HERO How to Optimize Your Amazon Back End Fields to Get Ahead of the Competition 01 01

How to make Amazon Backend Fields more effective in 2023

  • The easiest to overlook step in a product listing optimization procedure is filling in backend information. Because they mistakenly believe it has little to no impact on the ranking of their product, sellers frequently leave the backend fields of their listings blank.

But the reality is that neglecting to improve the backend of your listing can hurt a product’s exposure and ranking. They are not useless just because customers cannot see them. Every little thing counts if you really want to increase your revenue and climb the rankings.

Backend search phrases’ impact on Amazon’s algorithm


To assess a product’s relevancy, Amazon’s algorithm looks at its keywords. The algorithm that runs searches on Amazon looks at a listing’s title, bullets, description, and backend fields to decide whether or not it should appear on the first page.

Your listing could not appear at all if it is not properly optimised.

How to choose the appropriate keywords for your backend search terms?


To optimise your backend, you must have a comprehensive and in-depth keyword list. Utilize several sources to incorporate a range of essential search terms that customers use to find your product.

Amazon Search Terms


While coming up with search phrases, there are a number of crucial considerations to bear in mind. Below are some suggestions from our Amazon listing optimization specialists for creating and optimising search phrases efficiently and in compliance with Amazon’s rules:

  •        Do not use misspellings; instead, use synonyms, abbreviations, and spelling variations             (colour, colour).
  •         Lowercase letters should be used only in search words.
  •         Use spaces to divide words. Avoid using punctuation like “;” “:” and “-.”
  •          Avoid using words like “a,” “an,” “and,” “by,” “for,” “of,” “the,” or “with,” as well as other short           words.
  •          Avoid using both singular and plural words.
  •          Avoid using your company name, ASIN, ephemeral terms like “new” or “on sale now,” as           well as arbitrary comments like “best,” “cheapest,” or “wonderful.”

Typical erroneous beliefs regarding Amazon search keywords

  1. Instead of characters, Amazon search keywords are limited to 250 bytes. Once the byte limit is reached, the search term box in your backend will no longer accept inputs. One byte equals one character when it comes to alphanumeric characters used in the English language (such a-z, A-Z, and 0–9). More complicated characters, like German umlauts (for instance, ä), can, however, correspond to two or more bytes per character. Spaces and punctuation are not taken into account in the search word field.
  2. Repeating keywords that are already present in the content of the product page is a mistake made by many sellers. Every term in your listing content will be indexed by Amazon’s algorithm. Therefore, including any keywords that are already present in your title, bullets, or description would be pointless.

Are platinum keywords effective and what are they?

Only if you are a platinum merchant are platinum keywords for you. If you are not a platinum-level merchant, there is no purpose in filling these out because Amazon will not take them into account.

Amazon once had a programme that was only available to top sellers. The Amazon Platinum seller plan was what it was known as. Amazon allows Platinum sellers to set up their own bespoke stores. In 2016, Amazon ended the Platinum Seller Plan. Thus, for Amazon sellers, adding Platinum keywords is a feature that is no longer relevant.

How often should the backend fields be optimised?

It’s not necessary to change the field’s labelled “Intended use,” “Target audience,” and “Other qualities” frequently. Regular updates and improvements are required for the “Search keywords” and “Subject matter” fields.

Make sure to update your backend search keywords every few weeks to stay on top of these things. To add any new relevant keywords that aren’t already in your search term string, ask your Amazon content agency to examine and check your Search Terms Report. Alternately, delete any keyword that Amazon has lately highlighted.

After adding search terms to your backend, we advise you to visit your “Brand dashboard” a few hours later. You can get feedback on how successfully your backend fields are optimised through Amazon’s brand dashboard. When the “Performance” tab is highlighted, click the drop-down menu and choose “Brand dashboard.” In the menu on the left, select “Traffic.” If the following three criteria are met by your search terms, Amazon displays a green checkmark:

  •            Less than 250 bytes make them up.
  •            They don’t use unnecessary words.
  •             There aren’t any duplicates in them.

Never short change backend field optimization

Although backend search phrases and other backend parameters do not entirely determine your ranking, they certainly play a role. For best performance and visibility, backend fields must be optimised by both new and experienced sellers. Our Amazon SEO guide is helpful if you have any queries about other parts of listing improvement.

Additionally, our team of Amazon specialists is available to assist you at any time with fully optimising your listing while adhering to all best practises and regulations. Call us right away.