All the Factors Influence the Search Rankings at Amazon
The ranking of products on the Amazon affect the exposure, which determines the final sales of the product, so how to improve ranking is very concerned about all sellers. Amazon's A9 search algorithm is based on user search behavior, here are some of the factors that will directly affect product rankings:
Three aspects that affect rankings
Conversion Rate – this kind of factor affect conversion rates, including consumer reviews, product image quality and price.
Relevancy – The relevancy factors allow the A9 algorithm to consider what search terms will show your product pages, such as titles and product descriptions.
Account weight and performance – In order to allow users to have a better shopping experience, so the account ODR (order defect rate), CR (order cancellation rate) and other factors also affect product rankings.
Specific Factors Affecting Your Rankings:
The better the product sales, the more popular the product is, and the more it will be welcomed and accepted by consumers. Therefore, when calculating and analyzing the data, Amazon will combine this number to consider your search rankings. Search through the Amazon front desk and you will see a lot "Best-Seller" logo are added to the hot products in the search results.
Many sellers already know that the amount and motivation of consumer reviews is one of the important ranking factors in the A9 algorithm. For example, if you search for a product at random, you may see that the number one product may sell less than the second one, but its review score is higher than that of the second place, and the quantity is more. Therefore, the sales volume does not the only decisive factor to determine the rankings.
Title is one of the most important ranking factors, specifically, the key words that can be included in the title belong to the following categories:
1. brand name;
2. product name (key words);
3. important features or highlights;
4. Product material;
5. Product color;
The first word of the title is the largest traffic entrance, if it is a famous brand, the brand name is recommended to place on the first place, if not, it is recommended not to put the product brand name. Many sellers title piled too much keywords, making it look very messy, poor buying experience, but also affect the click-through rate, consumers can understand at first glance is the best choice.
One of the important factors used to determine the conversion rate is the price. Consumers tend to find the best price. At the same time, price is also a major condition for competing Buy Boxes.
The short description section, you can put the most important few highlights of product in this section. In the premise of the fluent sentence, as far as possible put all the important keywords in the 5 short description inside. Long description as a extension or supplement of the short description, there is greater flexibility and freedom. You can add more keywords, and do not have to pile up, do not have to repeat the keywords in above two sections. The longer the length of the description doesn't mean the your search rankings will be better, this is product-related.Functional or complex products need to do enough effort to the long description, this is a flexible place to place long tail words.
The classification of Amazon's search results is displayed in accordance with the scope of the category, a selection of correct products catagory when put the new products in shelves is important, the classification will serve as a relevant factor, affecting the search results.
Consumers search through the Amazon search box for a keyword, enter the product details page, the URL generated by it will have a certain law, which is the way Amazon decides listing and search relevance. For example, the URL address is this:
We can see the source key word: toothbrush, so if the person searches for it and buys this product, Amazon will know that this listing has a high affinity to the search word "toothbrush". The next time when a consumer searches for an electric drill, this listing will more likely to appear at the top. Amazon sellers can use this link to attract more traffic in other sites. The effect is equivalent to asking those customers to perform a search on Amazon (search for toothbrush), find our product, and convert it, which is good for our product's ranking of this keyword.
Order Defect Rate
Order Defect Rate is also a factor that is calculated into the Amazon Search Ranking algorithm. Order defect rates mainly include these aspects: negative consumer feedback, A-Z Claim, delivery problems, and credit card refunds.
Order defect rate is best maintained below 1%. In addition, the removed negative feedback from buyers will not be counted in the ODR, so pay attention to solving each consumer's problem.
Dwell time is how long a user will stop on a page after entering the details page. The longer you stay, the more interested you are in this product, and the greater the probability of purchasing it. Amazon calculates each user's dwell time to determine if the quality, experience, completeness of the product are good enough. It is also a factor of search ranking.
The bounce rate is considered when a customer enters a product page and an immediate action of clicking back. Bounce rate is one of the important search algorithms to determine whether the search results are what users need. To give a negative example, we assume that by fake transactions, abruptly the rank of a product comes to the first page. Then because of the bounce rate is too high, the rank will be more and more behind. We can reduce the rate of loss through the following aspects:
1. Product images and keywords of the title itself must be consistent.
2. the normal price level, can not be too high than the market level or is far from with the user's expection.
3. Review total score can not be too low. In summary, you want to improve product ranking, you must fully improve the optimization of product listing, the use of accurate keywords, timely feedback to customers, to provide them with a good shopping experience.