How to Add Backend Search Terms in Amazon Seller Central (Without Screwing It Up)

So you're selling on Amazon... listings are up, products look great, but something feels off, right? You're not getting enough traffic, your impressions are kinda “meh,” and you're wondering—am I missing something small but important?

Yep. You probably are.

And that thing is—backend search terms.

Don't worry though. You're not alone. Most sellers either:

Don’t know they exist 😅
Don’t fill them out at all
Or worse… they stuff them with junk that actually hurts rankings

But hey, that’s why you’re here—and I’m gonna help you fix it.

Whether you’re just starting or already running a store, this article is your no-fluff guide to understanding and adding backend search terms the right way in Amazon Seller Central.

Let’s go step by step.

💡 First Things First: What Are Backend Search Terms?

Think of backend search terms like the secret keywords that help your listing get found—but they’re hidden. Shoppers won’t see them, but Amazon’s A9 search engine will.

It’s kind of like whispering to Amazon:
“Hey, by the way, this product is also related to these other keywords too.”

For example, you might sell a “water bottle,” but in your backend keywords you can add terms like:

“gym bottle”
“reusable drink container”
“eco-friendly hydration”
“bpa-free sports flask”

All of these could help you show up in more search results.
More visibility = more clicks = more sales.

Sounds good, right?

🔧 How to Add Backend Keywords in Amazon Seller Central (Step-by-Step)

Okay, let’s log in and do this properly.

Step 1: Log into Seller Central

Go to sellercentral.amazon.com. Use your login.

Step 2: Go to Manage Inventory

From the top menu, hover over Inventory > Click Manage All Inventory

Find the listing you want to optimize.

Step 3: Click “Edit” on the Product

Look for the "Edit" button on the far-right side next to your listing. Click it.

Step 4: Navigate to the “Keywords” Tab

At the top of the edit page, click the “Keywords” tab.

Step 5: Find the “Search Terms” Field

You’ll see a box labeled “Search Terms” or “Generic Keywords.”
This is where the magic happens.

Type in your backend keywords here (we’ll talk about what to write in a sec).

Step 6: Save and Exit

Click Save and Finish at the bottom. Done!

Easy, right?

But wait…

Before you go and dump a bunch of random words in there—read this next part. It’s important.

🚫 Don’t Just Dump Keywords — Here's What to Avoid

Amazon gives you 249 bytes (NOT characters!) to add backend search terms. That’s not a lot. So every word counts.

Here’s what NOT to do:

❌ Don’t repeat keywords (if it's already in your title, don’t put it again)
❌ No commas, quotes, or symbols (Amazon ignores them anyway)
❌ No brand names (especially if they’re not yours—can get you flagged)
❌ Don’t use filler words like “for,” “and,” “with,” etc.
❌ Don’t keyword stuff with irrelevant terms just to fill space

Basically, keep it clean and smart. Amazon values relevance more than stuffing.

✅ Okay So What Should You Put In There?

Here’s what you should focus on:

1. Synonyms

If you're selling a “jacket,” think of “coat,” “windbreaker,” “parka,” etc.

2. Misspellings

Common typos actually help. Add stuff like “tumbler” and “tumblr” if it applies 🤷

3. Regional Terms

Example: “jumper” vs “sweater” (UK vs US terms)

4. Plural & Singular

Amazon says you don’t need both—but sometimes, they still help.

5. Alternative names

Like “crossbody bag” vs “messenger bag” — both might work for your product

Make a list of these terms, and only include the most relevant 5–10 that fit your 249-byte limit.

📈 Pro Tip: Use a Byte Counter

You can’t just count characters in Google Docs. Use a tool like:

👉 bytecounter.com

Paste your backend keywords there to make sure you stay under 249 bytes.

If you go over, Amazon might ignore your entire field. Yep—not just the extra part—the whole thing 🤦

🔍 Should You Use Tools for Backend Keywords?

Sure, if you want.

Tools like:

Helium 10
Jungle Scout
DataDive
ZonGuru

…they help you find what people actually search for.

But honestly, if you’re just starting out, you can just use Amazon itself.

Go to Amazon.com
Start typing in your product name
Watch the autocomplete suggestions — those are real search terms.

Boom. Free keyword ideas. Add the ones that make sense to your product.

🧠 Common Questions Sellers Ask Us:

“Do backend keywords still matter in 2025?”

Yes, 100%. Amazon’s search engine still uses them to understand what your product is.

“Do I need to update them?”

Yep! Every 1–2 months, check your search term report. See what’s converting. Update your backend keywords based on performance.

“What if I don’t fill them at all?”

You’re missing out on free traffic and discoverability. Don’t do that.

🎯 Final Thoughts: It's Small, But Powerful

Backend search terms won’t skyrocket your listing alone—but they do stack up with everything else you’re doing. Think of it like SEO seasoning.

It’s invisible to shoppers, but crucial for Amazon’s algorithm to understand what your product really is.

So yeah—take 10 mins, write some smart keywords, and let the algorithm do its thing.

📞 Still Confused? Talk to a Real Amazon Seller Central Expert

If you're like “okay I get it but I still don’t wanna mess it up,” we totally get that.

That’s where we come in.

Our team at Channel Supply Experts helps Amazon sellers manage their accounts, optimize listings, and make smart keyword decisions that actually lead to sales—not just traffic.

👉 Let’s talk → channelsupplyexpert's Amazon seller experts
Or just ask us your question—we’re happy to help. No fluff, just real answers.

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