For many Amazon sellers, it is a huge project to make their new products rank high, because Amazon is the most visited website in the world, and the traffic it provides in different countries and regions is huge. So how can Amazon sellers make their new products rank high?
To understand the ranking of new products, we must first understand Amazon’s official product ranking rules before taking action.
How does Amazon rank products for sale?
Amazon designed their own search engine through their own company (A9). Like other search engines (such as Google), on the A9 search page, when users search for keywords, products matching their needs will appear.
However, a big difference from other search engines is that Amazon A9's reference criteria for matching only come from the information placed by the seller on the product page. Information such as off-site links, social media, and off-site SEO has no impact on A9.
Amazon's purpose in designing A9 is very direct, which is to get more customers to place orders and for each customer to place more orders. Therefore, Amazon will show customers the products that are most likely to make them excited and order them. These top-ranked "heart-warming products" are the products that are most relevant to customers' searches in the A9 algorithm. Next, let’s take a detailed look at the factors that affect Amazon’s rankings.
Product title, description and content
In A9's own words: Our consistent aim is to insist on thinking what customers think and try our best to present the most suitable products to customers. In order to display the most relevant results to users, our algorithm will continue to mark the products that are more in line with customer expectations and allow customers to place orders in order to optimize product rankings.
When A9 looks for relevant listings, it first looks at the title, description, and content of the product listing. However, the weights of these contents in calculating the ranking are different. A9 will put more weight on the title. Therefore, sellers should carefully select product titles and ensure that your product titles contain relevant keywords. However, be sure to avoid forcing a large number of keywords into the title without any logic, which will ultimately lead to buyers choosing not to click into the product listing page because they cannot understand the title.
In addition to the title, it is also important to add a lot of well-written product information and content to the listing page. The more content sellers add to their listings, the closer they can establish a connection with Amazon A9, providing more indexes. This way, A9 will find more searches that are relevant to you. After understanding A9’s logic, it becomes very necessary for sellers to find long-tail keywords for their products. Although the search volume of these keywords is not as high as that of popular keywords, they are highly relevant to your products, which is in line with A9’s core logic of matching what customers want.
Finally, when setting up your product listing, you want to embed as many keywords as possible in the content section to show Amazon a close relationship between your product and the keywords you want to be associated with. For example, sellers can add their product keywords several times in the Bullet points, and A9 will know that your product is closely related to this keyword. When customers search for the same keyword, your listing will naturally be placed in a higher position by A9.
At the same time, sellers should take advantage of all opportunities to add content to product pages (including bullet points and product descriptions), and the added content should not be limited to simple product descriptions, but also include unique product features and selling points. Sellers who have registered their brands can also create A+ content, seize every opportunity to add useful content, and give A9 more opportunities to advance your product search rankings. But be careful not to use any keywords that are not related to your product just to highlight your product in Amazon searches. Amazon’s backend algorithms are very smart, they will detect it quickly, and your listing is likely to be penalized.
Customer Satisfaction
Even if your product listing has met all the points we mentioned above, sellers must remain vigilant and not relax in the subsequent operations. Amazon takes customer satisfaction very seriously. The indicators they set for sellers are: issuing orders quickly, responding to customer inquiries quickly, and 100% order accuracy. Products from sellers who can meet Amazon’s high expectations and standards will naturally rank higher than those that do not meet the requirements. Therefore, sellers must not take customer satisfaction lightly.
Order Processing
An important indicator that Amazon pays attention to is delivery speed. They hope that buyers can receive the goods in the shortest time possible. In addition to handing over their own goods to FBA for delivery, if you choose to ship it yourself, sellers can use the order management system to process orders, automatically update the order status, and track the order number as well as the delivery method.
Comment
Positive reviews are also an important factor in A9's ranking. New Amazon reviews carry more weight than old reviews, and verified purchase reviews carry more weight than unverified ones. A random search for a product on Amazon will reveal that many of the top-ranked products usually have great reviews. Therefore, sellers need to work harder on gaining positive reviews, such as putting some thoughtful little cards in their packages, making more detailed product manuals, providing better and more professional services, etc. When you receive negative reviews, you can also refer to our previous article (After working on Amazon for 2 years, I became a Buddhist...) to identify, respond, and handle the situation accordingly.
price
Amazon will use predicted and actual conversion rates to determine what each seller is selling and automatically adjust product rankings accordingly. A higher price compared to a lower selling price will reduce the product’s expected conversion rate, and Amazon will automatically lower the ranking of that product. Therefore, in some cases, it is more beneficial for sellers to sell small units of products at a low price than to sell large units at a high price (for example, selling a box of coffee for £3 is more likely to get you higher in the rankings than selling three boxes of coffee for £8).
Sales
Sales volume is obviously the most important factor affecting search rankings. Do a simple search on Amazon — you’ll notice that products with high sales volume are ranked higher. Therefore, sellers need to monitor product sales at all times. If sales are lower than usual, they should immediately look for the reason. Is it because of follow-up sales? Or is it because promotions and coupons are needed to stimulate consumption during the off-season?
After we understand these ranking rules and find ways to increase sales, the day of being on the list will not be far away. The above is the relevant content about Amazon's new product rankings. If you want to get more Amazon information, please continue to pay attention!
