Amazon’s marketplace is a competitive battleground, and understanding how to optimise its search algorithm, known as A10, is crucial for sellers looking to increase visibility and sales. Unlike Google’s search engine, Amazon’s algorithm prioritises one thing above all: conversions. This means that relevance, sales performance, and customer satisfaction are key in determining your product’s ranking.

Here’s how to optimise your listings to improve your Amazon search rankings.

1. Use Relevant Keywords Strategically

Amazon’s A10 algorithm matches search queries with product listings based on relevance. This means choosing the right keywords is essential.

• Conduct Keyword Research: Use tools like Amazon’s auto-suggest, Helium 10, or Jungle Scout to find high-performing keywords.
• Optimise Titles: Include your main keyword naturally in the product title while keeping it readable.
• Utilise Backend Keywords: These hidden search terms allow you to add additional relevant keywords without cluttering your listing.
• Incorporate Keywords in Bullet Points & Descriptions: Ensure your copy includes a mix of primary and secondary keywords without keyword stuffing.

2. Write Compelling Product Titles

Your product title is the first thing customers see, significantly impacting click-through rates. An optimised title should:

• Begin with the main keyword
• Clearly describe the product
• Include essential attributes such as size, colour, or material
• Be under Amazon’s character limit (typically 200 characters)

For example, instead of "Running Shoes," a well-optimised title might be:

"Men’s Running Shoes – Lightweight Trainers with Breathable Mesh – Shock-Absorbing Sole – Available in Multiple Colours."

3. Optimise Product Images

High-quality images help drive conversions, a key ranking factor on Amazon. Follow these guidelines:

• Use high-resolution images (at least 1000px x 1000px) to enable zoom functionality.
• Include multiple images showcasing different angles and product uses.
• Add infographics or lifestyle images to highlight key features.
• Ensure the main image has a pure white background, as per Amazon’s requirements.

4. Increase Product Descriptions & Bullet Points

Amazon rewards listings that provide clear, engaging, and informative descriptions.

• Bullet Points: Summarise key features and benefits in an easy-to-scan format. Use persuasive language to highlight unique selling points.
• Description: Expand on product details, include storytelling elements, and address potential customer concerns. If eligible, use A+ Content (Enhanced Brand Content) to add rich media elements.

5. Price Competitively

Price plays a significant role in rankings, as Amazon wants to offer customers the best value.

• Monitor competitor pricing and adjust accordingly.
• Use dynamic repricing tools to remain competitive.
• Consider promotions, coupons, or limited-time discounts to boost conversions.

6. Encourage Positive Reviews & Ratings

Customer feedback impacts search rankings and conversions.

• Provide excellent customer service to minimise negative reviews.
• Use Amazon’s Request a Review button to encourage feedback.
• Enrol in Amazon Vine (for registered brands) to gain reviews from trusted reviewers.

7. Improve Sales Velocity & Conversion Rates

Amazon’s algorithm favours listings with a strong sales history. To boost conversions:

• Run Amazon PPC (Pay-Per-Click) campaigns to increase visibility.
• Enrol in Fulfilment by Amazon (FBA) for faster shipping and Prime eligibility.
• Optimise for mobile shoppers with easy-to-read formatting.

8. Leverage External Traffic

Driving traffic from external sources can improve rankings and sales. Consider:

• Social media marketing (Facebook, Instagram, TikTok)
• Influencer collaborations
• Email marketing and direct promotions
• Google Ads directed to your Amazon listing

Final Thoughts

Amazon’s A10 algorithm continuously evolves, but the core principle remains the same: prioritising products that sell well and provide a good customer experience. Implementing these optimisation strategies can improve your rankings and increase sales on Amazon's marketplace: keyword research, compelling content, competitive pricing, and strong customer engagement.

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