Amazon algorithm: how does it work?

When you start publishing your products on Amazon, you are trying to strike a balance between pleasing the users and pleasing the Amazon algorithm. This is a typical SEO problem. The Amazon robot has a certain working that you need to understand if you want to optimize your presence in the US market.

Why is it important to please the Amazon algorithm?

This is, of course, the first question we can ask ourselves. What’s the point of pleasing Amazon’s algorithm when selling on Amazon?

In fact, we can draw a parallel with a classic website. When you sell your products online on an ecommerce site, try:optimize for SEO as best as possible† You do this work with the aim of doing the Google robot a favor so that it ranks you as high as possible on the searches you are targeting.

It’s more or less the same on Amazon.† So it is of course more limited than with a complete website, since you can’t do a content strategy, for example. Nevertheless, there is a set of best practices to master so that Amazon ranks you best on the questions and product categories you want to force yourself into.

Position yourself in Amazon search results

How does the Amazon A10 algorithm work?

The differences with the A9 algorithm

Let’s do some history first. Today we are talking about the Amazon A10 algorithm. It is normalan “improved” version of the historical algorithm that uses A9 . was called† In reality, the algorithm is officially still the A9, but it has evolved considerably and many speak of A10.

The A9 algorithm assessed the relevance of a product and its ranking on various criteria. The most important of these were thehistory of research leading to this product and also sales history† In other words, the more a product sold, the more it was promoted by Amazon. Putting ourselves in their shoes, it makes sense given that they want to maximize profits. The same goes for sponsored products that were systematically featured according to CPC campaigns.

On this new algorithm, the A10, the criteria remain more or less the same, but the cards are dealt† Indeed, the criteria we have just mentioned are less important today. For example, Amazon believes that Amazon Ads campaigns are not always relevant to users.

Amazon A10 algorithm criteria:

These are the main criteria that make up the algorithm and therefore affect your ranking in the search results, i.e. your Amazon credential:

  • The authority of the seller
    This is a factor that influences other things like the Buy Box for example. There are several metrics that qualify for Amazon’s consideration of a seller’s authority. For example, we find the the opinion deposited on your products, the amount of products that you propose, the age of your sales and other KPIs related to your business performance
  • Organic sales
    When we talk about organic traffic in SEO, we are talking about traffic that comes from search results. It’s the same here, it’s the sales since these results. As we mentioned above, the latest advances in the algorithm have led Amazon to favor organic sales over ad campaign sales.
  • External traffic and sales
    Promoting your products on your website, on your social networks or on blogs is very well seen in Amazon’s eyes. Indeed, it is one of the criteria that has become most important in the latest updates. If Amazon wants to see this in a good light, of course it should be a relevant traffic, and even ideally, that results in conversions.
  • Inside Sales
    If your products are highly successful on your competitors’ product pages, Amazon will put you ahead of them, simple as that. Internal sales are sales made while the person came from another Amazon page. This is possible because, for example, your products appear in the categories “compare with similar articles”, “products related to this article” or even “customers who viewed this article also looked at”.
  • Click Rate
    A good CTR is rewarded by the algorithm from Amazon. That’s why it’s important to have quality images with a well-written title to make an impression in search results. Of course, if this good CTR is accompanied by a good conversion rate, you will be rewarded even more.

How do you improve your SEO with the Amazon algorithm? 6 tips

Promote customer credibility and trust

Unhappy customers leave one-star reviews and, in the worst cases, additional negative reviews. The good news is that customer trust and ranking is actually largely in your hands. Several measures can be taken to strengthen your own credibility as a seller and thus gain the trust of potential customers:

  • Correct product descriptions: By providing accurate product information (size, colour, purpose of use, etc.), the customer knows what to expect.
  • Ensures quality logistics. You can even go through Amazon’s system (and thus qualify for Prime) if you sell FBA.
  • Sell ​​good quality products† You may even be drawn to profit and choose to sell low-quality products at low prices. But you will largely be penalized by the ratings, which are crucial in the eyes of buyers.
  • Stay informed : Checks daily for new orders and notifications to keep in touch with customers.
The Importance of Customer Reviews on Amazon
The Importance of Customer Reviews on Amazon

Optimize product pages

A regularly updated and optimized product sheet is automatically more visible. To ensure that customers have enough information to make a purchase at a glance, the following elements (depending on the product category) are already included in each title: brand, product line, product type, size/quantity, color, material/packaging.

In addition, it is essential that product descriptions are well written and structured† By bulleted lists and appropriate keywords make it easier for your potential customers to understand the text.

Offer the right price

Here it is worth taking a look andstudy the announcements of the competition, because the price should not send customers to comparable products, nor should it lead to suspicions of poor quality. The characteristics to be taken into account when setting the price are, for example: the quality, the versatility of the product, the reliability, the offer and the production and advertising costs.

Use quality texts and professional and meaningful images

Before making a purchase decision, customers want to be able to take a closer look at the product. For proper zoom, product images should have a height and a width ofat least 1000 pixels† Some sellers choose a 360° photo to give potential buyers a realistic picture from all angles and thus increase the conversion rate.

Optimize the text and images of product sheets
Optimize the text and images of product sheets

Ideally, the images already provide an overview of the products and the most important product features. Under the first part of the product page, textual content is a great way to convey the look and feel of your brand and to drive better conversion on the product. So this results in a lower return rate, more traffic (given the algorithm), a higher conversion ratebigger sales and of course better reviews.

Generate external traffic

A point that is often forgotten or simply ignored, but that makes all the difference: directly relevant traffic from other sources such as social media apps and blogs to Amazon product pages. However, as we have seen, this has an impact in the eyes of the algorithm.

Get good reviews/recommendations

This factor is as powerful as it is difficult to control. As mentioned before, a high number of positive reviews indicates a product social proofbecause customers are more likely to trust other customers† However, fake reviews are strictly persecuted by Amazon and can have a negative effect if discovered. The trick is to indirectly guarantee positive reviews – through emotionally consumer-oriented and honest product texts, a great customer serviceby correct delivery times and reliable problem and returns management.

If you have other optimization ideas to please the Amazon algorithm, don’t hesitate to share them with us in the comments or on our social networks.

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