Amazon's search algorithm (A9/A10) is designed to prioritize high-quality, compliant listings that provide a great customer experience. However, private label sellers often face challenges with product discoverability due to technical or policy-related issues.

When a listing doesn't meet Amazon's standards, the platform may "throttle" its visibility, resulting in lower search rankings or complete suppression. In this blog post, we'll explore the most common reasons your Amazon SEO might be underperforming and provide actionable tips to fix these issues and boost your product's discoverability.

Understanding why your Amazon listings might be underperforming is crucial for maintaining visibility and driving sales. Here are the most common issues that can throttle your product's discoverability:

1. Incomplete or Incorrect Product Information

Amazon prioritizes listings with complete and accurate details. Missing or incorrect attributes like brand name, size, color, or product identifiers (e.g., UPC, ASIN) can flag a listing as incomplete, leading to suppression or lower rankings. For example, omitting dimensions or failing to specify a brand can cause your product to be deindexed from search results.

Fix: Ensure all required fields—brand, category, bullet points, and descriptions—are fully and correctly filled out. Double-check for typos or missing data in your listing's backend.

2. Non-Compliance with Category Requirements

Each Amazon category has specific guidelines for images, titles, and keywords. Failing to meet these standards, such as not including unit counts or safety warnings, can result in hidden suppression. Misassigning your product to an incorrect category can also hurt visibility.

Fix: Review Amazon's category-specific guidelines and confirm your product is in the right category with all required attributes included.

3. Violating Amazon's Image Guidelines

Amazon enforces strict rules for product images, particularly the main image, which must have a pure white background, fill 85% of the frame, and be free of text or watermarks. Non-compliant images are the leading cause of listing suppression, rendering products invisible in search results.

Fix: Use high-resolution images that meet Amazon's guidelines. Ensure the main image has a white background (RGB 255, 255, 255) and avoid low-quality or blurry photos.

4. Keyword Stuffing and Irrelevant Keywords

Overloading titles or descriptions with repetitive or irrelevant keywords violates Amazon's guidelines and can lead to demotion or suppression. The A10 algorithm prioritizes natural language and relevance, penalizing spammy tactics.

Fix: Use relevant, natural keywords in your title, bullet points, and backend search terms. Avoid stuffing unrelated or popular terms to game the algorithm.

5. Using Banned or Restricted Terms

Certain phrases, such as health claims ("cures disease"), "FDA approved" for supplements, or competitor brand names, are prohibited. Using these can trigger Amazon's filters, resulting in immediate suppression.

Fix: Review Amazon's Terms of Service and avoid promotional phrases like "free shipping" or banned claims. Ensure all content complies with Amazon's policies.

6. Title Guideline Violations

Product titles must be concise, under 200 characters, and free of promotional text, excessive punctuation, or ALL-CAPS phrases. Non-compliant titles can lead to reduced rankings or suppression.

Fix: Craft clear, keyword-rich titles that adhere to Amazon's formatting rules. Avoid gimmicky symbols or pricing information.

7. Insufficient or Low-Quality Listing Content

Listings with short, vague, or poorly written descriptions and bullet points may be deemed unhelpful by Amazon's algorithm, leading to reduced indexing or suppression. Grammar mistakes or unclear information can also hurt conversions and rankings.

Fix: Write detailed, accurate, and well-structured bullet points and descriptions. Highlight key product features and benefits to improve relevance and customer engagement.

8. Errors in Catalog Setup (Duplicate Listings)

Duplicate ASINs or listings for identical products violate Amazon's policies and can result in suppression of one or more entries. This confuses customers and clutters the catalog.

Fix: Consolidate products under a single ASIN and use variations correctly to avoid duplicate listings.

9. Listing Restricted or Gated Products

Selling restricted products (e.g., pesticides, hazmat items, or trademarked brands) without approval can lead to suppressed or suspended listings. Missing compliance documentation can also hide your product from searches.

Fix: Verify that your product isn't in a gated category. If it is, obtain necessary approvals or provide required documentation.

10. Violating Amazon's Terms of Service

Misrepresenting products, using prohibited marketing claims, or attempting review manipulation can trigger suppression. For private label sellers, listing products inaccurately or in the wrong category on purpose is a common violation.

Fix: Adhere to Amazon's Seller Code of Conduct and listing policies to avoid penalties.

11. Poor Seller Performance Metrics

Low star ratings, high return rates, or frequent cancellations can indirectly lower your search rankings. Amazon prioritizes products with positive customer feedback to ensure a good shopping experience.

Fix: Monitor reviews and address quality issues promptly to maintain strong performance metrics.

12. Pricing and Promotion Issues

Listings with prices significantly higher than competitors or other platforms may lose the Buy Box or be suppressed under Amazon's Fair Pricing Policy. Improper promotions, like false discounts, can also lead to penalties.

Fix: Ensure competitive pricing and comply with Amazon's promotion guidelines to maintain visibility.

13. Failure to Adapt to Algorithm Updates

Amazon's algorithm evolves, and outdated SEO practices, like relying on image-based A+ Content or keyword-stuffed titles, can lead to ranking drops. Missing backend search terms or alt text can also reduce discoverability.

Fix: Stay updated with Amazon SEO best practices. Use all 250 characters of backend keywords, add descriptive alt text to images, and ensure A+ Content is text-based for indexing.

14. Inventory Stock-outs or Listing Inactivity

Out-of-stock or inactive listings lose search visibility, and prolonged stock-outs can harm rankings even after restocking.

Fix: Maintain consistent inventory and keep listings active to preserve SEO momentum.

Amazon's search algorithm is designed to deliver the best products to customers, but it can throttle visibility for listings that don't meet its standards. For private label sellers, avoiding these pitfalls requires attention to detail: complete all required fields, comply with category and image guidelines, use relevant keywords, and adhere to Amazon's policies.

Regularly monitor your listings using tools like Amazon's Listing Quality Dashboard and stay updated on algorithm changes. By addressing these common issues, you can troubleshoot underperforming SEO and ensure your products remain visible to shoppers.

Remember, Amazon SEO is an ongoing process. What works today may need adjustment tomorrow as the platform continues to evolve. Stay vigilant, keep learning, and always prioritize the customer experience that Amazon values so highly.