Category and Subcategory Selection: A Critical Step in Amazon SEO

When it comes to selling products on Amazon, visibility is key. With millions of products available on the platform, ensuring your listing stands out is crucial for success. One often overlooked but critical aspect of Amazon SEO is selecting the right category and subcategory for your products. In this article, we’ll delve into why category selection matters, how it impacts your product’s visibility, and provide practical tips to make the most out of this crucial step.

The Significance of Category Selection

Organizing the Marketplace

Amazon’s vast catalog necessitates a robust system of organization. Categories and subcategories serve as the foundation for this structure, allowing customers to navigate and discover products efficiently.

Influencing Search Results

The category you choose directly impacts where your product appears in search results. A well-chosen category can lead to higher visibility, attracting more potential customers.

How to Choose the Right Category

Understand Your Product’s Core Function

Consider the Primary Use

Identify the primary purpose or function of your product. This will guide you in determining the most relevant category.

Analyze Customer Intent

Put yourself in the shoes of potential customers. How would they search for a product like yours? Understanding their intent can help narrow down the category.

Conduct Competitor Research

Identify Top Performers

Examine successful products similar to yours. Which categories are they listed under? This can provide valuable insights into where your product may thrive.

Analyze Customer Reviews

Customer feedback can reveal if a particular category resonates well with your target audience. Pay attention to common themes in reviews.

Leverage Amazon’s Browse Tree Guides

Amazon provides Browse Tree Guides (BTGs) to assist sellers in choosing the most appropriate category. These guides outline the hierarchical structure of the marketplace, making it easier to find the right fit for your product.

Seek Keyword Relevance

Align with Relevant Keywords

Ensure that the category you choose aligns with the keywords potential customers are likely to use when searching for your product.

Avoid Keyword Stuffing

While it’s important to incorporate keywords, avoid the temptation to overdo it. Choose a category that genuinely reflects your product.

Subcategory Selection: Refining Your Placement

Drill Down for Precision

Optimize Subcategory Selection

Once you’ve chosen a primary category, delve into subcategories. This allows for even greater specificity and helps your product stand out in a crowded marketplace.

Consider Multiple Subcategories

If applicable, select additional subcategories that accurately represent different aspects of your product.


Category and subcategory selection is not a mere administrative taskā€”it’s a strategic move that can significantly impact your product’s visibility and sales potential on Amazon. By taking the time to understand your product, conduct thorough research, and leverage Amazon’s resources, you can position your listing for success. Remember, relevance and accuracy are paramount. With the right category and subcategory, you’re not just organizing your product, you’re setting the stage for it to shine in the competitive world of e-commerce.


  1. Can I change the category of my product after it’s listed? Yes, Amazon allows you to edit your product’s category. However, be mindful of the potential impact on visibility and rankings.
  2. What if my product fits into multiple categories? If your product genuinely fits multiple categories, you can choose to list it in more than one. Just ensure each category accurately represents your product.
  3. Do subcategories affect search visibility? Yes, subcategories play a role in how your product appears in search results. Choosing relevant subcategories can lead to better visibility.
  4. Can I create my own custom category on Amazon? No, Amazon uses a predefined category system. You’ll need to select from the available categories and subcategories.
  5. Is it possible to request a new category on Amazon? Yes, you can request a new category, but Amazon has specific criteria for considering such requests. It’s advisable to review their guidelines before making a request.