The Amazon Product Ranking algorithm is changing. You know what that means; it's time to scramble as competition pushes more challenging than ever to take advantage of the latest changes. As you see changes coming from switching between Amazon A9 and A10, one must wonder how to take advantage of the Amazon A10 algorithm.
In this article, we plan on delving into how to optimize your product listings and increase your conversion rates utilizing the latest changes from A10.
1. What is Amazon A10?
Amazon A10 is the latest version of their algorithm. Being a large company, they must build their platform around strong AI. The difference between Amazon A9 and A10 are numerous.
It's important to note that Amazon has yet to make a statement on whether they've updated to A10. Still, it will be essential to establish these changes in the early goings, as you will want to be ahead of the game.
It's also just as important to be aware that Amazon PPC is no longer among significant ranking factors. In the next section, we will detail how the Amazon A10 algorithm will change and focus on new ranking factors.
Amazon SEO: Still the Backbone of A10
While data usage is changing in priority, this does not discount the need to focus on search engine optimization. SEO includes the need to find appropriate keywords to ensure your products outrank the system. Good SEO practices allow you to find the best keywords to meet customer needs.
Good SEO practices include finding relevant keywords that people search for on their system. For help with this process, consider DataHawk SEO. Our team of specialists stays updated with the latest changes in search engine algorithms.
SEO is a strong backbone of both Amazon A9 and A10 Algorithms.
2. Factors that Affect the Amazon A10 Algorithm
Below are the new factors you need to be aware of with the upcoming update:
- Diverse site traffic
- Seller authority & sales history
- Click-through rate
- Conversion rate
- Organic traffic and sales
- Product impressions
Let's dig into the details of each topic below:
Diverse Site Traffic
Previous to changes in the Amazon product ranking algorithm, they placed primary emphasis on on-site traffic. With the A10 update, the focus is on diverse levels of traffic. That means if you generate a link to your website with an off-site blog or website, you are more likely to rank higher.
These efforts typically lead to off-site sales. Those off-site sales draw more traffic to Amazon, causing a dual benefit for you and them.
Seller Authority & Sales History
The Amazon search algorithm already has somewhat of a preference for those with longevity. However, that has not always been a factor when it comes to authority over profit. Amazon's A9 algorithm focused more on pay-per-click initiatives. The Amazon A10 algorithm focuses more on your quality as a seller.
Authority indicates your trustworthiness as a seller, which relates to seller feedback and ranking. This fact reflects in sales history. Those with a long track record of success in a product category will see boosts.
On the other hand, those with negative reviews and a poor sales performance history won't see much benefit from this. Regardless of how good they are at PPC, those reviews will catch up to them with the new Amazon product ranking algorithm.
Click-Through Rate (CTR)
A bit part of any SEO strategy on Amazon is increasing your click-through rate. A higher CTR means that people view your advertisements and links with trust. With the Amazon A10 algorithm, CTR will hold a higher weight.
Keep in mind the diversity of your CTR. Off-site traffic will be taking a much higher goal. You will begin to see the potency of your PPC campaigns reduce while organic CTR takes over. CTR is the beginning of the following stat.
Conversion rate is the number of sales that you make as a result of your successful campaigns. With diverse traffic in mind, all of your other efforts will bleed into this one. This new system means you should focus on organic rankings, feedback ratings, and search volume due to off-site SEO campaigns.
Relevant products will prioritize and see an initial spike in search ranking as the new system takes hold. Relying solely on PPC for conversions results in the potential loss of a high amount of sales. If your CTR and conversion rate aren't matching up, you will seek a drop in ranking.
Organic Traffic and Sales
A vital aspect of the Amazon search algorithm comes back to search intent. For SEO specialists, search intent is the user's goal when they type in the term. For example, if they type in "camping tent," you would expect to see just that.
The results become different depending on the adjectives added to this search term. Looking for a "kids camping tent" is entirely different from a "family camping tent." Search intent also applies to people using Google.
Wherever the traffic comes from, it must lead to sales. If the traffic comes from your product, that will lead to your product ranking higher.
Whatever product search query you focus on, your chances of an organic sale increase with impressions. Impressions are the number of times people see your product, meaning your search terms are appropriate for what people want. If they see your product after searching for "camping tent" enough times, they are more likely to click it after repeated views.
The prospective buyer can see the product anywhere on the site, but this view is more impactful if seen during an organic search. This situation can apply even when breaking down the product type. If they find you after going far enough down categories, that's an impression.
3. How to Rank Higher with the A10 Amazon Search Algorithm
You may think now might be the time to double down on your A9 strategy before the A10 algorithm comes out. However, that would be a mistake, as focusing on the past won't get you to rank higher. Instead, here are some tips you can take to rank higher with the upcoming changes:
Create Combined Campaigns
Gone are the days where you can rely solely on PPC campaigns to get what you want. Instead, it would be best if you diversified your campaigns to include multiple sources of traffic.
These changes should not discount the importance of investing in PPC but consider alternative sources:
- Google AdWords
- Influencer Marketing
- Creating an off-site blog with enhanced content
- Try an qualify for organic search on Google
Relying on a single PPC platform for your ads is foolish. Marketing strategies consider a diverse range of major factors. Whenever you think about advertisements, list out all of your options and try testing out alternatives.
Sponsored products still receive a lot of traffic, so don't give up on PPC; mix up your ads.
Optimize Product Listings
The key to relevant search applies the same both with Amazon A9 and A10. This Amazon search algorithm requires you to focus on keyword searches that solve problems for their customers. This "problem-solving" mentality is what we mean when talking about optimized listings.
This focus will include the following:
- Ensure your titles have relevant keywords in them. Check out your competition to see what they are doing.
- Make sure that your descriptions are detailed and request people to buy. A good call to action (CTA) is excellent when converting sales.
- Ensure you capture as many varieties of search terms as you can. Your niche can include a vast array of keywords.
Product descriptions by themselves won't get you more sales. However, many indirect factors can lead to an increase in your conversion rates. By writing a copy that focuses on your customers' pain points, you will encourage them to make a purchase decision with great expedience.
Create Review-Driven Customer Experiences
We've addressed this before under the Amazon Request a Review button, but a quick way to increase sales velocities is through positive reviews. Both Amazon A9 and A10 emphasize an excellent customer experience, so you can't go wrong with reviews.
Here are some tips to encourage people to review your products:
- Send buyers a custom message thanking them for purchasing the product. Be sure the message doesn't incentivize reviews, as that is against the Amazon TOS.
- Make sure you give them an option in that custom message to address any concerns before the review beings. This strategy allows them to reach out to you over a one-star review to get your attention.
- Please do not attempt to manipulate them out of or into a review based on their experience. Amazon frowns upon this, and you might receive a penalty.
Retain Competitive Pricing Strategies
The Amazon product ranking algorithm prioritizes items that have a competitive price. This idea is just as popular with Amazon A9 and A10, so nothing changes on this front. However, competitive pricing isn't just about getting into price wars; it's about marketing your products correctly.
Here are some quick pricing tips:
- If you want to be a cost leader, be sure you do everything in your power to keep costs down. This strategy includes using inexpensive materials, labor, and advertising. Everything needs to the bare minimum for cost leaders.
- If you want to sell premium products, your goal is to offer premium content. This strategy includes targeting keywords that appeal more to premium shoppers. When making a sale, your description needs to focus on providing quality.
- When price matching, make sure that the copy on your product description page is unique. When competing for the Amazon Buy Box, it's crucial to optimize all aspects of your listing.
Have Quality Product Images
Another critical component in both Amazon A9 and A10 goes back to quality images. Your product title needs to be associated with quality images. Be sure you follow the Amazon Product Image requirements:
- They need one of the following formats: JPEG, GIF, PNG, TIFF.
- File names need to include a product identifier (ASIN, ISBN, UPC, etc.)
- sRGB or CMYK color mode
- They need to be 1000 pixels in either height or width.
It is good practice to include an image of your product with no distracting elements. Your product should be in focus and have a professional shot taken of it.
You can show the product in use, but be sure that its use is sensible and inoffensive. Amazon also expects the backgrounds on the main product shot to be entirely white.
Increasing Your Product Catalogue
Another method of increasing your chances of sales is to have a good deal of product crossover. This process involves having complementary products which you can upsell, which leads directly back to seller authority.
An increase in sales is more likely to occur when you give yourself multiple chances of impressions. It would be best if you weren't encouraged to add products to your catalog which will not provide value. Instead, focus on adding products that complement your current roster.
Here are a few examples:
- Selling ties with suit jackets
- Selling computer mice with keyboards
- Food of sale based on recipes
- Selling books on similar topics
Product visibility (including organic visibility) is more likely to increase if you take full advantage of the Amazon eCommerce marketplace. By being a one-stop-shop for products in your niche, you have a chance to improve your overall sales.
4. Off-Site Tips to Increase Amazon A10 Algorithm Sales
Now that we know having an off-site focus is key to increasing sales during the Amazon A10 era, here are some ideas you can steal to increase your sales:
Have a Strong Social Media Presence
The biggest mistake we see with Amazon stores is the belief that they can get by without having a social media presence. Social media is a powerful tool when making any sale. They provide you a great way to encourage product reviews and give you another platform to handle issues.
Invest in Influencer Marketing
The popularity of influencers continues to grow every day as anyone with a camera, and an idea can create something for YouTube. An influencer's blog, Instagram page, or Facebook page is another buying platform that you can use to increase your sales.
You can also have influencers link directly to your site, which leads to an increase in backlinks which will raise your ranking on Google. Not everything needs to lead directly to your sales page, but you should have a wide variety of links there!
Register for our Free Amazon Seller Webinar Now!
Provide Solutions on your Blog
Amazon isn't the only source of SEO; off-site SEO on your blog is a great way to direct people to your Amazon marketplace. By focusing on answering questions and solving problems for your niche, you have the potential to draw an audience that previously wouldn't have considered you.
Some people believe that this is a "round-a-bout" way of getting sales, but almost half of the world's adult internet users contribute to content online in some capacity. By focusing on your customer base's needs, you can also score some points for being helpful!
5. Things to Avoid During the Amazon A10 Era
Before we close these tips out, here are some things you need to avoid to ensure you maintain your rankings:
Avoid Fake Reviews
If you search hard enough, you will be able to find paid-for services that will produce a high quantity of reviews for you. However, those reviews are fraudulent, misleading, and might get you removed from the website. Instead, focus on obtaining authentic reviews.
Over-Optimizing Your Content
Content optimization when targeting search terms is sometimes overdone. There's a thing called "keyword stuffing" that some old-school marketers will tell you can use to increase Amazon keyword ranking. Keyword stuffing is an excellent way to drop your rank on the Amazon search algorithm when it comes to performance metrics.
Not Testing Your Changes Before Implementing Them
Maybe you are targeting a wide variety of backend search terms or trying a new strategy to increase your internal sales. Whatever your focus may be, going into seller central and expecting positive results from unplanned changes is a terrible habit.
Test your changes using smaller product lines that you are willing to sacrifice. "Loss leaders" sometimes are just a product test that might go awry. Don't change your entire product range without having some evidence of the success of changes.
6. Final Thoughts
With A10 on the horizon, you can expect significant changes to the Amazon product ranking algorithm. Not being prepared for those changes will result in you falling behind the competition. By being ready before the full release, you will put yourself in an excellent position to meet your consumers' needs.
As big as Amazon is, A10 reminds us that you cannot rely on a single platform to boost your sales. Amazon's newly formed emphasis on off-site traffic is a reminder of our need to diversify our marketing tactics.
Amazon SEO will still be the backbone of A10, meaning you need to invest in an Amazon keyword ranking tracker. By ensuring that you remain diverse in your marketing and product lineup, you will maintain a competitive advantage with the latest search engine and product ranking algorithm.
Understanding the Amazon A9 algorithm and its ranking factors is param...