Amazon is rightfully considered a giant in the world of online commerce. With more than 1.9 million sellers and 300 million active customers, the competition grows tougher every day. But how do you attract attention to your products in this vast digital marketplace? The solution is straightforward: mastering Amazon’s search algorithm is essential. This article will explain what the algorithm entails, the main aspects that impact product rankings, and how you can apply this understanding to enhance your sales performance.
The Importance of Understanding Amazon’s Search Algorithm
Every day, more entrepreneurs and sellers are striving to join the Amazon platform. However, the competition is fierce. Statistics reveal that 30% of users explore beyond the first page of search results, and 65% of buyers opt for products further down the list, not just the first one they encounter. In other words, the better your product ranks in search results, the greater the chance of converting views into sales.
Understanding the A9 and A10 Algorithms: What Are They?
Amazon uses a complex system to rank products, evaluating several factors to show users the best results. Initially, this process was handled by the A9 algorithm, but in 2020, a new A10 algorithm was introduced, which placed more emphasis on organic search and customer interaction. Now, let’s explore the crucial elements to keep in mind when optimizing your products for both algorithms.
The A9 Algorithm: What Matters for Ranking
Before 2020, the A9 algorithm was the main tool for evaluating products based on the following criteria:
- Conversions: The higher the percentage of users who made a purchase after viewing the product page, the higher the ranking.
- CTR (Click-Through Rate): A high CTR indicates the attractiveness of the product.
- Product Quality: Products that sell well and have positive reviews climb faster in search results.
- Paid Advertising: Using PPC (pay-per-click) ads helps draw attention to new products, but its role decreases with the A10 update.
- Sales History: Products with a successful sales history are more likely to rank higher.
- Seller Authority: Seller reputation plays a major role in product rankings. Reviews and seller ratings can make a big difference.
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The A10 Algorithm: An Update That Changed the Game
The algorithm was updated to A10 in December 2020, bringing with it a number of significant changes. Now, A10 emphasizes the following factors:
- Organic Sales: Sales made without the help of paid advertising are more important.
This requires sellers to focus on quality SEO within the platform.
- Reviews and Seller Rating: How customers rate your store and how you interact with them matters a lot for A10.
- External Traffic: Referrals from other websites (such as social media and blogs) are becoming an important ranking factor.
- Keywords: It’s crucial to use up-to-date and relevant keywords in product descriptions to match buyers’ search queries.
- Statistics: Every position on Amazon’s search results page plays a crucial role. Studies indicate that the top three positions account for 64% of all clicks. If your product appears on the second or third page, your chances of selling it decrease drastically. This highlights the importance of how effectively your products are optimized for search in determining their competitiveness.
How to Improve Your Ranking on Amazon
Optimize Product Listings.
To get to the top, it’s essential to properly format all elements of your product listing.
Here are a few steps to improve visibility:
- Title: Make sure your title is clear and contains important keywords.
- Images: High-quality images of products are a must for successful sales. On Amazon, professional photography is highly valued.
- Description: Use clear, concise, and informative descriptions. Include keywords to match search queries.
Work with Reviews.
Reviews play a huge role in building your reputation as a seller. The greater the number of positive reviews, the better your chances of securing a sale. According to research, 84% of shoppers trust online reviews as much as personal recommendations. This makes every customer’s opinion valuable to your business.
Organic Traffic Matters More Than Discounts.
Although discounts and promotions still play a role, the A10 algorithm now focuses more on organic traffic. This means sellers need to focus on optimizing their listings and attracting buyers through natural search queries rather than solely relying on paid ads.
External Traffic.
Another key point is external traffic. Referrals from social media, blogs, and other online resources are becoming an important factor for rankings. It is recommended to use platforms like Instagram, Facebook, and TikTok to attract attention to your products.
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Example of a Successful Strategy
The company Image 3D, a manufacturer of retro toys, reached out to the SEO agency Thrive for help. They enhanced their product pages by refreshing keywords, updating images, and refining descriptions, while also initiating PPC campaigns. The result? As a result, their sales grew by an impressive 350.26%.
Amazon’s search algorithm is a complex and constantly evolving system, but understanding the main factors that affect ranking can significantly improve your business results. From high-quality listings to working with reviews and driving external traffic, all these elements play an essential role in improving the visibility of your products. Remember, a successful SEO strategy requires time and constant improvement, but the results will pay off many times over.
