When it comes to optimizing an Amazon listing, the importance of backend keywords cannot be overstated. These keywords do not appear visibly on the product listing but play a major role in determining whether a product ranks well in Amazon’s search results. However, sellers often wonder: how many characters can you use for Amazon backend keywords? Understanding this limit and how to utilize it strategically is key to maximizing product visibility and driving sales.

The Amazon Backend Keyword Limit

Amazon allows sellers to enter backend keywords, also referred to as search terms, under the “Search Terms” section in Seller Central. The character limit for this section is 250 bytes (characters often correspond to bytes, but special characters or non-English characters may consume more than one byte). This limitation applies across the entire field. If sellers input more than 250 bytes of text, Amazon truncates the excess, rendering the additional keywords unusable.

Previously, Amazon allowed sellers to utilize up to 5,000 characters for backend keywords, divided into five fields. However, in recent years, this limit has been significantly reduced to ensure relevance, as Amazon prefers concise and precise keyword entries.

What Counts Toward the 250-Byte Limit?

Understanding how to stay within the 250-byte limit requires some awareness of what counts as a “byte” and how to maximize the use of your allotted space:

  • Spaces between words: Every space counts as one byte, so skipping unnecessary spaces, such as not including spaces after commas, helps conserve space.
  • Special characters: Special symbols, accents, and non-English characters may use more than one byte. It’s best to use simple text to reduce byte consumption.
  • Duplicate keywords: Amazon automatically de-dupes keywords. For example, if the word “blue” is already listed in your title, you do not need to repeat it in the backend keywords.
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Best Practices for Writing Amazon Backend Keywords

Maximizing the potential of your backend keywords requires not just staying within the byte limit but also writing keywords that help your product perform better in search results. Below are some helpful tips for crafting efficient backend keywords:

  • Avoid redundant information: Omit brand names, duplicate words, and product names if they already appear in the listing title.
  • Use singular and plural forms: Amazon automatically interprets both, so you don’t need to manually enter variations, saving space for different terms.
  • No need for punctuation: Separators, such as commas, are unnecessary as Amazon does not require them, thereby conserving valuable space.
  • Consider phrases: While individual keywords are helpful, using relevant phrases can sometimes improve product ranking by catering to more specific searches.
  • Research extensively: Use keyword research tools to identify search terms your target audience is using to find similar products.

Examples of Amazon Backend Keywords

To better understand how to compile backend keywords, here’s an example for a hypothetical product, a yoga mat:

Listing Title: Premium Non-Slip Yoga Mat for Home and Studio – 6mm Thick

Backend Keywords: pilates mat, exercise mats for women, thick yoga mat, fitness accessories, home exercise equipment

This example utilizes descriptive keywords that expand reach while remaining relevant to the product.

Why Amazon Backend Keywords Are Essential

Backend keywords amplify product discoverability, helping listings reach customers who may not find them otherwise. These keywords play a supplementary role to titles, bullet points, and descriptions by catering to alternate searches. But overloading with irrelevant or excessive keywords can hurt a listing’s performance. That’s why sellers must follow Amazon’s guidelines and focus on quality rather than quantity.

Frequently Asked Questions (FAQ)

  • Q: What happens if I exceed the 250-byte limit for backend keywords?
    A: Any characters exceeding the 250-byte limit will be ignored by Amazon. This means only the first 250 bytes will be considered for search ranking.
  • Q: Do I need to list keywords already used in my title, bullets, or description?
    A: No. Amazon automatically indexes keywords included in these visible sections. Repeating them in the backend keywords will just waste your available space.
  • Q: Can I include competitor brand names in my backend keywords?
    A: No. Amazon prohibits the use of competitor brand names in backend keywords. Violating this policy may result in listing suppression or account penalties.
  • Q: Are long-tail keywords better for backend keywords?
    A: Long-tail keywords can be beneficial if they align closely with how customers search for your product. However, avoid overly lengthy phrases, as they consume more space within the limited character count.
  • Q: Do I need to include punctuation in backend keywords?
    A: No. Amazon ignores commas, periods, and other special characters. Simply separate keywords with spaces for the best results.

By adhering to the 250-byte restriction and following best practices, sellers can make the most of their backend keyword strategies. These unseen but impactful terms can be the difference between a product being lost among competitors or becoming the best-seller in its category.