The Ultimate Amazon SEO Checklist
101 Amazon Ranking Factors
Content Strategist at MarginBusiness
Table of Contents
Online selling is a fine art—a craft that requires skillful product listing. But how do you catch the attention of potential customers? How do you convince them that your product is the answer to their needs? And with fierce competition, how do you stand out?
That’s where an effective online sales pitch comes in. It solves the problem of standing out in a crowded marketplace.
Let me tell you, it’s not an easy task.
But fear not, because we are here to guide you through it.
Now, let’s talk about Amazon. Your product listing on this platform holds tremendous power. It’s your chance to showcase your product and win over customers. So, what should you include in your listing?
Everything they need to know!
Clear and honest product descriptions are a must. They provide valuable information about your product’s features, benefits, and value for money. But words alone won’t cut it. You need images—images that bring your product to life.
Imagine this: high-quality images that show the product from all angles, demonstrating its dimensions and use cases. These visuals not only inform but also captivate potential customers, making them envision how your product can enhance their lives.
But let’s not forget the power of customer reviews. Online shoppers heavily rely on them. Reviews are like a window into your brand’s reputation. They reveal the quality of your products and how well you treat your customers. Positive reviews instill trust and confidence, while negative ones can raise red flags.
Ultimately,
Customer reviews tell a story—a story of satisfaction or disappointment.
They act as social proof, guiding potential customers in their decision-making process. So, remember to deliver exceptional customer experiences and keep your delivery promises.
In the vast online world, where competition is fierce, your product listing on Amazon can make or break your success. With attention-grabbing descriptions, compelling images, and stellar customer reviews, you’ll create an irresistible offering that sets you apart from the rest.
So, what are you waiting for?
It’s time to unleash the power of your product listing and watch your online sales soar!
Here is our ultimate Amazon SEO Guide with over 100 SEO factors and elements:
Amazon Product Optimization – the Art of Crafting Product Listings
Amazon Optimization is an artful skill that involves crafting product listings that captivate and draw in customers on Amazon. If you want to boost your sales and increase your turnover, optimization is the way to go.
It’s like the secret sauce to keeping your products right at the top of those coveted Amazon ranks.
In this article, we’re diving deep into the fascinating realm of the Amazon search algorithm. We’ll unravel its mysteries and uncover how you can harness its power to your advantage.
So get ready to learn how to make the absolute most of Amazon search and propel your products to new heights.
Recommended Read: Amazon AI Product Listing Optimization
Need help to create and optimize your Amazon listings? Feel free to connect Margin Business Team!
Amazon SEO and Its Importance for Amazon Sellers
Amazon is the world’s biggest online store. The company has 1.9 million sellers selling to 300 million active customers in 180 countries. Amazon sells more than 3 billion products globally annually, and the numbers keep growing.
The only way for Amazon sellers to compete in such a competitive market is to be seen by as many customers as possible. Clever, diligent Amazon SEO has its rewards – Amazon search visibility.
Data tells the story:
- According to a study by Feedvisor, products that appear on the first page of search results enjoy an average conversion rate of 16%. As you move down the search results, the conversion rate decreases significantly.
- According to a study by Invesp, an optimized listing can increase click-through rates by up to 30%.
- A study by Splitly found that optimizing product titles and images alone can lead to a 10% increase in conversion rates.
- According to a survey by BrightLocal, 84% of consumers trust online reviews as much as personal recommendations.
- According to a study by Jungle Scout, sellers who invest in optimization and have highly ranked listings generate 70% more sales compared to those with lower rankings.
1. What is Amazon SEO?
Amazon SEO (Search Engine Optimization) is the process of optimizing Amazon product listings. The goal is enhanced product visibility to drive traffic and sales.
Amazon listing SEO involves optimizing listing elements like product titles, descriptions, bullet points, images, and reviews. The aim is to improve listing relevance and appeal to Amazon’s search algorithm.
Amazon SEO is crucial for Amazon sellers and brands as it directly impacts sales and revenue. The higher a product ranks in Amazon search, the more likely it is to be seen and bought by potential customers. Product listing optimization is essential for Amazon’s organic traffic and sales growth.
2. Why is Amazon SEO Important?
Amazon SEO is important for so many reasons. These include
- Visibility – There are millions of products listed on the Amazon platform. Without effective SEO, your products will get lost among the many competing products. Optimize your listings for relevant keywords and search terms. You’ll increase the chances of customers noticing your product listing.
- Traffic – The higher your product ranks in search results, the more traffic it will attract. More traffic means more potential customers and increased sales and revenue.
- Sales – Customers are more likely to click on and buy products at the top of search results. Effective Amazon SEO should get your listing to the top of the Amazon search.
- Brand recognition – As your products rank higher in Amazon search results, more customers will see your brand and recognize it.
- Competition – Amazon SEO gives you a fighting chance of growing your online business.
Understanding Amazon's Search Algorithm
A9 Amazon’s search algorithm is much the same as the Google algorithm in purpose and outcomes. The algorithm looks for keywords. Then it quickly matches the search keyword with the appropriate product.
Amazon always puts the customer first. It is the central objective of everything the organization does. The aim of the algorithm is, therefore, to deliver the best customer experience.
Amazon’s algorithm is a complex system that uses a combination of factors to determine the relevance and ranking of products. It uses the following information to ensure customers receive the service they desire.
- Keywords – When a customer enters a term on Amazon search, the algorithm matches the keywords with product listing keywords. Unless you find and use the relevant keyword your products won’t show up in the Amazon search results.
- Sales History – A product with a good sales history will rank higher in search results than a product with a poor sales record.
- Product Reviews – Products with many good ratings and reviews will receive a higher rank in the Amazon search results
- Product pricing – Amazon’s algorithm considers the price of the product. A competitively priced product should receive a higher ranking in search results.
- Availability – If a product is out of stock or unavailable, it will rank lower in search results.
- Sales velocity – Fast-selling products are higher up the rank than those that don’t sell too well.
- Click-through rate – demonstrates customer interest. A higher click-through rate will push the product up the Amazon ranks.
- Conversion rate – The Amazon algorithm search algorithm rewards high conversions with a higher ranking.
- Product images – Listings with high-quality pictures that accurately represent the product take precedence in Amazon rankings.
- Product information – Listings with detailed and accurate product information move up the ranks.
Amazon, data is structured to enable the company to offer customers tailored responses to search queries. Amazon uses customer browsing and purchase history to display useful search results. It constantly adapts search results to match customers’ online behavior. In essence, it learns customer preferences and tailors search result to deliver the best results.
For sellers, knowledge of how the Amazon algorithm works is empowering. These sellers can optimize their product listings, focusing on the essential factors.
Competitive pricing, good reviews, high-quality images and accurate and detailed information pay dividends. This is the basis of Amazon optimization.
Amazon SEO is the only way to ensure that customers see your products when they buy online.
101 Amazon Ranking Factors
A large number of interrelated ranking factors renders Amazon SEO relatively. complex. The good news is that Amazon optimization will help you to improve your Amazon business. Amazon optimization criteria depend on sound online management principles.
These include improving sales volumes and customer service: excellence.
1. Product Title
Your product title is the key to drawing customer attention. Amazon search uses the title as a primary source for the search criteria. Amazon recommends that sellers should follow the pattern below for title development.
Brand + Sub-brand + Model + Size + Description + Features
Keywords
Your product title must include relevant keywords, or it won’t rank. Use the most important keyword in the first 80 characters of the title. Choose high-volume keywords that also have high relevance. If you use less relevant keywords, you could invite a high volume of bouncers – traffic that doesn’t convert. The Amazon algorithm demotes high bouncers down the ranks.
Jungle Scout and Helium 10 have proven track records in helping Amazon sellers optimize their listings and improve their keyword strategies.
With Jungle Scout’s Keyword Scout, you can discover high-volume keywords, track keyword rankings, and get insights into the search volume and competition for specific keywords.
And Helium 10?
One of its standout features is the Cerebro Tool, which allows you to conduct in-depth keyword research. It provides valuable data on search volume, estimated revenue, and competition level for specific keywords.
Product and Brand Name
Your title should match the information that appears on the product packaging. Start the title with your brand name, followed by relevant product details. Include only essential information saving any extras for the bullets and description.
Title Length
Amazon allows 200 characters per title, but it isn’t necessary, or advisable, to use them all. Understand that most searches happen on smartphones and should be optimized for smartphone usage.
A title of more than 80 characters will truncate on a smartphone, so a short and clever title, which includes relevant keywords is best. In addition, long titles are harder to read and may lose their effect and customer interest.
Title formatting
Ensure Proper Capitalization and Formatting in Product Titles
When crafting your Product Titles, it’s essential to follow specific guidelines to ensure clarity and consistency. To achieve this, consider the following points:
- Capitalize the first letter of each word, except for prepositions and conjunctions that are three letters or fewer.
- Use numerals for numbers instead of spelling them out (e.g., “3” instead of “three”).
- Spell out the word “and” in lowercase, except when it is part of a product’s brand name.
- Spell out words that indicate measurements, such as inches, feet, ounces, pounds, etc.
- Include product details like size or color in the Product Titles only when they serve as distinguishing features, such as when an item is available in multiple colors.
By adhering to these guidelines, you ensure that your Product Titles are formatted correctly, easily understood, and consistent across your inventory.
This attention to detail enhances the professionalism and clarity of your listings, ultimately improving the customer experience.
2. Product Features
Key features appear on Amazon as bullet points. Potential customers use the bullets to evaluate whether the product fills their needs. If the features appeal to them, they may proceed to the description to learn more.
Tips for Bullet Points
- Each product listing should have five bullets.
- Consider your target audience when drawing up the bullets. Highlight key features and describe how your product solves a problem for your target market.
- Each bullet point can contain up to 500 characters. However, it’s crucial to note that only the first 1,000 characters from the total of 5 bullet points will be indexed for keywords by search engines.
- To maximize keyword visibility and avoid keyword stuffing, it is recommended to keep each bullet point around 200-250 characters at most. This allows ample space to strategically incorporate relevant keywords in each bullet point.
- Your bullets lay the foundation for your product description.
3. Product Description
Your description will ultimately sell your product. Potential customers will use it to understand your product proposition. They’ll match your description with their needs and lifestyle requirements.
Make your description engaging and easy to read. Don’t exaggerate the product features. Your customers will be disappointed and may return the goods or post a negative review.
- Use Relevant Keywords: Incorporate relevant keywords in your description that are commonly used by customers when searching for products like yours.
- Highlight Unique Selling Points: Clearly communicate the unique features and benefits. Explain why your product stands out from the competition and how it can solve the customers’ problems or fulfill their needs.
- Be Clear and Concise: Keep your description concise and easy to read. Use short sentences and bullet points to convey information effectively.
- Provide Specific Details: Include important details such as product dimensions, materials used, colors available, and any other relevant specifications.
- Utilize HTML Formatting: Use HTML formatting to enhance the visual appeal of your description. This can include using bold or italicized text, headers, and bullet points to organize information and make it easier to scan.
- Include Customer Reviews: Incorporate positive customer reviews and testimonials in your description to build trust and credibility.
- Optimize for Mobile: Ensure your description is mobile-friendly, with shorter paragraphs and clear formatting that is easily readable on smaller screens.
- Monitor and Adjust: Continuously monitor the performance of your product listing and make adjustments as needed.
4. Describe Your Unique Product Proposition
Your description should explain why your product is better than a competing product. Use it to broaden the information provided in the bullets. You can also include other features not presented in the bullet points.
Help your customer imagine your product in use, describing how your products could enhance their lives and solve their problems. If you can, provide proof of your claims. If, for example, your product has won an award or accolade or has a professional endorsement, this is the place to highlight it.
Buyers need to know why they should spend their money on your product rather than on the hundreds of competing Amazon offerings. How will your product create value for them? What is your unique product proposition?
Sellers may use 2,000 characters in this section. It’s a good idea to make the most of this allowance to convince customers that yours is the product they need. You may include company, brand, and product details in this section.
5. Product Images
You may use nine images, including the main image. Use them all. Online buyers don’t have the benefit of touching or experiencing the products they buy. Your pictures must make up for this deficit. Use high-resolution images.
According to a study by Salsify, 75% of online shoppers consider product images essential when making a purchasing decision.
The first image should showcase your product. It should cover 85% of the available space.
Here are two of the best tools you can use to optimize your Amazon product images:
- Canva: Canva is a versatile graphic design tool that offers a user-friendly interface and a wide range of templates, fonts, and design elements. (Get into Canva)
- Adobe Photoshop: Adobe Photoshop is a powerful image editing software that provides extensive tools and features for optimizing product images. (Get into Photoshop)
Recommended Read: Amazon Product Image Optimization and Localization.
Need help to optimize professional product images? Let’s connect.
Making the Best of Secondary Images
Use your secondary images to show your product in use or to demonstrate the scale of the product. The main objective is to show the customer what your product looks like. You also want to highlight the product design and features and demonstrate its use and functionality.
- Zoom in to show close-up views of product features.
- Show your product from different angles.
- Include a picture of the packaging.
- Using lifestyle images and infographics can be highly beneficial for Amazon product listings.
- Lifestyle images can evoke emotions, demonstrate product features, and give a better understanding of its scale, functionality, or versatility.
- Infographics can showcase key selling points, highlight product benefits, or demonstrate a product’s unique features through visual elements like charts, diagrams, or illustrations.
- Your pictures must meet Amazon’s technical requirements.
Accurately represent the size of the product by showing it in use. Customers must know what to expect, or they may be disappointed and return the product.
Given their importance, it may pay you to hire a professional photographer to take pictures. At the same time, consider a professional video of your products in use.
6. Product Price
Amazon wants to provide customers with the best value for money, so the algorithm looks for competitive pricing.
Do your competitor analysis and understand comparative product prices before you set yours. Take account of shipping costs. If you offer to ship the parcel for free, you’ll have to factor transport costs into the price.
Here is how?
Competitive Pricing
According to a study by Jungle Scout, approximately 82% of Amazon sellers consider pricing as the most crucial factor in driving sales. Competitively pricing your products can help you gain a competitive edge and attract more customers.
Price Sensitivity
Research conducted by Repricer Express suggests that even a small change in price can significantly impact sales on Amazon. They found that a 1% increase in price leads to a 1.5% decrease in sales, while a 1% decrease in price results in a 2.3% increase in sales.
Dynamic Pricing
Implementing dynamic pricing strategies can be highly effective. A study by Feedvisor revealed that 62% of Amazon’s top sellers use dynamic pricing tools to optimize their pricing strategies and maximize profitability.
Price-Perception Effect
The perceived value of a product can be influenced by its price. A study published in the Journal of Product & Brand Management found that consumers often associate higher prices with higher quality. Strategic pricing can help position your products as premium offerings, increasing their perceived value.
Price Testing
Experimenting with different pricing strategies is crucial for optimization. Split testing, also known as A/B testing, allows you to compare the performance of different price points. By analyzing the data from these tests, you can identify the most effective pricing strategy for your products.
Recommended Read: How To Price A Product On Amazon
Need help to optimize pricing strategy of your product? Feel free to connect!
Your price must cover the costs and return a reasonable profit. Finding a competitive product with a unique selling proposition is vital to Amazon business success. Use market and competitor research to find a niche product that can compete on price.
7. Prime Shipping Availability
Prime Shipping can significantly impact your product’s performance and ranking on Amazon. Prime members benefit from free next-day delivery, and this draws keen interest.
Amazon Prime members spend more money and shop more frequently than non-members. The premium service has over 200 million members. Prime products rank higher on Amazon than products that don’t carry a Prime badge.
Prime Membership
As of September 2021, there were over 200 million Amazon Prime members worldwide, according to Amazon’s CEO, Jeff Bezos.
Prime Eligible Products
Amazon Prime offers fast and free shipping on eligible products. As of my knowledge cutoff in September 2021, there were more than 200 million Prime-eligible products available on Amazon.
Delivery Speed
Prime offers various delivery options, including Prime One-Day Delivery and Prime Two-Day Delivery. These services aim to deliver eligible products to Prime members within one or two business days, respectively.
Prime Now
Amazon Prime Now is an additional service available in select cities that offers ultra-fast delivery, often within hours. However, availability and delivery speed may vary based on location.
International Prime
Amazon Prime is available in multiple countries, including the United States, United Kingdom, Germany, France, Canada, Australia, and many more. Each country’s Prime service may have specific shipping options and benefits tailored to local customers.
Prime Day
Prime Day is an annual shopping event exclusive to Prime members, offering discounts and deals on a wide range of products. It has become one of the largest online shopping events globally.
Amazon prominently features Prime Shipping eligible products with Prime badges displayed next to their listings. These badges indicate fast and reliable shipping. Prime members often prioritize Prime-eligible products in their search results. Amazon products with the coveted Prime badge enjoy increased visibility and sales.
8. Buy Box Advantage
Seller who get brand registry dont have buy box issue as no one is allowed to sell their product so we highly recommend sellers to get their sell their own brand in todays ecommerce world.
Winning the Buy Box on Amazon could have a significant impact on your ranking and performance. The Buy Box ensures that your product features in a prime location, increasing visibility and exposure to a broader customer base.
The Buy Box is displayed prominently on a product listing page. It is, therefore, the most convenient way for customers to add items to their carts. It provides customers with a seamless buying experience. Buyers can put the product into their carts without having to compare prices. Customers have higher trust and confidence in sellers with the Buy Box, so your conversion rates should improve.
The Buy Box award is not determined solely by price. Factors like seller performance metrics, fulfillment options, inventory availability, shipping speed, and customer feedback also count. The Buy Box goes to sellers with good sales and customer performance metrics. Winning the Buy Box indicates that your product consistently sells well and meets customer expectations.
(Recommended Read: Amazon Localized SEO)
Need help optimizing your listings for Amazon Buy Box? Feel free to connect!
9. Sales History
Amazon’s main objective is to remain competitive while pleasing its customers. For this reason, the Amazon search algorithm factors in the product sales history. The higher the transactional value and quantity, the higher the listing will rank.
A consistent history of good sales shows product popularity. Amazon also tracks product listing conversion rates and prioritizes those with higher conversion rates.
Sales history also affects customer engagement metrics like product reviews, ratings, and customer feedback. Products that sell well will accumulate more reviews and ratings. This is a vital Amazon ranking factor. Positive customer engagement shows that the product is well-received and satisfies their expectations.
Early sales performance for newly launched products can significantly impact their visibility and ranking.
10. Inventory Availability
Run out of inventory, and you may see your product drop way down the Amazon search rank. If you have no stock, the Amazon algorithm will demote your listing. Stock shortages will also affect your Amazon account health.
Inventory availability will affect your Amazon ranking in several ways.
- Buy Box eligibility – Inventory availability is vital for Buy Box eligibility.
- Product availability and fulfillment options – Amazon prioritizes products with stock available for immediate shipment. Products marked as “in stock” are more likely to receive a higher ranking than products out of stock or with limited availability. Using Amazon FBA (Fulfillment by Amazon) also improves rankings due to fast and reliable shipping.
- Shipping and delivery performance – Consistently meeting shipping and delivery metrics will positively influence your Amazon ranking. Availability of inventory plays a vital role in meeting these metrics.
11. Customer Reviews and Ratings
Amazon takes product reviews seriously. These reviews show clearly what your customers think of your products. A string of complimentary reviews will do wonders for your sales and help your product up the Amazon ranks.
Data tells the story:
According to a survey by BrightLocal, 87% of consumers read online reviews for local businesses, and 95% consider reviews important when making a purchase decision.
Another study by PowerReviews revealed that 70% of consumers consult reviews or ratings before making a purchase on Amazon.
You can increase the good reviews you receive and guard against unfavorable ones. Here’s how
- Provide answers to questions promptly to engage with your customers and show that you care.
- Though you may not push customers to give you a review, Amazon allows you to ask once for a review. Push the “Request a Review” button within a week or two after delivery.
- The best way to get high product ratings is to provide a quality product and on-time delivery.
- It is also crucial that you accurately describe your product. If customers receive products that deviate from what they expected, they may return the goods and punish you with a poor rating.
12. Keyword Quality and Relevance
Keyword relevance and quality are among the most important Amazon ranking factors. The Amazon algorithm scans listings for keywords to quickly make the most relevant search matches.
Irrelevant keywords won’t attract your target market. Visitors will leave your listing to find what they want. Creative titles and engaging content rich in relevant keywords will help your listing up the ranks and give you a better chance of attracting sales.
Amazon sellers can access Amazon’s keyword tool to find current keywords trending for similar products, The idea is to find high-volume keywords with lower competition.
Keyword use is not static. You should regularly check your listings to ensure your keywords remain up-to-date and relevant.
13. Backend Keywords
Customers can’t see your backend keywords. They are nonetheless important. Backend keywords bring value to your listings by improving the ranking and boosting traffic.
Amazon allows sellers to use up to 250 bytes for backend keywords. One character takes approximately one byte. Amazon will warn you when you reach the top end of your byte allocation.
The back end is the best place to put frequently misspelled words. You can also use it for synonyms that customers may use to find your products. If, for example, you sell facial moisturizer, you could include words like lotion and face cream.
Abbreviations and alternative names may also go into your backend keywords.
Tips for Effective Backend Keyword Use
- Arrange your keywords in a logical order that reflects the product’s attributes. Start with broader terms and then move towards more specific or niche keywords. This can help Amazon’s search algorithms understand the context and relevance of your listing.
- Don’t add keywords you’ve used in the content. It’s a waste of a resource.
- Don’t worry about readability. Leave out all unnecessary words including articles and prepositions.
- You don’t need singular and plural versions of the same word. One or the other will suffice.
- Avoid subjective words like best or cheap.
- Use all 250 available bytes
14. A+ Content (Formerly Enhanced Brand Content)
Brand owners who have enrolled in the Amazon Brand Registry can access A+ content. Also known as Enhanced Brand Content (EBC), A+ content is a powerful tool for product listing enhancement.
The effective use of A+ Content can provide a richer and more engaging shopping experience to improve your Amazon ranking and attract more customers.
A+ Content Offering
Amazon sellers benefit from the following A+ content features.
- Enhanced Visuals – A+ Content allows you to incorporate additional images, graphics, and videos
- Detailed Descriptions – Include comprehensive product information like features, benefits, and usage instructions to help potential buyers make informed purchasing decisions.
- Brand Storytelling – Create an emotional connection with customers and build brand loyalty.
15. Fulfillment Method (FBA Or FBM)
Your order fulfillment method is yet another Amazon ranking factor that could affect your rank position. Most Amazon sellers use FBA or FBM. We discuss them below.
Fulfillment by Amazon (FBA)
If you’ve opted for FBA for order fulfillment, Amazon will hold your stock at its fulfillment centers, taking care of storage, packaging, shipping, and customer service on your behalf. Amazon ensures fast and reliable shipments.
Customers receive fast, free delivery because your products are Prime badge eligible. Amazon has a vast network of warehouses and transportation and can deliver almost anywhere. FBA users also qualify for the Buy Box advantage. All of these benefits will positively influence your Amazon ranking.
Fulfillment by Merchant (FBM)
With FBM, you are responsible for storing, packaging, and shipping your orders. You must also handle customer service inquiries and returns. You have more control over the fulfillment process, but your products do not automatically qualify for Prime Shipping.
When it comes to the Buy Box, FBA has the advantage. You can still qualify if you provide reliable shipping, excellent customer service, and competitive prices.
Your Amazon search rank isn’t directly affected by your chosen fulfillment method. The effects are more indirect and based on order delivery speed and reliability.
16. Conversion Rate
The conversion rate shows how often customers buy a product after viewing it. It plays a crucial role in determining your Amazon ranking. Higher conversion rates suggest your product is relevant and appeals to customers searching for related keywords.
The conversion rate is also closely linked to sales velocity or the speed at which your product sells. Higher conversions imply increased sales.
17. Click-Through Rate (CTR)
CTR measures the percentage of users who click on your product listing.
According to a study by Advanced Web Ranking, the first three organic search results on Amazon receive more than 60% of the clicks.
It shows your product’s relevance and popularity. A higher CTR shows that your product listing has attracted user attention, enticing them to click. Amazon interprets this as a positive sign of product relevance and is more likely to rank it higher in search results.
CTR also shows how effectively your product listing engages potential customers. An appealing title, compelling images, clear product information, and competitive pricing all contribute to a higher CTR. Amazon showcases products with higher customer engagement. It reflects an enhanced customer shopping experience.
The CTR indirectly affects your conversion rate. If your product receives more traffic, you have a better chance of converting it into sales.
18. Bounce Rate
The bounce rate is the percentage of visitors who leave your listing without acting. It shows Amazon that visitors didn’t find what they were looking for.
A high bounce rate shows a high level of dissatisfaction. It may indicate that you have not identified the most appropriate keywords. Alternatively, it may be that your listing is not engaging, failing to capture customer imagination or interest.
High bounce rates = Lower conversion rate
19. Product Category
Amazon product categories and sub-categories are structured like a tree. This structure ensures that customers can quickly find what they seek. Use Amazon’s Browse Tree Guide to understand how to categorize your products.
A study by BigCommerce revealed that 76% of online shoppers consider it important to find the right product category when making a purchase decision.
The products placed in highly relevant categories have a higher chance of ranking higher in search results, increasing visibility and exposure to potential buyers.
For Amazon optimization, you must list your products under the correct product categories. Correctly placing your products helps customers to find your products when using filtering, even if the keyword isn’t on point.
20. Brand Name and Reputation
Brand name and reputation are powerful sales incentives. The brand name you’re selling must appear prominently in your listing. Customers will often search by brand, and you don’t want to miss any opportunities.
Data tells the story:
According to a survey by Nielsen, 59% of consumers prefer to buy new products from brands they are familiar with.
A study by Edelman revealed that 81% of consumers need to trust a brand before making a purchase decision.
Repeat customers tend to spend 67% more than new customers, as reported by Bain & Company.
For any business, reputation is key. In the modern online world, news spreads like wildfire. A bad customer experience can quickly destroy a seller’s reputation with devastating effects on sales. Amazon will quickly pick up reputational damage through poor ratings and reviews.
21. Number Of Returns and Refunds
Returns and refunds can impact Amazon rankings, although no one knows the exact algorithmic details. While Amazon does not explicitly state that returns and refunds directly affect rankings, there are several indirect ways where they can influence your product’s performance and ultimately impact rankings.
A study found that,
92% of consumers are more likely to make a repeat purchase if the returns process is easy. About 67% of online shoppers check the returns policy before making a purchase.
A study published in the Journal of Marketing found that negative reviews can decrease sales conversion rates by up to 11%.
- Customer satisfaction and reviews – Returns and refunds show customer dissatisfaction. Customers who frequently return or request refunds suggest quality issues, inaccurate descriptions, or other problems. Negative customer experiences can lead to poor reviews and ratings, impacting your Amazon rank.
- Seller Performance Metrics – Amazon evaluates sellers based on performance metrics, like order defect rate, pre-fulfillment cancel rate, and late shipment rate. Returns and refunds can negatively affect your seller performance metrics. A consistently low performance may lead to a lower ranking.
You can reduce returns with a few simple actions.
- Provide accurate and detailed product descriptions, images, and specifications.
- Ensure that your products meet quality standards and align with customer expectations.
- Offer excellent customer service, promptly address inquiries and resolve issues.
- Monitor customer feedback and take prompt action to address customer issues.
22. Product Variations (Such as Size, Color, And Quantity)
Don’t create duplicate pages for colors and sizes. Include these in your product listing.
This will make it easier for customers to find your product and make appropriate choices. Amazon ranks products with multiple options higher than those without. Customers are more likely to spend money when they have options.
Customers may be more likely to purchase a product when they have options that align with what they want. Different sizes or colors increase the chances of customers finding the right fit or style.
Offering product variations may attract customers who value customization or special features. Differentiating your offering through variations can positively impact your ranking by increasing sales and customer satisfaction.
Satisfied customers may also leave favorable feedback, contributing to higher rankings.
23. Product Weight and Dimensions
Product weight and dimensions can indirectly impact your Amazon ranking in several ways.
- Lighter and smaller products incur lower shipping costs, making them more competitive. Products that meet the size and weight requirements for Amazon’s Prime program have a higher chance at eligibility for Prime Shipping, improving your product’s visibility and attractiveness to Prime members.
- Heavy or bulky products cost more to ship and take longer to deliver. This could lead to a negative customer experience and result in lower ratings and reviews.
- If you use FBA, product weight and dimensions can impact storage costs and order fulfillment efficiency. FBA charges according to the size and weight of the products. Larger or heavier items incur higher storage and fulfillment costs. Optimized fulfillment expenses will help you to price your products competitively.
24. Advertising and Promotions
Quickly boost sales and product visibility through advertising and promotions to upgrade your Amazon ranking.
Potential customers are more likely to notice your products when they appear prominently in search results. Increased visibility can lead to higher click-through rates (CTR) and product views. The result is to improve your Amazon rankings.
According to eMarketer, Amazon’s advertising business is projected to reach $25.87 billion in the US alone in 2021, representing a 40.4% increase compared to the previous year.
In Q4 2020, Amazon reported advertising revenues of $7.95 billion, a 64% increase from the same period in the previous year.
Amazon advertising delivers an average ROI of 3.6x for brands, indicating a strong return on investment.
Amazon Sponsored Products, one of the advertising formats, has shown an average conversion rate of 10% in various categories, indicating its effectiveness in driving sales.
(Recommended Read: Amazon Growth Driven Advertising 2023)
Need help in Advertising and Promotions to boost your Amazon sales? Feel free to Connect Margin Business Team!
Drive Sales and Brand Awareness
Advertising and promotions drive additional sales. Well-designed ads that showcase the product’s benefits, competitive pricing, and strong value proposition can persuade customers to buy. When a product generates increased sales, it signals to Amazon that it is popular and in demand, resulting in improved rankings.
Advertising can also help to drive brand awareness, attracting traffic to product listings. Amazon reads customer engagement and interaction positively, improving rankings. Advertising can help position products as top choices within categories or keywords, allowing sellers to surpass their competitors and secure better rankings.
Combining effective advertising strategies with Amazon listing SEO and customer-centric approaches is crucial for sustained success and improved Amazon rankings.
25. Amazon Content Translation and Localization
Amazon product listing translation and localization, directly and indirectly, affect your product ranking.
A localized product listing is more accessible to customers from different countries. It ensures that your listing speaks to customers in their language and dialect. Localization considers cultural nuances, and preferences, increasing product appeal.
Here is the data to support the story:
- According to a survey by Common Sense Advisory, 75% of consumers are more likely to make a purchase if the product information is available in their native language.
- It is revealed that 60% of online shoppers rarely or never buy from English-only websites, emphasizing the importance of localized content.
- A study conducted by Shopify found that displaying product descriptions in the customer’s preferred language increased conversion rates by an average of 70%.
- Amazon reported that sellers who localized their product listings experienced, on average, a 30% increase in sales within the first month.
Localization is about catering to local preferences, adapting to local regulations, and offering customer support in the local language. Sellers who localize their listings can gain an advantage over competitors, leading to higher sales and better rankings.
Localization ensures that your message reaches the customer as you intended.
Recommended Read: Amazon Hyper-Localization Strategy
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No Confused Messaging
Confused messages will lead to disappointed customers who may return your products or leave unhappy reviews. Returns and bad reviews will negatively affect your reputation and Amazon ranking.
Proper translation and localization enable customers to understand product details, descriptions, and reviews in their native language. This enhances the overall shopping experience and reduces confusion or misunderstandings. Satisfied customers are more likely to leave positive reviews.
If nobody knows about your product, it doesn’t matter how useful or innovative your product is. On Amazon, your products are a drop in an ocean of 353 million Amazon products. With competition like this, only listings Amazon optimization can succeed.
Your Amazon business depends on optimized listings. Unless you’ve taken the time and trouble to ensure that yours are optimized, your products won’t turn up in the Amazon search when customers look for products like yours.
Product optimization is no simple matter. There is so much to think about. Amazon algorithms may change over time, and so will customer behavior. To stay ahead of the game and grow your Amazon business, you must continually track the market and update your Amazon SEO to remain relevant. Only the best product listings will survive and thrive in the competitive Amazon marketplace.
Z.D. Babar
Connect @ LinkedIn
Co-Founder at Qontentify – HEO Content Optimization Platform 
Copywriter, SEO + HEO Expert and Content Strategist at B2B Platforms 
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