The act of using Google as a search engine for products now is becoming overrated, since it is increasingly difficult to rank products on Google and searchers more likely to go to Amazon for their product search. If you own an eCommerce business, it is important to focus on Amazon, since it has been established that they have three times more product search volume than Google. According to a 2009 study carried out by Forrester, an estimated 18% of shoppers started their search for products on Amazon, while a quarter of them researched on Google first. Their research pointed to the fact that product searches on Amazon grew by over 73% between 2009 and 2011 while searches on Google dwindled drastically. Despite the fact that it is clearly better to seek to rank well on Amazon, rather than focus all your attention on ranking in Google, most eCommerce business owners are not taking advantage of Amazon. Most materials teach how to rank Amazon products on Google, and very little has been written on how best to rank on Amazon. This article therefore is about how to position your site in such a way that it is highly optimized to receive maximum amounts of traffic from product searches on Amazon.
Factors Amazon Considers Before Ranking a Product According to Amazon, customers search for products by entering some keywords that are matched against the search term the eCommerce business owner enters for the particular product. Selecting the right search terms therefore would result in a significant increase in a product’s visibility and sales. Simply adding just one more relevant and compelling word to a product detail page could result in an increase in the number of views for a product detail page.The price, search terms used, inventory levels and sales history are important factors that determine the position your product occupies in a customer’s search results.
Let’s take a close look at these factors:
Price:This has a significant effect on conversion rates and the amount of sales made. Customers are more likely to buy a product from Amazon if their price compares well with the price of the same product on other retail stores and websites. You should also take into consideration how well your price measures up to other products listed in the same category. For instance, if you listed cookware set for $200, when people are used to paying $80- $90 for the same set of cookware, you would likely have a low conversion rate. Amazon would not rank your product if they notice a low conversion rate, or if they predict that your product would not record enough sales.
Sales history:If you have a product listed that has a lot of competition from similar products, make sure you weigh the units ordered by the buy box percentage. This would ensure that your product does not appear to have a low conversion. Amazon shows you all the sessions (this is the number of visits to your page by a user within a 24 hour period) your listing got irrespective of who was in the buy box, and the total number of units ordered from your seller account. So if you had 60% of the buy box for a period of time, then you most likely had more than half of the unit session percentage observed across all sellers for the product.
Search terms: When adding a product, it is important to fill all the fields according to Amazon’s guidelines to get top rankings. Some major points to note with regards to their guidelines include:
- Avoiding the use of words repeatedly
- All commas would be ignored
- Including quotation marks would limit your keywords
- Each of the five fields can take 50 words each
- It is totally unnecessary to use different forms of the same keyword
- Resist the urge to use commonly misspelled words
- You can include synonyms
Inventory Levels: Constantly updating your inventory if you are selling from other channels would not only ensure that you never run out of stock, it also improves your ranking. You wouldn’t be receiving negative feedback from customers because you were not able to fulfill an order.
Other factors you can try out that can help increase sales and rankings include:
Parent-Child products: You can combine the sales histories of multiple products that are similar. If you have a product that comes in different sizes and color options, simply combine them into one listing. Amazon would combine the individual reviews from each listing into one new listing; this could lead to better rankings.
Good Reviews: The more positive reviews and ratings you get the more sales you make. This means higher conversion rates, which Amazon likes. Send out an email to customers requesting for a review- let them write about how they liked the product and what they liked about it.
Ranking products effectively on Amazon requires constant studying of what works and what doesn’t. Fortunately, you can find several resources online that could help you better understand Amazon’s algorithm. You can’t afford to ignore Amazon as a product search engine, since it is obviously a better option than Google in the eCommerce world.
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