On Amazon over 70% of its sales are through its search function. When buyers open Amazon, they mostly arrive with intent, seeking specific products to fulfill their needs. As a seller, your goal should be clear: go to the top of search (TOS) results. But how does one understand the complexities of Amazon’s search algorithm, A9?

The A9 algorithm decides Amazon’s product rankings. Following are some of the insights that will help you rank better in TOS

1. No one likes a stranger, and Amazon is no exception. As a new store on the platform, your products face an uphill battle for visibility. One effective strategy is to launch a Google PPC campaign to drive traffic to your Amazon listings. Yes, you heard that right! Before investing in Amazon PPC, leverage Google PPC to signal to Amazon that there is existing interest in your products.

2. Conversion: Do consumers buy your product when they see it, or do they pass it by? The answer lies in the trifecta of pricing, presentation, and product features. A compelling listing, coupled with competitive pricing, leads to conversion, encouraging Amazon to showcase your products on top.

A9 considers metrics such as click-through rates (CTR), conversion rates, and sales history to evaluate the performance of products. Products that perform well in terms of these metrics are typically ranked higher in search results.

If you haven’t done so already, do read the post on the product listing on Amazon.

3. Rating: Customer Focus: Amazon’s commitment to customer satisfaction underscores its algorithmic decisions. Low-rated products find little favor from A9, demoted to the bottom of search results.

4. Reviews: Consumer Sentiment: Reviews serve as the barometer of product quality. Verified purchases and genuine feedback are crucial for ranking well in TOS. A great product may earn you 4 stars, but how can you secure that extra star to achieve the coveted 5-star rating? Consider enhancing your packaging, offering extra incentives like swag or freebies, including handwritten notes, or providing educational materials with your product.

5. Returns: The Litmus Test of Quality: Amazon doesn’t like returns. Period. A product marred by defects or discrepancies invites not only customer dissatisfaction but algorithmic punishment.

Amazon’s A9 algorithm, in summary: behind every click lies an intention, and behind every purchase a trust.

Amazon regularly updates and refines the A9 algorithm to improve search relevance and user experience. As a result, sellers and advertisers need to stay informed about the latest best practices and optimization strategies to maximize their visibility and sales on the platform. We will keep you updated, bookmark THINGS Classroom, and stay up-to-date.