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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 use Amazon as a starting point for their product searches, a figure that continues to rise, and which reinforces the marketplace's dominant position in France.

Hence the importance, as a seller or entrepreneur, to understand how SEO on Amazon works, compared to Google SEO, in order to adapt your strategy to each platform.

We propose to dive into the heart of these differences in order to better understand Amazon SEO and Google SEO, two powerful tools to distinguish to work on your online visibility.

Use of keywords

The use of keywords is a central element of SEO on Amazon and Google, but their approaches differ considerably. First, Google's goal is to target relevant keywords to drive qualified traffic to your content. Users often search broadly 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 purchase, and they are more likely to use specific keywords because they are lower down the marketing funnel: terms related to the brand, model or features of the product they are looking for. It is therefore essential to optimize your product sheets with the right keywords to ensure maximum visibility to potential buyers.

Different algorithms

Let's move on to the algorithms of Amazon and Google, which are designed for very different purposes that address the specific issues of each platform.

On Google, the ranking of your page 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 goal is to drive traffic to your website and position you as a credible and reliable source of information.

In the case of Amazon, the algorithm focuses primarily on sales. It evaluates things like conversion rate, customer reviews, and past product performance to determine its ranking in search results. On Amazon, your main goal is to generate sales and maximize your visibility to users who are 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 while the other focuses on conversion.

Indeed, while Google values relevant informative content, Amazon focuses on product presentation and creating a compelling shopping experience. So it's important to understand these differences and adapt your approach to each platform. By providing quality content on Google and optimizing your product listings for conversion on Amazon, you will increase your chances of success on both platforms.

It's crucial to strike a balance between creating compelling content for Google to drive qualified traffic, and highlighting your products on Amazon to encourage maximum conversion. By understanding these differences, you'll be able to develop an SEO strategy that maximizes 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 the strategies adapted to each search engine, you will be able to attract qualified traffic and increase your conversion and sales rates. Mastering both forms of SEO will allow 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 small 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 get the most out of your presence on the marketplace!

Mathilde Coursimault

Editorial and SEO Project Manager

May 16, 2023

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