Top rankings on Amazon with SEO!

Top spots on Amazon with SEO!

Top shop owners have figured it out long ago. Your own website alone is like a needle in a haystack when it comes to sales success. So if you want to be more effective, there’s no getting around Amazon. Amazon, the new Google for online shops? Yes, that’s

SEO for Amazon

What we need to know about Amazon is that, unlike other search engines, it’s mainly about products. Let’s put ourselves in the shoes of a searching customer. Okay, so my search for a new camera is so specific that I actually already know what it needs to be able to do, which brands are in the running, and how much I want to spend. Which is more likely? That I jump into the haystack and start with a general Google search, or that I go to Amazon, where I’m presented with the product range of various online shops anyway. The answer is clear. So it’s hardly surprising that many people looking for products go straight to Amazon instead of spending time Googling.

How does Amazon work? In the following, you’ll see that Amazon is quite bluntly focused on cash and time. It operates on the principle of “you scratch my back, I’ll scratch yours.” While Google is happy to sell ads, Amazon is keen on you actually making sales. Oh really? Yes, because with every sale, a commission rolls in for Amazon. Now, let’s look at the main influencing factors.

Amazon SEO Tip: Business

So if Amazon benefits from you (commission), the search engine will push you up in the rankings. A clear and fair principle. So, as a seller, make a name for yourself and make sure you stand out on Amazon as a trustworthy and important online store. If you want to measure your sales—that is, your conversions—for a specific product, head straight to “Amazon Seller Central.”

Amazon SEO Tip: Timing

With what’s called the “Customer Journey,” Amazon even keeps track of buyer behavior while browsing on Amazon. Here, they measure the click-through rate—how often your listing gets clicked on—and, most importantly, how often a purchase actually happens. But that’s not all. It even tracks how long someone spends looking at your products. So, it’s best to suggest a coffee break when they see your ad. He he he, trick, trick, tricky! But of course, the actual purchase still has the biggest impact on the ranking.

On structure—put it in the right category

When you start a search in real life, the page might seem a bit overwhelming at first. Everyone searches differently. Some people go by the horizontal categories, like “Fashion-Style”—woohoo, let’s check that out. Others like to filter right from the start. By shipping options—it absolutely has to be “Prime”—but you can also filter by brand, material, etc.

Amazon SEO Tip: Category & URL

Your “drawer” is your correct category. Amazon has so many search options because it works with an entire catalog of categories in the background. So classify your product correctly so it can be filtered accordingly. For example, by color, material, etc.—every category can be an important filter factor for your customer.

The URL, which hopefully leads to your listing, consists of a “node” that corresponds to a category ID—for example, a unique ID for “Electronics and Photo.” Then, of course, the keyword from the search query. Note: Amazon has its own keyword rules. It’s best to check the Seller Center again or ask us. And then there’s something else for the curious. If you want to know how a product in your range compares to another, analyzing the BrandTextBin parameter can help.

The Magic Amazon SEO Formula

Now let’s take a concrete look at your listing. The customer will automatically focus their attention on the criteria that matter most to them. So here we’re specifically talking about your product listing and how it influences the Amazon ranking and the customer.

Amazon SEO Tip: Product Title & Brand

You should include not only the product title but also the brand and a brief description. For some, this is enough to get an overview of technical details or highlights. So: keep it clear and concise, but don’t leave anything out. Of course, you shouldn’t limit your “branding” to just the product title—it should also appear in the “by” line. If it suddenly says “Unknown” there, that doesn’t exactly inspire confidence.

Amazon SEO Tip: Price

Have you ever searched for something on Amazon and wondered why Amazon lists these top results as supposedly the “best results”? Well, now we know what Amazon considers a good product and the criteria it uses to boost rankings. But that’s exactly what can sometimes annoy customers. For example, if they’re really looking for good value for money. In that case, they’ll sort by price in ascending order in the next step. So if you want to stay competitive with Amazon and other retailers, compare prices and think about offering a truly great deal while also scoring well on the other criteria that follow.

Amazon SEO Tip: Product Description & Bullet Points & Images

Make the most of this. Sure, there are some retailers who are lazy and can’t be bothered to write anything beyond a few bland bullet points. But everyone is drawn to different things, so an original product description highlighting the key features of your offer and adding a personal touch is a must. If you’re running out of ideas, just head over to your product’s manufacturer page—someone has already put some thought into it there, so you can gather key selling points for your campaign. And by the way, you can do more with bullet points than just make them clunky: “Metal housing,” for example, could be rephrased as: “durable metal housing, easy to maintain, enjoy your product for many years to come.”

Feel free to follow Amazon’s guidelines that your images should be at least 1,000 x 1,000 pixels. Because especially with a product you’ve never held in your hands, people like to take a second look using the zoom function. With the right sharpness and size of your image, you make that possible. Some choose a colored background for their product. Depending on how the eye perceives it, this can be distracting or make the product stand out pleasantly from other search results. And perspective matters, too. For some, 3D isn’t enough—they also want to see the back. So, depending on the product, always offer multiple images.

Amazon SEO Tip: Delivery, Shipping & Returns

You can get everything right here if you always have enough in stock, or if you include a friendly note during shortages, such as “more is on the way.” Of course, fast delivery and the Prime option are also priorities for many. If you keep your shipping costs low or even buy your own stamps to offer free shipping, you can make a big difference compared to the competition, especially with a relatively low product price.

If you want to keep up with the big e-commerce players and really stay ahead in the rankings, please keep your return rate low. Because Amazon pays close attention to this as well. You’ll also make a really good impression on customers if your returns process is straightforward and, of course, free of charge. Otherwise, they’ll just go to their trusted department store.

Becoming an Amazon Bestseller: Analyze and Optimize

With these few tips in hand, you can certainly give your sales figures a decisive boost. But if all you see are algorithms amid all the math, feel free to put yourself in our hands and take advantage of a comprehensive optimization service from the pros. If you want to do a little preliminary scouting on your own to see how you’re doing on Amazon, use AMZ Tracker or UberSeller to get a realistic insight into your Amazon ranking.