The Amazon Algorithm: 10 Ways to Rank Higher
As with any search-based website, Amazon relies on an algorithm to rank its listings. Understanding how it works is key to improving your product’s ranking.
And that’s exactly what we’ll look at in this article. We’ll cover a basic definition of the algorithm and then list some of the best ways to make your product rank higher.
What is the Amazon Algorithm?
The Amazon A9 algorithm is a set of rules the site uses to determine how a product ranks in relation to a search term. It functions much like Google’s search engine algorithm in that it uses keywords to determine relevance.
For example, if you search Amazon for “industrial box fan”, you’ll get results with these exact words ranking first. Further down, though, you might find entries for pedestal fans and desk fans because they contain some of the same keywords.
The biggest difference with Amazon’s algorithm is that it also uses sales conversions. It means a product with a good sales history and conversion rate will rank more highly than a new or poorly selling product.
Why Does the Algorithm Matter?
As a seller, the answer to this question should be obvious. Amazon favours products more likely to sell because it charges a fee on all sales. Therefore, more sales mean more fees.
From a seller’s perspective, the algorithm is important because it means there’s a formula dictating how visible your product is to potential customers. Better yet, it’s a formula that you can utilise to your benefit.
Knowing the basics of how the algorithm works means you can make changes to your product listing that should improve its ranking. In a competitive market, this makes all the difference.
10 Ways to Improve Your Product’s Ranking
Luckily, there’s plenty that sellers can do to improve the relevancy and conversion rate of their products. Here are some of the most influential factors for improving your product ranking.
Your product’s title is the first step in relevancy. Giving potential customers a clear indication of what you’re selling will improve click-through, leading to potential conversions.
It should contain keywords (e.g. “fan” or “blender”), should be less than 200 characters, and be easy to read. Don’t fill it with jargon; stick to things like name, colour, power usage.
2. Product Description
Your product description is where you build on the title’s information. List the features and benefits and slip in relevant keywords. Customers should get almost all the information they need from this product description.
Follow it up with bullet points, as these are easy to digest and usually address a customer’s needs and queries.
3. Customer Reviews
This is a simple one: more positive customer reviews shows a good sales history. A good sales history means a better ranking.
Simply sell a quality product and offer top-level customer service. It’s that easy.
4. Answered Questions
If potential customers have a question about your product, chances are other people will too.
Take the time to answer questions and make them visible on the product’s page. This will have a big impact on conversion rates.
5. A Complete Listing
When setting up your product listing, be sure to fill in every field possible. We’ve previously written about how to produce a quality listing, so check that out for more information.
6. Time on Page
The amount of time a potential customer spends on your page shows Amazon how interesting it is and, by extension, how relevant it is to the search term.
If a customer clicks off quickly, it implies your product isn’t relevant to their search. But, if they browse for a while, it implies your product is relevant but perhaps not an exact match.
Keeping someone engaged requires quality content, including product photos and videos. Give them answered questions, too, as this is more content to engage with.
7. In-Stock Rate
This one should be simple from a selling perspective: having a product in stock means you can fulfil more orders and reduce cancellations and refunds.
As a business, Amazon likes this and will reflect your high stock volumes in your rankings. Of course, if your product is popular, you simply need to have more stock on hand to keep up with demand.
8. Order Defect Rate
As much as we try, not every order will be perfect. Amazon tracks your Order Defect Rate (ODR), which includes:
- Negative feedback
- A-to-Z claims
A small ODR will impact your ranking, but if it becomes a problem you’ll start losing benefits before having your account suspended.
Some useful tips for minimising your ODR are:
- Ensure the item is packed properly
- Accurately describe your item
- Ship on time
- Respond to buyer questions and feedback
9. Use Search Terms
Amazon provides sellers with 5 fields so they can specify search terms related to their product. There’s a character limit for each, and they must be relevant to the product.
You’ll find numerous best practice lists on the website, but searching for the right terms can be difficult. If you’re unsure where to start, Lezzat can help.
10. Clear and Accurate Details
It should be obvious by now, but Amazon relies on clear and accurate product information. You should include:
- Brand name
- Product number
- Size and shipping weight
- Warranty information
The more details you provide, the more diligent Amazon considers you to be. Better yet, it means your potential customers will have fewer questions because you’ve already answered them.
Giving people the information they need to make a decision is bound to increase your conversion rate, as they won’t need to go away and research.
Knowing how to work with Amazon’s algorithm can have a massive impact on your product’s rankings. It eventually comes down to selling a quality product with clear information, but this is harder to achieve than you might think.
This blog post was written by Alex Karagiannis – founder of Lezzat.
Any other questions come to mind or looking for additional information? Don’t hesitate to contact us.