In digital marketing, we talk a lot about what you need to do for your website and how to make it SEO-friendly for users and search bots.
But how much do you know about Amazon SEO?
If you’re an ecommerce business and you’re not on Amazon in 2022, you may not be hitting your sales potential.
Amazon’s a powerhouse, a workhorse, an old reliable when it comes to e-commerce, as most people should be aware of by now.
Everyone wants to get their products on Amazon because that’s where their audiences shop.
And those audiences shop the platform quite a bit.
Amazon generates about $4,722 every second, or about $17 million an hour. The sales giant closed out last year with $469.8 billion in net sales, up 22% over 2020.
That’s why sellers want a piece of the action, and why it can be so difficult to rank your products on Amazon’s results pages.
As with your website, though, you can practice Amazon SEO to give your products a boost.
It’s all about understanding the algorithm, what shoppers are searching for to find what they need, and how you can outperform your competitors.
Here’s a comprehensive guide to Amazon SEO for sellers.
How Amazon’s A9 Algorithm Works
Before we can talk about Amazon SEO and how you can optimize your product listings, it will help to understand how Amazon’s A9 search algorithm works.
It’s similar but not identical to Google’s.
One main difference?
Amazon queries are only commercial, rather than navigational or informational as with Google.
Think about it simply.
You make a search. A9 knows you want to buy whatever you searched.
It matches the query to a group of relevant products, and you are shown those products on a series of pages.
How does Amazon even select those particular products, though?
Again, think about it like Google’s algorithms, but exclusively for ecommerce.
The factors Amazon considers for rankings include:
- Positive customer reviews (better products will sell more and make more money for Amazon).
- Historical sales.
- Relevant keywords included in the product listing.
- The right prices (not too high, not too low, based on the competition).
It’s important to note here that while the algorithm is always looking for relevance based on a query, historical data matters a lot, too, as pointed out in the above list.
The results that have pleased customers in the past are likely to please customers in the future.
New sellers on Amazon are therefore faced with a dilemma: if Amazon prioritizes products with strong sales, but you haven’t made any sales yet or generated any historical data for A9, how can you ever hope to climb Amazon’s rankings?
The answer lies in performing Amazon SEO, starting with the keyword research that can get you found by the shoppers who matter to you.
Performing Amazon Keyword Research
Just like with Google, an Amazon SEO strategy must be built on keyword research.
Without the right keywords in your rankings,