Amazon’s A9 algorithm ultimately decides which products will appear on the customers’ search page when in the marketplace. Understanding how this algorithm ranks products is the best tool for sellers to appear first on the search results page. But it’s not that easy, as Amazon mostly keeps the specifics of this algorithm secret. While the exact formula remains unknown, this article will explore what Amazon has revealed and the information sellers have gathered from experience and research.
What Amazon Tells Us
The A9 algorithm is basically the brain of Amazon SEO. The marketplace focuses on maximizing conversion by showing shoppers the most relevant products for their needs. The A9 algorithm does this task automatically, so if you want to sell on Amazon, you’ll have to offer what shoppers are looking for, and this is measured through performance metrics.
According to Amazon, other factors besides performance metrics affect the algorithm, like programmatic analytics and key business metrics. But as you already know, Amazon doesn’t give away all its secrets. It does acknowledge that A9 prioritizes relevance and conversion rate, which means matching product listings with what shoppers are searching for and the percentage of shoppers who view a product and then buy it. A high conversion rate tells Amazon this product is precisely what customers want. Sellers can speculate on how A9 might consider these other factors, though.
Amazon Optimization
As you probably already know, Amazon is all about visibility. Optimizing your listings is the only way to adapt to the always-changing A9 algorithm. By optimizing your product listings with relevant keywords, you improve their chances of appearing on the first page of search results, where they’re most likely to be seen and purchased. This is achieved through keyword research and incorporating those keywords strategically throughout your listing:
Title
Titles must be easy to read, have a professional tone and describe products precisely. However, here’s where keywords come in. Your title has to have them; there’s no other way to make it relevant to the algorithm. So you need balance: not including keywords at all is assured failure, while stuffing it with them is not necessary nor recommendable. Too many keywords make your titles almost unreadable and the algorithm ends up dragging your listing down.
Images
With millions of products screaming for attention, high-quality images are no longer a luxury; they’re necessary to influence the Amazon A9 algorithm and convert casual browsers into satisfied customers. High-quality images that accurately showcase your product’s features while adhering to Amazon’s guidelines can improve your product’s ranking for relevant searches. If images are successful in capturing buyers’ attention, they also lead to a higher click-through rate (CTR).
Sales Rank
A low sales rank translates to increased product visibility and potentially more sales. It’s a process that boosts itself: More sales decrease your sales rank in general and having a good metric position increases the chances of driving more sales. Plus, if you end up ranking high in your category, you’ll be on top of Amazon Best Seller Rank (BSR).
CTR (Click Thru Rate)
Click through rate is one of the most important metrics to measure if you want to have more chances of increasing your sales. As you already know, all products are scored by the A9 algorithm. Then, they are listed, taking into account their relevancy. After a search, customers mostly click on those products that appear higher on the list. With every click, Amazon calculates CTR, which is the number of people who click on the link divided by the number of people who see it. Having a high CTR usually means more relevancy.
Customer Reviews
Customer reviews influence purchasing decisions and shape brand reputation. Amazon considers them when ranking you on product searches, from how many positive reviews you have to which users are reviewing your products. They also act as social proof, assuring potential buyers that the product is worth buying as it offers a good experience. After all, a product with a history of positive reviews is more likely to convert viewers into buyers.
Remember to take a look at customer questions. Getting direct feedback from your customers and answering their doubts is important for learning what you can improve from your product, too. One of these factors could be price, which the algorithm also takes into account when scoring and ranking your product.
Negative reviews
It’s widely believed that negative reviews can negatively impact your ranking, raising red flags for potential buyers and leading them to hesitate or abandon a purchase altogether. The A9 algorithm likely notices this decrease in conversions, potentially hurting your ranking. Plus, negative reviews decrease trust in your product and brand.
Account Health
The Account Health section on Seller Central is the dashboard that informs you about how well you adhere to Amazon’s policies and meet performance expectations. Through Account Health, you measure different factors related to customer service performance, all of which are considered by the algorithm. Account Health acts as an early warning system, allowing you to identify and address potential issues before they escalate into serious problems.
It includes other sections like policy compliance, product compliance requests and shipping performance.
Conclusion
While the exact workings of the A9 algorithm remain a mystery, understanding what Amazon has shared and the knowledge sellers have gathered through experience provide valuable tools for all to try. However, familiarizing yourself with the algorithm can be extremely overwhelming. Contact the BellaVix Team for professional assistance to help you boost your visibility on Amazon.
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