In a marketplace where 9.5 million sellers are fighting to sell their products, visibility becomes a crucial ingredient for success. Achieving the first-page Amazon product ranking is about more than visibility; it’s about securing a prime position to capture buyer attention, drive sales, and lay a solid foundation for scaling your business. If your product ranks on the first page of Amazon search results, it’s likely to see higher click-through rates (CTR) and conversion rates (CR), which translates to revenue and long-term success.
In this guide, we’ll explore Amazon product ranking factors, break down the A9 Amazon SEO algorithm, and look at the ten proven ways to rank your products on the first page of Amazon search results.
Section 1: Understanding Why Amazon’s A9 Algorithm Matters in Amazon SEO ranking
Amazon A9 algorithm is the search engine that determines how products rank on Amazon. While both A9 and Google search algorithms are SEO algorithms, the A9 algorithm focuses more on sales-related and customer-focused factors to determine product rank on Amazon SERPs. Here are the factors that influence product ranking on Amazon:
- Keyword relevance: The A9 algorithm prioritizes products that best match a buyer’s search intent, which is determined by keyword relevance.
- Sales velocity: The speed and frequency at which your product sells indicate whether it appeals to shoppers. Amazon sees high sales velocity as a strong indicator of a product’s popularity and appeal, which helps improve Amazon ranking.
- Customer reviews and ratings: Amazon takes customer reviews seriously as a seller performance metric and an Amazon product ranking factor. The A9 algorithm ranks products with positive reviews higher and pushes products with negative reviews lower in search results.
- Pricing: Amazon aims to offer the best prices, and prices affect click-through rates and conversion rates. Competitively priced products are likely to attract shoppers and have a higher sales velocity, so they’ll be ranked higher.
- Product image quality: High-quality images directly impact sales velocity, which is a ranking factor. Products with high-quality and accurate images get ranked higher.
- Fulfillment method: The A9 algorithm prioritizes products fulfilled by Amazon (FBA) because they will likely be delivered quickly and reliably, contributing to a better customer experience.
Section 2: Essential Keyword Optimization Tips for Better Ranking
We’ve seen that the A9 algorithm considers several factors when ranking products on Amazon. But as much as those factors come into play, keyword research is the cornerstone of improving Amazon product ranking. You must conduct adequate keyword research and optimize your product pages if you’re to rank on the first page of Amazon search results.
Keyword research has to be a data-driven process. That’s why you need tools like Helium 10 to identify the keywords your competitors are ranking for and then use them in your listing to boost visibility. Let’s look at how you can optimize different elements of your listing to rank on the first page of Amazon SERPs.
Optimize the Product Title
The title is the most critical listing element for keyword relevancy. If you’re trying to figure out how to get your product on the first page of Amazon, you need to start by optimizing your title. Amazon makes every word on the title searchable on its own. The downside is that you only get 200 characters for the title, so you have to choose your words carefully.
You want to use your primary and most relevant keyword in your listing title, followed by the product and brand names. This will make the title discoverable whether the customer uses your keyword, brand name, or product name to search for your product. Remember to stay within Amazon’s character limit to avoid getting your listing suppressed.
Use Backend Keywords
The backend keywords is a section in Seller Central or Vendor Central where you can input keywords in specific fields. Though invisible to shoppers, backend keywords are crucial in improving Amazon search ranking.
Amazon’s SEO algorithm indexes backend keywords together with the primary keywords. Backend keywords provide the SEO algorithm with additional information about your product and increase the chances of improving your product ranking on Amazon.
Craft Detailed Bullet Points and Description
Your product feature and description sections contribute to your Amazon product ranking, so you want to add relevant keywords in these sections. For the bullet points, Amazon allows 250 characters per feature and five features. Incorporate relevant keywords and your brand name in the bullet points without keyword stuffing.
You have 2,000 characters for the description to add keywords and product information. The product description field is perfect for providing detailed product and brand information while incorporating several relevant keywords. Focus on readability and avoid keyword stuffing in this area.
Section 3: Showcase Your Product With High-Quality Product Images
High-quality product images are crucial to product ranking on Amazon. Shoppers want to know what the product looks like before buying, and high-quality product images are how you showcase your product features and applications to win shoppers’ trust.
Amazon has specific guidelines for product images, including a white background, a minimum resolution of 1000 x 1000 pixels, and transparent, high-quality visuals. You must meet these requirements to improve Amazon product ranking. Adding as many images as Amazon allows (usually nine images) lets you take full advantage of your product images.
Consider adding lifestyle images, infographics, and zoomable close-ups to provide a comprehensive view of your product. Showing your product from different angles and in use helps shoppers understand the product’s usage and quality, which can drive conversions.
Section 4: Implement a Competitive Pricing Strategy to Attract More Buyers
Pricing has a significant impact on sales and Amazon product ranking. Buyers come to Amazon expecting great prices and high-quality products. Amazon is so determined to give shoppers the best pricing that it created a fair pricing policy to ensure sellers don’t overprice their items.
A product with competitive pricing that appeals to buyers without sacrificing perceived value will generally have a better Amazon search ranking. The A9 algorithm tends to promote listings that offer a good balance between affordability and value.
To price your product competitively, you must analyze your competitors’ prices. Pricing tools like RepricerExpress can help you consistently monitor prices and automatically reprice your products so you’re always competitively priced.
Dynamic pricing, where you adjust pricing based on demand and competition, is also an excellent repricing strategy. This strategy can help you maintain a steady sales flow, which would consistently improve your product ranking on Amazon.
While lower prices can help you generate more sales and improve Amazon product ranking, keep an eye on your profitability to ensure you’re not undercutting yourself. Limited-time discounts can help you sell more units to rank higher without sacrificing long-term profitability.
Section 5: Enhance Product Listing with A+ Content
A+ Content, available to Amazon Brand Registry members, allows you to enhance your product listings with high-quality images, text, and design elements. Adding an A+ Content section increases conversions, consequently improving Amazon search ranking. The images you use in A+ Content should be high-definition and accurately represent your product.
Before writing your A+ content text, you must understand what Amazon allows on A+ content. Amazon has strict guidelines on what you can include in your A+ content copy. Failure to comply with these guidelines can result in Amazon rejecting your A+ content. Here is a list of the things Amazon forbids sellers from including in their A+ content:
- Don’t include fluff and subjective marketing terms like “best-selling product,” “guarantee,” “hot product,” etc
- Don’t include special characters such as copyright and trademark symbols
- Avoid submitting A+ content with spelling errors
- Avoid keyword stuffing or repeating a word too many times
- Don’t reference or link to any websites
- Don’t mention your competitors or their products
Just like text guidelines, Amazon has image guidelines for A+ content. Ensure you understand each module’s image sizing requirements before you start creating images for your A+ content. Here is a list of Amazon’s guidelines for A+ content images:
- Logo: 600 x 180 pixels
- Banner module: 970 x 300 pixels
- Comparison chart module: 150 x 300 pixels
- Four-image and text module: 220 x220 pixels
- Three-image and text module: 300 x 300 pixels
- Multiple image module: 300 x 300 pixels
- Image and text overlay module: 970 x 300 pixels
- Image and light text overlay: 970 x 300 pixels
- Image header with text: 970 x 600 pixels
- Single image with text: 300 x 400 pixels
- Four-image text quadrant: 135 x 135 pixels
- Sidebar module: 350 x 175 pixels
- Single left image: 300 x 300 pixels
- Single right image: 300 x 300 pixels
- Single image and highlights: 300 x 300 pixels
- Standard single image with specifications: 300 x 300 pixels
Section 6: Gather Positive Customer Reviews as Social Proof for a High-Quality Product
Amazon customer reviews influence buying decisions and impact Amazon product ranking. They are essential social proof elements that Amazon considers highly influential in ranking.
Positive reviews indicate customer satisfaction, which helps increase conversions and overall trust in the product. When your product has high ratings and numerous positive customer reviews, it signifies to the A9 algorithm that customers love your product. The algorithm then bumps up your listing higher on Amazon SERPs. Negative reviews are a sign of customer dissatisfaction and can harm your Amazon search ranking, as Amazon de-prioritizes products perceived as low quality.
It’s in your best interests as a seller to exceed customer expectations in product quality, accurate description, and fast shipping times. A seamless customer experience will naturally lead to positive reviews and better Amazon product ranking.
If you get a negative review, handle it gracefully and professionally. Acknowledge the feedback, apologize if necessary, and offer solutions where possible. Prospective buyers appreciate responsive sellers, and Amazon values this customer engagement.
Section 7: Optimize Click-Through Rate (CTR) and Conversion Rate (CVR) for Higher Amazon Product Ranking
CTR and CVR directly influence the visibility of your products in Amazon’s search results. When more shoppers click on your listing and buy your product, Amazon’s algorithm recognizes your listing as relevant and valuable, leading to better rankings. A higher Amazon search ranking means more exposure to potential buyers.
Improve your CTR by using engaging titles, high-quality images, and competitive pricing. As I mentioned, your title must be keyword-optimized to rank your listing higher on Amazon.
Customer reviews also play a crucial role in improving CTR and Amazon product ranking. When products appear on search results, shoppers can see that product’s customer ratings under the product title. When a product has a high customer rating, it’ll generate a higher click-through rate.
Your conversion rate relies on optimizing your listing, which includes the product description, product features, customer reviews, Q&As, and A+ Content. You must showcase your product’s features, benefits, and competitive advantage when you optimize your listing. Remember to incorporate keywords, as I mentioned earlier.
You also need to consider your Amazon fulfillment method and shipping times because they directly impact your conversion rates and Amazon search ranking. Consider selling via Amazon FBA to stand a better chance of winning the Buy Box and improving CVR and ranking.
Section 8: Use Amazon PPC Advertising to Reach a Wider Audience and Rank Better for Advertised Keywords
Amazon PPC advertising has a significant impact on both your sales and your Amazon product ranking. For starters, PPC campaigns can help increase the sales velocity during product launches.
When you launch a new product, you want to get as many sales as possible as fast as possible. This is because Amazon looks at a product’s sales velocity when ranking the product and awarding the Buy Box. Amazon search ranking and Buy Box percentage are crucial to a product’s success on Amazon.
Another reason to use Amazon PPC to improve organic ranking is that Sponsored product ads display your products even to shoppers who aren’t specifically searching for your product.
When you run a PPC campaign, you bid on keywords relevant to your product. When someone searches for one of those keywords, your listing may appear in the search results, even if your product doesn’t have the top organic Amazon search ranking. This can help drive more traffic to your listing, boost sales, and improve your organic rank.
Section 9: Boost Your Sales with Promotions and Deals
We’ve seen that sales velocity is crucial for ranking on Amazon. Well, one way to boost it is by giving discounts. Shoppers love bargains, and that’s why discounts are so effective in driving a surge in sales and improving Amazon product ranking.
There are four types of Amazon seller discounts:
- Deals: These are limited-time Amazon promotions, with Lightning Deals running for 4 to 12 hours, while Best Deals can run for a couple of days.
- Promotions: Promotions can be buy one, get one free *BOGOF); percentage-off, and social media promo codes.
- Prime Exclusive Discount: These are discounts available exclusively to Prime members and can only be offered on FBA products
- Coupons: A coupon gives the customer a percentage off or an amount off the selling price. Any customer can use a coupon on Amazon.
Section 10: Utilize External Traffic Sources to Generate More Clicks and Conversions
Bringing in external traffic can significantly boost Amazon search ranking. By attracting visitors from social media, email marketing, or influencer campaigns, you can create more sales velocity, which A9 takes into account.
Some of the most effective platforms for driving external traffic to Amazon are social media, YouTube, and Pinterest, along with leveraging influencer marketing. Creating engaging content on social media and encouraging user-generated content (UGC) on platforms like TikTok can help you channel external traffic to your listing and build a loyal following for your brand.
When you utilize external traffic, you want to know how it’s impacting sales and organic Amazon product ranking. That’s where Amazon Attribution comes in. Amazon Attribution is a tool that helps sellers track and measure the impact of their external traffic sources. With this tool, you can see how different channels — whether it’s Instagram, YouTube, or blogs — contribute to clicks, sales, and overall ROI. This data is invaluable for optimizing your marketing efforts and identifying which sources drive the most effective traffic.
Conclusion
It’s possible to get on the first page of Amazon with the right strategies and ongoing optimization. With this guide, you have the information you need to optimize your listing, promote your product, grow your sales, and improve your Amazon product ranking.
But remember, ranking on Amazon isn’t set-and-forget. You must continuously monitor your analytics and tweak your listings and PPC campaigns. This is where My Real Profit Analytics tools come in. We give you detailed keyword analytics to help you understand how buyers are finding your product and how each keyword contributes to your sales. These insights pinpoint the high-value keywords you should use in your listing and PPC campaigns to rank higher on Amazon search results.
Book a demo today to experience the power of My Real Profit Analytics!
