Amazon is a marketplace, a search engine, and a retail ecosystem where visibility determines success. With millions of listings competing for attention on Amazon, securing a top position in search results demands a strategic approach to visibility.
One that aligns with Amazon’s ranking algorithms maximizes both paid and organic visibility and optimizes every step of your shopper’s journey. SalesDuo has been doing this for over a decade. With 85% of the team being ex-Amazon employees and a track record of increasing visibility on Amazon for over 250 brands, SalesDuo knows what it takes to master Amazon algorithms.
In this guide, we’ll break down the five most effective ways to improve search rankings, increase traffic, and boost conversions.
1. Master Amazon’s A9 and A10 Algorithm
Amazon’s A9 algorithm determines search rankings based on relevance, performance, and customer engagement metrics. Unlike the Google search engine, Amazon prioritizes listings that demonstrate high purchase intent and conversion potential.
How do you get your product noticed on Amazon?
1. Use relevant keywords with a data-driven approach
- Conduct comprehensive keyword research to identify high-volume, high-intent search terms
- Strategically place keywords in product titles, bullet points, and descriptions to maximize relevance
2. Enhance customer engagement for higher rankings
- Optimize product images and A+ Content to create visually compelling listings
- Craft compelling product descriptions that highlight unique value propositions and directly address customer pain points
- Implement competitive pricing strategies to improve conversion rates
3. Optimize for key performance metrics
- Encourage positive customer reviews with exceptional customer service and post-purchase follow-ups
- Minimize product return rates by providing clear, accurate product descriptions
- Monitor and adjust strategies using Amazon’s analytics tools
A10 Algorithm Goes Beyond Amazon’s Internal Data
A10 builds on A9’s foundation but gives more weight to external traffic and seller authority. Amazon now rewards brands that actively drive external traffic and maintain strong seller performance. A listing that receives steady visitors from a brand’s website, social media, or influencer collaborations will have an advantage over one relying solely on Amazon searches.
How to increase brand visibility on Amazon with A10:
- Drive off-Amazon traffic: Run Google Ads, Facebook Ads, and influencer marketing campaigns to bring shoppers to Amazon
- Use Amazon Attribution to track and optimize external campaign impact
- Improve click-through rates to signal demand. If shoppers frequently click on your product but don’t buy, Amazon would take it as a mismatch between your listing and user expectations. Use powerful images, clear pricing, and well-structured descriptions to improve click conversions.
- Leverage Amazon Posts: Ankit Goel, an Amazon expert, highlights Amazon Posts as a powerful yet underused tool for visibility, stating,
“These posts show up on your product pages, competitor pages, and even category feeds, putting your brand in front of browsing shoppers.”
By treating Amazon Posts like a built-in social media feed, brands can showcase lifestyle images and engaging content to attract more eyes and inspire purchases. Check out what an Amazon FBA consultant says about the impact of Amazon Posts on conversions:
Amazon’s A10 algorithm makes external marketing efforts even more critical if you’re looking to scale. Instead of relying solely on Amazon PPC, go for a broader traffic strategy: drive visitors from YouTube reviews, email campaigns, or niche blogs to become more visible on Amazon and drive sales.
2. Optimize Your Product Listings for Maximum Views
Amazon’s search results favor well-optimized listings. If you’re wondering how to make your product visible on Amazon, start by creating compelling product listings to improve views and rankings, enhance customer trust, and increase conversions.
How to get your listing higher and increase views on Amazon?
Use advanced keyword strategies(that we explored in the previous section), high-quality visuals, and optimized content to refine your messaging and boost engagement.
For instance, SalesDuo helped Mint-X increase visibility by optimizing product listings, implementing catalog variations, ensuring availability through Dropship, and improving search rankings with SEO. These changes, along with strategic promotions and FBA adoption, contributed to a 626% growth in two years.
How to get your products noticed on Amazon
1. Use high-impact visuals
- High-quality images, lifestyle shots, product explanatory videos, and feature-focused graphics increase buyer confidence
2. Craft effective product titles and descriptions
- Structure your titles to include primary keywords naturally
- In addition to mentioning features, address customer pain points and highlight benefits in your product descriptions
3. Use bullet points for key features
- Ensure your bullet points are concise and highlight specific benefits
- Emphasize what sets you apart from the other available options
4. Ensure product availability
- Use FBA, Dropshipping, or 3PL solutions to avoid stockouts
- Implement a multi-channel fulfillment strategy (FBA + Seller Fulfilled Prime)
Check out our guide on Amazon inventory management to learn key strategies for preventing stockouts, optimizing operations, and minimizing storage costs.
3. Implement a Strong Keyword Strategy
Amazon is a search-driven marketplace, and keywords act as the bridge between your products and potential customers. To add to the complexity, Amazon’s AI-driven search evolution is shifting towards intent-based ranking. You should now focus on natural language optimization (NLO) to better align with conversational and voice search queries.
How to refine your keyword strategy
1. Conduct advanced keyword research
- Use AI-driven tools to identify high-volume, low-competition terms
- Analyze top competitors' listings for keyword insights
- Target competitors’ ASINs strategically to capture their audience
For example, SalesDuo enabled Skoy to increase visibility on competitor listings with precise ASIN targeting campaigns. By focusing on product similarity, price, and ratings on competitor ASINs, Skoy achieved 734K impressions and a 2X sales boost. Read the full case study here.
- Use long-tail keywords for more specific search intent, and avoid keyword stuffing
- Integrate keywords naturally into product titles, bullet points, and descriptions without keyword stuffing
- A/B test keyword placements to determine the best-performing strategies
2. Invest in backend keywords to boost ranking
- Include misspellings, synonyms, and alternate search terms to expand reach
- Avoid duplicate keywords for efficient indexing
Steven Pope, the founder of MyAmazonGuy.com, emphasizes the power of incremental indexing in Amazon SEO, stating, "Done right, incremental indexing is your launchpad to the top of the search results." His approach suggests that strategic rotation of backend keywords can capture an additional 10% of search traffic, providing a quick win for increased visibility.
3. Adopt keyword clustering
Amazon's algorithm prioritizes semantic search and contextual relevance. Instead of focusing on individual keywords, group them into clusters based on different search intents.
For example, a pet grooming brand selling dog paw balm can implement keyword clustering like this:
- Primary cluster (core product): "dog paw balm," "paw moisturizer for dogs"
- Secondary cluster (solution-oriented searches): "dog cracked paws treatment," "best balm for dog paw pads," "soothing paw cream for dogs"
- Tertiary cluster (seasonal and use-case specific searches): "winter paw protection for dogs," "paw care for hiking dogs," "natural unscented paw balm"
By grouping related keywords into clusters based on search intent, you can align with how shoppers search on Amazon. It will help you rank for a broader range of search queries and improve overall discoverability.
4. Continuously monitor and optimize
- Regularly track keyword performance using default Amazon reports
Amazon agencies like SalesDuo allow you to monitor how your product listings are ranking for specific keywords, analyze search volume, and identify areas for optimization.
- Reinforce high-performing keywords with Sponsored Products campaigns
- Replace underperforming keywords with better alternatives
The Role of Rufus in Enhancing Amazon Visibility
Amazon’s AI shopping assistant, Rufus, is changing how products gain visibility. While traditional search ranking factors like keyword optimization and conversion rates remain critical, Rufus introduces a new layer.
You must now optimize your listings not just for A9 and A10 but also for AI-driven discovery, and ensure product content is clear, informative, and contextually relevant.
Muhammad Nasir Ameen, an Amazon expert, underscores the impact of Amazon’s AI-driven updates, stating, “Listings with strong SEO & high-quality content will rank higher.” He sees this as both an opportunity and a challenge: sellers who adapt to AI-powered keyword suggestions and automated A+ Content can gain an edge, but rising competition makes optimization more crucial than ever. His takeaway? Refining SEO and PPC strategies is now a must for staying ahead.
That said, let’s explore the next key strategy: Amazon PPC
4. Use Amazon’s Advertising Tools
Even with the best-optimized listings, organic visibility takes time to build. Amazon’s powerful advertising ecosystem can help you gain immediate traction, outpace competitors, and show you how to get your product noticed on Amazon through targeted ad placements
With automated bidding and dynamic ad placements, Amazon’s AI-driven ad solutions help you reach high-intent shoppers at the right moment. From Sponsored Ads to retargeting strategies, by mixing the right ad types, you can boost visibility, conversions, and long-term ranking.
How to optimize Amazon advertising
1. Maximize Sponsored Ads for immediate visibility
A. Sponsored Products helps boost discoverability
- Use exact-match keywords for high-converting terms
- Automate campaigns to discover new keyword opportunities
AI-driven bid automation and dynamic ad creatives are reshaping Amazon advertising, allowing brands to optimize ad spend and personalization at scale.
For instance, SalesDuo transformed Brownie Brittle’s Amazon visibility using a precision-targeted Sponsored Product Ads strategy. After implementing an auto-campaign for maximum visibility, we refined it with negative keywords and a rainfall bidding strategy to optimize conversions. By dynamically adjusting bids and prioritizing top-of-search placements, Brownie Brittle drove a 566% increase in impressions and 90% sales growth while maintaining budget efficiency.
B. Sponsored Brands help build brand awareness
- Feature bestsellers and craft compelling headlines
- Use video ads to engage shoppers
C. Sponsored Display helps you retarget and expand audience reach
- Retarget high-intent shoppers who viewed your product page but didn’t convert
- Target competitor listings to win over potential customers
2. Drive conversions with Amazon coupons and deals
- Offer coupons and Prime-exclusive discounts to increase CTR and conversions
- Offer Lightning Deals and 7-Day Deals to create urgency and improve ranking
Diksha Mishra, an Amazon eCommerce Manager, highlights Amazon Lightning Deals as a visibility-boosting tool, stating,
“These are featured on the Deals page, one of the most visited sections on Amazon.”
She emphasizes that these time-sensitive promotions not only drive urgency and sales but also place products in front of a massive audience. However, she cautions that success depends on strategic execution. Sellers must choose the right products, offer competitive discounts, and time their deals wisely to maximize exposure and long-term ranking benefits.
3. Track and measure ad performance
- Use real-time ad tracking tools to track Amazon visibility and measure campaign effectiveness
- Conduct A/B testing to optimize ad creatives and bidding strategies
- Monitor advertising cost of sales (ACoS) and return on ad spend (ROAS) to ensure profitability
Here’s a case study to highlight the importance of tracking ad performance and optimizing your campaigns:
Griot’s Garage was losing ground on Amazon with declining ROAS, fierce competition, and ineffective ads. SalesDuo helped them track performance in real time, optimize bids, and refine their targeting. With A/B testing and strategic budget shifts, they achieved record-high sales and a ROAS of 9+, proving that data-driven ads drive actual results.
5. Build and Manage Your Brand Image
A strong brand presence differentiates your products, builds credibility, fosters loyalty, and ultimately increases conversion rates. As Amazon continues prioritizing brands with strong engagement, managing your brand image effectively can lead to higher rankings, repeat customers, and long-term sales growth.
How to enhance your brand image and visibility
1. Proactively manage customer feedback
- Request reviews through Amazon’s ‘Request a review’ button: This feature ensures that verified buyers receive an automated review request from Amazon
- Use Amazon’s Vine Program to gain high-quality, unbiased reviews. The Vine program allows trusted reviewers to receive your product for free in exchange for an unbiased review. You cannot contact reviewers or influence feedback, ensuring authenticity. Here are examples of positive reviews from Vine Voices:
2. Explore Amazon’s Brand Referral Bonus Program
- With Amazon's Brand Referral Program, you can receive a 10% rebate on external sales, reducing ad costs
- The program enhances marketing ROI, boosts brand visibility, and provides a competitive edge
3. Strengthen brand presence with the Amazon Brand Registry
- Create a customized Amazon storefront with rich media content
- Enforce brand protection with Amazon’s Project Zero
SalesDuo amplified TNG Worldwide’s visibility and sales by addressing purchase order inconsistencies and ensuring seamless availability across both Vendor and Seller Central, they prevented stockouts and maintained a strong Amazon Prime presence. Moving high-traffic, high-margin products to FBA further enhanced discoverability, securing top search placements and boosting conversions.
4. Use AI and data to build long-term brand equity
- Implement AI-driven pricing strategies and Buy Box tracking
- Use Amazon’s post-purchase email marketing offering for follow-ups
- Implement Subscribe & Save to encourage recurring purchases
6-Month Roadmap for Increasing Visibility on Amazon in 2025
Months 1-2: Laying the foundation
- Conduct deep-dive keyword research using AI-powered tools
- Optimize product listings with improved titles, descriptions, and A+ Content
- Launch competitive pricing strategies and enroll in FBA
- Set up Amazon Brand Registry and build your Amazon Storefront
Months 3-4: Advertising and promotional push
- Implement AI-driven PPC strategies across Sponsored Products, Brands, and Display Ads
- Optimize bidding strategies and refine ad targeting
- Launch promotional campaigns, including coupons and Lightning Deals
- Encourage customer reviews through post-purchase engagement
Months 5-6: Performance scaling and long-term growth
- Use AI analytics to refine keyword and advertising strategies
- Expand Amazon DSP campaigns for a broader audience reach
- Enhance brand presence with influencer partnerships
- Analyze conversion metrics and refine product offerings based on trends
Increase Amazon Visibility with SalesDuo
Visibility on Amazon isn’t just about showing up—it’s about standing out. With thousands of competing listings, securing a top position in search results requires more than just basic optimization. It demands a strategic approach, continuous refinement, and expert execution.
That’s where SalesDuo comes in. Our team specializes in end-to-end Amazon management, helping brands optimize listings, implement high-ROI ad campaigns, and maximize Amazon visibility for long-term success.
Schedule a consultation today for strategies to increase your brand visibility on Amazon.
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About the Author
Meet Arjun Narayan, a Business Dynamo with two decades of conquering boardrooms and founding two companies that didn't just survive but thrived. When he's not navigating business strategies and delivery teams, you'll find him immersed in his love for cars and exploring new models, geeking out over tech trends, globe-trotting for new adventures, and occasionally pondering the mysteries of the universe over a good cup of coffee.
