Amazon is the largest online retailer in the world. It’s an interesting fact that people around the world search for products on Amazon 3 times as many as they do on Google. Since Amazon houses a massive number of products, it’s imperative for them to have the perfect algorithm to determine which of their best products should show up after a search.
How will I ensure that customers will find my product on Amazon?
Amazon has its own internal engine that can be optimized. Amazon uses its A9 algorithm to determine which products should rank up before others. There are a few SEO (Search Engine Optimization) tricks that the seller can use to rank up his products.
Amazon’s A9 algorithm officially says:
‘Our work starts long before a customer types a query. We’ve been analyzing data, observing past traffic patterns, and indexing the text describing every product in our catalog before the customer has even decided to search. As soon as we see the first keystroke, we’re ready with instant suggestions and a comprehensive set of search results.’
What are the factors that affect conversion rates on Amazon?
1. Parent-Child Products
Amazon’s built-in parent-child product functionality directs all customers to a single product page. So, if a customer can expect to find the products on a single page, then you can display them as variations of the same product.
Variation themes include color/name, size/count, color, style, scent, etc. For example: Identical products that vary only by color, a product that is available in various scents, etc.
The benefits of doing this are:
● Amazon tends to give a higher ranking for products which have multiple options in their listing
● This practice will make customers stay on the same page to check out your multiple options and this gives a higher chance for a sale
2. Customer Reviews & Answered Questions
The number of customer reviews and how positive they are affect Amazon ranking. Both are equally important. Take a look at this example:
In the above example:
1. The BISSEL Vacuum (green) has the most reviews and the highest review rating. It’s also a best seller. So, it ranks on top.
2. The product listed last, The Hoover Wind Tunnel has the most reviews. But, they may not all be good reviews about the product. It has a lower rating, and hence ranks number 4.
The number of answered questions is also an important factor for products to rank up on Amazon.
3. Image Size & Quality
Images submitted to Amazon for your products must have pixel dimensions of at least 1000 or larger in either height or width.
This size of 1000*1000 pixels or larger allows customers to use the ‘Hover-to-zoom’ feature. This has increased the conversion rates in a big way.
In every photograph, 85% of the frame should be filled with the product itself. The background should be pure white.
Any blurry image or anything that does not meet Amazon’s standards will not be displayed on screen.
Price of a product is one of the major factors that cause ranking up of products on Amazon. Basically, the combination of good rating and reasonable price, relative to a product, makes it to rank higher on Amazon.
Customers come to Amazon to get the best deals. So, it is imperative that this perfect combination of good ratings with lower prices should come up after a search.
In the above example of a Morphy Richards mixer, all 3 of the highest ranked mixers have pretty much the same ratings. But the lowest priced mixer is ranking No. 1 under this category.
5. Completeness of a product listing
The more complete you make your listing, the higher the chance for your product to rank up on a search conducted. It is important that you fill in every single field in the listing set up page to maximize your chances of appearing under the top searched products.
Amazon product ranking: What are the factors affecting your product relevancy?
1. Product Title
Research done by Amazon says that product title with relevant keywords written in less than 80 characters ranks higher than others. This is because it makes it easy for customers to read and understand. Amazon keeps a limit of 200 characters for many categories.
It is very important to find relevant keywords relating to a certain product and fit in as many keywords as you can. This enhances your chances of showing up before others when a customer searches for a certain product.
Follow these rules for writing good product titles:
1. Capitalize the first letter of each word
2. Spell out measurements (Ounce, Inch, etc.)
3. All numbers should be numerals( 6, not ‘six’)
4. Ampersands “&” should not be used in titles. It should be written as ‘and’
2. Product Description
This is the area where you can give maximum details about the product in an easy-to-understand way. If the seller puts a little effort into describing what his/her product features are in a very simple and detailed way, it will help in ranking up their product.
An important method to adopt while describing product features is to give them in bullet points.
Usage of the right keywords is definitely the most important aspect to consider. You need not use the same keyword multiple times in your description. Once will be sufficient. Similarly, extra technical specifications about the product will add to its relevancy.
3. Brand and Manufacturer
Amazon does not show up products that are listed without mentioning the brand or manufacturer. Therefore, keep in mind to include the brand name. This will help your product to come under a filter when applied, or also cater to customers searching for your product specifically.
When you are listing your product, make sure that you have included your product in the most specific, narrowest category possible.
These are some of the most important factors that will drive traffic to your product on Amazon.
All these criteria point towards one common factor; Amazon is striving to give the customer comfortable shopping experience. And hence, what the customer would find easier to look for and purchase must be your primary concern, as a seller. Concluding, always remember to give proper product titles, detailed product description with proper keywords, plenty of images of the right size and quality, and some more points of concern and you are good to go on Amazon.
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