It is always said that “if you are not on the first page of Google, you are nobody, you do not exist”. Well, it’s exactly the same on Amazon. If you are not in the top 10 results on your keywords, your product sales will suffer the consequences. Discover in this article how to be well positioned on Amazon and thus generate more sales…
How to properly reference your products on Amazon in 2019
Presentation of A9: Amazon’s algorithm
A9 is the name of the ranking algorithm made in Amazon. Since this is a guide to properly referencing your products on Amazon, let’s start at the beginning.
As we can see here, a lot of the work is done before the customer even touches the keyboard. Once the customer presses the “Enter” key to perform a search, theA9 classification algorithm provides results through a two-step process:
It’s a fairly simple process basically:
- First, they sort the relevant results from their extensive “catalog” of product lists;
- Then they sort these results in an order that is “most relevant” to the user.
Now, some of you SEOs might think, “Wait a second …. Providing relevant results is Google’s domain. I thought Amazon only cared about conversions! ”
The answer is simple: relevance doesn’t mean the same for Amazon as it does for Google. Read this statement from Amazon A9 carefully to see if you can tell the difference:
“We don’t give the visitor what they are looking for, but what they would like to buy. We have a duty to anticipate. For this, our algorithm uses human judgments, programmable analyzes, case studies, and of course the results of concrete and analyzed conversions. ”
Google says, “What are the most accurate results to meet the searcher’s query?” ”
Amazon says, “What products is the researcher most likely to buy?” ”
The difference between these two questions is the difference between how Amazon measures relevance to Google.
Ranking on Amazon is easier than ranking on Google because you essentially cut the work in half. A complete Amazon SEO plan uses only internal factors to determine the ranking of a product. Backlinks, social media, domain authority … These are all things you don’t have to worry about on Amazon. Officially no … Unofficially … yes!
Cockpitlab tips and advice: Send a ton of traffic to your Amazon listing, with super URLs and analyze the positioning of your product.
Keep these 3 rules in mind:
- Amazon’s main goal in everything it does is always to maximize revenue per customer (RPC);
- Amazon tracks every action a person takes on Amazon, to where their mouse is on the page;
- The A9 algorithm exists to link the data tracked in # 2 to the goal stated in # 1.
So far, so good ?
What influences the Amazon A9 ranking algorithm?
Conversion rate* – These are ranking factors that Amazon says have a statistically relevant effect on conversion rates. Examples of conversion rate factors include customer feedback, meeting Amazon’s image requirements, and pricing.
Relevance – Remember the first step in the Amazon A9 ranking algorithm? They collect the results and then decide how to record them. Relevance factors tell A9 when to consider your product page for a given search term. Relevance factors include your title and description of your product.
Customer satisfaction – How can I make as much money as possible with a single customer? Make them so happy that they keep coming back. Amazon knows that the secret to maximizing a RPC lies in building customer loyalty. It’s much more difficult to get someone to spend € 100 once than € 10 ten times. Customer retention ranking factors include seller feedback and order defect rate.
AMZcockpit note: Amazon uses both expected and actual conversion rates for product ranking. For example, if the price of your product is higher than that of other similar products, Amazon will predict a lower conversion rate for your ad and use that rate until the actual data corrects it.
Okay ! We are finally ready to start talking about ranking on Amazon. What you will find below is 25 Amazon ranking factors whether Amazon itself or independent marketers have confirmed.
The 25 most important Amazon ranking factors
Amazon is not like Google where they go to great lengths to hide the factors they use in their algorithm. In the Amazon Seller Central, they will blatantly tell you many of their main ranking factors.
Ranking factors for conversion rates
1- Sales classification
After just a little research on Amazon, it should be pretty obvious that the number of sales compared to other similar products – also known as “Sales RankIs one of the most important ranking factors.
Even now Amazon is testing a new feature in their search results where they automatically add a # 1 Bestseller banner (see below) to the top selling product in category searches, like this one for “Yoga Mats “:
It’s very simple…
More sales means better Amazon ranking and better Amazon ranking means more sales!
It sounds like a virtuous circle, but fortunately, there are still many ways for new sellers to make room for themselves. If you have a problem with “Amazon hijackers” listing hackers, make sure you know how to protect yourself first!
2- Customer reviews
It is probably not necessary to say that the number and the positive nature of your comments is one of the most important ranking factors of the Amazon A9 algorithm. How you respond to your comments is also important!
This product search example for the keyword “yoga mat” illustrates a few interesting points about how Amazon weighs exam volume versus exam quality:
Let’s dissect this search results page:
- Yogati has the highest number of ratings AND the highest rating. It is also the best seller in its category, which places it in the first rank;
- The second tier Reehut has more reviews, but a lower review score. It’s also a bestseller, so it’s the second;
- The third Toplus has fewer reviews, but a better rating than the second, so it ranks third;
- KGPhysio at # 4 has a lot more reviews than any of the top three listings, but it’s not as well ranked as # 1 and # 3, and it’s not a bestseller, it ranks so # 4.
3- Answers to questions
It’s one of those metrics that Amazon doesn’t specifically point to. But, this is the data they have access to and the questions and answers are listed near the top of the product page, which usually means that this is important for conversions.
In addition, products like this Philips Sonicare electric toothbrush (approved by me), which ranks first for the keyword “ps4 gaming headset” compared to other bestsellers just as highly rated, because it has almost twice as many customer questions and answers as any other list in this category:
4- Image size and quality
Amazon continues to tighten its image size and quality policy for product listings. Right now, some categories don’t even show results that don’t have at least an image of 1000 × 1000 pixels or more. These are called “deleted lists”.
The image size of 1000 × 1000 pixels allows Amazon to offer its customers the Zoom feature, shown below, which has a dramatic effect on conversion rates.
Aside from the artistic side, you can see that when my cursor hovers over the image, Amazon automatically displays an enlarged version in the product information panel.
Note that it is not the quantity of images that is important here. This yoga mat is the # 1 product for the keyword “yoga mat”, but it only has 5 images. Since the image is large enough and informative enough to give the customer all the information they need, that’s all it takes to make Amazon happy.
You can be ranked higher if you have a single large, high-quality image than if you have multiple images of normal size. I don’t mean that multiple images don’t convert better than just one, just that the benefits quickly fade after the first one.
Remember earlier when we talked about how the Amazon ranking algorithm uses both expected and actual conversion rates to determine which products to display in their search results?
One of the most important ranking factors that Amazon uses to determine the expected conversion rate is price – they know that customers tend to look for the best deals. Most importantly, Amazon uses price as a major factor in choosing the product to display in the shopping box, which is the part of the page containing the Add to Cart button (we’ll talk about that later).
Note here that the product ranked best for the search term “juicer” has fewer customer reviews, a lower customer ranking, and a lower sales ranking than all other ads in the top 3. It is better classified than competitors because it has a lower price while having a good rating and may be that its image is 1000 * 1000 compared to other products…
Note that comments are vital. And the price is not the only reason why the juicer ranks quite well.
6- Parent-child products
If you have a list of (parent) products and decide to offer a color or size variation, these are known as (children’s list). They appear on the same list as the variations. It’s better to use the built-in parent-child product functionality ofAmazon Seller Central to direct all customers to a single product page. (So we come back to managing and taking into account the links? ;-))
Be sure to read our wonderful article on variations of amazon products.
This has several advantages:
- It maximizes feedback from your customers, as Amazon will combine your like products into one page of primary products;
- This is the most logical solution from the UX point of view; keeping customers on the same page increases the likelihood that they buy your product;
- Amazon has shown a preference for ranking products with multiple options in their list
Let’s look at this example product with variations:
If you scroll up the page, you will see that this mug is the only one in the top 4 results to use parent-child connections. When you activate the parent-child relationship, it appears as an additional option in Amazon’s search results….
This not only increases the click-through rate, we can see here that it also helps you to rank above the competition! The “Amazon Choice” button proves this.
7- Time on the page and bounce rate
Keep in mind that Amazon can measure all of a customer’s interactions with their website, so it’s easy for them to track page time and bounce rate statistics in detail.
Here’s exactly what these similar but different measures mean on Amazon:
- Time spent on the page:
Amazon estimates the time a customer spends on your product page is a good indicator of their interest in your product. A customer who reads the full description of your product, reviews reviews, and investigates questions and answers is much more likely to buy than one who spends a few seconds going through the features.
A “bounce” occurs when a customer searches, visits your page, then returns to the search results or clicks on a related product offering. Keep in mind that Amazon has a much more accurate measure of bounce rate than Google, again, because all user activity occurs on their platform.
8- Completeness of the product list
Finally, the last conversion measure to optimize is the completeness of the product. The different sections of the product list have mainly to do with relevance, as you will see below, but the completeness of the amazon product sheet has an effect on the conversion rate.
In general, the more complete your ad, the better. Do your best to fill in all the fields on the product configuration page to maximize your chances of appearing at the top of product search results.
Relevance ranking factors
In Google, you want a concise and engaging title with your keyword from the start.
On Amazon, all you care about are the keywords. You want to pile up as many keywords as possible in about 80 characters.
In fact, you can go beyond 80 characters if you want, and it’s better to have too many keywords than too few. I saw products at the top of the list with titles that make no sense and that have more than 200 characters:
Note that Amazon is starting to crack down and normalize product titles – keep your eyes open for the future ….
10- Characteristics / Bulleted list / Bullet Points
The other big reason why this particular Nexus charger ranks so high is because it has a lot of keyword rich and informative functionality. The features, which are displayed as bullet points just below the product price and options, are an absolute necessity.
As with the pictures, the features are so important that Amazon no longer allows products without chips to be shown in the purchase box, and not having them is a serious obstacle to ranking well on Amazon.
Another good example of the correct use of bullet points is this arm, support for computer screen:
Notice how the bulleted list is both extremely detailed and contains a ton of keywords. At the same time it is easily readable, which means that they will not confuse customers and will not harm conversions. It would simply fail to put a few emojis in front of each chip in my opinion to relieve the eyes.
11- Product description
The description of your product is basically where you develop your features. It’s also the part of the page that you have the most control over. If there is somewhere where there is really a lot of effort to be made to get involved, it is in the description of the product.
That said, keep in mind that unlike Google, there is no benefit in having a keyword appear multiple times on the product page; if it appears at least once in your product list, you will be able to position yourself on it.
If you want to see a really “AMAZING” product description, take a look at that of drone. I ordered it personally and I recommend it!
The description is just amazing and that’s what made me click “buy this item”.
There’s nothing crazy about this product sheet – they just cover all the basics. It is complete, inviting, easy to navigate, includes many images, captions and even additional technical specifications which are not listed in the normal specifications section (which we will discuss in more detail below).
12- Manufacturer’s brand and part number
Something that each of the best products specifies is the brand and number of the manufacturer first in the product title. In fact, if you do the research yourself, it is not until the 20th result that Amazon shows us a list of products without the brand and manufacturer number included in the title.
You always, always, always, always want to include a brand in your title because it allows your product to search filters AND allows you to capture customers looking for a specific brand. And if you find yourself in a niche where customers use the manufacturer’s number to search for products, you definitely want to include that keyword in your title.
However, this strategy works for well-known brands.
Personally, I put my keywords first and then my brand.
Nothing official, but either there is a weighting of the first words, or it will come from Amazon A9.
13- Technical characteristics
This is the part of the page where you list the technical and physical details of your product.
The last tab on the creation or modification of a product on amazon seller central fr.
This includes size, shipping weight, color, date of publication (if you are making books), technical specifications and more. You can see this top-notch product for the search term “macbook computer support” by making maximum use of their product specifications:
14- Category and sub-category
You probably didn’t know that, but once a customer enters a category, all other searches they do on Amazon will, by default, be limited to that category.
Take a look at the example below:
You can see here that a simple search for “dog food” actually takes us to three categories in the Amazon product catalog, indicated by the red lines in the image above. The blue box indicates that we will stay in the dog food category until we return to the home page or manually tell Amazon to show us all the departments.
When making your list of products, be sure to place your product in the most relevant and narrowest category possible.
15- Search terms
In addition to the categories, you can also specify the search terms you want to associate with your product.
Even if Amazon lists five different search term fields of 50 characters, you’d better think of it as a large 250 character text box where you can enter all the possible search terms you can think of for your product.
It’s a bit complicated to explain, we’re preparing a dedicated article on this subject.
16- Source keyword
This is one of the biggest hidden ways in which Amazon determines the suitability of an ad for a given product search. It’s also another example of how Amazon tracks every detail of a customer’s activity on their website. Take a look at this URL that links to a list for a yoga accessory, and see if you can tell me which search term I used to find it:
https://www.amazon.fr/YOGATI-Antid%C3%A9rapant-Ecologique-Toxique-dalignement/dp/B07ML1VMPD/ref=sr_1_5?__mk_fr_FR=%C3%85M%C3%85%C5%BD%C3%95 % C3% 91 & keywords = mat + yoga & qid = 1560431976 & s = gateway & sr = 8-5
You can see the source keyword right at the end of the URL – & keywords = mat + yoga – which tells Amazon that the source keyword was “yoga mat”.
Therefore, if I were to buy this mat, Amazon would know that this list is very relevant to the term “yoga mat”. The next time a customer searches for this term, this list is more likely to be ranked at the top of the list simply because by searching for this keyword, there is a conversion so the relevance is checked.
Here is a good little Amazon hack ranking ranking you can do to take advantage of this factor:
- Build a URL for your product list using the query[&keyword=your+keyword] (add the code in brackets to your product URL);
- Use a link shortening service like bit.ly to create a shareable link to this URL;
- Direct traffic to the shortened link.
Now, every time you make a sale from one of these links, you are deceiving Amazon by telling it that the sale was made with a specific search word.
Update 2019: Super URLs no longer work. Thank you for reading our article on the subject.
Customer satisfaction ranking factors
17- Negative comment from seller
Why do I list negative comments from sellers in particular, as opposed to comments from sellers in general?
Interestingly, Amazon actually pretends not to follow positive feedback from sellers; at least not in the interest of their product classification algorithm.
Instead, they track sellers’ negative feedback rates, or frequency. No matter how bad the feedback is – any negative feedback is the same, and everything counts against you too in terms of ranking the search results.
To be clear – as a third party seller trying to win the shopping box (shown below), you want your seller feedback to be as high as possible. However, the negative feedback rate is the only measure that has a known effect on product search results.
18- Order processing speed
Amazon knows that one of the best ways to make customers happy is to ship quickly and accurately. Therefore, a supplier or seller who has demonstrated consistent and efficient order processing is more likely to rank higher than a supplier who has complained of inaccurate or slow deliveries.
Customers hate it when they want a product but can’t get it. One of the most common ways to resolve this issue is when an item is out of stock, or when a seller does not keep proper inventory tracking.
Whether you are a first seller or a third party seller, it is essential to keep your inventory in stock to maintain a high ranking, both in the search results for A9 products and in the purchase box of your product.
Two of the main indicators of customer satisfaction are the percentage of orders refunded and the percentage of cancellation before execution. In both cases, Amazon has found that sellers with low inventory rates tend to have higher refunds and cancellations, which is obviously bad for customer retention. This principle is especially for sellers Amazon FBM (Fulfillment by Merchant ”or (Shipped by the seller) because with Amazon FBA, stocks are up to date.
20- Percentage of perfect order (POP)
POP is a measure of the number of orders that go smoothly from the moment the customer clicks on “Add to cart” until the product arrives at his home.
If you have a high perfect order percentage, it means you have a high stock rate, accurate product lists and fast delivery. This is exactly what Amazon wants for each of its customers, so they will naturally rank the most popular sellers before the less popular ones.
Don’t forget customer satisfaction!
21- Order defect rate (ODR)
ODR is basically the opposite measure of POP.
Whenever a customer makes a complaint with an order, it is considered as an order defect. Here are some of the most common ways in which an order can be faulty:
- Negative feedback from buyers;
- Guarantee request from A to Z;
- Any type of shipping problem;
- Chargeback by credit card.
Each of these examples alone would count for your order defect rate, which is the number of order faults relative to the total number of orders executed over a given period of time. Amazon says all sellers should aim for an ODR of less than 1%.
Important! Negative comments removed by the buyer do not count towards the calculation.
22- Exit rate
How often does a customer view your ad and leave Amazon? This is your exit rate.
If your page has an above average exit rate, Amazon takes this as a sign that you have a poor quality ad. Usually, a high exit rate is due to the fact that your product has a low stock-in-stock rate, or because your ad is not completely complete.
23- Packaging options
It’s a measure I didn’t think Amazon used for ranking, but recently I’ve seen things like this in product search results:
It is clear that packaging options are something of concern to Amazon customers. But even if it doesn’t, it’s a great way to separate your ad from other similar products (and get higher rankings with a higher conversion rate).
One simple way to do this – as in the example above – is to use Fulfillment by Amazon to deliver frustration-free packaging. This is where Amazon uses less packaging and fully recyclable materials without sacrificing product protection.
This article is dangerously close to 5,000 words, so I know many of you will probably not read it all and probably never will. Is it good, will I forgive you? … Maybe 😉
Main points to remember to properly reference your products on Amazon:
- Maximum RPC (revenue per customer) is Amazon’s primary goal;
- The Amazon ranking algorithm uses conversion rate, relevance and customer satisfaction to rank products;
- Fill in as much of your product list page as possible, using as many keywords as possible;
- Use FBA (Fulfillment by Amazon) to automate customer satisfaction;
- Find ways to encourage customer feedback and do everything you can to keep them satisfied, like with AMZcockpit – Cockpitlab for example ;
- Above all: More sales = better rankings = more sales.
There you have it! You now know exactly what Amazon ranking is looking for to make sure its customers are satisfied. All you have to do is work! Because yes we do not become BEST SELLER on Amazon in 3 clicks…
Whether you start on Amazon with a private label or in retail arbitrage, this guide will help you sell well on amazon!
In the meantime, if you have any questions because I haven’t been clear enough, let me know in the comments below that I will answer each of them?
? Feel free to share this pin on Pinterest