Amazon is unquestionably the go-to place for online shopping. If you’re selling on Amazon, you know that you need to get your product rankings as high as possible on the website’s search engine results pages (SERPs) to nab those click-throughs and conversions.
But how do you do that? This post breaks down the definition of Amazon SEO, the key elements, and best practices for optimization on the Amazon platform. It also delivers resources and strategies for making the most of your Amazon marketing plan.
Most online sellers are familiar with optimizing online content for the Google algorithm to get good SERPs for their products or services. Amazon SEO is a similar process in that it seeks to optimize your Amazon listings to rank higher on searches on Amazon.com. The big difference is that Google is about serving up the best match for information and Amazon is about serving up the products that the shopper is most likely to buy.
Amazon SEO involves six major components:
If you want to make it easier for Amazon to find your listings and show them to potential buyers who are shopping for the types of products you sell, you need to dig into Amazon SEO best practices. Read on for the strategies that can help improve your Amazon SEO by maximizing click-throughs, conversions, and overall sales.
The Amazon A10 Algorithm is the ranking system that influences where listings appear on an Amazon SERP. The first element this algorithm looks to are keywords in a searcher’s query (user search terms), making keyword optimization of primary importance to every Amazon SEO strategy.
If all the keywords in a search query are not in your product listing — including specifics like size and color — your listing will not appear at the top of the search. Identifying and optimizing for keywords is the starting point for driving Amazon sales. It’s also a never-ending process that requires consistent fine-tuning and finding opportunities your competitors miss.
Another solid method for taking control of your Amazon listings is to enroll in the Amazon Brand Registry. By submitting your trademark documents, you prove ownership of your brand and unlock protections as well as deeper content and advertising tools, including:
Beyond protecting your brand from listing hijackers and counterfeiters, the most-important perks of Amazon Brand Registry are Amazon Stores and A+ Content. Your Amazon Store is basically your custom Amazon landing page that showcases everything your brand has to offer, from product descriptions to videos — which are increasingly necessary to enhance the all-important user experience. Showcase additional value, product comparisons, and other valuable details with A+ Content that can capture more conversions and better tell your brand story.
Use these guidelines to launch your foray into A+ Content by adding optimized titles, richer visuals, and effective product descriptions:
Amazon is the first (and last) stop for many consumers who are searching, researching, and purchasing. If you want your products to show up strong in those searches, you’ve got to do more than rely on automation to see the success you want. As in any business venture, you’ll only get out of Amazon SEO what you put into it.
Rather than burning through resources and trying to manually optimize each of your product listings, developing a focused SEO strategy that maximizes your brand’s unique assets can put you in a winning position.
The team at EXCLUSIVE is committed to helping merchants optimize their entire eCommerce funnel to grow faster and maximize profits. Improving your Amazon performance is an important part of our holistic approach to integrated solutions for attracting traffic to your Amazon Store, converting shoppers to buyers, and retaining customers for exponential sustained growth.
Reach out today to get your free eCommerce analysis so we can find you profitable growth-focused strategic opportunities on Amazon and additional channels. And grab your free copy of 8 Easy Ways to Maximize ROI on Amazon.
Not immune to the disruption brought about by this year’s pandemic (though certainly profiting from it), Amazon hosted its annual Prime Day outside of the usual July window.
First offered in 2015 and often touted as Christmas in July because of the shopping volume rivaling only that of the winter gift-giving holidays, Prime Day has been the key to a profitable Q3 for millions of online retailers.
This year, however, Prime Day was delayed from mid-July to mid-October to give shoppers and all parts of the supply chain a chance to establish a new normal in the face of COVID-19. As if sales projections hadn’t already been skewed enough by the pandemic, the change of Prime Day from early Q3 to early Q4 forced brands and marketplace sellers to rethink their strategies with regard to meeting their financial goals for 2020, even those plans already adjusted for COVID.
“We believe Amazon moved Prime Day back to October to stretch the holiday shopping period. There were a lot of noticeable issues with delivery speeds in Q2 during the peak of quarantine. As one way to combat these issues resurfacing during the holiday season, we see Amazon trying to shift consumer behavior to thinking of Prime Day — not Cyber5 [the weekend of Black Friday through Cyber Monday] — as the start of the holiday season. If successful, Amazon will turn a gift-shopping period that normally lasts 20-30 days into one that lasts approximately 60 days. In doing so, this will free up shipping bandwidth and, ideally, significantly cut down the chances of shipments delayed to post–holiday. It will also give consumers more choices about spending given the uncertainty of the moment.”
—Mike Frekey, Director of Applied Data at EXCLUSIVE Concepts
eMarketer predicted that Amazon would generate $9.91 billion in Prime Day worldwide sales, up 43% from the the previous year’s event. Although Amazon doesn’t announce its exact sales publicly, trusted sources like Digital Commerce 360 estimate shows that Prime Day 2020 exceeded eMarketer’s prediction, closing out at $10.4 billion — up 45.2% from the previous year’s event.
The key driver of this year’s Prime Day success was marketplace sellers. According to Amazon, “Third-party sellers — most of which are small and medium-sized businesses — surpassed $3.5 billion in sales on Prime Day — a nearly 60% year-over-year increase, growing even more than Amazon’s retail business.”
Amazon cited some of the best-selling categories during Prime Day 2020 as:
Prime Day 2020’s top-performing categories should be little surprise given this year’s pandemic-driven emphasis on health, home, and hobbies. Our in-house trendspotting team found results to be in keeping with Amazon’s. Here are some additional winners identified by the EXCLUSIVE team:
Businesses using EXCLUSIVE for their digital marketing experienced gains above and beyond the averages. According to Mike Frekey, “EXCLUSIVE has seen explosive average growth of 98% across our portfolio in October. For our clients, Prime Day 2020 revenue was up 121% relative to Prime Day 2019.”
Additional successes for EXCLUSIVE clients:
Prime Day has marked an unofficial kick-off to the holiday season, but our thoughts and questions are more so focused on the weeks ahead.
The answer to all these questions is (very likely) YES.
A key input to that yes is informed by data and research – something that we, at EXCLUSIVE, always deploy when recommending and developing strategies for our clients.
Deloitte’s annual holiday projections show that eCommerce sales will grow by 25%-35% this year with sales increasing by 14.7% compared to 2019. To benefit from the potential success that eCommerce will see this holiday season, you must be bold, have a solid plan in place, meet your buyers where they are, and be able to track daily progress so that you can pivot and adjust quickly.