Amazon Canonical URL For Product Listing – Best Use Case

Jul 1, 2023

As you know, Amazon is one of the biggest search engines out there. Every day, thousands of people use the Amazon search bar to find their favorite products and services. It is also the way Amazon sellers can get their products to be considered by customers. However, it does not mean that you can ignore the organic traffic from dedicated search engines like Google Search and Bing.

Many people still use Google to find their desired products and follow the links later. Therefore, your Amazon listing must be equipped for this change. That is, the listing must be found when people search for in-demand products or services. For instance, suppose you are selling a Bluetooth speaker from Sony on Amazon. In this case, you would want people to find your products when they search for the best Bluetooth speaker, right?

Well, it is where the Amazon canonical URL enters the stage. It plays the same role that a typical URL plays in the Search Engine Optimization status of a typical website. Even if we shift the focus to the search engine within Amazon, the importance of the canonical URL will not change. Therefore, it is important to create and maintain an Amazon URL for your product listing title.

What is Amazon Canonical URL?

Amazon canonical URL refers to the direct URL of the product page of an Amazon listing. The URL will be, but it will have details related to the specific product. For example, we can look at the Amazon URL of Amazon Kindle Paperwhite.

Canonical URL example on

As you can see, the Amazon canonical URL of the product contains more than its ASIN. Normally, a product page will work fine with the ASIN alone. However, Google does not always translate the ASIN to people, even if it could. So, instead, the search engine will look for keywords such as ‘new,’ ‘Kindle,’ and ‘waterproof.’

Example of an Amazon URL Structure

Therefore, Amazon has included these keywords in the URL. You can also see that Google has grabbed the canonical URL before ranking the Amazon product page in the Search Engine Results Page. So, you can call an Amazon URL canonical only if it has keywords in it. On the other hand, if the URL consists of only the ASIN, it cannot be called a canonical URL.

We hope you understand what an Amazon URL is. Now, are you wondering whether this exists at all, given that Amazon already has an effective system to identify the products? Well, we have answers to those questions. But, before that, we have to mention that you can compare the Amazon URL to the webpage slug that developers use in the real-world SEO scenario.

How Exactly Does It Work? Better than Listing Title?

As we said, Amazon canonical URL is similar to the web page slug common in web tech. It works by helping search engines to understand more about the product featured on the page. For example, we will look at the Kindle Paperwhite page again. When someone searches for the Kindle Paperwhite on Google or Amazon, they want to find the most suitable product, correct?

The Amazon canonical URL and the link placement inform Google of what is on the page. Therefore, having a canonical URL for an Amazon listing offers two major advantages.

Google SEO

Google SEO visibility is perhaps the most important role that an Amazon canonical URL would play. Amazon wants the products to be found when people search for generic keywords. For instance, when people need a Bluetooth speaker, they do not always search with exact terms like ‘Sony Bluetooth speaker’ or ‘Bluetooth speaker from Sony.’ Instead, people use generic keywords such as ‘Bluetooth speaker,’ ‘waterproof speaker,’ and ‘Sony speaker.’

Here is where the non-canonical Amazon URL becomes restrictive. The URL may not contain these keywords. There are also times when the product title is not descriptive enough. For instance, the product description may not feature all the keywords that Google picks up.

An Amazon canonical URL solves the problem in just a few minutes. It does so by adding some important keywords to the URL. These keywords are automatically added based on the search engine patterns if not provided by the seller.

So, the next time someone uses a few generic keywords, they are more likely to come across the Amazon listing with a canonical URL. As you can guess, this advantage of the link alone can boost sales to a great extent. We could not have imagined such growth without the canonical URL keywords in the picture. So, you should not ignore this part.

Amazon SEO

At this point, you do not want us to talk about the increasing competition of products in each category on Amazon. Thousands of products are added to the category every single day. So, how does the Amazon search system identify the best products when people search using human-friendly keywords?

The listing title is not enough. Well, the Amazon canonical URL will play an important role here as well. In short, the Amazon URL will help Amazon understand the core features of the product.

For instance, if the canonical URL of a Bluetooth speaker consists of the term ‘waterproof,’ Amazon can be sure that the product is waterproof. It will help the built-in search engine to distinguish the said product from non-waterproof alternatives in the market.

In other instances, the rest of the keywords on the page will also play an important role. In short, the Amazon canonical URL plays an important role in how Amazon ranks its products.

Therefore, even if you decide that you do not want organic traffic from Google — a not-so-clever idea —, it is not a good enough reason to skip having an Amazon URL. In the end, when people browse on the platform, the keyword presence will help you.

We hope you understand the importance of having an Amazon URL. Now, we will talk about how you can fix the issue in a few minutes.

How to Create a Canonical URL for Your Product?

Now, we will talk about the important aspects of creating a canonical URL for your Amazon product. Before we move on to the steps, we need to talk about the aspect of keywords.

Do not worry; it does not need any advanced research. Instead, you can listen to what experts have been saying for a long while. Also, do not worry; you do not need to view the page source of the Amazon link or change the listing’s title to rank higher on Amazon.

Keywords that You Should Use

According to experts, Amazon sellers must be familiar with at least five types of URLs. They are as follows:

  • Canonical URL

  • Add to Cart

  • 2-Step Brand URL

  • 2-Step Storefront URL

  • Frequently Bought Together

If you are wondering, these keywords are important in deciding the overall visibility of your Amazon product.

Therefore, the canonical URL alone is not going to skyrocket the growth of your Amazon sales. Instead, you have to follow a holistic approach. For instance, we can consider the 2-Step Brand URL, which will feature all products from the specific brand. On the other hand, the 2-step Storefront URL will help you set up a virtual store with different products. All these keywords can help you greatly while funneling orders via Amazon Echo and the associated ecosystem.

You can create these URLs using Helium 10's Gems tool.

In short, you have to pay attention to all these features before taking maximum effort to promote your listing on Amazon or other platforms. It will help you rank higher on both search engine platforms. In case you did not know, you cannot change the canonical URL so often.

It will be an important part of the product identity on Amazon, and trust us; you want to get that right from the very start. So now that you know these parts, shall we check how to create an Amazon URL in a minute?

How To Create an Amazon Canonical URL?

The steps you need to follow for creating an Amazon canonical URL are as follows. First, it is a myth that sellers create the URL. Instead, sellers provide only the core keywords.

1. Before you set up your Amazon listing, you have to do some market listing. For instance, if you want to sell a Bluetooth speaker, you must understand the top keywords that people use while selling the product in question. You can use traditional search engine analytics or further tools to gather all this data.

2. In the second step, you have to filter out and pick the five most important keywords from the list. Again, it is an easy process and would not take more than a few seconds.

3. Now, you have to provide these relevant keywords in the provided section. Please keep in mind that Amazon will be using these keywords to construct the canonical URL for your product. Amazon keeps a character limit of 200 for most products, and you can add keywords until you exhaust the limit. Once again, keep in mind that you should have a good combination of long-tail and short-form keywords in the list.

4. Now, you can save the changes and wait for the best. Amazon will work on everything and provide you with a fully-fledged canonical URL in some time.

Even though the steps are very simple, you cannot make a random selection here. Instead, you need the best keywords for the best search results. You can add other keywords in the description. There are a couple of reasons why you should not put random keywords on Amazon product listing in the first place. Primarily, the canonical keyword would determine the performance a listing has on Google and Amazon search engine services. Secondly, you cannot change these keywords after you have set up the listing.

Therefore, if you provide the wrong keywords, you will be stuck with a bad canonical URL for the rest of your life. In case you forgot, setting up a new listing is not an easy task. At the same time, a little more care in the area would ensure that you can enjoy increased visibility on Amazon and Google Search. That will help your Amazon listings a lot without having to use all the tools in the world.

The Bottom Line

What do you think about Amazon canonical URLs? Don’t you think it is an effective way to increase the sales volume by appearing more on search results for the Amazon and other search engines? It’s time for you to create an effective Amazon URL for your products and boost your sales!


  1. What is an Amazon Canonical URL?

    The Amazon Canonical URL refers to the direct URL of the product page of an Amazon listing. It contains specific details related to the product and helps search engines understand the content of the page.

  2. Why is the Amazon Canonical URL important for SEO?

    The Amazon Canonical URL plays a crucial role in both Google SEO and Amazon SEO. It helps search engines identify and rank the product based on relevant keywords, increasing its visibility in search results.

  3. Can I change the Amazon Canonical URL after setting up the listing?

    No, you cannot change the Amazon Canonical URL once it has been set up. It is an essential part of the product's identity on Amazon, so it's important to choose the right keywords from the beginning.

  4. How can I create an Amazon Canonical URL?

    To create an Amazon Canonical URL, you need to follow these steps:

    1. Conduct market research to identify the top keywords for your product.

    2. Select the five most important keywords from the list.

    3. Provide these keywords in the designated section while setting up your Amazon listing.

    4. Save the changes and wait for Amazon to generate the canonical URL for your product.

  5. Are there other types of URLs that I should be familiar with?

    Yes, apart from the Canonical URL, there are other important types of URLs on Amazon, such as Add to Cart, 2-Step Brand URL, 2-Step Storefront URL, and Frequently Bought Together. Each of these URLs serves a specific purpose and can contribute to the overall visibility of your product.

  6. How do Amazon Canonical URLs impact product rankings?

    Amazon Canonical URLs help improve product rankings by providing relevant keywords and information to search engines. They help differentiate your product from others in the market and increase its chances of being discovered by potential customers.

  7. Can I use random keywords in my Amazon product listing?

    It is not advisable to use random keywords in your Amazon product listing. The keywords used in the canonical URL and product description should be carefully chosen to align with the search patterns and provide accurate information about the product.

  8. Can I rely solely on Amazon SEO and ignore organic traffic from Google?

    While Amazon SEO is crucial for visibility on the platform, it is not recommended to ignore organic traffic from search engines like Google. Many customers still use Google to search for products, so optimizing your Amazon listing for both Amazon and Google SEO can significantly boost your sales.

Remember, optimizing your Amazon listing with a well-crafted Canonical URL and relevant keywords can greatly enhance your product's visibility and increase your chances of success on the platform.

Amazon, Canonical URL, SEO, Product Listing, Search Engine Optimization

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