The landscape of product discovery has shifted from short, keyword‑driven searches to natural, conversational prompts. Customers now phrase their needs as full sentences-'I need a lightweight carry‑on suitcase that fits overhead bins'-and generative AI engines parse every adjective and qualifier. To stay visible, your listing must speak the same language. Think about the attributes that matter to your buyers (size, weight, material, budget) and work them into your title, bullet points and description. Use synonyms and alternate terms in the Search Terms field to capture different ways people express the same intent.
When selecting keywords, separate your head terms from your long‑tail opportunities. Head terms are broad phrases like 'suitcase' or 'chef knife' that generate high traffic but also fierce competition. Long‑tail phrases such as 'hard shell carry‑on luggage with spinner wheels' capture buyers further down the funnel who are more likely to convert. Front‑load the most important terms in your title, weave secondary terms into your bullets and description, and reserve misspellings, synonyms and competitor brand names for the Search Terms field. Avoid keyword stuffing; Amazon penalises listings that repeat words excessively or use irrelevant terms.
Finally, think like a customer service representative. Use your listing to anticipate and answer questions: Who is this for? What problems does it solve? How is it different from competitors? The Q&A section offers a powerful place to expand on your copy and incorporate additional keywords naturally. Encourage satisfied customers to ask and answer questions, and use those interactions to refine your listing language. By treating your Amazon page as a living document, you’ll continue to rank high in both A9 and generative search results.
Don’t neglect competitor intelligence. Run Reverse ASIN lookups on bestselling products in your category to see which keywords drive their traffic. Identify gaps where you can differentiate with features, materials or benefits they don’t offer. If you’re selling luggage, note whether competitors focus on TSA locks, expandable zippers or warranty length, and highlight unique selling propositions like eco‑friendly fabrics or lifetime warranties. By combining natural language research with competitive analysis, your listing will feel both authentic and strategically positioned.
Long‑tail keywords don’t just drive traffic - they signal strong purchase intent. A shopper who searches for ‘stainless steel camping mug with lid and handle’ knows exactly what they want and is more likely to purchase than someone typing ‘camping mug’. Capture these long‑tail queries by writing detailed bullet points that emphasise use cases (e.g., ‘perfect for backpacking and morning coffee at the campsite’) and by including alternate descriptors like ‘travel mug’, ‘outdoor cup’ and ‘insulated flask’ in your Search Terms field. Remember to stay within Amazon’s 249‑byte limit and avoid repetition.
Today’s shoppers expect listings to feel like conversations, not keyword dumps. To capture natural language queries, expand your research beyond obvious seed terms. Use Amazon’s autocomplete and tools like Brand Analytics to uncover phrases real customers use when describing your type of product. Build a glossary of adjectives, modifiers and user scenarios that accompany your head terms, then weave them into your copy. By mirroring the language of your buyers, you improve both relevance and readability.
Strategically pepper your listing with a mix of synonyms and related phrases. For example, rotate between ‘carry‑on suitcase’, ‘cabin bag’, ‘weekender bag’ and ‘under‑seat luggage’ to capture shoppers using different terminology. Include attributes like ‘spinner wheels’, ‘lightweight hard shell’ and ‘TSA‑approved lock’ to cover feature‑specific queries. By diversifying your phrasing, you extend your reach without keyword stuffing.
Picture this: you’re sitting with your morning coffee, and instead of typing “noise‑cancelling headphones under $200” into a browser, you ask ChatGPT. Within seconds you’re shown a handful of curated product cards-images, prices, descriptions-ready to shop. No more sifting through endless pages. This isn’t science fiction; it’s how millions of people already shop today.
Now flip the script. Imagine you’re an Amazon seller watching this change unfold. Your beautifully optimized listing lives deep in the Amazon marketplace, but if you don’t adapt, you risk disappearing from these AI recommendations. The good news? The skills that built your Amazon success still matter, and with a few adjustments you can thrive in both worlds.
In this guide we’ll take you on a journey through the world of AI‑powered search and Amazon’s A9 algorithm. We’ll use real stories, proven data and easy‑to‑follow steps to show you how to future‑proof your business. Whether you’re a seasoned seller or just starting out, you’ll gain a strategic roadmap to make AI work for you.
Before diving in, take a look at this abstract network visualization. It’s a metaphor for the web of data powering these new experiences-connections between products, questions, reviews and intent.
Success on Amazon isn’t an abstract concept. Studies show that more than eight out of ten clicks happen on the first page of Amazon search results and roughly sixty percent go to the top three listings. Those numbers underscore why staying ahead of algorithm changes is essential. The A9 algorithm looks at more than just keywords; it rewards listings with strong sales velocity, healthy conversion rates and high customer satisfaction. Over the next pages we’ll unpack how to align with these signals while preparing for the rise of conversational search.
Why this matters to Amazon sellers: Amazon’s search engine is a fiercely competitive arena. Studies show the first page of results captures roughly 80 % of all clicks, and the top three listings receive about 60 % of those clicks. Even more striking, about 70 % of shoppers never venture to page two. This means your product either appears near the top - or it effectively doesn’t exist. Throughout this series we’ll unpack the strategies that keep your listing on that coveted first page.
Keep ranking in mind: Even if shoppers discover products via ChatGPT or other AI assistants, their buying journey still leads them back to Amazon. Because the first page of Amazon results captures the vast majority of clicks, you need to earn a spot near the top. Make sure your titles, bullets and search term fields are filled with relevant keywords so A9 can match your listing to the questions shoppers ask.
Back to Blog