Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Understanding Amazon’s
A9 Algorithm


Katherine Khoo // Khoo Systems Ltd
SLIDESHARE.NET/IPAGESCMS
@iPagesCMS @_KKhoo
@iPagesCMS
A bit about me…
slideshare.net/iPagesCMS
A bit about me…
@iPagesCMSslideshare.net/iPagesCMS
Amazon vs Google
@iPagesCMSslideshare.net/iPagesCMS
The importance of A9…
70%
35%
63%
don’t get past page 1
of clicks go to the top 3
click on the 1st
product
@iPagesCMSslide...
“A ruthless
meritocracy…”
Pat Petriello - CPC Strategy
“where new products have the chance to appear on page one
if a cove...
What are we going to cover?
What is A9? Contributing
factors?
What tools?
@iPagesCMSslideshare.net/iPagesCMS
What is A9?
@iPagesCMSslideshare.net/iPagesCMS
What is A9?
@iPagesCMSslideshare.net/iPagesCMS
1.2 billion
If you’ve ever shopped at M&S…
@iPagesCMSslideshare.net/iPagesCMS
Contributing
factors?
@iPagesCMSslideshare.net/iPagesCMS
Direct Indirect
- Reviews
- Customer Convenience
- Page Interactions /
Abandoned Carts
- Order Processing
- Order Defect R...
Direct: Text Match Relevancy
How do your text fields match a customers query?
@iPagesCMSslideshare.net/iPagesCMS
Direct: Text Match Relevancy
• A concise and unique title, in
Amazon.com title style
• 5 bullet points = most important in...
Direct: Text Match Relevancy
“Brand X Fashion Women Plain Square
Chiffon 50s neck Scarf Lovely Colours”
- Lime Green
“Bran...
Direct: Text Match Relevancy
• General characters: 80-250
• Capitalise The First Letter Of Each Word
• Spell out measure w...
Direct: Text Match Relevancy
@iPagesCMSslideshare.net/iPagesCMS
Direct: Text Match Relevancy
• Descriptive, second most important area
• Chosen based on aggregate seller data
Note: Mobil...
Direct: Text Match Relevancy
No keyword stuffing,
sell your product to your customers
Product Description
@iPagesCMSslides...
@iPagesCMSslideshare.net/iPagesCMS
“for 41% of customers,
price is King”
- CPC Report
Direct: Price
@iPagesCMSslideshare.net/iPagesCMS
@_KKHOO
Direct: Price
@iPagesCMSslideshare.net/iPagesCMS
First page (55-65 products)
Average price of 1-20
Average price o...
A little experiment…
Direct: Price
@iPagesCMSslideshare.net/iPagesCMS
Direct: Price
£9.18
£7.45
@iPagesCMSslideshare.net/iPagesCMS
-18%
-15%
-7%
-7%
Direct: Price
@iPagesCMSslideshare.net/iPagesCMS
“the top 3 listings
had 20% lower
prices”
Direct: Price
@iPagesCMSslideshare.net/iPagesCMS
@iPagesCMSslideshare.net/iPagesCMS
How can you help your client
improve their product
availability?
Direct: Availability
@iPagesCMSslideshare.net/iPagesCMS
@_KKHOOSLIDESHARE.NET/iPagesCMS
“Amazon care about
getting the customer
the product they
want… quickly.”
Direct: Availabil...
Related to internal re-stocking:
- Order Processing Speed
- Perfect Order Percentage (POP)
- Order Defect Rate (ODR)
…
Dir...
FBA / Fulfilled by Amazon?
Direct: Availability
= set auto reminders for re-stocking
@iPagesCMSslideshare.net/iPagesCMS
Multi-channel Retailer?
Direct: Availability
= consider multi-channel sales software?
@iPagesCMSslideshare.net/iPagesCMS
@iPagesCMSslideshare.net/iPagesCMS
Sales
Time
Sales Velocity = —————
Direct: Sales Velocity
@iPagesCMSslideshare.net/iPagesCMS
“a steady stream
of sales…”
Direct: Sales Velocity
@iPagesCMSslideshare.net/iPagesCMS
Direct: Sales Velocity
Not all sales are created equal…
Full Price
Organic
search
Normal
checkout
Full Price
PPC campaign
...
Direct Indirect
Direct and indirect factors
- Text
- Price
- Availability
- Sales Velocity
@iPagesCMSslideshare.net/iPages...
Indirect: Reviews
@iPagesCMSslideshare.net/iPagesCMS
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...
Indirect: Reviews
“your ticket to the
party”
“but doesn’t mean you go home
with the prince/princess”
eCom Crew Research
@i...
@iPagesCMSslideshare.net/iPagesCMS
Indirect: Customer Convenience
FBA (Fulfilled by Amazons) = Increased conversions (Buy Box)
Prime = Higher CTR from first ...
Indirect: Page Interactions & Cart Abandonments
@iPagesCMSslideshare.net/iPagesCMS
Cart Abandonments = signal popularity &...
A10…?
@iPagesCMSslideshare.net/iPagesCMS
A note on A10
Updated to A9 - dubbed “A10” - all about re-weighting
- Titles - less stuffing , more selling
- CTR is impor...
What tools?
@iPagesCMSslideshare.net/iPagesCMS
Tools
1. Why do you want a tool?
@iPagesCMSslideshare.net/iPagesCMS
Tools
2. Go Basic :
sonar-tool.com
seotoolsforexcel.com
amzdatastudio.com
@iPagesCMSslideshare.net/iPagesCMS
Tools
3. Go Fancy :
www.sellics.com
www.amztracker.com
www.junglescout.com
4. Consider a real life tool/agency?!
@iPagesCM...
What we covered…
What is A9? Contributing
factors?
What tools?
@iPagesCMSslideshare.net/iPagesCMS
Thank you
katherine@ipages.biz
@iPagesCMSslideshare.net/iPagesCMS
You’ve finished this document.
Download and read it offline.
Upcoming SlideShare
What to Upload to SlideShare
Next
Upcoming SlideShare
What to Upload to SlideShare
Next
Download to read offline and view in fullscreen.

2

Share

BrightonSEO - Katherine Khoo - Understanding Amazon's A9 Algorithm - 10am (Amazon)

Download to read offline

Within this talk Katherine unpacks the direct and indirect factors we can observe within Amazon's A9 ranking algorithm.

Related Books

Free with a 30 day trial from Scribd

See all

Related Audiobooks

Free with a 30 day trial from Scribd

See all

BrightonSEO - Katherine Khoo - Understanding Amazon's A9 Algorithm - 10am (Amazon)

  1. 1. Understanding Amazon’s A9 Algorithm 
 Katherine Khoo // Khoo Systems Ltd SLIDESHARE.NET/IPAGESCMS @iPagesCMS @_KKhoo
  2. 2. @iPagesCMS A bit about me… slideshare.net/iPagesCMS
  3. 3. A bit about me… @iPagesCMSslideshare.net/iPagesCMS
  4. 4. Amazon vs Google @iPagesCMSslideshare.net/iPagesCMS
  5. 5. The importance of A9… 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. 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. 7. What are we going to cover? What is A9? Contributing factors? What tools? @iPagesCMSslideshare.net/iPagesCMS
  8. 8. What is A9? @iPagesCMSslideshare.net/iPagesCMS
  9. 9. What is A9? @iPagesCMSslideshare.net/iPagesCMS 1.2 billion
  10. 10. If you’ve ever shopped at M&S… @iPagesCMSslideshare.net/iPagesCMS
  11. 11. Contributing factors? @iPagesCMSslideshare.net/iPagesCMS
  12. 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. 13. Direct: Text Match Relevancy How do your text fields match a customers query? @iPagesCMSslideshare.net/iPagesCMS
  14. 14. Direct: Text Match Relevancy • 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. 15. Direct: Text Match Relevancy “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. 16. Direct: Text Match Relevancy • 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. 17. Direct: Text Match Relevancy @iPagesCMSslideshare.net/iPagesCMS
  18. 18. Direct: Text Match Relevancy • Descriptive, second most important area • Chosen based on aggregate seller data Note: Mobile only first 3 bullets Key Features @iPagesCMSslideshare.net/iPagesCMS
  19. 19. Direct: Text Match Relevancy No keyword stuffing, sell your product to your customers Product Description @iPagesCMSslideshare.net/iPagesCMS
  20. 20. @iPagesCMSslideshare.net/iPagesCMS
  21. 21. “for 41% of customers, price is King” - CPC Report Direct: Price @iPagesCMSslideshare.net/iPagesCMS
  22. 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. 23. A little experiment… Direct: Price @iPagesCMSslideshare.net/iPagesCMS
  24. 24. Direct: Price £9.18 £7.45 @iPagesCMSslideshare.net/iPagesCMS
  25. 25. -18% -15% -7% -7% Direct: Price @iPagesCMSslideshare.net/iPagesCMS
  26. 26. “the top 3 listings had 20% lower prices” Direct: Price @iPagesCMSslideshare.net/iPagesCMS
  27. 27. @iPagesCMSslideshare.net/iPagesCMS
  28. 28. How can you help your client improve their product availability? Direct: Availability @iPagesCMSslideshare.net/iPagesCMS
  29. 29. @_KKHOOSLIDESHARE.NET/iPagesCMS “Amazon care about getting the customer the product they want… quickly.” Direct: Availability @iPagesCMSslideshare.net/iPagesCMS
  30. 30. Related to internal re-stocking: - Order Processing Speed - Perfect Order Percentage (POP) - Order Defect Rate (ODR) … Direct: Availability @iPagesCMSslideshare.net/iPagesCMS
  31. 31. FBA / Fulfilled by Amazon? Direct: Availability = set auto reminders for re-stocking @iPagesCMSslideshare.net/iPagesCMS
  32. 32. Multi-channel Retailer? Direct: Availability = consider multi-channel sales software? @iPagesCMSslideshare.net/iPagesCMS
  33. 33. @iPagesCMSslideshare.net/iPagesCMS
  34. 34. Sales Time Sales Velocity = ————— Direct: Sales Velocity @iPagesCMSslideshare.net/iPagesCMS
  35. 35. “a steady stream of sales…” Direct: Sales Velocity @iPagesCMSslideshare.net/iPagesCMS
  36. 36. Direct: Sales Velocity Not all 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. 37. Direct Indirect Direct and indirect factors - Text - Price - Availability - Sales Velocity @iPagesCMSslideshare.net/iPagesCMS - Reviews - Customer Convenience - Page Interactions / Abandoned Carts - Order Processing - Order Defect Rates etc.
  38. 38. Indirect: Reviews @iPagesCMSslideshare.net/iPagesCMS
  39. 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. 40. Indirect: Reviews “your ticket to the party” “but doesn’t mean you go home with the prince/princess” eCom Crew Research @iPagesCMSslideshare.net/iPagesCMS
  41. 41. @iPagesCMSslideshare.net/iPagesCMS
  42. 42. Indirect: Customer Convenience FBA (Fulfilled by Amazons) = Increased conversions (Buy Box) Prime = Higher CTR from first page @iPagesCMSslideshare.net/iPagesCMS
  43. 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.
  44. 44. A10…? @iPagesCMSslideshare.net/iPagesCMS
  45. 45. A note on A10 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
  46. 46. What tools? @iPagesCMSslideshare.net/iPagesCMS
  47. 47. Tools 1. Why do you want a tool? @iPagesCMSslideshare.net/iPagesCMS
  48. 48. Tools 2. Go Basic : sonar-tool.com seotoolsforexcel.com amzdatastudio.com @iPagesCMSslideshare.net/iPagesCMS
  49. 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. 50. What we covered… What is A9? Contributing factors? What tools? @iPagesCMSslideshare.net/iPagesCMS
  51. 51. Thank you katherine@ipages.biz @iPagesCMSslideshare.net/iPagesCMS
  • chrisfaron

    Sep. 17, 2019
  • schgrv

    Sep. 17, 2019

Within this talk Katherine unpacks the direct and indirect factors we can observe within Amazon's A9 ranking algorithm.

Views

Total views

2,867

On Slideshare

0

From embeds

0

Number of embeds

1,602

Actions

Downloads

51

Shares

0

Comments

0

Likes

2

×