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Product rankings are the one thing that makes Amazon sellers so competitive against each other. The world is frequently changing, and so is technology, from cell phones to food consumption. Change is the ultimate constant. The Amazon ranking algorithm, also known as Amazon A9, can better prove it.
Amazon is quite different from Google and other search engines as it is focused on selling products. So its algorithm also works differently for the sellers' product ranking. A9 does not decode the searcher's intent or meaning of phrases. But the ranking process is still complicated. It is a daily question that sellers ask about improving my Amazon ranking.
Optimizing according to the A9 algorithm comes down to two main categories, i.e., on-page and off-page optimization. On-page means the content and information you can control on your product page, like using relevant keywords, clear titles, and good product descriptions. The off-page optimization mostly depends on customer reviews, ratings, and overall product performance. In this blog, let's explore the concept behind the Amazon A9 algorithm and how sellers can optimize their product listing and perform well to have the algorithm working in their favor.
What Is Amazon A9 Algorithm?
The Amazon A9 algorithm is what powers Amazon's search engine. It helps Amazon to show customers the right products they want to buy. Hence, sellers should know about this algorithm to succeed in this big e-Commerce giant platform. The unique aspect of the A9 algorithm is that it emphasizes conversion or product purchases.
So, what is A9? The A9 algorithm focuses on how often customers buy a product after searching for it—the ranking values three main things, i.e., product relevancy, sales history, and conversion rate. So the seller's product should match the words customers use to search for it.
The product should have a good history of selling well to rank higher, and how many visitors end up converting buyers of the seller's product after seeing it in the search results. So what goes into achieving more conversion rate that drives the Amazon A9 Algorithm?
Key Factors That Get Amazon A9 Algorithm To React Positively To Your Product:
Sales Velocity
The sales velocity suggests the sales rate at which your product sells on Amazon. A higher sales velocity indicates strong demand and popularity, leading the A9 algorithm to perceive your product as relevant and valuable to customers. It can increase sales velocity; sellers can offer promotions, discounts, and limited-time deals to attract more buyers and boost their product visibility.
The velocity is calculated using average sales data over about 30 days. This estimated timeframe can influence your product's ASIN rankings and momentum. Hence, staying in stock will be crucial as it ensures a steady flow of sales to maintain a good sales velocity that, in turn, improves product visibility.
Sales Ranking
Amazon assigns a Best Sellers Rank (BSR) to each product based on its sales performance within specific categories. Note that a lower BSR indicates a higher sales ranking and better overall sales performance. Products with good sales rankings are shown at the top of search results, increasing their visibility and attracting more potential customers.
BSR only considers how well a product performs within its specific category and subcategory on Amazon. How the formula for calculating BSR impacts Amazon's search ranking is still being determined. But it's believed that it would be the three main factors like recent or past product sales, price changes or promotions, and how it compares to competing products.
Customer Reviews
Another thing that impacts the A9 search algorithm to rank higher is receiving positive customer reviews. It is critical in building trust with potential buyers and affects your product ranking. The most positive reviews your product receives, the more likely Amazon will display it in prominent positions. Hence, you should encourage customers to leave honest feedback through follow-up emails and exceptional customer service.
Use Amazon Vine Program
Sellers can use the Amazon Vine Program, an invite-only initiative that allows sellers to provide free products to a select group of trusted Amazon reviewers. They are called Vine Voices. The positive reviews from these Vine Voices can significantly boost your product's credibility. It may positively influence the Amazon A9 algorithm and improve your product's visibility. It's a legitimate method to gather reviews if you meet specific requirements, like being a registered brand, having a product listing with an image and description, and having available inventory for the product.
These reviews are unbiased so they might give good or bad reviews based on their experience. So, remember, you can't force positive reviews. Besides Vine, you can use various other ways to get reviews, but be cautious of your methods. They should not go against Amazon's terms of service, such as offering rebates for reviews on external platforms.
Product fulfillment Methods
Offering reliable and efficient product fulfillment options is essential to gain an advantage in the Amazon A9 algorithm. Amazon favors products fulfilled by FBA over others because it improves customer satisfaction with fast Prime shipping. More immediate delivery influences better customer satisfaction, which leads to enhanced product rankings and increased visibility in search results.
Amazon PPC
Running well-optimized Amazon PPC campaigns can be a powerful tool to increase your product's visibility. You can bid on relevant keywords, display your product as a sponsored listing in search results, and generate more sales. Increased sales through PPC signal the A9 algorithm that your product is popular and relevant, potentially leading to better organic rankings.
Driving traffic from other platforms
Your effort to drive off-Amazon traffic can also boost the A9 algorithm. Driving traffic from external sources to your Amazon product listing can significantly impact your product's visibility and performance on the platform. Social media, blogs, email marketing, and external advertising can attract potential customers to your Amazon store. It will signal to the A9 algorithm that your product is relevant and popular, which can lead to improved organic rankings.
Listing Optimization
It is crucial to optimize your product listing so it catches the attention of potential buyers and improves click-through rates. Critical elements to optimization include more things than just using the right keywords in the title. You need to put bullet points and product description in the listing that gives you more opportunities to use the keywords.
Also, having clear and appealing product photos is essential. Additionally, you can improve the listing by adding relevant search terms in the backend. All these steps can help your product appear more relevant to potential buyers, increasing their chances of finding and choosing it.
Using EBC or A+ Content
To make your product listing more appealing, use Enhanced Brand Content, also known as A+ Content, on Amazon. It is available for registered brand owners, allowing them to create more visually appealing and informative product listings. It involves adding attractive images and descriptions to showcase your product better.
You can implement eye-catching images, a banner, and side images that attract customers and encourage them to purchase. Creating A+ content that even new sellers can do is quite simple. All you need to do is go to Amazon Seller Central to access the A+ Content Manager and start adding your product-relevant images and text. Amazon may take only 2 to 3 days to approve the designs. Hence, it's a great way to trigger Amazon's search algorithm to improve your product's visibility and boost sales.
Flywheel Effect
Many sellers want to use only one strategy to succeed on Amazon. Various influencers, Amazon gurus, and service providers are striving to find that one approach. They have realized that working together for long-term success on Amazon requires multiple positive effects. This is what creates a Flywheel Effect, which is a positive feedback loop. The Amazon A9 algorithm assesses if your product ASIN meets customer needs through this loop.
The positive loop will stop if the ASIN performance does not align with flywheel requirements. Let's take, for instance, if you focus on getting more clicks, but your conversion rate is low compared to competitors; the A9 algorithm will not book your rank despite increased clicks. Hence, it's crucial to understand that getting success on Amazon involves a combination of strategies that work in harmony to satisfy customers and keep the positive flywheel spinning.
Keyword Research
Like any search engine algorithm, keyword research is essential for understanding customers' words and phrases when searching for products on Amazon. Using highly relevant keywords in your product titles, bullet points, and descriptions increases your chances of having your products appear in relevant search results. The appropriate keywords used in the title and bullet points tell the A9 algorithm what your product is and sets the foundation for the positive "Flywheel Effect" to start.
The reverse ASIN process
Keyword research requires analyzing the competition of the keyword. This can be quickly done using a method called "Reverse ASIN." This process uses software tools that analyze the keywords used by successful competitors who sell similar products.
The reverse ASIN tools can help you identify these keywords that give you valuable insights to optimize your listing. You can easily avoid the less relevant keywords to create a focused list of around 30. Native speakers of the marketplace where you sell here have more advantage in this step over foreign sellers on those platforms.
Use highly relevant keywords
You aim to find at least 80% relevant keywords for your products. It will indicate that your ASIN should match the keywords by at least 80%. The number of keywords you get from reverse ASIN may depend on your product's uniqueness and market. It would be great to understand the customer search behavior and seasonal trends, product-related buzzwords, and industry-specific terms that customers commonly use for successful keyword research.
How To Optimize The Product Listing For The Amazon A9 Algorithm?
Having your product listing optimized is the first and most crucial step for influencing the Amazon A9 Algorithm. The difference between your product listing converting at 15% and 20% is significant. Your cost per sale will decrease, significantly boosting your sales and profit.
Titles
If you want to optimize your product listing for the Amazon A9 algorithm, first focus on the "Titles." Experts recommend keeping the titles within 200 characters and avoiding repeating words. Then start the title with the primary keyword phrase that follows information about the product variation, like the product's size, color, and model. Include relevant words from customer search terms to describe the product. If it's an accessory for a main effect, mention that too. Here is the format you should follow for the title:
"(Main Keyword) – (Variation) – (Words from Customer Search) – (Accessory for Main Product – by (Brand)." A well-optimized title helps customers find your product quickly and improves your chance to rank higher in Amazon search results. So take the time to create compelling, concise, and keyword-rich titles to maximize your product listing's visibility.
Bullet Points
Create clear, concise, and persuasive bullet points highlighting your product's essential features, benefits, and unique selling points. Use the relevant keywords naturally within the bullet points to enhance search visibility. Prioritize customer-centric language that speaks to the audience.
Try to add at least five bullet points you can expand on while explaining the product's benefits. Add keywords that make sense in the bullet points. Make sure the keywords used make sense grammatically. Comply with Amazon's guidelines regarding using claims, superlatives, and promotions in your bullet points.
Product Description
Write a comprehensive but precise product description that complements the information you have added in the bullet points. Sellers can use this section to elaborate on their product features, specifications, and additional benefits of your product that attracts customers.
You can clarify your customers' potential questions about your product here, like the product warranty, what is included in the package, and any accessories or things the customers need to buy separately.
Moreover, this section again allows you to integrate relevant keywords smoothly so the Amazon A9 algorithm can find your product. But avoid keyword stuffing, as it can damage your current ranking. Your goal should be to provide value to potential customers and encourage them to purchase.
Backend search terms
You can utilize all available character limits in the backend of your product listing while using relevant search terms and keywords not in your product description and bullet points. That's how the backend keywords help the Amazon A9 algorithm to index your product correctly and show it in relevant search results. While the seller fills in these search terms, avoiding product identifiers, misleading information, offensive words, or redundant details is essential.
The goal is to use 249 bytes wisely by providing logically ordered, relevant keywords separated by a single space. Use a reliable tool to find high-volume and relevant keywords the competitors use. Once you have narrowed the list, remove the duplicates, brand names, and repetitive words to fit within the 250-character limit. Including these optimized search terms in your listing enhances its chances of ranking higher and attracting more customers on Amazon.
Optimize the product images
Using high-quality and visually appealing product images is crucial in convincing customers to buy your product. The A9 search algorithm will index your product images if they are of high quality, very clear, that look crisp with white background. Your product should occupy as much background white as possible to stand out on the search results thumbnail.
You can add images regarding product call-outs, lifestyle photos, and instructional shots. Follow Amazon's image guidelines and use multiple high-resolution images that showcase your product from different angles. Use descriptive image file names and alt text to include relevant keywords. Moreover, ensure that your images load quickly to provide customers with a seamless browsing experience.
Use Amazon Advertising
Leverage from Amazon PPC advertising platform to increase your product's visibility and sales. Sellers can make the most out of their investment being Amazon sellers by using Sponsored Product Ads, Sponsored brands, and Sponsored Display Ads are practical tools to reach potential customers. So you must conduct keyword research and bid strategically to target relevant search terms to trigger the A9 algorithm.
Regularly monitor and analyze your advertising campaigns and adjust the budget and bids to optimize performance. Amazon's Seller Central can scan your product's performance metrics. Focus on critical indicators like conversion rate, click-through rate, bounce rate, and sales. Analyze customer reviews and feedback to identify areas for improvement. You use this measurable approach to refine your product listing continually.
Conclusion
Amazon's A9 Algorithm is a potent search tool that works hard to help customers get the most accurate and relevant search results. Breaking down how it ranks and organizes results gives shoppers a better chance of finding precisely what they want quickly. We hope this post has helped you understand some of the algorithms behind the platform and that it enables you to make more informed decisions when shopping for products on Amazon. Take advantage of valuable deals and promotions - read the product descriptions carefully before purchasing! And if you need help with orders, simpl fulfillment is here to help. Contact us today to learn more about our services and how we can take your online ordering experience to the next level!
