Amazon SEO vs PPC: How Do They Affect Each Other?

Both Amazon SEO and PPC are essential strategies to rank your products and drive traffic to your listings. Wondering how they work together, or which of the two you should focus your attention on?  

With the right approach, you can boost sales, increase conversion rates, and achieve long-term success on the platform.

In this article, we’ll provide you with data-driven insights to help you create the perfect strategy for your Amazon business in 2025. 

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What is Amazon SEO?

Amazon SEO means optimizing your product listing to improve its organic ranking in Amazon’s search results. These improved rankings increase the visibility of your products (measured by more impressions), so more shoppers click and, ultimately, generate more sales.

Like Google, customers on Amazon enter a keyword to find what they’re looking for. They primarily click on the first few results and rarely go for a product on the second, third, or other pages.

When talking about Amazon SEO, we focus on organic search results – product listings that are not paid advertisements. The Amazon A10 algorithm determines organic search results to deliver the most relevant products to users’ queries. In this respect, they’re quite different from Amazon PPC campaigns.

If you run an Amazon business, the concentration of clicks on top results means that rankings on Amazon are an essential success factor. Simply put: the higher your ranking, the more you sell!

If your product falls to page 3 or lower, you are unlikely to generate any significant sales. With over 66% of buyers now starting their product searches on Amazon, properly optimized listings are crucial to maximize your sales potential.

Understanding the Amazon A10 Algorithm

The A10 algorithm is Amazon’s latest search algorithm that determines product ranking. Unlike its predecessor (A9), the A10 algorithm places greater emphasis on:

• Organic engagement and customer satisfaction
• External traffic from sources like Google, social media, and influencers
• Seller authority (feedback, account history, return rates)
• Relevance to search terms and user behavior
• Conversion rates over simply sales volume

This evolution means sellers need a more balanced approach to succeed in 2025, combining strong organic optimization with strategic paid advertising.

Amazon SEO vs Amazon PPC: The Key Differences

Amazon SEO refers to boosting the quality and quantity of traffic from Amazon’s organic search results. Every product on Amazon has an ASIN that gets indexed for certain search phrases based on your listing content. This includes:

• Product title
• Bullet points
• Description
• Back-end search terms
• Subject matter fields

To improve your product’s organic visibility, conduct thorough keyword research and strategically place these keywords throughout your listing. This increases the chances of a conversion when a customer arrives on the search page.

Amazon PPC, or pay-per-click, is a keyword-based auction where sellers bid to display sponsored product ads for particular search terms. The auction follows a second-price model, meaning you pay one cent more than the second-highest bidder for that search.

For example, if you bid $2 on a keyword and your competitor bids $1, you’ll pay $1.01 to appear for that search term. PPC campaigns can be:

• Manual – allowing advertisers to bid on specific keywords with different match types
• Automatic – displaying advertisements based on each listing’s SEO content

Factors Affecting Amazon SEO in 2025

The following factors significantly influence your organic rankings:

1. Sales Velocity – The rate at which your products sell relative to competitors
2. Conversion Rates – The percentage of visitors who purchase your product
3. Pricing Strategy – Competitive pricing compared to similar products
4. Sales History – Consistent sales performance over time
5. External Traffic – Visitors coming to your listing from outside Amazon
6. Seller Authority – Your reputation, feedback, and account metrics
7. Listing Optimization – Relevant keywords and high-quality content

Amazon SEO vs Amazon PPC: The Perfect Combination Strategy

A powerful combination of Amazon SEO and PPC will help you improve your ranking and conversions like never before. Here’s how to implement an effective strategy in 2025:

1. Start with Strong SEO Fundamentals

Begin by optimizing your listings with relevant keywords based on thorough research. This creates the foundation for both organic visibility and effective PPC campaigns.

2. Use PPC to Boost Initial Visibility

For new products with limited sales history, PPC campaigns can drive initial traffic and generate the first sales needed to begin ranking organically.

3. Leverage External Traffic Sources

In 2025’s marketplace, driving traffic from outside Amazon is increasingly valuable. Use social media, Google SEO, influencer partnerships, and email marketing to send potential buyers directly to your Amazon listings.

4. Analyze and Optimize Based on Data

Use the insights from your PPC campaigns to identify high-converting keywords, then incorporate these into your organic SEO strategy. This creates a virtuous cycle of improvement.

5. Focus on Conversion Optimization

Both SEO and PPC rely on conversions to succeed. Enhance your product images, descriptions, and overall listing quality to improve conversion rates across all traffic sources.

It’s all about relevancy. PPC operations can only work effectively if your product listings have been optimized for relevant keywords using proper Amazon SEO. When customers visit an optimized product page, they’re more likely to convert, which strengthens both your organic ranking and PPC performance.

For new products without established sales history, Amazon PPC can help drive initial visibility and sales. Over time, as your organic ranking improves, you can adjust your PPC strategy to focus on competitive keywords while relying more on organic traffic for established terms.

Professional Amazon Management Services Can Help

Professional Amazon account management services can assist you in developing an effective strategy that combines both PPC advertising and Amazon SEO services. The best Amazon agencies provide:

• Comprehensive keyword research to identify profitable opportunities
• Data-driven optimization of product listings for maximum visibility
• Strategic PPC campaign management to complement organic efforts
• Competitor analysis to identify market gaps and opportunities
• Long-term planning to build sustainable Amazon sales

How Eva Can Help You With Both Amazon SEO and PPC

Eva offers comprehensive Amazon account management services that combine AI-powered technology with expert knowledge to optimize both your SEO and PPC strategies. Here’s how Eva can transform your Amazon business:

Smart Advertising and SEO Optimization

Eva’s state-of-the-art Amazon advertising platform includes advanced SEO optimization that creates product content Amazon’s algorithm loves. The platform offers:

Precision Hourly Bid Adjustments: Eva AI makes real-time, data-driven adjustments to optimize your ad performance around the clock

Long-Tail Keyword Optimization: Identify and manage valuable long-tail keywords that help reach your audience more efficiently

Conversion-Focused Content: Enhance product descriptions, bullet points, and backend search terms based on proven SEO strategies

Inventory-Aware Advertising: Prevent wasted ad spend by automatically adjusting campaigns based on product availability

Expert-Led Strategy Development

Eva’s team of Amazon specialists develops cost-effective roadmaps to streamline selling on Amazon:

Product Category Insights: Leverage deep understanding of your specific niche for better targeting

Competitive Analysis: Identify opportunities to outperform competitors in both organic and paid results

Custom SEO Planning: Receive tailored strategies from Eva’s Amazon SEO experts to enhance your organic ranking and visibility

Performance Monitoring: Track your progress with 24/7 customer support and comprehensive analytics

Comprehensive Dashboard and Analytics

Eva provides a powerful advertising dashboard where you can monitor all aspects of your store:

Unified Performance Metrics: Track changes in inventory, advertising, sales, and profit analytics in one place

Real-Time Insights: Assess performance in real-time and define rule-based automations

Data-Driven Decisions: Make smarter choices with integrated reporting across organic and paid performance

Competitive Intelligence: Understand your position relative to competitors in both organic and paid placements

Frequently Asked Questions

Which is better for my business: Amazon SEO or PPC?

Both strategies serve different purposes and work best when used together. Amazon SEO builds a strong foundation for long-term organic visibility, while PPC provides immediate traffic and sales. For new products, PPC can jumpstart visibility while you build organic ranking. For established products, a balanced approach typically yields the best results.

How long does it take to see results from Amazon SEO?

Amazon SEO is a medium to long-term strategy. Initial improvements can be seen within 2-4 weeks after optimizing listings. However, significant ranking improvements typically take 60-90 days as the A10 algorithm evaluates your product’s performance metrics over time.

What is a good ACOS (Advertising Cost of Sale) for Amazon PPC?

A “good” ACOS varies by product category, profit margins, and business goals. While the average ACOS across all categories is around 25-30%, products with higher profit margins can sustain higher ACOS rates. New product launches might accept higher ACOS temporarily to gain traction.

How much should I spend on Amazon PPC?

Your PPC budget should be determined by your profit margins, competition level, and sales goals. Many successful sellers allocate 7-15% of their total revenue to advertising, but this varies widely. Start conservative and scale based on performance data.

Will external traffic really help my Amazon rankings?

Yes! The A10 algorithm increasingly values traffic from external sources like social media, blogs, Google, and email marketing. Bringing qualified traffic to your Amazon listings signals to Amazon that your product has demand beyond the marketplace, which can positively impact your organic ranking.

Conclusion

We’ve examined Amazon SEO vs Amazon PPC and determined that both are essential components of a successful Amazon strategy in 2025. The most effective approach combines strong organic optimization with targeted advertising campaigns.

If you’re just getting started, begin by focusing on Amazon SEO fundamentals and strategic keyword research. Then, implement complementary PPC campaigns that can leverage and enhance your organic efforts. Remember that Amazon SEO and PPC should work together as two components of a comprehensive strategy. When properly integrated, their benefits are amplified significantly.

While mastering both aspects may seem challenging, professional Amazon management services like Eva can help you develop and implement an effective strategy tailored to your specific business needs. With the right approach, you can maximize your visibility, increase conversions, and build long-term success on the Amazon marketplace.

Don’t miss out on the opportunity to transform your Amazon business! Get your free audit and book a call with Eva’s experts today to see how their combined SEO and PPC strategies can boost your sales and profitability.