Backend Keywords
Hidden search terms entered in Seller Central that Amazon indexes but shoppers never see - used to cover keywords the visible listing copy doesn't. Called "Search Terms" in Seller Central, this field accepts up to 250 bytes per ASIN. Separate terms with spaces; commas and repetition waste bytes.
In practice
Called "Search Terms" in Seller Central, this field accepts up to 250 bytes per ASIN. It's for alternate spellings (grey/gray), synonyms ("hydration flask" for a water bottle), related use cases and long-tail phrases - not for words already in the title or bullets, which Amazon indexes anyway. Separate terms with spaces; commas and repetition waste bytes.
A meal-prep container listing adds "batch cooking lunch box portion control food storage" as backend terms to reach shoppers who never type "meal prep".
Why it matters
It's free extra keyword coverage: shoppers search in many different words, and the visible copy can't hold all of them without reading like a keyword list.
Worth knowing
- Competitor brand names are prohibited and can get the listing removed.
- Temporary words (sale, new) and unprovable claims (best, #1) don't belong there.
- Check indexing by searching Amazon for the keyword plus your ASIN - if the listing appears, the term is indexed.
Start the conversation
Let's talk it through
Tell us where things stand with putting backend keywords into practice and we'll respond with next steps, no forms, no waiting in a queue.
- A specialist replies directly, not a support queue
- Whichever channel is fastest for you, call, WhatsApp or email
- No long-term contract to start the conversation
