Indepth Analysis: Amazon’s Search Algorithm and How to Optimize for It
Published: August 25, 2023 | Amazon, Case Studies & Guides, E-Commerce Strategy, Tips & Tricks
Amazon’s A9 algorithm determines which products appear, and in what order, in search results. For sellers on Amazon, understanding the nuances of A9 is paramount to visibility, traffic, and sales. Here, we’ll delve deep into how the algorithm works and the strategies to optimize for it.
Basics of A9 Algorithm:
- Function: Determines product rankings based on relevancy to user queries.
- Objective: Deliver the most relevant results to enhance user experience and maximize conversions.
Key Factors Influencing the Algorithm:
- a. Product Relevance:
- Title: Use relevant keywords, brand name, and product features.
- Backend Keywords: Terms not in the title, but relevant, can be added as backend search terms.
- b. Conversion Rate:
- Product Images: High-resolution, multiple-angle shots.
- Price: Competitive pricing can enhance conversions.
- Availability: Maintain stock to avoid downticks in rankings.
- Product Descriptions and Bullet Points: Detailed, clear, and keyword-rich.
- c. Customer Satisfaction and Retention:
- Product Reviews: Positive reviews boost rankings.
- Order Defect Rate (ODR): Lower ODRs are favored.
- Shipping: Fast and reliable shipping enhances customer satisfaction.
Secondary Factors:
- Advertising on Amazon: Sponsored product ads can improve visibility.
- Parent-Child Listings: Variation listings can consolidate reviews, enhancing ranking.
- Time on Page and Bounce Rate: A reflection of content relevance and quality.
Strategies to Optimize for Amazon’s Algorithm:
- a. Comprehensive Keyword Research:
- Tools like Helium10, Jungle Scout, or MerchantWords can aid in finding relevant terms.
- Include long-tail keywords and synonyms.
- b. Enhanced Brand Content:
- A+ content and brand stores can provide a richer customer experience.
- c. Actively Manage Reviews:
- Respond to negative reviews constructively.
- Encourage satisfied customers to leave positive feedback, but avoid explicit solicitation.
- d. Improve Product Availability:
- Utilize Amazon’s fulfillment methods, like FBA, to ensure fast shipping and stock availability.
- e. Use Promotions Strategically:
- Lightening Deals or discounts can increase sales velocity and enhance organic rankings.
Pitfalls to Avoid:
- Keyword Stuffing: Can lead to poor user experience and may be flagged by Amazon.
- Inaccurate Product Data: Can lead to higher returns and negative reviews.
- Violating Amazon’s Policies: Can lead to listing suspension or account deactivation.
Beyond A9: The Role of A10
Recent whispers in the seller community point to a potential new algorithm, A10. While details are still emerging, factors like external traffic, PPC campaign success, and on-page engagement appear to be growing in importance.
Optimizing for Amazon’s search algorithm demands a holistic approach encompassing product relevance, customer satisfaction, and conversion tactics. As the marketplace evolves, sellers must stay abreast of shifts in the algorithm and adjust strategies accordingly to maintain visibility and sales.
Interested in learning more about the ins and outs of Amazon? Reach out to our experts today.
