Backend keywords in practice.
This is where terms belong that don't fit in the visible text: synonyms, common misspellings, alternative names, foreign-language variants. Important: no repetitions of words already used, no third-party brand names, no commas – here Amazon counts characters, not words.
We'll explain it to you over the phone – no jargon and no sales pressure.
What belongs in there – and what doesn't.
The „general keywords" field is limited, usually to 250 bytes per marketplace. Every character counts, so your selection is crucial.
What belongs in there: synonyms that didn't fit in the visible text, colloquial names, common misspellings, usage references („for salad", „for baking") and – where it makes sense – foreign-language terms for multilingual markets.
What doesn't belong: words already in the title or bullets (Amazon indexes the whole listing, so repetition just wastes space), competitors' brand names, superlatives like „best" and subjective claims, commas or hyphens as separators, and articles and filler words.
How to go about the research.
Your PPC campaigns show you what customers actually search for.
Which terms do successful competitor listings cover that you're missing?
The questions-and-answers section reveals the language of your target audience.
There, customers describe uses you hadn't thought of.
Amazon corrects a lot, but not everything.
Search behaviour changes – checking twice a year is usually enough.
Common mistakes.
Commas as separators. Amazon counts characters – spaces are enough, commas waste space.
Repetitions from the title. It achieves nothing and eats up the tight character allowance.
Entering other brands. A breach of the guidelines with a risk of a warning.
Fill it in once and forget it. Backend keywords are part of the regular listing check.
Frequently asked questions about backend keywords.
How many characters do I have available?
Do I need to enter singular and plural?
Do customers see the backend keywords?
Let's talk about your project.
Request your no-obligation callback – we'll discuss your goals and tell you honestly whether and how we can help.
We will get back to you as soon as possible – usually the same working day.