Amazon is the most competitive marketplace in the world and home to sellers of all kinds, from hobbyists selling their crafts to major corporations. But in spite of this, people are still turning to Amazon to sell their products, and there’s an ever-increasing number of products on Amazon’s search engine results pages.
Unfortunately, the more products there are on Amazon, the higher the chance that your products get pushed down the search results ranks. But that doesn’t have to be the case.
Here’s everything you need to know to get your products to the top of Amazon’s search results pages so your products get the attention — and sales — they deserve.
Do whatever it takes to generate customer reviews
The vast majority of customers won't even consider purchasing your product if you have no reviews. This is one of the most important aspects of third-party sellers that Amazon customers look for (when they're not buying directly from Amazon), which is why it’s so important to harvest the reviews.
To a certain extent, Amazon will proactively source reviews from your customers, but it’s also up to you to make sure you get positive reviews about your products. This can be done using an email marketing campaign or through your website.
The more positive reviews your product has, the higher in the search engine result page (SERP) it will be. And, you can even use your reviews to improve keywords on your Amazon Product Details Pages.
Be sure to check over these reviews for clarity, language, and grammar, as poorly written reviews will do nothing for you company’s credibility.
For product fulfillment, use Fulfilled by Amazon (FBA)
By choosing to pay Amazon to fulfill your orders via FBA rather than doing it yourself, you’ll outsource tedious work that you’d otherwise have to pay a staff to handle, while also getting the benefits of Amazon taking on the burdens of customer service and returns related to any of your FBA listings.
Not only that, your products will also get the benefit of qualifying for Prime 2-Day Shipping when you use FBA, and you’ll be able to win the Buy Box more frequently for FBA listings thanks to Amazon’s algorithm giving preference to them.
Non-FBA (and, therefore, non-Prime) products, also known as MFN or merchant-fulfilled network products, will not be able to compete with Prime products without sacrificing margins, thanks to the high visibility in search results that Amazon awards FBA listings.
While MFN sellers can apply price-matching strategies on their listings with the help of automated repricing software, other Amazon seller metrics, such as handling days, seller rating and feedback score, order defect rate, and many others will typically keep these products from winning the Buy Box and gaining ideal search engine results page placement when there are FBA competitors.
The more sales you make, the more visibility you get
If you have a budget for promoting your listings via Amazon Sponsored Products, you may be inclined to use most of it for promoting your less-popular listings to boost their sales and exposure. After all, your top-selling items are already doing well for you, so they don't necessarily need as much ad money allocated to their promotion.
But when it comes to increasing profits in eCommerce, sometimes it pays to take a counter-intuitive approach. That's because the way that the Amazon search engine works is by putting the best-selling items at the top of the page.
So, if you're able to boost your rankings to the point that your most popular product appears at the top of Amazon search results pages for at least one heavily searched keyword, you can make that product exponentially more popular. And, as some sellers already know, you may be able to positively impact your bottom line in a massive way by simply getting one product a huge increase in exposure (and, as a result, sales).
By putting your ad money behind your most popular product(s) first, you may be able to boost your revenue (and cash flow) in such a major way with these "cash cows" that you'll eventually be able to put ad money behind your less-popular products. That will lead to even more exposure and sales across more of your product line, helping you accelerate how quickly you'll scale your business.
Beyond pushing your best-selling listings via Amazon Sponsored Products, there are special tools for online sellers that help drive sales, such as automated repricing platforms that continually optimize the prices of your products by having them change in response to your competitors' prices.
For example, instead of having to manually spy on your competition to see what their prices are, you can use an automated repricer to monitor your competitors' prices and then automatically and strategically change your prices to match theirs or be lower or higher by a set amount or percentage, depending on your seller metrics and goals for a particular product.
In theory, you can use a repricer to initially drive sales of a product at lower margins as a short-term sacrifice. But once you build up your sales numbers by selling the product for less than your competition, you'll boost your standing on Amazon search results pages for different keywords related to that product. With the added exposure (and, likely, increased sales), you can then raise your prices to pad your bottom line even more, making your initial low-margin sales more than worth it.
Take control of your keywords
Keywords are so important when it comes to Amazon listings. That’s why, instead of seeing most products described as a single title, you’ll see product titles being sentences long (and not necessarily making sense or having perfect grammar) in an effort to game Amazon’s algorithms.
This is because Amazon’s search algorithms are more dated than Google’s, which no longer give as much weight to specific keywords (thanks to advancements in machine learning technology). Of course, it’s doubtless that Amazon’s algorithms will be updated in the future, but in the meantime, it’s vital to focus on keywords to improve your search rankings and, therefore, your sales.
That means avoiding the use of commas, writing natural-sounding titles, and carrying out keyword research to make sure you’re using the right Amazon SEO terms that relate to your products.
Create the perfect product listing
If there’s information about your product that’s missing on your product page, chances are that you won’t be listed at the top of the results page.
To craft the perfect product listing, there are many aspects you’ll need to include. This includes the:
• brand name
• product title
• product description
• bullet points at the top of the page
• complete product specifications
• product details
You’ll also need to match your product description to the price of the product. For example, a cheap product may be okay with just bullet pointed features but a more expensive or luxury item will need a captivating description with more information.
The more information you include and the closer to 100% complete you can make your product listings, the higher your products will be on search engine results pages.
Only sell quality products that stay within Amazon's rules
This might go without saying, but you’d be surprised at just how many people are trying to sell low-quality products to customers around the world. What's even more surprising is the fact that some people think selling these items will help them boost their standing on a marketplace that puts the customer experience first when it comes to everything it does.
If your product doesn’t effectively do what it claims and doesn’t provide your customers with any real value, get it off Amazon. Use Amazon product research tools to make sure you’re listing products that will actually sell.
On top of that, make sure you're not listing anything that breaks Amazon's strict product and category restrictions. Some of these restrictions are obvious, such as listing anything illegal, but there are some unexpected items that are allowed to be listed, including certain medical devices and knives. If you have a good source of these products, you may be able to get into an untapped, yet lucrative niche.
Use strategic, competitive repricing software
Pricing is so important when it comes to Amazon listings, so you’ll want to make sure that you get it right. Price too low and people will believe your product is of poor quality or “too cheap” and sales will suffer; price too high and no one will want to buy your product.
This will reflect in your Amazon ranking, so it’s vital to research similar prices for your product -- or find a piece of software that will monitor competitors’ prices for you.
That’s why using an automated repricing platform is such a game-changing move for Amazon sellers. These tools can strategically automate the prices of your products based on what your competitors do, including price-matching, beating competitors on price, or pricing above competitors with inferior seller metrics, such as a lower Seller Rating or slower handling days and shipping time.
Sophisticated automated repricing platforms even allow you to reprice your listings facing limited to no competition based on a target sales velocity. This sales velocity repricing is perfect for private label sellers, white label sellers, and sellers who rely on listing unique product bundles on Amazon.
Without the use of an automated repricing platform, you risk losing sales to faster-moving competitors who are using automation software. You also risk destroying your work-life balance and burning out from the tedious work of handling price changes manually, and no one wants that.
Because your prices play such an integral role in Amazon’s Buy Box and search algorithms, it’s vital that you exercise as much control over your prices (and price changes) without adding too much to your plate. That’s why an automated repricing platform is such a worthwhile investment.
The bottom line on getting your products to the top of Amazon SERPs
As you can see, there are many things you can do to make sure that your product gets ranked at the top of Amazon Search Result Pages.
From doing Amazon product research and ensuring you only list quality products to pushing your top-selling listings with Amazon Sponsored Products and optimizing your Amazon SEO, there are plenty of maneuvers you can make to get ahead of your competition.
Consider focusing on obtaining good customer reviews if that’s an area where your Amazon account is lacking. And, if you’ve been relying on yourself or one of your employees to handle your price optimization and management, consider outsourcing the job to an automated repricing platform that works 24/7 for a reasonable monthly fee (especially when compared to what you’d pay a person to work that hard).
Remember to experiment with different tactics to see what works for you, and best of luck getting the majority of your products to the top spot on Amazon search results pages Pages.