How to rank well on Amazon and become a successful seller over there?

Let’s face it – if you want to understand how to rank well on Amazon as a really successful seller, you need to take the following statement for granted. I mean that too many ecommerce and SEO community members (and even big-time sellers) are often ignoring a huge opportunity – by focusing just on Google search engine. Of course, it’s the world’s search giant. But the thing is that if you are selling on Amazon, this crowded online marketplace should be far more important for you, rather than anything else. Why? Mainly because when it comes precisely to searching for the products on sale, Amazon has something about three times more search volume. Impressive, right? So, below I’m going to share a piece of practical knowledge for you to know how to rank well on Amazon to finally become a really successful retail trader selling over there.

How to Rank Well on Amazon

First of all, let’s look through the key differences between ranking on the major search engines (like Google itself), and how to rank well on Amazon – taken at scale.

Conversion and User Satisfaction

Before anything else, the key point of diversity between Google and Amazon is that the major search engine is designed mainly to sell ads – giving you quick answers and making it reasonable to return for a repeated search so that you perform more searches, and ultimately – give more clicks on ads. As a result, Google’s success metrics are revolving mainly around the average time per user visit, as well as click-through-rate. At the same time, however, Amazon is focused more on giving more revenue or gross margin measured per each shopper request for a certain product on sale over there. It means that Amazon is more likely to rearrange its search results so that more potential clients are successfully converted into the real buyers. That’s why if you want to know how to sell more on Amazon – you should focus on improving your conversion, first and foremost. Simply because from the viewpoint of the A9 search ranking algorithm, having more conversions means providing more money to Amazon ecommerce business platform.

Amazon’s Factors of Performance and Relevance 

Most commonly, the main ranking factors on Amazon are split into two different categories -- factors of performance and factors of relevance. And here we're finally coming to the point – you should make a clear difference between those two factors to understand how to rank well on Amazon. Here they are.

• Performance Factors – everything about the main factors of performance (conversion rate itself, as well as product price and images) is not actually too complicated. Put simply, each of these factors will give a powerful signal to Amazon that your product is more likely to sell well, when ranked well.
• Relevance Factors – this category stands for the main fields of your product page listing used by the A9 to determine whether your product is truly relevant to a user search. Here are the main elements of your listing that are recognized as the primary factors of relevance: Product Title, Brand, List of Bullet Points, Product Description, Backend Search Terms, Seller Name, Setup, Daily Process, Filter Fields, Customer Reviews, as well as your overall Sales Rank.