According to the latest data, Amazon has over 1.9 million selling partners and 300 million active customer accounts globally, making competition tighter than ever.
If you want your products to rank above the rest and be visible to high-intent customers, you must learn to navigate Amazon search ranking factors.
In this article, we’ll discuss everything you need to know about advertising on Amazon, including what metrics to track and how to rank high on Amazon search engine results pages (SERPs).
Understanding the Amazon Search Algorithm
The Amazon search algorithm is a complex system that enables Amazon to find, rank and return the most relevant product listings for a certain search query. It considers several factors when determining how to rank products in the Amazon SERPs, including product listings, images, keywords and customer reviews.
Amazon search engine optimization (SEO) can be complex and time-consuming, but all your marketing efforts will only be worthwhile if customers can find your products.
Here are key statistics from Search Engine Journal that prove the importance of appearing on top of Amazon rankings:
• 70% of Amazon customers never click past the first page of Amazon SERPs.
• 35% of Amazon shoppers click on the first product on a search page.
• The first three product listings displayed in Amazon SERPs account for 64% of clicks.
In short, the higher you rank, the more selling potential you’ll have. However, without an intricate knowledge of Amazon search ranking factors, it’s hard to know what will land you on page one of Amazon rankings.
If you’re unsure how to implement an eCommerce SEO strategy for your Amazon business, don’t worry; you’re not alone. Enlisting the help of a professional eCommerce SEO agency can make a big difference in your Amazon traffic and sales.
Amazon vs Google Search: What’s the Difference?
Amazon vs Google search engines share basic similarities. Both rely on sophisticated algorithms and keywords to rank results and satisfy users. Both also display two types of results: paid and organic.
The main difference in Amazon vs Google search engines is user intent. Google users are in research and discovery mode, whereas Amazon users are in buying mode and typically know exactly what they’re searching for.
Additionally, Amazon and Google use different keywords to drive qualified traffic. Keywords on Amazon are more product-focused, highlighting benefits or special features. On the other hand, Google looks at long-tail keywords, loading speed and backlinks when ranking a page.
Comparing Amazon A9 and A10 Algorithms
The Amazon A9 Algorithm is the system Amazon uses to determine which products to rank within the search results.
Like Google, the Amazon search algorithm does not explicitly define its ranking metrics. Although experience and continuous testing have enabled sellers and marketers to identify the following ranking factors:
• Click-through rate
• Depth and breadth of inventory
• Paid ads
• Relevant keywords
• Sales history
• Seller authority
The Amazon A9 algorithm focuses on two areas: performance and relevance. A product with a robust sales performance history will have a higher Amazon search ranking than its competitors. Likewise, a product listing incorporating appropriate keywords will appear higher on the SERPs.
But algorithms are constantly changing to provide users with better results. In December 2020, Amazon released an update to their A9 algorithm, unofficially called the A10.
The Amazon A10 algorithm uses the same ranking factors as A9. Their key difference lies in how these parameters are scored. For instance, A10 gives more weight to customer search and experience. This means metrics related to organic product search and overall customer satisfaction have more impact than paid ads.
While Amazon A9 leads users to more profitable products, the Amazon A10 algorithm directs users to more accurate search results.
Factors Influencing the Amazon A10 Algorithm
Sales history refers to how well a product has sold over its entire life on Amazon. Products with consistent sales history will likely appear higher on search results. The earlier you start making an effort to market your products, the easier it will be to ramp up sales and increase your Amazon rankings.
Like the Amazon A9 algorithm, the latest update is influenced by the percentage of people who view and purchase a product. The higher the conversion rate, the better the product’s ranking.
A10 also checks whether product listings have relevant, high-volume keywords that match a potential buyer’s intention. As a seller, you should be able to provide detailed information in your listings to ensure your product appears on appropriate searches.
Pay-Per-Click (PPC) Ads
PPC ads will have less weight but are still important, especially if you’re launching new products. Sponsored ads can be powerful because they put your products at the top of targeted search results.
Which Factors Have Become More Relevant on the A10?
Customers can leave two types of feedback on Amazon: seller feedback and product reviews.
Seller authority is now rated even higher. It’s influenced by several metrics, including:
• Seller’s feedback ratings
• How well you handle product returns
• How long you’ve been on Amazon
• Number of products in the catalog
A large inventory and plenty of positive reviews significantly raise your seller authority. It shows that customers trust you and that you offer good value via a diverse selection of products.
An organic sale is made when a consumer searches for a product and then buys it from the search page results without any paid marketing or promotion driving the purchase.
With A10 deprioritizing paid ads, brands must adopt a solid organic SEO strategy. Optimizing your product descriptions with the right keywords can help put your products in front of high-intent prospects.
A10 emphasizes traffic forwarded to Amazon from off-site sources such as blogs and social media platforms.
You can generate off-site sales by advertising your products on social media and applying for the Amazon Influencer Program.
Click-Through Rate refers to the number of clicks your product gets after being displayed on the SERPs. A10 gives greater weight to CTR, which means compelling product titles and thumbnails matter more now than ever. However, click-through rates should ultimately lead to conversions.
How To Rank High on Amazon
Start With Amazon Listing Optimization
Having great product listings will help you rank higher and encourage users to stay longer on your page and convert.
Here are some elements you should optimize:
Title – Listings that don’t comply with Amazon’s product title guidelines may be suppressed on Amazon’s search results. Titles should be concise, specific and contain relevant keywords inserted naturally into the text.
Product Images – Online consumers shop with their eyes, so your product images should be the highest quality. Your primary thumbnail should be of a quality photo against a white backdrop. Use professional photos that meet Amazon’s image requirements. If you don’t know where to begin, you can outsource Amazon marketing services to refine your product photography.
Product Description – Like product titles, product descriptions should be informative and easy to read. Use keyword-rich bullet points and make your copy engaging. Instead of simply listing the product’s technical and physical qualities, you can also describe the various ways customers can use your product.
A robust eCommerce SEO strategy can help convince the algorithm that your product listing is what your target prospects are searching for.
Lay Off on Discounts and Promotions
Discounts and promotions are more of an A9 thing and may not be as effective with A10. You’ll want to focus instead on increasing external traffic.
Aside from banking on social media platforms, you can also increase external visibility by working with influencers or bloggers. Having them link to your Amazon products on their page helps you generate a steady stream of off-site traffic.
Generate More Positive Reviews
Nothing builds trust better than a steady stream of positive customer reviews. Research shows that 84% of shoppers trust online reviews as much as a personal recommendation, and 91% of consumers regularly or occasionally read online reviews.
Feedback directly influences brand reputation and customers’ purchase decisions. More importantly, it affects your seller authority, which holds more weight in the A10 algorithm.
Encourage customers to leave photo and video reviews as often as possible. Automated review generation tools can streamline review requests and monitoring. If you receive negative feedback, it’s best to address it immediately.
Exceed Sales Targets Through a Winning eCommerce Marketing Strategy
Enlisting professional Amazon SEO services is necessary to rank higher and take your product sales to the next level. A dedicated eCommerce SEO agency like Thrive can help with Amazon listing optimization to improve your bottom line.
Thrive makes advertising on Amazon much simpler. Our Amazon marketing services include:
• Seller account and seller brand setup
• Amazon account audit
• Competitor research
• Amazon review strategies
• Amazon listing optimization
• Amazon PPC campaigns
• Buy Box management
Hiring our eCommerce SEO agency means you get insight from professionals with years of experience. We know how to rank high on Amazon and improve the quality of your listings.
For instance, Image 3D, a retro toy manufacturing company in the U.S. reached out to Thrive for help in boosting its Amazon sales.
Our team conducted extensive research and a thorough site audit to determine the client’s position in the Amazon marketplace. Then we revamped their Amazon page, including product titles, images, keywords and description bullet points. We also launched paid ad campaigns to maximize the client’s online exposure.
Prior to launching an eCommerce marketing strategy, the client only generated 320-350 unit sales per month. After investing in Thrive’s Amazon SEO services, the company improved its sales by 350.26%.
Let our Amazon marketing services make your life easier and your business more profitable. Fill out our contact form or call 866-908-4748 to schedule a consultation with our team and learn more about our Amazon SEO services.