People come to Amazon with the purchasing intent. Just look at those who search for something in Google and at people who search for a product on Amazon — the difference is obvious. While 9 of 10 searchers in Google won’t buy anything, almost every shopper is ready to make a purchase on Amazon. That is why is it important to optimize your listings to make them more visible for A9 algorithm.
Here are some other facts that prove this importance:
You see, it is essential that sellers understand A9 search algorithm to be successful on Amazon.
A9 is Amazon’s search engine. They even have a separate A9 division that constantly develops the algorithm.
The name ‘A9’ comes from the word ‘Algorithms’, as there are nine letters after ‘A’.
No one knows what point this A9 algorithm takes into account when sorting listings on search pages, but sellers can make assumptions based on what they see. Let’s look at the more detailed pattern of how search algorithms work and define whether sellers can affect their chances of getting to search results.
So, if you remember how Google acted earlier, you can notice similar things with the A9 search algorithm. They base search results on popularity and relevancy metrics. Google doesn’t do that anymore (since 2010 or something like that), but Amazon does. Actually, product based search differs from the usual one in Google. Popularity and relevance are key, and this is correct for eCommerce marketplaces.
The main principles of these two search algorithms vary.
Still, we can rely on Google search results while performing research - it reveals trends among people who buy things on the Internet. Why not?
Here is the most interesting part for sellers. Let’s shed the light on what exactly influences products’ rankings in Amazon search results.
These are factors that tell algorithm about product’s relevancy, as well as about pricing or stock.
Here are some tips on how you can affect these direct factors and make your products more attractive for the A9 search algorithm.
We have finished with direct ranking factors on Amazon that are clear to anyone. Let’s proceed with not so obvious things that are going to be helpful to every seller.
Though Amazon A9 algorithm is more understandable than Google search, it is still not very straightforward. Amazon takes into consideration plenty of indirect factors such as your own sales velocity and relative sales velocity (how many products you sell compared to competitors).
Amazon pushes up products that are sold well. This factor is clear, though it is not obvious. This point has a snowball effect for sellers: you have higher conversions, Amazon puts your product higher in search results, you get even more sales!
Reviews have a huge impact on the whole Amazon life. They are used for social proof and weigh much for both real shoppers and search algorithms. They tell everyone that a product is really popular and its quality is high (or on the contrary, prove its poor quality).
Having customer experience on the top of Amazon’s interests, the company suggests only the best options to shoppers.
So, how to increase the Amazon sales rank, sales velocity, and the number of reviews? How to use indirect factors to get higher in search results?
Sure, there are certain tips, check them out:
1. Add more contextual data
You can include more additional information about your products to increase sales. For example, you can imagine some questions that you could ask about your products and answer them in the description
Try to enter your product title to the search bar, more relevant words and phrases will appear under yours, check whether you can use them.
2. Use only high-quality pictures
Enabling the zoom function is great for both A9 and shoppers. According to Amazon, pictures should be of 1000 pixels or more.
Some sellers even recommend using photos of product with people. They say this works much better, as such images appeal to human psychology, shoppers imagine themselves there.
3. Describe products with bullet points
They are better indexed by Amazon A9 algorithm. What’s more, bullet points allow shoppers to perceive information easier. People will be able to scan descriptions and make decisions quickly.
4. Use Enhanced Brand Content
A+ content and Enhanced Brand Content help sellers leverage their content. With these tools, brands can modify descriptions fields, experiment with design, and bring more emotions to their stories. Here is an example:
5. Tell Your Story with More Words
Don’t be limited just to a brief description, tell something interesting about your product. If you have run out of new ideas, visit your competitors’ product pages and their review sections. Find out what people like and use it while creating your own product descriptions.
The more keywords you use in your story, the more chances Amazon A9 algorithm has for finding your products.
All in all, you see that A9 is a smart algorithm, still, you can deal with it and optimize your listings for A9 to notice them. Use our tips for getting to the top of search results. And don’t forget to visit our article about keyword research.
By the way, Seller Nexus has a keyword tracking tool, so you can monitor the performance of your best keywords. Try it!