Amazon Australia SEO vs. PPC: Which Strategy Works Best?

TL;DR

• Amazon SEO builds organic traffic through optimized listings, improving long-term visibility.

• Amazon PPC provides immediate visibility and traffic but comes with ongoing costs.

• SEO is free but slower, while PPC requires a budget and delivers faster results.

• Combining both strategies gives you both short-term and long-term growth.

• SEO helps lower PPC costs by improving product rankings and conversion rates.

• Use PPC to test high-converting keywords and improve SEO.

• Regularly monitor and adjust both strategies to ensure optimal performance.

When it comes to selling on Amazon Australia, getting your product seen is everything. But how do you make that happen through SEO or PPC?

Amazon SEO helps your product appear in organic (unpaid) search results by optimizing your listings with the right keywords, images, and content. It’s a long-term strategy that builds visibility over time. Amazon PPC (Pay-Per-Click) is a paid approach where your product appears at the top of search results or on competitor listings. It delivers quick traffic but comes with a cost.

Both strategies play an important role, but they work very differently, and choosing the right one (or the right mix) depends on your goals, budget, and how competitive your category is. In this blog, we’ll break down the pros and cons of each, how they impact one another, and how to combine them to boost your product’s visibility and sales on Amazon Australia.

What is Amazon SEO?

Amazon SEO (Search Engine Optimization) is the process of improving your product listings so they rank higher in Amazon’s search results. When shoppers search for a product, Amazon’s algorithm decides which listings to show first. SEO helps your product appear closer to the top without paying for ads.

To do this, you need to choose the right Amazon product keywords in the title, bullet points, and description. They also focus on high-quality images, competitive pricing, and strong reviews. These factors help Amazon understand that your product is relevant and trustworthy.

The better your SEO, the more people will see your product leading to more clicks and sales. Unlike Amazon PPC, SEO is free, but it takes time and effort to get results. It’s a long-term strategy that helps build organic (unpaid) traffic and improve visibility over time. Good Amazon SEO is essential for success, especially in competitive marketplaces like Amazon Australia.

Pros and cons of  Amazon SEO?

What is Amazon PPC?

Amazon PPC (Pay-Per-Click) is a type of paid advertising that lets you promote your products on Amazon. You choose keywords or targeting options, and your ad appears when shoppers search for related products. You only pay when someone clicks on your ad.

There are three main types: Sponsored Products, Sponsored Brands, and Sponsored Displays. Amazon PPC helps increase visibility, drive traffic, and boost sales, especially for new products or competitive categories.

It’s a fast way to get your products seen, but it requires a budget and ongoing optimization to avoid wasting money and keep getting good results.

Pros and cons of  Amazon PPC?

Key differences between SEO and PPC

Amazon SEO is about improving your product listings so they rank higher in organic (unpaid) search results. It focuses on optimizing titles, bullet points, backend keywords, and images. The goal is to help Amazon’s algorithm understand that your product is relevant and valuable to shoppers. SEO is a long-term strategy that takes time but doesn’t cost anything per click.

Amazon PPC (Pay-Per-Click) is a paid strategy where your Amazon display ads appear in search results or on competitor pages. You bid on keywords, and you only pay when someone clicks your ad. PPC delivers faster results and is great for launching new products, running promotions, or boosting visibility in competitive categories.

The biggest difference: SEO is free but slower, while PPC costs money but works quickly. SEO builds a solid foundation over time, while PPC gives you instant visibility.

In most cases, using both together works best. SEO supports long-term success, and PPC helps drive quick traffic and sales especially when you're just starting or trying to grow fast in a crowded market like Amazon Australia.

Amazon SEO vs. PPC: Why do you need both?

Amazon SEO and PPC are both powerful on their own but when used together, they can deliver even better results.

Amazon SEO helps your product show up in organic search results. It’s free, long-term, and builds trust with shoppers. A well-optimized listing increases your chances of converting clicks into sales even if the traffic comes from ads.

Amazon PPC, on the other hand, gives your product immediate visibility. It helps drive traffic fast, especially when you’re launching a new product or trying to beat strong competition. PPC can also help you test which keywords convert best, which you can then use to improve your SEO.

Using both together gives you the best of both worlds with steady organic growth from SEO and fast results from PPC. Over time, strong SEO can even help lower your ad costs by improving your product’s ranking and conversion rate. That’s why successful Amazon sellers use both strategies. You can also choose Amazon marketing services that help with both SEO and PPC.

Cost Comparison: SEO vs. PPC

How does Amazon SEO impact Amazon PPC?

Amazon SEO can greatly help your Amazon PPC optimization. When your product listings are well-optimized, they show up higher in search results, leading to more visibility and clicks. This can lower your PPC costs since your product gets noticed more organically.

A strong SEO strategy also helps your ads perform better, increasing the chances of winning the Buy Box and boosting sales. In short, good SEO makes your PPC efforts more effective by improving your product’s visibility and overall performance.

How does Amazon PPC impact Amazon SEO?

Amazon PPC can help improve Amazon's SEO. When you run successful PPC ads, more people see and click on your products, which can increase your product’s organic ranking over time. More clicks and sales tell Amazon your product is popular, helping it rank higher in search results. 

Plus, the data from PPC campaigns, like which keywords are working, can improve your SEO strategy. In short, PPC and SEO work together to boost your product's visibility and drive more sales.

Strategy tips for combining Amazon SEO and PPC  effectively

• Amazon SEO is a long-term, cost-effective strategy that drives free traffic to your product listings by improving organic rankings.

• Amazon content optimization with the right keywords, clear titles, bullet points, and images helps products appear higher in Amazon search results, boosting visibility without ongoing costs.

• PPC is useful for quick visibility, especially for new products or during peak shopping seasons, but it requires continuous spending.

• SEO helps sellers achieve sustainable growth and increased sales over time without extra costs.

• To ensure profitability, focus on keeping your TACOS (Total Advertising Cost of Sale) low, which measures the efficiency of your ad spend relative to overall sales.

• Use PPC strategically alongside SEO for short-term traffic while SEO handles long-term, organic visibility.

By balancing SEO for organic growth and PPC for immediate visibility, you can create a cost-effective, sustainable strategy that increases profitability.

Final thoughts

Both Amazon SEO and PPC are essential strategies for increasing visibility and driving sales, but they work best when combined. SEO builds organic, long-term traffic without ongoing costs, while PPC delivers immediate results and helps test high-converting keywords. 

Using both strategies allows you to achieve short-term gains with PPC while building a strong foundation for long-term success through SEO. At eStore Factory, our Amazon consultants can help you develop a customized strategy that leverages both SEO and PPC to maximize your growth. 

Let us guide you through optimizing your listings and managing cost-effective ad campaigns to boost your Amazon success.