oday, over half of all product searches online begin on Amazon. That means not only has Amazon dominated as a marketplace but is a battleground for more than 2 million sellers looking to scale their businesses. In fact, Amazon sits just behind Google as the second largest search engine in the world. While advertising is one of the key strategies to dominate on Amazon, staying updated with Amazon’s algorithms are critical for all eCommerce managers.
In a recent update, Amazon started giving more relevance to customer searches after finding that buyers tend to look beyond what sellers tried to promote. The Amazon A10 algorithm tries to provide the search results that are more relevant to the buyer. With these changes, it is important to consider what adjustments your company needs to make to stay relevant.
For every search query, Amazon needs to quickly determine which one of the hundreds of millions of products it will show in what ranking position. Amazon’s SEO is similar to Google in its search engine algorithm. And like in a Google search, most of your customers won’t even scroll past the 2nd or 3rd pages in the search results. In other words, if your products are not ranking well, your marketing and product optimization efforts are unlikely to move the needle for your bottom line.
It appears to happen within seconds for the user, but behind the scenes, the verification of purchase likelihood is a very complex challenge. While no one can be certain of the Amazon algorithm specifics, we do know this:
In the first step, Amazon filters out all products that are not relevant for the customer search query — by looking at the keywords you have associated with each product. No keywords, no ranking.
Check out this blog by Sellics to learn more on Keywords
Amazon determines the purchase likelihood for the remaining products and ranks them in a specific order (a.k.a., the Amazon ranking).To do this, Amazon looks at the performance of the products by reviewing CTR (click-through-rate in search result), CR (conversion rate on the product page), and sales.
Here are the top tips you should be using to take the most advantage of A10.