Top 8 Ways to Boost Your Products' Ranking on Amazon
Do you have an existing Amazon store but can’t seem to make it profitable? Here are techniques you should know and apply right away.
As an Amazon seller, you want your product listings to appear first on search results. That gives you a higher chance of conversion and sales. But how do you make that happen given the stiff competition across various niches?
In this article, we’ll share with you the fundamental principles of Amazon’s A9, which is the algorithm fueling Amazon's search engines and its search results. Aligned with this, we’ll tackle the proven strategies for optimizing your product listings organically. Since these are practices you can do for free, this guide likewise applies for beginners and not just experienced sellers.
Here we go.
Fundamental of Amazon’s A9 Algorithm?
Amazon A9 powers the search box of a website’s products, thereby generating product results for browsing users. It decides which listings to display and how these should rank according to the following standards:
- Search word relevance
- Preferences and behavior of previous customers
- The volume of past purchases of a particular listing
Of course, there are other factors that Amazon considers for its A9 algorithm, but these are the company's top secrets. It is well hidden from the prying public, and according to sources, these secrets could amount to hundreds of millions of dollars.
Every Amazon seller knows that appearing first or at least on the top five of search results is critical to a profitable business. Listings that do not appear on the front page will not be viewed by the majority of customers who don’t dabble on the following pages. There are even those who are only both on the first and second listings only.
Here are relevant facts to know.
- 70% of Amazon customers don’t browse past the front page of search results.
- Only the first three ranked items rake 64% of the generated business.
That goes to show that the overwhelming majority of Amazon transactions are done on the front page of search results, primarily, on the top three listings. These figures prove the critical need to optimize your listings for the Amazon A9 algorithm. If you fall short on that, you’ll not be able to build a competitive business.
Fundamental Factors to Amazon’s A9
Amazon’s A9 algorithm is influenced mainly by two primary groups of factors which are:
- Text Relevance – Includes the title of the product and description.
- Stock Supply – When you don’t have available stock, your ranking may drop or disappear.
- Price – Competitors can take advantage of it if your store has a large pricing gap. You can make use of an Amazon repricer to address this.
- Sales Velocity – If you sell more products, you’ll have a higher chance of ranking on Amazon.
How to Rank Your Products Higher on Amazon?
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Here are some proven techniques for ranking your products higher on Amazon and attracting more customers. Consistently applying these can lead you to the top search results.
1. Product Title
Customers will first look at the title of the product. That’s also the first indicator of Amazon’s A9 algorithm. That means you should first optimize this. Include all relevant details in the title and make sure to put the name of the product first. Don’t overstuff your title with keywords as this may intimidate customers and affect your ranking.
Consider placing these details in your title as Amazon recommends:
Again, don’t put in too many keywords. If users don’t like it, Amazon A9 will drop your ranking or remove your item from the list.
2. Product Keywords
Make sure to select the most competitive keywords, and one of the most effective ways to do this is to review the most successful products in your niche and choose the words from there. Select the top listings, including those with the highest number of reviews and extract for the keywords most relevant for your business.
Once you’re done listing the essential keywords, it’s time to cross-reference it with tools that show the search volume on Amazon.
Here’s a thing to remember. If you pick the wrong keyword, you’ll not appear on search results. Even a slight difference or a missing letter can make a significant difference to your ranking whether your listing ranks on top or not at all starts with targeting the right keywords.
3. Stock Supply
When you run out of supply while getting demands, that will signal Amazon or customers that you’re not putting close attention to your store. That leads to low or zero ranking and other penalties. That is why you don’t run out of stock.
- When utilizing Fulfillment by Amazon (FBA), implement automatic reminders to signal you that your store reached a particular inventory level. That should tell you to replenish your stock.
- When optimizing stores across multiple sites, leverage multi-channel synchronizing platforms to anchor your inventory levels to avoid running out of stock. You can also check out stand-alone inventory platforms if you’re selling on Amazon.
But what if you’re an independent seller from Amazon and you’re doing all the sourcing, storing, and shipping? Just make sure that you have readily available supplies and constantly communicate with your suppliers to avoid running out of stock.
Make sure to check the pricing of your competitors on similar products before or even after pricing. That is to avoid significant gaps that will put you at a disadvantaged position. As much as possible, match the pricing of your competitors or even beat them if you can.
Keep track of so-called “bidding wars” and “sharks” that have massive operations. These often lower their prices to the point that they can wipe out smaller business owners.
Customers can make use of Amazon’s zoom function to have a more precise and closer view of the picture. That is why you should use images with at least 1000 pixels for both height and width. Studies and empirical evidence show that images with a high-quality definition yield a more significant number of sales. They also have a greater influence on velocity and A9 algorithm rankings.
To optimize this strategy, try giving your pictures a personal appeal. For example, you can make use of a portrait of a woman selling coffee instead of a photo with a coffee only. The point here is to give your images a touch that appeals to customers or relates to them.
6. Wall of Text
Imagine you’re reading a blog, and you notice that the paragraphs consist of more than five sentences. Would you still finish it or go for another blog? More likely, people don’t continue when they are confronted with what is called the Wall of Text.
So when writing the product description, make sure to break your sentences or paragraphs into user-friendly lengths.
Here is why customers don’t like walls of text:
- Customers find walls of text confusing and overwhelming, which means they might not convert. That leads to lower velocity, which eventually causes your rankings to drop significantly.
- Even Amazon’s A9 algorithm doesn’t favor walls of text, and it prefers bulleted texts since these are more organized and are easier to decipher and categorize.
So what’s the driving point? Include bullets in the description of your listings.
7. Product Reviews
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Product reviews are of paramount importance in Amazon’s A9. When a product has a lot of positive reviews, it gains recognition, and A9 will recognize it as having superior quality and organized service system. As a result, these products will rank higher and generate higher sales.
For a lot of Amazon customers, reviews are imperative bases for knowing if a product or service is reliable or not.
That is why consider placing personalized notes on the package you deliver to your customers. If not, you can send emails requesting your customers to write a review for the items they bought from your store. That will go a long way in appealing to both the customers and Amazon’s A9.
8. Backend Search Terms
Backend search terms don’t show on search results, but A9 still indexes them. That means, they also have a significant influence on your listing’s searchability. Here are the key details you should include in your backend text:
- Keywords you were not able to include in your title or description.
- Misspellings of related words or names of your product.
- Translations of your selected keywords into Spanish since many Americans also speak Spanish.
- Any relevant keywords that customers might search for such, as a coffee species when selling coffee packaged products.
Take note. You should not repeat a keyword in your listing. That can only make your statement sound spammy, and customers don’t like that. There is also no bearing for repetitive keywords in terms of favoring A9’s algorithm. That practice can lead to the dreaded opposite – significantly lowering your ranking on the search results.
Congratulations on reaching the end of this guide. You now have a clear understanding of Amazon’s A9 algorithm works and how you can leverage it to boost your business. You also grasp the best practices for optimizing your products in different areas such as title, backend keywords, and others. These are practices you can do for free. But if financially feasible, you can also implement paid options.
Go ahead. Implement the practices mentioned above and see your rankings go higher while increasing your conversions and sales.
ABOUT THE AUTHOR:
Patrick Panuncillon is a Search Engine Optimization (SEO) practitioner and a seasoned digital marketer with a decade-worth of experience. He has been helping ecommerce sites across various niches grow their income. He loves to dabble on the latest innovations and tools related to the industry.