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What are Backend Keywords & how they work

Do you want to boost your product visibility! Backend keywords are the best suitable choice for you then. Amazon provides his users with the option of adding Backend Keywords as hidden search terms that can be added to a product listing to boost its visibility. Backend search fields play a vital role in Amazon SEO. Such keywords are not visible to the users who are visiting our product listing page. Backend keywords play a very important role to get high rank on Amazon. Backend keywords facilitate you to add all the related keywords which you can not use in the title, product description, bullets points.

Platinum Keywords:

In the Manage Inventory section for sellers, there is a section available to add “Platinum Keywords”. … Platinum – a premium account available by invitation to large sellers (assumed to be over $10 million per year). Such keywords provide additional flexibility beyond the normal listing keywords.

Search Terms:

Amazon search terms are the keywords which shoppers use to find the products on Amazon. Amazon’s A9 algorithm matches customer searches with the terms included in product listing backend and compiles relevant products for search results. The limit of the Backend search terms field is 249 bytes excluding spaces and punctuation.

Subject Matter:

Subject Matter fields are the text fields which you are asked to fill out when you are editing your Amazon listing. They’re 5 fields of 50 characters each for a total of 250 characters. The original purpose is to give Amazon a bit more context about what your product actually is.

Other Attributes:

In the other attributes, we put the more characteristics, attributes of our product which we are going to list on Amazon.

Intended Use:

Amazon uses the “Intended Use” field to get a better understanding of what activities, conditions, events, or locations the product is intended to be used. It is simply asking about what the product is meant to be used for. Using whey protein powder as an example, the intended use would be weightlifting or bodybuilding.

Target Audience:

Target audience” refers to the end-user, not the buyer; for whom the product is made thus, children’s books are for “children,” not for the parents who might purchase them.) We will use this information to merchandise this product on the Web site. By selecting relevant terms, you increase the chance that buyers will find this product.


Backend keywords limit and Latest Amazon Update:

  1. Now the limit of the search terms is less than 250 bytes. Before this update, it was exactly up-to 250 bytes.
  2. Amazon will only allow you for the product listing if your search terms are within the predetermined limit.
  3. In the limitation, the hyphens, commas, spaces are included.
  4. Whenever you are listing your product on Amazon, if you exceed the character limits, a warning message appears.
  5. According to the Amazon update, your keywords should be generic in the sense that there should not be competitor ASINs, products or repetition.

Backend search terms cover from two aspects:

  1. Discoverability of the product
  2. Readability of the product listing.


Raja Hamza Rasheed

Raja Hamza Rasheed
CEO @ eCom Managers
Show Host @ eCom Stories With Raja
Amazon Expert and Author

Raja is an Extremely Dynamic Marketer & Consumer Behavior Analyst. He holds a Degree of Consumer Behavior & Marketing from the University of Punjab Pakistan. Along With His Own Amazon Selling Business, he is Also a Consultant & Trainer to the Many Amazon Sellers & Brands. In his Career, Raja Worked in Multiple Organization at Managerial & Leadership Roles. He Helps More Than 140 Amazon Sellers Through His Result Driven Strategies and Tactics.

His Main Area of Expertise Includes Product Hunting, Launching, Ranking, Branding, Marketing, Advertising & Merchandising. Raja Have working Experience on Almost all the Amazon Market Places But Mainly Includes USA, UK, Canada, Germany and India

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