While Amazon is significantly more quiet about their algorithm; it doesn’t mean that we can’t find the best ways to influence it.
When it comes to improving product visibility on Amazon, it’s super important to understand a few things right out of the gate. Since shoppers are actually close to a purchase, search habits on Amazon compared to Google can be significantly different.
On Amazon, a customer can only find your product if the customer’s search enquiry is matched to one of your product keywords.
1. Review your text match relevancy.
Open up your ASIN detail page and review all the text content across your item detail page.
- Product Title
- Backend Keywords
- EBC/A+ Content
It’s easy to get distracted by all the fanciness that comes with content. However, when you are marketing to an algorithm (A9), it’s important to understand TMR (text match frequency) and what it means/how it works.
At this point, I am going to presume you’ve already done your keyword research. If not, stop reading this and go do that. When you’ve gathered all your terms and have an understanding of how you want to spread the wealth, then come back!
Alright, copy/paste all of the text from your title, bullets, descriptions and content into Sublime Text and get intimate with the words.
The text you add to your item detail page has to equally market to a robot as it does an end-user. It’s super important to understand why that is so important.
Eliminate words you’ve used over and over and over. This is a free tool to use. This isn’t spam city and that doesn’t work (trust me, I’ve experimented numerous times). Plus, you’ve got a limited amount of opportunity to make an impression – so go after keywords to hit different buyer personas.
Sure, repeat on keywords that have selling intent – no problem there, but there is no reason to sound robotic or machine like. If it reads like spam, it’s probably spammy.
Now, once you’ve reviewed your copy, revisited your keywords and understand your different buyer personas – go back and create human centric/machine driven titles, bullets, descriptions and content. Remember, the #1 goal of your product title is to get clicked.
2. Understand that forecasting is super important.
Take the time to understand your forecasting and review your inventory. There are numerous 3P tools you can use to help in Seller Central.
If you sell 1P, there is forecasting metrics literally in your dashboard. Take advantage of it. Also, no… I am not saying that these metrics are going to be golden and you can trust them with your life.
However, they are really good. Most forecasting models within Amazon take into consideration current glance views and conversion % (which is awesome).
When you throw ads at a product, you can actually see the forecasting increase as sales are made over time. A really cool tool I recommend for this is Forecastly.
Going OOS (out-of-stock) is crippling to sales velocity. Do whatever you can to prevent it from happening.
3. Take the time and analyze your pricing strategy.
Pricing matters, you know this. Margin is important as well. When it comes to accelerating online sales, pricing goes a long way – which makes eCommerce a multidisciplinary field.
You may not have the experience required to truly price your market (that’s okay, we can help). When you truly know your pricing strategy, you can then look into more advanced tools such as one of my favorites, Informed.co.
There are a ton of things to think about when pricing your products, here are a few:
- What is your margin?
- What do you want to make per product sold?
- What do I need to pad for shipping?
- What are my competitors pricing their ‘like products’ as?
- What is my PVP (perceived value proposition)?
- What makes my product worth buying?
Remember, if you are 1P and selling through Vendor Central – Amazon can be a nightmare to deal with when changing the retail price. There are ways to get them to deduct the MSRP without decreasing supplier cost such as a coupon, lowest cost, etc.
4. Audit your reviews and note common recurrences.
Reviews play a roll within the A9 algorithm. Even if it’s indirect correlation, it’s a correlation.
- Products with active reviewers in higher quantities sell more products.
- Selling more products increases sales velocity.
- Sales velocity multiplies the review instances of occurring (whatever the law of average is).
- Multiplied review instances leads to a more active ASIN product detail page.
- A more active ASIN product detail page leads to more sales.
- …more sales lead to happy sellers (and Amazon).
Get on top of bad reviews fast, too! A bad review can cripple an ASINs growth if not addressed early (esp. for an ASIN with <5 stars).
Look into Amazon’s Earlier Reviewer Program if you are 3p and Amazon Vine if you are selling 1P. They are both worth their weight in gold.
5. Provide the best content possible.
You have more than enough opportunities to achieve complete product communication to potential shoppers on Amazon. The question is: are you taking full advantage of this?
- Are you maximizing all the image slots on your product detail page?
- Are you communicating more than just ‘pretty’ stuff through your images?
- Are you providing video content if you are able (Brand Registry and 1P only)
- Is your EBC/A+ content serving an actual purpose?
- Have you added additional, supportive content (user manuals, energy labels, etc.)?
It seems simple but all of this matters. Every single item above directly impacts sales and on Amazon… you guessed it – sales directly influences Amazon SEO. When your products are selling, your rankings will increase.
If you need help creating content, reach out to us.
When your rankings increase for keywords – more impressions will ensue. When more impressions ensue – more shoppers will see your product and if your product is optimized (as laid out above), you’ll get more clicks which should lead to more sales.
No worries, we’ve got you.
If you are interested in learning more or want us to review one of your ASINs for free – we can do that.
If you feel like you’ve got all 5 of these covered above and want to dive into some more advanced ways to influence rankings on Amazon, reach out and we can talk about how using Amazon advertising can influence organic positions. Either way – best of luck!