Shopify and Amazon have teamed up to offer Prime delivery to Shopify DTC ecommerce shoppers called Buy with Prime. Third-party ecommerce merchants that sign up for the service will install the Prime badge in their checkout process, connect Amazon Pay as a Wallet within Shopify Payments for customers to checkout with Amazon Pay, and leverage Amazon’s huge distribution network to fulfill orders on their own sites through the Multi-Channel Fulfillment (MCF) outsourced logistics service. This allows merchants to tap into the preferences of Amazon Prime members, such as fast shipping and a seamless shopping experience. Additionally, Shopify merchants can benefit from integrating Buy with Prime into their stores, enabling them to offer fast shipping and easy checkout, while streamlining operations through Amazon’s logistics network. It’s effectively Amazon payment and fulfillment for ecommerce brands.

The potential benefits for a DTC Seller are obvious: they’ll be able to offer their customers one-and-two-day delivery, and Prime users will have their checkout information pre-loaded on the site via their Amazon Wallet. This is no small win. According to McKinsey & Company, more than 90% of US online shoppers expect free two-day shipping, while the vast majority of Sellers lack a network of warehouses to store and ship distributed inventory to make fast and free shipping affordable.

Some drawbacks are obvious – you’ll have to put Amazon branding all over your checkout and post-purchase experience, for instance. Many others are harder to spot, though, and they affect the entire customer experience that you’ve worked so hard to create.

In this blog, we’ll walk you through the basics of what Buy with Prime (BWP) is, how it affects the ecommerce industry, and how it negatively affects your customer’s experience. Finally, we’ll share our perspective on how you can get the key benefit of Buy with Prime (fast and free shipping) without surrendering your brand to Amazon.

What is Buy with Prime?

Amazon Buy with Prime gives DTC Sellers the ability to offer their customers the Amazon Prime checkout and delivery experiences on their Shopify site. When a Seller integrates with the service, they’ll get:

• The Prime logo and expected delivery date in their checkout process
• Checkout financing operated by Amazon Pay
• Checkout will pre-load customer information if they’re already Prime members
• Fulfillment from Amazon FBA which operates Amazon’s FBA fulfillment network
• Shipping by Amazon Logistics (or partnered carriers)
• Option to adopt Amazon Prime’s returns policy

As we mentioned above, the benefit is obvious: Amazon Prime is the gold standard for speedy online delivery, and you’ll get it on your site. Prime has consistently raised customer expectations for fast and free delivery over its history, to the point where slow shipping and paid shipping are two of the biggest drivers of cart abandonment.

If you don’t currently offer fast and free shipping, Buy with Prime will immediately fix that issue for you. The theory behind Buy with Prime is that the easier transaction coupled with buyer expectations for fast delivery will increase conversion rate, (Amazon reports ~16% lift), thus increasing your web store’s growth. Additionally, integrating two powerful ecommerce tools like Amazon Multi-Channel Fulfillment and Buy with Prime simplifies the management of product catalogs, orders, and returns for online retailers while leveraging Amazon’s Fulfillment Network.

How Buy with Prime Shifts the Ecommerce Landscape

Buy with Prime will leave DTC Sellers with little choice but to improve their delivery experience to meet the standards long set by the marketplaces.

Online brands have long maintained that their curated shopping experiences, community building, and custom unboxing experiences counterbalance the raw power of fast and free delivery from marketplaces. A look at ecommerce transaction value in the United States suggests otherwise, though, as combined US marketplace GMV growth exceeds US DTC GMV growth.

US consumers spend nearly four times as much on Amazon, Walmart, and Target’s ecommerce sites than they do on all DTC ecommerce sites combined. And on top of that, the marketplaces are growing faster. We attribute a huge part of the marketplaces’ advantage to the fast and free shipping that they offer by default on most goods. After all, online consumers cite fast and free shipping as a baseline expectation in survey after survey.

Buy with Prime will ratchet up US consumer expectations for fast and free shipping even further. Now, DTC Sellers aren’t just putting their superior brand and shopping experience up against the convenience of the marketplaces. They also have to fight against competing DTC Sellers that sign up for Buy with Prime and thus combine the power of their brand with Amazon’s famed fulfillment network.

Imagine if YOUR top competitor installs Buy with Prime on their site and blows your delivery speed out of the water. Online consumers love comparison shopping, and you’ll be at a severe disadvantage on your Product Display Page (PDP) and in checkout. You can expect your cart abandonment rate to skyrocket. In short, your slow delivery experience will become an even bigger liability than it already is. Integrating Buy with Prime into Shopify stores can provide a competitive edge by enhancing delivery speed and efficiency, making it important for Shopify merchants to consider this feature. Additionally, by offering Prime benefits, you can boost shopper confidence. Prime members love the reliability and speed of Amazon’s delivery service, and by extending these benefits to your own site, you can encourage more sales and reduce cart abandonment rates.

Likewise, DTC brands can benefit from streamlined fulfillment, offloading the logistics to FBA and potentially enjoying reduced fulfillment costs (more on this later; it may not be as simple as it sounds).

How Buy with Prime Interrupts Your Customer Experience

So, the answer must be simple, right? Just sign up for Buy with Prime and drive more sales.

If only it were that easy.

Unfortunately, Amazon Buy with Prime is a much better deal for Amazon than it is for DTC Sellers, and it’s all in the way BWP will impact your customer experience and ability to retain loyal buyers.

To Amazon, Buy with Prime is about much more than extending its fulfillment operations, Amazon FBA, to DTC Sellers. In fact, they care much more about their ability to get your browsing and purchasing data and use it to their advantage. With BWP, a Seller has to use Amazon Pay for transactions. That means that Amazon will get all of your customer data, and not to mention they’ll bank tons of transaction fees.

While Amazon is laughing its way to the bank, it will be interrupting your customer experience at every step of the journey.

How BWP Affects Discovery

We’ll start at the beginning of the customer journey: product discovery. Here, DTC stores are already at a severe disadvantage: a majority of US shoppers say that they start their online product searches on Amazon.

It’s already an uphill battle trying to get customers to your website. If you install Amazon Buy with Prime, you’ll give Amazon even more ammunition to prevent shoppers from ever making it to you.

It’s simple: if you give Amazon rich data on what your customers are purchasing, they’ll know exactly what to suggest to the customer the next time they stop by Amazon. Since by definition these shoppers are Prime customers, it’s a sure bet that they’ll do so. And when they visit, they’ll see product recommendations perfectly targeted to them, thanks to the additional information that you gave Amazon through Buy with Prime.

Fewer customers will make it to your site organically because more of them find what they’re looking for on Prime without ever turning to a search engine. You’ll have to react by spending more on digital advertising, raising your ACOS, and hurting your margin.

How BWP Affects Conversion

With prominent placement on the Product Details and checkout pages, Amazon Buy with Prime most obviously affects conversion.

While the Prime button promising fast and free shipping from Amazon should help lower cart abandonment rates from shoppers who want fast shipping, it raises a whole host of other issues that counteract the benefits.

First, and perhaps most obviously, Buy with Prime will repeatedly remind shoppers that they should check Amazon before completing a purchase on a DTC website. Price checking is already a core part of many shoppers’ online purchasing behavior, and the Prime logo will only serve to further solidify this trend.

When the price check occurs, the DTC brand can only lose. The customer may see that Amazon has the same item for less (a common occurrence because Amazon strictly enforces their “lowest price” rule), and they’ll also see a host of competitive offers. Taken together, the increased risk of losing a customer to Amazon counteracts the benefit of fast and free shipping.

On top of that challenge, Buy with Prime also removes a key DTC Seller tool to boost AOV. Many Sellers use free shipping as a carrot to induce customers to sign up for loyalty programs or to increase their cart size. “Free shipping for orders over $49” is a tried and true tool to increase profit, but by using Buy with Prime, it goes out the window. Larger order sizes and customer loyalty programs are key pillars in DTC profitability, because each maximizes profit dollars relative to overhead and marketing spend. Amazon will interrupt your ability to use these tools, and instead it replaces your tools with its own loyalty program – Prime.

Finally, Buy with Prime will hurt conversion because it will likely increase cart abandonment rate. According to BigCommerce, the average cart abandonment rate is nearly 70%, and that number rises to a whopping 86% for mobile shoppers. Most DTC Sellers know the truth behind that large number – many shoppers use online carts as a “save for later” feature, and they come back to complete their purchase at a later date. Buy with Prime will interrupt that process and steal customers that are carefully considering a purchase.

How BWP Affects Post-Purchase and Brand Loyalty

Buy with Prime is supported by the FBA network, but Sellers expecting FBA’s low rates will likely be disappointed. Amazon already lets Sellers use FBA for their DTC orders through its non-Amazon solution, Amazon Multi-Channel Fulfillment, but the fulfillment pricing is shockingly bad.

Cahoot’s analysis of 2025 FBA rates versus MCF rates reveals that MCF is at least 50% more expensive than FBA, and reaches nearly 3X the cost for the small standard size category (which are the items FBA loves to ship!). Sellers that have done the math to consider Amazon FBA vs FBM already know that FBA is a bad deal for items larger than a few pounds, and this comparison rate table suggests that Buy with Prime will be an even worse deal.

On top of that, you will lose the ability to control the unboxing experience. No more free marketing from unboxing videos, no more custom inserts to boost repeat rate, and no more amazing first impressions: Amazon now owns your post-purchase experience. Yes, the experience is improving in terms of delivery speed, but it’s degrading in every other way (we all know how FBA loves to put small items in oversized boxes with a ton of air pillows that customers hate to pop and send to the landfill). And to add insult to injury, you’re now marketing for Amazon by using their Buy with Prime logo on your checkout pages.

How BWP Affects Repeat Purchases

Last but certainly not least, Amazon Buy with Prime will also interrupt your ability to build brand loyalty, win repeat purchases from your customers, and increase lifetime value by carefully cultivating a long-term relationship – the linchpin of sustainable profitability.

You’re up against some daunting statistics – according to a 2024 Marketing Scoop survey, Prime members spend an average of $1400 per year on Amazon, (nearly twice as much as non-Prime customers). And half of Prime members buy something on Amazon at least once a week, and 75% shop on Amazon 3-4 times per month.

And now, every time they visit Amazon, they’ll see recommendations to buy your products right then and there instead of going back to your website.

Amazon can and will use the data it gains from its Buy with Prime plugin on your site to sell to your customers with pinpoint precision. With Prime users visiting Amazon.com just about every week, they’ll quickly start buying your product (or a competitor’s) on Amazon instead of your site.

Amazon is touting Buy with Prime as a way that you can tap into Prime’s huge customer base.

In reality, it’s Amazon’s way to tap into your customer base.

Setting up Buy with Prime on your Shopify store is a straightforward process that can be completed in a few simple steps that start with installing the app. Search for the Buy with Prime app in the Shopify App Store. Once you find it, click on the install button to add it to your Shopify store. There are a few minor configurations, but again, very straightforward.

Alternatives to Amazon Buy with Prime

DTC Sellers must feel like they’re stuck between a rock and a hard place. On one hand, they’re squeezed by demanding customer expectations for fast and free shipping, while on the other, they’re faced with the incredible expense of providing fast and free shipping. Now, Amazon promises to help with the latter challenge, but it’s a poison pill that invades their customer experience.

Thankfully, there’s a better way.

Amazon can provide fast and free shipping affordably across the country thanks to its ability to distribute inventory to multiple locations and tightly control fulfillment with intelligent, automated rules. Ten years ago, they were at the forefront of this revolution in fulfillment, but now they’re far from the only ones that can affordably power fast and free shipping.

Cahoot is at the forefront of boosting profitable growth for online Sellers by enabling fast and free shipping across all channels. Unlike Amazon Buy with Prime, Cahoot fulfillment operates in the background, leaving you to own your customer experience – but with new and improved fast delivery. And again, unlike Amazon Buy with Prime, it works for all sales channels: Buy with Prime certainly won’t be available for Walmart and other major marketplaces. You’re limited to Shopify, a plug-in to be used on another ecommerce platform, or custom integration.

And more than Amazon, (and other distributed 3PL networks), Cahoot offers unparalleled flexibility in fulfillment to support the exact needs of DTC Sellers. We offer efficient B2B fulfillment alongside our fast B2C fulfillment, and we also can integrate seamlessly with existing merchant-operated warehouses (or extend your existing 3PL with more locations!). If you have one warehouse on the East Coast, and shipping across the country is killing your margin, we can stand up a West Coast location for you and install our market-leading technology to intelligently govern your new, nationwide fulfillment network. Of course, if you need a full-service solution, that’s what we do.

Contact us to speak with a fulfillment expert and learn how we can boost your growth while cutting costs and headaches today.

Written By:

Indy Pereira

Indy Pereira helps ecommerce brands optimize their shipping and fulfillment with Cahoot’s technology. With a background in both sales and people operations, she bridges customer needs with strategic solutions that drive growth. Indy works closely with merchants every day and brings real-world insight into what makes logistics efficient and scalable.

Hola, Amazon Sellers! We’ve got some news for you. It is predicted that the 2021 holiday season is going to witness eCommerce sales of $206.88 billion with a rise of 11.3% in the US.

With the holiday season knocking at our doors, Amazon sellers are putting their best foot forward in optimizing their listings for grand traffic, massive sales, and greater profits.

If you want to reap the benefits of this holiday shopping season, then there is no better time than this! But how can you stand out in such a fiercely competitive environment? 

For Amazon sellers, a winning holiday keyword strategy is one of the best ways to improve their listings’ discoverability. By investing early in seasonal keyword optimization, you can acquire high positions in SERPs ahead of the competition and increase traffic and sales exponentially. 

So, are you ready for the revolutionary 2021 Amazon holiday shopping sales? Let’s make the seasonal keyword optimization magic happen with some powerful seller moves. But before we unveil some of the best Amazon keyword practices, let’s understand the fundamentals of Amazon SEO and how it works.

What is Amazon SEO?

The first page of Amazon’s SERP is one of the most coveted pieces for every seller. It has the power to convert one-time page visitors to buyers and bring about a stunning increase in overall profits.  

Like Google, Amazon analyzes the search results through its algorithm, which again includes several factors like –

• Product Title with high-converting keywords
• Product Description with relevant keywords
• Product Features with clear bullet points
• Appealing Product Images
• Good Ratings and Reviews
• Competitive Product Price

The underlying search engine is known as A9. The algorithm deploys several parameters to engineer the relevancy of millions of listings stored in its database with the search terms used by the shoppers.

Behind closed doors, Amazon’s search engine algorithm – A9 is constantly being renewed and refined. Although no one really knows its formula or how exactly it works, there are some widely known factors that influence it.

What is A9?

A9 is Amazon’s product ranking algorithm which provides the results depending on the terms or keywords or queries added by users in Amazon’s search box. The results displayed are catalyzed by the shopper’s preferences, past orders, and keyword matches.

How does A9 work?

The A9 algorithm selects the product listings to be displayed to potential buyers and their rankings based on some criteria like:

• Relevant keywords added in listings that match with customer search queries
• Previous customer preferences and behavior
• Customers’ past purchases

While customer preferences and their past purchases aren’t in your hands, what you can influence is your product’s organic ranking by optimizing your listings and making them SEO-friendly.

Why Should You Optimize Amazon Keywords for This Holiday Season?

The goal of Amazon’s search engine is to provide customers with the most relevant product results in relation to the search queries they insert. When it comes to product listings, Amazon looks at keywords present in various fields of the listing like title, description, and bullet points. To display products for every time they are searched, Amazon “indexes” these keywords in its database, i.e., collecting, parsing, and storing the search terms. 

Therefore, a crucial portion of your Amazon marketing strategy is to ensure that your listings have an optimized Amazon product title, descriptions, and bullet points with high-converting and relevant keywords. This is even more significant to the holiday season as it brings about an exponential increase in traffic as compared to other times.

Your listing should be optimized in a way that A9 can locate it, and it should also be compelling for customers to pay enough attention to your products and brand.

It is recommended that during the holiday season, holiday-based search terms like “gift pop-up cards”, “Christmas gifts”, etc. should be added to your listing content.  

Note: When you craft your listing content, make sure it flows naturally. Avoid keyword stuffing, as this diminishes the credibility of your product listing, and drives away potential buyers from your product page to your competitors’ pages.

Tips on Optimizing your Amazon Product Listing with Seasonal Keywords

Here are a few tips and tricks that will help you tackle Amazon’s A9 ranking factors and make your listings holiday season ready in no time:

Step 1: Perform Relevant Keyword Research

Before you begin with keyword research, you should pause and set your goals for your products and brand and why would you want to leverage keywords for your listings.

Do you wish to improve your listing’s search rankings? Are you launching a new product this holiday season? Are you trying to compete with existing sellers selling seasonal products?  

Once you define your goals, your keyword research task gets way easier than it actually is.

Generally, you want to add those keywords to your listings that are more specific and searched for the most by shoppers. For instance, listing Christmas bells as “bells” in your product title will likely have a negative impact on where your product appears in the SERPs as it will attract a lot of irrelevant traffic who aren’t even searching for Christmas bells.

Since long-tail search terms are considered more effective, you must incorporate long-tail keywords into your product listings to optimize for Amazon’s SERPs.

Another efficient strategy is to implement the next-to-highest ranking Amazon keywords for your listings. Small-scale third-party Amazon sellers launching new holiday/seasonal products can face overwhelming competition for the top keywords.

In such cases, optimizing a listing for the keyword “Christmas bell” and expecting to land at the top of Amazon’s SERP is not favorable. Therefore, it’s a good idea to opt for a more specific long-tail keyword like “Christmas Tree Decoration Bells”.

Top Seasonal Keywords

Here is a list of the best seasonal keywords collected by us that you may use for your product listing content:

• Gifts for Men
• Gifts for Women
• Christmas Decorations
• Christmas Socks
• Kids Halloween gifts
• Jazz Christmas
• Halloween Gifts Adults
• Thanksgiving Candies
• Cyber Monday Deals
• Toys Black Friday Deals
• Christmas Gifts
• Classical Christmas

How to Perform Keyword Research?

There are several third-party Amazon seller tools for performing keyword research that uses AI and ML technology to provide the most accurate data.

One such tool is SellerApp’s keyword research tool that analyzes thousands of data points to offer high-converting keywords for every seller type. The following are the SellerApp features that analyze keywords in a more innovative way –

• Product Keyword: Get the best keywords, their relevance score, monthly search volumes and cost-per-click, to increase your listing desirability and discoverability.
• Reverse ASIN lookup: Compare your product to the competition and learn from their keyword strategies. Search any ASIN and see which keywords are ranking for that listing.
• Index checker: Check if your backend search terms entered in Seller Central are indexed or not. Optimize your product discoverability as per Amazon’s best practices.
• Keyword Tracker: View real-time keyword ranking position, change in their position, indexed products, and data-driven recommendations to improve Amazon listing SEO.
• Keyword Booster: This tool will show you all the optimal keywords for your product. Here, you can find and sort keywords based on their frequency. Copy and paste your keyword list into the Keyword Booster. Filter your keyword results by the variety of duplication filters, remove unwanted words and characters. Copy the cleaned keyword list from the Keyword Booster with the copy button and paste the optimized keyword list on your Amazon product info page.

Step 2: Make Your Product Title SEO-Friendly

Product Title is one of the most crucial factors that have the power to exponentially boost your product’s visibility and rankings. Make sure that you add all the relevant information in your title and craft a catchy product title.

According to Amazon, a product title should include the following:

• Brand
• Product
• Material
• Quantity
• Color

Note: A product title in the Amazon search is limited to 100 characters only. Therefore, use the space in a rightful manner – do not overstuff it with keywords, keep it appealing and simple.

Amazon has provided guidelines on how to craft good product titles. Your product title should include product information such as brand, product line, color, size, material or key feature, and packaging or quantity. Here, you must also include 1-2 relevant keywords that can influence product conversion and click-through rates.

If you are selling seasonal products, make sure to include holiday special keywords in your product title to get more visibility.

Ensure that the initial 5-6 words of the title are clear, crisp, and intelligible. These simple techniques make the title eye-catching as well as optimize it for the Amazon search.

Step 3: Optimize the Bullet Points

Amazon provides slots for adding bullet points that explain your products in a clear and concise manner to shoppers. Bullet points are found under any parent/child ASINs on the listing page.

They are usually paid more attention than the actual product description. Therefore, you should leverage this space to explain all the compelling features and benefits your product has.

In this section, add secondary keywords that are important but may not fit in the title, for example, keywords that are seasonal and resonate with the upcoming holiday/festivities. There is no need to repeat keywords from the title or other sections.

Simply use high-converting keywords throughout your product listings that you have gathered from your keyword research.

It is estimated that Amazon will index the first 1,000 bytes for your bullet points. Therefore, you must make sure that your bullet points should be 200 bytes max for them to be indexed.

Step 4: Craft a Product Description that Converts

Amazon’s A9 algorithm will prioritize those listings that have the power to convert and have made a considerable amount of sales in the past. Therefore, your product description should be crafted in a way that adds value to your listing and unveils its lucrative benefits, rather than just being informational.  

Add in only the most relevant keywords that pertain to your product’s unique features, its type and texture, and overall utility.

The product description is also an ideal way to portray your brand and its vision, attract the target audience, and focus on the problem-solution framework. The character length of your description should be 2,000 characters, including spaces. Remember to make it short and crisp and not a huge chunk of complex texts.

Step 5: Do Not Forget the Backend Keywords

Amazon also offers sellers the opportunity to add hidden search terms, which are called “backend keywords.”

Although not visible, these keywords constitute the backbone of your listing’s rankings on Amazon SERP.

You can get up to 249 bytes for adding other very relevant keywords for your product that weren’t fit to be added into your listing content visible to customers like title, description, and bullet points. The best part about this section is that here, you can include –

• other high-ranking long-tail keywords,
• holiday-related keywords like “gift ideas”, “gift pop up cards”,
• misspellings that are searched the most by customers,
• synonyms that shoppers might look for,
• translation words of your products in Spanish or French or any other language.

Here, you don’t need to add product identifiers, like your brand or product name, or content that is irrelevant or repetitive.

Final Thoughts

If you stay proactive and prepare well for the 2021 holiday season, nobody can cease your progress. For even the most advanced Amazon sellers, optimizing keywords takes immense effort, time, and analyzing capabilities. Even though it all seems too overwhelming in the beginning, it can be streamlined with the right AI-powered Amazon keyword tool.

The truth is the more you can streamline the seasonal touch points across your Amazon business, the easier it will be to attract relevant traffic and scale-up.

We hope that this step-by-step guide benefits your Amazon business and fuels your seller journey to success. If you have any more questions, get in touch with us!

Author Bio – Arishekar N

Arishekar N, Director of Marketing & Growth at SellerApp, is a specialist in digital marketing, in addition to website keyword optimization for search engines. His areas of expertise include enhancing the organic & paid ranking of webpages on search engines with innovative SEO & SEM strategies and online promotions.

LinkedIn: https://www.linkedin.com/in/arishekar/

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Protect Your Amazon Listings from Search Suppression, Hijackers, and Stockouts

Amazon is a competitive platform. You need to have a quality product, excellent listing content, and plenty of reviews to catch the attention of busy

Written By:

Indy Pereira

Indy Pereira helps ecommerce brands optimize their shipping and fulfillment with Cahoot’s technology. With a background in both sales and people operations, she bridges customer needs with strategic solutions that drive growth. Indy works closely with merchants every day and brings real-world insight into what makes logistics efficient and scalable.

Amazon is a competitive platform. You need to have a quality product, excellent listing content, and plenty of reviews to catch the attention of busy shoppers. You also need to have plenty of inventory in stock and be prepared to fulfill orders quickly.

Selling on Amazon also requires you to be extremely vigilant. Unfortunately, hijackers and fierce competitors abound. You must pay close attention to the details to keep your business running smoothly. One critical aspect to monitor is suppressed listings, which can significantly impact your sales and visibility. In this article, we’ll share why you need to monitor your Amazon listings for suppression and how to do it.

Understanding Amazon Listing Suppression

When an Amazon listing is suppressed, it is removed from Amazon’s search results, making it invisible to potential customers. This can happen for various reasons, including policy violations, poor product quality, or incorrect listing information. Understanding the causes and consequences of listing suppression is essential for sellers to take proactive measures to prevent and fix listing suppression. A suppressed Amazon listing can lead to a substantial loss in sales and visibility, which is why sellers must stay vigilant and ensure your listings comply with Amazon’s guidelines.

Causes and Prevention of Listing Suppression

Listing suppression can be caused by a range of factors, including missing product details, incorrect or misleading information, low-quality images, and policy violations. To prevent listing suppression, sellers must ensure that their product listings are accurate, complete, and compliant with Amazon’s policies and guidelines. Regularly reviewing and updating product listings, using high-quality images, and monitoring customer feedback can help prevent listing suppression. Additionally, sellers can use tools like Seller Central’s Inventory Tab and Amazon’s Search Suppressed Listings Report to identify and address potential issues before they lead to suppression. By staying proactive and attentive, you can correct suppressed listings before they impact your business.

Search Visibility is Essential for Amazon Listings

Simply put, shoppers won’t see your listings in Amazon’s search results if they are search-suppressed. Since over 50% of product searches begin on Amazon, a suppressed listing is a real problem that can quickly hurt your bottom line.

Amazon suppresses listings from search for a variety of reasons, including failure to meet its image requirements, incorrect listing content, and titles that are too long. You can check to see if any of your listings are currently search suppressed on the Manage Inventory page in Seller Central. If you have suppressed or inactive listings, a hyperlink that says “Search Suppressed and Inactive Listings” will be displayed at the top of the page. Clicking that link will take you to the Fix Your Products page where you can learn more about the issues and find out how to resolve them.

Inactive Amazon listings are not available for purchase and will not appear to customers who are searching for your product. If your product goes out of stock and you don’t have a restocking process in place, the listing will become inactive. Changes such as the manufacturer discontinuing the product or you choosing to stop selling the product can also cause a listing to become inactive. Policy violations are another common reason that listings are inactive.

If your listing is inactive due to a change you’re aware of, it’s not a surprise that you’re not selling that particular product. However, policy violations can be a surprise, particularly if someone else made changes to your listing that caused a violation. Having a process in place to regularly check for search-suppressed and inactive listings can save you a lot of time and money.

Fixing Suppressed Listings

Fixing suppressed Amazon listings requires a thorough understanding of the reasons behind the suppression. Sellers can use the Suppressed Listings Report in Seller Central to identify the issues and take corrective action. This may involve updating product information, uploading new images, or addressing customer complaints. Sellers can also appeal the suppression by providing additional information or evidence to Amazon. By taking prompt action to correct the issues, sellers can restore their listings to Amazon’s search results and regain visibility for their products. Utilizing the tools available in the Amazon seller central dashboard can streamline this process and help you fix suppressed listings efficiently.

Staying in Stock

Amazon customers expect fast and free shipping. Failing to provide it can quickly lead to lost sales and a decline in your product’s organic search ranking on Amazon. It takes a lot of time and resources to build momentum for your product listing at launch, but it takes even more effort to rebuild that momentum for a product that goes out of stock.

Having a system in place that tells you what to restock and when can help prevent these issues. It’s also important to have backup systems in place if you rely on Amazon FBA to fulfill your orders. Delays in shipping and receiving can cause your product to go out of stock. Inventory management is a delicate balance and trends can change very quickly. Having a product go viral on social media is every seller’s dream, but if you don’t have the inventory available to fulfill those orders, your listing is going to suffer while traffic diverts to your top competitors. But you also don’t want to overstock and get stuck paying for aging or excess inventory! Working with a fulfillment solution such as Cahoot can help you manage your inventory for Amazon and other channels so you can deliver the best experience to your customers.

Look Out for Suspicious Activity

Hijackers take over existing Amazon listings, making changes to the listing or price and sometimes even selling a counterfeit version of a branded product. Being hijacked can cause you to lose the Buy Box, revenue, and your excellent seller reputation. After all, buyers who receive a sub-par version of your product or who experience shipping delays will leave product reviews and seller feedback reflecting their experiences.

Battling Amazon hijackers is tough, but regularly monitoring your listings for unauthorized changes can help you identify suspicious activity so you can start building a case with Amazon. Look for changes to your listing content, such as the title, images, and brand name. Look out for keyword stuffing and misleading images that can damage your high-quality listings. Changes to the number of offers available or Buy Box ownership may signal hijacking activity if you sell a private label product.

If you suspect hijacker activity on your listing, start by making a test purchase from the other seller so you can determine whether the product is counterfeit. Send a cease-and-desist letter if your intellectual property or trademark is being used without permission. Report counterfeit products and any trademark infringement or copyright violations to Amazon.

The Impact of Search Suppression on Your Business

Search suppression can have a significant impact on an Amazon seller’s business, leading to a loss of sales, revenue, and visibility. Suppressed listings can also damage a seller’s reputation and credibility, making it harder to attract new customers. Furthermore, suppressed listings can lead to idle inventory, which can take up valuable storage space and impact a seller’s Inventory Performance Index (IPI) score. By understanding the causes and consequences of search suppression, sellers can take proactive measures to prevent it and maintain a healthy online presence. Ensuring your listings are always visible in Amazon’s search results is crucial for sustaining and growing your business.

Aim for Five Stars

Both seller feedback and product reviews are ratings provided by customers via a five-star scale on Amazon. Doing your best to provide a five-star experience to every buyer will set you up for success with both ratings.

Maintaining a strong Amazon seller feedback rating helps protect your overall account health. Seller feedback is provided by buyers about their experience with you as a seller, including packaging and shipping. Ensure that you have consistent and reliable fulfillment processes. Amazon looks at your seller feedback score to evaluate how well you meet buyer expectations.

Amazon reviews impact your product’s performance in Amazon’s search results. They also build buyer trust. Strong customer reviews positively impact your ad performance and marketing efforts. Having recent and relevant reviews shows Amazon that buyers like your product, leading to better positioning on the platform. After all, Amazon wants buyers to buy products that meet their expectations. Great reviews along with strong seller feedback show Amazon that you are prepared to deliver the customer experience it expects.

Protect Your Amazon Business

Growing and protecting your Amazon business requires careful attention, but there are tools to make it easier. Amazon doesn’t send alerts for search suppression and other changes to your listings, but eComEngine does. Our Amazon seller software is designed to make selling on Amazon simpler, from monitoring your listings to getting more reviews.

Written By:

Becky Trowbridge, eComEngine

Becky Trowbridge is the Digital Marketing Manager at eComEngine. Her mission is to empower Amazon sellers with the information they need to be successful in a competitive market. When she’s not creating content, she enjoys spending time outdoors, trying new recipes, and reading.

Written By:

Indy Pereira

Indy Pereira helps ecommerce brands optimize their shipping and fulfillment with Cahoot’s technology. With a background in both sales and people operations, she bridges customer needs with strategic solutions that drive growth. Indy works closely with merchants every day and brings real-world insight into what makes logistics efficient and scalable.