Amazon SERP Optimization: How to Take Over Keyword Rankings

If you want shoppers to find your products on Amazon, you need more than great ads. You need a complete Amazon SEO strategy. One of the most powerful tactics is a SERP takeover, where your brand dominates both the organic and paid results for a keyword.

In this Amazon SEO guide, we’ll cover how to take over a keyword SERP, why it matters, and the rules of Amazon marketplace SEO under the latest A10 algorithm. You’ll discover actionable insights to dominate search results and use external traffic to maximize your success on Amazon.

Improve Organic Rankings 

If you've sold products on Amazon, you understand that achieving higher organic rankings is essential. By effectively implementing Amazon SEO techniques, you can enhance your visibility, improve your conversion rates, and ultimately increase your organic rankings.

Support Organic Growth with Advertising

Pair SEO strategy with advertising to support organic improvement. Ensure SEO and Advertising are aligned on the priority terms, then use advertising to increase volume on those terms. There are a few ways this can be done effectively and efficiently:

1. Separate campaigns targeting only those priority terms set to a higher bid and budget.
2. Leverage placement modifiers to ensure TOS on terms. 
3. Consider setting a lower base bid + TOS modifier to funnel the majority of spend to that TOS placement.

When a CPG brand concentrated its advertising budget on TOS, it experienced growth in both conversions and sales.

Here is a breakdown of the results:

• Increased the percentage of investment in TOS from 56% to 84%.
• Sales increased by 57% while raising spend by 43% across all placements.
• TOS placements saw a 72% increase in sales and an 85% increase in orders.
• Conversion rate experienced a minimal decline of 10% with the investment being funneled primarily to TOS.

CPCs across other placements, such as Product Pages and the rest of search, became more cost-effective with a 65% decrease, and the conversion rate was maintained to drive highly efficient sales.

Use All Ad Products to Win the SERP

A targeted effort to win as much real estate on the SERP begins with SEO but is accelerated by a concerted advertising effort. By leveraging all ad types, brands can dominate the SERP by owning Sponsored Brands and several Sponsored Products placements, above the fold. Heavily targeting products that already rank organically on priority terms can support visibility and the likelihood of conversion to improve organic standings.

Increase Customer Reviews 

Positive customer reviews significantly contribute to improving your organic rankings on the Amazon platform. By implementing an effective Amazon SERP optimization strategy, you can boost your conversion rates, encourage more purchases, and ultimately increase the number of reviews, which further strengthens your position on Amazon.

Boost Peak Demand Sales  

Tentpole events offer high traffic and high conversion intent that can tip the organic scales in a brand’s favor. Aligning SEO strategies with advertising to win and convert on key placements during these events can supercharge a SEO strategy. Additionally, external traffic going to Amazon is highly effective in supporting SEO and organic rank.

Amazon SERP Optimization: Important Considerations

It's important to recognize that Amazon SERP optimization is a long-term strategy rather than a quick path to immediate profits. It may take several months to generate significant revenue, as building organic visibility and establishing a strong presence on the SERP requires time and effort.

Conversion is King

Amazon is obsessed with the shopper experience, and one of the best ways to measure this is through conversion rate. The high likelihood of someone converting on your product page influences order volume and eventually the A10 algorithm. Monitoring and investing in search terms with strong conversion rates can increase chances of winning the SERP.

However, investing in terms for too long with low conversion rates can negatively impact winning the SERP. Tracking conversion rates and adjusting content and investment on priority terms increases the chances of succeeding in the Amazon SERP.

Launching a New Product  

When launching a new product, keep in mind that sponsored placement costs might be higher at first. Without enough product sales or customer reviews to lower your costs, using this strategy early on may not be worth it financially. It's best to focus your budget on more profitable efforts during the initial phase.

Branded vs Non-Branded Campaign  

This Amazon SEO strategy is particularly effective for non-branded campaigns rather than those directly tied to your brand name. Branded campaigns tend to have a lower ACoS (Advertising Cost of Sale) as they target customers actively searching for your product by its specific name.

Long-Term vs Short-Term Strategy  

While some brands dominate a search term for an extended period, it's important to note that this strategy can be costly and time-consuming for everyday implementation. Many brands employ it during peak sales times, such as Q4, to achieve specific objectives.

To illustrate its effectiveness, let's consider the case of a beauty brand specializing in beard oils. Implementing an Amazon SERP takeover strategy for the keyword "beard oil" resulted in a remarkable sales growth of 114% over five months. By securing all Sponsored Products ads, a Sponsored Brands ad, and the first organic slot, the brand’s visibility during this period became synonymous with beard oil. This extensive presence showcased the range of its product offerings and significantly boosted its sales.

Why Amazon SERP Optimization Matters

When shoppers search for products, they rarely scroll past the first page. If you appear multiple times in both ads and organic results, you:

• Increase brand visibility
• Push competitors down
• Capture clicks and conversions more consistently

While this strategy works, you can’t just rely on ads or keyword stuffing. Success now comes from a smarter Amazon SEO strategy that blends relevance, performance data, and external traffic. 

By combining optimized listings, strategic ads, and external traffic, you can create a powerful presence that dominates the search results page and drives sustainable growth. Think of it as a short-term visibility play within your long-term Amazon marketplace SEO plan.

How Amazon’s A10 Algorithm Changed the Game

Older approaches to Amazon SEO keywords focused on titles, bullets, and backend fields. While those are still essential, Amazon now weighs additional signals heavily, including:

• Sales history and velocity: Consistent sales mean stronger rankings.
• Click-through and conversion rates: Shoppers must engage with your listing.
• External traffic: Amazon rewards brands that bring in traffic from outside.
• Customer engagement: Reviews, dwell time, and Q&A activity matter.
• Seller performance: Fulfillment, ratings, and return rates influence visibility.

Today, Amazon marketplace SEO goes beyond keywords, as you need to prove your product deserves to rank.

Amazon SEO Strategy for SERP Takeovers

Keyword SERP takeover is part of a broader Amazon SERP optimization and Amazon marketplace SEO approach, where your brand dominates both ads and organic listings for specific keywords.

Target High-Intent Amazon SEO Keywords

Use advanced tools and AI insights to identify the keywords with both search volume and purchase intent. Don’t chase only the most competitive head terms, as mid-tail Amazon SEO keywords often deliver better ROI.

Optimize Your Product Listings

To successfully optimize for Amazon SERP (Search Engine Results Page), your product listings need to appeal to both shoppers and the algorithm. This involves several key elements:

Keyword-Rich but Natural Titles

Your product titles should include relevant keywords that shoppers are likely to use, but they must also be readable and appealing to human eyes. Avoid keyword stuffing, which can make titles appear spammy and lead to a poor user experience.

Bullet Points With Benefits

Instead of simply listing features, focus on the benefits your product offers to the customer. How will it solve their problem or improve their life? Use concise, compelling language in your bullet points to highlight these advantages.

High-Quality Images

Visuals are crucial on Amazon. Include high-resolution lifestyle images that show your product in use, helping shoppers envision themselves with it. Infographic images can effectively convey key features, benefits, and specifications in an easy-to-understand format.

A+ Content With Comparison Charts and Storytelling

A+ Content allows brands to create visually rich product descriptions with unique layouts, larger images, and video. Utilize this space to tell your brand story, showcase product variations, and include comparison charts that help shoppers differentiate your product from competitors.

Regularly Refreshed Backend Keywords

These are keywords that are not visible to the shopper but are used by Amazon's algorithm to understand and rank your product. Regularly review and update your backend keywords to ensure they are relevant, comprehensive, and align with current search trends. This helps Amazon match your product to a wider range of relevant search queries.

Use Ads to Strengthen SERP Presence

Ads are still a cornerstone of an Amazon SEO strategy. Focus on:

• Sponsored Products for conversion-focused targeting
• Sponsored Brands to reinforce awareness
• Sponsored Video Ads to capture attention mid-SERP
• Sponsored Display to retarget competitor audiences

Relying only on ads can erode shopper trust, so ensure they complement strong organic visibility.

Leverage External Traffic for SEO Lift

External traffic, when effectively leveraged, can significantly enhance your Amazon marketplace SEO efforts. The key is not just to drive traffic, but to drive qualified traffic that converts. When external traffic results in sales and positive customer interactions on Amazon, it creates a virtuous cycle: improved rankings lead to more organic visibility, which in turn leads to more sales, further reinforcing your position on the Amazon SERP. 

This approach boosts your visibility and makes your overall Amazon advertising and SEO efforts more cost-efficient over time. Here's how various external traffic sources contribute to the SEO lift:

Paid Social (TikTok, Instagram)

Platforms like TikTok and Instagram offer vast audiences and sophisticated targeting capabilities. Running paid ad campaigns on these platforms, featuring engaging visuals and compelling calls to action, can drive substantial traffic to your Amazon listings. The high engagement and conversion rates often seen with social media traffic positively influence Amazon's algorithm.

Influencer Campaigns

Collaborating with relevant influencers who have established trust and credibility with their followers can generate highly qualified traffic. When an influencer promotes your product and their audience converts on Amazon, it sends a strong signal to Amazon about the product's value and popularity.

Paid Search Campaigns

Running Google Ads or other search engine marketing campaigns targeting relevant keywords can bring highly motivated buyers directly to your Amazon listings. These users are often actively searching for products like yours, leading to higher conversion rates and a direct positive impact on your Amazon ranking.

Email & SMS Campaigns

If you have an existing customer base or lead list, targeted email and SMS campaigns can be incredibly effective. By offering exclusive deals or new product announcements and linking directly to your Amazon listings, you can drive repeat purchases and strong initial sales for new products, both of which are crucial for Amazon SEO.

Your Next Steps for Amazon SERP Domination

1. Thorough Keyword Research & Targeting

Identify and prioritize high-intent keywords with significant search volume and purchase intent. Don't solely chase the most competitive "head terms"; mid-tail keywords often offer a better return on investment.

2. Strategic Listing Optimization

Craft product listings that appeal to both shoppers and the A10 algorithm. This includes keyword-rich yet natural titles, benefit-driven bullet points, high-quality lifestyle and infographic images, compelling A+ Content, and regularly refreshed backend keywords.

3. Balanced Ad Campaign Launch

Implement a diverse mix of Amazon ad formats, focusing on Sponsored Products for conversion, Sponsored Brands for awareness, Sponsored Video Ads for engagement, and Sponsored Display for retargeting. Ensure ads complement and reinforce strong organic visibility to build shopper trust.

4. Effective External Traffic Activation

Drive qualified external traffic to your Amazon listings from sources like paid social media, influencer collaborations, paid search campaigns, and Email & SMS marketing. This external traffic, especially when it converts, significantly boosts your ranking signals and improves the cost-efficiency of your Amazon marketplace SEO efforts.

5. Continuous Performance Monitoring

Regularly track key metrics such as click-through rate, conversion rate, organic rankings, and ACoS. This ongoing analysis allows for timely adjustments and optimization of your strategy.

6. Seasonal Content & Creative Refresh

Periodically update your listing content and creative assets, especially in anticipation of peak sales seasons or new product launches. Keeping your visuals and messaging fresh can enhance engagement and maintain relevance.

Building a Winning Amazon SEO Strategy

SERP takeovers remain one of the most effective ways to dominate visibility, but the approach requires more than keywords and ads. True Amazon SERP optimization now means balancing paid campaigns with a holistic Amazon marketplace SEO strategy. One that leverages keyword research, listing content, and external traffic to keep your products at the forefront.

With the right approach, you can build long-term rankings that drive sales, reduce ad dependency, and strengthen your brand’s authority on Amazon. 

‍Contact us to discover how our experts can help you dominate the SERP and boost sales.