The term Amazon algorithm refers to the mathematical model used by Amazon to rank products in its search engine. Similar to how major search engines like Google and Bing function, Amazon’s online store uses an algorithm to calculate where on the search engine results page (SERP) a specific product should appear.
Amazon’s searchable store uses the A9 algorithm to analyze the keywords a seller uses to describe their product. This decides the product's rank, meaning where in the SERP it appears. This point system for rankings rewards the seller for applying relevance and appropriate volume of usage to their keywords. It also rewards the seller for conversions.
Conversions help the retailer determine keyword relevance. That’s because if a seller uses irrelevant keywords to draw many visitors, those visitors won’t remain on the seller’s page for long nor will they buy the product sold on that page. Accuracy in description and keyword usage helps drive conversions.
When appropriately applied, utilizing the correct keywords, grammar, and accuracy in product descriptions wins a seller the Amazon Buy Box without having to advertise.
The keywords chosen by a seller should accurately describe their product using the keywords that a buyer uses. To learn which keywords to use, research which keywords competing businesses use and apply those accurately to your own listing.
Balance these highly searched keywords with lower-volume keywords that your competition uses less or not at all that still prove relevant to the product. To do this, you might describe an aspect of the product that other sellers ignore or provide high-level detail that other sellers don’t.
Amazon makes more money when its third-party sellers make sales, so the e-retailer wants its sellers to do well. Use the internal Amazon sales tools to research keywords and create optimal use of them in the product listing. While competitive pricing strongly influences each customer on Amazon, so does product information and accuracy.
The A9 algorithm looks for keywords in the title, bullet points, and description. Use more than one keyword phrase, called long-tail keywords, on the overall page. Most products use a minimum of three to five keywords, but not all in one place.
Optimizing The Title
In the title of your product page, use your main keyword with your product name utilizing natural language. Avoid keyword stuffing, which refers to the practice of using multiple keywords in a single line of text or paragraph.
Bullets Help Optimize Text
Listing the key points of the product in bullet format helps the reader skim the listing and learn about the product quickly. Include secondary keywords in these bullet points. Only include relevant bullet points and include one keyword per bullet point.
Optimizing the Product Description
Write an expansive product description without repeating information. Use each keyword in the description, scattered about the text. Avoid including sentences that don’t add to the description because you used them just to include a keyword. People don’t have a lot of time to read anything anymore, so make it short and sweet with extreme accuracy.
Using Persuasive Sales Talk
Not every Amazon seller can afford to hire a professional copywriter or pro marketers, but you can learn the basics of great sales writing. Follow these tips to optimize your product description. Like the Bing and Google algorithms, Amazon considers grammar in its calculations.
You can use the Amazon algorithm to your advantage to increase your sales conversions. Using these tips to create the best quality product pages possible, you can increase your sales on Amazon.