How to build a winning Amazon search engine marketing campaign?

Amazon is the world's biggest search engine that serves to help users find the products they need. The primary difference between this search engine is that is not used for general information. The users who are searching for something on Amazon have a purchase intent. That is why everybody who choose Amazon marketplace as the retailing platform for their products, make a correct business decision. And what is more, the site offers organic and pad opportunities that enable brands to capitalize. 

According to the recent industry figures for the last year, Amazon shoppers did more than 200 billion searches per year. Another study showed that more than 31% of Americans start their shopping research on Amazon. It is in two times more than on Google. 

It shows the power of this retailing platform and its role in the today's ecommerce business. In this article, we will discuss how to make your products appear prominently in front of your potential customers implementing Amazon SEM (search engine marketing). 

The importance of keyword optimization on Amazon

Like traditional search engines, Amazon parses product pages by search terms to provide users with the most relevant search results. It means that a keyword-rich content is must-have for your Amazon optimization. 

There are a lot of professional online research tools that can provide you with relevant to your business search terms. However, you should also rely on yourself as far from all tools can give you long-tail non-competitive search terms. To determine the search volume of the selected keywords, you can use such tools as Google Keyword Planner, Amazon Retailer Analytics, and Amazon Marketing Services PPC. By the ways, some Amazon experts claim that it is possible to find targeted search terms in customer reviews. 

Amazon provides several content sections where you can strategically add your targeted and high-volume search terms. These sections include title, description and bullet points.

How sales can affect Amazon rankings?

Unlike traditional search engines, Amazon takes into account the overall amount of sales each merchant makes for a definite period. Instead of building links as in traditional search engine optimization, Amazon ranking algorithm is based on sales generating. It can be explained by Amazon primary purpose to earn as much benefit as possible. That is why Amazon ranking algorithm takes into account the more price-driven things. As best-selling rule products are placed on the TOP of Amazon search results page, they attract more clicks. 

That is why one of the most resultative ways to enhance organic rankings on Amazon is through the sponsored listings that are permanently placed on the TOP and drive the most sales. 

Another actionable way to raise your rank on Amazon SERP is to provide a competitive price. By doing so, you will attract more paying customers and create a positive sales-history on Amazon.  

Moreover, if you are an Amazon Prime member, your products will be purchased more because shoppers can get them in two days as well as receive compensation for any damages.