Amazon SEO — what the next 18 episodes will teach you.

Welcome to Module 6. Modules 1–5 covered the surfaces: the marketplace, the SERP, the detail page, the content tools and the variation family. Module 6 covers the discipline that decides which of those surfaces a shopper ever sees in the first place — Amazon SEO.

Why Amazon SEO is its own module

Almost every metric that matters on Amazon — sessions, unit session percentage, conversion rate, BSR, ad ACOS — is downstream of one upstream question: does the listing show up in the searches that lead to a sale? A beautifully written listing in a category with the wrong indexed keywords gets a fraction of the traffic of a mediocre listing in the right indexed keywords. SEO is the work that decides which side of that line a listing lives on.

The mental model — three layers

1. Findability. Is the listing in the index for a given search term? Binary — yes or no. Driven mostly by where keywords physically appear on the listing (title, bullets, backend search terms, A+).
2. Relevance. Of all the listings indexed for that term, how relevant does Amazon think this one is? Driven by keyword placement, keyword density in high-weight fields, and category match.
3. Performance. Of all the relevant listings, which one converts best? Driven by click-through rate from the SERP, conversion rate on the detail page, review count, rating, price competitiveness, and Buy Box ownership.

Every episode in Module 6 maps to one of these three layers. Episodes 03–13 are findability (where the keywords come from). Episode 14 is relevance (which keywords actually deserve a slot). Episodes 15–18 build the structured data model that performance-tunes the listing once it's in the index.

The 18-episode arc

• Episodes 01–02 — Intro and definition. The vocabulary the rest of the module assumes.
• Episodes 03–13 — Synonym sources. Eleven distinct sources for finding the keywords your shoppers actually use: the category itself, the title, the AMALYZE Extension, AMALYZE Shield, the Amazon Search Term Report, Google-to-Amazon traffic links, Google Trends, Google's autocomplete and related searches, competitor and adjacent shops, Think with Google, and your own Sponsored Products data.
• Episode 14 — Evaluation. Not every synonym deserves a slot in the title. The episode covers volume thresholds, intent matching and the de-duplication pass that turns a raw list of 200 candidates into a working list of 30.
• Episodes 15–18 — The AMALYZE workflow. How the Extension and the AMALYZER product surface the same data Amazon uses internally, how the synonym list and the AMALYZER data merge into one keyword spreadsheet, and how that spreadsheet becomes the structured input the writing module (Module 8) turns into copy.

What this module is not

Module 6 is not about Sponsored Ads keywords (Module 9 covers that), not about competitor backlinks (those don't matter on Amazon), and not about the writing itself (Module 8 is the longest module and is built entirely on the output of Module 6). It's the upstream research that everything else depends on.

The deliverable

By the end of Module 6 you'll have a working keyword spreadsheet for any ASIN — every legitimate synonym, deduplicated, scored on search volume and intent, structured so the writing team can pick the title's lead keyword, the bullet anchors, the backend search-term fill, and the A+ alt-text targets without having to make any further keyword decisions.

Where to start

Episode 02 nails down the definition — what Amazon SEO actually is, how it differs from Google SEO, and the three things Amazon's A9 / A10 algorithm cares about. From there, Episodes 03–13 build the synonym harvest one source at a time.