Let’s face it, Amazon is the future, they continue to break into different markets and revolutionize the industry. But don’t forget about where they started, selling products online. Businesses utilize the service to reach potential customers that they may not get to one other platforms.
Just throwing some items up on Amazon is a great start. However, unless you have a one of kind item you’re going to have to compete with other sellers. So how do you outrank the competition and get your product to show at the top results?
It Starts With Amazon’s A9
This is the algorithm Amazon uses to rank products. Currently the algorithm is rather simple, in the sense it ranks listings based on keywords. Now as it progresses it will focus more on how the user has searched in the past, along with what users find useful. Amazon’s goal is to get a user to make a purchase, thus getting the users the right item will result in more purchases.
Now there are many different factors that Amazon considers when ranking items. However, one of the most influential is sales rank, or number of sales. As you scroll through search results you’ll notice many of the top listings have the #1 Best Seller banner. The sellers ranking higher are getting more sales, and the sellers who are getting more sales are ranking higher. Now there are ways for new sellers to break into the top rankings, but it does take work.
Reviews From Customers
It should be fairly obvious that items that have better reviews will show up higher. Now just because you have all 5 star reviews doesn’t mean you’ll be at the top, as this article has exampled. A survey done by INC shows that 84% of consumers believe online reviews as much as their friends. Amazon knows users want reviews, this is why it’s such a big factor when it comes to ranking.
Having the lowest price won’t get you at the top, unless you’re the cheapest and users sort price low to high. Now Amazon understands consumers want to find the best deal. With this in mind their algorithm will often show which products are priced best within their additional item sections. These are the sections that are on item pages, often found half or near the bottom, and are related to the item you are viewing. Users can simply click add item to add to their purchase. For instance, if you are looking for paint brushes some suggested items like canvas and paint will pop up. If your items are priced well, decent reviews, quality answers, etc. Chances are you’ll be listed.
Replies to Questions
Now Amazon hasn’t come out and said answering questions will reflect on where products rank. However, Amazon will show answered questions within a listing along with mentioning how many questions have been answered. Answering questions that users have will indirectly influence the rankings. For instance, if a user asks a question, receives a quick, helpful answer they will likely purchase the product. This helps the number of sales increase, thus increasing where the product shows.
Making sure the keywords and descriptions you are using are relevant to the search is vital. Just like in regular search engine optimization it’s important to make sure the phrasing for items are relevant. In other words if a user is searching for a specific item they want to be shown that item. They don’t want something close, or similar. If you’re selling mens bathing suits, don’t tweak your ads that are selling surfboards to show for the term ‘bathing suits’.
Quality Descriptions & Specifications
Building off the points above, an important factor to being relevant is having descriptions, titles, and specifications that are put together well. This means providing users with accurate information which will help them make a purchase. Items need to have detailed specifications which utilize keywords, letting users know exactly what they are getting. This section can be kept simple, just remember to be thorough. Find the right amount of information to add in without being spammy.
Amazon doesn’t want to show users items that they cannot buy. This is why items that are in stock will show higher in the search results. Many sellers will limit the number of items they have available to entice users into making a purchase. No one wants to miss out on a particular item. Amazon has found that sellers who have lower inventory often experience higher returns and cancellations.
Another point to touch on is how users prefer to order items that are available on Prime. It’s estimated there are nearly 65 million users who have subscribed to Prime. Offering your items on Prime will not only help you seller faster, it can help increase your position.
An easy way to keep items available along with on Prime is send your items to a fulfillment center. Fulfillment by Amazon allows for sellers to supply their items at an Amazon warehouse and once ordered Amazon sends out the item. This allows for items to get to consumers faster since warehouses are located across the US.