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Can you help me understand Amazon ranking algorithm?

Amazon ranking algorithm for product search (also known as the A9) is designed to rank different products so that when the customer goes searching for a certain item on sale – the relevant search results are pulled together and provided just in two steps. Put simply, when a potential buyer runs product search, Amazon ranking algorithm is doing best trying to provide the best results matching the customer request. And while Google is showing the results providing the best answer upon the search query entered by the user, Amazon ranking algorithm is focused on showing exactly what product the shopper is more likely to buy. It means that the process of ranking the products on Amazon is a more straightforward one, if compared against the similar procedure taken by the major search engines like Google itself, as well as Yahoo, Bing, etc.

Main Factors for Amazon Ranking Algorithm

Taken in general, the primary aim of Amazon ranking algorithm is to ensure the maximum revenue per each customer making purchases over there. Among the others, Amazon search engine optimization is betting on different internal factors. I mean that there is no off-page optimization on Amazon – it simply pays no attention to the lion’s share of off-page SEO factors, such as social media, link building, domain authority, and so on. As I already said, the main goal of Amazon ranking algorithm is to get most out of the maximum Revenue Per Customer (RPC). As a result, the core factors taken into account by the A9 are as follows:

  • Conversion Rate – is generally driven by your customer reviews, competitive pricing, and product image quality.
  • Relevancy & Customer Satisfaction – while the factors of relevance are mainly determined by the product title and product description, a good level of customer satisfaction is also found among the relevancy factors of top importance over there.
  • Retention – these factors are mainly revolving around the level of ODR (order defect rate), as well as feedback from the seller.

According to the A9 Amazon ranking algorithm, the maximum profit can be achieved only by making more customers happy and keeping them repeatedly come back to take another purchase over there. Note, however, that apart from the maximum RPC, Amazon considers the customer retention as well. It means that when ranking a certain product, Amazon is using not only the actual rates of conversion, but also their expected values. Put simply, Amazon can reasonably expect it to be pulled down, given that the price tag for a certain product is definitely higher than the rest of the similar product offers seen on the market. And remember, the completeness of your product page with its every main section filled in full is very important for Amazon ranking algorithm. So, you should avoid having any single field blank or not fully completed. That way, you will always have better chances of being displayed on the top of the SERPs upon the relevant item request from the shopper.

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