What Businesses need to know about Amazon SEO for getting their Products Found

Jul 21, 2018

What Businesses need to know about Amazon SEO for getting their Products Found

Many businesses are not aware that Amazon has its own SEO algorithm which determines what products will show up on the top of the search results. Similar to Google’s algorithm Amazon has a logic which makes certain search results rank higher. However, unlike Google, Amazon is not secretive about how this algorithm works.

Certain search results that show up at the top of the first page are neither random nor paid for. Since more than 75 percent of American who shop online use Amazon, it would be useful for any business to have their products listed at the top of the search results. That means 75 percent of American consumers already have their credit card saved in a marketplace and are ready to buy.

What is Amazon SEO?

Amazon’s search algorithm is called Amazon A9 which determines the rank of products in search queries. It looks at what products have already been sold, how many customers buy them back and the relevancy of the content on the product listing.

Another aspect is to check if the product listing has relevant buyer-intent keywords. These are words that the searcher uses while narrowing down the exact product they are looking to buy. For instance, If users search for “OnePlus 5T case,” Amazon can deduce that the user has a OnePlus 5T phone and is for its case, but is not sure which kind or color they want. But, if a user searches for “Matte black ultra thin soft TPU grip OnePlus 5T case with kickstand,” Amazon will know the searcher has narrowed down what kind of case they really want. Hence, businesses need to make sure that their product has the right buyer intent keywords.

There are techniques that businesses can use to leverage Amazon’s SEO to rank higher for particular search queries.

How Do You Make a Product on Amazon Relevant for the Right Keywords?

Just putting keyword on a product listing will not make your product rank higher. There are two other factors that influence your ranking: on-listing factors and seller-account factors.

1. On-listing factors:

Amazon BSR (best seller rank)
Product title
Amazon keywords
Features and bullet points
Other factors

2. Seller-account factors:

Amazon seller feedback
Order processing speed
In-stock rate
Perfect order percentage (POP)
Order defect rate
Exit rate

Amazon will show your products higher on the search results if it believes that you will make a sale and bring repeat customers.

So What can I do to Improve my Amazon SEO to sell more product?

You should go through every seller account factor and product listing factor, understand what they mean and how to influence them. A few areas that can improved right away are:

Get your Seller Account in Order
Know the Buyer Intent Keywords for the Listed Product and infuse it in your Listing.
Solicit Honest Review from buyers by sending Follow Up Emails
Mark your Product at a Competitive Price
Use Amazon FBA so you can offer Prime two-day shipping
Attractive product images
Make your product description comprehensive
Advertise regularly to have a Consistent Sales which influence your BSR
Have a Genuine and Useful Product