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Amazon SEO vs. Google SEO: The differences to know to adapt your SEO strategy

Today, the two major players in online search, Google and Amazon, each dominate their own market. While Amazon reigns supreme in the e-commerce industry, Google is the undisputed leader in search engines.

But Amazon, with its own search engine and dedicated SEO system, has become a formidable competitor to Google. According to a recent survey conducted by Statista in 2022, 73% of French consumers said they used Amazon as a starting point for their product searches, a figure that continues to rise, and reinforces the marketplace's dominant position in France.

Hence the importance, as a seller or entrepreneur, of understanding how Amazon SEO works, as opposed to Google SEO, in order to adapt your SEO strategy to each platform.

But what is Amazon SEO compared to Google SEO? We'll take a closer look at the differences between Amazon SEO and Google SEO, two powerful tools you need to distinguish in order to tailor your SEO strategy to your objectives.

Use of keywords

The use of keywords is a central element of SEO on both Amazon and Google, but their approaches differ considerably. First of all, Google's objective is to target relevant keywords to attract qualified traffic to your content. Here, users often perform more or less broad searches and look for general information.

On Amazon, on the other hand, the focus is on product-specific keywords. Potential buyers are looking directly for items to buy, and are more likely to use specific keywords further down the marketing funnel: terms related to the brand, model or features of the product they're looking for. It's therefore essential to apply yourself to the SEO optimization of your product sheets, using the right keywords to ensure maximum visibility with potential buyers.

Different SEO algorithms

Let's take a look at the algorithms used by Amazon and Google, which are designed for very different purposes and respond to the specific challenges of each platform.

On Google, your page's ranking is based on user experience. The search engine aims to provide users with the most relevant and useful results based on their queries. Measurable factors such as bounce rate, session length, number of external links, click-through rate (CTR), and many others, determine the relevance of your page. Google's SEO algorithm values pages that offer an optimal user experience and engage visitors. The aim is to generate traffic to your website and position you as a credible and reliable source of information.

In Amazon's case, the algorithm focuses primarily on sales. It evaluates elements such as conversion rate, customer reviews and past product performance to determine its ranking in search results. On Amazon, your main objective is to generate sales and maximize your visibility among Internet users ready to make a purchase. That's why it's essential to optimize your product listings with an effective SEO strategy, attractive visuals and positive reviews to encourage users to make a purchase.

Content (Google) vs. conversion (Amazon)

As you can see, the main difference between Google SEO and Amazon SEO lies in their respective approaches: one focuses on content, the other on conversion.

Indeed, while Google places more value on relevant, informative content, Amazon focuses on product presentation and the creation of a compelling shopping experience. So it's important to understand these differences and adapt your approach to suit each platform. By providing quality content on Google and optimizing your product sheets for conversion on Amazon, you'll increase your chances of success on both platforms.

It's crucial to strike a balance between creating compelling content for Google to generate qualified traffic, and showcasing your products on Amazon to encourage maximum conversion. By understanding these differences, you can develop an SEO strategy that will maximize your sales opportunities and visibility on both platforms.


In short, Google SEO and Amazon SEO are two essential SEO tools you need to know to work on your online visibility. By harmonizing strategies adapted to each search engine, you can attract qualified traffic and increase your conversion and sales rates. Mastering both forms of SEO will enable you to optimize your performance on both platforms, maximizing the benefits for your business.

At Bizon, we know that implementing an SEO strategy is no easy task, which is why we support you in this process, with a team of experts specialized in SEO on Amazon. Our personalized approach will help you make the most of your presence on the marketplace!

Mathilde Coursimault

Editorial and SEO Project Manager

May 16, 2023

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