Seller's HomeIs Amazon's Traffic Pattern Changing?
Several sellers recently revealed that there has been a significant adjustment to Amazon's keyword weighting system. The weight of the title has been greatly increased, while the role of the five-point description, product description, and Search Term has been significantly weakened. Some sellers stated that this change means that not including core keywords in the title is almost equivalent to not writing them at all.
01
Amazon's Keyword Weighting Suspected Adjustment
In the past, Search Term and title had similar weights and were key factors for natural ranking. Now this balance has been broken. A seller in Shenzhen conducted a comparative experiment: creating two listings, A and B. Listing A put keywords in the title, while listing B did not put the main keywords in the title but in the Search Term.
When evaluated for this keyword, A ranked 18th page after only 20 evaluations and entered the homepage after 100 evaluations; while B could not find this keyword after 100 evaluations. After more than 300 more orders outside the site, it barely appeared on the 10th page.
This means that the "title + Search Term dual-core" optimization model that has been used for many years has changed. According to seller analysis, this situation may be caused by two reasons.
On the one hand, Amazon's A10 algorithm (replacing A9) has already emphasized title optimization and increased weight of long-tail keywords. The weight of title keywords is about 2-3 times that of the description, and the ranking of five points > search terms > description has become a consensus. In addition, Amazon's new "two-stage title" rules and character limits (no more than 3 times for the same word) in 2025 further strengthen the role of the title as the primary display position. The long-term strategy is still to turn to A+ content and video, increase the weight of the description, and combine PPC advertising to bridge paid organic traffic.
On the other hand, the limitations of AI retrieval mechanism have become a key driver. The current system has not yet fully read the backend data and can only parse the front-end information such as titles and five-point descriptions, which directly amplifies the value of the title weight. "Amazon puts a high weight on AI, but the current AI function is not perfect, it has not accessed the backend of all listings, it can only retrieve the information of the sales page." A seller said in the community. This means that Amazon sacrifices the effectiveness of Search Term in order to cater to AI for algorithms.
In addition to keyword weighting adjustments, Amazon's variant display logic has also become abnormal.
In the past search logic, variants under the same parent (such as color, size, etc.) theoretically could only display one natural position to avoid repeated exposure. But now, multiple child bodies under the same parent ASIN can appear at the same time in the search results of the same keyword and occupy independent ranking positions respectively.
For example, when searching for "dress", the search results page may simultaneously display different variants such as black dress, white dress, pink dress, that is, the same product is exposed in different forms side by side, occupying multiple natural positions.
02
Sellers: The Operational Threshold Is Getting Higher and Higher
This series of changes may change the logic of traffic distribution, and sellers should also update their operational knowledge.
Title optimization has become unprecedentedly important. Some sellers suggest that you can put all core keywords in front of the title, using the "brand name + core word + attribute word + scene word" structure. Some sellers reluctantly said: "Put keywords in the title, put them one by one as much as possible, and there is no way to repeat. For example, 'iPhone case', 'iPhone 17 case', 'iPhone 17 pro case' looks stupid, but it is the most effective."
However, this method is not perfect. First, as keywords move forward, the risk of infringement increases simultaneously. Once sensitive words and brand words appear in the title, they are more likely to be recognized by the system, triggering warnings or removals; second, the platform's restrictions on duplicate keywords continue to tighten, and the title characters are limited, making the choice between core words and attribute words a dilemma; finally, the concentrated exposure of hot-selling variants makes it easier for top sellers to "dominate the screen", and small and medium sellers fall into the vicious circle of "the less traffic, the harder it is to sell".
From Amazon's series of actions, it can be seen that Amazon wants to clean up the gray areas of keyword abuse and promote the upgrade of AI reading ability. Search Term may regain some weight, but the core position of the title is difficult to shake.
Amazon recently launched the generative AI shopping tool Help Me Decide, a tool based on large language models, which will automatically pop up when users browse multiple similar products. By analyzing shopping history, browsing behavior and product reviews, it gives personalized single product recommendations. According to Amazon, if a person who browses tents has previously purchased cold weather sleeping bags and hiking boots for their children, "Help Me Decide" may recommend a four-season tent for four people.
At present, this function has been opened to millions of users in the United States for testing, and will gradually expand its scope in the coming months. The impact of this on Listing traffic is worth all sellers' attention.
It can be seen that sellers need to constantly adapt to the speed of Amazon's algorithm changes, after all, this can affect the speed at which sellers make money. When paying attention to title keywords, it is necessary to strengthen core words and scenario expressions in five-point descriptions and comment areas synchronously.
The relevant information in this article is for reference only and is not used as the basis for investment decisions
