Amazon SEO is a combination of all the strategies that are used to optimize your product listing so it can rank higher on Amazon search results pages.
Simply put Amazon SEO is the process of optimizing your product listings on Amazon for visibility, sales, and profit.
Amazon is the largest e-commerce platform in the world and the Amazon search engine, A9, is a powerful tool that can make or break your business. It is not surprising that Amazon SEO has become an important part of online marketing and digital marketing.
A9 is Amazon’s product ranking algorithm.
It displays results based on the queries or keywords entered in its search box. The more sales a product generates, the higher its listing’s rank on Amazon’s SERPs.
A9, Amazon’s ranking algorithm works similarly to Google’s ranking algorithm.
When someone makes a search, the Amazon algorithm uses a variety of parameters to determine the relevance of millions of products stored in its database, to deliver the best, most relevant results to shoppers.
Amazon SERPs have three categories that you should aim to optimize for.
- Amazon Search Result Page: When a user searches for a product on Amazon, the products can be displayed in one of two layouts on the results page:
- List View: This layout type displays about 15 – 16 products on every result page.
- Gallery View: This layout type shows about 24 – 25 products on every result page.
You need to understand this to adequately categorize your products using these views and filtering.
- Amazon’s Sponsored Products: These can be seen scattered across different pages. Sponsored product results are usually displayed at the top of a product page. Sometimes, it can be combined with organic results.
- Amazon’s Search Filters: Amazon Seller Central has a comprehensive system for categorizing its products. These categories show up as filters on the page.
Filter fields are found on the left-hand side of the SERP. There are various filters like the product category, shipment method, product condition, seller rating, brand, color, and so on.
Amazon’s algorithms are designed to understand if a product is blue or black, as long as it is mentioned in the product listing. The product will be displayed in the subset of the filter query only when this information is provided in the listing copy. This is why it is crucial to optimize a product’s listing.
For example, if you are selling wireless earbuds from ABC brand, and you want your listing to come up in the “earbuds”, “wireless earbuds” and “ABC Brand” categories on filter view, then you must specify these characteristics as precisely as possible in the Seller Central.
If you fail to implement these settings, your product is never going to be listed in those filters.
A9 is Amazon’s corporate top-secret, so its functionality is unknown. The privacy of how it works is well protected. However, with a few experiments, you can get a sense of how it works.
The algorithm decides which products to show to potential buyers and how high those products should rank based on criteria such as:
- Relevance to keywords or search queries
- Preference – Shopping preferences and behavior of customers can determine what listings make it to the top of SERPs
- Shopping history – The customer’s previous purchases for a particular product are taken into account when ranking products
- Price – competitive pricing is a huge factor in determining what products rank higher.
- Stock Supply – Any product that runs “out of stock” can lead to the listing being either pushed far down or removed completely.
- Text Relevance – This denotes a product listing that has been optimized with the right title and description.
- Sales Velocity – the more products are sold, the higher the chances of rankings and becoming successful on Amazon.
Amazon search engine optimization is necessary for any business that wants its products to appear at the top of SERPs.
Even if you have a great product, you may struggle to find buyers if they can’t find your listings on Amazon.
Ranking on the first page of Amazon SERP is so important especially since only 30% of Amazon shoppers look past the first page of search results. If your products do not appear on the first page of search results, potential buyers will never see them.
Furthermore, some shoppers never look past the first three listings.
Here are a few tips to maximize your product listing’s visibility:
- Research keywords for product listings
- Optimizing product listing titles with relevant keywords
- Organize and optimize product listing categories
- Upload high-quality product images, especially for your product’s primary image
- Update product listing descriptions and features with helpful and detailed information like brand name, color, dimensions, etc
- Set competitive prices for products
- Update product stock availability
- Generate positive, genuine reviews