Amazon SEO vs Google SEO: The Differences You Need to Know

Amazon and Google are two completely different search worlds

Amazon is the world's second most used search engine and the first for product searches. 63% of product searches start on Amazon, not Google. This statistic, which has remained remarkably consistent in 2024 and 2025 studies, underscores Amazon's primacy as a direct shopping destination. While Google dominates the discovery and research phase, Amazon positions itself as the preferred channel for pure transactional intent. Understanding this distinction is fundamental to any digital marketing strategy.

In our experience at ZDS Digital, many businesses make the mistake of applying the same SEO tactics to both platforms. This is a costly error, as the algorithms, user intent, and ranking factors are intrinsically distinct. A unified, well-orchestrated approach that recognises the particularities of each platform is what truly generates results.

The fundamental differences

Search Intent

Google: Search intent on Google is notoriously varied. It can be informational ("how does an internal combustion engine work?"), navigational ("log in to Facebook"), transactional ("buy cheap sports shoes"), or comparative ("best smartphones 2026"). A user might be in the initial research phase, comparing options, or already ready to buy. This demands a diverse content strategy that spans from blog posts and guides to product pages and comparisons.

Amazon: On Amazon, the intent is almost exclusively transactional. The user who arrives at Amazon already knows, in most cases, that they want to buy a product. Their search focuses on finding the best product for their specific needs, at the best price, and with the best shipping conditions. This means that product listings must be highly optimised for conversion, with clear information, high-quality images, and a compelling value proposition. In 2025, with the increasing personalisation of the shopping experience, Amazon's ability to predict buyer needs has become even more sophisticated.

Algorithm

Google: Google's ever-evolving algorithm is a complex beast. Historically, it has been based on hundreds of factors, including domain authority (backlinks), content quality and relevance, user experience (Core Web Vitals), and author and site credibility (E-E-A-T: Experience, Expertise, Authoritativeness, Trustworthiness). Google's Helpful Content Updates (since 2022 and continuous into 2026) prioritise content created for people, not search engines, penalising low-quality or automatically generated content without real value. The integration of AI into search (such as Search Generative Experience, SGE, or Perplexity AI responses) means that Google not only indexes pages but also synthesises answers, requiring an even greater focus on content authority and accuracy.

Amazon A9/A10: Amazon's algorithm, known as A9 and its evolution A10, is much more direct and focuses on one main objective: maximising sales. Its pillars are keyword relevance and, crucially, sales performance. Amazon wants to show products that are most likely to be bought. This includes factors such as sales history, conversion rate, reviews, price, inventory availability, and shipping speed. Although keyword relevance is the starting point, without good sales performance, a product will hardly climb positions. In 2026, delivery speed and efficient inventory management (especially for FBA sellers) are more important than ever, as Amazon seeks to ensure an impeccable customer experience.

Links

Google: Backlinks (links from other websites to yours) are and remain a fundamental pillar of SEO on Google. They act as "votes of confidence" from other sites, indicating to Google the authority and relevance of your content. A robust and ethical link building strategy is indispensable for improving ranking, especially in competitive niches. However, quality prevails over quantity; a backlink from a relevant and high-authority site is much more valuable than hundreds of low-quality links.

Amazon: On Amazon, external backlinks to your listing do not have a direct impact on your organic ranking within the platform. What does matter, and a lot, are the sales that those external links can generate. If you drive qualified traffic from Google, social media, or email marketing campaigns to your Amazon listing and that traffic converts into sales, Amazon will interpret that your product is relevant and desirable, which will indirectly improve your ranking. Additionally, internal "links" on Amazon are reviews and ratings, which act as social proof and are crucial for conversion.

Amazon SEO: key factors

• Keywords in the title: The main keyword should be at the beginning of the product title. Amazon gives significant weight to this placement. It is crucial to research the most relevant keywords with the highest search volume for your product. Tools like Helium 10 or Jungle Scout are indispensable in this process.
• Backend search terms: These 250 bytes (or 249 in some markets) are a hidden treasure. They allow you to include synonyms, keyword variants, common misspellings, and related terms that don't fit in the title or bullet points, without saturating the visible content. They are invisible to the buyer but vital to the A10 algorithm.
• Conversion rate: Amazon prioritises listings that convert better. This means that a listing with a high percentage of visits that end in a purchase will be rewarded with greater visibility. Factors influencing conversion include high-quality images, a competitive price, clear descriptions, A+ Content, and, of course, reviews.
• Reviews: The quantity and quality of reviews are fundamental. A product with 500 reviews at 4.5 stars will generally outperform one with 10 reviews at 5 stars. Reviews not only affect the algorithm but are the number one trust factor for buyers. Encouraging honest reviews and proactively managing negative ones is a key strategy.
• A+ Content (formerly EBC): Enhanced content, available to sellers registered in Brand Registry, can improve conversion by 5-10%. It allows for more attractive image and text modules, comparative graphics, and a deeper brand narrative. It's an opportunity to differentiate your product and address common buyer objections.
• Images and video: High-resolution images and, increasingly, product videos are vital. Amazon allows up to 9 images per listing. They should show the product from different angles, in use, and highlight its key features. A good video can significantly increase the conversion rate and reduce returns.
• Competitive price: Although not a direct SEO factor, a competitive price greatly influences the conversion rate and, therefore, the ranking. Amazon is a price-sensitive market, and the algorithm favours products that offer good value for money.
• Inventory and fulfilment (FBA/FBM): Maintaining adequate inventory and efficient logistics is crucial. Products that frequently run out of stock or have shipping issues are penalised. Using Fulfilment by Amazon (FBA) usually gives an advantage in terms of ranking and eligibility for Prime, which in turn improves conversion.

Google SEO: key factors and evolution in 2026

SEO on Google is a dynamic ecosystem that requires constant attention to the latest algorithm updates and market trends. At ZDS Digital, we observe that the following factors are critical in 2026:

• E-E-A-T (Experience, Expertise, Authoritativeness, Trustworthiness): This concept, which Google has been emphasising since 2018 and has been exponentially reinforced with the Helpful Content Updates, is more important than ever. Google seeks content created by people with real experience in the subject, who demonstrate deep knowledge, are a recognised authority, and generate trust. This is especially relevant for YMYL (Your Money Your Life) niches such as finance or health.
• Core Web Vitals (CWV) and User Experience: Metrics that measure loading speed, interactivity, and visual stability of a page remain fundamental. In 2024, Google introduced INP (Interaction to Next Paint) as a replacement for FID (First Input Delay), measuring a page's responsiveness to user interactions. A good user experience, which includes intuitive navigation and a responsive design, is crucial for retaining visitors and reducing bounce rate.
• Quality and Relevant Content: Beyond keywords, Google rewards content that truly satisfies the user's search intent exhaustively and originally. This involves not only answering the main question but also addressing related questions and offering added value. Content length is less important than its quality and ability to solve the user's problem. In the era of generative AI, "helpful" and human content is what stands out.
• Technical SEO: A technically sound website is the foundation of any successful SEO strategy. This includes a logical URL structure, an updated XML sitemap, a well-configured robots.txt file, structured data (Schema Markup) to help Google understand the content, and a robust internal linking architecture. The migration to GA4 (Google Analytics 4) is already a reality, and understanding its metrics is vital for analysis.
• Mobile-First Indexing: Since 2019, Google prioritises the mobile version of websites for indexing and ranking. Ensuring your site is fully responsive and offers an optimal experience on mobile devices is non-negotiable.
• Privacy and Consent: With regulations like GDPR and CCPA, and the gradual elimination of third-party cookies, the focus on user privacy is paramount. GA4 implementations and marketing strategies must be "privacy-first," respecting user consent and offering transparency.

Common Mistakes in Google SEO (2026)

In our consultancy, we see recurring errors that hinder growth:

1. AI-generated content without human review: While AI is a powerful tool, publishing content without thorough human expert review can lead to penalties for "low-quality" or "unhelpful" content.
2. Ignoring E-E-A-T: Failing to demonstrate experience or authority in a niche, especially in sensitive sectors, is a significant impediment.
3. Neglecting Core Web Vitals: Slow or unstable pages frustrate users and are penalised by Google.
4. Keyword stuffing: Attempting to saturate content with keywords instead of writing naturally is an outdated and harmful practice.
5. Lack of a link building strategy: Expecting content to rank on its own without an active strategy for quality links.

The combined strategy

Smart brands use both: Google for awareness and Amazon for conversion. This is the essence of a holistic digital marketing strategy in 2026. Google is where consumers begin their journey, research, compare, and discover new brands and products. Amazon is where they finalise their purchase, driven by convenience and trust in the platform.

Driving external traffic to Amazon improves your organic ranking within Amazon. When users arrive at your Amazon listing via Google (for example, from a blog article comparing products and linking to your Amazon listing) and make a purchase, Amazon interprets this as a signal that your product is highly relevant and desirable. This not only boosts direct sales but also improves your organic visibility in Amazon's search results. Simultaneously, the brand gains authority on Google for its expert content.

Practical example: A company selling speciality coffee makers can create blog articles on its website (optimised for Google SEO) about "The best espresso machines for home in 2026" or "How to choose your first filter coffee maker." These informational articles will attract qualified traffic from Google. Within these articles, links to their coffee maker listings on Amazon can be included. This Google traffic, by converting into sales on Amazon, sends positive signals to the A10 algorithm, improving the product's ranking on Amazon. Simultaneously, the brand gains authority on Google for its expert content.

Do you need SEO for Google and Amazon? At ZDS Digital, our answer is a resounding yes. An integrated Amazon SEO + Google SEO strategy is not just an option, but a necessity for total visibility and sustainable growth in today's digital market. It allows you to capture the customer at every stage of their purchase funnel, from initial research to final conversion, maximising both brand reach and direct sales.

Essential Tools (2026)

To implement an effective combined strategy, we recommend an updated tool stack:

• For Google SEO: Semrush, Ahrefs, Google Search Console, Google Analytics 4, Screaming Frog, PageSpeed Insights.
• For Amazon SEO: Helium 10, Jungle Scout, Seller Central Business Reports, Keepa (for price and competitor analysis).
• For review management: Third-party tools that facilitate requesting and managing reviews, always within Amazon's policies.

At ZDS Digital, we help our clients navigate these complexities, developing personalised strategies that leverage the synergies between both platforms to achieve measurable results and sustained growth.