MO D U L E 52

Please note:
◊ Customers do not see the backend data - it is
An in-depth all internal.

look at the ◊ All options discussed here may not be available for
everyone depending on the type and age of your
Seller Central account, country/marketplace, etc.
◊ If you don’t see any of the fields discussed, try
backend fields toggling “advanced view” in the settings.
◊ Amazon handles basic stemming:
▶ They recognize variations of words, such as ask/
asking, toy/toys.
▶ You can still fill in important variations if desired.

Module 52
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Search terms field

◊ Backend field with 250 bytes limit (not 250 characters).
▶
Special characters take up more than one byte.
◊ Scribbles tells you how many bytes you’re using.
◊ Use this for keywords you couldn’t fit in your title, bullet
points, and description.
▶ Ideas: Spanish keywords, spelling mistakes, slang,
whatever isn’t logical to put in the front end (such as
awkwardly-phrased long-tail keywords).
◊ Not as important as the title/bullet points/description fields.
◊ Order of words doesn’t matter.
◊ Commas take up bytes; don’t use them.
◊ After updating, wait 15-30 minutes then use Helium 10’s
Index Checker to see if your listing is indexing.
▶ Alternately, go to the search bar on the front end and
enter your ASIN with a keyword to check.

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MODULE 52

Subject matter field

◊ Usually five fields, 50 characters each.
◊ Arguably more important than the search
terms field.
◊ First put what Amazon suggests:
▶ Download flat file for your product category.
What to avoid
▶ Download browse tree guide.
▶ See Module 52.1 for more info.
◊ Using prohibited words may cause Amazon to
◊ Flat files show Amazon’s preferred terms for stop indexing you.
◊ Avoid abusive search terms.
◊
subject matter.
After filling the subject matter fields with ◊ Avoid prepositions and short articles: the, and,
for, to, etc.
their recommended material (if any), fill the
remaining with your top long-tail keywords with ◊ No “temporary” words: sale, available now,
limited time only, new, etc.
correct phrase order.
▶ It isn’t proven if this helps, but it appears to.
◊ No empty subjective words: amazing, best,
popular, fastest.
◊ No brands that aren’t yours.
◊ No ambiguous wording that makes it sound like
your item belongs to a brand that is not yours.
▶ Not ok: iPhone charger.
▶ Ok: charger compatible with iPhones.
◊ Avoid repeating words.

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Other backend fields

◊ Target audience.
◊ Other attributes.
◊ Intended use.
◊ These are for filtering, not indexing
▶ When customers shop, they may narrow their search
results by certain criteria.
▶ If this backend info is missing, you’ll be filtered out
◊ Platinum keywords are obsolete: ignore this.
◊ Fill in dimensions and weight.
▶ Amazon may override when calculating FBA fees, but
this helps the customer envision size/weight.
◊ Not everything is about indexing, but this information helps
customers shop and find your product.
◊ Also include warranties and disclaimers if desired.

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