Click) is Amazonโs paid advertising platform that offers instant visibility for your products. In 2025, Amazon is expected to account for 77% of all digital retail media ad spending in the US, making it essential for brands to increase their reach and sales.
There are three main types of PPC campaigns:
- Sponsored Products: Advertise individual listings directly in search results
- Sponsored Brands: Increase brand awareness with banner ads at the top of the search page
- Sponsored Display: Retarget shoppers on and off Amazon
Each campaign type has a specific role in your Amazon sales approach. For help with setup and optimization, check out our Amazon Advertising Agency and Amazon PPC Management Agency services.
Manual vs. Automatic PPC Campaigns: Which Should You Use?
Amazonโs PPC system offers manual and automatic campaigns. Automatic PPC lets Amazon pick keywords and placements for you, making it a good starting point for new sellers or product launches. Manual PPC allows you to control which keywords you target and how much you bid, offering more direct control over your spending and results.
Most successful sellers use both options together:
- Begin with automatic campaigns to gather keyword and conversion data
- Move to manual campaigns for more targeted optimization based on performance
For a practical guide, see Create An Amazon PPC Strategy.
How Amazon PPC Impacts Product Rankings and Organic Growth
Using Amazon PPC goes beyond getting paid clicks. The sales you generate through ads can help increase your organic ranking because Amazon values products that sell well.
Some core impacts include:
- Sales velocity: More sales from ads help your organic ranking
- Keyword data: PPC results reveal which keywords work best, so you can improve your product listings
- Review generation: More sales often mean more chances to receive reviews, building trust
To learn more, read our Amazon PPC Audit.
Amazon SEO vs Amazon PPC: Head-to-Head Comparison
The Major Differences Between Amazon SEO and PPC
Both Amazon SEO and PPC are vital, but they serve different functions. SEO is about building a strong product listing for lasting organic growth. PPC helps you reach buyers immediately through paid placements.
Hereโs a quick comparison:
- Amazon SEO: No direct advertising cost, focused on building visibility and trust over time
- Amazon PPC: Paid, provides immediate exposure and traffic by bidding for ads
Using both methods together is the most effective way to grow sales on Amazon.
Pros and Cons of SEO and PPC for Amazon Sellers
Both strategies offer benefits and challenges. Hereโs a quick overview:
Amazon SEO Pros:
- No cost for organic ranking
- Supports long-term visibility and trust
- Encourages steady sales
Amazon SEO Cons:
- Results are not instant and require patience
- Needs ongoing updates and monitoring
Amazon PPC Pros:
- Brings instant results and visibility
- Ideal for launching new products
- Allows you to target buyers using real data
Amazon PPC Cons:
- Costs can grow quicklyโPPC costs range from $100 to $100,000 per month in 2025
- Once you pause ads, the impact usually stops
For best results, use both approaches as part of your Amazon sales strategy.
Combining Amazon SEO and PPC for Maximum Effect
Integrated Strategies: How SEO and PPC Work Together
Amazon SEO and PPC work best when you use them together. Instead of choosing one or the other, top sellers know both drive growth: PPC brings fast sales and critical keyword data, while SEO builds strong organic rankings and trust over time.
Here are some ways they complement each other:
- PPC sales increase your sales velocity and organic ranking
- Strong SEO improves the quality and effectiveness of your PPC ads, reducing costs
- Insights from your PPC campaigns reveal high-converting keywords you can use in your SEO
This blend is behind the success of many leading Amazon brands. See how our Amazon SEO Services and Amazon PPC Management Agency can help simplify this process.
Step-by-Step Guide: Building an Effective Amazon SEO & PPC Plan
A smart approach to Amazon sales uses both SEO and PPC best practices. Hereโs a step-by-step plan inspired by top-performing sellers in 2025:
- Start with keyword research: Identify high-demand, low-competition keywords
- Optimize your product listing: Work on your titles, images, bullet points, and back-end keywords
- Launch automatic PPC campaigns: Use them to collect performance and keyword data
- Switch to manual PPC campaigns: Focus on top-performing keywords for better returns
- Monitor and tweak: Watch key data like sales velocity and conversion rates, making changes as needed
- Bring in external traffic: Use social media and email marketing to boost authority
- Analyze the competition: Regularly study leading sellers and refine your strategy
Looking to grow quicker? Book a call with our account managers to get expert advice tailored for your brand.
Using Keyword Research to Power Both SEO and PPC Campaigns
Keyword research is at the heart of Amazon SEO and PPC. Finding the right keywords ensures your products appear in front of shoppers who are most likely to buy.
The main benefits include:
- Higher organic rankings from precise keyword placement
- More cost-effective PPC campaigns that deliver better results
- Clear understanding of what customers really want
Learn more with our guides on Amazon SEO Best Practices and Competitor Analysis.
Common Mistakes to Avoid When Managing Amazon SEO and PPC
Avoiding these errors will save you time and budget:
- Not doing keyword research or using terms that donโt match customer intent
- Spending on ads for keywords your product already ranks #1 for organically
- Running PPC campaigns before fully optimizing your listing
- Not monitoring and updating your campaigns regularly
Stay focused, review your data often, and be ready to adjust your Amazon sales strategy.
Professional Help: When to Use Amazon Management Services
Benefits of an Amazon Agency for SEO and PPC
Working with an experienced Amazon agency can take your results to the next level. Agencies deliver expert support, advanced tools, and a full team to handle everything from keyword research to campaign management.
Benefits include:
- Faster progress with proven tactics
- Access to unique analytics and AI dashboards
- Continuous help and performance monitoring
For more information, visit our Amazon Advertising Agency.
Choosing the Right Partner for Amazon Advertising Success
Picking the best Amazon partner is about more than their checklist of services. Focus on agencies with a track record of real results, a strong team, and powerful technology.
SalesDuo offers:
- A team that is 85% ex-Amazon professionals
- Our own AI dashboard for instant performance tracking
- Experience helping more than 250 global brands boost their Amazon channel
Ready to take your Amazon results to new heights? Contact us today.
Conclusion
Key Takeaways: Achieving Peak Amazon Performance
Winning on Amazon in 2025 means mastering both SEO and PPC. Use SEO for steady, long-term growth and PPC for instant visibility, and when you combine both, you create powerful momentum for your brand.
As Amazon gets more competitive, success requires more than just showing upโit needs smart use of data, technology, and creative thinking. At SalesDuo, we combine these strengths with a team thatโs 85% ex-Amazon professionals and a proprietary AI dashboard developed for eCommerce growth. Weโve helped more than 250 global brands turn Amazon into their highest-performing sales channel. Want to see what we can do for you? Book your 1:1 growth call today!
Frequently Asked Questions
About the Author
Meet Nandita Nair, an Associate Content Writer at SalesDuo, passionate about creating impactful content that helps Amazon businesses grow and thrive. When sheโs not writing, she finds joy in listening to music, exploring art, and getting lost in the world of novels.
