When you offer a product up for sale on Amazon, you provide information that appears on a product page that shoppers can see. This public information is referred to as the frontend. You also provide additional information to Amazon that remains hidden to everyone except Amazon. Amazon uses this data and/or content in their search engine formulas. This data is called the backend.
For example, you might add misspelled words to your keyword search terms in the backend, but not in the frontend, because you don’t want misspelled words visible to the shoppers, but you do want your product to show up in a customer search using misspelled words. Helium 10’s Misspellinator generates words that go into your backend data to help increase visibility in Amazon searches.