Amazon has quickly established itself as one of the primary leaders of the e-commerce space and can be a valuable resource to you as you work to build your brand and establish a customer base. Amazon Search Engine Optimization (otherwise known as SEO) can make this possible and employs the use of several algorithms to list your product among hundreds of others. While this may seem overwhelming, there are steps that you can take to optimize your listing based on Amazon’s preferences and make your products the top in the marketplace.
In this article, we’ll be covering exactly how the amazon search algorithm works, contributing factors to your current listing position, and steps that you can take to boost your ranking in their product library to be more visible and attractive to potential buyers.
How Does Amazon’s Algorithm Function?
Nearly every search engine and e-commerce listing site you use employs the use of an algorithm – whether it is intricate, or extremely simple. An algorithm is a tool that can greatly influence buyer behavior, ability to buy, and the speed at which you can potentially sell out of a product. Algorithms are very dynamic and can select hundreds of thousands of listings multiple times throughout the day based on the requirements of the algorithm.
To best understand the implications of the recent “A10” Amazon algorithm update, we must first detail the functionality of the “A9” base algorithm that it was based on.
What Influences Amazon’s A9 Algorithm?
The Amazon algorithm has one goal – to encourage sales on the platform. Because of this, it works tirelessly to curate a list of relevant products based on a variety of factors. Some of these factors are in your control, such as:
- Product description keywords
- Product title keywords
- Price comparison with other competitors in your space
- Availability of stock
- Sales patterns, frequency, and quantities
Other factors are beyond your control, such as client search histories, search parameters input by the seller, and the purchase history of the seller.
Refinement: Influences And Design of Amazon’s A10 Algorithm
Building on the framework that the A9 algorithm began, the A10 algorithm seeks to create a more “fair” marketplace structure, removing some of the original weight that was given to those with Pay-Per-Click (PPC) campaigns for sponsored products.
Now, the A10 framework focuses heavily on consumer behavior and purchase, as well as repeat buyers for your specific listing. While keywords and strategy still hold relevance, the focus has shifted in order to better serve the consumer.
Factors Affecting My Rank In The Amazon A10 Algorithm
The consumer-centric model encourages sellers to focus additionally on:
- Organic Sale: This means that your customer found you completely organically, with no paid marketing effort.
- Click-Through Rate: There are several marketing tactics that you can use to enhance your click-through rates, which tabulate each potential buyer that actually clicks on your listing.
- Impressions: This statistic has to do with how many people are exposed to your listing across multiple channels.
- Seller Authority: This metric measures how active the seller is, the average seller rating, and how long the seller has been on Amazon’s platform.
While there are many components that the algorithm still uses to measure and rank the thousands of available sellers, these four components are some of the most important factors that Amazon will assess when ranking your listing in the search results.
How to Optimize My Rank In The Amazon A10 Algorithm?
There are several ways that you can optimize your rank in the Amazon algorithm. This list focuses on the four most important and valued components that are ranked in the A10 algorithm.
Read on to learn how to employ targeted marketing strategies at little to no cost that can significantly impact your Amazon ranking and rating.
1. How To Optimize Your Organic Sale Rate for Amazon’s Algorithm
You can optimize your organic sale rate quite simply, through optimization of your Amazon descriptions.
As you go through the process, keep in mind that this listing area is likely the only component of your offering that your potential consumer will see. This is because your ranking in this area relies on organic leads, and nothing brought in from Pay-Per-Click (PPC) ad campaigns, or other marketing efforts.
When going through this step, be sure to focus on keyword use and optimization, richly tailored descriptions that speak to your ideal customer, easy-to-read copy, and engaging images. This can pull your customer through the sales process and lead to higher conversion rates. This will add to your Amazon authority ranking mentioned below.
2. How To Optimize Your Click-Through Rate for Amazon’s Algorithm
Click-through rates are closely related to your organic sale rate focus and can be greatly impacted by quality headline creation, engaging copy, and the use of high-quality images. This metric solely focuses on the number of clicks per listing, so create a headline that will inspire them to choose your product as a solution to their problems.
3. How To Optimize Your Impression Rate for Amazon’s Algorithm
Impression rates come down to two things: compelling and relevant copy, as well as graphics and outreach methods.
You can build your impressions by spreading the word about your listing and employing a relevant and efficient marketing strategy. You can work with your marketing team to create a number of assets to boost your score. Some of the most popular include:
- Instagram Reels
- Instagram Carousels
- Facebook Ads
- Instagram Ads
- TikTok Sponsored Posts
4. How To Optimize Your Seller Authority Score for Amazon’s Algorithm
You can be strategic with your seller authority score. Although you can’t control when you first joined the platform, you can strive to increase your ratings by bettering the quality of your product, customer service, and overall seller experience. All of these components, as mentioned above, can greatly benefit your seller authority score.
Sellers Can Harness The Power of The Amazon Algorithm to Increase Sales
Discussion about the algorithm is something that has recently risen in popularity, as more sellers learn how to navigate the algorithm and its preferences with ease. You can use these concepts to greatly increase your chance of a higher algorithm listing for your product, which can assist in your ability to increase conversions and boost your profits.