Amazon’s two major rankings are search ranking and category ranking. The top rankings are generally those of Amazon’s own sellers and sellers who choose Amazon Logistics for delivery.
Products that use Amazon Logistics are given priority display, which is related to the purchasing habits of Amazon users. Most Amazon users are accustomed to using the cash on delivery function. Amazon has always focused on building its own logistics user experience and has always encouraged third-party sellers to use Amazon Logistics, that is, to place FBA orders. Therefore, Amazon will support products that use Amazon Logistics in search rankings.
The key indicators that affect Amazon’s product search ranking and category ranking are sales volume, positive review rate and performance indicators. The higher the comprehensive score of the three, the higher the search ranking.
(1) Sales volume: directly affects Amazon’s sales deduction points. The higher the sales volume, the higher the ranking.
(2) Positive review rate: Amazon pays attention to the user reputation of the product and has its own star rating.
(3) Performance: includes many aspects, such as buyer feedback, refund rate, order defect rate, etc.
In addition, category relevance, search relevance and search keywords also play a role to a large extent.
(1) Category relevance: directly affects category ranking. Amazon has many attributes to choose from under each product category, so sellers must fill in the product attributes when listing new products.
(2) Search relevance: the title contains keywords or fills in search keywords.
(3) Search keywords: make full use of the product’s search keywords, style keywords, material keywords, etc., which is very helpful for search ranking.
Next are Amazon’s two evaluation systems related to ranking.
(1) Buyer feedback: this is for sellers to see. Buyers can only give feedback and ratings to the seller of the product after purchasing the product. The higher the feedback rating, the more comments, and the higher the ranking. Feedback is crucial to the entire store and directly affects the ranking of the entire store in search.
(2) Product reviews: this is for buyers to see and is presented on the product details page. The more comments, the better the evaluation, and the more conducive to search ranking.
If product reviews affect a product, then feedback will affect the entire store.