2026-06-10 · 5 min read
Amazon Backend Keywords Best Practices 2026: What to Include and What to Skip
Amazon backend keywords are a free indexing opportunity most sellers underuse. Here is exactly what to put in Search Terms, Subject Matter, and other attribute fields.
What Backend Keywords Are
Backend keywords are fields in Amazon Seller Central that Amazon indexes but shoppers do not see. They let you target additional search terms without cluttering your title or bullets.
The Search Terms Field
The Search Terms field has a 500-byte limit. Rules: do not repeat keywords already in your title, bullets, or description. Amazon already indexes those terms. Use it for variants, misspellings, synonyms, and related terms. Separate keywords with spaces, not commas. Do not use competitor brand names.
Subject Matter Fields
Subject Matter fields (1 through 5) take short phrases indexed separately. Use for use-case descriptions, audience descriptions, and specification keywords that did not fit in your bullets.
Target Audience and Other Attributes
Fill in Target Audience, Material Type, and Item Type Keyword. These affect where Amazon surfaces your product in browse nodes and filtered searches.
What Not to Include
Avoid: your own brand name (already indexed), competitor brand names (policy violation), ASINs of competitors, subjective claims like "best" or "top rated", and phrases already word-for-word in your title. Low-quality keyword stuffing may be discounted by the algorithm.
When to Update
Update backend keywords after: adding new product variations, reviewing search term reports for converting queries you are not targeting, and after seasonal changes that shift buyer search behavior.