When browsing the Amazon website, consumers have a very clear goal, that is, to buy their favorite products. However, facing the hundreds of millions of categories of goods on the platform, it is unknown which one the buyers will choose. If our Listing wants to stand out in front of customers, we need to fully understand and use Amazon’s SEO skills to attract potential customers and guide them to place orders to complete the SEO conversion closed loop of the Listing.
Amazon’s unique A9 algorithm matches customers’ search terms through product information retrieval. After several years of evolution, Amazon ushered in a new A10 algorithm. The underlying logic of the two algorithms is basically the same, but there are still some small differences.
Emphasis on information relevance
Compared with the A9 algorithm, the Amazon A10 algorithm emphasizes higher relevance for buyers’ search weight. In the past, the A9 algorithm would guide users to more favorable products. But the focus of the A10 algorithm has shifted to providing consumers with more accurate information, that is, the A10 algorithm will allow buyers to search for more accurate products.
Weakening CPC weight
The weakening here does not mean that CPC ads are irrelevant, but that ads in the A10 algorithm are less important than in the past A9 algorithm, but are dependent on the relevance of search information. At the same time, compared with CPC advertising orders, the A10 algorithm is more inclined to natural orders and will increase the weight of Listing.
Store performance weight
In the A10 algorithm, the weight of “Feedback” of real store reviews has been increased, and more real reviews will take the lead in SEO. At the same time, business hours, performance indicators and inventory size are also included in the SEO search weight.
ASIN click-through rate (CTR)
For the display of products in CPC ads, the A10 algorithm reduces the weight of its traffic and pays more attention to the effective clicks brought by user traffic. If the traffic is large but there are almost no clicks, it means that consumers are not interested. From another perspective, it also means that the product is irrelevant and the ranking will decline.
ASIN Conversion Rate (CR)
Like click conversion, the weight of ASIN order conversion is also gradually increasing. After all, the relevance of the product itself to the customer’s purchase is more convincing, so sellers should pay attention to the correlation performance of comprehensive indicators, rather than just pursuing the quantitative growth of a certain indicator.
In summary, Amazon’s A10 algorithm is more meaningful to consumers and provides a better shopping experience. As sellers, we need to cater to the new A10 algorithm and do a good job of SEO optimization of Listing.