Can you tailor your Amazon listings to show up higher among the rankings of the e-commerce giant? Absolutely yes, it is possible by optimizing product listings according to Amazon’s ranking algorithm. You can build an Amazon listing as streamlined as the ultra-efficient meeting strategy of Jeff Bezos.
So, here’s all you need to know about the Amazon’s A9 algorithm and how to implement best practices for Amazon SEO.
What is Amazon A9 algorithm?
Amazon’s A9 algorithm is the formula that determines what items appear at the top of the Amazon search results page when a shopper enters a keyword from the vast catalog of the web. The results of the Amazon search rank according to the value and popularity of the query. If you’re familiar with search engine optimization, it’s important to note that on Amazon, relevance doesn’t mean the same thing as on Google.
Although Google is more concerned with which search results answer the searcher’s query most accurately, what matters more in Amazon is which products are most likely to be purchased by the searcher.
The Amazon A9 algorithm’s main purpose is to improve Amazon’s revenue per customer (RPC). Improving your Amazon SEO and getting higher rankings in Amazon’s search results networks would give you a higher click-through rate (CTR) which may give you a higher conversion rate (CR).
For each particular keyword, the conversion rate is calculated, dividing the number of converted customers by the number of people visiting the product listing page. Amazon monitors all consumer behavior, right down to mouse movements, and is factored into how the Amazon product results are ranked by the algorithm.
How to do Amazon Keyword Research?
Keywords are your bread and butter in Amazon SEO. To suit future search queries, study as many specific keywords as possible. People expect to find what they’re searching for with only one or two search queries on Amazon, so they’re more likely to use long-tail keywords to find out exactly what they want right away.
In addition, 70% of Amazon searches appear to use keywords that are long-tail. To find long-tail keywords associated with your product, use Amazon keyword research tools. Chrome’s KW Index Checker plug-in is a keyword research tool for Amazon that you might use.
Just as it is important to choose the right keywords, it is also important where to place those keywords. Place your keyword at the beginning of the product title. You can include primary or secondary search terms for keywords in the Amazon Seller Central backend. But, make sure they do not exceed 250 bytes (in compliance with the new policy of Amazon). The bullet points and product description are also available, which you should improve with more additional keywords. Placement of keywords is key to Amazon SEO.
Fill Out Amazon Seller Central Backend Search Terms
Fill out the search terms field in the backend of the Amazon Seller central. You can insert a total of 250 bytes of text. Amazon stated that there is no need for punctuation in this field, so don’t waste the limited space on commas, periods etc.
How to Optimize an Amazon Product Image
One of the first things that consumers look at while searching is the product images shown in the catalog, even before reading product descriptions or even looking at the price.
Make sure to:
- Have good resolution (you will need at least 1,000 by 1,000 pixels to zoom in the picture)
- Light the image well
- Show all product angles
- Display how the product is used or worn
How to Optimize for Amazon Customer Reviews
Additionally, the consumer rating factor in Amazon SEO. Consumers naturally gravitate to high-rating products. Products with 4 or higher scores are most likely to be on top of the results of the search. Having a bunch of customers leave negative feedback can cause other potential customers to step away from your product page, leading to a drop in your conversion rate, which can then lower your rankings. And this is something you should avoid.
Make sure you respond to any negative reviews quickly (and kindly). When requested, you can offer refunds or substitutions to unsatisfied customers.
You can also advise the consumer and recommend better ways of using the service if a user error occurs. If you do it right, being positive with negative reviews can actually make you look better.
Performance and Sales Figures Factor into Amazon SEO
Your actual sales are another factor in ranking well on Amazon. If your product sells and customers are satisfied, shoppers will see that their money is worth it. Of course, when you can sell your product well, Amazon likes it, and as a result, top sellers are ranked higher. You will have to turn to good old marketing tactics such as promotional giveaways, discounts and ads to make the products sell well from the start. Amazon’s PPC ads can be considered to help your sales number, which in turn can boost your organic rankings.
Now you are familiar with Amazon SEO handling, refine your listings accordingly and monitor your performance to see how much you can boost them!