What is a Platinum Keyword on Amazon?

Written by: Ryan Flannagan
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Amazon SEO (search engine optimization) is a complicated beast; just when you think you’ve got it figured out, a new technique emerges and you feel like you are back to square one.

Platinum keywords are one of the more recent additions from the giants at Amazon and when used correctly, can hugely benefit your Amazon SEO efforts.

If you are keen to learn more about platinum keywords, then the below guide is just what you need.

Read on to discover:

  • What is a platinum keyword on Amazon?
  • What is a platinum seller on Amazon?
  • How to find Amazon platinum keywords?
  • Why is Amazon SEO important?
  • What are back-end keywords?
  • How to optimize back-end keywords on Amazon
  • How to optimize Amazon keywords
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What is a Platinum Keyword on Amazon?

A platinum keyword used to be a type of keyword that allowed Amazon sellers to position their stores for maximum visibility. Although no longer available for use, Amazon platinum keywords made it easier for consumers to navigate your product pages and, in turn, facilitate sales of your Amazon product.

Unfortunately, due to a lack of demand, platinum keywords Amazon became redundant and are no longer in use. That being said, the platinum keywords box is still visible to all Amazon merchants, although there is little point in using it as it does not affect your SEO efforts.

    What is a Platinum Seller on Amazon?

    An Amazon platinum seller or platinum merchants is someone who holds the highest rank on the platform. You could only become a platinum seller by invitation from Amazon or by applying to the Amazon support team as a professional seller.

    Some of the most notable advantages of being a platinum seller on Amazon were:

    • Increased visibility
    • The ability to sell products in restricted AMZ categories
    • The use of Amazon seller platinum keywords
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    How to Find Amazon Platinum Keywords?

    If you are a platinum seller and you have some spare time, you may still want to search for platinum keywords on Amazon to try and reach your target audience.

    In the same way that you find other keywords on Amazon, you need to first log into Amazon Seller Central and head over to the Inventory page. Navigate to the Keywords tab, and here you can check out any existing platinum keywords as well as add new ones.

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    Why is Amazon SEO Important?

    As the largest eCommerce platform in the world, Amazon is a great place to sell products. That being said, with such a large customer base comes fierce competition which is where Amazon SEO comes into play.

    Allowing your product listings to appear during shopper’s search results, there are several different aspects to Amazon SEO, including:

    • Product title optimization
    • Keyword research
    • Keyword optimization
    • Back-end keyword selection

    If you are new to Amazon SEO, you may be feeling understandably daunted about this key process, so you might want to enlist the services of an Amazon marketing agency to help you.

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    What are Back-end Keywords on Amazon?

    Back-end keywords or back-end search terms are hidden keywords that only Amazon merchants have access to. Searchers are not able to see back-end keywords or search terms, but instead, they act as a way for the platform’s algorithm to determine whether a particular keyword is relevant to a product listing which can help you to rank higher in search results.

    As platinum keywords no longer hold value, when people search for “what are platinum keywords,” they actually want to know “what are back-end keywords?”

    To answer to this, they are the opposite of front-end keywords, which are phrases that you find in product listings on Amazon.

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    Providing a way for Amazon users to target keywords that they are not able to add to their product pages, back-end keywords are crucial for boosting sales and increasing visibility.

    If you want to utilize back-end keywords on Amazon, you first need to know how to find them. As with any keyword research, research tools are highly useful and allow you to type in the main keyword and be presented with the most popular alternatives.

    You can also manually look for back-end keywords on Amazon marketplace itself, although this can be a time-consuming and lengthy process.

    Once you have found your back-end keywords, these can be easily added to the back-end keyword field on Amazon.

    How to Optimize Back-end Keywords?

    If you want to make the most of back-end keywords, then follow the below tips from our Amazon marketing experts:

    • Focus on Amazon-specific keywords
    • Use back-end keywords sparingly
    • Do not add punctuation, only spaces
    • Monitor your back-end keyword performance
    • Do not worry about plurals, as Amazon accounts for this in its algorithm
    • Follow Amazon guides and rules
    • Pick back-end keywords that are directly relevant to your product
    • Avoid brand identifiers, as Amazon does not allow the use of these

    How to Optimize Amazon Keywords

    If you want to maximize your Amazon SEO efforts and outperform other Amazon sellers, then you need to make sure that you are putting enough time and effort into optimizing all your Amazon keywords, including Amazon seller platinum keywords.

    There are several techniques that you can adopt to do this, including:

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    Optimize back-end keywords

    To make your text more readable and your product listings stand out, it can be a good idea to optimize back-end keywords using the back-end keyword field.

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    Add general keywords

    Make sure that you also include general keywords in all the main aspects of your Amazon product listings, such as the title, product description, product category, and bullet points.

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    Enter additional product and keyword fields

    To boost searchability and visibility, you may also want to enter additional product and keyword fields via Amazon’s search filters. To maximize results, be as thorough as possible with this.

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    Don’t worry about lowercase and uppercase letters

    When entering keywords on Amazon, you do not need to worry about lowercase and uppercase letters as Amazon already accounts for this.

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    Include incorrect spellings and colloquial phrases

    If your customers often misspell your product names, then it can be a good idea to include these misspellings in your keywords and phrases. The same goes for any colloquial phrases that they often use.

    Ryan Flannagan

    Ryan Flannagan

    Ryan Flannagan is the Founder & CEO of Nuanced Media, an international eCommerce marketing agency specializing in Amazon. Nuanced has sold $100s of Millions online and Ryan has built a client base representing a total revenue of over 1.5 billion dollars. Ryan is a published author and has been quoted by a number of media sources such as BuzzFeed, CNBC, and Modern Retail.

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