How to dominate Amazon product ranking list?

During my SEO practice, I usually notice that online merchants tend to build their business on Google. However, it is not the biggest search engine for products. It is more reasonable to retail products on Amazon as according to the statistical data, more than 65% of users refer to Amazon search to find a product they need. It can be explained by numerous Amazon benefits such as the ability to compare prices and select the best one; contact with the merchants; check the reviews, etc. However, one of the most significant benefits is that users can see all information about the product on one page. 

There is a big difference between Amazon and Google search platforms primarily due to the different purposes of these platforms. Google had been designed to sell ads. Nowadays, Google Adwords is a primary Google profit source. In its term, Amazon had been designed to sell products. It creates the fundamental difference in how each measures success. 

Google provides users with the instant answers to their queries. While Amazon is successful when you to find a product you need for the most reasonable price on the market. Amazon receives profit from each deal. That is why it provides users with the best product results. Amazon measures by revenue or gross margin per each search. 

When optimizing for Google, you make an accent on user’s engagement improvement and building external trust factors. When optimizing your listing on Amazon, you need to focus on improving conversion rates. High conversion is equal to high revenue on Amazon. You need to dominate Amazon product ranking list to boost your sales and attract more potential customers. 

Let us discuss how Amazon result page mechanism works. This information will help you build a winning optimization campaign on Amazon. 

Amazon result page mechanism

Amazon’s search result pages can have various looks depending on what type of query insert in the search box. Amazon SERP has two presentations - a list view for searches in all departments and a gallery view when you search within a specific product category. 

The most significant elements of the Amazon product ranking list are the filter fields in the left sidebar. These filters serve to narrow search results and provide users with the most suitable products. It is a fundamental reason why it is so crucial to fill out as many fields as possible when you create your product page on Amazon. 

Special attention should be paid to sponsored results that are placed on the bottom of search result page. Amazon pay per click advertising serves the same as on Google. You need to pay for each user’s click on your ad. 

Amazon ranking factors

All ranking influential factors can be divided into performance factors and relevance factors. 

Performance factors serve to improve rankings by showing Amazon that it can get more profit by ranking a product higher on search result page.   

Relevance factors serve to show Amazon that a product is relevant to user’s query. 

Performance factors include conversion rate, images quality, and pricing policy. 

Relevance factors include a title and description optimization, branding, bullets optimization and search terms relevance.