If you want to start selling your products on Amazon or are already doing so and are wanting to achieve a higher ranking on the site, this article is for you.
How to optimize for Amazon
First things first, we are going to breakdown as simple as possible how Amazon A9 algorithm works for their internal search engine without getting too technical so that everyone without professional programming knowledge can understand, apply, rank their products higher, engage more with their customers and sell more. A successful physical store is managed well with great customer service, shipment efficiency and empathizing with their current customers. You have to know that Amazon is not in the search business, Amazon is in the sales business, and they care about the products that you want to sell in their platform.
In 2018 we ranked 179 products on page 1 of Amazon. In 2019 we’ll rank 300+ more.
Director of The Big Marketing Agency
In comparison with other platforms such as Google or Youtube, Amazon doesn’t have searcher intent problems. Searcher intent is the type of request or query a specific user is looking for. For example, searcher intent is undeniable when terminology such as buy or sell is used. Their intent is 100% commercial, ¨let´s buy shoes, let´s sell my car, ¨let´s sell this travel package.¨ There are other search intents that are informational, how to is also searched by many users in YouTube, Google, and other major search engines. Amazon though, being a product based search engine, doesn’t have this issue. That’s extremely valuable because people that come to Amazon are looking to do one and one thing only: Buy stuff.
Amazon offers you three different types of ways to rank your products.
1. Organic rankings are the products listed below Amazons advertising (which well get into in a second) that are listed for each search query.
2. Sponsored results are what you see when you search for a question on Amazon. These are usually found at the top of the search results, as well as mid-way through the different pages. These are easy to spot due to the sponsored text just above the Amazon product listing title.
3. The third type is headline ads. Headline ads are merely the image based advertising you see at the top of a search result, usually with the logo or branding information of the company.
Every time we type a keyword within amazon search, a new page loads with many pages of products, some of the products being recommended exclusively by Amazon. However, we all know, everyone is only going to look at the products from the first two pages. Of course, this is where you would want to find your products listed because that is where you will convert people who are specifically searching for that type of product into your customers.
As the worlds largest e-commerce platform, Amazon is trying to bring the highest quality shopping experience to its 100 million members. Using their A9 algorithm, Amazon can always recommend the right products to their customers to make it easier for them to make a purchase. However, Amazon wants you to stick to their rules, This is something that one must follow if you are going to want to have success on their platform.
The key factor that you need to understand is how relevant your product is to that specific keyword´s product page. You must understand that your specific products have their own ¨personal page¨ (the page where your specific product can be bought from) and the keywords that you list in the description, title and subtitle are all important for conversion rates. Focus on these factors and the ranking of your product will be where you want it – on those first two golden pages.
I will give you a guide so you can address the key factors adequately. The first key factor is increasing the relevance of your product page for the custom search. This will directly impact your ranking. Begin with the title of your product. Amazon is standardizing the titles, therefore they still care more about keywords than Google does. Titles with the best organic search results typically have between 115-144 characters depending on the product/category. Right rail ads have around 30-33 characters and mobile titles have between 55-63 characters.
Google requires a much simpler title template compared with Amazon. The more that you add in your Amazon title, the better. Also, Amazon likes for you to describe. They do not allow products that are not well defined in the Buy Box (the description of the product underneath the title), so be concrete and add a very detailed description of your products and you will get points. Make sure to add at least one of your keywords in your description so that they can appear in the search results. This is not only something that is an extension of the functions of your product but will help to rank your product higher as well.
For most of the customers, one of the most important things is the branding of your products. Most people will be searching for a specific brand of product and some of them will be looking for the manufacturing number. Excellent tip: Add the manufacturing number into your title. Another thing that you should be very precise about are the specifications. In comparison with the functions of your product, you should add a list of the technical and physical characteristics of your product, these include size, weight, color, production date, technical specifications and everything that you think could be important for your customers.
Amazon search results are displayed by category range. Some of your customers may also search for your products by choosing categories or subcategories of products. This means you must make sure to put your products under the correct category and subcategory so that you can increase the likelihood of a potential customer engaging with your product page and then buying your product!
Keywords are just as important as hashtags are to Instagram. To increase the relevance of your products to that specific ¨searchable word¨, make sure to include the most important keywords for your products. Amazon has five search term fields so it is best to not repeat words but to instead use synonyms or a different spelling of the keyword.
Guess how important the URL of your product page is? You guessed it right! This is incredibly important to the relevance of your products as well! You create a query URL for your product page such as seen in this example: & keyword = your product + keyword and add it to the back of the product URL. Amazon will determine that the visitors have searched your products through your target keywords and that is a critical point to increase your ranking.
The second determining factor to rank your products higher on Amazon search is the conversion rate. We recommend that if you want to sell on Amazon successfully that you get obsessed with your conversion rate. Why? Because this is the make-or-break point between ¨meh¨sales and getting ¨sales through the roof!¨ The higher your conversion rate is, the bigger the possibility that Amazon will recommend your products. A high conversation rate indicates that the product satisfied the customer´s needs and demands. Of course, since the product satisfied the customer and they bought it from Amazon, it also brings more interest to the Amazon platform to be used again and again. Amazon wants this just as much as each individual seller wants it. The more sales that you have, the higher Amazon will rank you on the first page of results This will attract consumers to your products much faster.
Customer reviews are one of the most important guides for your customers about your products. The more reviews one has, the more attractive the product becomes. The higher the rating of these reviews, the more trust the customer will have in purchasing the product. The opinions of others are essential so getting as many as possible are critical for your sales. You can recommend your products directly through emails to your target customers to get more sales and reviews. Every time you help your customers choose your products, this will invite them to leave reviews of your products too.
Customers sometimes have questions. I recall having to return a product but wasn´t going to do so if the seller had simply answered a question of mine. Since they never responded, I had no other choice but to return the product. I loved the product but couldn´t use a part of it and since the seller didn´t care to respond to me, I didn´t care to keep the product. What lesson was learned in this example? Answer the questions of your consumers! Engaging with them means that you care about them and are also familiar with the products you are selling. Do not take long to respond as we live in a time where everyone wants answers with the click of a button.
Let´s move to the more physical part of the products. The pictures of your products have to be of high quality, period. Get a good photographer and take high-quality pictures of your products. Nobody is interested in blurry or hard to see images. This little detail can make a huge difference in the conversion of potential customers.
Amazon is providing you with Amazon multi-attribute variant functions to create a listing and direct your buyers to one specific page. That is always a better option than building a multiple listing for different attributes of the product especially because consumers do not need to change pages to make a decision. You want to increase the numbers of buyers and customers review. By having all of the attributes displayed on one product page, the customers will make a quicker decision… you don´t want to confuse them.
Another thing that can affect your conversion rate negatively is the stay time and bounce rate. If you retain the client as much as possible on your product page, this will significantly enhance the conversion rate. Customers are more likely to buy that product. If you have a high bounce rate, you should rethink your strategy to retain more periods of time of your clients on your page.
The product authority is the last factor where are we going to pay close attention to. Feedback on your products is an area that cannot be overlooked. If most of your customers return your products and leave negative feedback, your products authority will drop significantly. This will definitely affect the ranking of your products. It is highly recommended to use FBA service shipments. Amazon will always give priority to a product with FBA shipments and your product keyword search authority will increase leading to a higher ranking. Amazon uses this key factor in its algorithm, which is divided into three categories: negative feedback rate, filed A-to-Z claim rate and In-stock rate.
The negative feedback rate indicates the service of the store including shipments and customer service. You have to be in charge of these areas because no matter how good your products are, these factors can lower your sales and lower your product in the Amazon ranking search. A-to-Z claim rate is a complaint rate related to the product itself. This data is also fundamental because it can indirectly affect the search results ranking.
Amazon would not recommend a product to customers if it cannot be shipped immediately. In-stock rate, keep in mind to always have adequate inventory so that you are free to implement your sales plan.
As you can see the most important thing that you have to understand about Amazon is their statement: Amazon cares about buyers and selling stuff to those buyers. Nothing else. They want you to believe in their statement otherwise they will not help your products to rank higher. It´s really that simple!
Amazon SEO is very complex, and if you want to rank highly in Amazon search, you need to focus on all of the above factors. Focus on all of them and don´t skip or get lazy on any of them. Amazon will easily punish you with lowering you in the ranking of your products. All of these things help maintain the massive flow of consumers that come to their site.