When sellers think about Amazon SEO, they usually think:
- Titles
- Bullets
- Backend search terms
But there’s one powerful — and overlooked — area that can boost your listing’s search visibility:
✅ Your product images.
That’s right.
Images can carry keyword weight — if you know where and how to apply it.
In this post, we’ll walk through:
✅ How Amazon interacts with image metadata
✅ Where to add keywords
✅ The role of alt text, file names, and image context
✅ Tools to track SEO impact from your visuals
✅ Actionable tips to implement this today
🧠 The Truth: Amazon Isn’t Blind to Images
While Amazon’s algorithm doesn’t “see” your images like a human does, it does read metadata, filenames, and increasingly uses AI to process:
- Image alt text (especially in A+ content)
- File names uploaded to the backend
- Visual context using Amazon’s machine vision
This means your visuals aren’t just for conversion — they can impact your indexing and organic rank too.
📷 Where to Add Keywords (Image SEO Areas)
1. Image File Names
Before you upload your image, rename it using keywords.
Instead of: IMG_3928.jpg
Try: bamboo-cutting-board-eco-friendly-kitchen.jpg
⚠️ Note: This helps mostly outside of Amazon (like Google Images), but it’s a best practice for your media management and alt-text alignment.
2. Alt Text in A+ Content
If you’re Brand Registered, you can add alt text to every image in A+ content.
Amazon uses this primarily for accessibility…
But many believe it also plays a role in indexing and relevance scoring.
✅ Add descriptive alt text with primary and secondary keywords.
Example:
“Reusable stainless steel straws for tumblers and smoothies – BPA-free with silicone tips”
Don’t stuff. Keep it natural.
3. Captions and Overlays in Infographics
While Amazon doesn’t crawl text in JPEGs for indexing (yet), visual language affects click-through and conversion.
✅ Use high-intent keywords like:
- “Gifts for men”
- “Baby shower must-have”
- “Pet-safe formula”
…in your overlay text or callouts
These increase buyer confidence and signal relevance to both Amazon and the shopper.
4. A+ Content Headers
Your A+ module headings do get indexed.
Pair each image with an SEO-optimized subheader.
Example:
- “Why Our Collagen Powder Mixes Better Than Others”
- “BPA-Free and Dishwasher Safe”
- “Best Camping Flashlight for 2025”
💡 Bonus Tip: Use Search Query Performance Reports
If you’re Brand Registered, use the Search Query Performance report to:
✅ See which queries drive views vs. clicks
✅ Find gaps between impressions and conversion
✅ Create visuals (and captions) around top search terms
This lets you align your imagery with real shopper intent.
🛠 Tools to Help You
| Tool | Use Case |
|---|---|
| Canva / Photoshop | Add keyword-based captions |
| Helium 10 | Track indexed keywords |
| Amazon Brand Registry | Access A+ alt text + analytics |
| Search Query Performance | Understand image-to-keyword alignment |
| PickFu | Test image messaging + overlays |
⚠️ Common Mistakes to Avoid
❌ Uploading generic file names (IMG_001.jpg)
❌ Stuffing keywords unnaturally into alt text
❌ Ignoring A+ alt tags altogether
❌ Using text overlays that aren’t readable on mobile
❌ Relying only on your title to do SEO heavy lifting
✅ Image SEO Implementation Checklist
- Rename all image files with relevant keywords
- Write keyword-based alt text for A+ images
- Use high-intent phrases in captions or overlays
- Add indexed subheadings to A+ modules
- Refresh older listings with updated visual SEO
- Use customer search data to plan image copy
📈 Why This Works
Amazon wants:
✅ Fast-loading pages
✅ Accessibility compliance
✅ Highly relevant listings that satisfy shopper intent
By optimizing your images to align with keywords and user behavior, you improve:
- Organic rank
- Listing relevance
- Conversion rate
- External discoverability (e.g., Google Images)
Final Thoughts
If you’ve optimized your titles, bullets, and backend terms — but still feel like something’s missing…
✅ It might be your images.
By applying keyword strategy to image file names, alt text, and A+ headers, you unlock a powerful and underused SEO lever.