If you think Amazon SEO vs Google SEO are basically the same thing, think again.
A lot of sellers who crushed it ranking blogs or products on Google end up confused when those same tactics fall flat on Amazon. It’s not that they forgot how to optimize; it’s that the rules of the game are completely different.
Yes, both platforms are search engines, but one is built to help people buy, and the other is built to help people find information. That core difference changes everything about how you show up, how you rank, and how you convert.
So if you’ve been applying Google-style SEO to your Amazon listings and wondering why it’s not working, this article is for you. Our Amazon agency will discuss how Amazon SEO actually works, what makes it different from Google, and why trying to rank a product the same way you’d rank a blog post is a losing battle.
Table of Contents
What Is SEO and Why Does It Matter?
SEO or Search Engine Optimization is the process of improving your content’s visibility on a search engine without paying for ads. It’s what helps people find you organically when they search for something related to what you offer.
Whether you’re selling products, promoting services, or just trying to build an audience, SEO is how you make sure the right people see your stuff. And the better you rank, the more traffic you get, simple as that.
What makes SEO so powerful is that it brings intent-driven traffic. These aren’t random clicks. These are people actively searching for a product, a solution, or an answer.
So when your listing or website shows up right where they’re looking, the chance of converting that visitor into a customer? Way higher.
What Is Amazon SEO?
Amazon is one of the most visited e-commerce platforms globally, with billions of monthly visits from shoppers searching for products. With that kind of traffic, it’s no surprise that many sellers choose Amazon over other marketplaces to showcase their products.
But with millions of sellers on the platform, standing out is no easy task. That’s where Amazon SEO comes in; it’s the process of optimizing your product listings with relevant keywords and content so they appear in front of the right customers in search results.
Understanding the Amazon A10 Algorithm
Now, there’s no point in optimizing your listings blindly without knowing what drives product visibility behind the scenes. The A10 algorithm is the brain of Amazon’s search engine, and understanding how it works can guide your SEO strategy more effectively.
A10 looks at several factors like keyword relevance, sales history, customer satisfaction, and even off-Amazon traffic to decide which products to rank higher. It rewards listings that align well with what shoppers are searching for, not just the ones that spend the most on ads.
Amazon SEO Factors
The A10 algorithm doesn’t just guess which products to rank; it evaluates several SEO factors that help determine which listings deserve the spotlight. Knowing what these factors are can help you fine-tune your listings to gain better visibility.
- Relevance and Buyer Intent
A10 matches listings to what shoppers are actively searching for. The closer your keywords and content are to their intent, the better your chances of showing up. - External Traffic
Bringing in traffic from outside Amazon, like social media or blog links, tells the algorithm your product is in demand and can give your ranking a boost. - Seller Authority
Your reputation matters. Factors like positive reviews, low return rates, and how long you’ve been selling all play into your ranking. - Click-Through Rate
If shoppers are clicking on your listing when it shows up in search, that’s a good sign. A high CTR signals that your product is appealing and relevant. - Conversion Rate
Getting clicks is one thing, getting sales is another. The algorithm favors listings that consistently turn views into purchases. - Organic Sales & Sales History
Steady, non-promotional sales tell Amazon your product performs well naturally, which helps solidify and improve your position. - Fulfillment Speed and Stock Levels
Keeping products in stock and shipping them quickly adds to your listing’s reliability. Running out of inventory or delayed delivery times can hurt your ranking. - Price Competitiveness
If your price is within range of the market average, typically within 2%, you’re more likely to stay competitive in search rankings. - Review Quality and Quantity
Recent positive reviews build trust. A10 looks at both how many reviews you have and how recent and relevant they are.
What Is Google SEO?
Google is the most widely used search engine for people looking to find businesses, products, answers, and just about anything online. Whether someone wants to compare products, read reviews, or get more information, Google is often their first stop.
Most website owners aim to rank high on Google’s search results page to attract more visitors. Google SEO works by using keywords and other ranking signals to match relevant content with user search queries.
Understanding the Google Algorithm
The Google algorithm is a set of systems that work together to decide which web pages show up on the search results page. It evaluates multiple factors like content relevance, quality, usability, and the searcher’s intent to serve the most helpful results.
Understanding how this algorithm works should shape your SEO strategy. If you want your site to rank on the first page, you need to focus on creating valuable content that matches what users are actually searching for.
Google SEO Factors
Google’s algorithm looks at several SEO factors before deciding which pages to show in its search results. These factors help determine how relevant, helpful, and trustworthy your content is.
- Content Quality and Expertise (E-E-A-T)
Google favors content written with experience, expertise, authority, and trustworthiness. - Backlink Profile
Links from credible websites act as endorsements and can improve your ranking. - User Experience
Factors like bounce rate, time on site, and how users interact with your page all influence SEO. - Mobile-First Indexing
Your site must perform well on mobile devices since Google prioritizes mobile versions for ranking. - Site Structure and Technical SEO
Clean URLs, proper indexing, and fast load speeds make it easier for Google to understand and rank your site. - Domain Authority and Trust
Older domains with consistent quality and good reputations tend to rank higher. - Content Freshness
Updated or regularly refreshed content has a better chance of ranking, especially for topics that evolve over time.
Amazon SEO vs Google SEO: Key Differences
Amazon SEO and Google SEO have key differences that you should know, especially if you’re transitioning from your brand’s website to selling on Amazon. What worked to get traffic on Google won’t necessarily help you rank on Amazon, so understanding these differences explains why strategies that once brought results may now fall flat.
1. Search Intent and Ranking Goals
- Amazon is a buying platform. Most users search with high purchase intent, and the algorithm ranks products based on how likely they are to sell.
- Google is more informational. It’s designed to deliver content that satisfies a wide range of queries, not just commercial ones.
2. Conversion vs Engagement Focus
- Amazon heavily values conversions. Your product needs to convert well; sales velocity and click-to-purchase behavior are central to its ranking.
- Google focuses more on user engagement signals like time on site, bounce rate, and click-through rate from the SERPs.
3. Keyword Usage
- Amazon SEO is centered around product-specific keywords that drive conversions, such as brand names, features, and benefits.
- Google SEO leans toward informational and question-based keywords placed across various elements like headers, meta descriptions, and body content.
4. Link Strategies
- Amazon doesn’t rely on backlinks. Instead, it rewards listings with strong sales, good reviews, and high conversion metrics.
- Google uses internal and external links to measure authority and relevance, making backlink strategies critical.
5. Content Optimization
- On Amazon, content is structured for quick conversions, titles, bullet points, and A+ content are designed for scannability and persuasion.
- On Google, content is long-form and educational. Google wants to see depth, structure, and topic authority.
6. Algorithm Priorities
- Amazon’s A10 algorithm is focused on maximizing sales. Factors like pricing, fulfillment method, and inventory levels directly influence rankings.
- Google’s algorithm emphasizes expertise, authoritativeness, and trustworthiness, as well as mobile optimization and crawlability.
7. Performance Tools
- Amazon offers seller-specific tools like Brand Analytics and Seller Central reports, which focus on buyer behavior and conversion data.
- Google provides tools like Google Analytics and Search Console, offering broad insights into traffic sources, keyword performance, and page health.
| Category | Amazon SEO | Google SEO |
|---|---|---|
|
Search Intent |
High purchase intent; ranks by sales potential |
Informational; ranks by content relevance |
|
Ranking Focus |
Conversions and sales velocity |
Engagement (CTR, time on site) |
|
Keywords |
Product-specific, conversion-focused |
Informational and question-based |
|
Link Strategy |
No backlinks; relies on reviews and sales |
Backlinks are key to authority and ranking |
|
Content Style |
Short, persuasive (titles, bullets, A+ content) |
Long-form, structured, and educational |
|
Algorithm Signals |
A10 values price, fulfillment, and inventory |
Values expertise, trust, mobile-friendliness, and crawlability |
|
Tools |
Seller Central, Brand Analytics (sales data) |
Google Analytics, Search Console (traffic and SEO data) |
Similarities Between Amazon SEO and Google SEO
Although we’ve established that Amazon SEO and Google SEO differ in many ways, they also share key similarities. Understanding where these two overlap can help sellers and marketers apply familiar strategies more effectively across both platforms.
1. Both Are Powerful Search Engines
Despite their different purposes, shopping vs information, Amazon and Google function as dominant search engines. Millions of users turn to them daily to find products or answers, making SEO essential on both platforms for visibility and traffic.
2. Relevance Drives Rankings
On both Amazon and Google, the goal is to serve users the most relevant results. While Amazon prioritizes listings likely to convert into sales, and Google looks at page engagement and authority, both reward content that matches user intent.
3. Continuous Optimization Is Required
Success on either platform isn’t a one-time effort. To maintain and improve rankings, listings, and pages must be updated regularly based on customer behavior, algorithm updates, and performance data.
4. Paid and Organic Results Coexist
Both Amazon and Google display a mix of organic and paid search results. While Google Ads offers more advanced targeting, Amazon continues to expand its advertising options, making a combined approach valuable for increased visibility.
How to Optimize for Amazon vs Google
Amazon and Google have differences, but no one’s saying you can’t optimize for both. Ranking on both platforms is ideal; it means more visibility, both on and off Amazon.
| Strategy | Amazon SEO | Google SEO |
|---|---|---|
|
Keyword Targeting |
Use short-tail, product-focused keywords in titles, bullets, and backend. |
Use long-tail keywords in blog content, headings, and meta descriptions. |
|
Traffic Generation |
Boost organic ranking by driving external traffic to product listings. |
Create content that links to your Amazon listings to capture search traffic. |
|
Content Structure |
Prioritize key product details in the title and use bullet points for clarity. |
Use headings, internal links, and structured formatting on your website/blog. |
|
Visual Optimization |
Upload high-resolution images and infographics in A+ Content. |
Use images and videos to reduce bounce rate and improve engagement. |
|
Data Repurposing |
Apply top-converting Amazon keywords from ads to listings and copy. |
Use performance data to inform blog topics, ad targeting, and SEO content. |
|
Brand Authority |
Collect verified reviews and maintain strong seller metrics. |
Build backlinks and maintain a well-structured, informative website. |
FAQs About Amazon SEO vs Google SEO
Master Both, but Optimize Differently
Understanding the difference between Amazon and Google SEO can save you time, money, and a lot of frustration. Each platform has its own priorities, and your strategy should match. If you’ve been applying Google tactics to Amazon (or vice versa), now’s the time to pivot.
Need help optimizing your listings the right way for Amazon? Contact our Amazon agency to get expert support tailored to your listings and goals!
