A Deep Insight into Amazon Product Ranking Strategy

Amazon is a substantial marketplace for online sellers who are looking forward to making a name in the market, increasing their sales, and growing their business. However, before getting too much excited about increasing sales and generating income it is very important to know that Amazon is like an ocean. There are many big fishes already present. If you are a new fish, or a small one trying to grow, then it is important to work on your product ranking otherwise the big fishes will eat you in no time.

However, Fear not! As we are here to guide you on how to become a big fish in no time to not only survive but also snatch away sufficient food in form of sales from big fishes. All those strategies of product ranking will be discussed that can take your product from level zero to enjoying a fair spot in its niche.

The Basics of Ranking

Product ranking was never easier than it is now as you have bundles and bundles of strategies that you can implement to have a fair ranking leading to generating more sales and making your brand get recognition.

the first and the most important aspect of Amazon that you need to know is that AMAZON CARES ABOUT THE CUSTOMER so if you are offering anything that the customer likes and is searching for on Amazon, then surely Amazon will promote your product and helps you grow your business. Therefore, helping Customers on Amazon means helping your own business to grow!!

Before jumping on to the details we need to have a fair idea about the basic things that help you in the ranking process, hence we will start with the Amazon A9 Algorithm.

Amazon A9 Algorithm

Amazon A9 Algorithm is an evolving algorithm that keeps on making “Unpredictable” changes and continuously keeps optimizing the strategies. Being quite a complex and advanced Algorithm Amazon offers the world's best search bar services related to the product which operates by matching different keywords in your listing and showing your product accordingly to your niche.

Then the question arises of how to take benefit from that Amazon A9 algorithm. For that let us take a tour of the A9 Algorithm pillars

·       Relevancy: These are the factors that tell the Amazon algorithm when to show your product page in search results. To get a higher ranking the foremost thing is making the algorithm realize that your product is relevant.

·       Conversion rate: It tells how many customers are converting into buyers. Factors that effects the conversion rate are prices, images, and reviews. We will discuss later how to optimize them.

·       Retention Rate: It means how many customers are revisiting you. customer retention is aided by the Factors that include Order Defect Rate (ODR) and Amazon Seller

·       Feedback. Make customers satisfied to convince them to visit you again.

Tips That Are Critical to Have You Ranked:

If we summarize the whole ranking strategy in a single line is, “Tell amazon that we are extremely relevant for the product that we are selling and also our product is what people are searching for”

To do that, we need to optimize all those areas that amazon evaluates to see your relevance for that particular product. By optimizing those areas, we will not only tell amazon about our relevance but also, we will start having positive reviews, which will help our customers to convince us.

Some of the key parameters that you need to focus on for getting your product ranked are:

Product Listing Optimization

• Keywords Research
• Product Pricing
• Product Advertisement
• Parent-Child variations
• Answered Questions

Product Listing Optimization

Listing optimization is a key to whatever you do on amazon. Your product needs to have all the sufficient ingredients to convince the Amazon search algorithm, the A9 algorithm (which is also called as A10 algorithm nowadays), that you are completely relevant to the customer’s searches.

It also plays a crucial part in making people buy your product. In this way, Amazon, system will keep in its memory that this account is more likely to convert a search term into sales. Afterward, the search engine will show your product higher in ranking.

Now the real question arises, how to do product-listing optimization? Here is the basic model for optimizing your product.

Images

As per amazon recommendations regarding the images, you need to have a display picture (also called a hero image) that attracts the customers to your product and should be of white background, clearly displaying what you are going to sell and what the customer is going to receive in a package. Making a high-quality image that can grab your customer will surely aid in ranking.

Title

The most important parts of your listing are the Title and Images, as a customer on the front end sees these two things, and later on, the bullets are revealed to customers after they click on your product and reach to read out the details. A well-knitted title is in the range of 130 to 160 characters containing brand name, material, and a number of units offered.

You have to display most of your product’s details in a minimal space in the title and should cover an extremely unique feature along with the brand name. Remember, the title should make the customer feel that this is the product they were looking for!

Bullets and Description:

Bullets and descriptions should be written in such a pattern as to create a need or make the customer think that you already know their problem and that you can help them solve it. (Refer to the Listing Blog for a detailed study on writing a listing).

The most important factor is to use the keywords that the customers will type in the search bar to reach your product. Therefore, extensive keyword research with an intent match method (estimating what the customer is typing) should be carried out.

Please bear in mind that you will be shown to the customer based on the relevant keywords that you have used in the listing and that is how you get ranked organically on Amazon.

Keyword Research

An optimized listing is a by-product of detailed keyword research. The keywords should be placed with extreme accuracy and should be analyzed where to put which keyword because the “keywords used” get your product ranked.

Each keyword placed in a different part of your listing gets your product ranked with a different pace. As the keywords in the title are the most important crucial ones that get indexed first and ranking in these keywords is faster. Then comes the backend search terms that hold the most important after title’s keywords, then bullets and then description (this sequence may vary for different niches, but this is the general pattern followed)

Pricing

The lower is your pricing; the higher will be customer traffic you receive. Which means you will be getting more organic sales leading to faster organic ranking. So, optimize your pricing and convert the maximum amount of traffic into your customer.

Advertisement

Advertising your product to let the people search for it faster is the crucial step in increasing your rank. Setting the optimal bids in PPC will allow you to secure a safe spot on the first page, which will be shown to the customers. It will let you have a better conversion rate. (Please refer to the PPC blog for a thorough understanding of it).

This advertisement along with costing you a little amount will also let you enjoy increased organic ranks.

Parent-Child variations

 

Figure 1: Parent Child Variation

 

When a customer is searching for a product he wants every option on the table. For example, if a person is looking for a T-shirt and he landed your page. If you are offering a shirt in multiple colors, then he need not shift at multiple listings to choose the desired product. He will simply check all the colors and sizes you are offering and select from them without leaving your page.

By doing this, not only your organic sales will be improved but also you will be able to garner multiple reviews in a single place. In this way, your ranking will be positively and greatly affected.  

Answered Questions

Figure 2: Answer questions, jungle scout

Although, Answering the questions has no direct relation to Amazon product ranking but it greatly influences ranking indirectly. It influences conversions which impact your ranking.

Amazon does recognize the answers you give to the questions asked by your product. The number of questions that are asked about your product is placed at the top of your product listing.

Moreover, when you effectively answer a person it can increase the chances of his conversion to a buyer. It can encourage people to buy your product and on the backend, it improves your ranking.

The bottom line

Please remember, your visibility is the first and the most important step to growing your customers, as you need to make the people aware of your brand along with letting them know that you are offering a better product than your competitor.

All these steps, whether they are costing you an amount or not, are equally important to excel in your business.