Amazon is known as the renowned eCommerce platform that has developed from a conventional online book store to an eCommerce giant. But a very few knew that it is a search engine that keeps sorting items for the shoppers. It acts very much like other renowned search engines but it has placed specific criteria for its bots to show search results. For example, it will not show everything that matches a specific keyword but will rather try to bring the best deal before a potential buyer. The search engine bots of Amazon define the best by taking the product price, rating, and the sales history of an item into account. It will always show a product in the organic search results that are reasonably priced and is best-selling in its domain. Now the question arises here that how a newcomer will be able to keep its products in the organic search results. The answer will be Amazon SEO but SEO alone cannot prove productive. Hence, pay-per-click ads remain the only option for new sellers.