Kristine
Globally, there are over 6 million different sellers on Amazon, with about 1 million new merchants joining the platform in 2021 alone. The online retail giant itself offers over 12 million products to worldwide customers, from books to electronics to home goods. If you add in all of the products sold by third-party merchants on the platform, there are an estimated 350 million products for shoppers to browse through.
With so much competition on Amazon, companies have to be savvy enough to cut through all the noise and capture the attention of their target audience. Brands can start improving their presence on Amazon by taking just a few basic steps:
- Learning how the algorithm works
- Understanding their customers’ needs
- Optimizing their product pages accordingly
With this guide, you’ll be well on your way to boosted sales, better visibility on the platform, and a more loyal customer base. So, let’s get started!
About Amazon’s A9 algorithm
A9 is an AI-based search engine algorithm used on Amazon. The algorithm has been continuously growing and learning since it was first implemented a few years ago, becoming a powerful tool for shoppers and sellers alike.
The A9 algorithm analyzes the product queries and search patterns of millions of shoppers who use the platform every day. It uses the data it collects to show the best possible results to customers who search for similar terms, and it prioritizes items with optimized content and pertinent information clearly displayed on their product detail pages.
To help customers find exactly what they’re looking for as quickly as possible, Amazon’s search algorithm specifically looks for the following product details:
Sales velocity
Sales velocity refers to the number of products sold and how much each item sold for. Amazon takes these two figures for each seller and compares them amongst one another to determine which products get the top rankings on the platform.
Availability
Amazon is known for 2-day shipping and even same-day shipping for certain items. Since customers expect to receive items ASAP, the algorithm won’t display your product very high in the search results if it’s out of stock. Running low or running out of inventory can also negatively affect your seller performance ranking over time.
Pricing
The A9 algorithm takes all kinds of factors into account before displaying results to a shopper. It looks at the top-selling products and most relevant products while determining the most appropriate price for each item. Therefore, an item priced much higher or much lower than similar products probably won’t be prioritized on the results page.
FBA
The FBA (Fulfillment By Amazon) program is a game-changer for sellers who don’t have the space or bandwidth to manage their product inventory. Merchants who use FBA pay Amazon to keep their items at warehouses in relevant locations, and then FBA employees take care of packing and shipping customer orders.
In addition to the convenience of FBA, the Amazon search algorithm actually prioritizes sellers who use this service. Customers can benefit from quicker delivery times while merchants can see a boost in sales.
Customer reviews
An item with no reviews or mostly negative reviews tells the algorithm that people aren’t interested or satisfied with the product.
High-quality images
Buyers want to know exactly what the product looks like before they decide to put an item in their cart. Photos need to be bright and clear, with the product shown from a variety of angles.
Brand and manufacturer
The Amazon algorithm doesn’t display products that don’t include a brand or manufacturer on the product detail page.
Ways to identify your target audience
If you want people to find and purchase your products, it’s essential to know who your most likely customers are. On a competitive global marketplace like Amazon, brands can’t afford not to target a particular niche or audience. Your brand promotions, social media, product descriptions, and website all need to be catered to the right audience.
However, as Inc.com’s Mandy Porta explains, “Targeting a specific market does not mean that you are excluding people who do not fit your criteria. Rather, target marketing allows you to focus your marketing dollars and brand message on a specific market that is more likely to buy from you than other markets.” This strategy is far more cost-effective and easier to implement than a broader marketing campaign.
If you’re not sure who your product or brand is for, here are some ways to discover and understand your target market:
- Assess your current customer base. Are there any commonalities amongst your top purchasers? Why have they decided to go with your product?
- Peek at your competitors’ strategies. What kinds of consumers are your top competitors selling to? What types of messages do they include in their ad campaigns or product descriptions?
- List your brand’s benefits. Write out the unique benefits and features of each product your company offers, and then develop a second list of people who are likely to seek out those benefits.
- Factor in demographics and psychographics. As you’re figuring out your market niche, considering the various characteristics of your customers can help you create a relatable buyer persona. Think about the following factors of your ideal buyer:
- Age
- Location
- Gender
- Education level
- Occupation
- Ethnic background
- Values
- Interests or hobbies
- Behaviors
- Gather feedback. Brands can get genuine feedback from customers in a variety of ways. Think about creating a simple survey for customers to complete, posting a poll on social media, or asking buyers to submit product reviews. Be open-minded and simply listen to their responses at first, and then assess how you can improve your marketing strategy or products from there.
How to optimize your Amazon product pages
Once you understand how Amazon’s algorithm works and what your target customer base wants, you can combine this knowledge to create outstanding product pages. With the right keywords, product information, and attention-grabbing descriptions, your brand will finally gain more visibility on the Amazon platform.
Here are some great ways to improve your Amazon SEO today:
Craft the perfect title
According to Amazon’s best practices guideline, each of your product titles should contain:
- The brand name
- The product line
- A key feature or material
- Type of product
- Color(s)
- Size(s)
- Quantity
You should also do keyword research to add relevant terms to your product descriptions based on consumer trends. For example, a health supplement brand might want to add the word “vegan” or “plant-based” to appeal to that specific customer preference.
Use bullet points
Product descriptions need to be concise and easy for shoppers to quickly skim. Amazon recommends highlighting the top five features that distinguish your product from similar brands with a simple bullet-point list. You can optimize your lists by keeping these suggestions in mind:
- Emphasize important details from the product description or title.
- Start each bullet point with a capital letter and thoroughly proofread each line.
- Don’t use symbols or special characters.
- Highlight who the product is best for.
- Avoid adding shipping or promotional details.
- Include the weight and product dimensions.
Create A+ content
Amazon’s A+ content feature is available to professional sellers who have been approved as brand owners. A+ content is free for approved sellers, and it provides templates for merchants to add unique brand details, descriptions, videos, and other content to help their brands stand out. On average, merchants who use A+ content can increase their sales by 3% to 10%!
Add high-quality photos
Great pictures are crucial when it comes to eCommerce. To optimize each product page on Amazon, make sure that each image matches the product description’s size, color, and other details. Amazon additionally suggests that images should be well-lit, focused against a simple background, and show off the whole product from various angles.
Respond to customer questions
A big part of attracting customers is by being transparent and quick to respond. If you receive a customer question on one of your product pages, be sure to politely answer their question as soon as possible. If you continue to get asked a similar question over and over, simply add that information to the product description so customers can find the information they need faster.
Need some help optimizing your Amazon content?
If you don’t have the time or patience to update all of your product pages, why not let a professional writer take care of it for you? With a Content Cucumber subscription, you’ll be matched with your own personal writer who can create customized copy for anything your business needs. Simplify and streamline your marketing strategy by checking out our plans today!
