Etsy vs. Amazon vs. Shopify: Where SEO Actually Matters (and Where It Doesn’t)

SEO advice for e-commerce sellers is all over the place. Some say you need to stuff your listings with keywords; others swear by paid ads. But here’s the truth:

👉 SEO doesn’t work the same way on Etsy, Amazon, and Shopify.

If you’re treating these platforms the same, you’re leaving serious money on the table.

I’ve spent over 20 years helping e-commerce sellers grow their businesses, and I’ve seen firsthand how the wrong SEO strategy can kill your rankings, while the right one can skyrocket your sales.

So, let’s break it down. Where should you focus your SEO efforts? What strategies actually move the needle? And where do you need a completely different game plan?

Let’s get into it. 🚀

1. How SEO Works on Etsy, Amazon, and Shopify

Each platform has a different search algorithm and a different audience behavior.

Comparison of Etsy, Amazon, and Shopify SEO

1. Search Algorithm

• Etsy: Uses Etsy Search to match keywords and engagement metrics.
• Amazon: Uses the A9 Algorithm, prioritizing sales velocity and relevance.
• Shopify: Relies on Google Search (or paid ads) for traffic.

2. Competition

• Etsy: High, but niche-friendly—smaller sellers can still rank well.
• Amazon: Cutthroat competition, dominated by big brands and aggressive sellers.
• Shopify: You only compete with your own SEO efforts, not a marketplace.

3. Traffic Control

• Etsy: Etsy controls the traffic—you rely on its search algorithm.
• Amazon: Amazon controls the traffic—ranking depends on sales and reviews.
• Shopify: You control your own traffic—must drive visitors through SEO or ads.

4. Keyword Strategy

• Etsy: Focus on long-tail, descriptive phrases to attract niche buyers.
• Amazon: Target high-volume, high-intent search terms for product rankings.
• Shopify: Optimize for Google SEO, using product-focused and intent-driven keywords.

5. Conversion Focus

• Etsy: Rankings depend on listings, customer engagement, and shop reputation.
• Amazon: Price, Prime eligibility, and sales velocity determine rankings.
• Shopify: Content, site speed, and user experience matter most for conversions.

2. Etsy SEO: The Power of Tags, Titles & Conversion Signals

Etsy SEO is all about relevance and engagement. If people click, favorite, and buy your product, Etsy boosts your ranking. Simple as that.

🔥 How to Rank Higher on Etsy

• Use All 13 Tags – These act like hashtags, helping Etsy categorize your products. Mix broad and niche keywords.
• Front-Load Your Title with Keywords – Etsy reads left to right, so put the most important words first.
• Optimize Your Photos – Clicks = higher rankings. Listings with clear, professional images outperform blurry ones.
• Offer Free U.S. Shipping – Etsy prioritizes free shipping in search results. Build it into your pricing.
• Engage Customers – More favorites, reviews, and repeat buyers boost your ranking.

🔗 Pro Tip: Tools like TagHoney can help you find the best Etsy keywords and optimize your listings automatically.

💡 Where Etsy SEO Doesn't Matter:

• Blogging for traffic (Etsy controls your traffic, not Google).
• Traditional link-building (doesn’t impact Etsy rankings).

3. Amazon SEO: Where Competition is Brutal, but SEO Still Wins

Amazon is a buyer-first platform. Unlike Etsy, brand loyalty is low—people are there to get the best deal, fast.

🔥 How to Rank Higher on Amazon

• Use Backend Search Terms – Amazon lets you add hidden keywords in Seller Central. Use them wisely.
• Prioritize Mobile-Friendly Titles – Amazon truncates long titles on mobile, so front-load the important details.
• Leverage Enhanced Brand Content (EBC) – A+ content and bullet points increase conversion rates.
• Get Reviews Fast – More reviews = better rankings (and yes, Amazon tracks review velocity).
• Focus on Sales Velocity – The more units you sell, the higher you rank. Amazon prioritizes best-sellers in search.

💡 Where Amazon SEO Doesn’t Matter:

• Long-form content (Amazon shoppers don’t read blog posts).
• External backlinks (Amazon doesn’t rank based on Google SEO).

4. Shopify SEO: You Own the Traffic (But That’s the Problem)

Unlike Etsy and Amazon, Shopify doesn’t bring traffic to you—you have to go get it. This means your SEO strategy is completely different.

🔥 How to Rank Higher on Shopify

• Target Google-Friendly Keywords – Unlike Etsy, Shopify SEO is about ranking on Google, not just your store search bar.
• Write Long-Form Content – Blog posts, guides, and FAQs help drive organic traffic.
• Use Schema Markup – Helps Google understand your products, reviews, and pricing.
• Build Backlinks – Links from other websites boost your ranking (unlike on Etsy or Amazon).
• Optimize Site Speed – A slow Shopify site = high bounce rate = lower rankings.

🔗 Pro Tip: Unlike Amazon or Etsy, Shopify sellers can benefit from SEO automation tools like TagHoney to optimize product listings for Google.

💡 Where Shopify SEO Doesn’t Matter:

• Tags (Google doesn’t use them the way Etsy does).
• Short, keyword-stuffed descriptions (Google favors detailed, helpful content).

5. Which Platform Should You Focus On?

It depends on how much control you want over your business.

• If you want built-in traffic: Go with Etsy or Amazon (but be ready to fight for rankings).
• If you want full control: Go with Shopify (but be ready to drive your own traffic).

Winning Combo? Use All Three.

• Amazon brings volume.
• Etsy brings niche buyers.
• Shopify gives you full control.

🚀 Want an easy way to optimize all your listings? Check out TagHoney—an AI-powered tool that helps sellers rank higher, get more visibility, and increase sales across Etsy, Amazon, and Shopify.

Final Thoughts: Stop Using the Wrong SEO Strategy

Most sellers make one big mistake: they treat Etsy, Amazon, and Shopify the same.

But now you know better.

🔥 For Etsy: Optimize titles, tags, and conversion signals.
🔥 For Amazon: Focus on sales velocity and backend keywords.
🔥 For Shopify: Go all-in on Google SEO, backlinks, and long-form content.

💡 What’s next? Take what you learned here and start optimizing your listings the right way.

Got questions? Drop them below—I’ll answer them all. 🚀

💡 Disclaimer: Always test different SEO strategies on each platform—what works on one might not work on another!