Use This One Concept To Improve Your Amazon SEO
The Key to Amazon SEO: Sales Velocity and Competitive Analysis
When it comes to SEO, many sellers focus solely on keywords, listing optimisation and image tweaks. While these are important aspects to master, the real key to winning with Amazon SEO revolves around understanding how the algorithm works. If you try to align your strategy with it, rather than trying to outsmart it, you’ll be on the right road to long term success
Customer service is at the very core of Amazon’s focus, and the best way to prove that your product meets customer needs is through sales velocity. In simple terms, the more consistent your sales are, the better your rankings will be. This isn’t just about who sells the most units in total. It’s also about maintaining a steady flow of sales over time, so if your product consistently matches or exceeds the weekly sales of top competitors, Amazon will prioritise it in search rankings.
We proved this theory when one of our clients, a small coffee brand, outranked a global giant despite having way fewer reviews. Their steady six-week sales pattern exceeded their competitors, and that consistency pushed them higher in search results. Rankings aren’t about who has the biggest brand name or the most reviews. It’s about sustained, repeatable performance.
The Two Key Metrics That Drive Amazon SEO
To achieve strong sales velocity, two key factors need to come into play: click-through rate (CTR) and conversion rate (CVR). Your CTR is how often people click on your listing when they see it in search results, and your CVR shows how many of those clicks turned into actual sales.
For click-through rates, you need to focus on three things: product images, pricing, and what you’re actually offering. Your main image must be sharp, high quality, and competitive. If all your top competitors are displaying variations or lifestyle shots, you really should be doing the same. Pricing must be competitive but still profitable, and your fulfilment method needs to match customer expectations. If your competitors are using FBA (Fulfilled by Amazon) and you’re not, you’re already at a disadvantage.
Conversion rate is all about customer confidence. This means making sure your listings fully address potential concerns while showcasing key product features at the same time. This builds trust. A common mistake sellers make is focusing too much on getting thousands of reviews. While review score does matter more than review volume, a product with just a handful of four-star reviews can often outrank a competitor with thousands of mixed reviews.
Why Competitive Analysis Beats Keyword Stuffing
Amazon SEO isn’t about manipulating keywords anymore and gone are the days of stuffing them into headings. Long gone. In 2025, Amazon will further restrict title formatting to prevent sellers from stuffing duplicate keywords or making titles unreadable. Instead of chasing keyword tricks, you need to focus on customer behaviour and competitor insights.
Competitor analysis is the most important tool you have at your disposal. Look at your top competitors and study their listings. What images are they using? What pricing strategy do they follow? What’s their fulfilment method? If you’re not aligning with successful competitors, you’ll struggle to maintain sales velocity.
The Bottom Line
If you optimise your click-through rate and conversion rate, your sales velocity will naturally improve, thus pushing your product higher in search rankings. This is exactly how we’ve launched 800 products in the past year, sold 1.4 million units, and built multiple seven-figure Amazon brands.
Forget the outdated SEO tricks. Focus on the customer, understand competitive analysis, and build consistent sales. That’s how you win on Amazon. Like and follow for more.
