Nowadays, the Amazon marketplace is one of the most powerful platforms in eCommerce today. However, since the beginning of this pandemic, it has only improved in prominence and profitability for sellers.
As it stands, Amazon has seen such a boost in sales that the company has had to hire more than 75,000 employees to deal with the increasing demand. While the potentially record-breaking sales figures that marketplace sellers are seeing gives great challenges for Sellers, it also has provided them with great opportunities–that is, if consumers can find them.
Regardless of the fact that Amazon is a specialized search engine that deals exclusively with products, it is still a search engine just like Google.
Therefore, it is crucial for sellers to take into account the things that go into Amazon, particularly during the current crisis.
Those who reach relevant amounts of visibility have a chance to improve their sales and market share significantly.
On Amazon, there is far less to account for and the company’s algorithm changes far less often. However, this is not to say that mastering the marketplace SERPs will be easy, as competition is more stiff every day.
That said, for those who want to optimize their product listing for optimal performance, there are some major areas to which they should pay particular attention.
But, before going into the tactics needed for Amazon product listing optimization, it is crucial to have a solid understanding of the algorithm that dictates a product’s visibility.
Amazon’s A9 Algorithm Explained
Like any other search engine, Amazon’s A9 algorithm uses a set of rules to determine how it will rank products based on the queries entered by shoppers. Amazon’s A9 algorithm, which is the major force for all Amazon SEO strategies, reads, scans and analyzes all of the data on the Amazon marketplace.
Using artificial intelligence, the algorithm finds products that best match a user’s search and rank them according to those that are most relevant and likely to satisfy a customer’s needs or wants. While Amazon has never revealed what factors go into the A9 algorithm or how these are weighted, retailers have seen that some of the most crucial elements for ranking well in the marketplace include:
Text match relevancy: Determines product relevance based on keyword usage in various places within a listing.
Sales performance history: The speed with which an item is able to sell.
Price: If multiple sellers offer the same item, Amazon will feature the lowest priced one.
Availability: If an item is out-of-stock, it will likely decrease in rankings or disappear outright.
While these elements are some of the most relevant, Amazon does take a variety of other factors into account when ranking product listings. Some of those components include:
- FBA usage Advertising
- Images
- Customer reviews
- Promotions
- Seller authority
- Internal, organic, PPC, and off-site sales
- Product impressions
- Click-through rates
- Conversion rates
Major Takeaways
There is a lot going into Amazon product listing optimization.
However, if you start by implementing these nine elements and investing the time to really make them as perfect as possible, you will be able to increase your Amazon presence and performance substantially.
It is crucial to invest enough resources to optimize product listings since there is always competitors who are already one step ahead of the game.
If your business would like to make sure that its optimized product listings are getting in the frontline and generating figures, reach out to Epinium’s Amazon PPC management software, it can help your brand build a very profitable presence in the world’s most powerful e-commerce marketplace.
As usual, feel free to leave a comment down below if you have any question on this post!
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