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BrightonSEO - Katherine Khoo - Understanding Amazon's A9 Algorithm - 10am (Amazon)
The document discusses Amazon's A9 algorithm, focusing on factors that influence product ranking on the platform, including text relevance, price, availability, and sales velocity. It highlights the importance of quality product listings, customer reviews, and fulfillment methods in driving sales and visibility. The presentation also suggests tools for optimizing product listings and improving performance on Amazon.
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Similar to BrightonSEO - Katherine Khoo - Understanding Amazon's A9 Algorithm - 10am (Amazon)
BrightonSEO - Katherine Khoo - Understanding Amazon's A9 Algorithm - 10am (Amazon)
- 1. Understanding Amazon’s A9 Algorithm KatherineKhoo // Khoo Systems Ltd SLIDESHARE.NET/IPAGESCMS @iPagesCMS @_KKhoo
- 2. @iPagesCMS A bit aboutme… slideshare.net/iPagesCMS
- 3. A bit aboutme… @iPagesCMSslideshare.net/iPagesCMS
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- 5. The importance ofA9… 70% 35% 63% don’t get past page 1 of clicks go to the top 3 click on the 1st product @iPagesCMSslideshare.net/iPagesCMS
- 6. “A ruthless meritocracy…” Pat Petriello- CPC Strategy “where new products have the chance to appear on page one if a coveted SERP as long as they are selling at a velocity and price which warrants that position" @iPagesCMSslideshare.net/iPagesCMS
- 7. What are wegoing to cover? What is A9? Contributing factors? What tools? @iPagesCMSslideshare.net/iPagesCMS
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- 10. If you’ve evershopped at M&S… @iPagesCMSslideshare.net/iPagesCMS
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- 12. Direct Indirect - Reviews -Customer Convenience - Page Interactions / Abandoned Carts - Order Processing - Order Defect Rates etc. Direct and indirect factors - Text - Price - Availability - Sales Velocity @iPagesCMSslideshare.net/iPagesCMS
- 13. Direct: Text MatchRelevancy How do your text fields match a customers query? @iPagesCMSslideshare.net/iPagesCMS
- 14. Direct: Text MatchRelevancy • A concise and unique title, in Amazon.com title style • 5 bullet points = most important info • Accurate description inc. major features • Clear product image of EXACTLY what is being purchased Your Product Page @iPagesCMSslideshare.net/iPagesCMS
- 15. Direct: Text MatchRelevancy “Brand X Fashion Women Plain Square Chiffon 50s neck Scarf Lovely Colours” - Lime Green “Brand Y Women's Scarf” VS Titles @iPagesCMSslideshare.net/iPagesCMS
- 16. Direct: Text MatchRelevancy • General characters: 80-250 • Capitalise The First Letter Of Each Word • Spell out measure words • 1 should be 1 • And not & • No Variants Note: Mobile only first 80 characters Titles @iPagesCMSslideshare.net/iPagesCMS
- 17. Direct: Text MatchRelevancy @iPagesCMSslideshare.net/iPagesCMS
- 18. Direct: Text MatchRelevancy • Descriptive, second most important area • Chosen based on aggregate seller data Note: Mobile only first 3 bullets Key Features @iPagesCMSslideshare.net/iPagesCMS
- 19. Direct: Text MatchRelevancy No keyword stuffing, sell your product to your customers Product Description @iPagesCMSslideshare.net/iPagesCMS
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- 21. “for 41% ofcustomers, price is King” - CPC Report Direct: Price @iPagesCMSslideshare.net/iPagesCMS
- 22. @_KKHOO Direct: Price @iPagesCMSslideshare.net/iPagesCMS First page(55-65 products) Average price of 1-20 Average price of page 1… VS A little experiment…
- 23. A little experiment… Direct:Price @iPagesCMSslideshare.net/iPagesCMS
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- 26. “the top 3listings had 20% lower prices” Direct: Price @iPagesCMSslideshare.net/iPagesCMS
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- 28. How can youhelp your client improve their product availability? Direct: Availability @iPagesCMSslideshare.net/iPagesCMS
- 29. @_KKHOOSLIDESHARE.NET/iPagesCMS “Amazon care about gettingthe customer the product they want… quickly.” Direct: Availability @iPagesCMSslideshare.net/iPagesCMS
- 30. Related to internalre-stocking: - Order Processing Speed - Perfect Order Percentage (POP) - Order Defect Rate (ODR) … Direct: Availability @iPagesCMSslideshare.net/iPagesCMS
- 31. FBA / Fulfilledby Amazon? Direct: Availability = set auto reminders for re-stocking @iPagesCMSslideshare.net/iPagesCMS
- 32. Multi-channel Retailer? Direct: Availability =consider multi-channel sales software? @iPagesCMSslideshare.net/iPagesCMS
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- 34. Sales Time Sales Velocity =————— Direct: Sales Velocity @iPagesCMSslideshare.net/iPagesCMS
- 35. “a steady stream ofsales…” Direct: Sales Velocity @iPagesCMSslideshare.net/iPagesCMS
- 36. Direct: Sales Velocity Notall sales are created equal… Full Price Organic search Normal checkout Full Price PPC campaign Specific keyword search External Traffic Sales Discounted Products @iPagesCMSslideshare.net/iPagesCMS
- 37. Direct Indirect Direct andindirect factors - Text - Price - Availability - Sales Velocity @iPagesCMSslideshare.net/iPagesCMS - Reviews - Customer Convenience - Page Interactions / Abandoned Carts - Order Processing - Order Defect Rates etc.
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- 39. Indirect: Reviews Rank No.of Review (Av) Average Review i.e. stars 1-3 1594 4.43 2-20 583 4.37 21-40 262 4.23 41-70 426 4.27 eCom Crew Research @iPagesCMSslideshare.net/iPagesCMS
- 40. Indirect: Reviews “your ticketto the party” “but doesn’t mean you go home with the prince/princess” eCom Crew Research @iPagesCMSslideshare.net/iPagesCMS
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- 42. Indirect: Customer Convenience FBA(Fulfilled by Amazons) = Increased conversions (Buy Box) Prime = Higher CTR from first page @iPagesCMSslideshare.net/iPagesCMS
- 43. Indirect: Page Interactions& Cart Abandonments @iPagesCMSslideshare.net/iPagesCMS Cart Abandonments = signal popularity & missed sales “Add to Basket” On product page interactions = “helpful” reviews, page scrolls etc.
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- 45. A note onA10 Updated to A9 - dubbed “A10” - all about re-weighting - Titles - less stuffing , more selling - CTR is important - get great images - Sales - organic sales > PPC - PPC weighted lower @iPagesCMSslideshare.net/iPagesCMS
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- 47. Tools 1. Why doyou want a tool? @iPagesCMSslideshare.net/iPagesCMS
- 48. Tools 2. Go Basic: sonar-tool.com seotoolsforexcel.com amzdatastudio.com @iPagesCMSslideshare.net/iPagesCMS
- 49. Tools 3. Go Fancy: www.sellics.com www.amztracker.com www.junglescout.com 4. Consider a real life tool/agency?! @iPagesCMSslideshare.net/iPagesCMS
- 50. What we covered… Whatis A9? Contributing factors? What tools? @iPagesCMSslideshare.net/iPagesCMS
- 51.