Amazon Seven Factors For Ranking Highly
Amazon Seven Factors For Ranking Highly
Amazon can be a highly lucrative yet competitive way of selling your products. You’re competing with other sellers for visibility and high rankings in the search results pages. A placing on the first page is important as 70% of Amazon shoppers (paywall) don’t go beyond it.
The key to figuring out how to rise to the top is understanding the intricacies of Amazon’s A9 algorithm. It takes into account a variety of factors that can be the basis for helping you create a good quality product listing. Brushing up on these ranking factors is important regardless if you’re an Amazon newcomer or experienced veteran.
1. Amazon’s Sales Rank
The sales rank is a value that Amazon generates indicating how well a particular product is selling in comparison to products within the same category and subcategories. This value is typically shared within the product listing information.
2. Customer Reviews
The review system is one of Amazon’s key strengths as it helps buyers figure out the quality of a product prior to the purchase. Therefore, it makes sense that Amazon uses it as a ranking factor — higher ranked products receive a ranking boost and vice-versa.
However, it’s not just the quality of each review, but also the number of reviews in total that have been accumulated. It’s a good idea to ask buyers proactively to leave reviews and that will give you a better score with regards to this ranking factor.
3. Answered Questions
There is a section towards the top of the product page where answered questions are listed. Answered questions are great for potential customers as they can better understand what they are buying. These questions are typically answered by other members of the Amazon community, which means you need to rely on others to provide accurate answers. However, as the seller, you can also step in to provide informative answers to potential buyers.
Amazon deems product listings with answers more informative and therefore it contributes positively towards the ranking factor. The weight of this ranking factor is not revealed, but in any case it’s good practice to answer questions when they are submitted. Even if you don’t get a ranking boost, you’ll still increase the odds of generating sales.
4. Conversion Rate
Amazon wants to sell as many products as possible, which means products with a better conversion rate are given a rankings boost. You cannot manipulate the conversion rate directly, but you can create a better deal for the consumer so more sales are generated.
As a seller, you’re incentivized to offer competitive prices so that you have a high conversion rate and therefore earn a higher slot in the results page. Increasing the conversion rate is a great way for new players to a marketplace to dislodge other product listings that aren’t performing as well from a conversion standpoint.
5. Customer Satisfaction And Retention
Amazon cares about the experience of the customer, which means you need to provide a good overall service. Positive feedback, the order defect rate and the refund rate all contribute towards rankings. Treat the Amazon platform like you would a store where customers come in to buy physical products. You would greet them with a smile and ask if there is anything you can help with. Have the same mindset for the Amazon shopping experience and you’ll impress the algorithm to give you a boost in the rankings.
6. Product Listing Completeness
There are far too many products on Amazon that have incomplete product descriptions. This creates a frustrating buying experience. The potential customer cannot physically inspect the product so they need to have as much information as possible via the description.
It helps if your description reveals all the main features in great detail. Take a look at how some of your competitors have done it. Learning by example can sometimes be the most efficient way of figuring something out. Creating a complete Amazon product description my cost time, energy and resources, but the outcome will certainly be positive. Therefore, create an informative product description to please your buyers and Amazon’s algorithm at the same time.
Another key ranking factor is the relevancy, which can be broken up into a number of different factors in itself:
• Features/Bullet Points. These must have relevant keywords that are related to the product.
• Product Description. The text making up the product description should have keyword-based considerations. The presence of these words means the algorithm can identify what your text is about.
• Product And Brand Number. The title should have the brand and a unique product number. Savvy buyers will search for products using these elements, which means you need to take advantage of it.
• Specifications. The details of the product may be used in the search field. Therefore, fill out the product descriptions with as many specifications as possible.
Ranking high on Amazon can potentially take your business to the next level as a flood of sales is generated. However, you cannot “game” the algorithm. Instead, you need to carry out the steps that contribute to a great user experience and the rest will take care of itself. The list of ranking factors above is a great place to start if you need a roadmap to get the job done.