You’re selling on Amazon, but your product ranking isn’t very good? Maybe it’s “good”, but you want it to be way better? It can be done.
Many online sellers have a problem with their product ranking on Amazon, so this is nothing new. You, too, can rank a lot better and increase your online sales by a large margin. There are, however, a couple of things you need to know first.
What is Amazon A9 Algorithm?
If you’ve never heard of this algorithm, it’s no wonder you’re struggling with your product rankings. Here’s the deal.
Amazon ranking is made possible through the use of the A9 algorithm. Practically, A9 “decides” which products to display, depending on the gathered data from all customer searches.
For example, if you type a certain product name, Amazon will use its A9 algorithm and calculate the “best” products to show up in the search results. The results are in direct connection to the product relevance, previous customer behavior and quantity of purchase per given product.
And although it might seem the same on the surface – this is completely different from Google’s way of operating. When you type something in a Google search, the results you get are based on the best-matching answer to your question. Basically, Google does its best to answer your question in the most accurate way. Amazon, on the other hand, finds the products that will catch your attention the most. It actively tries to sell products, and it does all in its power to do so.
However, product relevance is just the starting point. Once there’s a match, another important aspect is customer satisfaction (feedback, reviews, and order defect rate – ODR). And finally, there’s the quantity of purchase or, in other words – conversion rate. Amazon doesn’t want customers to lose time wandering around – it’s focused on making the sale as soon as possible.
As you can see, there are many factors that will determine your product ranking. Unfortunately, it’s not as easy as showing up. So, what can you, as an Amazon seller, do?
Here’s how to rank like a pro.
How to Rank For Product Relevance
1. Product Title
Obviously, the product title is very important because it can result in higher conversions. Be as specific as you can in your product titles. Amazon loves this. The more specific you are, the better you will rank. Remember, an optimized product title contains the keywords, it has less than 200 characters and it’s easy to read.
2. Bullet Points and Product Descriptions
Avoid walls of text, because A9 algorithm hates that. Instead, use bullet points to list the product features in your product descriptions. There’s no Amazon listing without bullet points, don’t forget that. But don’t stop there. Once you have the features in bullet points, expand further and describe the product in greater detail. Make the best of it, because this is the part you can excel at.
3. Specifications and Category
Don’t confuse specifications with features. Specifications are physical and technical details of a given product. So, be sure to list them all: brand name, size, color weight, shipping weight, publication date (if it’s a book or other type of printed material), etc.
But this is just one part of the equation. It’s also important to add the product category. The reason is simple: if a customer types a product category in the search bar, all other categories will be eliminated. Your chances of ranking higher will increase by including the appropriate product category.
How to Rank for Customer Satisfaction
1. Negative Seller Feedback
Interestingly enough, Amazon values negative seller feedback a lot. If your positive seller feedback is good, it doesn’t really matter. But negative feedback can really affect your ranking. And it doesn’t matter how bad negative feedback is – it’s all the same. Simply put, all negative seller feedback will work against you on Amazon ranking.
2. In-Stock Rate and Exit Rate
If you want to be a successful Amazon seller, you need to have products in stock. Customers really don’t like it when they have to wait for an order to be processed. Whether you’re selling as a first-party vendor or a third party vendor, it doesn’t matter – just make sure that your products are in stock.
3. POP and ODR
POP is “perfect order percentage” and it’s the number of your orders that go smoothly from beginning to end. ODR is “order defect rate” – the number of claims against a product order. Both are very important and can affect your ranking greatly. Basically, what you want is a high POP and a low ODR.
How to Rank for Quantity of Purchase (Conversion Rate)
1. Pricing and Sales Ranking
Amazon’s A9 algorithm tries to offer customers the best deals possible; this is why pricing has to come into play. In order to increase conversions, the “A9” takes pricing into account and forms search results based on price range. In addition to this, the sales ranking is also important. Simply put, those products with the higher sales will rank higher in a customer search.
2. Image Size and Quality
High-quality images are very important because they allow customers to hover-and-zoom and take a closer look. Some product categories will not display if there isn’t at least one image of 1000×1000 pixels. The number of images per product is not important (you don’t have to have dozens of images), but the images should be of good quality. All in all, you will rank better with one of two high-quality product images than seven or eight poor ones.
3. Customer Reviews and Answered Questions
The number of customer reviews will definitely affect your product ranking. Amazon loves having satisfied customers, therefore – customer reviews should be plentiful and positive (as much as possible). In addition to customer reviews, there are answered questions. They are listed at the top of the page and play an important role in helping customers decide. Find any #1 product on Amazon and you will see that it has a large number of answered questions. Customers will opt for a certain product if they see a lot of resolved Q&As on the product page. They will feel safe and ready to make the purchase.