SEO on Amazon: ranking factors and 8 optimization tools

To successfully sell on Amazon it is essential to know how the algorithm that regulates the positioning of articles on A9 , the internal search engine, works. As with Google, there are precautions that allow sellers to better position their articles on search results, although Amazon has never revealed how its algorithm works.

SEO on Amazon: optimize to sell more.

To successfully sell on Amazon it is essential to know how the algorithm that regulates the positioning of articles on A9 , the internal search engine, works. As with Google, there are precautions that allow sellers to better position their articles on search results, although Amazon has never revealed how its algorithm works.

This is why the SEO strategies for Amazon (optimization for the Amazon search engine) that we are about to illustrate have nothing official, but arise from the experience and studies of some professionals in the sector, including Giovanni Cappellotto, Ecommerce & Retail consultant and 

teacher of the Web Digital Media Group E-Commerce and Online Marketplace course .

How positioning on Amazon works

Amazon offers the results it deems most relevant and valid based on user research. Of course, it should be remembered that he will preferably push the items that he sells himself, but not to the detriment of the potential customer, who wants to make satisfied.

To determine the relevance and value of an item, Amazon takes these aspects into account:

CTS (click to sale): what is the percentage of sales based on how many times a product sheet is displayed? This for Amazon is a detail that attributes or removes value and / or relevance, and therefore ranking, to the products on sale.

CTR (clickthrough rate): what is the clickthrough rate based on how many times a product is shown in the search results? This data gives Amazon indications on the relevance in reference to the user's search.

Customer reviews and feedback: they are important not only in number or in nature (positive or negative) but also in quality: if coming from valid reviewers will have more weight, just as the reviews from users who are not used to reviewing the purchased items. The presence of photographs is also a considerable factor.

Customer questions: a good customer care service also depends on how well a company is used to answering questions from its customers or potential ones.

Product price : although it is not enough to set a lower price than the competition to be among the top positions of the search engine, the cost of an article has a substantial relevance. The price will be compared to all the other factors: if the object we sell is considered not only relevant and valid, but also economic, it will probably be at the top of the competition.

Optimized images : Amazon guidelines recommend images of at least 1000 × 1000 megapixels, so that customers can enjoy the zoom function. The articles that allow a better shopping experience will be privileged.

Keywords: like the Google algorithm, A9 also takes into account the presence of keywords: if these are on the title and description, the article will be considered more relevant, probably. But since Amazon probably does not recognize synonyms, the related keywords must be entered, but without exaggerating: let's remember that the user will decide whether to click on a product or not, and to insert kilometric titles saturated with synonyms certainly does not entice the click.

They also seem to be important:

The product variants (colors, sizes, different fabrics, etc ...)

The usual good order management (amazon prefers the products that are shipped from their warehouses, or the fba - fulfilled by amazon products )

Account efficiency (low defect rates, cancellation rates, late shipments, etc.)

Sales of out of stock products: selling a product that you do not own could have serious repercussions on all items on sale.

To improve the performance of the items on sale there are a series of tools, useful not only to increase the potential but also to simplify the strategy.

How to do SEO on Amazon: the tools that make the difference

MerchantWords

As we have already said, Amazon's algorithm considers the presence of keywords, which therefore affect the positioning of the products. The choice can therefore be crucial: products containing keywords with a high search volume are likely to be more successful, but we must be able to evaluate whether our ranking allows us to compete with those keywords or not. Merchantwords is a tool that allows you to find out what buyers are looking for on Amazon and with what keywords, also reporting related keywords and synonyms. If you can make the most of this data, you will have a certain advantage over your competitors. It costs around $ 60 a month.

Sonar Tool

Also this tool reports the search volume data related to the keywords. It is a free tool, so it does not have the advanced features necessary for the analysis of the acquired data, but to start testing, or for small businesses, it is ideal.

How to do marketing on Amazon: the tools you need to know

Unicorn Smasher

This is a totally free Chrome extension that allows you to identify data relating to the best sellers by product categories. The tool informs about the rankings of the sellers, which brands are covered, the number of product variations, prices, sales estimates and other details. Thanks to this tool we can analyze our niche and the competition, so as to understand if it is the case or not to attempt a business on Amazon.

AMZ tracker

This tool is interesting not only for advanced monitoring tools, but above all for the possibility of creating Super-Urls. A super url is an abbreviated address of an Amazon product that simulates a search with specific keywords and the click to our article. So if someone clicks on our super-url (maybe on social media, on blogs, on forums) the ranking relative to the keywords we have entered on the super-url improves, but only on the condition in which real traffic is conveyed (without the use of bots). This technique must be used intelligently, because if we improve the CTR but the CTS does not rise, our article will be penalized.

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Xsellco

On Amazon, if you want to remain competitive, you need to monitor competitors' prices daily and adjust their offers of consequences. This repricing operation , if done manually, turns out to be long, difficult, tedious. Xsellco is the answer: this tool allows an automatic and instantaneous modification of prices in relation to competitors' prices. It is possible to set the software so that the price never falls or never rises below or above a certain amount.

Camel Camel Camel

Another way to control price fluctuations is offered by the Camel tool Camel Camel: by inserting the keyword of interest on the search bar, or a link that points to the product of our interest, we can know the price fluctuations that had that the item and the current price.

Sellerlabs Ignite

Also on Amazon it is possible to sponsor the products, so as to conquer that slice of users that you cannot reach. Sellerlabs Ignire is a complete ad management suite on Amazon that replaces the need to use Amazon Seller Central and adds innovative features to help sellers select the most effective keywords, analyze their performance and optimize advertising spend.

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