Overview

Amazon’s search algorithm and the newly enhanced virtual‑bundle tool are prompting sellers to revisit foundational SEO and content tactics. The updates, discussed by Helium 10 analyst Alina Vlaic, offer concrete ways to improve product visibility and conversion on both Amazon and Walmart. Sellers who act now can capture niche traffic, boost average order value, and keep pace with evolving marketplace standards.

Key Points

• Title‑First Keyword Placement — Position the primary search term at the very start of the product title, then weave secondary keywords into the first two bullet points; a “stainless steel water bottle” that leads with “Insulated Stainless Steel Water Bottle” and follows with “BPA‑Free” and “Leak‑Proof” in bullets typically outperforms a title‑only approach.
• Comprehensive Backend Fields — Populate every backend search‑term slot with long‑tail variations such as “eco‑friendly travel bottle” or “gym hydration accessory” to capture queries that the visible copy does not address, expanding the reach to niche shoppers.
• Cross‑Marketplace Keyword Consistency — Mirror Amazon’s keyword hierarchy on Walmart while respecting Walmart’s 80‑character title ceiling; a seller who trimmed a 200‑character Amazon title to a 78‑character Walmart version preserved roughly 90 % of the original keyword coverage and maintained sales momentum.
• User‑Generated Content (UGC) Integration — Embed authentic buyer photos and short videos directly on the detail page; a brand that added five shopper‑submitted videos saw a 12 % lift in conversion within two weeks, driven by longer dwell time and higher trust signals.
• Virtual Bundle Automation — Use Amazon’s updated bundle wizard to combine unrelated SKUs under a single ASIN without manual inventory juggling; a kitchen‑ware seller bundling a knife set with a cutting board recorded a 15 % rise in average order value after launch.
• Performance‑Driven Optimization Loop — Continuously monitor the Search Term Report for impressions and click‑through rates, then replace under‑performing phrases with higher‑impact alternatives; swapping “cotton blend” for “100 % organic cotton” boosted impressions by 7 % for one baby‑blanket listing.