Module 8 - Create Your Optimized Product Listing

8.5 Amazon Seller Central Backend

Great, by now you should have completed all of your front end optimization! Just to be clear, the following things should now be optimized:

  • Product Title
  • Bullet Points
  • Images
  • Product Description

Only one thing left to do: optimizing the Seller Central backend information of your product listing. Don’t neglect it just because buyers don’t see it!

The backend information plays an important role in your keyword search optimization. In the backend, there are a variety of places to provide Amazon with additional information that play a meaningful role in optimizing your product listing.

Below, we will cover:

  1. How to Optimize Your Seller Central Backend
  2. How to Edit Your Seller Central Backend
  3. Action Steps

1. How to Optimize Your Seller Central Backend

Search Terms

Let’s get started. Once you are in your Amazon Seller Central backend, go to the Keyword tab of your Amazon Seller Central account.

Above the Search Terms section, you’ll notice a section called Platinum Keywords. You can ignore this part. As it relates to your Platinum Seller Status, you need to get approved for this and it seems that you need a long track record of excellent customer service and performance on the Amazon Marketplace. From what we’ve read, this could be years of outstanding results as opposed to months. Since this is your first product and you still have not completed one sale, don’t worry about this.

The Search Terms section is what we are interested in. These Search Terms are extremely important and you need to pay close attention to best practices to optimize your product listing. This is yet another opportunity for you to tell Amazon where your product belongs. Missing relevant information here could exclude you from targeted searches made by buyers ready to purchase.

So what should you include in the backend search term area?

In the Seller Central backend Keywords tab, you have 5 boxes to list your search terms and each box can hold up to 1,000 characters. That’s right, 1,000 characters! Think about this for a second: this is a huge opportunity to tell Amazon what keywords to rank you for that you weren’t able to include in your front end product listing.

Make sure to include all your targeted short and long tail keywords and remember, you only need to list each phrase once.

We recommend that you use every space available here. Don’t use commas or quotations, but do include all variations, synonyms, and the singular/plural versions of your keywords. Also, include any features that a user might search for. This is your place to just list everything that you think is relevant.

Normally most people would want to fill out the search term fields with something like this:

Search Term 1 Body wash
Search Term 2 Shower Gel
Search Term 3 Bodywash
Search Term 4 Shower cream
Search Term 5 Moisturizing Shower Oil

Applying all the rules above, you actually want your fields to look like this.

Search Term 1 moisturizing body wash natural shower gel mineral
Search Term 2 2-in-1 body wash luxury fresh organic bath pump
Search Term 3 cream floral vanilla ultra deep face skin antibacterial
Search Term 4 creme women men purifying essential hydration
Search Term 5 oil no soap restore regenerate nourishing milk sensitive

As you can see we haven’t used all 1,000 characters because this is just an example, but you get the idea: jam as many keywords as possible in the search term box for maximum potential keyword exposure.

Pro Tip: Run a check to ensure your search terms fields are being indexed. Copy a search term field and use it in the search bar on Amazon. If your product shows up, you’re indexed. If not, you’re not being indexed. You may have done something wrong to cause this which means all the keywords you have in that field are not working for you. Check your list against Amazon’s advice.

Other Important Backend Information

Ok, so that’s the Search Terms field.

To complete the optimization of your backend product listing, we recommend utilizing every field available, including detailed specifications. While you may not think that a certain field is applicable to your product, you should fill it in anyways.

This is because the omission of certain information could preclude you from a detailed search by a potential customer. The more info you tell Amazon about your product, the more likely you’ll be getting the right eyes on your product listing.

What are the other backend places for information?

  • Intended Use
  • Target Audience
  • Other Attributes
  • Subject Matter
  • Colors, Flavors, etc
  • Dimensions (As we’ve mentioned before, this is very important information given that your fees will be based on these measurements)
  • Indications
  • Ingredients
  • Safety warning
  • Material
  • And anything else you see. You will want to use every available spot that you can within reason

2. How to Edit Your Seller Central Backend

We’ve discussed the importance of optimizing your Seller Central backend. But how do you do that? Watch the following video and check out the following steps below to learn how.

Instructions: How To edit your Seller Central Backend

1. Go the Inventory tab.

To edit your Seller Central backend, start by going to the Inventory tab. - From Zero To Liftoff Amazon FBA course
2. Then, on the far right, you will see Edit. Click on the Edit button to open the Seller Central backend Edit Product Info screen.
In the 'Manage Inventory' tab, click on 'Edit' to edit your Seller Central backend. - From Zero To Liftoff Amazon FBA course
3. You’ll then be taken to the Offer tab. Click and navigate to the Keywords tab.
Click on the 'Keywords' tab. - From Zero To Liftoff Amazon FBA course
4. Add detail to every field possible as explained above. The Search Terms field is the one you should focus on the most.
In the Search Terms field, you can add 5 rows of keywords. - From Zero To Liftoff Amazon FBA course
5. You’ll notice that there is only 1 row. But like with the bullet points, you can add 4 more rows by clicking on the Add more button.
In the Keywords tab, fill in the keywords in the 'Search Terms' field. - From Zero To Liftoff Amazon FBA course
6. Click on the More Details tab.
Click on the 'More Details' tab in Seller Central. - From Zero To Liftoff Amazon FBA course
7. Add detail to every field possible as explained above.
In the More Details tab, go over all fields and wherever it makes sense fill in the relevant information. - From Zero To Liftoff Amazon FBA course
8. When you are done, switch between every tab and check all relevant fields have data in them. Fill in as much information as you can.
9. When you’re finished click the Save and Finish button at the bottom.

3. Action Steps

Here are the Action Steps you should take to optimize your Seller Central backend:

  1. Fill out the Search Terms section in your Seller Central backend. Try your best to fill up the search term fields with relevant long tail keywords.
  2. Go over each tab in your Seller Central backend and fill each field with as much relevant information as possible.

Let's Recap the Action Steps!

This Module contained a lot of action steps. In the last section of this module, you will find an overview of all the action steps set out in this module for creating your optimized product listing.