As an Amazon seller, you want to reach as many interested shoppers as possible. The key is understanding how Amazon decides where your products appear in search queries that originate from its platform.
Amazon uses a formula called an Amazon BSR to help it determine which listings are first shown to shoppers. Amazon says that its “Best Sellers Rank is based on Amazon sales and is updated hourly to reflect recent and historical sales of every item sold.”
The Amazon A9 algorithm focuses on a number of direct and indirect factors to help determine your BSR and Amazon product ranking. However, two of the most important considerations are On-Page Optimization and Sales Velocity (often derived through pay-per-click advertising).
On-page optimization refers to everything from image quality to the relevancy of your listing copy. Sales velocity is all about your number of sales within a given period.
This guide on keyword research, ranking strategy, listing optimization, and A+ content will help give you a basic game plan for quickly improving the click-through and conversion rates that you need to sell in an increasingly competitive marketplace.
Why Does Amazon’s Algorithm Feel Different?
Don’t forget that Amazon is both a search engine and an ecommerce platform.
Look at it this way…
On Google, there may be several reasons why a user is searching “traditional Irish folk music.” They could be doing research for a project, trying to jog their memory about a particular performer, or looking to buy an album.
Unlike Google, Amazon assumes everyone is interested in making a purchase.
That’s why it’s in Amazon’s best interest to match each search with the products that are most likely to end in a sale.
It makes sense, then, that to improve your Amazon sales rank and get the Amazon Buy Box, there is another ranking factor to consider. To precisely reach the right shoppers and convince them to buy, your advertising strategy and product detail page must be fully optimized.
But, there’s a problem where Amazon product optimization is concerned. Many times, Amazon vendors mistakenly believe their listings are completely optimal. Usually, sadly, they are not.
This essay is also meant to equip you with the tools you need to ensure that your Amazon PPC Services and SEO plans are cooperating to maximize sales rather than merely increase visibility.
How Does Amazon’s Product Ranking Algorithm Work?
Amazon’s product ranking algorithm, known as A9, is designed to optimize product listings that best meet customer intent and drive sales. The A9 algorithm evaluates several factors, prioritizing those that increase customer satisfaction and drive conversion. Key factors include:
- Sales Performance History: Products with strong sales history and high conversion rates are more likely to rank higher, as Amazon’s system rewards listings that consistently generate revenue.
- Relevance to Search Queries: Amazon matches product listings with search queries by assessing the keywords in titles, bullet points, descriptions, and backend search terms. Ensuring relevant keywords align with popular search phrases improves visibility.
- Customer Reviews and Ratings: High ratings and positive reviews play a substantial role in ranking, as they signal trust and quality. Products with frequent, high ratings may rank better than those with mixed reviews.
- Pricing and Competitive Position: Amazon values competitive pricing, as customers are often price-sensitive. Lower prices, especially for similar items, can help products gain a stronger ranking.
- Image Quality and Quantity: High-quality, well-lit images that clearly show the product from multiple angles are essential. Amazon’s guidelines recommend a high-resolution main image and supporting images to illustrate the product’s uses and details.
These factors all combine in Amazon’s A9 algorithm, where sales volume remains one of the most influential factors. Continuous sales create momentum, helping products move up in search rankings, further increasing visibility, and driving additional sales.
What is Amazon’s Best Sellers Rank (BSR) and How is it Calculated?
Comparatively to other products in its category and subcategories, Amazon’s Best Sellers Rank (BSR) gauges the sales performance of a certain good. With more weight on recent transactions, BSR is determined depending on both current and historical sales data and is updated hourly.
A lower BSR number indicates a higher volume of recent sales, signifying that a product is among the top sellers in its category.
Key points to understand about BSR include:
- Category-Specific Ranking: BSR is specific to each category and subcategory. A product can have multiple BSRs if it belongs to more than one subcategory.
- Influence of Recent Sales: While long-term sales data is considered, BSR heavily favors recent sales. This emphasis means that products experiencing a surge in sales (for example, due to promotions or seasonal demand) can achieve a better BSR temporarily.
- Comparison Tool: BSR serves as a competitive metric, allowing sellers to gauge their product’s popularity compared to others in its category, helping inform pricing, marketing, and promotional strategies.
What’s the Difference Between Amazon’s BSR and Search Ranking?
While both BSR and search ranking reflect a product’s success on Amazon, they serve different purposes and impact a listing differently:
- BSR: The Best seller rank is a numerical indicator of sales performance within a specific category. A lower BSR signifies higher sales volume compared to other products in the same category, making it useful for understanding product popularity.
- Search Ranking: Search ranking determines a product’s visibility in Amazon’s search results for specific keywords. High search ranking depends on factors like keyword relevance, conversion rate, pricing, and reviews, in addition to sales performance. Unlike BSR, search ranking is not solely about sales volume but focuses on how well a listing matches customer search intent.
In essence, BSR reflects sales success within a category, while search ranking represents visibility in search results. A product may have a high BSR due to strong sales in its category but might still rank lower in specific search results if it lacks relevant keywords or if competitors have better keyword optimization.
Optimizing for both BSR and search ranking helps sellers maximize visibility, category positioning, and overall sales on Amazon.
A Great Amazon Rank Begins With Keyword Research
How do you get your Amazon product listing in front of the right shoppers? It starts with understanding the intent behind the searches that lead to your product.
Any ranking approach depends on keyword research. It helps you to produce material fit for your target audience by revealing what they search for. Understanding keyword relevancy, search volume, and competitiveness can help you to choose subjects that generate natural traffic. Keyword research puts you ahead of the industry, explains search intent, and reveals fresh content opportunities.
These are the basic steps:
- Create a List of Seed Keywords: Begin with short phrases (1-3 words) that describe your product. If you need ideas, use Google’s related search terms.
- Explore Amazon’s Search Bar Suggestions: Enter your seed keywords into Amazon’s search bar and note the autocomplete suggestions. These suggestions indicate popular search terms used by Amazon customers.
- Utilize Keyword Research Tools: To assist you choose the most pertinent keywords for your product, software tools including Jungle Scout and Helium 10 can offer insightful information on search volume, related keywords, and other criteria.
- Focus on Relevance: Track Your Findings: Keep a list or spreadsheet of the keywords you discover for further analysis and prioritization.
Create Keyword-Rich, Customer-Focused Listing Content
Once you’ve determined which keywords you should include in your product information and how to best utilize them in your ad campaigns, the next step will be to incorporate them into your listing content. This will help you improve your organic Amazon ranking because it will spike the relevancy of your listing in the eyes of the Amazon algorithm.
There are four opportunities to weave your keywords into your Amazon listing:
- Product Title
- Key Product Features
- Product Description
- Backend Search Terms
Remember that you’re not just writing for the Amazon algorithm. You’re writing for (human) Amazon shoppers. To rank well, you need to strike a balance between SEO copywriting and persuasive, customer-focused language that appeals to your target audience. Amazon has recently adjusted its algorithm to favor listings that appear to be written for people, not computers.
Take Advantage of Amazon A+ Content
Amazon A+ Content is an often overlooked yet highly effective way for sellers to boost their brand, increase conversion rates, and improve rankings on Amazon.
This premium content feature allows Amazon Brand Registered sellers to enhance their listings with engaging images and text. Although Amazon claims A+ Content can increase sales by up to 10%, the impact may be even greater when fully optimized. By highlighting product features and benefits with scannable text, A+ Content makes listings more compelling and can appear in Google search results.
Most importantly, the sales velocity boost helps products rank higher in Amazon’s search algorithm. Sellers who overlook this powerful tool are missing out on an opportunity to stand out in the competitive Amazon marketplace.
Lifestyle Images Help Shoppers Connect the Dots
High-quality lifestyle images showcase products being used in real-world settings and help bring listings to life.
Lifestyle images allow shoppers to visually see how a product can fit into their lives before making a purchase. This helps set proper expectations about product size, functionality, and overall look and feel.
As a result, lifestyle images can help reduce returns from customers who realize a product does not fit their needs only after receiving it. Lower return rates help sellers maintain healthy metrics that influence future sales.
Furthermore, compelling lifestyle images capture shoppers’ attention, convey product value, and drive conversion rates. Sellers who incorporate strong A+ lifestyle imagery give shoppers a better customer experience while also boosting their own sales performance.
Don’t Forget Amazon A+ Video Content
One especially valuable component of A+ Content is video. Video content can capture shoppers’ attention and convey key product selling points. High-quality demonstration videos visually showcase how a product works and what makes it better than competitors.
Videos help shoppers make informed purchase decisions and can significantly influence conversion rates. Sellers who take advantage of A+ video give their listings a competitive edge.
Create an Emotional Connection with Amazon Brand Story
The Amazon A+ Content Brand Story spotlight is a powerful tool for sellers to make lasting connections with customers and stand out from the competition. Named “From the Brand,” this special part apart from the product description lets you highlight the genesis narrative, basic values, and special differentiators of your brand.
By telling your brand story, you may establish an emotional relationship with consumers that transcends just product sales. It fosters brand loyalty, affinity, and trust that inspire return business. The Brand Story space also provides additional real estate to promote cross-sells to other products and link to your Amazon storefront.
Unlike other forms of premium content, the Brand Story is free to access for Amazon Brand Registered sellers through the A+ Content Manager. You can seamlessly incorporate the Brand Story alongside enhanced images, videos, and text to create the full A+ Content experience.
Leveraging the Amazon A+ Content Brand Story gives your catalog a competitive edge. You can use the feature to authentically communicate what makes your business special and win over customers in Amazon’s vast marketplace.
How Keyword Strategy Helps Save On Ad Spend
Advertising on Amazon can quickly become expensive if you don’t approach it with a smart strategy that incorporates the right keywords and phrases to optimize your ads to deliver conversions and sales.
You’ll build sales velocity by optimizing your Amazon PPC ads, and those higher sales will translate into better ranking.
When it comes to Amazon advertising, it doesn’t matter if you’re talking about sponsored products, sponsored brands, or sponsored display, the Amazon ranking algorithm wants to SEE that you’re connecting the dots for its shoppers in a clear and concise way.
Your Amazon best sellers’ rank depends on it!
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