Amazon SEO Secrets for Pet Brands

Amazon SEO is at the forefront of many Amazon sellers' minds when they decide to sell on the platform. With so many pet products on Amazon and competition from other sellers, it’s important to make your products stand out from the crowd and ensure they’re easily found by buyers. 

The UK pet industry has seen tremendous growth in recent years and was measured at £13 billion in 2024. With many UK pet parents abandoning Google and heading straight to Amazon to search for their favourite pet products, it’s become even more important to increase the visibility of your pet brand on Amazon. 

Buyer Intent

Google is used as a search engine by billions of people worldwide, searching for information about anything from reactive dogs to how to adopt a puppy. Due to this, the search intent of Google visitors is sometimes more informational and not related to purchasing a product. 

Unlike Google, Amazon has the added advantage that visitors to the platform already have buyer intent, making your products more likely to be purchased. 

What Is SEO on Amazon?

Amazon SEO is short for Amazon search engine optimisation and refers to how easily your pet products can be found by customers on Amazon. Pet parents on Amazon will use one of two methods to find the products they’re looking for, the Amazon Search Box or Amazon Rufus. 

Depending on how SEO optimised your pet listing is, this can make the difference between your listing being found by potential customers or being stuck at the bottom of the search results. 

Amazon Search Box (Top)

Amazon Rufus (Left)

How Does Amazon SEO Work?

Amazon’s A10 algorithm ranks listings based on several factors:

Sales Figures

The number of sales your listing has achieved to date.

Conversion Rate

The percentage of visitors who buy your pet product after clicking on your listing. Amazon also evaluates external traffic you receive to your listings that has come from outside the Amazon platform, such as social media or Google. 

Reviews

The number of reviews your pet product has, how relevant they are and how many have been marked as helpful by other users.

Stock Levels

Factors such as your Amazon account health, number of returns, stock shortages, negative reviews, late delivery rates and poor customer satisfaction can negatively affect your Amazon SEO.

Buyer Intentions

Amazon’s 2026 algorithm has integrated COSMO, an AI bot which analyses a buyer's search intent rather than just face value keywords, helping to create better search results for buyers. 

Keywords in Your Titles

Your title should contain relevant keywords, with your main keywords appearing within the first 50 characters. Titles should be written without keyword stuffing, as of 2026 this is heavily penalised by Amazon, with some listings being taken down because of it. 

Keywords in Your Bullets and Description

When pet parents are looking for a product on Amazon such as a dog lead, for example, the Amazon algorithm will search product listings for keywords that contain this term. Someone searching for a dog lead could type in a variety of different words or phrases to find what they are looking for, for example: 

• Dog lead

• Dog leads for medium dogs

• Dog lead retractable

• Dog lead 10ft

• Dog leads for large dogs

If your listing does not contain relevant and appropriate keywords, then it will be difficult for pet parents to find your listing. Ensuring your listing is full of appropriate keywords in the right places is known as Amazon SEO optimisation.

Backend Keywords

Backend keywords are not visible to potential customers viewing your listing. These words go in the backend of your Amazon listing to help boost the SEO value. Backend keywords should be in the correct format specified by Amazon and not exceed the character limit of 249 characters. 

Top Tip: A mistake a lot of people make here is repeating words that have already been used in their pet listing title, bullets or description. 

There is no need to repeat these words here as they will already be picked up by the Amazon algorithm from the main body of the listing. This section is meant for extra keywords that you have not been able to put in your main listing. 

Compliance with Amazon’s Content Policies

Amazon has content guidelines for sellers on how their content should be structured, non-compliance with these guidelines can affect your pet products ranking and could also lead to listing suspension.

Prohibited Words

There are prohibited words that should not be used on Amazon which could negatively affect your Amazon SEO by causing your listing to become flagged or suspended. Unfortunately Amazon does not publish an exhaustive list and these words are often learned through years of experience on the platform. 

An Amazon SEO specialist can help you to identify any problematic words in your pet listing and help to suggest alternatives. 

Endorsements

Something for pet brands to be mindful of is using any type of endorsements from celebrities or influencers. These will require evidence and documentation from Amazon. 

How Much Does Amazon SEO Cost?

SEO optimisation of your Amazon listing content can cost anywhere from £200 - £400 per product depending on the complexity. For small businesses, this may not be affordable but there is another option. You can hire an Amazon SEO expert to audit your pet listings and give advice so that you can write the content yourself. 

By hiring an expert, you can ensure your listings are compliant and will contain all the right keywords, without breaking the bank. Sounds like a win-win situation, doesn’t it? I offer Amazon SEO listing audit services for pet brands for this exact reason!

Can I Do SEO by Myself?

If you have the time and you’re willing to do the research, it is entirely possible to do your Amazon SEO yourself. Writing Amazon content is easy once you know the rules and have the right knowledge in your toolkit. All it takes is some time and patience and you can be on your way to better Amazon visibility for your pet products. 

Ready to Improve Your SEO on Amazon?

Improving your Amazon SEO is entirely achievable for pet brands, helping to boost your visibility, improve your rankings and ultimately reach more customers. Whether you’re selling dog leads, dog coats, cat food, pet supplements and more, Amazon has plenty of buyers looking for products exactly like yours!