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How to Name Your Product Images and Amazon Attribution for Effective SEO

Last updated on May 28th, 2024 at 11:18 am

Captivating product images is the cornerstone of any successful Amazon listing. They act as a virtual storefront window, enticing potential buyers and showcasing your product in its most appealing light. But the power of product images goes far beyond aesthetics. Strategic naming plays a crucial role in several key areas, impacting your product’s discoverability, user experience, brand perception, and ultimately, your sales figures.

This article dives deep into the world of image optimization for Amazon sellers. We’ll explore how strategic image naming and performance tracking can significantly impact your SEO efforts and marketing campaigns.

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Naming Product Images for SEO

Amazon’s A9 search algorithm is a complex system that considers numerous factors when ranking products in search results. One of these factors is the content within your product listing, and that includes the file names of your product images. By incorporating relevant keywords that potential buyers might use to search for your product, you’re essentially providing valuable information to the search engine.

For example, if you name an image “IMG_1234.jpg” versus “red-running-shoes-men-breathable.jpg.”

Which one seems better? The second one of course. That is because the latter clearly communicates the product category (running shoes), target audience (men), and a key feature (breathable), all of which are valuable keywords for search engines to understand and rank your product accordingly.

Furthermore, descriptive file names with relevant keywords can significantly improve the discoverability of your product listing. When a customer searches for “men’s running shoes,” your product with the optimized image name (“red-running-shoes-men-breathable.jpg”) is more likely to appear in the search results because the keywords directly match the search query. This increased visibility translates to more potential buyers encountering your product and ultimately, more opportunities for sales.

Naming Product Images for User Experience

Beyond search engines, well-named Amazon product images also enhance the user experience for potential buyers. That is because well-named images give clarity

A product image named “bluething.jpg” offers little to no information. In contrast, a descriptive name like “lightweight-packable-down-jacket-women’s-red” instantly informs the customer about the product category (jacket), target audience (women’s), a key feature (lightweight and packable), and even the color (red). This clarity allows potential buyers to quickly identify if the product is relevant to their needs, saving them time and frustration.

Detailed and informative image names also act as a digital salesperson, providing essential information about your product without overwhelming the customer. By knowing what the product is and its key features from the image name alone, potential buyers can make more informed decisions about whether to click on your listing and learn more. This not only improves the user experience but also increases the likelihood of a conversion.

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Other Tips When Naming Images


  1. Use Your Keywords: Search engines like Amazon’s A9 algorithm heavily rely on keywords to understand and categorize product listings. By incorporating relevant keywords that potential buyers might use to search for your product, you’re essentially providing valuable information to the search engine. The more descriptive your file names are, the better the search engine can understand your product and rank it accordingly in search results.
  2. Specificity Matters: Don’t just use generic terms like “shoes” or “jacket.” Be as specific as possible while maintaining natural language. For example, “red-running-shoes-men-breathable” is a much more effective file name than just “shoes.”
  3. Target Your Audience: Consider who your ideal customer is and what keywords they might use to search for your product. For example, if you’re selling a yoga mat, incorporating keywords like “non-slip” might be relevant depending on your target audience.
  4. Readability is Key: Remember, your file names are not just for search engines. They should also be easy for human shoppers to read and understand. Avoid keyword stuffing that makes your file names unnatural or grammatically incorrect.

Naming Structures for Amazon Attribution

Amazon Attribution is a free measurement solution that tracks clicks from your external marketing endeavors and reveals their impact on customer journeys within Amazon. It is a powerful tool that measures how your social media ads, email campaigns, and influencer collaborations translate into sales on Amazon.

While Amazon Attribution doesn’t directly boost your Organic ranking on Amazon, it provides valuable insights that can indirectly enhance your visibility. By understanding which campaigns drive the most sales and user engagement, you can optimize your product listings and PPC campaigns – factors that can significantly influence your organic ranking on Amazon.

The most important feature of Amazon Attribution that we will discuss here is their tag feature

Amazon Attribution Tags

An attribution tag is a specially crafted URL that you create within Amazon Attribution. It acts like a bridge between your external marketing efforts (outside of Amazon) and your product listings on Amazon. Here’s how it works:

Creating the Tag: Within Amazon Attribution, you can define the parameters you want to track. These parameters typically include the targeting channel (e.g., Facebook Ads, email marketing), the product or category being advertised, and potentially the campaign goal.

Embedding the Tag: Once you’ve defined the parameters, Amazon Attribution generates a unique URL with these parameters embedded. This is your attribution tag. You’ll then copy and paste this tag into the destination URL field within your external marketing platform (e.g., Facebook ad, email newsletter).

Tracking Customer Journey: When someone clicks on your ad with the attribution tag embedded, Amazon Attribution tracks that click. If the customer continues their journey and lands on your product listing on Amazon (within a designated timeframe), Attribution records their activity (e.g., detail page views, add-to-carts, purchases).

Essentially, the attribution tag acts like a tiny invisible tracker that connects your external marketing efforts with the customer’s actions on Amazon. This allows you to see, within Amazon Attribution, how your non-Amazon marketing activities are influencing sales and customer engagement on Amazon.

So then, why does it matter how we name our tags?

Well, imagine sifting through a sea of generic campaign names like “Campaign 1” or “Test X.” Not exactly insightful, right? 

Clear and informative tags can be your key for maximizing the power of Amazon Attribution. They not only keep your data organized but also make it easier to analyze trends, compare performance across channels, and ultimately optimize your marketing strategies faster.

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Crafting Powerful Campaign Names: A Step-by-Step Guide

  1. Include the Targeting Channel: This is the bread and butter of your campaign name. Identify the platform or channel your ad is running on, be it Facebook Ads, Google Search, display advertising, or influencer marketing collaborations.
  2. Specify the Product/Category: Let your campaign name reflect the product or category being targeted. This helps you easily track performance across different product lines.
  3. Consider Campaign Goal: Are you aiming for brand awareness, increased sales, or driving traffic to a specific product launch? Including your campaign goal in the name provides valuable context.
  4. Optional: Include Dates or Specific Promotions: For time-bound campaigns or promotions, consider incorporating the date range or specific promo code into the name for easy reference.

So for example, we can name our tags or campaigns like the following:

  • Q2_Facebook_Ads_RunningShoes (Targets running shoes on Facebook Ads during Q2)
  • Holiday_Email_Campaign_Kitchenware (Promotes kitchenware via email marketing for the holiday season)
  • BrandAwareness_Influencer_Campaign_BeautyProducts (Boosts brand awareness for beauty products through influencer marketing)

Interesting Insights to Consider

Attribution shows the keywords within your ads that are generating the most traffic and sales. By integrating these high-performing keywords into your product listings, titles, and descriptions, you can significantly improve their search relevance on Amazon. Essentially, you’re aligning your product information with the exact keywords customers are using to find similar products. This increases the likelihood that your listing will appear at the top of Amazon’s search results when those keywords are entered.

Attribution also provides valuable insights into user behavior. By tracking customer engagement metrics like click-through rates and add-to-carts, you gain a deeper understanding of how users interact with your product listings after clicking on your ads. This information is gold for optimizing your product descriptions and titles. 

You can tailor them to better cater to user search intent, ensuring your listings provide the exact information customers are seeking. Let’s say there is a user who clicks on your ad for a specific type of running shoe. Analyzing Attribution data might reveal they added the shoe to their cart but didn’t complete the purchase. Perhaps the description lacked details on a specific feature the user was looking for. By incorporating that missing information, you can address user needs more effectively and boost conversion rates.

Furthermore, Attribution also tells you which product variations (size, color, etc.) convert better from your advertising efforts. This empowers you to prioritize these high-performing variations within your listings. 

Put your most popular variations front and center, so when a customer lands on your product page, it increases the chances of a conversion. This can have a positive ripple effect on your organic ranking, as Amazon’s algorithm often favors listings with higher conversion rates.

By combining these Attribution-powered insights with traditional SEO best practices, such as high-quality product images and positive reviews, you can craft product listings that resonate with Amazon’s search algorithm. These listings will be more relevant to user searches, provide a superior user experience, and ultimately rank higher for the keywords that matter most to your business.


The goal is to create a naming system that works for you and your team. By following these steps and leveraging the insights from Amazon Attribution, you can transform your marketing efforts from a guessing game into a data-driven success story. Contact us now and get your products ranked on Amazon.