Detailed explanation of product relevance and conversion rate under Amazon A9 algorithm

Product relevance

Product relevance refers to the degree to which the product content that buyers are looking for is related to the products displayed on Amazon. By understanding product relevance, sellers can learn how to better display products to buyers through the A9 algorithm when publishing products. The product relevance of the A9 algorithm on the Amazon platform mainly includes category relevance and keyword relevance.

Category Relevance

Category relevance refers to whether the category selected by the seller when publishing the product is consistent with the category to which the product belongs. If the wrong category of a product is selected, the A9 algorithm will block the product, causing buyers to be unable to find the product. For example, a seller publishes a set of tableware, which should be published in the home and kitchen category, but if it is mistakenly published in the books category, buyers will not be able to find the product when searching through the category display, resulting in normal sales. . In order to determine the correct category of the product, sellers can look for similar products on the Amazon platform and determine in which category their products should be published by observing the category they belong to. The category information of the product will be displayed below the specification display area of ​​the Listing. Sellers can also click the corresponding link to enter the category product ranking page to view other products.

Keyword relevance

Keyword relevance refers to the degree to which the words in the product information filled in by the seller when posting the product are related to the words used by the buyer when searching. Keywords are mainly included in the title, five-point description and Search Terms of the product.

Title of the product

The product title must be searchable. Sellers can use keyword mining tools to find keywords that buyers often search for. The title must comply with the specifications of the Amazon platform, such as not exceeding 200 characters, not containing promotional phrases or decorative characters, and containing product identification information. In addition, the title should include the brand name, product size, color, usage, style, etc. so that buyers can understand the product before clicking. When designing the title, sellers can refer to the formula: brand + style + material + purpose + features + color + size + name, and adjust the content appropriately according to the characteristics of the product.

Five-point description

The five-point description is a further introduction to the product information. Attribute keywords and parameter keywords need to be filled in. The description content must be accurate, highlight the product’s advantages, explain possible problems, and ensure after-sales service. Accurate product parameters can help avoid buyer misunderstandings. When describing the advantages of the product, it is necessary to compare similar products and clarify the use experience. In addition, mentioning possible problems and solutions to the product can reduce negative reviews, and stating the return and exchange policy or providing usage guidelines can also help enhance buyer confidence.

Search Terms

Search Terms are located in the Keywords column of the product publishing interface and are used to fill in keywords related to the product. Although not publicly visible, it affects product search rankings. Sellers should cover the synonyms, usage scenarios and daily combinations of the products, sorting them by relevance.

Product conversion rate

Product conversion rate refers to the ratio of buyers who reach the product listing page and complete the purchase to all buyers who reach the page. The higher the conversion rate, the more exposure opportunities Amazon gives. The factors that affect the conversion rate mainly include product price and product pictures.

Product price

The price of the product needs to take into account the psychological expectations of the buyer. If the price is too high, it may affect the conversion rate. Sellers need to take into account profit margins and the prices of other competing products when setting prices.

Product pictures

Product images are divided into main images and accompanying images, which are used to present product visual information. The main image must comply with Amazon platform rules, such as having a pure white background, an image of the actual product, no logo or watermark, occupying approximately 85% of the space, showing the whole instead of parts, and the format is JPEG, etc. For products with variations, each specification must have a main image. The longest side of the image should not exceed 1500 pixels, and the shortest side should not be less than 500 pixels. It is recommended to upload a 1001×1001 pixel image so that you can zoom in to view details. The attached pictures must comply with the platform’s requirements. For example, if there is no logo or watermark, the model must be a real person. In addition, the attached pictures can be used to compare effects, select appropriate models, and demonstrate product functions and usage scenarios.