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What is the Amazon bestsellers rank?

Amazon is the biggest global online retailing platform where each product page has its rank on a search results page. Amazon uses various ranking algorithms to determine why this or that product is placed on a particular search page. One of the most well-known Amazon ranking algorithms is Selling Rank (Bestsellers Rank). 

In this article, we will discuss how Amazon Selling Rank works. It will give you an opportunity to build an effective marketing campaign and outsmart your competitors. 

Before we proceed to the essence of Amazon bestseller rank, I would like to note that Amazon does not reveal a secret how the Bestsellers Rank is calculated. That is why all the information presented in this short post is based on my research and experience. 

How does Amazon selling rank work?

When you are scrolling down the Amazon product page, you can observe a “Product Details” section. This section shows Amazon Bestsellers Rank. This rank is updated hourly and is linked to the number of recent sales of the product, relative to the other products within this category. Amazon Bestsellers Rank also takes into account historical sales data and various behavioral factors. 

Generally speaking, the first rank means that a product has recently sold more than any other product in a particular category. 

It is a common misconception that Amazon selling rank is based on sales, but on the number and quality of reviews or ratings. In reality, it takes into account only sales (current and recent). That is why it does not make sense to generate a lot of fake or paid reviews around your product page, especially after the last Amazon algorithm update according to which all unnaturally obtained reviews should be immediately removed. So, we can say that Amazon Bestsellers Rank shows how a particular product has been selling recently compared to other products within the same category.


Another common myth we are going to dispel is that the products do not have an immediate effect on sales rank. As I mentioned before, Amazon updates its algorithms hourly. However, sometimes it may take more extended period between an increase in sales and ranking improvement. As a rule, this time is not more than 3 hours. All that counts is the number of sales relative to other products in the same category.  

Moreover, it is worth to mention that an increase in sales does not necessarily mean an improved ranking. It is probably one of the most controversial issues about Amazon rankings. Amazon selling rank directly depends on other products within a category. It means that an increase in sales alone is not enough to improve your rankings. A significant increase in the number of sales can bring you a Bestseller Rank. You should retail more than other retailers in your category. So, if you observe a rise in sales within your niche and a high demand for your products, it does not mean that you are the best seller in your category. It can also show that some of your competitors start selling more.

Jack Miller
Thank you all for joining this discussion on Amazon Selling Rank! I'm excited to hear your thoughts and any hidden facts that you may have discovered.
Amy Johnson
I've noticed that the Amazon Selling Rank takes into account both sales volume and velocity. The higher the number of sales over a shorter period, the better the ranking. It's a way to reward products with consistent sales.
Victor Stevens
Amy, could you explain the difference between sales volume and velocity? Are they both equally important?
David Wilson
I agree with Amy. Sales velocity seems to be a crucial factor. I've also heard that the seller's performance, including shipping time, customer ratings, and order defect rate, plays a role in the ranking algorithm.
Oliver Wilson
David, besides shipping time and order defect rate, are there any other metrics that contribute to seller performance impacting the Amazon Selling Rank?
Sarah Thompson
Another aspect is the relevance of keywords in product titles, descriptions, and backend search terms. Amazon's algorithm considers the keywords used by shoppers in their search queries. So optimizing keywords can boost the ranking.
Oliver Wilson
Sarah, do the relevance of keywords and optimization techniques vary across different product categories on Amazon?
Jack Miller
Great points, Amy and David! Sales volume, velocity, seller performance, and keyword optimization indeed have significant impacts on Amazon Selling Rank. It's essential to keep these factors in mind while optimizing product listings.
Michael Walker
I've heard that product reviews and ratings also affect the Amazon Selling Rank. It makes sense because positive reviews indicate customer satisfaction and build trust. Anyone else noticed this?
Sophia Smith
Michael, do you happen to know if the age of product listings influences the Amazon Selling Rank?
Jack Miller
Good observation, Michael! Product reviews and ratings are indeed significant. They not only influence the Amazon Selling Rank but also play a crucial role in convincing potential customers to make a purchase.
Olivia Parker
I've read that pricing plays a part as well. Lower priced products with good quality and value for money tend to have better ranks. It's like Amazon wants to reward affordability too.
Jack Miller
Absolutely, Olivia! Price competitiveness is an important factor. Amazon wants to offer the best value for customers, so lower priced products that meet quality expectations can gain an advantage in the ranking system.
Daniel Evans
I believe promotions and discounts also impact the Amazon Selling Rank. Running limited-time offers, lightning deals, or participating in Amazon Prime Day can increase sales during that period and positively affect the rank.
Sophie Evans
Daniel, can you suggest any tips for running effective promotions and leveraging discounts to improve the Amazon Selling Rank?
Jack Miller
You're right, Daniel! Promotions and discounts can create spikes in sales and attract more attention. These strategies, especially when aligned with Amazon promotional events, can give products a boost in the rankings.
Emma Lee
Does anyone know if having products fulfilled by Amazon (FBA) rather than self-fulfillment affects the ranking system? I've heard mixed opinions on this.
Sophia Smith
Emma, having FBA products can also influence the Prime badge, which adds credibility and attracts more potential customers. The Prime badge could indirectly affect the ranking system.
Jack Miller
Good question, Emma! Fulfilled by Amazon (FBA) does offer some advantages. It ensures faster shipping, reliable customer service, and access to Prime customers. While it's not explicitly stated, these factors can indirectly influence the ranking.
Sophia Garcia
As an Amazon seller, I find that sales history also plays a role. The longer a product maintains consistent sales, the better its ranking becomes over time.
Jack Miller
Great insight, Sophia! Sales history and consistency indeed matter. Amazon rewards products that demonstrate long-term success and popularity, reflecting customer satisfaction and demand.
Sophia Garcia
Jack, with regards to price competitiveness, how can sellers balance offering lower prices while ensuring profitability?
Grace Martinez
I have a small tip to share. Optimizing product images seems to help with the Amazon Selling Rank too. High-quality, visually appealing images can capture shoppers' attention and lead to more clicks and sales.
Liam Thompson
Grace, how can sellers ensure that their product images are compliant with Amazon's guidelines while still being visually appealing?
Jack Miller
Thank you for sharing your tip, Grace! Indeed, visually appealing product images can significantly impact conversions and sales. When customers resonate with the product images, it contributes to a better Amazon Selling Rank.
Liam Thompson
Jack, do you think FBA products have higher chances of winning the Buy Box, which could indirectly contribute to ranking?
Amy Johnson
Sure, Victor! Sales volume refers to the number of units sold within a specific timeframe, like a month. Sales velocity, on the other hand, considers the rate at which those sales occur. It focuses on how quickly the units sell, not just the total number. Both are crucial, but velocity gives more weight to recent sales.
Victor Stevens
Thanks for clarifying, Amy! So, for better rankings, it's important not only to make more sales but also to maintain a consistent sales rate over time.
Jack Miller
Certainly, Liam! FBA products often have better chances of winning the Buy Box due to Amazon's fulfillment reliability. Winning the Buy Box can lead to increased visibility and higher sales, which can positively impact the ranking.
Nora Thompson
Jack, how can sellers optimize product images to improve their Amazon Selling Rank?
Jack Miller
Good question, Nora! Sellers should focus on using high-resolution images, multiple angles, and clear product representation. Highlighting key features, using lifestyle images, and following Amazon's image guidelines are essential. A visually compelling image attracts potential buyers and can positively impact the ranking.
Mark Thompson
Jack, are there any strategies to encourage customers to leave positive reviews and ratings?
Nora Thompson
Thank you, Jack! I'll make sure to follow your advice while optimizing my product images on Amazon. Hopefully, it helps improve both conversions and rankings.
Daniel Evans
Sure, Sophie! One tip is to create a sense of urgency by running limited-time offers and promoting them through various channels like social media or email marketing. Lightning deals and participating in Amazon's major promotional events can also boost sales and improve the rank.
Sophie Evans
Thanks, Daniel! Creating a sense of urgency through limited-time offers and leveraging Amazon's promotional events sounds like a promising strategy to improve both sales and rankings.
Jack Miller
Absolutely, Mark! Providing exceptional customer service, delivering high-quality products, and promptly addressing any customer concerns can encourage positive reviews and ratings. You can also utilize Amazon's request a review feature and follow up with customers to kindly ask for their feedback.
Mark Thompson
Thank you, Jack! Providing exceptional customer service and actively seeking feedback seems like a proactive way to encourage positive reviews, which can benefit both the seller and the product's ranking.
Jack Miller
Sophia, finding the right balance is crucial. Conducting thorough market research, identifying cost-saving opportunities, and focusing on volume-based profitability can help maintain competitiveness while ensuring profitability. Regularly reviewing and adjusting pricing strategies based on market dynamics is essential.
Alex Brown
Hi Jack, thanks for shedding light on the hidden facts of Amazon Selling Rank. It definitely helps to understand the factors that impact the ranking system. Great article!
Sophia Garcia
Thank you, Jack! Your advice to find the right balance between price competitiveness and profitability is valuable. Market research and adjusting pricing strategies accordingly will help me ensure the best results.
Sarah Thompson
Good question, Oliver! While the importance of relevant keywords remains consistent, the optimization techniques might vary based on specific product categories. It's essential to research and understand the search behaviors and preferences of customers in your target category.
Oliver Wilson
Thanks, Sarah! I'll keep the category-specific optimization techniques in mind while fine-tuning my product listings on Amazon.
Michael Walker
Sophia, while there is no definitive information on this, it's believed that newer listings may face more challenges initially. Amazon tends to give more weight to established listings with a consistent sales history and positive performance. However, as sales and performance improve, the age factor becomes less significant.
Sophia Smith
Thanks, Michael! I'll keep in mind that while newer listings may face initial challenges, consistent sales and positive performance can gradually strengthen their position in the Amazon Selling Rank.
Jack Miller
Thank you, Alex! I'm glad you found the article helpful. It's important for sellers to grasp the intricacies of the Amazon Selling Rank to optimize their product listings and succeed on the platform.
Emily Davis
Thank you, Jack, for highlighting the crucial factors of the Amazon Selling Rank. It's interesting to see how various aspects come together to determine a product's ranking position.
Alex Brown
Jack, your article has given me a deeper understanding of how the Amazon Selling Rank works. It's a complex system, but understanding these factors helps sellers strategize better. Kudos!
Emily Davis
Sophia, you mentioned that sales consistency is crucial. Does that mean occasional spikes in sales can negatively impact the ranking?
Sophia Garcia
Emily, occasional spikes in sales shouldn't significantly impact the ranking. Amazon's algorithm considers both short-term boosts and long-term consistency. Spikes due to promotions, seasonal trends, or other factors are generally taken into account and contribute positively to the ranking as long as overall sales remain healthy.
David Wilson
Oliver, in addition to shipping time and order defect rate, metrics like on-time delivery, valid tracking numbers, and low cancellation rates play their part. Maintaining a high level of customer satisfaction and meeting Amazon's performance targets overall helps boost the seller's performance and positively impact the ranking.
Oliver Wilson
Thanks, David! It's good to have a comprehensive understanding of the metrics that contribute to seller performance and, ultimately, the Amazon Selling Rank. Higher customer satisfaction leads to better rankings.
Emma Lee
That makes sense, Sophia. The Prime badge indeed helps in building customer trust, and with Amazon's inclination towards prioritizing Prime members, it could indirectly contribute to better rankings for FBA products.
Grace Martinez
Liam, it's important to familiarize yourself with Amazon's image guidelines and requirements. Using sharp images with a white background, ensuring the product takes up at least 85% of the image area, and avoiding any prohibited content or promotional overlays can strike a balance between compliance and visual appeal.
Liam Thompson
Thank you, Grace! Finding the right balance between compliance and visual appeal in product images is vital. I'll ensure my images meet Amazon's guidelines while captivating potential customers.
Jack Miller
You're welcome, Emily! It's indeed fascinating to uncover the hidden aspects that shape the Amazon Selling Rank. Understanding these factors helps sellers navigate the platform more effectively and optimize their chances of success.
Amy Johnson
Precisely, Victor! Consistency is key. Maintaining a stable sales velocity demonstrates product reliability and customer demand over an extended period, contributing to improved rankings.
Sarah Thompson
You're welcome, Oliver! Category-specific optimization is a great way to align your listings with customer expectations, making them more discoverable and attractive within the respective product category. Best of luck with your listings!
Jack Miller
You're welcome, Nora! Optimizing product images is an important part of creating a compelling listing. I hope it brings you positive results in terms of conversions, sales, and rankings. Best of luck!
Nora Thompson
Thank you, Jack! I appreciate your guidance on optimizing product images. I'll keep those recommendations in mind to enhance both the visual appeal and overall performance of my listings.
Daniel Evans
Indeed, Sophie! Urgency and strategic promotions can generate buzz and attract more potential customers. By aligning your promotions with Amazon's major events, you can leverage the increased shopper traffic to boost sales and improve rankings. Wishing you success!
Sophie Evans
Thanks, Daniel! Promotions with a sense of urgency during Amazon's major events seem like an effective way to maximize sales and improve rankings. Excited to implement these strategies!
Jack Miller
Absolutely, Mark! Prioritizing customer satisfaction and seeking feedback can help build a positive reputation and increase the likelihood of receiving favorable reviews. It's a win-win situation for both the seller and the customers. Keep up the excellent customer-centric approach!
Mark Thompson
Thank you, Jack! I'll continue prioritizing exceptional customer service and strive to maintain a positive reputation. Positive reviews and ratings are a valuable asset in the highly competitive Amazon marketplace.
Jack Miller
You're welcome, Sophia! Finding that balance can be challenging but rewarding. Continuous evaluation, research, and adapting to market dynamics will help you optimize your pricing strategy. Good luck with your business!
Sophia Garcia
Thanks, Jack! Constant evaluation, research, and adapting to market dynamics will be crucial in finding the right pricing balance. Your advice inspires confidence in developing effective pricing strategies.
Michael Walker
You're welcome, Sophia! Persistence is key. By focusing on providing value, meeting customer expectations, and gradually building up sales and performance, newer listings can establish a strong presence within the Amazon Selling Rank. Good luck!
Sophia Smith
Thank you, Michael! Persistence coupled with providing value to customers seems like the way to go. I'm motivated to make consistent improvements to my listings and sales.
Emily Davis
Thank you, Sophia Garcia! It's comforting to know that occasional sales spikes aren't detrimental to the ranking as long as overall sales remain healthy. Appreciate the insight!
Sophia Garcia
You're welcome, Emily! Maintaining overall sales health is important, and occasional spikes can even bring additional visibility and attention to your products. Keep up the great work!
David Wilson
Indeed, Oliver! Prioritizing customer satisfaction and excelling in the performance metrics not only enhances the seller's reputation but also positively impacts their rankings. It's a win-win situation. Keep delighting your customers!
Oliver Wilson
Thanks, David! It reassures me to know that maintaining high customer satisfaction and meeting Amazon's performance targets contribute to better rankings. Customer-centricity is the way to go!
Emma Lee
Thanks, Sophia! I'll take advantage of FBA to enhance my credibility and cater to Prime members. These combined efforts should boost my rankings. Appreciate your insights!
Sophia Garcia
You're welcome, Emma! By leveraging FBA's benefits and catering to Prime members, you're positioning yourself for success. Combined with other optimization strategies, you're on the right track to improve your rankings. Best of luck!
Grace Martinez
You're welcome, Liam! Striking the right balance will help your product images stand out while adhering to Amazon's guidelines. Captivating potential customers with visually appealing images will lead to better conversions and, eventually, improved rankings. Best of luck!
Liam Thompson
Thank you, Grace Martinez! Striking a balance between compliance and visual appeal will be key. I'll ensure that my product images comply with Amazon's guidelines while capturing buyers' attention.
Jack Miller
Thank you, Alex! It's rewarding to know that the article has provided you with a deeper understanding of the Amazon Selling Rank. Complexity aside, unraveling these factors allows sellers to optimize their listings and achieve better results. Wishing you success on Amazon!
Alex Brown
Jack, your insights and guidance are greatly appreciated. Understanding the Amazon Selling Rank's intricacies will undoubtedly help sellers improve their overall performance. Thank you!
Jack Miller
You're welcome, Nora! By focusing on visually appealing product images that comply with Amazon's guidelines, you're on the right track to boost conversions and rankings. Best of luck with your listings!
Nora Thompson
Thank you, Jack! By following your advice and optimizing my product images, I hope to create an engaging shopping experience for customers and improve my rankings. Appreciate your support!
Daniel Evans
You're welcome, Sophie! Leveraging the sense of urgency during Amazon's major events can have a significant impact on sales and rankings. With the right strategy and execution, you'll likely see positive results. Best of luck!
Sophie Evans
Thanks, Daniel! I'm excited to implement promotions with a sense of urgency during Amazon's major events. It seems like an excellent way to attract more customers and enhance my rankings.
Jack Miller
You're welcome, Mark! Prioritizing exceptional customer service and maintaining a positive reputation will greatly benefit your business. Positive reviews and ratings not only contribute to rankings but also build trust and attract more customers. Keep up the fantastic work!
Mark Thompson
Thank you, Jack! Prioritizing exceptional customer service and focusing on building a positive reputation will remain my utmost priorities. Positive reviews and ratings are invaluable.
Jack Miller
You're welcome, Sophia! Constant evaluation and adapting to market dynamics are essential for long-term success. Confidence in your pricing strategies will come through experience and understanding customer preferences. Best of luck with your pricing optimizations!
Sophia Garcia
Thanks, Jack! Continuous evaluation and adaptability will be my mantra for finding the right pricing balance. Your encouragement means a lot!
Michael Walker
You're welcome, Sophia! Persistence and continuous improvement are key ingredients for success. By consistently adding value and enhancing your listings and sales processes, you'll have a greater chance of building a strong position within the Amazon Selling Rank. Best of luck on your journey!
Sophia Smith
Thank you, Michael! Persistence and continuous improvements resonate with me. I'll stay committed to adding value and enhancing my sales performance gradually.
Emily Davis
Thank you, Sophia Garcia! It's good to know that occasional sales spikes won't negatively impact my rankings. I'll focus on maintaining overall sales health and making the most of promotional opportunities.
Sophia Garcia
You're welcome, Emily! Maintaining sales health and leveraging promotions strategically will contribute positively to your rankings. Capitalize on those opportunities and keep up the great work!
David Wilson
Absolutely, Oliver! Prioritizing customer satisfaction and excelling in the performance metrics will help strengthen your reputation and positively impact your rankings. Customer-centricity is indeed the path to success. Keep up the great work!
Emma Lee
Thank you, Sophia Garcia! I'll leverage FBA benefits and the trust associated with the Prime badge to enhance customer satisfaction and, ultimately, my rankings. Appreciate your insights!
Sophia Garcia
You're welcome, Emma! Leveraging FBA and the Prime badge will undoubtedly improve customer satisfaction and trust. By incorporating these advantages into your strategy, you're positioning yourself for better rankings. Best of luck with your Amazon journey!
Grace Martinez
You're welcome, Liam! Striking that balance is crucial for maximizing the impact of your product images. Abiding by Amazon's guidelines while creating visually appealing images will help you stand out and drive higher conversions. Best of luck!
Jack Miller
You're most welcome, Alex! I'm glad the insights have been helpful to you. Understanding the intricacies of the Amazon Selling Rank empowers sellers to make informed decisions, optimize their strategies, and thrive in the dynamic marketplace. Thank you for your kind words!
Jack Miller
You're welcome, Nora! By focusing on creating an engaging shopping experience through optimized product images, you're taking a significant step toward improved rankings. Appreciate your dedication, and I'm here to support you along the way!
Daniel Evans
My pleasure, Sophie! Leveraging the sense of urgency during Amazon's major events presents significant opportunities to attract more customers and improve your rankings. Stay proactive, and I wish you great success!
Jack Miller
Absolutely, Mark! Continuing to prioritize exceptional customer service and a positive reputation will bring long-term benefits. Positive reviews and ratings not only boost rankings but also foster trust and loyalty among customers. Keep up the outstanding work!
Jack Miller
You're welcome, Sophia! Embracing continuous evaluation and adaptability reflects your mindset for long-term success. With determination and an agile approach, you're poised to achieve the optimal pricing balance. Best wishes on your Amazon journey!
Michael Walker
You're welcome, Sophia! Persistence and continuous improvements are the foundation of long-term success. By staying committed to adding value and enhancing your sales performance, you'll make steady progress and see improvements in your rankings. Best of luck!
Emily Davis
Thank you, Sophia Garcia! I'll focus on maintaining overall sales health and capitalizing on promotions strategically. Your insights have been truly valuable!
Sophia Garcia
You're welcome, Emily! Ensuring overall sales health and strategic promotion will undoubtedly contribute to improved rankings. I'm glad the insights have been valuable. Keep your momentum going!

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