Today I will talk to you in detail about Amazon a9 algorithm
1. Principle of A9 algorithm
A9 is actually a sorting algorithm. Simply put, it selects the most relevant products from Amazon's wide range of product categories, and displays them to customers based on relevance.
Based on this definition, we know clearly that the A9 algorithm focuses on product search and search result ranking. If you don’t understand the A9 algorithm, how can you get your keywords on the homepage? !
2. What are the ranking factors that affect the A9 algorithm?
The A9 algorithm uses many ranking factors, and Amazon has not officially announced which specific factors affect the ranking. However, based on our practice and testing, the a9 ranking factors can be summarized into the following three aspects:
1. Relevance – Meet customer search needs
2. Conversion rate – motivating customers to buy
3. Satisfaction & repurchase rate - bringing the ultimate customer experience
1. Relevance
Relevance: The products Amazon shows customers are exactly what they need. It is not the case that when you enter "iPhone case" in the front-end search box, the product that comes out is headphones.
So the question is, how does Amazon know that my product is exactly what the buyer is searching for? It can be measured from the following three aspects:
Product listing keyword layout
Product category nodes are clear
Customer browsing history
The keyword layout of product listings is actually to fill in the product title, five points, description, brand, technical parameters and other information in a way that Amazon crawlers can understand. That is to say, the keywords should be arranged reasonably. Keywords are at the heart of how Amazon’s search engine works.
Amazon will crawl product keywords from the information you fill in, collect them, and create an index. When customers search for these words, Amazon will display the corresponding relevant products to customers based on ranking factors.
This is why we usually emphasize the need to complete all kinds of information in the listing as much as possible, so as to help Amazon understand your product more comprehensively.
The product category nodes are clear. Amazon divides various commodities into categories, and products correspond to categories. If you choose a category that is not related to your product when listing a product, it is very likely that the keywords you set are blocked by Amazon in this category. When searching for product keywords under this category, your products may never appear.
Customer browsing history: Amazon will track and record the customer's various browsing behaviors on the platform. The products that users have viewed, the listing pages that they frequently visit, etc. will all be recorded.
A large amount of such data can form a user portrait, which simply means knowing the customer's consumption level, preferences, tastes, etc. When customers search for product keywords, Amazon matches relevant products for customers.
2. Conversion rate
Conversion rate (CR) is actually the process from a customer clicking on your product to actually placing an order.
There is no doubt that: if the conversion rate is high, Amazon will give you more traffic! Because a high conversion rate means your product has advantages and customers like your product. At the same time, you increase Amazon’s commission income rapidly. If they don’t give you the traffic, who will they give it to? !
So how does the A9 algorithm determine your product’s search ranking based on estimated and actual conversion rates?
Sales in a short period of time
Number of reviews
Product Price
picture
Dwell time and bounce rate
Product variants
Q&A
1. Sales volume in a short period of time
It can be said that in Amazon product search rankings, sales volume is the core factor affecting product rankings, and sales volume is king! Strictly speaking, the sales volume here refers to the sales volume of the product in a short period of time. The concept of selling 1,000 orders a day is different from selling 1,000 orders a year. The shorter the time, the greater the sales volume, and the faster the ranking will rise!
It's a simple logic. The higher the sales volume, the more buyers recognize the product. It not only brings a good shopping experience to customers, but also brings profits to Amazon. It is a win-win deal. Therefore, the "benefit" Amazon gives you is to continuously improve the ranking of your products, giving your products more exposure opportunities, thereby continuing to drive product sales and improve rankings... Such a virtuous cycle coincides with Amazon's flywheel theory.
2. Review
If sales volume is king, then it is no exaggeration to say that reviews are queen!
Amazon is well aware that buyers will decide whether to purchase a product based on the number and content of reviews. This is also why sellers are crazy about brushing reviews, and Amazon is particularly severe in cracking down on fake reviews. Brushed reviews can easily induce users to buy products, thus affecting their shopping experience; while those real VP positive reviews just indicate a good user experience.
The number of reviews and review star ratings complement each other in their impact on product rankings. A product with a large number of reviews and a high star rating will naturally get a better ranking; a product with a large number of reviews but a low star rating will have to rank lower.
3. Product price
The product ranking mechanism is very sensitive to price because Amazon predicts that users will prefer products that are good quality and cheap.
And on the listing details page, there are the following "traffic outlets"
This compare with similar items is very magical. By comparing prices, customers can be taken away in minutes. In this way, if there is no price advantage, how can we talk about conversion rate?
4. Images
You said that both pictures show type c cables, so as a consumer, which product would you be attracted to? If the prices are similar, which one would you choose to buy?
There is no doubt that human nature is interested in beautiful things, so no matter how optimized the pictures are, it is never too much! ! ! Sometimes it is worth spending a lot of money to create pictures.
5. Page dwell time and page bounce rate
When a customer comes to your listing details page, if he is very interested in your product, he will read from the title, pictures, five points, etc., and carefully understand every aspect of the product. The more interested they are in your product, the longer they will stay. This is the same as our usual experience of shopping on Taobao. When we see a product we like, we look at the pictures over and over again, browse the comments carefully, and read the product's various parameters carefully to ensure that it is a product that meets our needs.
The page dwell time is generally combined with the page bounce rate. Obviously, users stay for a long time, but finally jump to other product pages and cannot come back. That means your product page is still not attractive enough, and the conversion rate is still not good. So every aspect of the listing must be optimized to grab customers!
6. Product variations
This mainly means that your listing contains multiple variations. The most intuitive feeling that multiple variations give to others is: this product has a lot of styles to choose from. If you don’t like this color, you can choose that color; if this size is not suitable, you can also have that size...
Multiple variations greatly increase the user's range of choices, so that users will not turn to other products due to not being able to choose the right size or color, etc. If other conditions are ok, your conversion rate will be further improved due to multiple variations.
7. Q&A
What does this equate to? This is equivalent to encouraging users to leave more comments as mentioned in SEO page optimization. Increasing interactivity will make people feel that your product is "alive". If a product is not discussed, how high will Amazon think its conversion rate is?
More Q&A interactions allow customers’ problems to be resolved in a timely manner, which is something Amazon is happy to see.
Finally, I need to explain to everyone that the ranking mechanism is the result of the combined effect of multiple factors. Amazon has its own scoring system, which gives a comprehensive score according to the weight of each factor, thus affecting the ranking.
3. Satisfaction and repurchase rate
Satisfaction is actually very easy to understand. It is nothing more than order processing speed and available inventory.
Achieve perfection in order defect rate and perfect order rate! This is not the focus here.
Now let's talk about the repurchase rate.
The repurchase rate is actually the number of users who repeatedly purchase your products, which can be divided into two forms:
1. Repeat purchase of the same product
2. Purchase other products from your store
Why is repurchase rate so important to buyers? In addition to what we usually know, it can cause related traffic between store products and appear in the buy again module. The more important point is:
The repeat purchase rate increases users’ trust in your products and brands! ! !
I believe that everyone who is doing business on Amazon now is aiming to build a brand, so the repurchase rate is the key indicator to judge your brand effect.
Let me give you an example:
For example, if your store is being built into a boutique e-commerce store, today a customer bought an umbrella in your store and found that the experience was very good and the quality was excellent. The next time he wanted to buy a mug, he remembered your store and bought a mug there again. You see, if there are more customers like this and the repurchase rate continues to increase, slowly, your store brand will be formed.
A high conversion rate (one-time purchase) can only mean that your listing copywriting is awesome, or you are good at using black technology.
But what does a high repurchase rate mean? This means that your products are indeed good and your service is indeed thoughtful. This is an important indicator for the continued healthy operation of your store.
For products and brands with high repurchase rates, Amazon's traffic will naturally be tilted towards you.
3. How to use the a9 algorithm correctly
Having said so much, how to use the a9 algorithm to start the journey of selling? Combined with the above explanation, I summarize the following four points for you:
1. Good products
A good product has two core characteristics: the first is high quality, and the second is great user demand and relatively less fierce competition.
70% depends on product selection, 30% depends on operation
If you choose the right product, sales and ranking will not be a problem!
2. Listing page optimization
Page optimization mainly needs to start from the following aspects:
l Picture
Title
l Five o'clock
Description
1 Comment
Q&A
l A+ pages, etc.
Each of the above points contains many knowledge points, which will be further explored in future articles.
The core of page optimization is: keyword research, rationally placing the main keywords, attribute words, and extended words related to the product in the above optimization projects, so that Amazon can recognize your products, allow customers to search for your products, and be attracted by your products and generate purchasing behavior.
3. After-sales
Thoughtful after-week service can enhance customers' experience, which requires optimization and strengthening in terms of order processing speed, controlling order defect rate and perfect order rate, and timely responding to customer questions.
4. Advertising
Amazon advertising is a relatively opportunistic method of improving rankings, but it is indeed a relatively quick way to increase exposure. Only when more people see your products will there be conversion rate, sales and improvement in ranking.
5. Promotion
Whether it is on-site promotion or off-site promotion, the essence of promotion may not be to make you earn money. Its core goal is to increase your sales, obtain more vp reviews, and thus achieve the effect of improving ranking. With rankings, there will be more natural traffic.
A9 is not mysterious. If you understand it and the operating rules of the Amazon platform, your selling journey will go further and further on the right track.
