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11 / 12 / 2023 - By Karl Demers

Amazon SEO: 5 factors that boost your ranking

Ecommerce & Marketplace, Search engine optimization (SEO)

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Amazon SEO: 5 factors that boost your ranking

In the vast marketplace of Amazon, your visibility can make all the difference between success and obscurity. That’s where Amazon ranking factors become your game-changer.

amazon algorithm a9

What is the Amazon A9 algorithm?

The Amazon A9 algorithm is a sophisticated system that powers the search engine of the Amazon marketplace. It’s the backbone that decides which products appear—and in what order—when customers make a search query. At its core, the A9 algorithm is designed to match user searches with the most relevant product listings, ensuring a seamless and effective shopping experience.

This algorithm takes into account a multitude of factors, including keyword relevancy, customer behavior, product price, availability, and customer reviews. Understanding and optimizing your listings for the A9 algorithm is crucial because it directly influences your product’s visibility and, by extension, your sales and success on Amazon.

Unlike traditional search engines that primarily focus on keyword matching and link authority, Amazon’s A9 algorithm prioritizes factors that indicate a high likelihood of purchase, such as conversion rate, customer satisfaction, and retention.

Our Amazon SEO tips to improve your store ranking

Keyword relevancy

amazon keyword

Keyword relevancy is essential in Amazon SEO because it ensures that your product listings match the search queries of users. When your keywords align closely with what customers are searching for, your products are more likely to appear in their search results. This direct correlation is key: the better the match between your keywords and the user’s query, the higher the likelihood of your product being noticed and clicked on.

For example, if you’re selling a “stainless steel French press coffee maker,” your keywords should precisely reflect this. Users searching for a “French press” or “stainless steel coffee maker” are more likely to find your product if these terms are included in your listing. It’s about thinking like your customers and using the terms they would use to search for your product.

This alignment increases visibility and improves the chances of your product being the chosen one amidst a sea of options.

Craft an SEO optimized products listings

example of amazon seo optimized product listing of Genium card holder

The first and foremost tip in mastering Amazon SEO is to craft SEO-optimized product listings. This involves a strategic approach to designing your product titles, descriptions, and backend keywords that resonate with Amazon’s A9 algorithm.

Start with a compelling product title that integrates primary keywords without sacrificing readability. Your title should be clear, and descriptive, and include crucial details like brand, product type, and key features.

Next, focus on your product descriptions and bullet points. These should be rich in relevant keywords while also providing comprehensive and useful information about the product.

Remember, keyword stuffing is a pitfall; your content should be customer-friendly and informative.

Additionally, utilize the backend search terms effectively by including keywords that are relevant but not already used in the title or description.

What should an ideal product listing title have? 

According to Amazon guidelines, your product listing title should include:

  • Brand
  • Product line
  • Material or key feature
  • Product Type
  • Size
  • Color
  • Packaging/Quantity

Improve your ranking with optimized product listings

Use optimized and high-quality images

The importance of high-quality images in Amazon SEO cannot be overstated. In a digital marketplace where visual appeal is paramount, images serve as a crucial factor in attracting and retaining customer attention.

They provide customers with their first, and often most impactful, impression of your product. Well-shot, clear, and informative images can significantly enhance your product listing’s click-through rate, directly influencing your SEO performance on Amazon.

These images not only need to be visually appealing but also compliant with Amazon’s image guidelines, showcasing the product accurately and professionally.

  • Multiple images from different angles
  • Zoom-in features
  • Lifestyle images can further enrich the customer experience, giving them a comprehensive view of the product.

This visual engagement not only aids in higher search ranking due to increased customer interaction but also leads to a better conversion rate which is also a significant factor in ranking.

Integrate product videos

In addition to images, the integration of product videos is a major asset for your Amazon listing. Videos offer a more immersive and dynamic experience, allowing customers to see the product in action and better understand its features and usefulness.

Make sure you have a good conversion rate

A high conversion rate is crucial for better Amazon search rankings, and pricing plays a direct role in this. Setting the right price is a delicate balance; overpricing can deter potential buyers, leading to lower sales and hence a lower conversion rate.

Conversely, underpricing might increase sales volume but can reduce perceived value and profit margins. The key is to find a sweet spot where your price is competitive yet reflects the quality and value of your product.

This optimal pricing strategy helps maintain a healthy conversion rate, which in turn positively impacts your Amazon search rankings.

Remember, a balanced price combined with quality listings and good customer reviews can significantly boost your product’s visibility and success on Amazon.

Maintain a consistent stock level

Maintaining a consistent stock supply is vital for achieving better rankings on Amazon, as stock availability directly influences both customer experience and search rankings. Here are some key tips to ensure you effectively manage your stock:

  • Keep Close Track of Your Inventory: Regular monitoring of your stock levels is crucial. Running out of stock can lead to lost sales opportunities and negatively impact your search rankings as Amazon favors products that are consistently available.
  • Anticipate Demand Fluctuations: Be prepared for periods of high demand, such as holidays or special events like Black Friday. Analyzing sales data from previous years can help you forecast and stock up appropriately.
  • Leverage Amazon’s Inventory Tools: Utilize tools provided by Amazon, like the Inventory Health report, to understand your inventory performance and make informed restocking decisions.
  • Establish Strong Supplier Relationships: Having a reliable network of suppliers ensures that you can quickly replenish your inventory, especially during unexpected surges in demand.
  • Implement an Inventory Management System: Consider using a robust inventory management system that can automate tracking and provide alerts when stock levels are low.
  • Consider FBA (Fulfillment by Amazon): If feasible, using FBA can help manage inventory more efficiently and improve delivery times, contributing positively to customer satisfaction and, in turn, your Amazon ranking.

Pay attention to your sales Rank

The Amazon Best Sellers Rank (BSR) is an essential factor for the Amazon A9 algorithm’s ranking process. It’s a numerical representation that shows how well a product sells against others in its category.

The BSR is a trailing indicator of sales velocity and is updated hourly to reflect both recent and historical sales. High sales velocity, which indicates a large number of sales over a given period, positively influences the BSR.

A product with a high sales velocity and a low (better) BSR is favored by the Amazon algorithm, potentially leading to higher search positions on the platform.

This ranking mechanism is dynamic, constantly adjusting to the changing rates at which products are purchased on Amazon.


amazon customer reviews

Reviews on Amazon play a significant role in impacting product rankings. Typically, products that rank higher on Amazon’s search results tend to have a rating between 4 to 5 stars. This rating range indicates a high level of customer satisfaction, which Amazon values greatly.

Positive reviews not only enhance the perceived value and trustworthiness of a product but also influence the buying decisions of potential customers.

Amazon’s algorithm considers these factors, as products with higher ratings are more likely to satisfy customer needs. Therefore, consistently high ratings can lead to improved search rankings, making it crucial for sellers to focus on delivering quality products and excellent customer service to maintain favorable reviews.

Looking to elevate your Amazon presence

Karl Demers, Président & Conseiller stratégique / Chargé de projets

Dans le cadre des projets auxquels il participe depuis ces 17 dernières années, Karl intervient principalement à titre de conseiller stratégique et technologique. Il possède une grande habileté de compréhension et d’intégration des concepts marketing et des outils technologiques. Il a participé à des projets touchant des industries aussi variées que les domaines de l’alimentation, le tourisme, le transport, l’ingénierie ainsi que le secteur manufacturier, et ce, lors de projets de types CRM, B2B, B2C, intranet et extranet lui assurant ainsi une polyvalence professionnelle plus qu’appréciable.

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