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Demystifying Amazon’s Search Engine Ranking Algorithm

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Understand how the Amazon algorithm works exactly. Only then can you increase product visibility, sales velocity, and ranking.

Join this sponsored ThinkTank webinar as we bring in Pat Petriello, former Amazonian and CPC Strategy’s Head of Marketplace Strategy, to debunk common misconceptions and answer questions that brands have around Amazon SEO and unpack the A9 ranking algorithm.

Published in: Marketing
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Demystifying Amazon’s Search Engine Ranking Algorithm

  1. 1. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Demystifying Amazon’s Search Engine Ranking Algorithm
  2. 2. Overview Founded in 2007 Google Premier Partner 500+ Active Retail Clients Top 50 Fastest Growing Company San Diego D E L I V E R I N G L A S T I N G R E S U L T S F O R O U R C L I E N T S Solutions Retail-focused PPC & Shopping Amazon Sales Acceleration Facebook Performance Marketing Creative Services About CPC Strategy
  3. 3. Pat Petriello Head of Marketplace Strategy Today’s Speaker
  4. 4. ● What is Amazon’s A9 algorithm? ● Differences between Google & Amazon’s algorithm ● Direct & Indirect Factors that drive the A9 algorithm ● Takeaways to influence the algorithm & increase revenue Today’s Agenda BONUS: Live Q&A With Our Amazon Expert
  5. 5. POLL QUESTION #1 What’s the biggest challenge your business faces on Amazon? ● Ranking higher on the results page ● Scaling business on Amazon ● Efficient advertising campaigns ● General lack of understanding of how Amazon works
  6. 6. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2What is Amazon’s A9 Algorithm?
  7. 7. What is the A9 Algorithm? Image Source: http://integrityresourcesinc.com/amazon-product-discoverability-what-works/ ● Amazon’s organic product ranking algorithm ● Algorithm comprised of direct & indirect factors ● Matches search query to products they are most likely to purchase
  8. 8. Why is the algorithm important? Image S https://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=paper+
  9. 9. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Differences between Google & Amazon’s search engine algorithm
  10. 10. Difference #1: Search Intent ● The end-goal that Amazon & Google are trying to achieve are different: ● Exists to answer the users question ● Broader scope of data to compensate for this ● Browser research intent ● Intent is to browse and buy a product ● Amazon SEO is tied specifically to converting into a sale ● Customer purchase intent
  11. 11. Difference #2: Metrics Which Define Relevance ● The metrics both Amazon & Google search engines look at differ: ● Amazon defines relevancy as what people purchase after conducting a search ● Weight given to purchase behavior: conversions & sales velocity ● Google defines relevancy as what a person clicks on to answer their query after conducting a search ● Weight given to engagement behavior: # of clicks your page receives, bounce rate, time on site
  12. 12. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Direct & Indirect Factors that Influence the Search Algorithm
  13. 13. Unpacking the Direct Factors of A9 Source: https://sellercentral.amazon.com/gp/help/help.html/?itemID=G10471&ref_=ag_G10471_h_r0_cont_sgsearch
  14. 14. Key Direct Factor: Sales Velocity How does sales velocity play a factor? ● Increasing sales velocity is the most effective way to rank higher on the SERP ● Sales relative to your competition is the best way to move the needle ● Recent (Weighted) vs lifetime sales velocity ● Sales velocity as a measure of conversion
  15. 15. POLL QUESTION #2 What Amazon Platform are you selling on? ● Seller Central ● Vendor Central ● Seller & Vendor Central ● Not currently selling on Amazon
  16. 16. Advertising = The Most Powerful Lever To Increase Sales Headline Search Ads Product Display Ads Sponsored Products
  17. 17. Source: https://www.pmg.com/blog/amazon-marketing-services-making-the-most-out-of-what-you-have/ Amazon Advertising Funnel PurchaseIntent Low High Headline Search Ads Sponsored Products Product Display Ads ● Headline Search Ad ○ Top of the funnel traffic ● Sponsored Products ○ Middle/Bottom of the funnel traffic ● Product Display Ad ○ Bottom of the funnel traffic
  18. 18. EBC & A+ Content’s Impact on Sales Velocity A+ ContentEnhanced Brand Content How do these play a role? ● According to Amazon: 5%+ increase in sales due to increased traffic & conversion ● Does NOT get indexed
  19. 19. Copyright 2017 - Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Takeaways to Influence the A9 Algorithm
  20. 20. Influencing the A9 Algorithm ● Consider text match relevancy with content ● Data driven decision making ● Leverage FBA ● Implement EBC / A+ content ● Advertising execution ● Utilize advertising technology ● Sales velocity

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