By Misha Pabari | Marketing Assistant

As an authorised Amazon seller for more than 70 brands across a variety of categories, we work with product listings every day and understand the importance of the Amazon A9 Algorithm when optimising content. 

Driven by an organic product ranking algorithm called Amazon A9, the marketplace platform uses direct and indirect factors to match customer search queries to product recommendations. Understanding what it takes to move your product listings up the Search Engine Ranking Page (SERP) is essential to sellers who may be facing the problem of extra inventory lying unsold in warehouses and allows sellers to avoid any potential missed revenue by driving incremental sales. 

With that in mind, here are our tips to increase your product ranking and drive organic traffic to Amazon listings. 

First impressions matter

Products titles on your listings are often the first impression your customers will have of your brand when searching for products on Amazon and therefore carry heavy importance when it comes to optimising your listings. Consider including details such as brand name, product line, special features and quantities when creating your listing. The Amazon A9 algorithm picks up on any top keywords used that help your ASINs stand out from competitor sellers.

Amazon Seller Central’s help resource site further reiterates this: “By providing relevant and complete information for your product, you can increase your product’s visibility and sales”. Keep in mind however, when generating product titles, you should think like a computer but write for humans. 

Organic search terms: what does the Amazon A9 Algorithm search for?

Plenty of consumer surveys have shown that a large majority of digital shoppers now start their searches on Amazon. In fact, Practicology's recent consumer poll on Australian consumers' attitudes to Amazon showed that 55.9% of visitors used the site to check the price of products, and 35.1% looked for product information or reviews.

Back-end search terms, although not visible on product display pages, are hugely important as they are indexed for search by the Amazon A9 algorithm. We recommend putting yourself in the customer’s shoes to think about how they might initially search for your product on the marketplace, and ensuring the relevant back-end search terms are found within your product descriptions. However, be cautious not to simply repeat information already provided within your product title, description and features as this won’t improve your organic product ranking.

Image creativity is key

Showcasing your brand well with high-quality, attractive imagery is best practice irrespective of the ecommerce channel you’re selling on. Product imagery impacts conversion rates on SERPs, as well as the click-through rate of your product listings. Utilising all nine additional images alongside your main product image and making sure they’re optimised for mobile users is encouraged.

Be imaginative – use various angles, incorporate lifestyle images and short text outlining special features. Put the customer first and try to visually highlight your USP through imagery to set your listings apart from competitors. 

A better digital shopping experience

By creating Amazon enhanced content (also known as A+ content), brands can offer customers a better digital online shopping experience. High quality premium A+ content uses integrated videos and enhanced visuals amongst other interactive features to increase consumer confidence. Get your content right; and you as a brand are given the opportunity to educate customers about your product benefits and attributes and make a stronger first impression to stand out of from the millions of other products listed on Amazon. 

Customer satisfaction ranks you higher

The Amazon A9 algorithm considers customer ratings when determining whether a product is worthy of a higher spot on SERPs. Conversion is an important factor in this; the better the feedback you receive as a seller, the more likely it is that your listings will have a higher-ranking position. We recommend having a minimum of five ratings for every product you sell on the site and using your customer service team to respond to negative reviews. 

While our tips aim to help you to establish yourself as a reliable brand on Amazon, with best-practice guidelines ever-evolving, we recognise this is no easy feat. The sheer size and scale of Amazon will mean that if you get your product listings, marketing and SEO right, your brand is more likely to be exposed to a larger number of prospective customers, even if your category is not one of the bigger ones. 

Practicology offers a free Amazon Audit service, to help benchmark your brand’s presence on Amazon and provide you with recommendations on how to improve your marketplace strategy. Contact us today at hello@practicology.com for more information on how we could support your brand on Amazon.

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