How to improve your ranking on Amazon

" We desire what we see every day" said Dr. Hannibal Lecter in the film "The Silence of the Lambs." Visibility is everything in online business as well. The more potential customers see your products within the Amazon search engine, the more concrete chances you will have to sell.

In this guide, we explain how to improve product positioning on Amazon. Being at the top of the SERP of the e-commerce giant without having to invest in advertising is every seller's dream. Not taking advantage of this free possibility is a real shame. Succeeding in this intent is not easy; it is a subject reserved for experts and professionals who deeply know the art of SEO and marketing. Discover how organic search and the Amazon algorithm work and why it is fundamental to receive organic traffic on product listings.

How to improve product positioning on Amazon: the factors to focus on

Before asking yourself how to improve product positioning on Amazon, you should discover which factors affect ranking the most.

There are mainly two:

• Popularity of the products, which Amazon automatically considers the most appreciated by consumers;

• Relevance of keywords in your product listing and related descriptions. Amazon scans the title, description, and keywords to evaluate how relevant they are to the product. Product relevance for the search query is essential.

So? Which elements actually influence the ranking?

Summing up, the main elements to consider are these:

• Title, description, bullet points, product information, backend keywords;

• Conversion rate and sales velocity;

• Impressions, comments, click-through rates, number of reviews;

• Account health;

• Seller and product rating;

• Technical elements such as time on page, bounce rate, exit rate.

Subscribe to the YouTube channel to stay updated!

Do you know how the Amazon algorithm works and what influences it?

Amazon's internal search engine works thanks to an algorithm that, above all else, evaluates customer satisfaction. It is this software algorithm, now in its A10 version, that decides product positioning on Amazon. What criteria is it based on?

First and foremost, on reviews, published questions and answers, the product listing, and time spent on the product page by users: these elements serve to understand the user experience and customer interest in the product.

The Amazon A10 algorithm, however, does not stop there. It evaluates other parameters such as:

• Seller authority, account rating;

• Organic sales;

• Product conversion rate.

Competition on Amazon is cutthroat, and managing to appear at the top of the SERP requires increasingly complex strategies considering user search habits.

You should know that 81% of clicks are reserved for brands present on the first page of search results. Not only that: 70% of users never click beyond the first page, while 64% click on the first 3 items on the initial page.

It is essential to index content as best as possible and work meticulously with SEO. As soon as you add the product, Amazon proceeds with insertion into the specific product category. Subsequently, the product page will be scanned to assign a score based on parameters such as product title and description, images, and reviews.

Keep an eye on how the Amazon SERP works

Optimizing content and images of the product listing is vital for positioning in the Amazon SERP.

The SERP works like this. Immediately below the search bar, there is space reserved for sellers who buy sponsorship or who purchase keywords via auction to win the first 4-6 positions.

This is followed by the organic (free) space where products are positioned based on certain customer experience and sales parameters. The goal, for most sellers who do not want to or cannot pay for Amazon sponsorship, is to rank at the top of the SERP.

Indexing the product for its specific category and identifying keywords is a strategic move for organic positioning (or search ranking). Once the right category is identified, the product must be optimized based on the BSR (Best Seller Rank), which is the best-selling product in the category.

Note: keywords must be relevant to the product.

How to improve product positioning on Amazon with SEO and targeted strategies

Given that there is no rule valid for everyone in terms of success nor magic formulas, advanced techniques exist to optimize search ranking on Amazon. Every seller has their own history and needs. After identifying the category and relevant keywords, it will be necessary to work on SEO for the product description/features and the bulleted list, adapting them to the keywords.

It is also important to act on your backend search terms (the section hidden from users, visible only to the Amazon algorithm): here you can add other strategic keywords using all available space.

Two other winning elements to boost are the conversion rate (which measures how many users purchase after clicking on your product) and sales velocity. To optimize the conversion rate, you need to work on the product description, images, videos, A+ content, and respond exhaustively to questions asked by customers or potential customers.

To increase sales velocity, it is necessary to implement various strategies:

• Paid ads on Facebook or Google, therefore outside of Amazon, driving new traffic inward;

• Amazon sponsored product campaigns (PPC);

• Tapping into your audience and attracting them to Amazon through your website or mailing list;

• Amazon promotions (lightning deals, coupons, etc.).

If you have other questions