Amazon Ranking Algorithm : How to Rank Highly?


In this Amazon SEO Guide, we’ll be explaining exactly how the Amazon’s A9 algorithm works, the technical of their search engine and most importantly how you can rank in Amazon and profit through these ranking strategies.

What is Amazon SEO?

In this post we’re going to be breaking down everything you need to know to rank in Amazon, diving into the A9 algorithm itself and explaining what Amazon SEO (2020 and beyond) really is from a technical point of view. If you decide you would rather enlist our expert help so that you can dedicate your time elsewhere, feel free to request a proposal from us at any stage – allowing us to rapidly boost your rankings and profits with our unique ranking process.

Today we are going to dive into this topic in a little more depth for the more advanced Amazon sellers as well as anyone looking to understand more about what Amazon’s A9 search engine actually is, how the Amazon A9 algorithm works and how we can leverage this knowledge to get huge ranking gains that remain in the long term.

If this seems like a lot to track & manage, we do have an affordable partner programme that allows us to fully manage your digital marketing strategy, building your traffic, conversions, product rankings and profits to new levels using our internally developed Amazon A9 strategies. 

Amazon A9 ranking algorithm

Designed by A9, a subsidiary company of Amazon, Amazon’s search algorithm’s sole purpose is to connect shoppers with the product they’re looking for in as little time as possible. It’s built around the same philosophy as Amazon itself: deliver the best customer experience possible. 

Since Amazon’s goal is first and foremost to deliver a spectacular customer experience, it analyzes several different pieces of information to determine which products appear at the top of search results. The information the algorithm considers when determining product ranking include:

  • Keywords: does your listing have the search terms consumers look for?
  • Sales conversions: do your products sell well?
  • Customer reviews: are customers happy with your products and service?
  • Performance history: do you have a record of sustainable sales?
  • Delivery time: do customers receive their products quickly?
  • Price: are your products priced competitively?

A9 is Amazon’s organic product ranking algorithm that is composed of direct and indirect factors used to match users’ search queries to products they are most likely to purchase.

Half of the battle of selling on Amazon is making sure your products get found.

According to Amazon’s own data:

  • 70 percent of Amazon customers never click past the first page of search results.
  • 35 percent of Amazon shoppers click on the first product featured on a search page.
  • The first three items displayed in search results account for 64 percent of clicks.
  • 81 percent of clicks are on brands on the first page of search results.

Amazon’s ranking algorithm evaluates a broad amount of criteria to determine who appears on the first page of a search, which is a lucrative place to be. Your products will be seen by more people, and you’ll be more likely to win the Buy Box. 

Ranking factors that matter to Amazon A9

Step 1: Amazon Product Title

The foremost factor to focus on to boost the product’s visibility and rankings are your product title. Ensure that you incorporate all the relevant information in your title, keeping the product name first.

According to Amazon, a product title should include the following:

  • Brand
  • Product
  • Material
  • Quantity
  • Color

With Amazon, you only need to integrate keywords once for your page to rank for them. This means you must place your most important keywords in valuable places such as the title and product description. It ensures that your products will rank for those keywords.

Integrating your keywords will help your products appear in more relevant listings.

Step 2: Amazon Product Price

Whenever you set a “price” for your product, make sure to check the competition for all the identical products. Bigger price gaps are never going to win. Always try to beat or match your competition’s price. Try to lower the prices to irrational amounts to chuck out the small fishes.

If you want your products to get to the top of the rankings, you must choose the right price point. You can choose a similar price point to remain in competition or you can drop your price slightly lower to entice people to buy.

It’s crucial that you set the right price for your products if you want to see success with your Amazon ranking.

Step 3: Amazon Product Images

They say that “a picture says a thousand words,” and that’s so true when we talk about attracting potential shoppers at a marketplace like Amazon.

Products that feature high-quality images consistently have a higher conversion rate, studies show. The same principle applies to your Amazon product page.

Amazon itself recommends bigger images in its Seller Central Product Image Guidelines, writing:

“Images should be 1,000 pixels or larger in either height or width. This minimum size requirement enables the zoom function on the website. Zoom has been proven to enhance sales. The smallest your file can be is 500 pixels on its longest side.”

Include high-quality images that follow these guidelines, and help ensure that your product listings aren’t relegated to the end of the search results, which makes conversion rates suffer. And when your conversion rates increase due to these optimizations, your Amazon search-results rankings should do better.

Step 4: Amazon Product Description

Apart from the other key aspects, the product description serves to persuade the customer for a purchase. Therefore, it is important to highlight the positive characteristics of the product. The presence of an SEO keyword in must while creating content.

How to Write an Amazon Product Description That Sells? Here Are Some Key Points: 

  1. Tell the story of your brand. Why and how did you start? What’s your passion behind doing this? What sets you apart from other brands? Why should I care? 
  1. Expand on product features. What’s the core USP? How does this help me? What problems does it solve for me? 
  1. Establish trust on a personal level. Why should I trust you, your brand and your product? Have a lot of people been happy with this product? Is it worth the money? Do I get any guarantees? 
  1. Take questions out of the question with multiple scenarios of use. How does this thing work? How do I use this? Is this easy to use? Is this going to take some figuring out? 

Step 5: Product Reviews And Ratings

Reviews are extremely important when it comes to ranking your page. Amazon wants to rank product pages highest that have good reviews.

People rely heavily on reviews. It’s like getting an opinion from a family member or friend. Your customers want to know others’ experience with your product to know if it is worth purchasing.

Generally, products that rank at the top of the search results have four stars or higher. These are products that, overall, please customers and leave them feeling satisfied with their purchases. Amazon ranks these products highest because they are more likely to result in someone converting.

When people purchase your products, encourage them to leave reviews on your Amazon page. It will help you garner more positive reviews and boost your ranking.

Conclusion: Amazon SEO

Optimizing your product listing correctly will get your product’s desirability and discoverability close to 80%. But the process doesn’t end there. Keep up with the trends, algorithm updates, and ongoing optimization is equally necessary to remain in the top results.

With this article, you now have a strong knowledge of how Amazon A9 algorithm works and how to optimize so that your listing gains visibility at the marketplace. Even after a detailed post, if you are still finding it difficult, do not fret, as we have the right tools to keep your listings on track and thereby, increasing your sales to something you haven’t imagined.

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