As an Amazon seller and understand the basic principles of Amazon SEO, you know that the most important factor affecting Amazon's A9 algorithm is Sales. But how do you actually improve your product rankings, especially when you're among sellers who have a slew of great peers?
In this sharing, I will discuss with you the advanced SEO strategy of Amazon's A9 algorithm and how we can create an effective tactical system to improve our product rankings.
Relevance + Conversion Rate = High Ranking
We must know that the role of the A9 algorithm (A9 Algorithm) is to help Amazon calculate and recommend product rankings. Building Amazon rankings depends on two key factors: Relevancy and Conversions. The first factor (Relevancy) requires the ranking to be considered relevant by Amazon. For example, if you are selling Slow Cookers on Amazon, Amazon first needs to confirm that your product is a product related to the keyword slow cookers. If the two are not related, then Amazon will not rank the product.
The second factor (Conversions) is obviously better for product ranking. Once our product is considered relevant, the key to getting the product to rank better is to create a high converting listing. All other things being equal, listings that convert more often rank higher than those that convert less.
The image above comes from a declassified Amazon internal ranking report. From this report, we can see that Amazon precisely tracks the percentage of time buyers click on Listings, continue to add to cart, and actually purchase percentages for each keyword.
By understanding the difference between relevance and conversion rate, we can become comfortable in the A9 algorithm. The key is:
How do we get our Listings to be seen by Amazon as being relevant to a certain keyword?
How can we increase the conversion rate of Listings?
Build Relevance for Listings
Amazon defines relevance through the Sponsored Products API, which is a treasure trove of useful information:
Products are ranked based on the following criteria: the frequency of the keyword in the product description; the position of the keyword in the product description (higher ranking when the keyword is included in the product title); if the keyword has multiple Words, then, How closely they are in the product description; and how often shoppers find this product with this keyword and make a purchase.
Amazon tells us very clearly that while the keywords in the product title are most important for relevance determination, the keyword density (not just a presence) in the product description is equally important. At the same time, you also need to pay attention to the tightness of the keywords. Let us use the keyword high intensity flashlight to illustrate this rule:
But at any time, let’s not fool ourselves about relevancy. In fact, the frequency of purchases in Amazon’s definition of relevancy is the most important reference standard.
How to quickly establish relevance between Listings and a certain keyword? The most important thing we need to do is to get a large number of potential buyers to buy our product after searching for this keyword. From a declassified internal Amazon search report below we can see that 15.03% of the time when buyers search for tactical flashlight they click on a PeakPlus seller's Listing. 5% of the time when shoppers search for tactical flashlight they go ahead and buy this item (note a nearly equal cart addition rate, signifying a very low cart abandonment rate for this item).
But if it is a brand new listing, meaning that the product has no conversion rate, how does Amazon rank it? Amazon will offer a ranking privilege to new listings for a limited period of time (this window is also known as the Listings honeymoon period). Every time we put a new product on the shelves, Amazon analyzes the keywords of the listing and other data to measure and guess whether people will buy the new product. Once this window has passed, Amazon will rely primarily on conversion rate data to rank items. This limited window period generally lasts one month.
When new products get this privilege, it is very easy to improve rankings on keywords. We can lay out those keywords that we want to rank higher in the product title, five elements of selling points, product details and background keywords. The weights of the keywords appearing positions are ranked as follows: product title > five elements selling point > product details > background keywords. It is very important to maximize this window to generate a lot of effective conversions for our products on keywords. Unless buyers buy our products after searching for these keywords, we will miss out on a great opportunity to build keyword rankings.
One of the reasons why the free window period obtained by this seller is so important for the operation of new products is that it has a very obvious effect of ranking up. So remember, don’t make new ones just for the sake of new ones. A listing that looks like MVP (Minimal Viable Product, the lowest quality product) is not beneficial to our operation. For example: a product main image prepared at will, no The five-element description of the key points, etc. Let's stick to this principle and don't put a product on the shelf until we've created a perfect listing. In the meantime, let's stay sensitive to the Amazon SSD (Start Selling Date) parameter, as our window period will officially begin on this day.
Choose the correct product category
In the past, many sellers may deliberately choose the wrong category with less competition to boost their category sales rankings. But today, this tactic has failed and will no longer be effective and may also degrade your Amazon SEO efforts.
Many sellers know that Amazon products can have many categories/nodes in the past. However, now item categories/nodes are completely based on item_type_keyword, and each item can only have one item type keyword. The obvious effect of this rule is that we cannot improve rankings for keywords that are not related to the product category/node. For example, when you sell a Garlic Press with a Carrying Bag in the garlic peelers category, then of course you can rank for the keyword garlic presses and peelers, but it's hard to influence the keyword Ranking of carrying bags.
Conduct effective keyword research
There are numerous research channels for Amazon keywords in the market, allowing us to see the monthly search volume of the keywords.
Except for the honeymoon period, keyword optimization after the product is on the shelves has little effect. Amazon just doesn't care how we optimize our listing for stainless steel garlic press. If no one buys our products through the keyword stainless steel garlic press, Amazon doesn't plan to rank us any higher.
The biggest feeling about keyword research is that it must be earlier than product development, so that we will have the opportunity to develop long-tail keyword products (market segmentation products, and products that are most likely to bring us profit returns). For example, from the data in the above table, we can know that stainless steel garlic press may be a niche product, and the monthly search volume has a certain potential.
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