When someone says “SEO”, people mostly think about Google. But, there are many large scale websites, with search boxes, that have their own search engines embedded in them. One of such largest websites holding their own search engine is Amazon.
With over 200 million products, Amazon is an online retailer giant. This platform offers people to start their Amazon related business like Amazon fulfillment by Amazon (FBA), Kindle Direct Publisher or Amazon Associate, etc. Unlike Google, people use Amazon search engine to buy a specific product. So, if your product ranks #1 for a critical keyword in Amazon, it means sales for your business.
The Amazon SEO Algorithm
Amazon’s algorithm is known as A9 that started in the year 2003 with the sole responsibility of creating better user experiences. Like Google, Amazon SEO also involves on-page and off-page practices to rank products in SERPs of this search engine.
But, there are many differences between the algorithms of Google and Amazon. Unlike Google, Amazon’s algorithm definition is to find the products that will convert the customers into sales leads. But it does not target bringing traffic to any site. Therefore, you cannot apply the same tactics on an A9 algorithm that you apply on Google and other search engines.
To help you better understand A9 algorithm, here are 5 major variables that are helpful while creating the ranking.
Immediate Sales (Darn it!)
The Amazon algorithm, A9, does not care about the number of sales made for a single product over a long period of time. But it considers only total sales occurred recently. Because of this, a few products take over a large amount of sales of other products over a short period of time. To maintain better position consistent sales are important. This must be followed during seasonal or festival occasions when people have to buy Christmas theme or Halloween theme products online.
Another most powerful variable for Amazon page ranking is a total number of verified reviews and their overall rating. A verified review means that customers not only bought the product through Amazon but also used the same account to leave reviews. Contrarily, unverified review means that a person does not have a record of buying anything from Amazon and haven’t left any review. According to Amazon, a verified review is honest and the indication of customer liking and disliking towards that product. Amazon uses verified reviews as a product ranking factor.
CTR versus CTS
Click through Rate indicates what customers are looking for. But, unlike Google, Amazon A9 algorithm takes a step further and also counts click to sales (CTS) while ranking any product page in its search results.
Sales Page Content
Content plays an important role for Amazon sales page too. Content on the sales page indicates what this page is about and similar content marketing tactics apply to Amazon also: including headers, text ration, keyword density, etc. Remember, the right placing of content and its structure is extremely important for Amazon. There are total seven areas in which keywords can be placed: page title, subtitle, product description, editorial review, product picture file name, the name of the author, editor, etc. and Amazon’s ‘special’ keyword.
Amazon ‘Special’ Keywords
While uploading your product, you will be asked for seven inbuilt keywords. When you upload your products, you have certain categories to choose between. You have to choose a specific category that is related to your products with those special keywords.
Keeping these factors in mind, you can implement an ideal Amazon SEO for your products.
Amazon SEO is important when you upload your product on this large scale e-commerce site. Here are five most important factors that you must consider while uploading your products on Amazon.