Backend keywords (formally called "Search Terms" in Seller Central) are keywords you enter in a hidden field on your product listing. They are not visible to shoppers anywhere on the listing page, but Amazon's A9 algorithm indexes them for search relevance just like the title and bullet points.
Where to Enter Backend Keywords
In Seller Central: Manage Inventory → Edit Listing → Keywords tab → Search Terms field
Amazon allows up to 250 bytes of backend keywords per ASIN.
Rules for Backend Keywords
- No repetition: Don't repeat keywords already in the title or bullets — Amazon already indexes those. Backend space is for additional terms.
- No competitor brand names: Amazon's policy prohibits using competitor trademarks in search terms. Violations can result in listing removal.
- No misleading terms: Including unrelated categories or false attributes (e.g., "organic" for a non-organic product) violates listing policies.
- Separate with spaces, not commas:
reusable travel bottle gym sports hydration flasknotreusable, travel bottle, gym - Lowercase fine: Amazon's indexing is not case-sensitive
What to Put in Backend Keywords
Alternate spellings and regional variants: "traveling" vs. "travelling", "grey" vs. "gray", "colour" vs. "color"
Synonyms and colloquialisms: A "water bottle" is also a "hydration flask", "drink bottle", "sports bottle"
Related use cases: If you sell a meal prep container, include "batch cooking", "food storage", "lunch box", "portion control"
Long-tail phrases: Combine your product type with specific audiences or scenarios — "water bottle for hikers 32oz", "leak-proof bottle for kids"
Foreign-language terms: For products with cross-cultural audiences, including Spanish or French keywords expands reach (Amazon indexes multi-language terms)
What NOT to Include
- Keywords already in your title (waste of the 250-byte limit)
- Temporary terms (sale, discount, new) — backend terms persist
- Claims you can't substantiate (best, #1) — policy violation
Checking Indexation
After adding backend keywords, verify indexation by searching for the keyword on Amazon and appending your ASIN to the search URL: amazon.com/s?k=keyword+ASIN. If your listing appears, the keyword is indexed.