10 Hidden Amazon Listing Fields Every Seller Misses

Introduction

Most Amazon sellers spend hours perfecting their product titles, bullet points, and descriptions — but what if the real ranking power lies hidden behind the scenes?
Amazon’s search algorithm, A9, uses multiple hidden listing fields to understand your product better. When these are left blank or filled incorrectly, your visibility and organic ranking quietly suffer.

In this guide, we’ll explore 10 hidden Amazon listing fields that most sellers miss — and how completing them can help you attract more traffic and sales.

💡 Pro Tip: Tools like Squatio Amazon Listing Optimizer can help you analyze, fill, and optimize every hidden field for maximum visibility.

1. Search Terms (Backend Keywords)

This is Amazon’s most powerful hidden field — it helps the algorithm understand context beyond your visible listing.

Best Practices:

• Stay under 250 bytes total.

• Avoid keyword repetition.

• Include spelling variations, synonyms, and alternative names.

Example: Instead of repeating “wireless earbuds,” include “Bluetooth headphones, cordless earphones, portable audio.”

2. Subject Matter

This field gives Amazon more clarity about what your product actually does. It’s often ignored — but essential for proper indexing.

Example:
For “Organic Green Tea,” your subject matter could be “Herbal Drink, Antioxidant Beverage, Natural Tea Leaves.”

3. Intended Use

Tell Amazon how your product is used. This helps match your ASIN with specific customer intents.

Example:
“Morning beverage, wellness drink, daily detox.”

4. Target Audience

Who is your product for? This field impacts your targeting and ad relevancy.

Example:
“Adults, Tea Lovers, Health Enthusiasts, Wellness Shoppers.”

5. Item Type Keyword

Amazon uses this to group your ASIN in the correct browse node.
Many sellers skip it — and their listings end up in irrelevant categories.

Pro Tip: Use Amazon’s “Product Classifier Tool” to find the correct item type keyword.

6. Platinum Keywords

While this field isn’t actively used for ranking anymore, it still exists for legacy catalog structures. Leaving it blank won’t hurt, but check your category for relevance.

7. Other Attributes (Material, Pattern, Occasion, etc.)

These attributes influence Amazon’s filters and search facets. The more complete your attribute data, the more likely your product appears in filtered searches.

Example:
Material: “Organic Cotton,” Occasion: “Gift,” Pattern: “Minimalist.”

8. Product Features (Extended Bullets)

Some listings, especially through A+ or brand uploads, allow extended bullet points not visible on the public page — but Amazon still reads them for keyword indexing.

9. Catalog Data Fields

Fields like “Item Package Quantity,” “Number of Pieces,” or “Power Source” may seem technical, but they prevent mismatches in variations and category grouping.

Example:
Include accurate quantities (e.g., “Pack of 3”) to improve customer trust and reduce return rates.

10. A+ Content Alt Tags

Yes — even your A+ images have hidden alt-text fields that Amazon uses for contextual ranking.
Optimizing them gives your listing a quiet, invisible boost.

Example:
For a “yoga mat” image, use alt text like “non-slip eco yoga mat for beginners.”

Bonus Tip: Regular Suppressed Listing Checks

Go to Inventory → Manage All Inventory → Suppressed Listings in Seller Central.
Any missing or incomplete data here weakens your SEO footprint. Fixing them instantly improves visibility.

Why Most Sellers Miss These Fields

Because these fields aren’t visible to shoppers, they often get ignored during listing creation.
But Amazon’s A9 algorithm reads every line of your backend data. Leaving fields blank is like publishing a half-written book — your audience never finds it.

How to Optimize Them the Smart Way

Instead of manually digging through Seller Central tabs, you can automate the process using AI tools like Squatio — an all-in-one Amazon optimization suite that helps:

✅ Identify missing hidden fields
✅ Suggest optimized backend keywords
✅ Analyze competitor listings
✅ Auto-generate structured listing data for A9

Conclusion

The difference between an average listing and a top-performing one often hides in the unseen details.
By optimizing these 10 hidden Amazon listing fields, you give your ASIN a stronger foundation for visibility, discoverability, and sales growth.

Don’t let hidden opportunities stay hidden —
use Squatio’s Amazon optimization tools to analyze, fix, and maximize your listing performance today.