When you start publishing your products on Amazon, you try to find the balance between pleasing the users and pleasing the Amazon algorithm. This is a typical SEO issue. The Amazon robot has a particular operation that should be understood when you want to optimize your presence on the American marketplace.
Why is it important to please the Amazon algorithm?
This is obviously the first question we can ask ourselves. What’s the point of pleasing Amazon’s algorithm when selling on Amazon?
In fact, we can quite draw the parallel with a classic website. When you sell your products online on an e-commerce site, you try toOptimize as much as possible for SEO. You do this work with the aim of pleasing the Google robot so that it places you as high as possible on the queries you are targeting.
On Amazon it’s more or less the same.. So, of course, it’s more limited than with a complete website, since you won’t be able to do content strategy for example. Nevertheless, there is a set of best practices to master so that Amazon ranks you as well as possible on the queries and product categories where you want to impose yourself.
How does the Amazon A10 algorithm work?
The differences with the A9 algorithm
First, let’s do some history. Today we are talking about the Amazon A10 algorithm. It is simplyan “improved” version of the historical algorithm which was called A9. In reality, the algorithm is still officially the A9, but it has evolved a lot and many therefore speak of A10.
The A9 algorithm judged the relevance of a product and its ranking on different 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 was sold, the more it was promoted by Amazon. If we put ourselves in their shoes, it makes sense given that they seek to make the maximum profit. Same thing for sponsored products that were systematically highlighted according to CPC campaigns.
On this new algorithm, the A10, the criteria remain more or less the same, but the cards have been dealt. Indeed, the criteria that we have just cited are less important today. For example, Amazon considers that Amazon Ads campaigns are not always relevant to users.
Amazon A10 Algorithm Criteria
Here are the main criteria that make up the algorithm and which therefore have an influence on your positioning in the search results, that is to say your Amazon referencing:
- The authority of the seller
This is a factor that has its influence on other things like the Buy Box for example. There are several metrics that go into Amazon’s consideration of a seller’s authority. We find, for example, the notice placed on your products, the quantity of products that you propose, the age of your sales and other KPIs related to your business performance.
- Organic sales
In SEO, when we talk about organic traffic, we are talking about traffic coming from search results. Here, it’s the same thing, it’s the sales made since these results. As we said above, the latest developments in the algorithm have led Amazon to favor organic sales at the expense of sales from Ads campaigns.
- External traffic and sales
Promoting your products on your website, on your social networks or on blogs, is very well seen in the eyes of Amazon. Indeed, it is one of the criteria that has taken on the most importance in the latest updates. Of course, for Amazon to see this in a good light, it has to be a relevant traffic, and even ideally that converts.
- Inside Sales
If your products are very successful on the product pages of your competitors, Amazon will make sure to put you ahead of them, it’s as simple as that. Internal sales are sales made while the person came from another Amazon page. This is possible since your products appear for example in the categories “compare to similar articles”, “products related to this article” or “customers who viewed this article also looked”.
- Click through rate
A good CTR is rewarded by the algorithm from Amazon. This is why it is important to have quality images with a well-written title, to impact in search results. Of course, if this good CTR is accompanied by a good conversion rate, you will be rewarded even more.
How to improve your SEO with the Amazon algorithm? 6 tips
Promote the credibility and trust of customers
Dissatisfied customers leave one-star ratings and, in the worst case, additional negative reviews. The good news is that customer trust and good rankings are actually largely in your hands. Various 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, color, intended use, etc.), the customer knows what to expect.
- Ensures quality logistics. You can even go through Amazon’s system (and therefore be eligible for Prime) if you sell FBA.
- Sell good quality products. In fact, you may be attracted by profit and choose to sell low-quality products at low prices. But, you will be largely penalized by the reviews, which are crucial in the eyes of buyers.
- Stay up to date : Checks daily for new orders and notifications to keep in touch with customers.
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 to this, it is essential that product descriptions are well written and structured. Of the 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 neither steer customers towards comparable products nor fuel suspicions of poor quality. The characteristics that must be taken into account in the elaboration of the price are, for example: the quality, the versatility of the product, the reliability, the offer and the costs of production and advertising.
Use quality texts and professional and meaningful images
Before making a purchasing decision, customers want to be able to take a close look at the product. For a good zoom, product images should have a height and a width ofat least 1000 pixels. Some sellers opt for a 360° picture in order to give potential buyers a realistic view from all angles and thus increase the conversion rate.
Ideally, the images already give an overview of the products and the most important product features. Below the 1st part of the product page, textual content is a great way to convey the look and feel of your brand and to encourage a better conversion on the product. This therefore results in a lower return rate, increased traffic (in view of the algorithm), a higher conversion ratebigger sales and obviously better reviews.
Generate external traffic
A point that is often forgotten or simply ignored, but which makes the difference: direct relevant traffic from other sources such as social media apps and blogs to Amazon product pages. However, as we have seen, this has influence in the eyes of the algorithm.
Get great reviews/recommendations
This factor is as powerful as it is difficult to control. As already mentioned, a high number of positive reviews gives a product social proofbecause customers are more likely to trust other customers. However, fake reviews are strictly prosecuted 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 serviceof the correct delivery times and reliable issues and returns management.
If you have other optimization ideas to put in place to please the Amazon algorithm, do not hesitate to share them with us in the comments or on our social networks.