Let’s be frank. Loads of retailers and brands selling on Amazon do not use its SEO capabilities to its fullest. Amazon is an ecommerce platform, and the tricks that work with regular SEO for Google or Bing, or whatsoever, do not always work with SEO for Amazon. Let’s see what is Amazon SEO, how you can boost the visibility of your products and eventually sell more. Plus, get to know how you can win Amazon Buy Box and what does Amazon’s Choice mean.
What is Amazon SEO
Now, you did not think buyers would find you just because you’re awesome. Or that your product is the best on the whole marketplace, and neatly meets the buyer’s needs with all the bunch of functionalities, tech specs, and all other benefits. Amazon SEO optimization is actually the reason and the answer to the visibility of your products.
Amazon SEO meaning is quite straightforward. It means to optimize your product listing in a way it would satisfy Amazon A9 algorithm and keep up with its set rules. But what is exactly A9?
Amazon A9. Why it’s there? And how it works?
SEO for Amazon sellers is powered by A9, Amazon’s product ranking algorithm. It is developed to help all the parties to get what they want. Brands and retailers — to draw customers' attention precisely to their product detail page, for customers — to find a right match for its demands, and for Amazon— to benefit from this perfect union, created in Amazon heaven. A9 search engine sees its goal as to accurately match shoppers’ search queries to the most appropriate and relevant product items. A9 displays the results based on the queries or keywords entered in its search field.
What does Amazon search rank depend on? Amazon SEO Guide
There are a few ranking factors Amazon sellers should learn: get to know why they are important and how they can be improved for better ranking.
- Product Title
This is the most crucial type of SEO Amazon product page should be upgraded at. The first keywords in a product title are the most important, as Amazon search algorithm A9 puts higher stress on it while analyzing customers’ shopping queries. Use 2-3 keywords in a product title to help Amazon show the product you sell to the relevant client. For better product visibility the first letters of the words should be written in capitals. Write the numbers as numerals. This is not a demand, but A9 will chew it better then. A product title should include those:
- Key feature
Keep the title rich on keywords, although clean: Amazon limits title search for up to 100 characters.
Amazon would display a different amount of keywords in a title depending on the placement:
- 115-144 characters when appearing in organic search
- 30-33 characters in the right rail ads
- 55-63 characters in the mobile web version
Appealing and correct product title also improves a product’s conversion rates and CTR (click-through rates). So pay extra attention.
- Bullet points are the guiding lights for A9
What are the ultimate rich bullet points for the Amazon marketplace? First, there’s a minimum of 5 bullet points per product item. It is better sellers provide more information unless the product is as simple as a wooden pencil. The right amount of keywords in bullet points is a certain sign for A9 that the product is the right match, so it will try to put it higher in search results.
This is what Amazon recommends for its sellers. And we already know that Amazon’s recommendations should be taken as a rule, and not something optional.
Bullet point #1 General product description
Bullet point #2 Materials and construction
Bullet point #3 Details on most important product features
Bullet point #4 Other important features
Bullet point #5 Dimensions
How can you choose the right keywords? Define what describes your product best, compare it to the actual search queries shoppers are doing, make a research of the best-performing sellers of the same product. What about external Amazon SEO tools? Do they help? Yes. There’s also a way to let the automation software do the job. Take, for example, product content syndication: where product information with the best and most appropriate keywords is uploaded automatically to your seller’s account. And if there are any product updates, the system will automatically renew the information or other more complicated data.
- Listing’s URL
Though you can't really control the URL directly, if you have considered it well in your product title, it will be automatically added within the URL.
- Amazon Sales Rank
A product with the lowest sales goes down to the very bottom of search results. And, accordingly, the product driving the best sales goes on the top. Basically, the more popular the product is, the more chances it will be Amazon’s favorite.
- More positive reviews = higher in search results.
Reviews are a big indicator for an A9 algorithm that the product is socially approved. But it is not about the average calculation of points given to a product. Amazon search engine considers other aspects like when a review was written down,... and did it come from verified Amazon shoppers, etc. Reviews by the separate feature could also be implemented.
- Comply with Product Images requirements
Product images must meet certain tech specs. TIFF, JPEG, GIF, and PNG are all great fits. File names should be made up of the product identifier (Amazon ASIN, 13-digit ISBN, EAN, JAN, or UPC) followed by a period and the appropriate file extension (Example: B000361475.png or 0755445963457.jpeg). Read more on Amazon.
Although product images do not impact the product’s SEO on Amazon directly, they are great at reducing the bounce rate and presenting the product to the customer. In this way, product images are big helpers on a stage, when the buyer is making the final purchase decision.
- Use Amazon SEO backend keywords
Neat and clean product pages draw attention to the product. Nobody canceled the aesthetics. Especially, when it could be combined with practicality. Hidden practicality. Feel free to toss as many keywords as you wish: they would not be visible to the customer, but what is great is that the Amazon algorithm counts it the same way as the visible ones. But do not waste time duplicating already known information here, like ASIN number, product title, or anything already listed somewhere in a product feed. Instead, list some commonly used terms in your niche. What is fascinating, you can include a translation of the main keywords in various languages, which would help broaden your buyers’ audience. You’d be surprised: not every American uses English as the main language.
- Product description
Product description in Amazon is a marketing text which goes right after bullet points. It is followed by the more explicit product information section, and additional information. This part includes product information like product features, dimensions, technical details, shipping info, ASIN number and more. In this section try to communicate as many product details as possible. Learn how to write really good product descriptions.
Keep all product information up-to-date. It is easily done with product content syndication. Learn more about it in our article What is Product Content Syndication.
- Delivery conditions matter too, yes
That includes shipping price and shipping methods. Low or free shipping is the best option to boost your ranks. Amazon also prefers sellers that use its services to organize deliveries (Fulfilment by Amazon).
Customers' journey on Amazon
Think this: your potential buyer is typing in product information in a search field. What kind of keywords he would rather use when searching? It is pretty straightforward if he does know for sure what he wants and he knows the name and a specific model name or whatsoever. But usually, it doesn’t work that way. Situation: Hank saw a new laptop of one freelancer during a lunch break at Costa. He came to her and showed admiration, asked a few questions. Now that was a kickstart for him to look at the same or similar laptop option. And all he recalled after a talk with a stranger is that the processor was flying with the speed and efficiency of Japanese hyperspeed trains. Also he recalled it has 64 GB+ of RAM...and a word “Thunderbolt” and something about “grams” was coming somewhere from the back of his head, but what the heck is this Hank got no idea. What would be Hank’s actions from now on?
He would go to Amazon and type in all the random keywords he remembered. But first, he might choose to shop by category Electronics. He would use Amazon Search Filters and choose the specific RAM capacity.
Important: Amazon Search Filters are created to help A9 understand if a product is white or black, of a certain manufacturer, price, etc. Mention all the product information aspects to your product copy to boost SEO for Amazon listing. Only then Amazon SEO algorithm would display your product in the subset of the filter query.
Getting back to Hank. Now, he also might use a search tab and try to type in different combinations of information he possesses (like, “gram” or “thunderbolt”). Basically, here comes into play the importance of product feed. First, what is a product feed? Simply put, it is a doc with all product information: SKU, name, price, color, dimensions, material and construction, features, tech details, product identifiers (MPN, ASIN, UPC, EAN, ISBN) and all other possible items’ attributes. Moreover, it is about having quality pictures and videos, in all possible angles, with an ability to rotate, zoom in, etc. By specifying and constantly keeping the product content updated you increase chances to rank higher in Amazon product SEO. Luckily, you do not have to manually keep the track of any updates needed to be applied to the product you sell, or even push the product feed to the marketplace yourself. Product content syndication helps sellers to quickly connect and push full product information to Amazon. And you do not need to worry about complying with Amazon data structure or that products are miscategorized, which greatly affects your Amazon SEO ranking.
What to do if a product already exists on Amazon
There could only be ONE and only product details page per unique product. This means that if the product you’re selling is already on Amazon, you cannot create another product page for the same item. So you would use an already existing one. For better, or for worse, you can’t control the information on the existing product listing. That is the right moment to concentrate on your performance as a seller and compete for a Buy Box.
Starting selling on Amazon? Here’s a guide on how to get started with Amazon product feeds and successfully sell on a marketplace.
Amazon Buy Box: what is this and what helps you win it?
Amazon Buy Box is a section located on the right side of the Amazon product detail page, where shoppers are able to add items to the shopping cart. It is estimated more than 80% Amazon sales transactions go through the Buy Box.
Sometimes Amazon divides the percentage share of Buy Box between sellers of the same product during the day. For example, the top-ranking seller would have the Buy Box for 78% of the day, while the less successful one will get the remaining 22%.
Well, not all sellers or resellers can get this precious box with treasures. One should have a perfect seller rank. What would determine this rank and eventually help win a Buy Box?
Low or free shipping is a clear sign for Amazon that you are the best candidate from all other sellers of the same product.
Same logic — the cheaper the product, the better. ALTHOUGH: If trying to sell the same item cheaper somewhere outside Amazon, beware. According to Inc.com, Amazon will take away the one-click buy button from you. And instead of the “Add to Cart” button your customers will only get ‘See all Buying Options.”
- Feedback vs. Review
Feedback = review of a buying experience given by customers. Review = product evaluation.
Pay attention to both, but keep in mind that it is a feedback that would help you rank as a seller, and not just promote a product (that could be sold by multiple Amazon sellers).
- Product Stock
Out of stocks? Forget winning the Buy Box. But there’s always a way to deal with it, so catch some tips.
- Set a Zero stock. Put 0 for each product SKU you are running out of, and then add the products in your upload.
- Find the ‘Start Your Holiday’ button in “Store Settings” , it will hide your listings for 36 hours.
- Fulfillment options
Amazon is quite a strategic mind. It will give preference to the ones who use FBA (Fulfillment by Amazon) option and SFP (Seller Fulfilled Prime), where you ship according to marketplace rules. Choosing to ship items yourself, you’re basically putting yourself behind your competitors.
- Condition of items
To be eligible for Amazon Buy Box you must sell only new products.
And of course, you have to have an Amazon Seller Account. Get all those points done and sharpen your product content: and it would help you to rank in top on Amazon search and get to BuyBox.
Here’s one more bonus sellers can get: Amazon’s Choice. What does Amazon’s Choice mean? That is simply marketplaces recommendations of the best item for a specific search query. Amazon does not expose how exactly it makes its choice, but usually, these are top-rated, well-priced products available to ship immediately.
Take an Amazon algorithm as your friend, do not think it will try to play against you. You just have to act within its rules. Remember, that most of the shoppers would never see after the top 3 product listings, so it is important to outplay the competition using given Amazon SEO tips to get to that top. Product content matters: its richness, and the way it is distributed to the Amazon. Product content syndication can help nail down your product content to make it work in the highest synergy with A9 algorithm, It also helps to effortlessly deliver rich and optimized product information to its endpoint on Amazon. All these inevitably help you rank in top in Amazon search.