AMAZON SEO · AUSTRALIA

Rank your products higher on Amazon.com.au and Amazon.com — where Australian buyers search before they buy

Amazon.com.au has grown rapidly since 2017 but most Australian sellers are competing with suboptimally listed products. The sellers winning on Amazon aren't outspending on ads — they've optimised their listings for A9, filled their backend keywords, and built review velocity.

Request a Search Diagnostic → View the evidence →
This is for you if

Is this you?

Amazon.com.au growing 25%+ year-on-year

63% of AU product searches on Amazon start without a specific brand in mind

FBA Australia reduces fulfilment friction for domestic sellers

AU sellers can dual-list on Amazon.com for US reach

What's broken

Here's what's blocking your growth

Listing titles not optimised for A9

Amazon's A9 algorithm uses the listing title as its strongest relevance signal. Titles that open with a brand name and a product name — without primary keywords, key attributes, and relevant qualifiers — don't match the search patterns Australian buyers use. A buyer searching "stainless steel insulated water bottle 1 litre" on Amazon.com.au won't find your listing if the title says "BrandName Premium Hydration Flask." Title structure is the single highest-impact listing change available, and most Australian sellers have never made it.

Backend search terms not utilised

Seller Central gives every listing up to 250 bytes of backend search terms — invisible to buyers but indexed by A9. Most Australian sellers either leave these fields empty or duplicate their title keywords, which wastes the field entirely. Backend search terms are where you capture synonyms, alternate product names, Australian English spelling variants, and complementary queries that wouldn't fit in the title without making it unreadable.

Bullets and descriptions written for the brand, not the algorithm

Australian sellers migrating from Catch.com.au or their own Shopify store tend to bring across product copy written for marketing purposes — emphasising brand story and product benefits in a way that reads well but provides weak A9 keyword signals. A bullet that says "Engineered for the modern Australian outdoorsperson who demands performance" doesn't match the query "lightweight camping mug Australia." Listings need keyword-aligned bullets and descriptions that also convert — most Australian Amazon listings have neither.

No A+ Content

A+ Content is available to brand-registered sellers and consistently lifts conversion rates — Amazon reports 3–10% average improvement. Australian sellers competing in crowded categories against US-origin brands with full A+ Content suites are at a conversion disadvantage on every product page. The gap is especially pronounced in homewares, outdoor equipment, and personal care — categories where Australian brands are competing against established global sellers who have had A+ Content since it launched.

Review velocity too low

Australian sellers on Amazon.com.au frequently have fewer reviews than US equivalents competing in the same category — because the Australian marketplace is newer and review accumulation is proportionally slower. A9 weights review count and recency as ranking signals. Without a systematic review request strategy using Amazon's native Request a Review tool, sellers are accumulating reviews at the slowest possible rate and ranking below better-reviewed competitors regardless of product quality.

Images don't meet Amazon's standards

Amazon's main image requirements are enforced: pure white background, product filling at least 85% of the frame, no text overlays or props in the main image, minimum 1000px on the longest side for zoom functionality. Australian sellers frequently upload imagery from their own website — styled lifestyle shots, coloured backgrounds, graphics — that either gets the listing suppressed or reduces the zoom functionality that improves conversion. Secondary images (lifestyle, infographic, scale reference, detail shots) are also commonly missing, costing conversion rate on every product page.

What we engineer

What's included

Amazon keyword research

Keyword research conducted specifically for Amazon's search index — not keyword tools built for Google. We use ASIN reverse-lookup via Brand Analytics and third-party Amazon research tools to identify the exact search terms buyers use on Amazon.com.au and Amazon.com in your category. For Australian sellers dual-listing on both marketplaces, we research AU and US keyword sets separately — search volume and vocabulary differ, particularly for product categories where Australian buyers use different terminology.

Listing title, bullet, and description optimisation

Title rewrites structured for A9 relevance scoring: primary keyword front-loaded, secondary attributes included within character limits, readable and click-worthy in the search results page. Bullet rewrites that lead with buyer benefits while hitting A9 keyword targets — not generic feature lists. Description copy optimised for A9 indexation and for the Australian buyer's pre-purchase questions: sizing, materials, compatibility, warranty, and return policy, which matter more for Australian Amazon buyers than in the US where returns are near-frictionless.

Backend search term strategy

All Seller Central keyword fields — search terms, subject matter, intended use, target audience — populated with maximum-value, non-duplicate terms. We eliminate title keyword duplication from backend fields, add Australian English spelling variants (colour vs color, aluminium vs aluminum, metre vs meter), synonyms, competitive product terms, and use-case queries that wouldn't fit in visible listing text. For dual-listed sellers, a separate backend keyword strategy for Amazon.com captures US search vocabulary.

A+ Content creation strategy

For brand-registered sellers, we plan the A+ Content module strategy and brief or create the content. Standard A+ modules selected based on product category and competitive landscape — brand story, feature highlight modules, comparison charts for variant selection, and use-case/lifestyle modules. For Australian brands with existing brand guidelines and photography, we work within those assets. Where new imagery is needed, we brief the shots required with Amazon's image specifications.

Review velocity strategy

A compliant, systematic review request strategy using Amazon's native Request a Review functionality — timed for the correct post-delivery window to maximise response rate. For FBA Australia sellers, this is highly predictable. For sellers using third-party fulfilment or direct shipping, we adjust timing based on actual delivery data. Product insert copy drafted to comply with Amazon's buyer communication policies — directing buyers toward the review pathway without incentivising or requesting positive reviews specifically.

Amazon listing visibility in Google

Amazon product listing URLs — both Amazon.com.au and Amazon.com — are indexed by Google and rank in organic results. We optimise listing content with Google's crawl of Amazon URLs in mind: keyword-rich titles that match Google queries, detailed descriptions that satisfy search intent, and attribute completeness that helps Google understand the product. Australian sellers dual-listing on Amazon.com also benefit from Google.com organic traffic — capturing US buyers who start their search on Google.

Request a Search Diagnostic →
What changes

What changes

Before
After
Before Relying entirely on Sponsored Products ads — ACOS climbs, organic rank never improves
After We fix listing fundamentals first. Organic rank improvement means your products surface without ad spend behind every click — and better-ranking listings convert at higher rates, which directly reduces ACOS on the Sponsored campaigns you do run.
Before Ad spend on listings that convert poorly because titles and bullets aren't optimised
After We optimise the listing before running traffic to it. A correctly structured title, keyword-relevant bullets, and compliant imagery improve conversion rate — meaning every dollar of Sponsored Products spend produces more orders from the same click volume.
Before No A+ Content — losing conversion rate to competitors who have it
After We plan and create A+ Content for brand-registered Australian sellers. In categories where US-origin brands have had A+ suites for years, Australian brands without it are losing conversions on every head-to-head comparison. We close that gap.
Before No review strategy — waiting passively for reviews that may never come
After We set up Amazon's native Request a Review system timed to your FBA Australia delivery windows. Sellers using FBA have predictable delivery times — the review request timing is optimisable, and most Australian sellers have never done it.
Before Treating Amazon.com.au and Google as separate — missing Google searches for AU product queries
After We optimise Amazon listing URLs so they capture Google organic results for Australian product searches. A buyer searching "best insulated water bottle Australia" on Google may find your Amazon.com.au listing directly. Most Australian Amazon sellers leave this traffic uncaptured.
Common questions

Questions

What is Amazon SEO and how is it different from Google SEO?

Amazon SEO is the practice of optimising product listings to rank higher in Amazon's internal search results — governed by Amazon's A9 algorithm, not Google's. The key difference is what the algorithm prioritises: A9 weights conversion probability alongside keyword relevance, meaning listings that drive clicks and purchases rank above listings that merely contain keywords. Google SEO involves a much broader signal set and content variety; Amazon SEO is narrowly focused on the listing elements A9 can measure — title, bullets, description, backend search terms, images, sales velocity, and reviews.

How does the A9 algorithm work?

Amazon's A9 algorithm scores listings on two axes: relevance (does the listing match the query?) and performance (do shoppers buy from this listing?). Relevance signals include keyword presence in the title, bullet points, product description, and backend search terms in Seller Central. Performance signals include click-through rate from search results, conversion rate on the product page, sales velocity, review count, and review rating. A9 re-indexes listing changes within hours — which is why Amazon SEO produces ranking movement much faster than traditional web SEO.

How long until Amazon rankings improve?

Listing changes are re-indexed by A9 within 24–72 hours of updating in Seller Central. Measurable ranking movement on primary keywords typically appears within 30–60 days of a full listing optimisation. BSR improvement and first-page presence for primary search terms is the 90-day target. Timelines vary with category competitiveness — Amazon.com.au categories are generally less competitive than equivalent US categories, which means ranking movement can be faster for Australian sellers than for the same product on Amazon.com.

Do Amazon listings rank on Google?

Yes. Amazon.com.au and Amazon.com product URLs are indexed and ranked by Google Australia and Google globally. Well-optimised listings — with keyword-rich titles, complete descriptions, and populated attributes — perform better in Google's organic results. Australian buyers searching product queries on Google frequently encounter Amazon.com.au listings in the results, and clicking through to Amazon counts as organic traffic that A9 also observes. We optimise listing content for both A9 and Google simultaneously.

Does A+ Content help with SEO?

A+ Content text is not indexed by A9 for keyword ranking purposes — it does not improve keyword relevance scoring directly. However, A+ Content improves conversion rate, and conversion rate is one of A9's key performance signals. Higher conversion rate leads to more sales velocity, which leads to better organic ranking over time. For Australian sellers in competitive categories, A+ Content is a conversion rate lever that compounds into ranking improvement.

What's the difference between Amazon SEO and Amazon PPC?

Amazon PPC (Sponsored Products, Sponsored Brands, Sponsored Display) buys placement in search results and on product pages. Amazon SEO earns organic placement through listing quality and performance signals. PPC delivers immediate visibility but costs money on every click and stops when you pause the campaign. Organic ranking builds over time and does not cost per click. The two approaches work together — organic ranking reduces your dependence on PPC, and well-optimised listings improve PPC conversion rate, reducing ACOS.

How much does Amazon SEO cost?

Amazon SEO at Ignited Nepal is priced based on catalogue size, marketplace scope, and what's included. For Australian sellers with 10–30 ASINs on Amazon.com.au (and optionally Amazon.com), a one-time listing optimisation project typically ranges from AUD 1,200–3,500, depending on whether A+ Content creation is included and whether US marketplace optimisation is in scope. Ongoing monthly retainers for catalogue management and ranking maintenance start from AUD 900 per month. Request a diagnostic to get a scope-specific quote for your catalogue.

Should Australian sellers dual-list on Amazon.com.au and Amazon.com?

It depends on the product and category. Amazon.com.au has grown significantly since its 2017 launch and is the right starting point for most Australian sellers — lower competition than Amazon.com, FBA Australia fulfilment infrastructure available, and Australian buyer familiarity with the platform is increasing year-on-year. Dual-listing on Amazon.com gives access to a substantially larger buyer pool but requires a separate keyword strategy (US search vocabulary differs from AU), compliance with US product labelling and safety standards in some categories, and a US-compatible fulfilment solution. We assess both marketplaces during the diagnostic and recommend based on your specific product category and competitive landscape.

Our team

The people behind the work

Not a black box. Real specialists you can call, with their names on the work.

Niraj Raut

Niraj Raut

Founder — Ecommerce SEO
Keshab Joshi

Keshab Joshi

PPC Expert
Hawrry Bhattarai

Hawrry Bhattarai

Google Ads Expert
Arogya Rijal

Arogya Rijal

SaaS SEO Expert
About Us →
Start here

Australian buyers are searching on Amazon right now. Are your listings where they can find them?

Most Australian sellers on Amazon.com.au have never optimised a listing for A9. The gap between where your products currently rank and where they could rank is usually a set of fixable listing problems — titles that don't match search queries, empty backend keyword fields, no A+ Content. A search diagnostic identifies the specific issues across your catalogue.

Request a Search Diagnostic →

No obligation · Covers Amazon.com.au and Amazon.com · Delivered within 5 working days