OPTIMIZING YOUR PRODUCTS ON
AMAZON.COM
@TonyVerre | @Rockfish
EVERYTHING YOU WANTED TO KNOW ABOUT ME
The Professional
• Associate Director of Search Strategy @
R...
@TonyVerre | @Rockfish
AMAZON: SEARCH-CENTRIC E-COMMERCE
1999 June, 2004
Jan, 2010 Jan, 2014
@TonyVerre | @Rockfish
AMAZON WANTS CONSUMERS TO SEARCH
You Tell Them
What You Want
They Give You What
Best Fits Your Needs
@TonyVerre | @Rockfish
UNLOCKING THE A9 BLACK BOX
@TonyVerre | @Rockfish
AMAZON 101: DEFINING THEELEMENTS
Amazon Element Definition
Vendor Central Amazon.com’s 1st Party re...
@TonyVerre | @Rockfish
AMAZON VENDOR CENTRALVS. SELLER CENTRAL
• 1st Party Retailer Hub
• Amazon Invitation Only
• Amazon ...
@TonyVerre | @Rockfish
WHAT’S INAMAZON’SA9ALGORITHM?
Relevance
Seller
Rank
Pageviews
Rank / CTR
Amazon uses
Product Inform...
@TonyVerre | @Rockfish
Predictive
Search &
Vendor Central
Product
Optimization
PageViews
Rank & CTR
Seller Rank
AMAZON’S V...
@TonyVerre | @Rockfish
GOOGLE +AMAZON =WIN
Primal consumer behaviors move across platform. If
the query has high purchase ...
@TonyVerre | @Rockfish
AMAZON PREDICTIVE SEARCH
Use Amazon Predictive
Search to see what
keyword phrases consumers
use to ...
@TonyVerre | @Rockfish
AMAZON VENDOR CENTRAL
Search Frequency is
“Percentage of significant
search terms on Amazon
with fe...
@TonyVerre | @Rockfish
Predictive
Search &
Vendor Central
Product
Optimization
PageView
Rank & CTR
Seller Rank
AMAZON’S VI...
@TonyVerre | @Rockfish
2 TYPES OF PRODUCT CONTENT
 All Products
 Free
 More Search Weight
 Non-Customizable
(Uniform f...
@TonyVerre | @Rockfish
80 Character
Max
OPTIMIZING BASIC PRODUCT CONTENT
As all products must have basic content, these el...
@TonyVerre | @Rockfish
OPTIMIZING A+ CONTENT
• Optimize A+ Content with key
unbranded phrases
•Optimize Alt-Text on all im...
@TonyVerre | @Rockfish
Predictive
Search &
Vendor Central
Product
Optimization
Pageviews
Rank & CTR
Seller Rank
AMAZON’S V...
@TonyVerre | @Rockfish
WHAT’S PAGEVIEWS RANK?
All ASINs on Amazon
accumulate PageViews Rank.
This metric shows how
“visibl...
@TonyVerre | @Rockfish
HOW CAN YOU INCREASE PAGEVIEWS RANK, CTR, & ORDERS?
Use multiple digital channels to drive traffic ...
@TonyVerre | @Rockfish
AMAZONSERVICES: SPARKLESEARCH,BANNERS,&PPCADS
What is Sparkle Search?
1. Target up to 25 keywords
(...
@TonyVerre | @Rockfish
Amazon offers multiple ways for
retailers to place ads (in a
variety of standard & custom
sizes) in...
@TonyVerre | @Rockfish
AMAZON BRAND STORES
Amazon offers retailers brand
stores to drive consumers to a
brand destination ...
@TonyVerre | @Rockfish
Predictive
Search &
Vendor Central
Product
Optimization
PageView
Rank & CTR
Seller Rank
AMAZON’S VI...
@TonyVerre | @Rockfish
WHAT’S SELLER RANK?
The Amazon Best Sellers calculation is based on
Amazon.com sales and is updated...
@TonyVerre | @Rockfish
TWO TYPES OF SELLER RANK
Amazon provides Seller Rank at a category
level and sub-category level.
Ca...
@TonyVerre | @Rockfish
DOES SELLER RANK MATTER? IT DEPENDS.
Some Amazon Search Queries
are much more Seller Rank-
driven t...
@TonyVerre | @Rockfish
NOT ALL QUERIES ARE CREATED EQUAL
“LED TV” “Moist Wipes”
56% of products for “LED TV” are in the To...
@TonyVerre | @Rockfish
6 CORE ELEMENTS OF AMAZON’S SEARCH RESULTS
@TonyVerre | @Rockfish
WINNING MEANS A WELL-OILED MACHINE
There isn’t a single phase of
the A9 algorithm and Virtuous
Opti...
@TonyVerre | @Rockfish
Thank You!
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How To Optimize Your Product Feeds on Amazon

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Smx West 2014 Session #Smx #33D - Maximizing Sales Through Amazon & Ebaypresentation How To Optimize Your Product Feeds On Amazon By Anthony Verre @Tonyverre Of Rockfish Interactive

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How To Optimize Your Product Feeds on Amazon

  1. 1. OPTIMIZING YOUR PRODUCTS ON AMAZON.COM
  2. 2. @TonyVerre | @Rockfish EVERYTHING YOU WANTED TO KNOW ABOUT ME The Professional • Associate Director of Search Strategy @ Rockfish • eComm Search Lead for WPP Team Kimberly-Clark The Personal • Married, Father of 3 Girls • Former Literary Teacher-Turned-SEO • Digital-Obsessed Search Geek • 1-Time Triathlon Finisher
  3. 3. @TonyVerre | @Rockfish AMAZON: SEARCH-CENTRIC E-COMMERCE 1999 June, 2004 Jan, 2010 Jan, 2014
  4. 4. @TonyVerre | @Rockfish AMAZON WANTS CONSUMERS TO SEARCH You Tell Them What You Want They Give You What Best Fits Your Needs
  5. 5. @TonyVerre | @Rockfish UNLOCKING THE A9 BLACK BOX
  6. 6. @TonyVerre | @Rockfish AMAZON 101: DEFINING THEELEMENTS Amazon Element Definition Vendor Central Amazon.com’s 1st Party retailer destination to create and manage your products, manage your inventory, view item level reporting on sales and inventory, view invoices/payments and access to ARA data (Invitation Only) Seller Central Amazon.com’s 3rd Party seller destination to create and manage your products, manage your inventory, view invoices/payments and analytics (professional only) (Subscription-Pay Model) Amazon Predictive Search The most commonly typed keywords and phrases consumers use on Amazon queries Amazon Retail Analytics (ARA) Amazon analytics on product sales and consumer search terms Pageview Rank Metric that shows how “visible” and “how much awareness” a product has with consumers on Amazon.com Seller Rank Metric based on Amazon.com sales that is updated hourly to reflect recent and historical sales of every item sold on Amazon.com
  7. 7. @TonyVerre | @Rockfish AMAZON VENDOR CENTRALVS. SELLER CENTRAL • 1st Party Retailer Hub • Amazon Invitation Only • Amazon responsible for all logistics • Works with Vendor Central Team or Agency to set up products • Access Amazon Retail Analytics (ARA) • Ability to Advertise on Amazon • 3rd Party Seller Hub • Individual/Businesses in Subscription-based model • Seller manages virtual storefront • Products are listed by Seller • Access analytics (Professional Only) • Ability to Advertise on Amazon
  8. 8. @TonyVerre | @Rockfish WHAT’S INAMAZON’SA9ALGORITHM? Relevance Seller Rank Pageviews Rank / CTR Amazon uses Product Information + Consumer Interaction to power the components of their A9 algorithm
  9. 9. @TonyVerre | @Rockfish Predictive Search & Vendor Central Product Optimization PageViews Rank & CTR Seller Rank AMAZON’S VIRTUOUS OPTIMIZATION CYCLE
  10. 10. @TonyVerre | @Rockfish GOOGLE +AMAZON =WIN Primal consumer behaviors move across platform. If the query has high purchase intent in Google, they’re doing it the same way in Amazon.
  11. 11. @TonyVerre | @Rockfish AMAZON PREDICTIVE SEARCH Use Amazon Predictive Search to see what keyword phrases consumers use to find products. Screen shoot. Catalog. And test in Amazon Retail Analytics (ARA).
  12. 12. @TonyVerre | @Rockfish AMAZON VENDOR CENTRAL Search Frequency is “Percentage of significant search terms on Amazon with fewer searches performed during the reporting period.” Amazon Retail Analytics (ARA) gives you consumer search term data across Amazon as a whole and by Top-Level Categories
  13. 13. @TonyVerre | @Rockfish Predictive Search & Vendor Central Product Optimization PageView Rank & CTR Seller Rank AMAZON’S VIRTUOUS OPTIMIZATION CYCLE
  14. 14. @TonyVerre | @Rockfish 2 TYPES OF PRODUCT CONTENT  All Products  Free  More Search Weight  Non-Customizable (Uniform fields)  Not All Products  Extra Cost  Less Search Weight(?)  Customizable Templates  Self-Service Option  Overrides Basic Description
  15. 15. @TonyVerre | @Rockfish 80 Character Max OPTIMIZING BASIC PRODUCT CONTENT As all products must have basic content, these elements are the prime area to optimize and have the most search weight. Product Title Key Features Product Description Search Keywords
  16. 16. @TonyVerre | @Rockfish OPTIMIZING A+ CONTENT • Optimize A+ Content with key unbranded phrases •Optimize Alt-Text on all images with branded and unbranded keywords •Content: 300 - 1200 words •No ASIN linking, Brand Store linking only •Overrides Basic Product Description if used Pay-to-Play content. Less search weight but can provide a relevance boost.
  17. 17. @TonyVerre | @Rockfish Predictive Search & Vendor Central Product Optimization Pageviews Rank & CTR Seller Rank AMAZON’S VIRTUOUS OPTIMIZATION CYCLE
  18. 18. @TonyVerre | @Rockfish WHAT’S PAGEVIEWS RANK? All ASINs on Amazon accumulate PageViews Rank. This metric shows how “visible” and “how much awareness” a product has with consumers. A general correlation can be between a lower PageViews Rank and increased order counts.
  19. 19. @TonyVerre | @Rockfish HOW CAN YOU INCREASE PAGEVIEWS RANK, CTR, & ORDERS? Use multiple digital channels to drive traffic to your products, and measure them.
  20. 20. @TonyVerre | @Rockfish AMAZONSERVICES: SPARKLESEARCH,BANNERS,&PPCADS What is Sparkle Search? 1. Target up to 25 keywords (branded, unbranded and cross-category) 2. Drive Consumers to Coupons, Brand Landing Pages or Brand Stores 3. Pay for Impression Share, Not Per Click Amazon Launches Sponsored Search Sponsored Search is a cost-per-click, keyword-based search advertising product available in your AMS account that is designed to drive traffic to your Amazon Brand Page. Info here: http://g-ec2.images-amazon.com/images/G/01/AmazonBrandStoresPlatform/AMS_User_Guide._V356582849_.pdf
  21. 21. @TonyVerre | @Rockfish Amazon offers multiple ways for retailers to place ads (in a variety of standard & custom sizes) in virtually any area of the site. Amazon offers targeting and serving options depending on the banner ad. See the full list of Amazon Media Group offers here: http://www.amazon.com/b/ref=a z_adv_ln_dads_as?&node=3055324 011 AMAZONSERVICES: SPARKLESEARCH,BANNERS,&PPCADS
  22. 22. @TonyVerre | @Rockfish AMAZON BRAND STORES Amazon offers retailers brand stores to drive consumers to a brand destination on Amazon.com. Three Types of Brand Stores*: 1. Free 2. $10,000 3. $70,000 The difference in price extends to various types of customizations and targeting allowed for brand stores.
  23. 23. @TonyVerre | @Rockfish Predictive Search & Vendor Central Product Optimization PageView Rank & CTR Seller Rank AMAZON’S VIRTUOUS OPTIMIZATION CYCLE
  24. 24. @TonyVerre | @Rockfish WHAT’S SELLER RANK? The Amazon Best Sellers calculation is based on Amazon.com sales and is updated hourly to reflect recent and historical sales of every item sold on Amazon.com. Simply put: the more a product sells (volume), the better the Seller Rank.
  25. 25. @TonyVerre | @Rockfish TWO TYPES OF SELLER RANK Amazon provides Seller Rank at a category level and sub-category level. Category Seller Rank Sub-Cat Seller Rank
  26. 26. @TonyVerre | @Rockfish DOES SELLER RANK MATTER? IT DEPENDS. Some Amazon Search Queries are much more Seller Rank- driven than others. If the query has a high search frequency or is a part of the categorical taxonomy, it’s likely more Seller Rank- driven. Queries with less search frequency or are out of categorical taxonomy are more likely to relevance- driven.
  27. 27. @TonyVerre | @Rockfish NOT ALL QUERIES ARE CREATED EQUAL “LED TV” “Moist Wipes” 56% of products for “LED TV” are in the Top 10 Sub- Category Seller Rank; 6% for Moist Wipes. 56% 25% 13% 6% Seller Rank Breakdown 1 - 10 Seller Rank 11 - 20 Seller Rank 21 - 30 Seller Rank 31 - 40 Seller Rank 41 - 50 Seller Rank 51+ Seller Rank 6% 31% 13% 6% 44% Seller Rank Breakdown 1 - 10 Seller Rank 11 - 20 Seller Rank 21 - 30 Seller Rank 31 - 40 Seller Rank 41 - 50 Seller Rank 51+ Seller Rank
  28. 28. @TonyVerre | @Rockfish 6 CORE ELEMENTS OF AMAZON’S SEARCH RESULTS
  29. 29. @TonyVerre | @Rockfish WINNING MEANS A WELL-OILED MACHINE There isn’t a single phase of the A9 algorithm and Virtuous Optimization Cycle that is inherently more important than another. All of the elements of the Virtuous Cycle have to work in unison.
  30. 30. @TonyVerre | @Rockfish Thank You!
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