by Brad Hunt April 1, 2024

How To Rank On Amazon So You Can Start Selling More

If you’re an Amazon Seller and want to improve your product rankings in the next 30 days without hiring an expert, this article is for you! Focusing on the right things on Amazon is critical to helping your product listings rank organically.

Today, I will dive into one of the things that will help your listings start ranking better.

Understanding how Amazon’s search differs from a traditional search engine like Google is helpful. When trying to understand how or why something works, I typically start with who’s being incentivized and by what. For example, Google stays relevant by showing the best and most related content based on the search query. As long as their search results remain relevant, people will continue to use them, and they monetize by showing ads on the search results pages. Their incentive is to generate the most relevant content for the people using their platform so that they can entice advertisers to buy ad placements on their search results pages.

Unlike Google, Amazon makes money whenever an item on its platform is sold. The content shown by the keyword should be relevant, of course, but one of the critical things Amazon is looking for in a listing is the rate at which everyone’s products convert with the keyword used in the search bar. In other words, Amazon’s incentive is to show the products that sell most frequently with a given search term because that increases the rate at which they collect seller fees from sold products.

The higher your conversion rate on a keyword, the better your products will rank for it. This is part of why it’s easier to rank for your branded terms than non-branded terms. People searching for your brand are much more likely to buy your products than your competitors, and your conversion rate is typically higher.

So now that you know that conversion rate is a significant factor in determining your product’s ranking, what should you do?

Here are a few next steps:

The first step is to identify which products have higher conversion rates than the rest of the market. You can find this information in the Search Query Performance reports under the Brand Analytics section of your Seller Central account.

Once you’ve identified those keywords, the next thing to do is see which keywords you’re ranking above the 6th position on the first search results page. If we’re already ranking in the top positions for a keyword, it might only make sense to put a ton of ad dollars behind it if we’re missing out on a significant market share. Look at your brand and sales to determine which position you want to set as a threshold.

Lastly, you’ll want to incorporate those remaining keywords naturally into your listing. Remember, when calculating the total conversion rate, Amazon factors in ALL sales, both from ad and organic clicks.

If you’re curious about your listings or want help, don’t hesitate to get in touch with our team for a free audit! 

  • Amazon Marketing

Brad Hunt

Brad Hunt

Bradford has created and implemented marketing strategies for small start up businesses to large corporate enterprises. He currently serves as a Director of Amazon and works with our Marketing Consultants to come up with fun and innovative strategies that are designed to drive more revenue for our clients. When he’s not at his computer, you can usually find him fly fishing in the local Utah rivers during the Spring/Summer months, hunting with his buddies in the Fall and snowboarding during the Winter.

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