What Is the Amazon Subject Matter Field?
The Amazon Subject Matter Field comprises five text fields that you enter to make your Amazon listing look dashing. You are allowed to enter fifty characters for every field, offering you enough space to describe your products.
This is one of the features that sellers must definitely use in order for a product listing to be indexed on Amazon. The more keywords the Amazon A9 Algorithm matches your listing, the higher your chances of getting more sales by increasing listing visibility.
Think of Amazon Subject Matter Field as an additional opportunity to use long-tail keywords to rank better in organic search results.
This field is not available for all listings. Therefore, we advise you to check each of them so as not to miss out on the additional benefits that Amazon Subject Matter Field provides.
The use of this option has its own peculiarities, so you should inquire about it in more detail.
Where Сan I Find the Subject Matter Field?
You can find the subject matter field on Amazon Seller Central under the Keywords tab. Select the Add more button, and you can add at least fifty characters to each of them. Learn which keywords you wish to be indexed and the ones that you could not insert in other sections like bullet points, product description, title, backend section.
Our practical experience shows that the Subject Matter Field allows you to index a listing by the keywords you want. This is very important because only in this case we can talk about further growth of the position in organic search results. If the listing is not indexed, it can be assumed that the product is not visible on Amazon. If you want your product to appear in the search results for a specific keyword, you must use all available fields to list those phrases. Subject Matter Field is a great way to do this effectively.
How to Use It?
Amazon enables you to rank for numerous search terms if you index for every keyword individually. One strategy you can use is to add long-tail keywords to Subject Matter Fields. These are the specific phrases that are most relevant to your product. The point is that shoppers are usually not looking for just a “kitchen knife”. They enter a more specific query like "long kitchen knife with a wooden handle" or "kitchen knife for butchering", etc. If you sell this kind of knife, you probably want to rank higher among the competitors in the search results. To do this, you must show to Amazon A9 Algorithm that your product meets the buyer's request.
Amazon characterizes Subject Matter Field as “What is the product about?” Therefore, when choosing keywords, you need to consider their relevance to your product. If you just specify, for example, "kitchen knife", you will not get the result you expect. This search query characterizes too broad a category of goods. Therefore, you should choose keywords that are as specific to your product as possible. As we mentioned above, it can be a "kitchen knife for butchering meat", "a kitchen knife in a gift box", etc.
Here are some other things to remember in order to achieve good results:
- Fill out the five subject matter keyword fields with your top search phrases based on your product research.
- When choosing consider not only the relevance of the keyword but also the Search Volume. You want to put in the Subject Matter Field the search terms that buyers frequently use. Too specific phrases may not bring great results.
- The keywords you have chosen must be in the title, bullet points, or description.
- Make sure you don’t go beyond the fifty characters per line when writing keywords.
- Don’t be afraid to repeat the keywords. After all, you are targeting your top phrases, which means one or two keywords will appear in every phrase.
- Use Amazon Keyword Tracker to track the positions of your product for the keywords specified in the Subject Matter Field. This will help you to measure the relevance of your search queries and their effectiveness for ranking in organic search results.
What Are the Results Which I Can Expect When Using the Subject Matter Field?
Our experience with Subject Matter Field shows that this approach really helps to index a listing for selected keywords. This is important for the further growth of the listing’s position. You see, if a listing is not indexed for a specific keyword (in this case, we are not talking about its position in relation to competitors, but we are talking about whether Amazon understands that your product matches a specific keyword), then buyers will never see it.
If the listing is indexed, but your product is at the end among similar products, its position may grow. To do this, you can use listing optimization, image optimization, add relevant keywords to bullet points, optimize title, work on product description, use PPC, and do other actions in order to raise your position. All this is quite achievable with the right approach.
In other words, Amazon Subject Matter Field enables you to use more keywords that are relevant to your product and expands your chances of getting to the top in organic search results.
Are you someone who doesn’t know how to optimize Amazon Subject Matter Field? Then you could be missing out on having your product listing index for even more keywords! That also suggests you’re missing many opportunities to appear in even more customer searches on the marketplace.
So, make sure you check out your Subject Matter field today for each of your product listings and ensure you add in some keywords.