In Amazon e-commerce, ranking types include relevant ranking, discount ranking, shelf time, highest (lowest) price ranking, and special Buy Box ranking, etc., which are mainly divided into two types, namely search ranking and category ranking.
Because 70% of customers generally do not look at the second page of the search page, the most competitive in the process of Amazon sales competition is the ranking of the search page.
Generally speaking, sellers who are Amazon self-operated or choose FBA delivery have high search rankings. Amazon will give priority to products that support Amazon logistics. In addition, Amazon’s ranking rules are also affected by three factors: sales volume, praise rate, and performance indicators. If these three indicators perform well, the ranking will automatically be high.
Amazon updates the search rankings every hour. From the perspective of Amazon’s algorithm, products with high sales volume are the products most needed by customers, so the corresponding ranking will also increase.
So how can we improve the ranking of products to gain a greater competitive advantage?
1. Q&A area
On the Amazon platform, there is a Q&A area on each product page. This area is for buyers to ask questions about the product. The Q&A area can help potential buyers understand the product more comprehensively. In this area, the people who answer questions are generally other buyers. Through the Q&A discussion of others, we can gain a deeper understanding of the product, which also shows the service attitude of the merchant.
Although Amazon has never stated that the Q&A area has an important influence on the search ranking, in fact, the rich performance of the answers in the Q&A area can provide buyers with corresponding purchasing information. Therefore, sellers attach importance to the use of the Q&A area, which will make their products more attractive and promote the consumption behavior of buyers.
2. Price
In terms of product price, buyers can try to use automatic pricing tools to understand the market price in order to ensure that their products are attractive enough in price. To sell more products on the platform, products with high conversion rates need to be ranked high. Although the conversion rate is not controllable, the attractiveness of the product can be increased through price concessions.
3. Product Information
What happens if the description of a product on the platform is incomplete? As the party in the information blind spot, the buyer can only understand whether the product meets his expectations through the product name, description, picture introduction, etc. If the product information the buyer sees is incomplete and unattractive, he will not buy it.
Only through description can the Amazon platform use its own algorithm to identify what category the product belongs to, so as to further classify it and facilitate buyers to purchase. In addition to description, sellers also need to carefully design product keywords and do a good job of search optimization. In addition, it is also very important to fill in the product parameters realistically to prevent bad reviews due to non-compliance with buyers’ expectations.