It’s fascinating how Amazon drives massive traffic to your product listings, and not just any traffic, but real customers ready to purchase. And all you need to do is just convert that traffic into buyers.
It’s simple right? But simple things are often more complex than we think.
You are not the only one who wants to sell on Amazon. The competition is quite high and many shops and listings stay out of the spotlight. If you want to beat your competitors, you should understand how the Amazon platform works and what you can do to rank higher on Amazon search results.
How Amazon Search Works
If you have ever tried to sell on Amazon, you already know it’s really hard to make your product show up on the first page positions of Amazon’s search results. Understanding how Amazon search works is crucial for driving more sales, growing your business and your shop’s overall success. It’s not a secret that most Google searchers never look past the first page results. The same logic works with Amazon search as well. Even if your product appears on the second or third page, most shoppers will not see it. Let’s agree that most of us are too busy or inpatient to look past the first three or four results.
Please note that search results pages for different queries may vary. The products are displayed as:
For example, if you search for “3d pen”, Amazon search results looks like this:
And for “Christmas decorations” it looks like:
Before you start your shop, the first thing you need to know is how Amazon search looks and works and what are its components.
Amazon Organic Search Results
Amazon Organic search result shows products relevant to a user’s query. It shows all the relevant information that the buyer needs before deciding to click on a specific product and allows to compare a couple of products at first glance. Over the years, Amazon evolved and now provides exceptional and relevant search results to buyers. It showcases:
For organic results businesses and shops owners need to conduct Amazon SEO.
Amazon Sponsored Products
Amazon Sponsored Products are PPC ads that show up on Amazon’s search results page to increase a product's sales and visibility. SPAs can be displayed at the beginning, middles and at the end of the search results page and are really hard to miss.
A product labeled as "Amazon's Choice" is a feature that outlines the “best fit” offer for a buyer’s search query and assumes that many Amazon buyers have bought and were satisfied with it. How can you be eligible for Amazon’s Choice? A product must be Prime-eligible and available to be shipped immediately.
Amazon Editorial Recommendations
Amazon editorial recommendations is a section that suggests product-related posts and articles written by bloggers, authors or influencers. The short description gives a general idea about the post with an option to learn more and read the whole article. It’s a helpful recourse to make the shoppers search process easier.
Amazon Brands Related to Your Search
This feature offers products that are related to buyer’s search query and can provide additional insights and new offers to choose from.
Holiday Gift Guide
Amazon’s holiday gift guide offers a selection of curated gifts and shops. This guide covers everything and makes it easy to choose the perfect gift for everyone.
Amazon Search Filters
Amazon filters allow buyers to sort the search result product by delivery time, availability, ratings, color, etc.
What is Amazon’s Ranking Algorithm And How it Works?
For making your products visible to Amazon buyers and survive fierce competition you need to have a deep understanding of the Amazon’s A9 algorithm. This algorithm chooses which products or shops to display. Of course there is no magic recipe how to make the algorithm to rank you better and, as with all search algorithms, what you can do is try to pick up hints and follow the best practices. So the ranking factors are:
Amazon SEO: How to Improve a Product Ranking on Amazon?
If you fail Amazon SEO, you will not just lose traffic, but also will not be able to grow your shop and increase the sales. But don’t panic, there is a way to improve your SEO and rankings. Just remember that Amazon cares and trusts buyers more than you. Keep this in mind when optimizing your shop and make it buyer friendly and customer centric.
Let’s have a look on the fields that you must optimize:
Why are keywords important? Because they are specific search queries that buyers type to find products they. Identifying related keywords will allow your product to rank higher and appear in the search results first places. It’s important to take the time to perform detailed Amazon keyword research and analysis.
So, how do you perform Amazon keyword research? There are some tools and tips that you can use:
Invisible keywords are used in Amazon Seller Account and aren’t visible to buyers. Their main purpose is to give Amazon’s algorithm a general idea about your product listing and what specific keywords you are targeting. There are five lines available for sellers to fill out with 50-character limits each.
Backend keywords main rules are:
Takeaway: Remember that Amazon may reject your whole entry if the allowed character limit is exceeded.
Amazon Product Title
The key element of Amazon SEO is the product title optimization. The most relevant and important keywords should be placed in your product title. It plays a crucial role when Amazon matches your listing to buyer’s search query and influences your CTR.
When writing a listing title, put all relevant keywords, but avoid overstuffing it as your title will not read naturally, can look spammy and harm your rankings.
Your customers are ordinary people, not Amazon algorithm, so make sure that your title is readable and understandable for humans’ first.
When optimizing your Amazon product title, you should include:
Amazon Product Price
When launching a new product, perform competitors’ prices analysis. Check how your competitors are pricing similar products and how they perform.
This will allow to understand the market better and be aware if similar products have much lower price than yours to avoid below mentioned possible scenarios:
Low price headbands that have 5 ratings.
High price headbands that have 6,753 ratings.
Appealing, high resolution and professional product images affect CTR, increase sales and rankings. The images appear:
Takeaway: There are technical requirements and optimization tips for Amazon product images, but the important thing is that your images should be min 1000x1000 pixels.
Bullet points save buyers’ time as they are easy to read and provide key points about the product. Here goes the most crucial information and your product’s benefits.
Before writing bullet points, perform competitors’ analysis and keyword research. This will give you a general idea on what your target audience looks for and allows you to add valuable and high search volume keywords to your copy. The best practices to follow are:
Write understandable, easy to read and informative description with a strong CTA. Include specific information like product’s size, care information, warranties, etc. The best practices to follow are:
Takeaway: Don’t include company information in your product description.
Reviews And Ratings
One of the key factors of your increasing sales and high rankings depends on your product’s reviews and ratings. Products that have a solid amount of reviews sell better because buyers get a third party feedback that gives them additional information and increases their trust toward your shop and products. This convinces Amazon that your buyers are recommending your products and your shop should appear in a higher position of Search results.
For getting more reviews and higher ratings:
Takeaway: Add a small card in the parcel you send to your customers and kindly ask them to write a review.
Driving traffic from external sources may affect your Amazon rankings and raise your trustworthiness. The main traffic sources are:
Amazon PPC allows its sellers to create and run ad campaigns for their products. It is an Ad model where a seller pays a cost to Amazon when a buyer clicks on their ad.
Amazon’s PPC key metrics are:
For creating and running Amazon PPC Ads, sellers must:
Amazon PPC Types
Before choosing the ad type you want to run, do some research, look at competitors. But the best way to understand what works for your product, is trying different ad types and analyzing the results. Start small, don’t spend too much at first. After testing all the options, decide on your Amazon Ad budget.
The main Ad types are:
Amazon PPC Campaign Optimization
If you think that all you need to do for Amazon PPC to work is creating an Ad campaign and running it, you are deadly wrong. If you want to get high results and increase your ROI, you should optimize your Amazon PPC campaign as well. The main steps include:
Instead of writing a long conclusion that will repeat all the above mentioned text one more time, here is a visual cheat sheet that you can use whenever you want to remember just important points: