Did you know that 55% of online shoppers go to Amazon to start a product search?
"Amazon has become a reference for consumers," Jason Seeba, director of marketing at BloomReach, told Bloomberg Tech. “Consumers find products and prices on Amazon first.
If you’re looking for products that your target audience likes and finds useful, it’s Amazon. In order to get your Amazon online, you need to use some SEO tactics to showcase your products and business.
The following will serve as your guide to optimizing and ranking your products on Amazon on the world's largest retail site
Learn about Amazon Results Pages
Learn about the intricacies of how Amazon presents products that are good for your products. They have almost two result page formats.
List view with 15 product results covering all departments.
When searching for specific categories and departments, each page displays 24 results.
Understanding results pages is a bit like knowing how many positions are on a Google results page, with their own ad types and organic search results.
The other key part of the Amazon results page is the filter field (sidebar) located on the left side of the page.
Users of the navigation filter will get a subset of the original search query. This makes it increasingly important to complete all fields in your product listing.
For example, if you're searching for 16GB iPhone 6 listed", you'll want to make sure the field is filled in when the iPhone is listed. Otherwise, consumers interested in only the 16GB memory size may miss your listing.
There are also sponsored products listed at the bottom of the results page. These products are PPC optimized, just like AdWords ads you can find on the Google site.
Just like Google ads, you want to have a tight keyword mix, only this time you want to embed it in your title and description.
Learn about Amazon's query parameters
You should pay attention to the query string parameters used on the Amazon platform. Knowledge of these query parameters will help your products to be more likely to be presented to consumers.
If you're familiar with how Google builds urls from their query string parameters, Amazon will be easier to digest mentally.
The top three worth checking are:
Field-Keyword : This is fairly simple and simple keyword type in the search field for users. For example, "iPhone" or "Samsung 7 case" would be qualified as field keywords and Amazon would place them in the resulting URL.
Node : This is a very good query parameter, as this is the number associated with Amazon's category. For example, if you were selling cameras, you would enter node ID 502394 for the category "Cameras, Photos, and Videos".
Field-BrandTextBin : This is basically the brand field, it can be quite useful to measure your product with other same brands. If you are an iphone reseller, for example iphone should be in your industry keywords, as well as your brand keywords.
The hierarchy of categories is also important:
to gain a deeper understanding of how Amazon builds query parameters for products, you can browse the filter fields a bit. Clicking it will display each category or choose how to manipulate the URL.
To maximize the impact of Amazon SEO, there are several ranking factors that should be used. Knowing exactly what to focus on with your product will put your product in front of consumers.
Amazon uses the data to determine what users see after a search query.
This data can be:
search term (keyword)
Range of choices (color, model, etc.)
Customer Reviews (star ratings and reviews)
The above factors are divided into two categories: performance factors and correlation factors. The performance factor is interesting because these are the signals Amazon gives products to rank for how much money they make by doing so. Relevance factors are the relevance of a product after a user's search.
Performance Ranking Factors
The following performance factors are critical because they essentially equate to more profit on Amazon. This forces them to rank products higher for these optimization factors. Simply put, if your product sells well when it ranks high, it will definitely get more searches.
Conversion is a very obvious ranking factor, but one of the most challenging. There are several strategies you can use to show that your product is converting well.
Getting clear image conversions on Amazon is a telemarketing list tricky one. You can see units of measure and sessions, but not enough data to really control, or A/B test.
First, find your data in Seller Central and go to Reports > Business Reports > Detail Page Sales > Traffic.
You will need to look at the unit session percentage to get the information you need. Percentage of sessions per unit is per product listing (Number of Units/Number of Sessions).
To improve your rankings, and to ensure you get the most from your conversions, you need to adjust