2024-10-08 · 7 min read
Amazon Backend Keywords: How to Use All 250 Characters
What backend keywords are, where to find them in Seller Central, and the best way to fill them out for maximum ranking impact.
Backend search terms are hidden keywords in your Seller Central listing that customers never see but Amazon indexes for search. They give you 250 additional characters to rank for terms that do not fit naturally in your visible listing content.
Where to find them
Go to Seller Central > Manage All Inventory > Edit next to your ASIN > Keywords tab. The "Search Terms" field is your backend keyword field.
The 250-character limit
Amazon counts characters, not words. You get exactly 250 characters including spaces. Use a character counter to track your usage as you write.
What to include
Synonyms: If your title says "running shoes," add "jogging shoes," "athletic shoes," "training footwear."
Alternate spellings: Include common misspellings if they are frequently searched. "Humidifyer" for "humidifier," for example.
Abbreviations: "oz" and "ounce," "lb" and "pound," "in" and "inch."
Spanish or other language keywords: If your product has a significant Spanish-speaking customer base, add Spanish search terms.
Long-tail variations: Specific phrases that are too long for your title but still relevant. "Memory foam pillow for side sleepers with neck pain."
What not to include
Do not repeat keywords already in your title, bullets, or description. Amazon already indexes those. Repetition wastes your 250 characters without adding ranking benefit.
Do not use competitor brand names. Amazon's terms of service prohibit using other brands' names in your backend keywords. Violations can result in listing removal.
Do not use misleading terms. If your product is not organic, do not add "organic." If it is not waterproof, do not add "waterproof." Amazon may remove listings with misleading backend terms.
Do not use HTML, punctuation, or special characters. Commas are not needed — separate words with spaces only.
Format
Just a space-separated list of words and phrases: dog treat organic chicken grain free small breed puppies training reward. No commas, no quotes, no bullet points.
After saving
Backend keyword changes take 24-72 hours to index. After saving, search Amazon for your new backend terms. If your listing appears in results, the keywords are indexed.
Check monthly whether new keyword opportunities have emerged from your PPC search term reports. High-performing PPC keywords that are not in your backend fields are worth adding.