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When you type something into Amazon, did you ever wonder what determines what comes up first? What exactly is it that will push your product to page 1 instead of page 5?
The answer is A9, Amazon’s search engine algorithm.
Staying on the right side of the A9 is crucial. Research shows that only around 30% of shoppers go past the first page, so optimizing for a higher ranking can make a massive difference to sales.
Embedded into A9 is the concept that by the time someone goes onto Amazon, they are pretty close to buying something already. You don’t typically go on to browse - most of the time you already have an idea of what you want, and you want to be given choices about the best option.
This makes it a relatively simpler algorithm than Google’s for example. Everything is commercially-minded and geared towards maximizing sales, and the factors affecting the A9 are no different.
The system looks at three main areas to determine ranking: Relevancy, Conversion Rate and Customer Satisfaction.
Each underlying factor will have some effect on your ranking - keeping an eye on all of them in a comprehensive way will have a significant impact on how your products are displayed.
Relevancy:
Conversion Rate:
Customer Satisfaction:
While keeping an eye on the factors directly affecting the algorithm, you would do well to watch other peripheral factors that A9 doesn’t measure but that have a second order effect on the factors it does measure.
Having effective A+ content, for example, is not something A9 takes into account, but it will affect sales, reduce exit rate, and give you more space for features and descriptions.
The A9 is, however, a constant work in progress. It is a maturing algorithm whose changes sometimes frustrate vendors trying to optimize their ranking. If you want to stay on top of it, it means constantly keeping up with the latest updates to keep your items at the top.
Schedule a free 30-minute audit call with a specialist today.
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About us
Threecolts acquires, launches, and grows eCommerce software & services, and owns other stellar businesses including Old Street Media, HotShp, SellerBench, Tactical Arbitrage, Bindwise, RefundSniper, ChannelReply, and FeedbackWhiz.
Old Street Media supports businesses with their advertising, inventory management, and other eCommerce services. We collaborate with over 4000 brands and have generated $600M in sales in the past year.
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