The first position in organic search results is what every Amazon entrepreneur strives to achieve. People are ready to do just everything in order to be the first in search results based on popular consumer requests. They do fraud with reviews, resort to risky backlinking strategies, buy expensive subscriptions from keyword search services, etc. There is no reason for you to risk your business and reputation unless there are legal and proven effective approaches. Here are some of the important ranking criteria that will help your business achieve impressive results in Amazon.
#1 – Title
Undoubtedly, the title affects the listing position in the search results. It is highly recommended that the most high-frequency words are placed in the first 80 characters of the header, which are also visible on the mobile version of the listing. To improve the position of pages of unknown brands, it is better to create titles as long as possible, while well-known businesses do not need more than 80 characters.
#2 – Bullets
It is another component that plays an important role in page ranking. As practice shows, 71% of sellers post full bullet lists, with short key characteristics being at the top of the list. It is the right approach. Having the essence of the characteristics along with the main keywords at the top of the list allows the Amazon search engine to better interpret the information.
#3 – Enhanced Brand Content & A + Content
A description affects a listing position as well. Search engines take into account the content quality and keywords it contains. At the same time, the content look (normal, extended, or A +) does not matter. 76% of top-ranked listings have a usual description. So, if you expand the description text, its position will hardly change. However, EMU and A + content improve conversion rates.
#4 – Price
Many people think that Amazon pushes higher-priced products as it receives an average of 15% on each sale. In fact, there is no pattern: you can find different prices in the top listings. So, the pricing factor does not affect the position of the page in the organic search results at Amazon.
#5 – Listings “Sold by Amazon”
According to a study by Ecommercebytes, Amazon sells 17% of the products presented on the platform on its behalf. The remaining 83% of the goods belong to third parties. Therefore, there is a hypothesis that Amazon pushes to the top only the products it sells. Statistics show that Amazon “prefers” its products to third-party goods and improves their rankings for the key needs.
#6 – Reviews
Direct reviews do not affect the listing position in search results; the Amazon search engine
algorithm does not take them into account. But 93% of the pages at the top have more than 50 reviews, and 87% have a minimum 4-star rating. Most likely, this pattern is associated with the fact that reviews are one of the most important criteria for choosing a product. Thus, a product that is found by keywords but not bought immediately loses its position.
#7 – Presence in Customer Wishlists
The Amazon algorithm takes into account the dynamics of adding and deleting products to wishlists. Thus, 78% of listings of the top five most desirable products contain most wished four items. However, there is also a thought that the higher the product in search results is, the more people will like it. So, if you raise the number of users adding your product to the wishlist, the better your listings will perform at Amazon.
#8 – Number of “Helpful” Marks
This indicator is not taken into account by the Amazon algorithm and does not affect the listing position in organic search results. Although, 72% of products at the top have a large number of “Helpful” marks. This is quite logical since the product is on the first page; people buy it; consumers like it and leave positive feedback.
#9 – Customer Feedback (Seller Rating)
As in the case of product reviews, a seller rating does not directly affect the listing position in the SERP. As recent stats show, 72.6% of sellers with their products on the first page have more than 1,000 reviews. That is, there is a correlation between the two indicators.
#10 – “Age” of Your Listing
It is another indicator that is not taken into account by the Amazon ranking algorithm. Top lists can cover both listings over three years old and “young” pages created in 2019. Moreover, the number of listings targeting the same search queries keeps growing each year, thus, making the competition on the market so high.
Based on the above information and the latest Amazon research data, one needs to follow the above recommendations to see the key pages ranked high:
- Write a title with high-frequency words in the first 80 characters for every key page you want to promote in Amazon;
- Ensure that there are clear bullet lists with mid-frequency keys;
- Prepare an SEO-optimized description for every product;
- Make sure that your goods are regularly added to wishlists.
Taking care of all of these, there will be no need for you to resort to risky promotion tactics and put your online business at threat.