It is highly expensive and competitive to focus primarily on the primary keywords. Dedicate at least a portion of your strategy for Amazon PPC optimization to identify the new long tail keywords in a consistent way. These are less competitive and economical and hence are much easier to rank for.
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Long-form content is the next wonderful aspect that will help you. People need as much information as possible. Hence short product pages with some images are no more working well for ecommerce businesses. For several years from now Amazon is giving long-form content which is a key factor for its success.