Amazon SEO: Ranking Factors

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Amazon Search Algorithm
Algorithm A9
The search algorithm used by Amazon is known as the A9 Algorithm. This algorithm decides the ranking of products from the different searches made by users.

Most users who perform a search on Google do so for informational purposes, while almost all users who search on Amazon are looking to purchase.

For this reason, Google's algorithm shows the results that best respond to the user's search, while Amazon's A9 algorithm shows the most relevant products, those that are most likely to convert .

We can conclude that Amazon focuses its algorithm on generating a high las vegas email marketing address conversion rate from its searches, so top-selling products with a high conversion rate will be ranked higher.

There are other direct positioning factors apart from sales and product conversion, although these are factors that feed back into each other. Better content on the product page can increase the conversion rate, a correct title improves the product's CTR, optimising backend keywords allows you to appear in different searches...

Amazon ranking factors
There are different factors that contribute to positioning. Discover them in the following points:

Keywords
Keywords are an essential factor for positioning a product. There is a back-end keywords section, to position for different synonyms of the product (this keywords field is not visible to the user). In addition to this field, all the content of a product sheet must be optimized, that is, product title, description, bullet points, A+ content…

Please note that Amazon does not provide information on search volumes for keywords performed on its platform. All data obtained through different tools are estimates. To do this, it is important to have Keyword Research focused on the platform. Visit this post to discover step by step how to perform Keyword Research for Amazon .

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As we have mentioned, within the product page we can find the back-end keywords section. Each keyword field has a limit of 50 words.

Keyword backend
Rules to follow in the back-end keywords field:

Do not repeat words.
Use synonyms and keyword variations.
Do not use too many variations of the same word.
Do not add punctuation marks as it limits space.
Product categorization
Correct product categorization is essential. Depending on the category searches, both the products and the rankings vary. Depending on the category selected, you may find more or less competition and the difficulty in positioning may be less.

For example, if we want to categorize headphones with a microphone, we could include it in:

Categorization example
Or in:

Categorization example 2
"Headphones with microphone" in the "Computer" category has 309 pages of results.

Paginated categorization
While if we categorize our product in “Headphones” within “Headphones and accessories” we have 400 pages of results.

Pagination categorization 2
The difference between the two is 91 pages of results, which translates to around 1,800 products. As this is such a competitive sector, there would not be much difference between categorizing the product in one category or another.

A decision would be made at the product level , depending on whether the product is a specialized headset with a microphone for a computer or whether it is a headset for everyday use.

Product Title
The product title is probably one of the most important factors in Amazon's algorithm. This includes the product's main keywords .

Example Title
First three results for the search “bluetooth headphones” and all three include the keyword.
Tips for optimizing your product title:

Include brand name.
Add the USP, some special feature of the product.
Information about the main function of the product.
Product material.
Color.
Quantity, if more than one unit.
Bullet points and product description
Other important factors are bullet points and product descriptions.

The description allows up to 2000 characters, in which keywords must be included in a natural way and a copy must be written with the benefits of the product . It must be attractive and convincing so that the user buys the product.

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Example product description
Example product description
Bullet points allow you to easily show the user relevant product information. Each bullet point allows for about 500 characters and are one of the most visible elements. Just like the description, they should include the main keywords and highlight the product's features and information in the 5 available bullet points .

Bullet points example
Bullet points example
Images
Products with high-resolution images have a higher conversion rate. That's why Amazon recommends large images with the highest possible quality. In its Seller Central, it recommends:

Amazon image requirements
Amazon Seller Central Requirements
A quality image increases the CTR of the product and also the conversion of the product within its file. Therefore, a higher CTR can increase sales and a higher conversion increases the positioning of the product .

Price
Price is not a factor that directly affects product positioning. But depending on the attractiveness of your product's price compared to your competitors, it will result in an increase in your conversion rate.

A higher conversion rate will mean an increase in sales, which will increase the product's position .

Note: It is important to establish a competitive and adequate price compared to the price of competitors.

Ratings
Like price, reviews do not have a direct impact on product ranking. They are more of a factor that increases the conversion rate and CTR of a product, as they convey trustworthiness to the consumer.

When searching for any product, we can see that the first results are usually products with a high number of reviews.

Example of ratings
Therefore, we can conclude that a high number of reviews causes an increase in sales that positively affects the positioning of the product.