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Amazon Brand & SEO Insights
How to add search terms to the backend of an Amazon listing
Understanding search keywords, phrases, and search terms
Search Keywords/Phrases: These are words or phrases buyers type into search engines to locate products. They are also what you can bid on in Amazon ad campaigns.
Search Terms: These terms represent the phrases buyers typically use when searching for products. In Amazon listings, backend search terms are additional keywords that do not appear in the visible listing but help boost discoverability.
Difference: Search terms are what buyers use to search; keywords are what sellers target in advertising campaigns.
Benefits of adding search terms to the backend
Increases product visibility: Expands your reach to more potential buyers.
Supports auto campaigns: Helps Amazon’s auto campaigns reach relevant customers.
Covers unlisted keywords: Allows keywords not found in the title, bullet points, or description to be indexed.
Improves indexing: Ensures the listing is indexed for additional words.
Amazon guidelines for adding search terms
Max limit: Up to 250 bytes (recommended 249 bytes).
Avoid duplicates: Do not duplicate keywords from the title, bullet points, or description.
Exclude filler words: Words like "and," "for," and "free" should be avoided.
How to find and generate search terms using Helium 10
Log in to Helium 10 (https://members.helium10.com).
Navigate to the Tools menu and select Frankenstein Tool.
Enter relevant keywords and apply filters to refine them for backend use.
Tip: Frankenstein Tool helps remove duplicates and structure the keywords for optimal backend use.
Adding search terms to individual listings
Go to Inventory > Manage Inventory in Seller Central.
Find the ASIN, click Edit.
In the Keywords section, add the search terms.
Click Save to finalize changes.
Adding search terms for multiple ASINs using bulk feed operation
Go to Inventory > Add Products via Upload in Seller Central.
Download the category-specific feed file for your listings. Refer to this link for help with category selection (login required).
Enter search terms for each ASIN in the feed file.
Upload the completed file through the Upload Your Inventory File option.
Note: After a successful upload, the backend search terms will be applied across multiple listings.
