This post will tell you how Amazon SEO works and describe the ways you can rank high on Amazon’s search engine. When a customer goes to to buy a product they will go to the search bar to find it. As an Amazon seller, you want to know how to rank high on Amazon search pages to get your product in the eyes of more customers. The more impressions you receive on the product, the more chances you have of someone buying your product.

Screen Shot 2015-07-11 at 9.44.23 AM

What Amazon Says About Their Search

Within the help and knowledge base of Amazon Seller Central, this is what Amazon says about their product search system:

Search is the primary way that customers use to locate products on Customers search by entering keywords, which are matched against the search terms you enter for a product. Well-chosen search terms increase a product’s visibility and sales. The number of views for a product detail page can increase significantly by adding just one additional search term – if it’s a relevant and compelling term.

Factors such as price, availability, selection, and sales history help determine where your product appears in a customer’s search results. In general, better-selling products tend to be towards the beginning of the results list. As your sales of a product increase, so does your placement.

Amazon SEO Ranking Factors

Amazon wants to make sure that their end customers find what they are looking for, and are happy with their purchase. These are factors that go into Amazon’s algorithm for search.

  • Conversion Rate – Conversion refers to a customer visiting your product page and actually purchasing the product. When your conversion rate is higher, meaning there is a high percentage of people purchasing your product after visiting your page, it is an indication that this is a good product. It will rank higher than lower converting pages because customers do not like that product for whatever reason.
  • Images – Images are an important part to ranking. Pictures that are higher resolution allow customers to see what they are purchasing.
  • Price – The lower price is king on Amazon. When a customer sees the same product listed on Amazon, all other factors being equal, they will choose the lowest price option.
  • Availability – If you do not have product in stock or enough to fulfill the increased amount of sales, you will not rank high.
  • Reviews – Amazon wants their end customers to be happy. The way they can evaluate how well sellers are accurately describing their product, shipping quickly, and providing value to their customer is the review system. The review system works on a 1-5 star evaluation system. The more 5 star reviews you receive, the higher you will rank.
  • Listing Description – The keywords that are listed when you create a listing will influence the search. There are several areas that should have consistent keywords:
    • Title
      • Brand and description
      • Product line
      • Material or key ingredient
      • Color
      • Size
      • Quantity
    • Bullets and Description
    • Search Terms
      • 50 characters
      • Do not repeat words
      • Commas ignored
      • Quotes unnecessary
      • Multiple variations of the same word is unnecessary
      • Common misspellings is unnecessary
      • Order of the search terms may matter
      • Include synonyms or spelling variations
      • Don’t use stemming variations: hat/hats
      • Sales Rank
    • Other Factors
      • Seller Name
      • Parent-child products
      • Manufacturer Part Number
      • Filter Fields
        • Category
        • Eligible for free shipping
        • Average customer review

Ranking High in Amazon’s Search will result in more sales for your product and business. Follow these ranking factor suggestions and you will be properly set up for Amazon SEO. If there are any other factors that you have found to increase your ranking, please leave a comment below.