Amazon Advertising Broad Match Modifiers Now Work in Seller Central Ads

Advertising on Amazon has changed a lot this past year. Many new beta roll outs, like Beta Display last week, have been implemented. Amazon could catch upto Google’s functionality very soon as a result. They are still way behind.

One recent change we noticed today was keyword modifiers for Broad Match now work. This is something Google long ago pioneered for Adwords.

A keyword modifier forces some logic behind the use of the keyword. From Amazon’s help file:

“Broad match modifiers can be added by adding the plus symbol “+” in front of the keyword. For example, if you use the keyword “+men shoes” with a broad match, then the ad will only match to searches that contain the word “men”. The ad may match to “men sneakers” or “running shoes for men” but not to any search term that does not contain the word “men,” such as just “sneakers” or just “running shoes.”

You can use Broad match modifiers when adding or editing keywords in the campaign builder, Campaign Manager, bulksheets, or through the ad API.”

This mean that the + sign can force the broad match to always include a select phrase when matching it. This doesn’t help phrase or exact match because those are already in essence keyword modifiers. But if you have 3+ words in a chain, and you want to rule out a certain audience pool on the broad match, simply + whatever keyword you want to be forced to be in use. Using +Men or +Women will force that keyword in use during a broad match comparison.

Amazon has increasingly been making ads more efficient, and I expect many more changes.


Amazon Keyword Optimization – Fewer Search Terms are Now Better than More

Recently we’ve seen campaigns where we have chalked full of keywords, have been getting fewer impressions, versus campaigns with less keywords. Our agency strategy has been to put in hundreds of keywords, use all 3 match types, let the algorithm do its thing, and double down on what works and slough off what doesn’t. This strategy no longer works with recent changes.

When it comes to the performance of an ad, it’s not about the quantity of keywords added on a campaign, but the quality of them. It’s better to invest higher on keywords that are more relevant to the item being advertised than a lot of keywords that are not relevant at all. This is because you might have many keywords that are pretty similar between them but not all of them will work because these are considered as “duplicate keywords”. It’s better to add keywords that are directly relevant to product (meaning that they must be keywords that are added on the items detail page) and bid high on these particular keywords to increase the chances of better visibility.

When you have duplicate keywords (using the same words), they will compete against each other and even blocking the traffic of those potential keywords that could help the campaign perform better. Hence the importance of the match type as this helps you to fine-tune which shopper search queries your ads are eligible to show against.

You may want to set up a keyword as Phrase or Exact match if, for example, the keyword is related to your item but also happens to be too general or easily confused with another type of product or with a different use because of a close variation. Otherwise, we recommend you to go with Broad so that way your keyword will be more accessible and will cover misspellings and related variations. Consequently, you won’t have to repeat the keywords.



Beta Display on Amazon Rolls out to All Accounts 9-12-19

This was just announced today. Previous to 9/12/19 only about 2% of accounts had access to this on Seller Central. As of 9/12/19 every single account has access to it.

With all beta things on Seller Central, test small when you start If you need help setting this up, reach out to us.

Introducing Sponsored Display βeta

Today we launched Sponsored Display βeta, a new self-service advertising solution that helps advertisers grow their business by reaching relevant audiences both on and off Amazon.With this launch, advertisers are able to access Product Display Ads audience and product targeting features within Sponsored Display. All Product Display Ads campaigns are now part of Sponsored Display without any additional action required.

Click here to learn more about Sponsored Display.

Why Sponsored Display?
Reach the right audiences
Audiences are automatically created based on Amazon shopping activities to help advertisers reach customers beyond those shopping on Amazon.
Hands on keyboard
Maximize impact with minimal effort
In just a few clicks, advertisers can promote their entire product catalog with creatives that are auto-generated and optimized for conversions.
Performance graph
Support business objectives
From product awareness to consideration and conversion, Sponsored Display helps measure and meet advertiser goals.
Ready to create a Sponsored Display campaign?
Take a look at our getting started guides for sellers and vendors.

How to load A+ Videos to Amazon Seller Central

Brand Registry on Amazon Seller Central changes frequently. They recently moved the location of where you upload videos into Amazon.

How to load A+ Videos to Amazon Seller Central

  1. Log into Seller Central
  2. Go to Inventory/Upload & Manage Videos
  3. Upload the video
  4. Assign the ASIN
  5. Submit

You can also simply click this link to go to the video upload page in Seller Central:


After you click upload and manage videos it takes you to this screen.


Here you title the video, list the ASINs, load a thumbnail and submit.

Videos typically take 3-5 days to get approved to display.


Things to keep in mind with A+ Videos:

  • Can not reference promotions, deals, or marketing time frames (Don’t say “buy today”)
  • Can’t reference any URL outside of Amazon, can not mention your website, or retail stores
  • Must be a video of your product. Recommend a demo of the product.
  • Ideally 30-90 seconds long.
  • Recommend voice over, but optional.
  • Video file: We recommend uploading files in the highest available quality, up to 1080p. Currently acceptable file formats are .mov and .mp4.
  • Review the content policy at Amazon.

How to Create a Fulfillment Order on Amazon for eBay

This guide shows you how to step by step create a fulfillment order out of Amazon’s FBA inventory to ship to the location of your choosing. This works for website orders, eBay orders, or any order really.

1. In the inventory page on Amazon, find the product you’d like to ship. Click on the dropdown menu next to the “edit” button and click “Create Fulfillment Order.”

2. You will be brought to this page. We need to fill out everything with an asterisk and the “Order ID.” That information is in eBay.

3. In eBay, go to your “My eBay” page. Click “Selling” and click “Sold.” Here we see there is a product that needs to be shipped. Click on “View order details.”

4. The order details you need are under shipping address. The order ID you will use is the buyer’s username, highlighted in yellow.

5. Fill in all the information into the Amazon Fulfillment page and click continue. You will then be brought to this page. You shouldn’t need to change anything but if the shipping needed to be changed, this is where you would do it. Click “Place Order.”

6. Go back to eBay. In the dropdown menu for that sale, click “Marked Shipped” and the “Leave Feedback.” Give the buyer a positive rating and leave a note like “Shipped on *today’s date*. Thank you for your order!”



How to Handle Amazon Returns – Cost of Doing Business on Seller Central

The Amazon returns policy is quite liberal via FBA.
A question we received from a client who sells pet goods: “When we receive returns from Amazon. Which is about 60-100 units per month and many are damaged by the buyers dog, chewed and torn. Are we able to dispute these returns that are basically garbage and ruined by the consumers? Is there a way we can not allow returns that are damaged by the purchasers dog. Are we able to reduce the return window? Reducing the return timeframe window may eliminate buyers a longer time to allow their pet to ruin the item and then return it for a full refund?”

This one is difficult. You’re bound by the FBA return policy of Amazon, 30 days. It’s kind of cost of doing business with Amazon.

Returns that are in good condition automatically go back into stock. No action required here.
The ones that are damaged, go into unfulfillables, and can be mailed back at 50 cents a unit. Or destroyed for 10 cents. Any super damaged units you receive you can file a ticket with the return ID to request reimbursement. Lot of effort for a few dollars. But that is your only recourse.
One important setting every account should enable is automatic unfulfillables.

How to Setup Automated Unfulfillable Removals on Seller Central

  1. Log into Seller Central
  2. Go to FBA Settings
  3. Click on Automated Unfulfillable Removal Settings
  4. Click Enable
  5. Fill in schedule and address

Further Reading on Amazon Returns

Here’s the best breakdown I’ve found from an article How to Handle Amazon FBA Returns & Minimize Loss

1. SELLABLE – Items that are returned as “sellable” will be automatically returned to your active inventory. Unless you’re worried that the item is actually not in sellable condition, there is nothing more you need to do once the item is indeed returned to Amazon. If you are worried that the item isn’t really in sellable condition, then open up a removal order to inspect the item yourself. Keep reading below to see what to do when a customer has been refunded but the item is not actually returned. DAMAGED – There are multiple reasons why an item would be returned as damaged. It’s possible that the item was damaged in a FBA warehouse prior to the shipping process to the customer. If the item was damaged in transit, then it’s the fault of Amazon (if the FBA worker did not pack the item well) or it’s deemed as your fault for not bubble wrapping or protecting the item before shipping the item to Amazon. It could also be your fault if you sent an already damaged item to Amazon. If it’s your fault, then there is no reimbursement, but if Amazon is to blame, then you are eligible for reimbursement.

3. CUSTOMER DAMAGED – Items that are returned as “customer damaged” will not be returned to your sellable inventory. “Customer damaged” does not mean that the customer bought the item, broke it, and then is attempting to return it. “Customer damaged” means that the customer opened the item, and it is no longer in new condition. Sometimes the customer says they opened the item, but they never really did and it’s still in new condition. The best plan of action for these items is to open up a removal order and get them sent back to you. From there you can see if the item is worth being resold as new, like new, or very good condition.

damaged-box4. CARRIER DAMAGED – If the item was damaged in transit, then it’s the fault of the shipping company (like UPS, FedEx, USPS, etc) for not taking good care of the package during the shipping process. These returns are ones you should be reimbursed for as it was not your fault the item was damaged.

5. DEFECTIVE – The item was returned to Amazon as “defective” and is either obviously damaged/defective or the customer stated that it is faulty. When this happens, the FBA customer is refunded, but (when returned) the item stays in your inventory as “unsellable.” The best plan of action here is to create a removal order and have the item returned to you for inspection. Some buyers return an item to Amazon and say it’s defective in order to get free return shipping, but the item is not actually defective. I’ve had many “defective” items returned to me only to find that it’s still in brand new condition, some never even opened. If the item can still be sold, then I send it in to FBA again.

Important: If a customer claims an item is defective but in reality it’s not, then it’s up to you to protect your account and fix this false claim. Too many claims of “defective” can hurt your seller metrics and put your account in danger of suspension. Follow these steps if a customer falsely claims an item is defective in order to get a free retur


Amazon SEO Keyword Best Practices for Setting the Search Terms Field in Seller Central

Keyword data is a fascinating subject. There’s millions upon millions of search terms out there that you can choose from to optimize your Amazon listings. This serves as a short guide and some general best practices in setting search terms in Seller Central.

How to Set Search Terms in Amazon

  1. Log into Seller Central and go to your inventory page
  2. Hit edit on an item in the far right.
  3. Click the keywords tab. It will show something this effect (depending on your category)
  4. Use the My Amazon Guy guide to optimize your search terms.

Guide to Using Good Keywords

We choose Search Terms after reviewing search volumes and potential sales.

Things we consider:

  • Available impressions
    • Words are chosen based on search volumes and relevancy
  • Competition for those impressions
  • Long tail keywords
  • Misspellings of core keywords (if high enough search volume)
  • The string of words has thousands of permutations due to the strategic nature on how it is setup.
    • No commas between words
    • No words duplicated
    • In essence each word combines with the rest of the string to create thousands of keywords. 
  • The search terms field affects SEO, for traffic generation on Amazon. As you index for keywords, this allows you to show in search results. Over time, the goal is to get to page 1 for hundreds if not thousands of converting keywords.

The other fields on the keywords page have significantly less impact. Such as the the other attributes, subject matter, and target audience. We fill them in with product matter for reinforcement but the core search term field is the most that has the most impact.


In this example we will look at selling wine glasses with funny sayings on them.  You can find this listing here.

We set the search terms for this product to: mr and mrs right winenewlywed wed married glass beer glass wedding engagement present gift hugs kisses mister misses gifts parents grandparents couples anniversary glasses mom dad grandpa grandma sign mugs table set drinking bridal shower gag custom his her best man woman

As a direct result of the SEO optimization, this product ranks for 2,464 organic keywords. Many on page 1 for terms such as “engagement present” or “drinking gifts for couples”

Here you can see it in organic position #2. This leads to earned sales on Amazon without paying for PPC.

All of the above recommendations were followed, and it leads to a powerful listing with sales.

If you haven’t worked with search terms before, we recommend hiring us to help set the search terms on your products as they have a massive impact to your success on Amazon.


Website SEO Best Practices & Tutorial

At My Amazon Guy we are primarily an Amazon digital agency. However we do many other eCommerce services such as setting meta tags for websites using keyword best practices acquired from decades of collection experience. Below is a tutorial with step by step instructions for optimizing meta tags for your website. This in turn increases traffic to your website, with earned media in the search engine results. Hire us today to set your meta tags or follow our guide.

  1. Choose 2-3 keywords for every piece of content developed. Use keywords suggested from the keyword research report provided.
  2. Use those keywords 2-3+ times each “exact match” in the body of the content.
  3. Always create unique content. Unique content on the page itself, and unique content in the supporting content such as the meta tags.
  4. Use at least 1 of the keywords in the title of the article if possible as well as the URL.
    1. Example: If “Corporate Valuation Services” was the keyword the url would include that keyword:
  5. Use keywords in the meta tags: (this tool can help you understand what your meta tags will translate to in Google: )
    1. Html Title – Maximize to around 60-75 characters. Use this section to tell Google what the page is about in brief statements. Think of this like talking in bullet points.
      1. Html Title Example: Corporate Valuation Services – Expert Business Support – Excel Management
        1. This uses the primary keyword “Corporate Valuation Services” and tells the consumer that if they click on the link they are getting expert business support from Excel Management.
      2. Meta Description – Maximize to around 150-170 characters. This section gives the value proposition to the consumer and explains the purpose of the content in further detail. This should be written to tell the consumer why they should click on your link instead of the other thousands of pages out there. Using all 2-3 keywords that are chosen for the content in this section is ideal.
        1. Meta Description example – Dale Richards is a Certified Business Valuation Expert Services (Sample Valuation Report) Financial Accounting and bookkeeping Services Business Audits, Reviews and CPA Opinions.
          1. Highlights show great use of keywords in this meta description. These are all key phrases someone might use that would help them find the page.
        2. Keywords – Keywords can be a single word, multiple words or a phrase. This tag is just a list of all the keywords chosen for the page. Use between 3-20 keywords in this section. You can do multiple iterations of similar keywords. If the primary keyword was “corporate valuation services” you might also put “valuation services” as a keyword.
          1. Keywords example: company valuation services, corporate valuation, valuation service, valuation services, corporate valuation advisors, valuation services inc, corporate valuations, duff and phelps, valuations, property valuation services, business valuation services, pwc valuation, valuation firms
          2. Notice the separation of keywords by a comma. Google will only consider the first 20 keywords used, and the most important keywords need to be at the beginning of the string. So if you have 3 keywords for the article, put those keywords at the front of this tag.

This example translates to:

Notice how there is truncation. That’s why  the most important keywords should be at the front of the tags. Google has also announced an expansion of characters on these tags, thus my recommendations are slightly over current practices.

  1. Videos – If uploading to Youtube, follow the meta tag instructions and apply to these fields:

Title = HTML Title

Description = Meta Description

Tags = Keywords


  1. The most important thing you can do with video content is to get a transcription of the video posted on your website where the video is displayed. Google will use the copy from the video as a content indicator of the page. It gives additional copy to the page. If you are putting the video in the middle of a page – you can include the video transcription later that’s fine. As long as the transcription is on the page somewhere it is very helpful.
  2. Images
    1. File name – Name the image with keywords in mind. An image titled 12345.png is not helpful for SEO. Naming the images corporate-valuation-servies.png is very helpful.
    2. Image title – compare to HTML title above. Use a keyword or two of the image. Make sure every image has a title.
      1. Example title: Corporate Valuation Services
    3. Alt text – Write an alt text for every image. One sentence. This is kind of like the meta description equivalent.
      1. Example text: Get great corporate valuation services from Dale Richards. You can get a sample valuation report and other expert services.
    4. Copy
      1. Every content piece should have 300+ words. Recent Google indicators show that articles that are longer rank better. So when in doubt, build high quality longer articles.
      2. Use the chosen 2-3 keywords 2-3 times each within the copy. Preferably in header tags. If the keyword is difficult to use in an “English sentence” use it in a headline or bullet point to get the mention in.
      3. Header tags
        1. The title of the article should be a <h1> tag.
        2. Any subheadlines later in the article should be <h2> and <h3> tags.
  • Word press should allow you to set these header tags.
  1. Header tags tell Google what is the most important copy on your page. Should only have one H1 tag on page.
  2. Header examples:
    1. H1 – Corporate Valuation Services
      1. H2 – Why Corporate Value Services Matter
        1. H3 – Helps Raise Capital
        2. H3 – Can Help Sell Business
      2. H2 – Why You Should Pay for a Thorough Valuation Service
        1. H3 – Official Document Increase Value
        2. H3 – Get a True Assessment that Impacts Business Decisions
      3. Copy would support those headlines underneath as a normal content article flow. These header tags are just meant as Google signals.
    2. Anchor text.
      1. Anchor text is a hyperlinked phrase within the copy. If you have one page about Corporate Valuation Services, and another page about How to Sell Your Business. You might cross link these pages by adding a hyperlink to “how to Sell Your Business” to the other page. When using anchor text, try to use keywords, but is not mandatory.
      2. Every article should attempt to link to another page on your website 2-3 times.

Word Press walkthrough

Pages: Go to Pages to get this section, scroll to bottom of page content.

  1. Set these fields as indicated above.
  2. Example:
  3. SEO Title (HTML title):
    1. Original title: Business Valuation Services
    2. Original SEO title is too short.
    3. New title (incorporates additional keywords): Business Valuation Services | Business Valuation Methods & Financial Valuation Services
  4. SEO Description (Meta Description):
    1. Original Meta description: Dale Richards can help you with your business valuation. Come learn why you need a business valuation and why Dale is the best in the business.
    2. Meta description is duplicate of other pages.
    3. New description (keywords highlighted) Get a cost effective business evaluation from Dale Richards, who teaches business valuation methods and builds you a business evaluation that will help you evaluate your business options such as selling your business. Getting a financial valuation increases the value of your company.
  5. SEO Keywords:
    1. Only 1 keyword was set for this example. Need to focus on additional keywords, 2-3 minimum per page, upwards of 10 if any other valuable keywords are related.
    2. Keywords: business evaluation, business valuation methods, business evaluation, financial valuation, Dale Richards

Example post edits:

Scroll to top