This is how you can improve or optimize your Amazon ranking
Amazon is the number one online sales platform. But it is often difficult for sellers to make their products visible in the wide range of offers. An important role is played by where products are displayed in the Amazon search — i.e. how good the Amazon ranking of the articles is. Find out here how the Amazon ranking is achieved and how you can improve your Amazon ranking.
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What is Amazon ranking?
Amazon ranking is the placement of products on the Amazon page. When Amazon users search for a specific product, highly ranked articles are shown first, and lower-ranked products only appear on the next search results pages. As with Google rankings, it is of course desirable for sellers that their product is displayed first and not that of the competition. Because: The better the ranking, the more likely it is that potential buyers will click on your product and then buy it. It is therefore recommended for sellers to optimize the Amazon ranking of their products.
Improve Amazon ranking: Influence of the Amazon A9 algorithm
Basically, it can be said that Amazon ranks highly for items that are considered relevant. This relevance is calculated by the Amazon A9 algorithm. It determines in which order products are presented to buyers on Amazon. The higher the ranking algorithm estimates the probability that the customer will buy a product when they enter a specific search term, the better they rank the offer. To do this, Amazon's algorithm uses performance factors and relevance factors. Sellers have influence on the latter in particular and can thus improve their Amazon ranking by building their offers according to the requirements of the Amazon A9 algorithm.
Improve Amazon ranking through on- and off-page SEO
To improve Amazon rankings, buyers should look at on- and off-page SEO. On-page SEO, also Amazon MPO (marketplace optimization), means the optimization within the offer based on Amazon's ranking algorithm. The so-called relevance factors, such as product title or description, are important here.
Offpage SEO improves Amazon ranking by allowing external sites such as blogs to refer to products via affiliate links and more potential customers access the article via backlinks.
You should pay attention to these relevance factors to improve/optimize your Amazon ranking
As part of on-page optimization, the relevance factors are designed in such a way that the Amazon ranking improves. Let's take a closer look at some of these relevance factors and their influence on the Amazon ranking here.
Product title
The product title alone has an influence on the Amazon ranking. By strategically using specific keywords, which often occur in connection with the product name, you can improve the Amazon ranking. To do this, keyword research should be carried out using professional tools. In the best case, the product title mentions brand, name or product type, if applicable type or model number, color, size, material and characteristics of the product.
In any case, you should avoid simply stringing keywords together. The product title should encourage people to buy and must not exceed the maximum length specified in Amazon's style guide. Otherwise, the ranking will deteriorate or your offer will even be blocked.
Bullet Points
The bullet points that can be displayed with every offer have a similar influence on the Amazon ranking as the product title. Here, too, the most important keywords should be placed in a reader-friendly manner in order to optimize the Amazon ranking. Since this information is the basis for the purchase decision for many buyers, keywords should not simply be strung together here either. Failure to comply with the style guide also leads to ranking losses here. The usually five bullet points should not be longer than 1,000 characters in total, i.e. 200 characters per bullet point.
backend
In the backend of the sales offer, you can enter relevant keywords in the “General Search Terms” or “General Keywords” field to optimize the Amazon ranking. These terms are not visible to buyers but help generate accurate search results. It is best to use keywords that have not yet been placed in the listing, add typical spelling mistakes, generally alternative spellings, or translate keywords into other languages.
pictures
High-quality product photos not only have a positive influence on the purchase decision, but also improve the Amazon ranking. The images should be in high resolution (i.e. at least 1000 x 1000 pixels) so that the zoom function can be used.
Product description
The product description has only limited influence on the Amazon ranking. In the best case scenario, relevant keywords should already be included in the title, in the bullet points and in the backend. Because whether keywords in the product description improve the Amazon ranking is disputed. So above all, make the product description customer-friendly and use the space to convince visitors to the site to buy. A short FAQ is also recommended, as this increases customer friendliness and has a positive effect on the Amazon ranking.
Choice of product category
The choice of product category is not only relevant so that potential buyers find items, but also has an influence on the ranking. Products that do not fit into the category are ranked worse. In addition, the chances of a good ranking are of course better if only a few articles are listed in the category.
Other relevance factors
In addition to the relevant factors mentioned above, the return rate, availability and shipping costs can also have an impact on the ranking. If the return rate is high, the product is constantly sold out or if shipping costs are expensive, Amazon may rank the offer worse, as these factors are not customer-friendly.
Improve Amazon ranking through performance
Improve Amazon ranking through performance
Click-through rate
The click-through rate (CTR) shows how often an article was clicked on. Articles that are clicked on frequently are ranked better because they are likely to be of interest to customers. Organic clicks can only be influenced slightly. However, you can improve your click-through rate and thus your Amazon ranking by having blogs or other websites link to your product via affiliate links as part of a PPC campaign.
Conversion rate
The conversion rate measures how many views have led to a product purchase. It is one of the most important performance factors for the Amazon ranking. A high conversion rate improves the Amazon ranking. If article views never or only rarely lead to a purchase, the ranking worsens. With a good product description and an attractive price, you can increase your conversion rate.
customer reviews
Amazon ranks better for products that are often rated very well. With a detailed and honest product description, you can prevent disappointment and thus avoid negative reviews. With Amazon Vine, you can make your items available to product testers, who will write a review in return. This allows you to increase the number of reviews. Sellers who make their item available to product testers free of charge via Amazon Vine are of course not entitled to a positive review.
prize
The price influences the performance of the product. A high price can have a negative impact on the ranking if similar items are offered significantly cheaper.
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At ritter, we have noticed that the use of the Amazon marketplace by our retailers has increased significantly in recent years. The Amazon platform offers our retailers the opportunity to significantly increase their reach. We support our retail partners by optimizing our content so that our retailers achieve a higher conversion rate and measurably higher traffic leads to more sales. In addition, it is our goal to strengthen the brand identity of our entrepreneur on Amazon through targeted branding. With Faru, we have found a partner who understands the Amazon business — with all its peculiarities. In daily collaboration, you can see that Stefan has been with Amazon from the start and that the entire team has internalized the DNA. I enjoy the trusting cooperation and our — almost blind — common understanding. In my opinion, the Faru team's biggest strength is adapting to the different requirements of your business partners.
ritterwerk GmbH
At ritter, we have noticed that the use of the Amazon marketplace by our retailers has increased significantly in recent years. The Amazon platform offers our retailers the opportunity to significantly increase their reach. We support our retail partners by optimizing our content so that our retailers achieve a higher conversion rate and measurably higher traffic leads to more sales. In addition, it is our goal to strengthen the brand identity of our entrepreneur on Amazon through targeted branding. With Faru, we have found a partner who understands the Amazon business — with all its peculiarities. In daily collaboration, you can see that Stefan has been with Amazon from the start and that the entire team has internalized the DNA. I enjoy the trusting cooperation and our — almost blind — common understanding. In my opinion, the Faru team's biggest strength is adapting to the different requirements of your business partners.
ritterwerk GmbH
The FARU approach impresses with an extremely structured and solution-oriented approach. The work is always tailored to the specific needs of the customer and shows a high degree of flexibility, which is particularly advantageous in complex projects. FARU's clear goal orientation and methodology ensure that projects are completed efficiently and on time. Communication is on a high professional level. It is always transparent, clear and effective. Particularly noteworthy is the regular coordination, which ensures that all parties involved are always kept up to date with the same level of information. Misunderstandings are thus avoided and the entire process remains seamless throughout. Stefan shows himself to be an extremely competent and experienced partner. His solution-oriented approach and deep understanding of the individual requirements of customers make him a valuable partner. He acts proactively and brings well-founded, pragmatic solutions to the projects. Working with him is characterized by a high level of professionalism and reliability. Overall, a very good experience that I can only recommend.
Ledkia.com
Through cooperation with FARU, we were able to establish clear structures and know-how so that the Amazon business can be expanded sustainably. The focus of our project was in fact on input factors: 1) selection, 2) availability and 3) price/marketing. FARU's reports gave us new transparency on these factors and the measures that were proposed were immediately comprehensible to us and worked in the end.
BLOMUS GMBH
In collaboration with FARU, we were able to increase our turnover by +260% compared to the previous year. In close cooperation with FARU, we perfected our product availability and content optimization measures led to a 10% better conversion rate. FARU increased traffic by 466% through AMS campaigns. The expansion of our presence in the EU contributed a further +1.668% to growth. We have recently entered the US marketplace with FARU and are looking forward to a strong result!
Baumbad bewässerung oü
FARU's way of working is really impressive. The preparation of appointments is always thorough and the content and analyses of current sales are detailed and clearly presented. Particularly noteworthy at FARU is the factual, constructive and pragmatic communication, which makes cooperation very pleasant and efficient. In addition, Stefan is extremely personable and has impressive expertise — a real asset to our collaboration.
Accentra GmbH & Co. KG
Influence of direct and factors on Amazon ranking
In addition to relevance and performance factors, Amazon SEO also differentiates into categories, direct and indirect ranking factors. Direct ranking factors have a direct influence on the ranking. This includes many relevance factors such as product title, bullet points, backend keywords, product category and delivery conditions, as well as performance factors such as click-through rate, conversion rate, sales frequency, return rate and seller ratings.
The indirect ranking factors in turn have an influence on the direct factors. These include all factors that increase their sales opportunities, such as selling price, Prime shipping, images, videos, A+ content and positive customer reviews. If you are well positioned for these indirect factors, your sales quota or conversion rate and, as a result, the Amazon ranking of your product will increase.
Improve Amazon ranking/optimize through promotions and Amazon FBA
In addition to measures to optimize organic reach, Amazon sellers can also use promotions to improve their Amazon ranking. Through promotions such as Amazon Lightning Deals, discount coupons, or advertisements, you can increase the visibility of your products.
If you use shipping by Amazon, i.e. Amazon FBA (Fulfillment by Amazon), you can also achieve a better ranking. Amazon Prime customers can thus choose faster delivery, which has a positive effect on the conversion rate of their product. FBA products are also preferred in the ranking on Amazon. As an alternative, there's “Prime by seller,” if you enjoy the same Prime rankings as FBA but want to handle shipping yourself.
Conclusion: Improving Amazon ranking is possible
As you can see, there are numerous ways to optimize the Amazon ranking. However, this requires time and knowledge of the Amazon ranking algorithm and professional keyword research to improve the organic Amazon ranking. It is best to get help from a specialized agency such as Faru to optimize your Amazon ranking. This is how you invest sustainably in the visibility of your products and your success as an Amazon seller.
Frequently asked questions about improving/optimising Amazon rankings
Why is it important for retailers to optimize their Amazon ranking?
A good Amazon ranking means that your product is shown to more customers. This increased visibility provides greater sales opportunities.
How is the Amazon ranking calculated?
The Amazon algorithm A9 calculates how relevant an item is for Amazon customers. To do this, the algorithm uses relevance and performance factors from listings.
What is Amazon SEO?
Amazon SEO optimizes the Amazon ranking by adjusting direct and indirect ranking factors to improve the relevance and performance of the listing.
Which factors can improve the Amazon ranking?
Direct factors such as product titles, bullet points, backend keywords, click-through rate or conversion rate, but also many indirect factors such as price, reviews and product images have an influence on Amazon ranking.
Schedule a call with Stefan, marketing specialist. He'll answer any questions.
Make an appointmentPlease contact us!
Interested in an exchange? We are looking forward to your message!
