Amazon is the largest E-Commerce company in the world that sells more than 12 million products and there are 5 million marketplace sellers across all the 12 Amazon marketplaces. Since there are a massive number of products listed on Amazon it’s tough for them to have the algorithm that can determine the best products to show up after a search. Amazon’s A9 Algorithm is the current algorithm which Amazon is using to determine the best products to rank up before others. Do you want to improve your ranking? In this article, you’ll understand the various factors that affect an Amazon seller’s product ranking and how you can optimize your product listing for higher search results.
Amazon’s A9 Algorithm & Product Listings
A9 is the internal engine of Amazon which can be optimized to improve product ranking but the techniques are constantly changing, and it’s necessary to remain up-to-date. This system is the organic product ranking algorithm of Amazon which determines the best products to showcase during a search query. Amazon’s A9 Algorithm is a composition of direct and indirect factors which are used to match users’ search queries while they’re surfing through the Amazon marketplace.
Factors That Affect Amazon Product Ranking
1. Product Variations
There is a built-in feature Amazon has that is parent-child product functionality which directs all users to a single product page. What is the benefit of this? The advantage of this is that you can display all the variations of a similar product on a single page. Variation is nothing but a theme which includes colour or name, style, size or count of a product. As an Amazon seller, it’s important to ALSO optimize the title of your variations (read our blog on parent & child ASINS on Amazon) in order to drive traffic inwards, towards the listing.
2. Customer Reviews & FAQ
Positive reviews of a product are also an important factor which affects Amazon Product ranking. The number of FAQs is also important because it helps customers to decide whether they want to buy a product or not. A good way to optimize your listing is by test buying a competitor product that helps you review and source out several features for your product. You can also get a clear understanding of the clientele that is directed towards the best seller products, and in order to provide good customer experience, relay similar methods into your listing.
3. Size & Quality of Images
There is a short guideline which will help you to get an in-depth idea about what to consider while uploading an image on Amazon listings. The dimensions of the image must have 1000 or larger pixels in either height or width. The size of 1000*1000 pixels or larger allows users to enable the ‘hover-to-zoom’ feature. Ensure the frame of each image should be filled with 85% of the product itself in a white background, and make sure that you are not using any blurry images.
4. Product Pricing
Just for a minute let’s assume that you’re a customer and you want to buy a product from Amazon. What will be your first requirement? To get the best deals! This doesn’t mean you quote your product as the cheapest, because customers want something that gives them a bit of both – affordability, free shipping and good features. Best deals are a combination of good ratings, reviews and affordable pricing so when you are able to balance the combination of good reviews or rating, your product has a higher chance of being recognized.
5. Complete Your Product Listing
Don’t let your product listing have incomplete information because this affects product ranking. If you want to rank your product higher on the Amazon search engine, you have to complete your Amazon product listing. On seller central board, you’ll notice several empty fields, so the more information you place, the better the chances of being ranked. You have to fill in every single field in the listing set up because it maximizes the chances of being able to rank your product before others especially if your content is optimized.
How Amazon Sellers Can Optimize Product Listings?
Optimize Main Title First
The product title has the greatest impact both positive and negative on product performance in the search result. This is the most valuable asset you have on your Amazon Product listing. As per the suggested best practices of Amazon, your product title should include elements such as:
- Brand Name
- Product info
- Unique sales point or key feature
- Material used
- Color & Size
- Packaging or Quantity
If you want to optimize your Amazon Product listing you have to make your title effective. That depends on how you order the above elements. You also have to make sure that you include the target keywords in the title because this one is one of the major ranking factors. Include the most relevant keywords first because this has direct algorithmic implications. Even we’ve to make sure that the customer gets to know what we’re selling after their search. There is no search intent on Amazon because users come here to buy a product and that is what Amazon focuses on. You have to make a list of the most important keywords that has a higher relevance and strategically place them in the title but avoid keyword stuffing and ensure you follow Amazon guidelines.
Optimize Bullet Points
The bullet points in Amazon product listing have a direct impact to rank your product in the search results. Also, it has a strong relationship with two important factors of Amazon search result that is conversion rate and product relevance. You can’t mention everything in the title so in bullet points, you get the opportunity to present the feature and benefits of your product. You can use all the keywords from your list in bullet points that you haven’t used in the title. Besides, you can also mention the product warranty details in the bullet if you have any. Test your copy as much as possible, this is what makes you stand out from the average sellers so use different combinations to get higher conversions.
Optimize Product Descriptions
In Amazon product listing, there is no direct impact of product descriptions to rank your product on Amazon SERPs. But it is indexed by A9 and also impact the visibility. So, you have to write an effective sales copy with a strong call to action to get better conversions. You can tell the customer about your brand and the product. Also, don’t forget to include some valuable keywords that you want to index. And in the end, a strong call-to-action makes a product description perfect. You have to use alert words that is “Buy Now, “Order Today”, “Limited Offer” etc
Use Backend Search Terms
Backend search terms is a place where you can put the terms that you didn’t include in the title, bullets and description. These terms are not visible to the customers but these are indexed by the algorithm, this is just like the meta keywords HTML tag. You can drop all the other relevant terms that you want to index and also misspellings. Backend search terms have a 250 characters limit. Users are now using voice search more than text and that is why many times they misspell product names. Amazon considers the misspelling also to show up in the best results. So, you can use backend search terms to target your keywords, and gain visibility.
What is Amazon A+ Content?
If you are a seller on Amazon then you have the option to sign up for Amazon A+ Content. This is a feature that enables the enhancement of your product detail page. You can add visuals and enhanced marketing content to showcase your brand. With the help of A+ content users can buy products without any hesitation. Do you want to succeed in your Amazon selling business? If yes, then this is where A+ Content plays a huge role because you can differentiate your products from your competitors with the help of EBC (enhanced brand content). Without A+ content, a single product description can’t grab the attention of potential customers and also you can’t convert a user into a customer without the proper presentation. Also, there are some formatting restrictions in the product description which makes it hard to showcase your product. To learn more about A+ or EBC, here’s a detailed sketch on how it works:
- Make the Best Impression
When a user searches for a product they get many results for the same product. When the product is selected, they read about the product in the product details page. But the problem is if the page is filled with chunks of paragraphs or text blocks then they may change their mind and buy from other sellers. To avoid this, A+ Content offers you to make your first impression better with the help of large HD images, explainer videos and other formatted text. This will help your listing to grab the attention of the users.
- Engage with Potential Customers
With a cluttered product detail page, you can’t engage with your potential customers. To engage with the customers, you have to do something different from your competitors. A+ Content allows you to entice the Amazon Product listing enough to grab the attention of your potential customers. You can tell a story about the product with the help of A+ Content. It also helps the customers to know more about you and your brand.
- Build Your Brand Presence
You can highlight your product with the help of eye-catching images and creatives. This is one of the best benefits of A+ Content that you display your brand’s identity through visuals. A customer buys a product when they trust the brand. You have to put efforts to make your A+ Content attractive and make the customer buy your product with confidence.
- Better Conversion
Amazon A+ Content can give you better conversion. More customer engagement means more sales, if you can use this feature correctly you can convert more customers. Even Amazon stats that product listings with A+ content tend to have 10% more sales. With the help A+ content feature you can make your customers buying experience outstanding.
- Market Your Products Easily
If you look closely then you can see that the A+ Content is just like product brochure. You can use the A+ Content feature as your marketing strategy. This enables you to market your product and show your brand identity with colour schemes and various formats. Amazon A+ Content similar to product brochure is a marketing strategy which is used by marketers from decades.
Fab On Go’s amazon human resources for your Amazon marketplace have been structured to provide instant business value, on a single platform just so that you can enhance your brand’s digital footprint worldwide. Being a multi-skilled resource, our amazon human resources can efficiently handle different aspects of your store, provide current analytical feedback for your product listing and correspond in a smart way to boost positive feedback from your customers.
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Fabongo is a Vancouver, British Columbia based agency providing human resources to manage all things Amazon marketplace.