When you’re selling products on Amazon, every detail counts. Among the many critical elements of successful product listings are the backend keywords, which are essential for improving a product’s visibility on Amazon’s search platform. However, what many sellers often overlook is the importance of understanding how much space Amazon allocates for backend keywords and how to use it effectively. In this article, we’ll explore the character limits for Amazon backend keywords and provide practical tips to maximize their potential.
Understanding Amazon Backend Keywords
Backend keywords, also known as search terms, are hidden from shoppers but play a crucial role in linking your product to relevant search queries. They provide additional metadata about your product, allowing it to appear in search results for terms that may not be explicitly listed in the title, bullet points, or description. This is especially helpful for capturing niche searches or alternate phrases without cluttering the visible content on your product listing.
How Many Characters Can You Use?
Amazon provides sellers with a dedicated field in Seller Central to input backend keywords. Currently, sellers are limited to 250 bytes in total for backend keywords per product. Unlike some other forms of text input, where the limit is measured in characters, Amazon measures backend keyword limits in bytes.
What are Bytes and Why Do They Matter?
Bytes are a unit of measurement in computing that account for character encoding, and each character does not always equate to a single byte. Here are the basics of how character encoding impacts backend keywords:
- Single-byte characters: Alphabet characters (a to z), numbers (0-9), and a few symbols (e.g., space) are generally one byte each.
- Multi-byte characters: Accented characters, certain symbols, and non-Latin scripts (e.g., Chinese, Japanese, Cyrillic) may take two or more bytes per character.
This means that sellers need to be cautious about how they structure their keyword input, especially if they are using non-Latin scripts or special characters, as these can reduce the total number of characters they’re allowed to use.
How to Optimize Amazon Backend Keywords
To make the most of your 250-byte allocation, you should aim for a focused and efficient strategy. Here are some best practices for backend keyword optimization:
1. Include Only Relevant Keywords
Ensure that all keywords you include are directly related to your product. Irrelevant terms might improve search visibility temporarily, but they could lead to lower conversion rates and even Amazon penalties for misleading content.
2. Avoid Repetition
Repeating keywords within this field is unnecessary. Amazon’s algorithm automatically considers plural forms, different capitalizations, and slight variations of terms where logical.
3. Don’t Use Commas
Unlike many keyword optimization platforms, Amazon doesn’t require or recommend separating keywords with commas. Spaces between words are sufficient, and adding commas would only consume valuable bytes.
4. Use Synonyms and Alternate Spellings
Think about how customers might search for your product. Include variations, synonyms, and even alternate spellings to capture a broader audience. For example, if you’re selling “yogurt,” you might also want to include “yoghurt” or “dairy snack” as possible keywords.
5. Remove Irrelevant Words
Avoid wasting space on words that are already included in other parts of your product listing. Titles, brand names, and categories don’t need to be repeated in the backend keywords as Amazon considers them automatically during searches.
6. Target Misspellings
Including common misspellings of your product name or related terms is another strategy to improve visibility. For example, “headphones” could also be added as “hedphones” or “headfones.”
7. Conduct Thorough Keyword Research
Rely on tools like Helium 10, Jungle Scout, or other keyword research software to find high-value keywords for your product. These tools can analyze competitor data and trending searches to provide actionable suggestions.
Common Mistakes to Avoid
When filling out the backend keyword field, sellers often make mistakes that can hurt their product’s performance on Amazon. Here are some pitfalls to watch out for:
- Using prohibited content: Amazon prohibits the use of trademarked terms, brand names (other than your own), and abusive or offensive language.
- Keyword stuffing: Overloading your backend keywords with unrelated terms, hoping to capture wider searches, can lead to account suspension.
- Ignoring byte count: Exceeding Amazon’s 250-byte limit can cause your keyword entry to be truncated, effectively making some of your keywords unusable.
Final Thoughts
Optimizing backend keywords requires precision, creativity, and careful attention to Amazon’s guidelines. Systematic keyword research and adherence to the 250-byte limitation can boost the visibility of your product listings and increase conversions. By allocating this space wisely, you can better connect with your target audience and improve your overall sales performance.
