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Do you want to optimize your Amazon referencing? In this article, I will show you all the tips for optimizing your Amazon fiches. Researching keywords is the sine qua non for a successful referencing strategy. Be it for Google or Amazon: without a clear concept for which the search terms of your own content must be optimized, there can be no lasting success.

In a previous article, I mentioned the systematic search of keywords for Google optimization. In this article, I described both the process of searching for keywords and the optimization of the files produced by Amazon.


Today, more than 50% of online product searches are conducted on Amazon. In just a few years, Amazon has become the most important product research engine in the western world, leaving Google far behind. For this reason, more and more retailers are looking to position themselves on Amazon.


The client's final research intention when researching on Amazon differs from that of the client when researching on Google. In order to be successful in the long term, the different research intentions must be known.


For information-oriented research requests, the focus is on responding to one question, for example: "Why are delivery times so long?" From an unconventional point of view, the researcher is positioned in the upper part of the sales channel for research requests aimed at information. Research therefore rarely leads to a direct transaction. Nevertheless, the potential of these research requests should not be neglected, because in addition to directly influencing the purchase decision, the client can be linked to the company. Requests for information are generally made via Google Search.


The emphasis here is undoubtedly on the transaction of a product. Research requests focused on transactions are often referred to as "mots-clés monétaires", because the person being researched is at the bottom of the sales funnel and a final transaction is highly likely. Over the past few years, the search behavior for transaction requests has shifted significantly towards Amazon.


In this type of search, the person researching already has a precise search term in mind, for example: "Adidas Shoes Amazon". Google is also the number 1 for searches based on orientation.

Thus, while Amazon does not use search queries focused on transactions, Google's searches are defined by search queries focused on orientation and information.

Par conséquent, les deux derniers types de mots-clés mentionnés ne sont pas pertinents pour la recherche de mots-clés pour les listes Amazon.


Amazon's A9 algorithm can be divided into two categories:

Facteurs de pertinence: The pertinence factors are used to determine which lists correspond to the research request. The pertinence is determined on the basis of the mots-clés and the existing product texts. Only those products that contain the corresponding mots-clés in the text of the product (title, attributes, mots-clés of the backend) are classified as pertinent. Depending on the placement of the word-clé, the pertinence of the word-clé also differs. The placement in the title, for example, is more relevant than in the attributes.

Facteurs de performance: Les facteurs de performance ont une influence directe sur la probabilité d'achat d'un produit. Le CTR dans la page de résultats d'un moteur de recherche (en anglais: search engine results page) and the conversion rate on the product list play a crucial role here. The factors that can be adjusted are: the price, the photos, the evaluations and the delivery time.

Conclusion: If the term researched does not appear in the text of the product, there is no transaction. This is why the text of the product must be optimized right from the start, based on the search for words. It is only after optimizing the pertinence factors that you should consider optimizing the performance factors.


Le titre du produit

Le titre du produit est le facteur de page le plus important de toute liste Amazon. Un titre optimisé offre plusieurs avantages:

  1. A title that contains the most important words also has a better chance of being classified for these research terms.
  2. A title de produit attrayant qui énumère les avantages et les fonctions d'un produit a souvent un CTR plus élevé dans la page de résultats d'un moteur de recherche. When optimizing the title, it is important to take into account not only the algorithm but also the final consumer.

Le titre du produit ne doit pas contenir plus de 200 octets, mais vous devez profiter au maximum des octets disponibles, car plus le titre du produit est long, plus le CTR est élevé.


The general mots-clés are comparable to the balises meta of the past, which are ineffective today, with the difference that the general mots-clés are one of the most important optimization tools that can be adjusted and should therefore not be ignored. Vous avez la possibilité d'utiliser un total de 5 lignes de 50 octets chacune disponibles.

Vous pouvez y insérer des mots-clés qui n'ont pas trouvé de place dans le titre du produit ou dans les attributs. The synonyms may, in particular, be used here. If you use general terms, do not use virgules or repetitions. Tous les mots-clés doivent être séparés par un espace, de sorte qu'aucun caractère inutile ne soit donné. In addition, the research terms that can be written together or separately must always be combined with a union term. By doing so, you ensure that Amazon takes into account the two orthographies. For example, the word "idée-cadeau" covers the words "cadeau", "idée" and "idée-cadeau".

In addition, the capital and minuscule letters, as well as the trémas and the words of replacement are not relevant and should therefore not be taken into account. Remplir des mots tels que "pour" et "avec" peut être oublié en toute sécurité, car ils ne prennent que de l'espace inutile pour les mots clés pertinents. The order of the words used must no longer be taken into account.


Les mots-clés Amazon Platinum jouent un rôle exclusivement pour les vendeurs de platine sur Amazon. Therefore, if you are not an Amazon Platinum seller, you do not have to fill in the blanks for these mots-clés in the corresponding search engines, because this has no effect. To become an Amazon Platinum seller, you must meet certain requirements and then be invited by Amazon. If you have not yet been invited to the Vendor Platinum program, you can be sure that you do not have this status.


It is not necessary to neglect the attributes of the product or the points of reference during the optimization, because they are 1. the main source of information for potential buyers and 2. provide enough space to include words that are not yet used. In addition to the optimization at the mots-clés level, the USP of your product should also be displayed.


Amazon pays less attention to the product description in the context of the pertinence evaluation. However, this does not mean that the product description should not be taken into account, as it is the ideal place to present products that require an explanation. The Amazon product description is the ideal place to use the mots-clés à long queue. In addition, it is important to know that your Amazon products are displayed in Google searches because Google takes the product description into account and it is therefore not necessary to underestimate its value.

Don't forget that your own Amazon products are also displayed in Google searches. Given that Google also considers the description of the product, its value should not be neglected in any case.


Now that we have clarified the basic requirements, I would like to present to you my process for optimizing the Amazon listings. Je vais illustrer une recherche par mot-clé et l'annonce pour la liste "Oreiller - All of me loves all of you".

Les outils de recherche de mots clés les plus importants pour votre référencement Amazon:

Google Keyword Planner (affiche le volume de recherche via Google)

Keywordplanner. io (Suggestion de mots-clés automatisé pour Google, Youtube, Amazon etc.)

Google Suggestions et Amazon Suggestions

Mots-clés similaires dans la recherche Google

Listes Amazon de concurrents

En utilisant ces outils, je vais préparer ma liste Amazon.


Before trouver les mots-clés, je crée d'abord une feuille de calcul (Google Sheets) pour examiner les mots-clés des différents groupes.

In my example, I use the following groups: mots-clés standards, synonymes, occasions de donner, personnes qui reçoivent des cadeaux. As my product is an article cadeau, the groups (events and person receiving the cadeau) are optional.

Keyword research

Tout d'abord, j'utilise Amazon "auto-suggest" ainsi que les listes des autres concurrents pour trouver les premiers termes de recherche pertinents.

Amazon keywords

At the end of the day, a large part of the search for words can already be done here. More words are often searched for, and Amazon's automatic suggestion (autosuggest) is more present and more advanced. Now, I have filled in the four columns with the words that concern me.

In addition to Amazon's automatic suggestions, I also use existing product lists to find the corresponding mots-clés.


By analyzing the product titles of the first lists, I have already found 8 relevant research terms for my own list, as you can see in the previous image. Mais non seulement les titres peuvent fournir des informations sur les termes de recherche pertinents, mais aussi un regard sur les attributs et la description du produit ne doit neit pas être négligé. In addition, Amazon also provides suggestions for the words that can be included in your list.

The "Show results for..." button appears on the left sidebar of the Amazon office view. Different categories where you can find the products listed there are displayed. I also use these categories to optimize the list of my products.


Google can also be used to generate ideas for phrases. In particular, the section "termes de recherche similaires" is often neglected as a source of inspiration.


Ensuite, j'utilise mon outil préféré pour la recherche de mots-clés: En sélectionnant le moteur de recherche respectif et en entrant le terme "oreiller" j'obtiens une multitude d'idées de mots-clés.

Amazon listing

Dans l'étape suivante, j'utilise pour générer d'autres mots-clés. Non seulement les mots-clés mais aussi les numéro d'identification standard Amazon (ASINs) can be saved. In this way, the mots-clés of the listes de produits individuelles are displayed. Another interesting function is the display of the search frequency on Amazon.


As the last port of call, I'm now using the Google Keyword Planner to make sure I haven't missed any words. It also tells me how many times the searched term is searched on Google each month.

In the mots-clés planner, I select the option "Rechercher des mots-clés en utilisant un groupe de mots, un site Web ou une catégorie". The tool then uses the term "partner keyword" to determine other search terms.

Adwords keywords

Now, we also have information on the volume of research and can create or optimize the Amazon list based on these figures at the following stage.

This completes the part of the search by motif. There are, of course, other ways of conducting a motorized search. For example, the automatic product search engines can be used to automate a part of the search by word clues.


First of all, I start by creating and optimizing the title of the product. Note that the title must not contain more than 200 octets. It is also worth noting that only the 70 first octets of the product title are displayed in the mobile view.

The second step is to complete the Amazon attributes. Les mots-clés les plus importants sont également saisis ici. You will find the list of products below. Notez que seuls les trois premiers attributs sont affichés pour les attributs. For this reason, the three first attributes must contain the most important information.

Amazon title

Please note that it is not necessary to omit the "terms de recherche généraux" in the management interface called Seller Central. Notez également que les mots-clés ne doivent pas être  inclus deux fois. The limitation of 250 octets should also be taken into account. Ici, je vous montre également les termes de recherche que j'ai utilisé.

backend keywords

The maximum length of the mots-clés communs is 250 octets. Les 250 octets concern les 5 champs et ne doivent pas dépassés. You do not need to use the blanks and special characters. Each letter from A-Z and each number from 0-9 counts for 1 octet.  Les umlauts Ä, Ü et Ö d'autre part sont comptés comme deux octets chacun et le signe € compte pour 3 octets.

Amazon Product Description du produit: Amazon Listing Optimization

Of course, the product description should not appear in an Amazon listing. In addition to its relevance for Amazon organic searches, the positive effect on the conversion rate and Google ranking should not be neglected. Pour rendre le formatage de la description du produit plus individualisé, j'utilise un éditeur HTML pour insérer des titres.


This completes the Amazon list for the time being. However, it is important to regularly review the registration on the Amazon list, especially after obtaining information on the conversion rate.


In the last step, I will show you how to conduct product training campaigns.

Dans le Seller-Central, sélectionnez Gérer les campagnes publicitaires?

Etape: Créez une campagne.

Etape: "Définir le nom de la campagne, le budget journalier et le type d'orientation".

Etape: "Sélectionner le produit, enchère standard, sélectionner les mots-clés".


Once the campaign has been set up and the mots-clés have been saved, I end the manual campaign. In addition to the manual campaign, it is also possible to create an automatic campaign to determine other mots-clés via the publicity report.


After launching the automated campaign of sponsored products for a few weeks, we will revise our mots-clés strategy based on the existing data in the research terms report. To access the report on research terms, please click on Publicity report under Reports. You now have the possibility to choose between 6 different reports (Performance per period, Performance per SKU, Performance regarding placement, Report of mots-clés, other ASIN reports and Campaign performance report).


The report of the terms of research will be e-charged in the form of a text file. For this reason, I have uploaded it to Google Spreadsheets for a better overall view. Le rapport donne des informations sur les requêtes de recherche effectuées par les clients, le nombre de clics, le CTR ainsi que le CPC et le taux de conversion.


Keyword campaign-Amazon


Les étapes suivantes:

1- Identify first of all the research terms that led to the purchases.

2- Lorsque ces mots-clés ne peuvent pas être trouvés dans notre liste, ils devraient être inclus.

3- Cependant, les mots-clés qui n'ont pas conduit à un achat but qui ont une grande pertinence pour la Liste devraient également étre inclusé.

4- Les mots-clés qui ont conduit à une conversion peuvent être transférés dans une campagne manuelle.

Quelle est la différence entre les colonnes mot-clé et les requêtes de recherche ?

The research requests listed are precise research requests that were made by consumers on Amazon before our publicity. Alors que le mot-clé est la requête de recherche qui a été utilisée dans la campagne.


The optimization of the Amazon lists and the systematic research of mots-clés are tasks that should not be underestimated. There is no need to waste any more time on optimizing the product listings.

It is important to remember that even after the list has been drawn up and put into shape, the work is not finished.

In fact, the systematic test (test A/B) of the titles and images can lead to a significant increase in performance.

Tobias Dziuba

My name is Tobias and I am the founder and managing director of the Amazon agency Adsmasters GmbH based in Düsseldorf.

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