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The Core Difference: Search Intent

On Google, people search for information. On Amazon, people search to buy. That single distinction changes the entire SEO playbook. Google rewards websites that provide comprehensive, relevant content, while Amazon rewards product listings that convert quickly and consistently.

● Google SEO = information-driven (blogs, articles, guides).

● Amazon SEO = conversion-driven (listings, images, reviews).

Amazon’s Ranking Algorithm (A9 vs. A10)

Amazon uses what’s often called the A9/A10 algorithm, which prioritizes listings most likely to generate sales. The main ranking factors include:

● Click-through rate (CTR): Are shoppers clicking your product when it appears in search? ● Conversion rate (CVR): Are they buying after landing on your page?

● Sales velocity: Are you generating consistent sales compared to competitors? ● Relevance: Do your keywords match what shoppers type in?

On Google, backlinks and content depth are critical. On Amazon, it’s all about sales performance and listing optimization.

Keyword Strategy: Google vs. Amazon

● Google: Long-tail keywords, semantic search, and topical authority

● Amazon: Direct buyer-intent keywords (e.g., “wireless noise cancelling headphones” instead of “what are the best headphones”).

On Amazon, keyword placement is also more technical titles, bullet points, backend search terms, and even product descriptions all feed into ranking.

The Role of Content

● Google SEO:Content is king. Blogs, videos, and guides help you rank.

● Amazon SEO: Content supports conversion. Your titles, bullets, and images must be persuasive, clear, and sales-focused.

Enhanced Brand Content (A+ Content) is Amazon’s equivalent of a blog—it doesn’t directly boost ranking, but it improves conversions, which indirectly helps SEO.

Paid Advertising & SEO Synergy

On both Google and Amazon, ads accelerate visibility. But on Amazon, Advertising is tightly tied to SEO. The more sales you drive through ads, the more your organic rank improves. Think of Advertising as the fuel that powers the Amazon SEO engine.

What Sellers Need to Do Differently

1. Optimize listings with buyer-focused keywords, not informational ones.
2. Invest in high-quality images and videos to boost CTR and CVR.
3. Use ads strategically to build sales velocity and organic rank.
4. Continuously test and refine Amazon SEO is dynamic, not set-and-forget.

Final Thoughts

Amazon SEO and Google SEO share a name but demand completely different strategies. On Amazon, your success depends less on writing endless content and more on mastering product optimization, conversion, and sales momentum.
At Sell Harbor X, we specialize in Amazon SEO that goes beyond keyword stuffing. We focus on creating listings and ad strategies that convert, rank, and scale. If you’re ready to dominate Amazon search, let’s talk.