How Many Keywords Does Amazon Allow

TL;DR

• Over 70% of Amazon shoppers don’t go past the first page, making keyword use essential for visibility and sales.

• Keywords can be added in titles, bullet points, product descriptions, backend search terms, A+ content alt tags, and PPC campaigns.

• Amazon has limits: 500 characters for backend keywords and up to 1,000 PPC keywords per campaign (35–60 per ad group recommended).

• Use exact, phrase, and broad match types in ads to test performance and reach different shopper intents.

• Avoid repeating keywords, use variations, and update them regularly based on search trends and performance.

• Tools like Helium 10, Jungle Scout, and Amazon’s Search Term Report can help you find and optimize the best keywords.

Did you know that over 70% of Amazon shoppers never scroll past the first page of search results? 

That means if your product isn’t showing up in those top spots, you’re missing out on serious sales. On Amazon, keywords are everything. They decide whether your product gets found or lost in a sea of similar listings.

But it’s not just about throwing in a bunch of search terms. Amazon has specific limits and placements where keywords can be added, from your product title and bullet points to backend search terms and PPC campaigns. Knowing where to add them, how many to use, and how to use them smartly is key to improving your visibility and conversion rates.

In this guide, we’ll break down exactly how keywords work on Amazon, how many you can use, where to place them, and tips to make the most of every character without wasting precious space.

Why do keywords matter on Amazon?

Keywords are one of the most important factors in how your product is found on Amazon. When a shopper types something into the Amazon search bar, the platform matches their query with product listings based on keywords. If your listing doesn’t include the right keywords, your product won’t show up even if it’s exactly what the customer is looking for.

Good keyword usage improves your search visibility, helping you appear higher in search results and increasing the chances of getting clicks and sales. This is especially important because most shoppers don’t go past the first page of search results.

But keywords do more than just help you get found. They also help Amazon understand what your product is about, which can influence where it ranks and how it appears in related search terms or suggestions. On top of that, keywords are key to running effective Amazon PPC (Pay-Per-Click) campaigns. Without relevant keywords, your ads won’t reach the right audience.

In short, using the right keywords in the right places makes your product more visible, helps attract the right shoppers, and gives you a better chance of turning views into purchases. It’s a must-do for any successful Amazon seller.

Where can you add keywords on Amazon? 

Amazon gives sellers multiple areas to add keywords, and using each one effectively can boost your product’s visibility in search results. Here’s a breakdown of where you can add keywords to your Amazon listing and campaigns:

#1 Product title
This is the most important place for keywords. The title should include your main search terms like the product type, brand, size, or key feature without sounding spammy. Keep it readable and relevant to what customers are searching for.

Why it matters: It's the most important keyword placement for SEO and Amazon ranking strategy. 

Practical example:  

Stainless Steel Insulated Water Bottle – 1 Liter, Leakproof, BPA-Free, Hot & Cold"

Keywords used: stainless steel, insulated water bottle, 1 liter, leakproof, BPA-free, hot & cold

#2 Bullet points
Bullet points allow you to highlight features and benefits while naturally including keywords. Think like a shopper what would they type in while looking for your product? Add those phrases here while focusing on clarity and value.

Why it matters: A great place to add keywords while describing product features.

Practical example:  

• Double-wall insulation keeps drinks hot for 12 hours or cold for 24 hours

• Perfect reusable water bottle for gym, travel, office, or outdoor use

• Keywords used: reusable water bottle, gym, travel, office, outdoor use

#3 Product Description
Although it carries less SEO weight than the title and bullets, the description is still valuable. You can use it to include secondary keywords and give detailed info that builds buyer confidence.

Why it matters: Ideal for secondary keywords and detailed product use cases.

#4 Backend search terms
These are hidden keywords that are not visible to customers but help with indexing. You have up to 249 bytes, so use them wisely. Avoid repeating words from your title and bullets focus on synonyms, spelling variations, and long-tail keywords.

Why it matters: Helps with indexing for hidden keywords not seen by customers.

Keywords added: eco bottle, thermal bottle, leak-proof flask, hydration bottle, insulated flask

Avoid repeating title keywords; focus on variations and synonyms.

#5 A+ Content (Alt Tags)
While Amazon A+ content itself isn’t indexed for keywords, the alt text on images can be. Use it to add relevant keywords naturally, describing what the image shows.

Why it matters: Helps with SEO indexing via image alt text.

#6 PPC campaigns
In Amazon ads, keywords determine who sees your product. You can use exact, phrase, or broad match keywords to target different types of search behavior. Analyzing keyword performance here also helps you refine your organic listing.

Why it matters: Keywords here decide when your ad appears.

Practical  example:  Bid on terms like insulated water bottle, 1L thermos, BPA free bottle

Use a mix of broad, phrase, and exact match to test what converts best.

Is there a limit to adding keywords to your Amazon listing or PPC campaigns?

Yes, Amazon imposes specific limits on the number of keywords you can add to your product listings and PPC campaigns:

• Product title: Most categories allow up to 200 characters, but it's best to keep titles under 60–80 characters for better readability and mobile display.

• Bullet points: Each bullet point can typically hold around 200–250 characters, depending on the category.

• Product Description: You can usually use up to 2,000 characters. Focus on using secondary keywords and detailed information.

• Backend search terms: Amazon allows up to 500 characters for backend search terms in your product listing. 

• PPC campaigns: While Amazon permits up to 1,000 keywords per ad campaign, it's advisable to include no more than 35-60 keywords for Amazon product ads management for optimal performance.

Tips to make the most of your keyword space

• Use keywords that match what people search for

• Don’t repeat the same words in title, bullets, and backend

• Add different versions of the keyword (like singular/plural)

• Leave out common words like "for", "with", "and" in backend search terms

• Use all the space Amazon gives, but don’t go over the limit

• Add longer keywords (like “best water bottle for gym”)

• Don’t use brand names you don’t own

• Update your keywords often based on what’s working

• Use keyword tools to find new ideas

• Check your PPC reports to see what search terms lead to sales

Frequently Asked Questions ( FAQs)

Can I repeat keywords in different parts of my listing?

No need. Amazon only needs to see a keyword once. Don’t waste space by repeatedly using that space for other useful keywords.

What happens if I use irrelevant keywords?

If your keywords don’t match your product, shoppers might click and leave. That hurts your sales and can also go against Amazon’s rules.

How often should I update my keywords?

Check your keywords every month or when your sales slow down. Update them based on what people are searching for.

What tools can I use for Amazon keyword research?

You can use tools like Helium 10, Jungle Scout, ZonGuru, or Amazon’s own Search Term Report to find the best keywords.

Do A+ Content alt tags help with keyword ranking?

Yes, keywords in image alt tags can help your product get found, even though the rest of the A+ content doesn’t count for SEO.

Final thoughts

Keywords play a big role in how your product is found on Amazon. From titles and bullet points to backend terms and PPC campaigns, using the right keywords in the right places helps boost visibility, traffic, and sales. 

But Amazon has limits on where and how many keywords you can use so it’s important to use that space wisely. With smart keyword planning and regular updates, you can improve your rankings and conversions. If you’re unsure where to start or want better results, working with experienced Amazon consultants can help you build a strong keyword strategy that drives real growth.