Amazon PPC and SEO: Why You Need Both to Win in Marketplace Search

Brands often focus on either Amazon PPC or Amazon SEO to improve their product visibility. But to truly compete—and win—in a crowded marketplace, you need both.

Here’s why a coordinated strategy between your Amazon PPC agency and your SEO efforts is the key to scalable, profitable growth.

What is Amazon PPC?

Amazon PPC (pay-per-click) is Amazon’s advertising platform that allows sellers to place sponsored ads in search results and on product detail pages. With the right strategy, Amazon PPC can help you:

• Gain rapid visibility for new products
• Capture high-intent shoppers
• Increase sales velocity to boost organic rankings

However, Amazon PPC campaigns can also waste budget quickly without careful targeting, bid management, and conversion optimization.

What is Amazon SEO?

Amazon SEO refers to optimizing your product listings for Amazon’s organic search algorithm (A9). Key areas include:

• Product titles and bullet points
• Backend search terms
• A+ content and images

A well-optimized listing improves organic visibility, conversion rates, and helps support your paid media efforts by improving quality scores.

Why PPC and SEO work better together

Too often, brands treat Amazon PPC and SEO as separate disciplines. In reality, they’re tightly connected:

• PPC drives traffic and sales, which signal relevance to Amazon’s algorithm and help lift organic rankings.
• SEO improves conversion rates, making your PPC spend more efficient by increasing return on ad spend (ROAS).
• PPC can uncover keyword data that helps refine your SEO strategy—and vice versa.

Together, they form a flywheel that compounds visibility and performance over time.

Signs you need Amazon PPC management

• Your campaigns aren’t driving incremental growth
• You’re overspending on branded terms with little new-customer acquisition
• Your ads have high impressions but low click-through rates (CTR)
• You’re unsure which keywords actually convert

An experienced Amazon PPC agency can help by building a holistic campaign structure, continuously testing and optimizing, and aligning spend to your goals.

Why SEO support from your Amazon agency matters

Don’t settle for a PPC-only agency. Strong Amazon agencies also:

• Audit your listings and keyword coverage
• Optimize titles, descriptions, and backend terms
• Support content creation like images, A+ content, and video

This integrated approach ensures your product pages are built to convert—before you drive paid traffic.

Final thoughts

Success on Amazon requires more than just turning on ads. A coordinated Amazon PPC and SEO strategy helps brands:

• Rank higher organically
• Improve ad efficiency
• Drive more sales with less waste

Amify is a full-service Amazon marketing agency helping brands align their paid and organic strategies for better marketplace performance. Get in touch to learn more.