Breaking Down Amazon's SEO Algorithm for Ecommerce

Kelly Shelton

August 24, 2020

SEO. It’s more than just a hot ecommerce buzzword: it’s the key to getting your brand discovered on Amazon. With a little algorithm know-how, SEO can push your products to the top of search rankings and help you crush it in sales.

Here are some things every ecommerce brand should know about Amazon SEO and what differentiates it from SEO on other platforms.

Amazon algorithms vs. other marketplace algorithms

Although it may be easy to assume they’re the same, all SEO is not created equal. What you see in Amazon search results won’t be the same as what you see on Google’s PageRank. This is because Google and Amazon users have different intentions when they’re using the search function.

When shoppers are on Amazon, they are zeroed in on making a purchase and usually know exactly what they’re looking for. For example, 80% of all Amazon clicks happen on the first page, and 35% of Amazon shoppers click on the first product that pops up in their search. To ensure sales, Amazon prioritizes listings that have characteristics like high impressions, lots of off-site traffic, and a good seller performance to increase the likelihood of conversion.

In contrast, when shoppers plug their searches into a search engine like Google, their intent is usually discovery. Google prioritizes relevant links (i.e. if someone’s looking for “plumbers in Salt Lake City,” websites that talk about plumbing in Salt Lake City will rank first) as well as the user experience and credibility of a link.

Knowing that Amazon prioritizes listings most likely to lead to a sale can give brands a sense of what they need to target to improve SEO.

What Amazon SEO looks like today

Amazon’s algorithms are always changing—for example, while keyword stuffing on the backend of your Amazon listing worked yesterday, it doesn’t work today—and frustratingly, the company doesn’t publicize which variables are most important or exactly how they’re weighted.

In fall 2019, Amazon’s A9 algorithm (named for the amount of factors the algorithm takes into account when determining keyword rankings) was changed to an A10 algorithm. While there’s little we know about A10 yet, we do know what A9 factors continue to affect keyword rankings today.

The A9 factors vary in importance, but each is worth considering for brands looking to improve their keyword rankings.

Seller Authority: Are you an active, authorized seller who has plenty of ratings and reviews? Is your feedback rating good and are your performance metrics healthy? How many products do you have in your catalogue? All of these things determine your seller authority and therefore your keyword ranking.

Impressions: Impressions are views a product has across the Amazon site, affiliate links, and partner links.

Internal Sales: These are sales initiated from the Amazon website without being searched for, like “frequently bought with” items.

PPC Sales: Paid-per-click (PPC) sales used to be a major factor affecting keyword ranking on Amazon, but it’s no longer one of the main forces in keyword searches.

Click-Through Rate: The click-through rate is how often your product is clicked on in search results. The more detailed and compelling your listing, the higher your click-through rate.

Off-Site Sales: Off-site sales is one of the most effective factors that can improve keyword rankings. Off-site traffic driven to an Amazon listing is three times more likely to improve a listing’s ranking than PPC.

Conversion Rate: This is the number of views on a listing that are then converted to sales. Like impressions, the higher your conversion rate, the better.

Sales History: How well your product historically sells and how often its in or out of stock are big factors that determine how you’ll rank organically on Amazon search pages.

Organic Sales: This is when shoppers search for and then purchase your product without any marketing or promotion driving their purchase.

The Best Seller Ranking

In addition to A9 factors, the biggest piece of SEO on the Amazon site is the Best Seller Ranking. The Best Seller Ranking is determined by the number of sales your brand makes, and that is determined by factors like your customer reviews, your seller performance, the price of your product, and how quickly you ship. Getting the coveted Best Seller badge means sitting comfortably at the top of keyword rankings for your product.

Amazon Enhanced Brand and A+ Content

Another area where SEO can be effective on Amazon is in the EBC/A+ content space lower down on the page of your listings. These exist to provide a better shopping experience for your customers on Amazon, and on average, A+ content increases sales by 6%.

EBC/A+ content provides more visuals and technical explanation to persuade shoppers to purchase your product, and reinforces your brand equity. One of the most valuable parts of EBC/A+ content is that it’s optimized for mobile. Customers can see a whole listing rather than the first 200 words.

What Amazon SEO will look like in the future

While A10, again, largely remains a mystery, there are some things we know peripherally that could hint at other ways the site will be measuring rankings in the near future. Amazon has already put patents on image search features, like using image alt text for keyword indexing. This could mean photographs that include descriptive keywords may also be used to increase keyword rankings in the near future.

How to improve your keyword rankings

With an idea of how Amazon’s algorithms scrape search results and what is most effective for improving rankings, there are a few things you can do as a seller to take advantage of Amazon’s SEO.

Use relevant and accurate keywords in your titles/descriptions. The most immediate way to improve your SEO is to make sure that your product listings include all of the relevant keywords a prospective buyer would search for, such as the size, color, and model of the item. Pattern can help you mine Amazon keywords to find thousands of relevant and even unexpected options for your product that can be used to push it to the top of search results.

Clean up the copy on your listings. Your copy should be engaging, informative, and well-written to attract potential shoppers. Bulleted lists with your product’s most important attributes listed at the top are an especially effective way to clean up your copy and incorporate relevant keywords.

Use high-quality images. High-quality photographs that show your product from multiple angles and give customers the ability to zoom in allow them to trust that what they see is what they’ll get from your brand. You’ll want at least seven images in your stack, and incorporating video can also be helpful.

Improve your seller performance. The more products you’re selling, the more likely you are to appear at the top of search results, and in order to sell more products, you need to make sure your seller performance is in good health. This includes improving customer ratings and reviews and having a pricing policy that allows you to win the Buy Box.

Reviews are particularly important for sales, as a Pattern analysis showed that the average conversion rate for products with 3.0 to 3.9 stars is 41%, and the average for products with 4.9 to 5 stars is 50%. Just having a few reviews on your listing can be immensely helpful. An item with one one-star review will pull 76% more sales than an item with zero reviews.

Pattern partners with brands across the world to help them optimize their listings for search results and increase sales. With the use of their in-house specialized software Predict, Pattern automates the selling process and gives you the data you need to succeed on Amazon. To learn more, contact us below.

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Global Ecommerce: Weekly News (6th September 2022)
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Global Ecommerce Weekly News: 6th September 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon announces new inventory and distribution service, AWD Amazon has launched Amazon Warehousing and Distribution (AWD), providing inventory and distribution services to its sellers as a means of addressing current supply chain issues. AWD is now available for sellers using Fulfilment by Amazon (FBA), i.e. outsourcing their fulfilment to the platform. Amazon has plans to expand the service outside the platform in 2023. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/02/amazon-introduces-new-service-to-help-solve-supply-chain-challenges/) Amazon Web Services (AWS) launches in the UAE AWS, Amazon’s cloud-computing platform offering, has launched its second region in the Middle East and now provides its services in the UAE. The move will now allow anyone in the UAE who utilises cloud technologies to harness AWS’s advanced platforms and APIs. An estimated $11 billion USD is expected to be added to the UAE’s GDP thanks to the implementation, with an average of 6,000 external vendor jobs to be created annually. AWS is now available in 87 zones across 27 regions, with sights set on expanding further across Australia, Canada, India, Israel, New Zealand, Spain, and Switzerland. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/30/amazon-web-services-launches-region-in-uae/) --- Other Marketplace News --- Lazada to launch in Europe Alibaba-owned ecommerce platform Lazada is set to launch in Europe, marking a refreshed internationalisation push from the company. The move follows toughening economic conditions and performance in Southeast Asia, advancing the need to tap overseas markets. In Europe, Lazada will face tough competition from giants like Amazon and Zalando. Lazada’s exact entry strategy is to be confirmed and will be reliant on macroeconomic and market conditions, according to Lazada CEO James Dong. [Read more on DigitalCommerce360](https://www.digitalcommerce360.com/2022/09/01/alibabas-lazada-to-take-on-amazon-zalando-in-europe-push/) Chinese ecommerce giant Pinduoduo to launch cross-border platform in the United States Pinduoduo, a Chinese ecommerce giant rivalling Alibaba and JD, has announced it will be launching a new cross-border ecommerce platform. The marketplace is set to launch in the United States next month, as part of the company’s larger push into new markets. Pinduoduo found success in China thanks to its rock-bottom price offerings and harnessing of social commerce marketing, emulating strategies similar to fast-fashion giant Shein. [Read more on Yahoo Finance](https://uk.finance.yahoo.com/news/pinduoduo-launch-international-e-commerce-034129263.html) Alibaba launches its biggest B2B sales event, ‘Super September’ China ecommerce giant, Alibaba, has now launched its month-long B2B sales event ‘Super September’. The event provides 40 million buyers and 200,000 suppliers with the ability to connect on the platform, showcasing a ‘virtually unlimited’ number of products. The event hopes to foster new cross-border business relationships to tackle supply chain challenges currently faced by businesses. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/alibaba-launches-super-september-b2b-sales-event/) --- Other Ecommerce News --- Klarna’s losses quadruple in first half of 2022 BNPL provider, Klarna, has reported losses of $581 million USD for the first half of 2022. This figure is almost four times larger than a year earlier, where $129 million USD in losses were reported. The company attributes the losses to employee costs, technology investments, and rising credit losses. Klarna’s figure reporting comes amidst worsening economic conditions, fresh legal and regulatory scrutiny, and pressure from Big Tech competitors. [Read more on The Financial Times](https://www.ft.com/content/483451db-9221-4ca4-83a6-b4ddc6bfcfbb) [Read more on the Guardian](https://www.theguardian.com/business/2022/aug/31/klarna-losses-more-than-triple-as-consumer-spending-slows) One fifth of Snap employees to be laid off amidst poor financial performance Social media platform Snap (‘Snapchat’) has announced it will be laying off 20% of its employees and closing out a number of projects following a year of poor financial results.The move will see 1,200 employees globally lose their jobs, saving the company an estimated $500 million USD in costs. Snap is currently valued at $20 billion, an 84% decrease from its valuation of $130 billion last year. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/09/01/snap-to-lay-off-20-of-its-workforce-and-wind-down-a-number-of-projects/)

Global Ecommerce: Weekly News (30th August 2022)
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Global Ecommerce Weekly News: 30th August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon set to shut down Amazon Care Amazon is closing its telehealth service, Amazon Care, which launched in 2019 as a trial program for its headquartered employees. Later the service was rolled out nationwide for employees and other companies. The ecommerce giant has now made the decision to move away from the healthcare space, believing it was not the right long-term solution for its enterprise customers. [Read more on CNBC](https://www.cnbc.com/2022/08/24/amazon-is-shutting-down-amazon-care-telehealth-service.html) Peloton closes new deal to sell on Amazon Following a recent deal, Amazon customers will soon be able to buy Peloton fitness equipment on the marketplace, marking Peleton’s first move outside a direct-to-consumer model. According to Peloton’s CCO, there are already around half a million searches on Amazon for Peloton products every month, despite having no presence on the marketplace. Some key products include the original Peloton Bike, retailing for $1,445 and Peloton Guide for $295. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/24/peloton-strikes-deal-to-sell-fitness-equipment-on-amazon/) --- Other Marketplace News --- 60% of Malaysians are buying from local sellers on Shopee A recent survey of nearly 3,500 respondents found that nearly half of the shoppers prefer to purchase from local sellers due to shorter delivery times. Other shoppers decide to shop locally due to the quality of the products made in Malaysia and an interest in keeping the economy running. As a result, smaller local merchants have been able to grow their businesses, and shoppers benefit from shorter delivery times, products of high quality and supporting local businesses. [Read more on The Malaysian Reserve](https://themalaysianreserve.com/2022/08/25/around-60-malaysians-are-buying-from-local-sellers-on-shopee/) Flipkart’s social commerce platform Shopsy crosses 100 million users Flipkart launched a social commerce arm, Shopsy, in July of last year, which has now surpassed 100 million users, ahead of its target timeline being the end of 2022. This acquisition of new users has made Shopsy one of the largest platforms of its kind in the country, and is expected to onboard a further 100 million by the end of 2023. The platform is centred around boosting local entrepreneurship and powering ecommerce for consumers across tier 2+ regions where users face challenges around trust and navigation when shopping online. [Read more on Business Standard](https://www.business-standard.com/article/companies/flipkart-s-social-commerce-platform-shopsy-hits-100-million-users-1220828006851.html) Meta joins Amazon and Walmart in bid for Indian ecommerce market Amazon mentioned earlier in the year that it would be building a logistics division in-house through its purchase of a 51% stake in Ecom Express, an end-to-end logistics firm, to make ecommerce deliveries more efficient in the country. Walmart operates Flipkart in India and is set to continue its investment in the marketplace. In an effort to compete in the Indian ecommerce market, Meta has partnered with Indian ecommerce company, JioMart, to offer customers a grocery shopping platform within its WhatsApp chat feature. [Read more on Pymnts](https://www.pymnts.com/news/retail/2022/meta-joins-amazon-walmart-indian-ecommerce-market/) --- Other Ecommerce News --- Ecommerce in Spain worth €57.7 billion in 2021 Spanish ecommerce saw 11.7% growth compared to last year, largely attributed to cross-border sales. In the final quarter of 2021, ecommerce sales in Spain were at €16.9 billion euros, at least 60% of which came from cross-border sales. Transactions from foreign locations to Spain generated a turnover of €1.56 billion in Q4, a growth of 27.7% compared to Q4 a year before. [Read more on Ecommerce News](https://ecommercenews.eu/ecommerce-in-spain-was-worth-e57-7-billion-in-2021/)

Global Ecommerce: Weekly News (23rd August 2022)
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Global Ecommerce Weekly News: 23rd August 2022

Get up to date with this week's ecommerce headlines from around the globe. --- Amazon News --- Amazon to add mental health support to primary-care service Amazon is set to move into mental health therapy with its primary-care division, following its recent acquisition deal of One Medical. The plan is to partner with virtual behavioural therapy service, Ginger, to offer its Amazon Care users with on-demand access to mental health services, licensed therapists and psychiatrists. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/11/amazon-plans-to-add-mental-health-support-to-primary-care-service/) GMB union calls for £15 an hour minimum pay at UK Amazon warehouses Amazon recently offered its warehouse workers a 3% pay rise, which in comparison to the June inflation rate of 9.4% left employees disappointed. Following this, hundreds of Amazon warehouse workers stopped work last week, protesting against the minimal pay increase, seeking a minimum of £15 an hour. Recent protests consisting of employee walkouts and sit-ins aim to get a better offer out of Amazon. [Read more on The Guardian](https://www.theguardian.com/technology/2022/aug/09/gmb-calls-for-15-an-hour-minimum-pay-at-amazon-warehouses-in-uk) Amazon third-party sellers have received their first-ever holiday fee hike Amazon’s third-party marketplaces account for close to half of the company’s online sales. The company introduced a 5% fuel and inflation charge to its third-party sellers earlier this year, and has now implemented another inflation increase charge. Commencing 14 October, any seller who uses Amazon’s fulfilment service is subject to the price hike, which is set to be an additional 35 cents per item for products sold in the US and Canada. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/17/amazon-third-party-sellers-have-received-their-first-ever-holiday-fee-hike/) Amazon puts a pause on UK grocery shop roll-out as the cost of living increases Amazon has slowed down on its UK roll-out of till-free Amazon Fresh grocery stores following disappointing sales and the rise in cost of living. Allegedly, the company is no longer looking for potential sites to expand and if more stores are opened, they will likely no longer use a till-free system, as consumers become more cautious about spending. [Read more on The Telegraph](https://www.telegraph.co.uk/business/2022/08/21/amazon-pauses-uk-grocery-shop-roll-out-following-disappointing/) --- Other Marketplace News --- Shopee overtakes Alibaba across international markets Shopee has surpassed Alibaba and taken the top spot for sales outside of China. Singapore-based marketplace saw a year-on-year increase of 51.4% at the end of Q2 of this year, while Alibaba saw a 3% drop during the same time period. This can be seen as a promising development for start-ups and their ability to compete with some of the largest ecommerce giants in the market. [Read more on Exchange Wire](https://www.exchangewire.com/blog/2022/08/18/shopee-surpasses-alibaba-in-international-sales-amazon-searches-for-entertainment-exec/) H&M reopens its official store to Alibaba’s Tmall ecommerce platform It has been nearly 18 months since Alibaba removed H&M from its Tmall platform, following H&M’s criticism of human rights abuses in Xinjiang. It is estimated that over a million people, predominantly minorities in the area, have been unlawfully detained in camps across the city. Brands including Nike, Adidas, Burberry and Converse were swept up in the controversy, however H&M was one of the first to be targeted for speaking out about the issue. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/16/hm-returns-to-alibabas-tmall-platform-16-months-after-xinjiang-controversy/) Klarna launches new feature allowing UK consumers to view full online order history Buy-now-pay-later company, Klarna, has launched a new feature on its shopping app, which allows UK consumers to view their full online order history, regardless of whether they purchased the product using Klarna. The feature also shows delivery tracking and aids consumers in managing their online purchases more conveniently. [Read more on The Industry](https://www.theindustry.fashion/klarna-launches-new-feature-allowing-uk-consumers-to-view-full-online-order-history/) --- Other Ecommerce News --- Online marketplaces responsible for £280 billion business turnover in the UK Nearly 900,000 UK businesses are currently selling on online marketplaces, generating an estimated £282 billion worth of sales each year. This figure represents 6% of the UK’s annual business turnover, highlighting the notable contribution that marketplaces make to the UK economy, along with the potential for further growth in this area. [Read more on Charged Retail](https://www.chargedretail.co.uk/2022/08/09/online-marketplaces-responsible-for-280-billion-business-turnover-in-uk/)