Ranking a Product in Amazon

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The aim of all Amazon product listings is to rank them on the first page to eventually get to number one. 

Here are 4 of the main points you need to know about ranking a product in Amazon:

Keyword Research

First and foremost, you need to know what keywords you want to rank your product for. You need to list your product for keywords that are actively being searched for by consumers.

The more accurate that your keywords describe your product, the easier it becomes to optimize your Amazon product listing.

In an ideal world, you would use keywords with high search volume and low competition but this isn’t always possible. Some keywords can be very competitive, meaning established sellers will already have an advantage.

Try and be specific as possible for your keywords to give them increased visibility in the search results. Long-tailed keywords often work the best as they tend to be far more unique than a two-word keyword.

Optimize Product Listing

Once you have your keywords, your product listing must be in the best shape to climb the Amazon rankings and increase sales.

Start with the product title. This MUST have your product’s primary keyword. Also, include your brand name in the product title; this may become a keyword in itself – think Coca-Cola and Pepsi.

Next, you must optimize your bullet points. This section is where you describe why consumers must buy your product as opposed to describing what the product is and does. Your keywords are also important in this section too. Keep them clear and easy to read; consumers love to read bullet points rather than never-ending paragraphs!

Finally, you must have high-quality product images. After all, if your product doesn’t look great, it’s unlikely anyone will buy it in the first place. Amazon also has their own guidelines when it comes to product images, including what they should and shouldn’t contain, so make sure you are compliant. 

Sales

At the end of the day, the number one method of increasing product rankings in Amazon is through sales. This is particularly important for competitive markets.

If you’re just starting out, it can be tough to get organic sales but there are methods you can use to help get the ball rolling.

Affiliates can help you drive sales to your Amazon product. Of course, affiliates often need an incentive to participate (usually in the form of commission or flat fee) but it’s worth paying, especially if they have a responsive audience.

Influencer marketing can also help you increase external traffic to your Amazon product and increase sales. Outreach to influencers in social media that are relevant to both yours and their field, otherwise it makes no sense. However, do your research. If you are going to use an influencer, they must have a responsive audience.

Amazon Product Reviews

These are crucial for ranking products in Amazon. Product reviews act as social proof and play a huge role in conversions. You must try and get as many positive reviews as you can. This will help you climb rankings, provide more social proof which leads to more sales, which leads to higher rankings, and so on and so forth.

Now saying this, you may be tempted to try and post your own fake reviews and trick Amazon into thinking they are genuine. Tip: DO NOT DO THIS! Amazon hasn’t become a $1 trillion company without knowing a thing or two. You will be found out and you could even get your Amazon Seller Central account banned.

Instead, leverage automated emails to request feedback from a sale. Sometimes all you need to do is ask the customer.


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Tom Buckland is the founder of Amazon SEO Consultant & HQ SEO – An organic marketing agency helping businesses grow through the Amazon channel.

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