More than 9 million sellers are on Amazon, all trying to get their products seen and sold. With so many listings competing for attention, products without SEO stay invisible. Sales drop. Visibility fades. Rankings never improve.
To fix this, sellers use Amazon SEO tools to find high-ranking keywords and optimize product listings. These tools track performance, improve visibility, and help sellers reach more shoppers across the Amazon marketplace.
This Amazon SEO tools guide explains how Amazon SEO works, why it matters, and which tools actually help. You’ll explore seven top platforms, see how they compare, and learn real workflows that boost rankings and grow organic sales.
What Is Amazon SEO?
Basically, Amazon SEO means optimizing your product listings so they appear when buyers search for related items. It works within Amazon’s internal search engine, where keywords, relevance, and performance all decide what shows up first. This system helps buyers find the most useful and trusted products.
For sellers, Amazon SEO matters because ranking higher means getting seen, clicked, and bought more often. When your listings show up on page one, shoppers are more likely to trust and choose your product. That directly impacts traffic, conversions, and long-term success on the platform.
Amazon originally used the A9 algorithm, which focused heavily on keyword matching and pricing. Now it uses the A10 algorithm, which places more weight on buyer behavior, listing quality, and sales history. The change rewards sellers who focus on real value and consistent performance.
Several factors affect your rankings today. Click-through rate (CTR) measures how often people click after seeing your listing. Conversion rate (CVR) shows how often those clicks lead to purchases.
Amazon also checks how well your keywords match the product and if your listings are properly indexed. All of these play a key role in visibility.
How Amazon SEO Works
Now that you understand what Amazon SEO means, let’s see how it actually works inside the marketplace. Unlike Google, which ranks websites based on backlinks and domain authority, Amazon ranks products based on buyer behavior. The system cares more about what sells than what simply reads well.
Amazon uses its A10 algorithm to choose which products show up first in search results. It looks at how buyers interact with your listing, how often your product sells, and how relevant your keywords are. These signals help Amazon decide if your product deserves a higher spot.
Here are the main ranking factors that affect how Amazon SEO works:
- CTR (Click-Through Rate): Measures how often shoppers click your product after seeing it in search results.
- CVR (Conversion Rate): Tracks how many of those clicks actually turn into sales. Higher CVR means stronger performance.
- Indexing: Tell Amazon which keywords your listing should appear for. If it’s not indexed, it won’t rank.
- Keyword Relevance: Amazon checks if your title, bullets, and backend keywords match the shopper’s intent.
- FBA (Fulfilled by Amazon): Listings with FBA often rank better because Amazon trusts its shipping and customer support.
- Product Reviews: A higher number of positive reviews helps build trust and push rankings upward.
7 Amazon SEO Tools Every Seller Should Use
The search for a reliable Amazon SEO tool can feel difficult. Many tools promise results but rarely deliver. Below are trusted options with real features, pricing details, and tips that improve rankings and increase your sales.
1. Helium 10
Helium 10 gives sellers everything they need to rank higher, find keywords, and fix weak listings. It works well for both beginners and advanced sellers who want more control over product visibility.
Paid plans begin at $39 per month, and a free version includes basic tools. Many sellers start with Cerebro to uncover competitor keywords, then use Listing Builder to turn that data into optimized content.
Key Features:
Here are the most useful tools inside Helium 10 that support SEO, research, and listing performance:
- Cerebro: Reverse ASIN tool that reveals competitor keyword rankings
- Magnet: Advanced keyword tool that shows high-traffic search terms used by real shoppers
- Listing Analyzer: Scores your current listings and suggests fixes to improve visibility and conversion
Here’s a quick look at what sellers like and what they find limiting about Helium 10:
| Pros | Cons |
|---|---|
|
Offers beginner and advanced tools in one platform |
Can feel complex without proper onboarding |
|
Strong for product research and keyword clustering |
Premium features locked behind higher-tier plans |
2. Jungle Scout
Jungle Scout helps Amazon sellers research products, find keywords, and build listings that rank higher. It’s a favorite among private label sellers who want data-driven decisions without guesswork.
Paid plans start at $49 per month, with helpful tools for PPC and SEO. Many sellers begin with Keyword Scout, then use Listing Builder to turn keyword ideas into high-converting content.
Key Features:
Jungle Scout focuses on research and listing tools that help sellers launch and grow on Amazon faster:
- Keyword Scout: Finds high-traffic, low-competition keywords with real-time search volume data
- Listing Builder: Helps structure your listings with smart keyword placement and scoring
- Opportunity Finder: Shows trending product ideas based on buyer demand and seasonality
Let’s break down where Jungle Scout shines and where it may fall short for some sellers:
| Pros | Cons |
|---|---|
|
Clean interface and easy for beginners to learn |
Focused more on private label than wholesale |
|
Great for keyword discovery and early-stage research |
Fewer tools for large-scale PPC or brand tracking |
|
Offers a browser extension for on-the-go product checks |
Higher pricing compared to similar beginner tools |
3. SellerApp
SellerApp is built for sellers who want both SEO and Amazon PPC tools in one place. It helps with keyword discovery, product research, and ad performance without switching platforms.
Paid plans start at $39 per month and offer access to both SEO and advertising tools. Sellers often begin with Keyword Research, then switch to Listing Optimizer to improve rankings and ad results side by side.
Key Features:
SellerApp combines multiple Amazon tools into one dashboard to support both organic and paid growth:
- Keyword Research: Finds high-converting keywords using real-time shopper intent data
- Listing Optimizer: Audits and scores your listings based on keyword relevance and structure
- PPC Analyzer: Tracks ad campaigns, filters wasted spend, and boosts return on ad spend
Here’s how SellerApp stacks up when it comes to strengths and possible drawbacks:
| Pros | Cons |
|---|---|
|
Combines SEO and PPC tools in a single dashboard |
Some tools require time to learn effectively |
|
Great for keyword clustering and ad performance tuning |
Not as popular among larger enterprise sellers |
|
Offers deep listing audits with action-based scoring |
Advanced features are locked behind higher-tier plans |
4. AMZScout
AMZScout is a solid pick for sellers focused on product research with basic Amazon SEO features built in. It works best for beginners who want easy market data without needing complex dashboards.
Paid plans start at $45 per month, and a browser extension is included for quick on-page analysis. Most sellers begin with the Product Database, then use Keyword Tracker to build a listing plan around real trends.
Key Features:
AMZScout tools are simple but effective, especially for spotting product trends and keyword performance:
- Product Database: Filters products by sales, reviews, and profit potential
- Keyword Tracker: Monitors keyword rankings over time to track listing performance
- PRO Extension: Adds competitor and market insights while browsing Amazon directly
Here’s what new and experienced sellers often like, and where AMZScout could improve:
| Pros | Cons |
|---|---|
|
Very beginner-friendly with a clean, easy layout |
Fewer listing optimization tools than competitors |
|
Great for quick product research using filters |
Lacks deeper PPC or brand-level features |
|
Helpful Chrome extension included in every plan |
Keyword tools feel limited at scale |
5. SellerSprite
SellerSprite is a favorite among sellers focused on data-driven keyword strategies and deep competitor analysis. It’s especially useful for international markets and works well with both organic SEO and sponsored ads.
Pricing starts at $39 per month with a generous trial. Many sellers begin with Keyword Mining, then use Listing Optimization to match shopper intent with structured listings.
Key Features:
SellerSprite focuses on helping sellers cluster keywords, monitor competitors, and sharpen listing performance:
- Keyword Mining: Discovers thousands of search terms using traffic, conversions, and ranking weight
- Listing Optimization: Scores your listing and suggests structure changes based on keyword use
- Market Analysis: Shows trends, pricing gaps, and competitor weaknesses across multiple marketplaces
Let’s look at what SellerSprite does well and where it might feel limited:
| Pros | Cons |
|---|---|
|
Excels at keyword clustering and intent-based research |
Interface can feel less polished than competitors |
|
Strong for international sellers and marketplaces |
Some features may feel complex to first-time users |
|
Competitive pricing with broad coverage |
Lacks full PPC tools in base plan |
6. MerchantWords
MerchantWords focuses on raw shopper search data, making it great for sellers targeting long-tail keywords. It’s especially helpful for newer sellers who want real keyword phrases buyers actually type.
Pricing begins around $29 per month, with access to keyword tools and listing optimization. Most sellers start with Keyword Explorer, then move to Listing Advisor for feedback on structure and keyword coverage.
Key Features:
MerchantWords simplifies keyword research by showing what real buyers are searching across Amazon categories:
- Keyword Explorer: Offers high-volume keyword lists based on real search behavior and trending topics
- ASIN Plus: Shows what keywords a specific product ranks for and how strong each ranking is.
- Listing Advisor: Audits your listing and suggests keyword placement and structural improvements
Here’s a breakdown of what makes MerchantWords helpful, and where it may fall short for some sellers:
| Pros | Cons |
|---|---|
|
Simple interface that’s easy for beginners to navigate |
Lacks advanced competitor research and PPC tools |
|
Strong for long-tail keyword discovery |
Not ideal for deep market or sales analysis |
|
Affordable pricing with useful entry-level tools |
Some tools feel limited for experienced sellers |
7. Keyword Tool.io
Keyword Tool.io is a simple and flexible keyword research platform built for Amazon and other marketplaces. It’s ideal for sellers who want quick keyword ideas without signing into Amazon Seller Central.
Pricing starts near $69 per month, and it focuses heavily on long-tail terms. Most users begin with the Amazon autocomplete tool, then export keyword lists to refine PPC and listing strategy.
Key Features:
This tool pulls keyword data directly from Amazon’s search bar to uncover what shoppers are actively searching:
- Amazon Keyword Tool: Uses autocomplete to suggest long-tail keywords based on real-time shopper behavior
- Search Volume Data: Helps you prioritize terms by how often buyers search them each month
- Export Features: Makes it easy to build large keyword lists for SEO, PPC, or content planning
Let’s take a look at where Keyword Tool.io works best, and where it may feel limited:
| Pros | Cons |
|---|---|
|
Great for quick keyword ideas without login |
No listing builder or competitor tracking features |
|
Pulls real-time data from Amazon search autocomplete |
Higher starting price than many beginner tools |
|
Works for multiple platforms beyond Amazon |
Lacks deep SEO scoring or advanced research tools |
Side-by-Side Comparison of the 7 Amazon SEO Tools
The right Amazon SEO tool depends on your workflow, goals, and budget. Some tools focus on keyword research, while others support PPC or listing updates. This table compares the top Amazon SEO tools by features, price, and access to a free trial.
| Tool | Best for | Key Features | Pricing | Free Trial |
|---|---|---|---|---|
|
Helium 10 |
All-in-one SEO + product research |
Cerebro, Magnet, Listing Builder, Alerts |
From $39/month |
Limited Free Plan |
|
Jungle Scout |
Private label sellers |
Keyword Scout, Opportunity Finder, Listing Tool |
From $49/month |
No Free Plan |
|
SellerApp |
SEO + PPC in one dashboard |
Keyword Research, PPC Analyzer, Optimizer |
From $39/month |
7-Day Trial |
|
AMZScout |
Simple product research + keyword use |
Product Database, Keyword Tracker, Chrome Tool |
From $45/month |
Trial Available |
|
SellerSprite |
Keyword clustering and multi-market |
Keyword Mining, Listing Score, Market Analysis |
From $39/month |
Trial Available |
|
MerchantWords |
Long-tail keyword ideas |
Keyword Explorer, ASIN Plus, Listing Advisor |
From $29/month |
Trial Available |
|
Keyword Tool.io |
Quick keyword lists from autocomplete |
Amazon Search Tool, Export, Volume Filters |
From $69/month |
Limited Access |
How to Use Amazon SEO Tools Effectively
After comparing tools side by side, the next step is learning how to actually use them with purpose. Each tool fits best inside a workflow, not just as a feature.
Below are three common Amazon SEO workflows where these tools help you improve rankings, visibility, and conversions.
For New Listings
When launching a new product, your SEO setup decides whether shoppers find you or scroll past.
- Start with keyword research using tools like Cerebro, Keyword Scout, or Keyword Tool.io.
- Choose keywords with high search volume and medium competition that match your product’s core purpose.
- Add primary keywords to your title, bullets, and backend fields to improve indexing and visibility.
- Run an index check after uploading your listing to confirm your keywords are searchable on Amazon.
- Use a listing analyzer or scorecard to spot weak areas before going live in search results.
- Watch your click-through rate and conversion rate for the first two weeks to identify any performance gaps.
For Keyword Expansion
Once your listing is live, the next step is uncovering missed traffic and boosting underperforming keywords.
- Check which keywords your listing already ranks for using a rank tracker or reverse ASIN tool.
- Compare your rankings with top competitors to find missing keyword opportunities and traffic gaps.
- Group related keywords into clusters based on shopper intent and apply them across secondary placements.
- Refresh your listing content with new terms while keeping structure, readability, and core keywords intact.
- Monitor changes using performance graphs to see if CTR or conversions improve after each update.
- Split test major changes like the title or main image to find what attracts better traffic and engagement.
For International SEO
Going global means adapting your listings to each marketplace, not just translating word for word.
- Use international keyword tools to research terms in your target country’s local language and context.
- Translate product listings carefully, matching local keyword intent instead of doing word-for-word conversion.
- Index check local keywords to confirm your listing shows up properly in foreign-language search results.
- Monitor traffic and sales by marketplace to see how each version performs over time.
- Adjust backend keywords based on region-specific phrases that local shoppers commonly use.
- Run regular content audits to improve clarity and relevance for different international markets.
Mistakes to Avoid With Amazon SEO Tools
Even with the best tools, many sellers fall into traps that hurt visibility and sales. Below are common Amazon SEO mistakes, plus quick fixes to keep your listings healthy, searchable, and ready to convert.
Mistake 1: Keyword Stuffing
Use primary keywords once in each major section. Keep language clean, natural, and focused on the shopper.
Mistake 2: Ignoring Reviews and Images
Check your reviews weekly. Update images or A+ content to answer common objections or confusion points.
Mistake 3: Skipping Index Checks
Run an index check using your tool to confirm Amazon is showing your product for those keywords.
Mistake 4: Empty Backend Keywords
Add high-relevance keywords that don’t fit in the title or bullets. Avoid using the same words twice.
Mistake 5: No Testing After Edits
Use split testing or A/B images. Watch CTR changes before deciding if the new version actually performs better.
Mistake 6: One-Time Optimization
Review listings monthly. Update language, keywords, and visuals to match what shoppers expect today.
Frequently Asked Questions(FAQs)
Some questions still come up when sellers start using Amazon SEO tools in real situations. Here are five helpful answers to common problems that aren’t always explained in tool guides or blog posts.
Yes. While Amazon hides exact search volume, good SEO tools use algorithm-based estimates. These estimates are reliable enough to guide keyword strategy, improve listings, and help you target what shoppers are already searching for on Amazon.
Yes. Sending outside traffic from sources like Google, YouTube, or Instagram helps boost your product visibility. Amazon’s algorithm values external conversions, so outside clicks can improve your rankings and bring more shoppers to your listing.
SEO tools only improve visibility. Your CTR depends on images, title appeal, and review count. Run A/B tests on your main image and title to find what makes shoppers stop and click your product.
Yes. Amazon counts backend keyword space using bytes, not characters. Many tools miss this difference. Always confirm you stay under Amazon’s 250-byte limit to make sure all backend keywords actually get indexed properly.
Yes. Keyword stuffing, duplicate terms, or banned phrases can cause suppressed listings. Always follow Amazon’s style guidelines. Use tools that check for indexing and keyword compliance before submitting final listing content.
Not ranking? Brand’s Bro fixes your Amazon SEO for better visibility
Many sellers struggle to rank their products on Amazon, even with the right tools. It’s not about having the best product; it’s about SEO. Without the proper strategy for keywords, listing optimization, and visibility, you’ll stay buried under the competition.
Brand’s Bro helps Amazon sellers take control of their SEO. From keyword mapping and backend optimization to detailed listing fixes, we help you get found by the right customers. Our team also specializes in Amazon Ads management to maximize your sales.
We’ve helped countless brands fix what’s broken and grow with real data, clean strategy, and constant optimization.
