First of all, sellers need to understand what factors will affect the ranking of products. The editor has collected some summaries from experienced big sellers. The key factors that affect product rankings are mainly the following:
1. Conversion rate factors: When it comes to conversion rate, factors like product pictures, product prices, and consumer reviews all directly affect the conversion rate of the product.
2. Relevance factors: Relevance factors include product titles and product descriptions. These factors allow the A9 algorithm to consider under what search terms your product page should be displayed, which is directly related to the weight of the listing.
3. Account weight and performance: This is what we often call customer satisfaction and retention rate. Such factors include the seller’s account’s ODR (order defect rate), CR (order cancellation rate), etc., which also affect product rankings. Therefore, if sellers want to improve their account authority and performance, they need to provide customers with a better shopping experience.
Secondly, sellers conduct specific analysis and operations based on the above factors that affect product rankings.
1. Choose product keywords
1. Sellers can manually obtain keywords related to the products you sell through the drop-down list in the Amazon search box.
2. Use third-party keyword mining tools. Such as Merchant Words, Keyword Tool, etc. Sellers only need to fill in keywords in the tool search box, and the tool will automatically return a large number of product-related keywords. Sellers need to filter and sort the search results based on keywords, and input these long-tail words related to the products into Google’s Keyword Planner Tool to evaluate the search volume of the keywords.
2. Optimize your listing
On the basis of product keywords, the next thing sellers need to do is to optimize the listing. A high-quality listing is directly related to the ranking and weight of the product. So how can sellers create a perfect listing?
1. Product title:
The product title is a direct introduction to the product and is also one of the important factors affecting product ranking.
Reference example for title setting: product brand name + product name (core keyword) + product selling point (long tail word) + seller features (long tail word)
It should be noted that the first word of the title is the entrance with the largest traffic, so if your product brand is well-known, it is recommended to put the brand name first. If it is just an ordinary product, it is recommended not to put the product brand name.
2. Bulleted List:
We can regard Bulleted List as a supplementary description of the product title, which largely determines the consumer's willingness to purchase the product. Sellers can describe the product features and highlights in the product title.
3. Product details description:
Mainly focus on the detailed description of the product's functions and selling points. Of course, the longer the description is not necessarily better. Sellers can use some main product keywords and long-tail words, but remember not to stuff keywords.
4. Product main picture:
The main product picture determines the consumer's first impression of your product. A high-quality main product picture can better attract consumers and also increase product exposure.
Amazon began to implement a new product main image policy in July, recommending that product images use a white background, and the image size and pixels must be high, so that consumers can easily enlarge the product images in high definition and better understand the products.
In addition, the page where the product image stays is weighted. The higher the image pixel, the more favorable it is for search. Images with low pixels or that do not meet the requirements of Amazon's main image will not be displayed! Therefore, product images also play a vital role in improving page retention rate and product conversion rate!
5. Product price:
The price of the seller's products must be competitive in order to get a higher ranking. It is recommended that sellers refer to the prices of similar products displayed on the Amazon homepage when pricing their products, and the prices can be set slightly lower than other similar products. Once the ranking improves, the price of the product will be increased slightly.
In addition, product price also affects the conversion rate of the product. Consumers are more inclined to search and choose some favorable prices. At the same time, ensuring competitive price advantage is also a key factor for sellers to compete for the shopping cart.
6. Product evaluation:
The evaluation content and ratings given by consumers to sellers are also important factors affecting product rankings. Good product reviews, such as positive reviews with pictures and videos, have a high weight and are of great help in improving product rankings.
For example, sellers can search for a product on Amazon at random, and you will find that although many products have higher sales than the number one product, the number of reviews and scores of their products are lower than the number one product. Therefore, sales volume is not the only determining factor in product ranking. The number and score of reviews are also an important indicator for improving product ranking.
Generally speaking, consumers' reviews will be influenced by product quality, logistics distribution, customer service and other aspects. Therefore, in the process of operating on Amazon, sellers must not only provide high-quality products, but also do a good job of collecting reviews from consumers. High-scoring reviews and feedback are particularly important for improving product rankings.
Finally, after optimizing product keywords and listings, sellers who have the conditions can also try FBA delivery and do on-site advertising and off-site promotion.
3. Choose FBA delivery
I believe most sellers know that Amazon also encourages sellers to use FBA, because FBA delivery has the advantages of fast speed, good service, and high efficiency. At the same time, sellers choosing FBA delivery is also beneficial to competing for shopping carts, which can bring more traffic to products, thereby increasing product sales and conversion rates, and the corresponding product rankings will also be greatly improved.
It should be noted that sellers must ensure that there is sufficient inventory to avoid out-of-stock situations.
4. Promote on and off the site
1. In-site advertising:
There is no need to say much about Amazon's on-site search engine advertising. As we all know, as long as you search for products, the ranking will be relatively high, but the prerequisite is that you need to spend a considerable amount of advertising fees. Generally speaking, this method is not recommended. Of course, sellers who have the conditions can try it.
2. Off-site promotion:
Generally, sellers can use some social media, such as Facebook, Twitter, Pinterest, etc. Using these off-site platforms to publish some soft articles or develop traffic windows to bring off-site traffic to your own store also has a good effect on improving product rankings.
To sum up, if you want to improve the ranking of Amazon products, sellers must start with product selection, provide high-quality products, obtain and use accurate product keywords, optimize product listings, and provide timely customer feedback to give consumers a good shopping experience... If you implement the work in every detail, I believe that product rankings will be greatly improved.