Amazon SEO Isn’t Google SEO—And Your Keywords Should Reflect That

Many marketers treat SEO like a one-size-fits-all strategy—assuming what works for Google will work for Amazon too. But if you're using the same keyword playbook on both platforms, you're likely leaving high-converting traffic on the table.

The truth is, Google and Amazon operate on completely different wavelengths when it comes to search intent and algorithmic priorities. While Google’s SEO revolves around education and discovery, Amazon is all about immediate purchase behavior. That difference isn’t just technical—it’s strategic. And if you're optimizing the wrong way, your products might never show up where it matters most.

Understanding how Amazon's search engine thinks is key. It ranks listings not by backlinks or content length, but by how well keywords align with real buying behavior. This means rethinking your keyword approach entirely—focusing on purchase-ready phrases, strategic placement, and algorithmic triggers that boost visibility and sales on the world’s biggest shopping platform.

To compete where conversions count, your keywords can’t just be relevant—they have to be razor-sharp and platform-specific.

Why Google and Amazon Require Different SEO Approaches

When it comes to SEO, context is everything. And nowhere is that more obvious than in the difference between how people search on Google versus Amazon. What works for one doesn’t always translate to the other—and your keyword strategy needs to keep up.

1. Search Intent: Transactional vs. Informational

Search intent drives everything. Google searches are often driven by curiosity or research—people want to learn, compare, or gather ideas. A user might search for “best noise-cancelling headphones” or “how to improve sleep.” These are informational or navigational in nature.

On Amazon, intent shifts sharply to buying. Users already know what they want and are searching with the intent to purchase. Phrases like “Sony WH-1000XM5 headphones” or “melatonin gummies for adults” are hyper-specific, purchase-ready keywords. That transactional mindset changes the game. You’re not just optimizing for clicks—you’re optimizing for conversions.

For a deeper dive into how user intent shifts between the two platforms, Search Engine Journal breaks it down with clear examples and platform comparisons.

2. User Behavior Differences

Google users bounce between tabs, read blogs, skim through Quora threads, and weigh multiple options. Content like long-form articles, listicles, and product comparisons dominates the SERP.

On Amazon, the experience is tightly product-focused. Shoppers use filters, scan titles and star ratings, and make snap decisions based on what they see above the fold. Keywords matter most in these quick-glance moments—especially in product titles, feature bullets, and review sections. If your keyword doesn’t show up where shoppers look, you’re invisible.

3. Algorithmic Goals

Google wants to serve the most relevant, authoritative content. That means pages with strong backlinks, E-E-A-T signals (Experience, Expertise, Authoritativeness, Trustworthiness), and well-structured metadata tend to rank higher.

Amazon, by contrast, rewards listings that sell. Its algorithm favors products with higher sales velocity, better conversion rates, and strong keyword alignment. If your product consistently converts for “vegan protein powder,” Amazon will push it up the rankings—even without backlinks or blog content.

This difference in algorithmic priorities is why using traditional keyword tools built for Google won’t cut it for Amazon. For a foundational perspective on how Google SEO is structured—and why it differs—this Moz keyword guide offers useful contrast.

Amazon and Google don’t just run on different algorithms—they run on different motivations. Understanding those motivations is the first step to a keyword strategy that actually works.

What Makes an Effective Amazon Keyword Strategy

Your Amazon keyword strategy needs to be laser-focused on purchase behavior—not browsing. It’s not about search volume alone; it’s about showing up exactly where buyers are most likely to click "Add to Cart." Here’s how effective strategies stand out.

Product-Focused Keywords vs. Topic Keywords

The biggest mistake brands make is recycling blog-style keywords like “benefits of turmeric” into their Amazon listings. That might rank on Google, but on Amazon, it falls flat. What performs better? Specific, product-driven terms like “organic turmeric capsules 120 count.” These align directly with what shoppers type when they’re ready to buy.

Instead of trying to educate, your keywords should echo buyer language. Think “waterproof Bluetooth earbuds with mic” rather than “best earbuds for work calls.” It’s about describing the product exactly as a shopper would search for it.

Where Keywords Matter Most

On Amazon, keyword placement can make or break your visibility. The most critical spots are:

• Product Title – It’s the first thing shoppers see and a major signal to Amazon’s algorithm.
• Bullet Points – Each feature-rich line is a chance to hit more high-intent keywords.
• Backend Search Terms – Hidden from customers but highly indexed by Amazon’s engine.
• Product Variations – Each size, color, or flavor should be optimized individually.

According to Amazon’s official SEO guide, keyword alignment across these areas increases your chance of showing up in filtered searches—where purchase intent is highest.

High-Intent Match = Higher Conversion

Generic keywords like “healthy snacks” may get you traffic, but they won’t always convert. Shoppers don’t just want ideas—they want what they’re picturing in their head. That means your keywords should be ultra-specific to catch that moment of intent.

Use precise language like “gluten-free protein bars 12 pack” or “vegan chocolate chip cookies bulk.” The more closely your listing reflects the actual phrasing buyers use, the better your chances of converting browsers into buyers.

An Amazon keyword strategy isn’t about sounding good—it’s about being found when and where it counts.

How Stevie AI Makes Amazon SEO Easy

Many sellers struggle with Amazon SEO because they're stuck applying Google-based thinking to a marketplace built for buyers, not browsers. Stevie AI bridges that gap by focusing on real shopper behavior, not outdated SEO formulas.

1. Amazon-Specific Keyword Data

Stevie AI doesn’t pull guesses—it pulls signals. Every keyword suggestion is based on actual Amazon search behavior, so you're working with terms real shoppers are typing into the search bar. That means you get product-specific keywords aligned with buying intent, not informational blog content. Whether it’s “ceramic travel mug with lid” or “keto pancake mix,” you’re tapping into keywords already proven to perform in Amazon’s ecosystem.

2. Purpose-Fit Keyword Recommendations

No more guessing games or bloated keyword lists. Stevie AI analyzes your product details and category, then recommends keywords that match your exact use case—like launching a new variant, optimizing a seasonal product, or ranking higher in a niche category. It’s built around what you actually sell and who’s buying, so each suggestion feels tailored and strategic—not random.

3. No SEO Background Needed

Stevie is designed to make Amazon SEO accessible, even if you've never done keyword research before. With one-click previews, usage filters, and built-in guidance, there’s no need to dig through spreadsheets or decode complex dashboards. It’s all streamlined: smart filters to refine suggestions, previews that show where and how to use them, and pricing that fits solo sellers and agencies alike.

You don’t need an SEO playbook or an agency retainer—just the right keywords, clearly delivered.

Amazon SEO plays by a different rulebook. While Google rewards content relevance and authority, Amazon zeroes in on what drives conversions—keywords that directly align with what buyers are searching for. The takeaway is clear: using the same strategy across both platforms won’t cut it. You need to meet Amazon shoppers where they are—with product-specific, high-intent keywords that speak directly to purchase behavior. That shift doesn’t have to be complicated. Stevie AI delivers purpose-fit Amazon keyword suggestions that align with real search behavior and help your listings rank higher and convert faster. Try Stevie AI’s Amazon keyword tool for free and start surfacing the terms that drive results—no SEO experience needed.