Amazon Backend Search Terms: What to Add and What to Avoid

Backend search terms are the hidden keyword field in every Amazon listing. Shoppers never see them, but Amazon reads them when deciding which searches your product should appear in. Used well, they help you rank for words that would make your title and bullets clumsy. Used badly, they do nothing at all, and sometimes Amazon ignores the whole field.

Here is how backend search terms work, what to put in them, and the common mistakes that waste them.

What are backend search terms?

In Seller Central, when you edit a listing, you will find a field called Search Terms (or Generic Keyword) under the Keywords tab. Anything you enter there is indexed for search but not shown to shoppers.

The purpose is simple. It lets you add relevant words that do not fit naturally in your visible copy. Think synonyms, other spellings, related terms and words in other languages that your shoppers use.

The 249 byte limit

In the US marketplace, Amazon indexes up to 249 bytes in the search terms field. Bytes are not quite the same as characters. Standard letters and numbers count as one byte each. Some special characters, like accented letters, count as two or more.

This matters because Amazon has said that if you go over the limit, the terms may not be indexed. So do not try to squeeze in extra words. Stay under the limit and check your byte count with a free online byte counter before you save.

What to put in backend search terms

• Synonyms shoppers use that are not in your title or bullets. For example, “tumbler” if your title says “travel mug”.
• Alternate names and spellings, like “hoodie” and “hoody”, or “grey” and “gray”.
• Abbreviations people actually search, like “SS” for stainless steel if your data shows it.
• Use cases and occasions that do not fit in the copy, such as “camping”, “dorm” or “office”.
• Spanish or other language terms that a share of your US shoppers search with.
• Common misspellings. Amazon handles many on its own, so only add ones you see in your search term data.

What not to put in backend search terms

Amazon’s guidelines are clear on this list, and breaking them can hurt you.

• Brand names, including your own and competitors’.
• ASINs or product identifiers.
• Words that are already in your title or bullets. They are already indexed, so repeating them wastes bytes.
• Temporary claims like “new”, “on sale” or “available now”.
• Subjective claims like “best”, “cheapest” or “amazing”.
• Offensive or abusive terms.
• Commas, semicolons or other punctuation. Spaces are enough to separate words.

Formatting rules that save space

• Separate words with single spaces. No commas needed.
• Do not repeat words. Amazon combines words in different orders on its own, so “water bottle insulated” also covers “insulated water bottle”.
• Use lowercase. Search is not case sensitive.
• Skip filler words like “a”, “and”, “for”, “the” and “with”.
• You usually do not need both singular and plural forms. Amazon handles most of them. Add a plural only if your data shows it behaves differently.

How to find the right backend keywords

1. Start with your ad search term report. Look for converting search terms that contain words not in your visible copy.
2. Check Brand Analytics if you have Brand Registry. Look at the top search terms for your category and note words you are missing.
3. Use a keyword tool to collect related terms, then remove anything irrelevant or already used.
4. Read your reviews. Customers often describe the product with different words than you do.
5. Prioritize by relevance first and search volume second. A highly relevant, smaller term is better than a vague, high volume one.

Other hidden fields that help search

The search terms field is not the only backend data that matters. Amazon also uses structured attributes to decide when to show your product, especially when shoppers use filters.

• Target audience (for example women, kids, seniors).
• Material, color, size and style attributes.
• Intended use and special features.
• Compatible devices or models for accessories and parts.

Filling these in correctly can be as valuable as the search terms field. When we rebuilt the catalog for Cartrend, an auto parts brand, clear make, model and year attributes on every listing helped lift click-through rate 42% and cut returns 33%.

How to check if your terms are indexed

A quick way to test is to search Amazon for your ASIN plus one of your backend keywords, for example “B0XXXXXXX tumbler”. If your product shows up, the word is indexed. If it does not, check for errors, byte limits and whether the listing has fully updated.

Give changes 24 to 72 hours before testing. And remember that indexing only means you are eligible to appear. Ranking well still depends on sales, conversion and relevance.

A simple example

Say you sell an insulated stainless steel water bottle. Your title already includes “insulated”, “stainless steel”, “water bottle”, “32 oz” and “leak proof”.

A good backend field might read:

flask thermos canteen hydro jug gym hiking camping school kids sports bpa free vacuum double wall cold 24 hours hot 12 botella agua termo

No repeats, no brand names, no punctuation, all relevant and well under the limit.

The bottom line

Backend search terms will not fix a weak listing, but they are free reach you should not leave empty. Review them every few months as search trends change, especially before busy seasons. For more on the visible side of the listing, read our Amazon listing optimization checklist.

If you want us to handle keyword research and listing updates, see our listings and A+ content service or request a free audit.

FAQs

How many characters can I use in Amazon backend search terms?

In the US, Amazon indexes up to 249 bytes. For plain English text, that is about 249 characters including spaces. Accented and special characters use more bytes.

Should I use commas in backend search terms?

No. Separate words with spaces. Commas and other punctuation use up space and are not needed.

Can I put competitor brand names in backend search terms?

No. Amazon does not allow brand names other than your own in search terms, and your own brand is already indexed from your listing. Use competitor targeting in ads instead.

Do I need to repeat keywords from my title in the backend?

No. Words in your title and bullets are already indexed. Repeating them wastes space you could use for new terms.