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Amazon's A9 Organic Product Ranking Algorithm Unpacked
The document presents details from the Amazon Virtual Summit, focusing on the A9 product ranking algorithm, including key speakers and topics such as sales velocity and text match. It also outlines upcoming changes to referral fees for different product categories effective between 2018 and 2019. Additionally, it emphasizes strategies to influence the A9 algorithm and enhance sales on Amazon.
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Amazon's A9 Organic Product Ranking Algorithm Unpacked
- 1. Copyright 2017 -Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Amazon’s A9 Product Ranking Algorithm Unpacked
- 2. ● Session Recording+ Slides Will Be Sent Out ● Join in the Poll Questions! ● Submit Questions to Our Panelists Today’s Logistics
- 3. Overview Founded in 2007 GooglePremier Partner 400+ 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
- 4. About Skubana - UnifyYour Entire Omnichannel Business - Automate Everything From Fulfillment To Purchasing - Reveal True Profits - Discover Money Saving Opportunities - Predict Critical Trends
- 5. Pat Petriello Head ofMarketplace Strategy Nancy-Lee McLaughlin Manager, Marketplace Strategy Chad Rubin CEO & Co-Founder Today’s Speakers
- 6. ● Intro toAmazon’s A9 Algorithm ● Direct & Indirect Factors That Influence The Algorithm ● Direct Factors: Sales Velocity & Text Match ● What Can You Do To Influence The Algorithm? Today’s Agenda BONUS: Live Q&A With Our Amazon Experts
- 7. Upcoming Changes toReferral Fees Upcoming important changes to Referral fees on Amazon.com Jan 18, 2018 We will be making three important Referral fee changes on Amazon.com: 1. For a limited time, the Referral fee will be reduced for eligible Jewelry items. Sellers will pay 20% on the portion of the total sales price up to $250, and 5% for any portion of the total sales price greater than $250, with a minimum fee of $2.00 per item. This fee reduction will take effect on February 22, 2018 (midnight PST), and last until February 21, 2019 (11:59 PM PST). Starting on February 22, 2019 (midnight PST), the Referral fee will go back to 20% of the total sales price, with a minimum fee of $2.00. 2. The Referral fee will be increased for eligible products in Shoes, Handbags & Sunglasses. Sellers will pay 15% on items with a total sales price up to $75, and 18% on items with a total sales price greater than $75, with a minimum fee of $1.00 per item. This change will take effect on April 15, 2018 (midnight PST). 3. The Referral fee will be increased for Clothing & Accessories items. Sellers will pay 17% of the total sales price, with a minimum fee of $1.00 per item. This change will take effect on April 15, 2018 (midnight PST). For all products, Amazon deducts the greater of the applicable Referral fee percentage or applicable per-item minimum Referral fee. Referral fees are calculated on the total sales price excluding any taxes calculated through Amazon tax calculation services. The total sales price is the total amount paid by the buyer, including the item price, and any delivery or gift wrapping charges. Source: https://sellercentral.amazon.com/gp/headlines.html/ref=xx_headlines_cont_home#8070451429380673832
- 8. Copyright 2017 -Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Intro to Amazon’s A9 Algorithm
- 9.
- 10. ● Has itsown separate incorporation in Palo Alto California ● Amazon A9 patent Tracks your searches & conversions Amazon's A9 Search Algorithm
- 11. Copyright 2017 -Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 Direct & Indirect Factors that Influence the Algorithm
- 12. Unpacking the DirectFactors of A9 Source: https://sellercentral.amazon.com/gp/help/help.html/?itemID=G10471&ref_=ag_G10471_h_r0_cont_sgsearch
- 14. Copyright 2017 -Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2Direct Factors: Sales Velocity & Text Match
- 15. Direct Factor: SalesVelocity How does sales velocity play a factor? ● Sales Velocity is king ● 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
- 16. 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
- 17. Four must-use traffictools Merchant words & MOZ & a9 auto- suggest The hashtag # Index checker The keyword research report
- 18. How do youbuild what customers want? Build what customers search for
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- 22. The Search TermReport
- 23. The Search TermReport
- 24. 250 Backend Keywords+ AMAZONIS PUSHING sellers to write better listings get strategic with kw research / listings / search terms Target brand KW with Amazon PPC
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- 26. $92 Interesting fact: COMPANIES SPEND ACQUIRINGCUSTOMERS, ONLY $1 IS SPENT CONVERTING THEM FOR EVERY
- 27. Create Conversion Rate OptimizedCompelling Content Vs.
- 28. Compelling TITLES Learn fromthose that are CRUSHING it
- 29. Compelling Images Learn fromthose that are CRUSHING IT
- 30. Compelling Bullets Learn fromthose that are CRUSHING IT
- 31. Compelling Bullets Learn fromthose that are CRUSHING IT
- 32. Compelling Promos The couponstack = frequently bought together
- 33. Compelling Promos Increase youraverage order value
- 34. Get your customersto buy 2+ units Boost your average order value
- 35. Amazon tracks unitsession % # of units / # of sessions
- 36. Titles influence urlstructure
- 37. Amazon's A9 SearchTracking YOU Amazon is aware of shopper behavior & has taken this into account in its algorithm
- 38. Amazon A9 CrackingThe CODE QID crumb tag= time stamp = # of seconds since 1/1/1970 & has taken this into account in its algorithm
- 39. Amazon A9 =Data = Relevance SUPER URL RISK>REWARD
- 40. Amazon A9 SearchIntelligence
- 41. Relevancy = ctr= % see your listing & click
- 42. Amazon A9 SearchIntelligence WANT Compelling Listings Amazon A9 Virtuous Cycle Increase BSR Search Visibility More Conversions More Sales NEED
- 43. Copyright 2017 -Q4 Amazon Virtual Summit SMALL TEXT STACK TEXT ROW 1 STACK TEXT ROW 2 What Can You Do To Influence The Algorithm?
- 45. Influencing the A9Algorithm ● Consider text match relevancy with content ● Data driven decision making ● Leverage FBA ● Implement EBC / A+ ● Advertising execution ● Sales velocity
- 46. SMALL TEXT STACK TEXTROW 1 STACK TEXT ROW 2 Schedule Your Complimentary Amazon Strategy Evaluation CPC Strategy’s Amazon Strategy Evaluation is a complimentary 60-minute analysis and assessment of your Amazon Seller Central account, advertising programs, product order volume, and profitability metrics. What Now? bit.ly/Amazon-A9-Algorithm-Webinar
- 47. BONUS ❏ $100 offPROSPER Show TICKETS March 13-14 Las Vegas Nevada http://bit.ly/Prosper2018 The Continuing Education Conference for Established Amazon Sellers *Only 10 to give away First to apply get it!
- 48. Pat Petriello Head ofMarketplace Strategy Questions for Today’s Speakers? Nancy-Lee McLaughlin Manager, Marketplace Strategy Chad Rubin CEO & Co-Founder
Editor's Notes
- #10 Why is this more important than ever before? The trend of increased competition
- #13 https://sellercentral.amazon.com/gp/help/help.html/?itemID=G10471&ref_=ag_G10471_h_r0_cont_sgsearch
- #14 This is a good place for us to have our conversation about advocating for optimization over hacking
- #18 UPLOADED NAME OF FILE: The name of uploaded images, do affect the search results. Using names that include good keywords helps have the product come up in search results. amazon business tip pricing…
- #39 many sellers have started sending Amazon Super URLs to their list, thinking that these URLs trick Amazon into thinking that the person didn’t click the link…but instead went to Amazon on their own volition, typed in the keyword, found your product, and bought it.
- #40 Okay, there is no official name for this tag, so I am going to deem it the “Tattle-Tale” tag. As far as I can tell, this is a time stamp and a marking for your unique search and selection. This number tells amazon that at this particular time, your account made this page results. Notice that the first time I did the search, the number was 1449906235 Now, when I do the same search using the same account and same IP address, I get the same exact link, except that this time the tattle-tale tag has changed to 1449907742 Therefore, as you can see, using a full-width URL on a search will leave a trail that goes back to you! Now, this doesn’t mean that everyone who clicks on that link, buys the book and leaves a review is going to have their review removed. However, it does give a trail that leads back to you and it is my belief that this could increase your chances of having those reviews removed. I conducted some experiments over time and found that a higher percentage of review attempts from the long URL were removed. However, this is from statistics and not fact. After all, Amazon doesn’t exactly tell us what they use to remove reviews. Makes sense though, right? Manipulated sales is not forever – S-Term → up to the conversion rate of that listing - Manipulated sales rarely generate genuine sales momentum. http://www.nbcnews.com/id/32336521/ns/business-us_business/t/secrets-amazon-best-seller-list/#.WfS6URNSzeQ Giveaway economy is FAKE SALES - algorithm identifies this fake sales / fake customers / rake reviews and AMAZON did not make $$$$$ as actual sales giveaways stopped working SUPER URLs Super URLs are still a thing and people are still using them a lot. To be honest, I’m shocked that Amazon hasn’t either banned them or prevented them from working. But I’m seeing people use them all the time so the must still be working. I’m speaking about this now because I’m just surprised to see them being used so much this past month. I think Super URLs are a gray area. You can use them, but do so at your own risk. If you don’t know what a Super URL is, it’s a link to your product on Amazon that contains keywords so it mimics someone looking for your product on Amazon organically. The idea is that since it mimics an organic search, if someone clicks on that URL and then buys your product is as though they purchased your product from an organic search, which then gives you credit in Amazon’s algorithm for those keywords in the URL, thus boosting your organic rank for those keywords. Where can you use super URLs? You can use them in Facebook ads, emails, giveaways, discounts, whenever you’re sending someone to Amazon. Here’s an easy way for you to make one. Go to your seller storefront by clicking on your seller name. Then click on your storefront. You’ll know you’re there because your seller name will be to the left of the search bar. Now enter in keywords related to your product. Now the URL that’s in your browser is your Super URL for the keywords you entered in. Copy this URL and use it wherever you want. There are other Super URLs too but this is the easiest to make and is popular right now. People have been saying for years that Super URLs will go away. They haven’t yet. I think it’s more likely that Amazon will figure out a way to make them ineffective rather than banning them. So give it a shot if you want.
- #41 Amazon is aware of shopper behavior, and has taken this into account in its algorithm giveaways stopped working SUPER URLs Super URLs are still a thing and people are still using them a lot. To be honest, I’m shocked that Amazon hasn’t either banned them or prevented them from working. But I’m seeing people use them all the time so the must still be working. I’m speaking about this now because I’m just surprised to see them being used so much this past month. I think Super URLs are a gray area. You can use them, but do so at your own risk. If you don’t know what a Super URL is, it’s a link to your product on Amazon that contains keywords so it mimics someone looking for your product on Amazon organically. The idea is that since it mimics an organic search, if someone clicks on that URL and then buys your product is as though they purchased your product from an organic search, which then gives you credit in Amazon’s algorithm for those keywords in the URL, thus boosting your organic rank for those keywords. Where can you use super URLs? You can use them in Facebook ads, emails, giveaways, discounts, whenever you’re sending someone to Amazon. Here’s an easy way for you to make one. Go to your seller storefront by clicking on your seller name. Then click on your storefront. You’ll know you’re there because your seller name will be to the left of the search bar. Now enter in keywords related to your product. Now the URL that’s in your browser is your Super URL for the keywords you entered in. Copy this URL and use it wherever you want. There are other Super URLs too but this is the easiest to make and is popular right now. People have been saying for years that Super URLs will go away. They haven’t yet. I think it’s more likely that Amazon will figure out a way to make them ineffective rather than banning them. So give it a shot if you want.
- #42 giveaways stopped working SUPER URLs Super URLs are still a thing and people are still using them a lot. To be honest, I’m shocked that Amazon hasn’t either banned them or prevented them from working. But I’m seeing people use them all the time so the must still be working. I’m speaking about this now because I’m just surprised to see them being used so much this past month. I think Super URLs are a gray area. You can use them, but do so at your own risk. If you don’t know what a Super URL is, it’s a link to your product on Amazon that contains keywords so it mimics someone looking for your product on Amazon organically. The idea is that since it mimics an organic search, if someone clicks on that URL and then buys your product is as though they purchased your product from an organic search, which then gives you credit in Amazon’s algorithm for those keywords in the URL, thus boosting your organic rank for those keywords. Where can you use super URLs? You can use them in Facebook ads, emails, giveaways, discounts, whenever you’re sending someone to Amazon. Here’s an easy way for you to make one. Go to your seller storefront by clicking on your seller name. Then click on your storefront. You’ll know you’re there because your seller name will be to the left of the search bar. Now enter in keywords related to your product. Now the URL that’s in your browser is your Super URL for the keywords you entered in. Copy this URL and use it wherever you want. There are other Super URLs too but this is the easiest to make and is popular right now. People have been saying for years that Super URLs will go away. They haven’t yet. I think it’s more likely that Amazon will figure out a way to make them ineffective rather than banning them. So give it a shot if you want.
- #43 giveaways stopped working SUPER URLs Super URLs are still a thing and people are still using them a lot. To be honest, I’m shocked that Amazon hasn’t either banned them or prevented them from working. But I’m seeing people use them all the time so the must still be working. I’m speaking about this now because I’m just surprised to see them being used so much this past month. I think Super URLs are a gray area. You can use them, but do so at your own risk. If you don’t know what a Super URL is, it’s a link to your product on Amazon that contains keywords so it mimics someone looking for your product on Amazon organically. The idea is that since it mimics an organic search, if someone clicks on that URL and then buys your product is as though they purchased your product from an organic search, which then gives you credit in Amazon’s algorithm for those keywords in the URL, thus boosting your organic rank for those keywords. Where can you use super URLs? You can use them in Facebook ads, emails, giveaways, discounts, whenever you’re sending someone to Amazon. Here’s an easy way for you to make one. Go to your seller storefront by clicking on your seller name. Then click on your storefront. You’ll know you’re there because your seller name will be to the left of the search bar. Now enter in keywords related to your product. Now the URL that’s in your browser is your Super URL for the keywords you entered in. Copy this URL and use it wherever you want. There are other Super URLs too but this is the easiest to make and is popular right now. People have been saying for years that Super URLs will go away. They haven’t yet. I think it’s more likely that Amazon will figure out a way to make them ineffective rather than banning them. So give it a shot if you want.