How to get your Amazon sponsored products conversion rate in shape - Part 2Mar 31, 2020
In this second instalment on how to get your Amazon SEO strategy in shape, I'm going to share more of our top tips to help get your products discovered.
But before I start, it's important to understand Amazon's A9 Algorithm. A9’s job is to determine what products are ideal matches for each query.
To do this, it observes traffic patterns, analyzes data, indexes text in the Amazon catalog, then continually learns and adapts so it can display the most relevant results to customers.
While Amazon has not publicly shared what makes up the A9 algorithm, we know several factors can boost ranking, conversion, and sales.
Last week, we covered keywords, listing copy and product images. This week's factors are strongly aligned with Amazon's vision to be "the Earth's most customer-centric company", and mission to “serve consumers through online and physical stores and focus on selection, price, and convenience.”
1. Seller Rating and Reviews
What customers think of you is very important to Amazon; this is what it means to be customer-centric. The higher your seller rating and the more positive reviews you have, the better your chances are of selling more.
Amazon "endeavors to offer its customers the lowest possible prices." That's why it uses dynamic pricing; a way of making regular price changes based on current market conditions.
As third party sellers, having the right pricing strategy on this price-sensitive marketplace will undoubtedly help increase your ranking and conversions.
I'm not suggesting that you slash your prices to undercut your competitors, but that reasonable pricing will go some way to help secure those top spots in the search results.
3. Fulfilled By Amazon (FBA)
If products are in Amazon fulfilment centers, they will get to customers faster. Period. That's hugely important for the convenience aspect of the Amazon shopping experience.
In return for being part of the FBA program, sellers get perks like 'Best Seller Badges', access to Amazon Prime Members and increase your chances of winning the Buy Box.
All of this helps you get more sales, which helps you rank higher in searches.
4. Sales Velocity
Amazon defines sales velocity as the number and dollar amount of a seller's transactions during any given month.
Then it compares this to the sales velocity of competing sellers’ listings. The listing of the seller with the highest sales velocity ranks highest. Simples.
5. Stock Availability
We know two things to be true. Amazon wants to sell. And customer happiness is everything.
So it makes sense that A9 gives priority to sellers who always have items in stock. After all, what's the point in placing your listing in the top results, if you have little or no stock available?
6. Advertising and Promotions
Last, but by no means least, effective Amazon PPC helps you rank better as you bring in more sales and boost your conversion rate.
Like Amazon SEO, Amazon PPC is all about visibility and getting your products displayed higher in Amazon search results.
When used together, the two reinforce each other to improve ranking and sales further. Amazon SEO enhances successful PPC campaigns through relevancy, while Amazon PPC supports organic ranking through PPC sales.
To sum up, Amazon listing optimization is a constant work in progress. You need to be patient. Change and test one thing at a time. Some things are easier to change and test than others. So start there.
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