This is one of the biggest hidden ways that Amazon determines a listing’s relevance to a given product search. The search term used to find the item you are looking for, is built into your URL. .

For Example:

You can see the source keyword right at the end of the URL – &keywords=wine+stopper– that tells Amazon that the source keyword was “wine stopper”.

Therefore, if I were to buy this item, Amazon would know that this listing is highly relevant for the term “wine stopper”. The next time a customer searches for that term, this listing would be more likely to show at the top.

Here’s a neat little Amazon ranking hack you can do to take advantage of this factor:
  1. Construct a URL for your product listing using the
[&keyword=your+keyword] query (append the code inside the brackets to your product URL).
  • Use a link shortening service like to create a shareable link to that URL.
  • Drive traffic to the shortened link.
  • Now anytime you make a sale from one of these shortened keyword links, you’re basically tricking Amazon into thinking that these visitors performed a product search for your target keyword.

    (One thing to be careful about when building this URL is to make sure you are not including some params that might be used internally by Amazon to track the user session. While we haven’t confirmed if it’s less effective, our team avoids using the qid param and build the URL starting with the canonical link, with the keyword param at the end.

    Also, we make sure the outside traffic is highly targeted to our user demographic. This is obvious for anyone running paid traffic, but what I mean is we will start out very very targeted, and slowly expand out. For PPC we hardly ever expand out to broad keywords and stick to phrase or exact, to avoid the outside traffic driving down the nice conversion rate set by the internal Amazon traffic. Also, poor targeted traffic will likely drive up the exit rate metric mentioned in this article, causing you to lose rank.)

    UPDATE: After some people inquired about how to do the above manually:

    How do I build a link to a specific item on Amazon?

    Go to the Build Links section of Associates Central, and choose Product Links. The Build Links Wizard will help you search for and select a specific product, and let you customize the link’s color and font size.

    To build a Text Link to a specific item, use the Product Links section of Build Links to identify the product. On the “Get HTML” page, click “Customize Link” and choose “Basic Display.” Change the Image option to “Text only” and click “Update HTML.” Although you can build links to any page under the Text Links section of Build Links, we recommend Product Links as you can get item level reports through Orders Reports and can differentiate the performance between Product Links and general links through Link Type Reports.