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Amazon is now the primary destination for product discovery, many studies and surveys have shown. And where there is demand, there is competition. Now more brands are competing to top those Amazon searches. This is why understanding how Amazon's A9 search algorithm works is critical to your success.
A9 is the system responsible for ranking product results on Amazon, and although it shares some similarities to Google's traditional search engine algorithms, there are many differences that will affect the visibility of your listing.
Optimization for purchase intentions
Users turn to Amazon when they want to buy. This makes the work of A9 relatively simple: the products people are looking at, the surface. Unlike traditional search engines, the A9 system should not consider whether someone is searching for "Stephen King", for example wanting to know more about the author or buy his books. All searches are commercial.
To say it clearly, the goal is to show results that are going to increase sales and margins for Amazon.
To do this, the A9 algorithm "considers factors such as degree of text matching, price, availability, selection, and sales history."
Setting up your products for visibility and sales
Optimization of products for search on Amazon begins before your list goes live. These are customizable elements that you have control over before selling a single unit.
Copy of product detail page: "Amazon matches the information (title, description, and so on) that you provide for a product," states Amazon Amazon Seller Central's listing on the page. Sellers must include relevant keywords within their product listing titles, product descriptions, bullet points in key product features, and backend search terms (keywords hidden by customers that sellers can add to the product's catalog data).
"The number one thing I would suggest for keyword research is harvesting your ad," said Nancy-Lee McLaughlin, director of marketplace search for digital marketing agency Tinuity. "Therefore, look at the keywords that you have historically changed and include them in your product description and title, [etc.] This will actually be the number one piece because you are then driving relative relevance to the keywords that you have already converted. "
Additionally, vendors can experiment with search suggestions to find relevant keywords, added Elizabeth Marston, Senior Director of Strategic Marketplace Services, an associate of McLaughlin, Tinniti's senior director of strategic market services.
Product images and videos: While the A9 algorithm takes into account text such as your title and description, it does not see images. However, images are important for another component: your sales.
Because images can provide customers with the information they need to make a purchasing decision, ensure that your images capture the various features and components of your product. Show your product from different angles and have a high enough resolution that shoppers can zoom in to test it out completely. Adding lifestyle images and a product video can also force it to appeal to potential customers.
EBC / A + EMC Content: Enhanced Brand Content (EBC) and A + Enhanced Marketing Content (A + EMC) allow brand owners to associate their product detail pages with rich content options such as enhanced images, charts and text placements.
As with product images, these augmented content formats are not the factors that A9 specifically evaluates, but can still be very important to your customers and affect your sales. These content formats can increase your sales by 10% according to Amazon, and A9 algorithm products sell well.
Both formats share many of the same characteristics, but the EBC brand is for registered sellers (for brands that are registered with Amazon and are using the platform to sell directly to customers) while A + EMC sellers are central merchants. (Such as manufacturers and distributors) who sell their products to Amazon, who then resell them to customers.
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Cost: Prioritizing products that sell is Amazon's best interest. All other considerations are the same, the lowest priced product will have the highest sales. The price that determines the factors of products comparable to your competitor's products in your organic ranking.
For items that are not trying to compete on price, such as luxury goods, captivating pictures and informative details, you can help tell a fascinating story about your product, McLaughlin said.
Availability: If you are short or out of the list, you can forget about Amazon, your product in the search results. Keep an eye on your sales and be sure to adjust your inventory according to seasonal trends to provide shoppers with a positive experience to stay on the good side of Amazon's algorithms.
Sales matter for A9
"At the end of the day, Amazon is a platform for people to get the products they want, really fast," McLaughlin said. "And so, how does Amazon know what a consumer wants? This is the relative conversion of keywords, and this is actually the root cause of why the velocity of sales is the most important. "
When you have more direct control over your product description, price and availability, success on Amazon also depends on how quickly you are able to convert - which is commonly referred to as "sales velocity". The images mentioned above, along with ads, fulfillment methods and ratings and reviews, and augmented content formats can increase your sales velocity, which will ultimately feed the organic visibility of your listing.
Ratings and Reviews: More and more) customer ratings will help you stand on a crowded page. Keywords that customers use in their reviews can also increase the relevance of your product's text match.
Amazon also rewards sellers who prioritize customer service. Answer negative reviews, customer service complaints and questions in a timely manner.
Advertisement: Buying ads will not naturally boost your organic ranking. However, paid placements take up major slots on the search results page, thereby increasing product listings and sales. Increased sales, in turn, positively impact the visibility of your unpaid listings.
Supply method: "If you have late or missed shipments, cancellations, [etc.], everything kills your seller score," Marston said, "and for each ding, you keep getting less and less, and Getting out of this spiral is harder and harder. Poor seller performance, which means that your listings get suppressed. "
One of the ways in which you can get products to customers quickly is through Amazon's own program: Fulfillment by Amazon (FBA). This can be an attractive option for sellers who want to streamline their operations by outsourcing fulfillment, and it also qualifies your products for Amazon Prime Free two-day shipping.
Prime Badge takes advantage of Amazon's own branding for your products and includes your listing when shoppers use Prime filters to minimize results.
Key filters on Amazon's product results page
The FBA adds several fees on top of Amazon's regular seller fees; However, the convenience of free two-day shipping and prime badges is likely to increase your sales, which may justify this fulfillment method.
For sellers who wish to ship from their own warehouses, the Prime Badge is available through Amazon's vendor fulfillment program. There is a stringent set of requirements and a probationary period for vendors participating in this program, and at the time of publication, vendors wishing to register must first join the waitlist.
The most important thing to remember about the A9 algorithm, and what distinguishes it from traditional search engines, is that it exists to facilitate the sale of one. A9 looks at your title and product descriptions to determine relevance, the price you set for purchasing products offered by customers, your availability to ensure that you evaluate the order and the velocity of your sales How much are you making Amazon.
Together, these factors create a flywheel effect where improving one element of your product marketing also increases sales velocity, which in turn, improves the visibility of your listing.
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