As an online retailer, figuring out how to get better rankings for your products on Amazon can be a frustrating task. After all, you’ve taken the time and care to select the best products for your target market. So why aren’t your products ranking as high as you would like on Amazon?
This can be a difficult question to answer. To illustrate how Amazon’s product ranking system works, consider how Google ranks websites. If you’re a digital retailer, you’ve almost certainly worked with search engine optimization, or SEO, before. Typically, internet entrepreneurs prioritize the optimization of their SEO strategy, as it is widely considered to be the best way to drive sales.
However, if you aren’t giving the same attention to your Amazon product rankings as to your SEO approach, you may be doing your business a disservice. In fact, when selling products online, Amazon product rankings are at least as important, if not more important, that search engine optimization.
Why Do Amazon Product Rankings Matter?
Since its founding in the 1990s, Amazon has been the marketplace of choice for online shopping. When one considers the fact that the majority of online product searches start with Amazon, it becomes clear just how popular this revolutionary platform has become.
More often than not, users looking for a particular product will select one of the first options they see. This means that ensuring your products rank highly for their respective categories is of paramount importance. After all, if users can’t easily find your products, they won’t be purchasing them, which can greatly impact the bottom line of your e-commerce business.
How Does Amazon Rank Products?
The simple answer to this question is that it’s complicated. As is the case with most tech giants, Amazon relies on a proprietary algorithm called A9 (or more commonly, the Amazon Ranking Algorithm) to organize how products are displayed to customers.
Similar to search engine optimization, there are surefire ways to improve your product rankings, but no one outside of Amazon fully understands how the Amazing Ranking Algorithm sorts products. Needless to say, the technical process behind Amazon’s algorithm can be confusing to those of us who aren’t computer science majors. In short, the process can be summed up like this:
- Before users enter their request, Amazon has already sorted all potentially relevant results from their extensive catalog of products.
- Once users enter their request, the Amazon Ranking Algorithm quickly sorts their catalog of products into a list that is most relevant to the user.
Lucky for us, this basic understanding of Amazon’s product ranking provides us with enough information to improve our product rankings. Overall, when the algorithm asks, “which products are the user most likely to buy?”, the goal is to get our products to the top of the list.
Are There Ways to Quickly Improve My Product Rankings?
Yes! Thanks to the popularity of Amazon and how its ranking algorithm processes requests, it is possible to improve the ranking of almost any product quickly. The key is to convince the Amazon Ranking Algorithm that your product is the best option for users. Before jumping into how to improve rankings, it may be helpful to outline what the algorithm considers when ranking products briefly. The most important variables that factor into rankings include:
- Conversion Rate: Amazon’s algorithm heavily weights factors like customer reviews, the quality of product images, and pricing which have been shown to impact user conversion rates. If the algorithm doesn’t think users will convert on your product, it will be less likely to give you a good ranking.
- Relevancy: This boils down to whether or not your product is seen as a good match by the algorithm for a given search term. Related products are ranked higher, while irrelevant products are sent to the back of the list.
- Customer Satisfaction: Amazon knows that the key to long-term profits is customer retention. In other words, if your products get rave reviews or users tend to repurchase them, you’ll get a boost from the Amazon Ranking Algorithm.
There are dozens of other variables that may factor into product rankings, but focusing on these key areas has been shown to yield the best results. Simply put, improving in these areas gives you the best chance to rocket your products to the top of Amazon’s rankings.
Tips and Tricks for Getting Higher Product Rankings
Now that we have a better understanding of how Amazon determines product rankings, it may be helpful to leave you with some tips. While these approaches aren’t guaranteed to land your products a top ranking, they will certainly help to improve their place in the rankings:
- Price Competitively: The price of a product compared to its competitors is a top factor that can make or break a product ranking. If you’re able to do so, consider setting prices that undercut the competition to make your products more competitive.
- Maintain Positive Reviews: Nobody wants to spend money on a product that appears sketchy or unreliable. Therefore, working on getting positive customer feedback is a must. For unsatisfied customers, work to offer great customer service in the hopes of getting a more favorable review.
- Use Promotions To Increase Sales: The more volume you sell, the higher you will rank. Consider offering a great promotional price on your products for a limited time. This will help to ensure great sales volume – and therefore greater profits – in the future.
- Provide Detailed Product Information: If your product title or description is vague or confusing, it is likely that both customers and the Amazon Ranking Algorithm will ignore it. Clearly articulating to customers what they are buying is a great way to improve product rankings.
Consider Offering Prime Shipping: Most Amazon users view Prime Shipping as a make-or-break factor when shopping for products. With the majority of Amazon’s users now sporting Prime Memberships, consider opting into programs such as Seller Fulfilled Prime if your budget and sales volume are an appropriate match.
The way Amazon ranks products can seem complicated and hard to navigate. However, growing your understanding of how products are ranked and working to improve their placement on the leaderboard can go a long way towards expanding your business.