When we talk about “positioning”, we usually think of Google, however, there are other platforms where you can also apply strategies to stand out from the competition and reach more customers; such is the case of Facebook, YouTube, mobile application stores (App Store, Google Play, etc.) and Amazon, which is the platform we will focus on this time.

Selling on Amazon can open many doors, especially if you are an emerging firm looking to make a name for yourself. The global ecommerce giant can be a good showcase to increase your sales and a friendly platform to grow in several aspects.

Consumers like Amazon and, at the same time, it allows many SMEs to use its visibility and platform to sell their products, both nationally and internationally. And this is precisely one of the reasons why more and more companies are using Amazon as a platform to sell their products. However, what is the price to pay for sales and visibility?

The dark side of selling on Amazon

The first thing a brand has to do if it wants to have a presence on Amazon is to open an Amazon Seller account. And, to do this you must provide the company’s tax information, provide three invoices from your suppliers, the url of the website if available, accept the conditions of your contract and decide whether or not you will take care of logistics. Finally, you need to upload your product catalog on your platform. This way, as soon as you start, Amazon receives information about your products and from whom you buy them (if you are not a manufacturer).

Another important point to keep in mind is margins. Selling on Amazon requires you to be competitive in price and that is complicated, because between the different fixed and variable concepts, they take approximately 20% of the value of your product. If you add them to the taxes you have to pay, your profitability is diluted.

Amazon can be profitable for brands and distributors, but for ecommerce that buy from third parties, it is very difficult to compete on price with Amazon and the rest of sellers. In addition, the main ranking factor to gain organic visibility on Amazon and to win the Buy Box in the product sheets is, no more and no less, the price.

What is Amazon search engine optimization?

Without giving it too much thought, positioning on Amazon refers to the implementation of strategies aimed at appearing at the top of the results when a user searches for a product on the platform.

Considering the number of users who buy through Amazon, being positioned in the first place for a relevant search according to the products we offer, translates into a flow of recurring customers for our business. On Amazon, just as there are millions of buyers, there are also millions of sellers competing to attract and capture customers.
Therefore, if you want to stand out from other sellers and position yourself above them in searches, you have to make the most of every element that the platform takes into account when delivering results.

Amazon positioning factors

To shed some light on the subject, we have prepared a list of recommendations to take into account to improve your positioning on Amazon:


Try to establish descriptive titles that offer the user a clear notion of the type of product you offer. There is no point in attracting avalanches of customers with misleading titles who will leave disappointed because they did not find the product they were looking for. Also, avoid overloading titles with meaningless keywords.


It is important that you add as many details as possible about the product, so you offer the user complete information about what you are offering.


The platform allows you to add keywords related to the product you are offering, so make sure you choose the right words. Avoid the mistake of adding a bunch of irrelevant words in the hope that it will give you more visibility. Better to choose a few words, but very relevant.

Images and videos

Graphic content is a powerful tool to attract users and generate trust. The cover image of the product should be eye-catching and relevant. Additional images should allow to know the product from different perspectives. Videos will help you show in detail the product’s features.
Do not forget to complete all the fields and tags offered by the platform, adding keywords so that your product can be found among thousands of other products.

Focus on conversion

This point is fundamental. When it comes to positioning on Amazon, it is important to understand that the platform is interested in selling more (your success depends on it), therefore, all the elements mentioned above must be oriented to generate conversion. If the title, description, keywords and images of a publication do not effectively contribute to generate sales, the platform will simply reduce its relevance.
Therefore, forget about the great virtues of your product and focus on the benefits it brings to the buyer; for example, no one is going to look for a “hair dryer with low impedance resistors” (or any other feature that you think makes it special) but a “low consumption hair dryer”.


Amazon is a huge marketplace where millions of sellers compete, so if we want to stand out with our products, we must know and understand the platform so that we can optimize every detail of our publications. Getting positioned on Amazon is not an easy task, but the results we can get make it worth the effort.


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