Amazon search ranking factors can be divided into three major aspects:
1. Relevance
Title
The title must use accurate keywords, the product data must be correct, and titles based on brand name, keyword 1, keyword 2, material, color, and other features are more common. Or you can refer to the titles of best-selling and hot-selling products.
Keywordssearch terms
When filling in keywords, try to choose words related to the product, including synonyms, antonyms, British English and American English. Use as many different expressions as possible. Search terms have character requirements. Try to fill in all 250 characters. Some people also specifically select individual keywords with strong relevance to fill in.
Short DescriptionBullet Points
The short description can contain 5 selling points and should be simple, understandable, beautiful and convenient.
Try to fill in all the useful product information, including the material of the product, the purpose of the product, and the unique selling point of the product: such as silicone material, RIP, ranging, etc.
If it is a functional product, you need to fill in the main data of the product, including its functions: automatic adjustment, automatic scheduled cleaning, etc.
Generally, customers decide whether to place an order after reading the short description, so the short description must be written carefully. In addition, since customers may browse products using mobile phones or platforms, the first thing they see may be the Description, so the following separately analyzes how to write a Product Description.
Product Description
The long description of a product is mainly a supplement to the short description. The length of the long description depends mainly on what product is being sold. If it is a functional product, it is necessary to explain how to use the product and the product data information. Then the description needs to be longer and more detailed so that customers can better understand the various functions of the product. Generally, it should include product performance, warranty information, information about the contents of the package, size, color, etc.
Product Category Browse Node
Amazon stipulates that a product can only be placed in one category, but there are exceptions. Sellers with VE accounts can contact customer service to add multiple categories for their products, but it is not 100% OK. Amazon will also check product categories. If it is determined that the wrong category is selected, the seller’s product category will be automatically modified. Once the change is made, it will inevitably affect the Amazon search ranking, so sellers whose product sales fluctuate greatly can check the category situation.
What kind of category is suitable for your product? Go to the Amazon front desk and search for the same top-ranked products, study their categories, and choose what they choose. You won’t go wrong.
2. Conversion rate
Pricing
a. Affect conversion rate and thus Amazon search ranking.
You can refer to the prices of top-ranked sellers to set an appropriate price. There are many ways to set prices on Amazon. It is recommended that you develop a pricing formula yourself. For example, list the product cost, first-mile delivery (FBA), platform fees, commissions, labor costs, packaging fees, expected profit value, estimated selling price, etc., and use the formula in the Excel spreadsheet to get the selling price. Click How to Price to learn more pricing formulas and ideas.
b. The price should be moderate. A high price will discourage people, while a low price will make people have wild thoughts. Generally, it is enough to set the price slightly lower than that of your competitors.
Multi-attribute variation
You can create different combinations of multi-attribute variations on your own. There are many benefits to making variations, including making it easier for sellers to upload and manage, as well as the following benefits:
a. When other factors are equal, give more weight to multi-attribute listings.
b. Customers have more choices and experiences, which improves conversion rates.
c. Multiple sub-product ASIN codes are equivalent to multiple independent listings, which is conducive to gaining more exposure opportunities.
d. All reviews are concentrated in one listing, which directly affects the conversion rate
Picture picture
a. White background, 1000*1000 pixels or more, preferably 80% of the product.
b. Use more information-rich scene diagrams, accessory diagrams, and installation sequence diagrams.
Product review
a. Equal emphasis on quantity and quality
b. It is helpful to improve conversion rate and thus affect Amazon search ranking
The more customer reviews there are, the more helpful it is for ranking. It is not recommended for sellers to find people to fake orders. It is recommended that sellers send some products to top reviewers for free and ask them to help write reviews. Amazon is now increasingly strict with its supervision of product reviews, and has also introduced an early reviewer program. Reviews with pictures and videos are more popular.
Sales Rankingseller Rank
Amazon ranks sellers mainly based on the sales history of the past day, so the changes are relatively fast. Continuous orders can improve the ranking to a certain extent. The top-ranked seller will receive the Bestseller logo.
Dwell time
The longer a customer stays on a product page, the greater the ranking weight. There are three factors that affect the customer's stay time:
a. The richness of the image.
b. The richness of short and long descriptions.
c. Review scores and pictures or videos uploaded by other guests.
Bounce rate
To reduce the bounce rate, you need to pay attention to the following points:
a. Product images and titles should correspond to keywords.
b. Prices remain at normal levels. Intentionally setting a low price for one of the products in a multi-attribute product will cause customers to bounce quickly.
c. The total review score cannot be too low. Customers can directly see the review score and star rating on the product page. If the score is low, it is likely that guests will quickly exit or even not click in to view the page.
3. Weight and performance
a. Violating the rules. I won’t talk about this, everyone knows it.
b. Black hat behavior. Black hats feel good for a while, but they will regret it if they are blocked.
c. Seller performance. Your product delivery time, email reply speed, returns, and A to Z cases all affect your seller performance.
Summarize
Amazon’s rules are constantly changing. If sellers want to survive, they must follow the requirements and not do what they shouldn’t do.
Each factor influences each other. Therefore, it is not enough to just specialize in one aspect, but multiple aspects must be taken into consideration. Although this process is long, it is worth doing.
Pay attention to details. Many people have suffered heavy losses due to negligence. I remind you again to be careful.
