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.

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Demystifying Amazon’s Search
Engine Ranking Algorithm

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. Pat Petriello
Head of Marketplace Strategy
Today’s Speaker

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. 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

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STACK TEXT ROW 2What is Amazon’s A9 Algorithm?

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. Why is the algorithm important?
Image S
https://www.amazon.com/s/ref=nb_sb_noss?url=search-alias%3Daps&field-keywords=paper+

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Differences between Google & Amazon’s
search engine algorithm

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. 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

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Direct & Indirect Factors that Influence
the Search Algorithm

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

15. 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

16. POLL QUESTION #2
What Amazon Platform are you selling on?
● Seller Central
● Vendor Central
● Seller & Vendor Central
● Not currently selling on Amazon

17. Advertising = The Most Powerful Lever To Increase Sales
Headline Search Ads Product Display Ads
Sponsored Products

18. 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

19. 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

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Takeaways to Influence the A9 Algorithm

22. 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