Amazon has evolved enormously in 20 years. From a simple e-commerce site to one of Google’s biggest competitors, it is now mandatory for sellers to take an interest in the search engine of the global online sales giant.
54% of internet product searches were started on Amazon, making it the number one search point for more than half of consumers with intent to buy.
Amazon and Google, any similarities?
In 2014, Eric Schmidt, Chairman of Google, suggested that Amazon is now one of the main competitors of the largest search engine in the world. While this statement may surprise some, it is by no means unfounded.
Indeed, Amazon is now so huge that navigation through the menu has become difficult: almost 200 categories (yes we counted) for a number of products exceeding one hundred million.
Faced with such a large volume, the search bar quickly became a very important element for users wishing to find a product quickly. Amazon being a Marketplace, the whole stake for sellers is, therefore, to appear first on the request entered by the Internet user.
If on Google Internet users can type more or less anything given the possible diversity of results (blog, e-commerce…) things are very different on Amazon. Indeed, Amazon users already have a well-anchored purchase intention: it is therefore up to the site to maximize its conversion rate by providing the product most likely to please Internet users as quickly as possible.
Like Google, Amazon has therefore developed its algorithm which classifies search results: the famous A9.
What is Amazon’s A9 algorithm?
A9 is the name given to the algorithm that manages Amazon’s search engine. Like Google’s, it has evolved a lot and is now able to detect spammers and sellers abusing keywords in product sheets.
Here’s how Amazon defines search with A9:
“Consumers have to be able to find your products before they can buy them. Searching is the most popular way to find products on Amazon. Consumers search by entering keywords, which are matched with the information (title, description etc.) that you have provided for your product.
Factors like keyword match percentage, price, availability, and sales history help determine whether a product will show up in a searcher’s search results. By providing complete and appropriate information for your product, you increase its visibility and your sales. ”
The key elements of Amazon’s A9 algorithm
As Amazon has defined it, its goal is, therefore, to provide the most suitable product to each customer in order to have the highest possible overall conversion rate, and thus earn more money. Your goal is more or less the same: to sell the most products.
For this to happen, you must, like on Google, make the algorithm understand the nature of your product. Amazon has made it a bit easier than on Google: you have to fill out a form with well-defined fields, while a web page has no real limit and you can put whatever you want in it.
There is no question here of trying to trick the algorithm with keywords that are inappropriate for your products, as that will lower the conversion rate, which is another factor.
Direct and indirect factors
Even if there are fewer positioning factors than on Google, SEO on Amazon is not necessarily easier.
There are two types of positioning factors: direct and indirect. The direct factors are those directly matched by algorithm A9. They can be optimized, for example, you can modify the title of your product according to the keywords typed by Internet users.
Indirect factors are less obvious to optimize: you cannot directly modify them. For example, the conversion rate is an indirect factor of positioning on Amazon: you can optimize it by improving your product sheet, but you cannot influence it directly.
Amazon rankings factors
Here are the main ranking factors on Amazon:
- The product sheet
- The conversion rate
- Frequency of sales
- Customer reviews