Building a quality product listing is the key to selling more on Amazon. Just like a website needs to meet certain criteria in order to rank well in search results, an Amazon product page has its own set of rules every seller needs to pay attention to. In order to beat out the competition and draw as much traffic as possible, every listing needs to be optimized and filled out according to the category specification.
Amazon SEO, or search engine optimization, is optimizing a product listing to rank high on product results. Google’s website ranking algorithm and Amazon’s product listing algorithm, called the A9 algorithm, follow different rules, and each requires a different set of strategies. A website’s chance of ranking high on a Google search results page is based on the placement of strategic searchable keywords. Amazon’s A9 algorithm, on the other hand, places more weight on relevance and popularity metrics to determine which product listings rise to the top.
Because of this, if you’re using keywords you found using Google AdWords on Amazon, your product listing won’t be relevant to Amazon customer product searches. Google’s keywords and results are informational based, while Amazon’s A9 algorithm is transactional-based and returns the results most likely to lead to a purchase. The most important factors to the A9 algorithm are relevance and performance. Your product description, product name, and even company name can be adjusted and optimized for better search result rankings on Amazon.
One of the best ways to increase exposure and to expand your presence on Amazon is to use the native pay per click (PPC) platform. These are called Amazon Sponsored Products, Amazon Sponsored Brands and Amazon Marketing Services (AMS). They all are a great way to get your product listings in-front of consumers that are not familiar with your brand and to beat out the competition. By occupying valuable real estate it is possible to build sales and exposure at the same time.
Our account management teams are experts at using advertising to help you accomplish your goals. We manage both ads in Seller Central (Amazon Sponsored Products and Amazon Sponsored Brands) and ads in Vendor Central (Amazon Marketing Services).
While ads can play a large role in increasing your footprint they are only part of the equation to running a successful Amazon account. We often have clients that come to us with profitability concerns in regards to advertising. Our experience has taught us how to take a campaign that is struggling and make it successful. If you are new to Amazon and want us to help you launch your first campaign on the channel. We are here to help!