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Comprehensive Guide to Understanding the Amazon Search Algorithm

Based on the latest figures, Amazon boasts over 1.9 million selling partners and 300 million active customer accounts worldwide, intensifying the competitive landscape.

To ensure your products stand out and capture the attention of high-intent customers, it’s crucial to master the intricacies of Amazon’s search ranking criteria.

In this piece, we’ll cover all the essential aspects of advertising on Amazon, including the metrics to monitor and strategies for securing top positions on Amazon’s search engine results pages (SERPs).

Decoding the Amazon Search Algorithm

The Amazon search algorithm is a sophisticated framework that facilitates the discovery, ranking, and retrieval of the most pertinent product listings in response to a specific search query. It evaluates multiple variables when determining the placement of products in Amazon’s SERPs, including product listings, visuals, keywords, and customer feedback.

Optimizing for Amazon’s search engine (SEO) can be intricate and time-intensive, but all your marketing endeavors will bear fruit only if your products are discoverable.

Here are vital statistics from Search Engine Journal underscoring the significance of featuring prominently in Amazon rankings:

  • 70% of Amazon patrons seldom venture beyond the first page of Amazon SERPs.
  • 35% of Amazon shoppers select the first product displayed on a search page.
  • The initial three product listings showcased in Amazon SERPs account for 64% of clicks.

In a nutshell, the higher your ranking, the greater your sales potential. However, without a comprehensive understanding of Amazon’s search ranking elements, landing on the first page remains elusive.

If you’re uncertain about devising an eCommerce SEO strategy for your Amazon enterprise, rest assured; you’re not alone. Engaging a seasoned eCommerce SEO agency can significantly impact your Amazon traffic and sales.

Amazon vs. Google Search: Different Approaches

Amazon and Google search engines share fundamental similarities, relying on intricate algorithms and keywords to rank results and satisfy users. Both platforms present two types of results: paid and organic.

The primary distinction between Amazon and Google search engines lies in user intent. Google users are in a mode of exploration and research, while Amazon users are poised for purchasing and typically have a clear idea of what they’re seeking.

Moreover, Amazon and Google employ distinct keyword strategies to attract qualified traffic. Amazon’s keywords revolve around product-centric descriptors, emphasizing benefits and unique features. In contrast, Google evaluates long-tail keywords, page loading speed, and backlinks when determining page rank.

Comparing Amazon A9 and A10 Algorithms

The Amazon A9 Algorithm governs the selection of products for ranking within search results.

Similar to Google, Amazon’s search algorithm doesn’t explicitly disclose its ranking criteria. Nonetheless, experience and ongoing experimentation have enabled sellers and marketers to identify the following key ranking factors:

  • Conversions
  • Click-through rate
  • Inventory depth and breadth
  • Paid advertisements
  • Relevant keywords
  • Sales track record
  • Seller credibility

The Amazon A9 algorithm prioritizes performance and relevance. Products with a robust sales history secure higher placement in Amazon search rankings compared to their counterparts. Similarly, a product listing enriched with pertinent keywords achieves a superior position in the SERPs.

However, algorithms evolve continuously to deliver superior outcomes. In December 2020, Amazon introduced an update to their A9 algorithm, colloquially referred to as A10.

The Amazon A10 algorithm maintains the same ranking factors as A9, but diverges in how it assigns scores to these parameters. For example, A10 places greater emphasis on customer search behavior and experience. Consequently, metrics related to organic product search and overall customer satisfaction hold greater sway than paid advertisements.

While Amazon A9 steers users towards more lucrative products, the Amazon A10 algorithm guides them towards more precise search outcomes.

Factors Shaping the Amazon A10 Algorithm

Sales History

Sales history evaluates a product’s performance over its entire lifespan on Amazon. Products with a consistent sales track record are likely to secure higher placements in search results. Initiating marketing efforts early on can facilitate an escalation in sales and an improvement in Amazon rankings.

Conversion Rate

Much like the Amazon A9 algorithm, the latest update is influenced by the percentage of viewers who go on to purchase a product. A higher conversion rate augurs well for the product’s ranking.

Relevant Keywords

A10 also scrutinizes whether product listings feature pertinent, high-traffic keywords aligning with a potential buyer’s intent. As a seller, it’s imperative to furnish comprehensive information in your listings to ensure your product surfaces in relevant searches.

Pay-Per-Click (PPC) Ads

While PPC ads carry less weight, they remain significant, especially for new product launches. Sponsored ads wield considerable influence by positioning your products at the forefront of targeted search results.

Which Factors Have Gained Significance with A10?

Seller Authority

Customers can furnish two types of feedback on Amazon: seller feedback and product reviews.

Seller authority now commands even greater importance. It hinges on various metrics, including:

  • Seller’s feedback ratings
  • Effectiveness in handling product returns
  • Tenure on Amazon’s platform
  • Catalog size

A robust inventory and a surplus of positive reviews significantly enhance your seller authority. This signals to customers that they can trust you and that you offer value through a diverse array of products.

Organic Sales

An organic sale occurs when a consumer searches for a product and subsequently purchases it from the search results page without any paid marketing or promotional impetus.

With A10 de-emphasizing paid ads, brands must adopt a robust organic SEO strategy. Fine-tuning your product descriptions with pertinent keywords can propel your products in front of high-intent prospects.

External Traffic

A10 underscores traffic directed to Amazon from off-site sources such as blogs and social media platforms.

You can generate off-site sales by promoting your products on social media platforms and by participating in the Amazon Influencer Program.

Click-Through Rate

Click-Through Rate gauges the number of clicks a product receives after appearing on the SERPs. A10 assigns greater significance to CTR, underscoring that compelling product titles and thumbnails now carry even greater weight. Nevertheless, click-through rates should ultimately culminate in conversions.

Strategies for Attaining High Rankings on Amazon

Commence with Amazon Listing Enhancement

Elevating your product listings will not only boost your rankings but also entice users to spend more time on your page and convert.

Here are some elements you should fine-tune:

Title – Non-compliant product titles, according to Amazon’s guidelines, risk being suppressed in search results. Titles should be concise, precise, and incorporate pertinent keywords organically.

Product Images – Given that online consumers are visually driven, your product images should exemplify the highest quality. The primary thumbnail should feature a high-quality image against a white backdrop. Leverage professional photos that meet Amazon’s image specifications. If you’re uncertain, consider outsourcing Amazon marketing services to refine your product photography.

Product Description – Similar to product titles, product descriptions should be informative and easily digestible. Employ keyword-rich bullet points and infuse your copy with engaging language. Instead of merely listing technical specifications and physical attributes, expound on the diverse applications of your product.

A robust eCommerce SEO strategy can persuade the algorithm that your product listing is precisely what your target audience is seeking.

Ease Up on Discounts and Promotions

Discounts and promotions hold more sway with A9 and may not wield the same impact with A10. It’s advisable to concentrate on augmenting external traffic.

In addition to leveraging social media platforms, you can enhance external visibility by collaborating with influencers or bloggers. Having them link to your Amazon products on their pages can lead

 to a steady influx of off-site traffic.

Foster More Positive Reviews

Nothing instills trust more effectively than a steady stream of favorable customer reviews. Studies reveal that 84% of shoppers place as much faith in online reviews as they do in personal recommendations. Moreover, 91% of consumers read online reviews regularly or on occasion.

Feedback directly shapes brand perception and influences consumer purchasing decisions. Crucially, it impacts your seller authority, which bears greater weight in the A10 algorithm.

Encourage customers to submit photo and video reviews whenever possible. Automated review generation tools can streamline the process of soliciting and monitoring reviews. In the event of receiving negative feedback, swift and effective resolution is paramount.

Surpass Sales Targets Through a Winning eCommerce Marketing Approach

Engaging the services of professional Amazon SEO experts is pivotal for achieving higher rankings and elevating your product sales. A dedicated eCommerce SEO agency like Leadshouse.

Leadshouse simplifies the process of advertising on Amazon. Our Amazon marketing services encompass:

  • Establishing seller accounts and seller branding
  • Conducting Amazon account audits
  • Conducting competitor research
  • Devising Amazon review strategies
  • Enhancing Amazon listings
  • Executing Amazon PPC campaigns
  • Managing the Buy Box

Engaging our eCommerce SEO agency affords you the wisdom of seasoned professionals with a wealth of experience. We possess the expertise needed to secure top positions on Amazon and elevate the quality of your listings.

Allow our Amazon marketing services to streamline your operations and enhance your business profitability. Visit our website today to schedule a consultation with our team and discover more about our Amazon SEO services.


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