Amazon Search Terms vs Keywords 2026 (where each goes)
Front-end = title/bullets
Visible keywords buyers see; must read naturally and stay compliant.
Backend = search terms
Hidden synonyms; no repeats of title words, no claims.
Don't duplicate
Repeating the same term front and back wastes the backend's extra reach.
Both get scanned
Amazon enforces compliance in both; pre-check the full listing.
Free check: Paste your ASIN or listing text for a free preliminary compliance check — we flag risky claims and category issues in seconds, no login required.