Definition
Marketplace SEO encompasses techniques for optimizing product visibility on online marketplaces (Amazon, eBay, Walmart Marketplace, etc.). Each marketplace has its own ranking algorithm: A9/A10 for Amazon, which factors in conversion rate, sales volume, reviews, title and bullet point relevance, competitive pricing, and stock availability. Marketplace SEO also involves managing cannibalization between your own e-commerce site and marketplace listings in Google SERPs. A coherent strategy must decide which products to push on marketplaces vs your own site to avoid internal competition.
Key Points
- Each marketplace has its own internal ranking algorithm
- Reviews, conversion rate, and sales are key factors on Amazon
- Managing cannibalization between own site and marketplace listings is essential
Practical Examples
Amazon listing optimization
A seller optimizes 100 Amazon listings: titles with main keywords (brand + type + attributes), 5 structured bullet points, rich description with secondary keywords, backend keywords, and high-quality images. Organic Amazon sales increase by 50%.
Own site vs marketplace management
An e-commerce business sells on Amazon and its own site. For generic low-margin products, it prioritizes Amazon (volume). For premium products, it invests in SEO on its own site (higher margin without marketplace commissions).
Frequently Asked Questions
On-page SEO (keywords, titles, descriptions) applies, but ranking factors differ. On Amazon, conversion rate, sales, and reviews matter more than backlinks. Link building helps indirectly by driving external traffic to marketplace listings, which increases sales and thus rankings.
It depends on your strategy. Marketplaces offer massive audiences but charge commissions (8-20%). They are useful for visibility and volume, but your own site offers more control and margin. A hybrid strategy is often most effective.
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Last updated: 2026-02-07