Amazon is the biggest ecommerce platform, currently it is selling over 200 million products on a year basis. Therefore increase Amazon sales it’s something to take into consideration. Hence, if you are one of the many Sellers on Amazon, then you definitely need to be focusing on Amazon SEO. 

You  might want to ensure that your products are shown when someone searches for a relevant keyword. Some people might think that Amazon SEO is just the same as SEO in Google, but that it is not. Amazon is completely different. Unlike on Google, people aren’t looking to do product research on Amazon, they are rather, ready to make the purchase. 

They aren’t looking on Amazon to do research or to find some information on a certain product. People have a product in mind and are trying to purchase it. 

The fact that people  that are searching are already in the buying phase, makes it even more important to rank high in Amazon. The first couple of rankings not only get a click but, normally, also a sale. That is why, Sellers on Amazon need to ensure they optimize their posts correctly to make shoppers convert more frequently.

Amazon’s Algorithm – A9

Before we start optimizing for Amazon,  it is essential to understand how Amazon’s algorithm works. It’s is called A9, and it is a very mature algorithm that strives to become more complex. 

In order for you to understand it, you need to think like Amazon. 

Amazon isn’t trying to send traffic to another site like Google tries to do. Instead, Amazon is looking to find the best product that will provide the highest sales conversion. Currently, A9 doesn’t care much for how closely the product matches the search query—they rather care about making the sale.

Amazon’s Variable

We gathered up the most important variables that go into Amazon’s rankings :

1. Verified Reviews

A verified review on Amazon is a review made by someone who bought a product and also used their Amazon account to leave the review. Amazon views this as an honest evaluation of the product and considers this very important.

2. Fast Sales

Amazon doesn’t care about the overall number of sales that a product has; it only cares about the number of sales that it  recently had.          

A product can take over any other product if it has a high amount of sales in a short amount of time. However, if it wants to keep this position, it will have continue  making  high amounts of sales.

Let’s set an example. Imagine it’s Autumn, and you search Amazon for “Candy.” You are more likely to get results for Halloween candy because that’s what is popular during this time period. However, if you search “Candy” in February, you are probably going to get Valentine’s Day candy.

3. Sales Rank

Amazon is starting to rank product listings based on its sales. This is a new feature that they test, where they automatically attach #1 Best Seller to the best-selling product in the category. This means, that those with more sales will rank higher, but, as we’ve already mentioned, those with the higher rankings already have more sales.

4. Sales Page Content

Amazon, like any other search engine, is dependent on words on the page to help them understand what the page is about. However, when it comes to Amazon page content, it is a little trickier because you don’t have as much control as you would have on a blog or your website. That is because you are limited and your content structure and placement is even more crucial on Amazon. On Amazon, you have six spots to place your keywords: Page Title Subtitle Product Description Editorial Review Product Picture File Name Name of Author.

5. Customer Reviews

One important factor that Amazon takes into consideration is the customer review. This includes not only the number of your reviews but, also, how positive and/or negative your customer reviews are.

6. CTR vs. CTS

Click-Through Rate is highly relevant in all types of optimization for SEO,  Amazon and searches engines. Having a high CTR means that the person searching must have found what he/she was looking for. Yet,, when it comes to Amazon, they go the extra mile and also check the CTS  (Click To Sales) which tells whether the click resulted into a sale or not.

7. Images

Images are crucial and a must on Amazon. The size and quality of your product image are things that you can’t overlook. Some results won’t display if they don’t have at least one image that is 1000×1000 pixels or larger. This is the size that allows customers to zoom.

8. Order Processing Speed

Amazon knows that customers want their orders as soon as possible—that’s why they value order processing speed. A seller who has shown efficient and steady processing is more likely to rank higher than one who has slow or unreliable orders.

Keyword Research is Key

The first thing that you need to do when looking at Amazon SEO is keyword research. You want to find out which keywords are most relevant and converting to your products.

There are several tools out there that you can use to help you do this, like Epinium. Keyword research is a must since your products aren’t going to be found in a search query if the listing doesn’t contain the right keywords. 

When it comes to Amazon listings, 97% of customers click on the results on the first page.But, how is this possible?

Because 70% of searches are done with long-tailed keywords, which means that  people searching are using longer searches that are somewhat like phrases instead of a short search queries of 1 or two words. Because of this, you have to be very smart to know what keywords you want to use.

9. Parent-Child Products

Amazon has a built-in parent-child product functionality that lets you combine similar products to a single primary page. From a UX point of view, this makes a lot of sense since it allows you to retain customers on one page, which makes them more likely to buy a product.

10. Price

Price also one of the biggest factors in Amazon. Amazon knows that customers are searching for the best deal regarding quality-price. So, you want to make sure that your prices are competitive and just.

11. Negative Seller Feedback

Amazon is said no to track positive seller feedback, but it does track negative feedback rates, no matter how bad the feedback. Therefore, you want to do everything that in your hands to receive as few as possible  negative feedback.

12. Time on Page/Bounce Rate

Time on-page is a measure that tracks the amount of time that a customer spends on a listing. The longer the time on a page the more likely it is that the customer is interested in the product. The bounce rate is tells the opposite—this is the time it takes before a searcher goes  back to the initial page in your search for a product. Both of these help Amazon tell how relevant a product listing is to the search. 

We hope you liked this post! Stay tuned for more and share your thoughts in the comments section below!

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