How to Improve Organic Ranking on Amazon in 2024

In ecommerce, organic ranking on platforms like Amazon has emerged as a critical battleground for sellers striving to capture the attention of potential customers. As we navigate through 2024, the significance of securing a prominent position in Amazon’s search results pages (SERPs) cannot be overstated.

But with intense competition, frequent Amazon ranking algorithm changes, and the complexity of keyword optimization, sellers often find themselves facing numerous challenges.

In this comprehensive blog series, we’ll provide you with everything you need to know about boosting your Amazon organic ranking. From understanding common pain points to leveraging professional tips and tools, we’ll equip you with actionable strategies to improve your online visibility and drive more sales.

In Part 1, we’ll cover Organic Ranking Fundamentals, exploring what organic ranking entails, why it’s crucial for your success, and the key factors that influence it. Then, we’ll dive into Listing Optimization Strategies, providing pro tips on crafting compelling titles and descriptions, leveraging relevant keywords, and optimizing images to enhance your product visibility.

This is just the beginning of a three-part series designed to teach you how to improve organic ranking on Amazon and stay ahead of the competition in 2024. Let’s get started!

Organic Ranking Fundamentals

Understanding organic ranking is paramount for any seller looking to thrive on Amazon. Essentially, organic ranking refers to where your product appears in Amazon’s search results without any paid promotion.

Ignoring organic ranking means missing out on the vast majority of Amazon’s customer traffic, as studies show that over 60% of clicks go to the top three organic search results. Key drivers of organic ranking success include factors such as sales velocity, customer reviews, relevance, and keyword optimization.

In this section, we’ll explore why Amazon organic ranking matters, how it impacts your visibility and sales, and the essential strategies to improve and maintain your position in Amazon’s search results.

The Impact of Amazon Organic Ranking on Sales Success

Amazon organic ranking holds immense significance for sellers due to its direct correlation with visibility and sales on the platform. When a product ranks higher organically, it appears closer to the top of Amazon’s search results, thereby increasing its visibility to potential customers. Studies reveal that 70% of Amazon shoppers do not search beyond the first page of SERP, emphasizing the critical importance of ranking high organically.

What’s more, organic ranking directly influences sales performance. Products that rank higher organically tend to attract more clicks and, consequently, more sales. Research indicates that the first three products in organic search results receive the lion’s share of clicks, with the top-ranking product often garnering the majority of clicks for a given search term.

In addition, organic ranking impacts customer trust and perception. Shoppers often associate higher-ranked products with greater credibility and relevance to their search queries, leading to increased click-through rates and conversion rates.

As a result, achieving and maintaining a high organic rank is essential for maximizing sales potential and establishing a strong presence on Amazon’s competitive marketplace.

Key Amazon Ranking Factors

Amazon ranking is primarily determined by its search algorithm which considers various factors to determine the most relevant and high-quality products to display to customers. The algorithm takes into account factors such as:

• Sales Velocity: The rate at which your product sells is crucial for organic ranking. Products with consistent sales and high velocity tend to rank higher in search results.
• ‍Keyword Relevance: The relevance of your product to the search terms used by customers plays a significant role. Optimizing your product listing with relevant keywords helps improve Amazon organic ranking.
• ‍Product Listing Optimization: Well-optimized product titles, bullet points, descriptions, and backend keywords contribute to higher organic ranking. Including relevant and high-volume keywords in these areas enhances visibility.
• ‍Customer Engagement: Positive customer engagement metrics, such as click-through rate (CTR), conversion rate, and customer reviews, influence organic ranking. Products with higher engagement signals are more likely to rank well.
• ‍Product Content Quality: High-quality product images, informative descriptions, and detailed product information contribute to better Amazon organic ranking. Ensuring that your product content is clear, accurate, and engaging enhances visibility.
• ‍Competitive Pricing: Pricing your products competitively relative to similar products in the market can positively impact organic ranking. Amazon’s algorithm considers pricing as a factor in ranking products in search results.
• ‍Inventory Availability: Maintaining sufficient inventory levels and avoiding stockouts is essential for organic ranking. Consistently available products are more likely to rank higher as they meet customer demand effectively.
• ‍Customer Satisfaction: Providing exceptional customer service and ensuring customer satisfaction can lead to positive reviews and repeat purchases, which, in turn, contribute to higher organic ranking.
• ‍External Traffic: Driving external traffic to your Amazon listings through external marketing channels, such as social media and influencer partnerships, can improve organic ranking by increasing sales and visibility.

When customers search for products on Amazon, the algorithm analyzes these factors to rank products in search results based on their relevance and perceived quality. Products that align closely with the search query, have high sales velocity, and demonstrate strong customer engagement tend to rank higher.

Algorithm changes can have a significant impact on rankings as they may alter the weightage given to certain factors or introduce new criteria for ranking.

For example, an algorithm update that prioritizes customer reviews or places more emphasis on product images could lead to shifts in rankings for affected products. As a seller, you need to stay updated on algorithm changes and adjust your strategies accordingly to maintain or improve your rankings.

A9 and A10 Algorithms

A9 and A10 are both algorithms used by Amazon for product search and ranking, but they serve different purposes and operate at different stages of the customer journey.

A9 Algorithm

A9 is primarily focused on ranking products within search results based on relevance to the search query entered by the customer.

Keyword Relevance: A9 considers factors like keyword relevance, product title, description, and backend keywords to determine how well a product matches the search query.

Optimization: Sellers optimize their product listings to align with A9's criteria for better visibility in search results.

Customer Engagement: A9 also takes into account customer engagement metrics such as click-through rate (CTR) and conversion rate to assess the relevance and popularity of products.

A10 Algorithm

A10 focuses on personalized product recommendations and rankings based on a customer's browsing and purchasing history.

Product Recommendations: A10 suggests products to customers based on their past interactions with the platform, including previous purchases, product views, and search history.

User Experience: A10 aims to enhance the overall user experience by presenting customers with products that are most likely to meet their preferences and needs.

Dynamic Ranking: Unlike A9, which ranks products primarily based on keyword relevance and other static factors, A10’s rankings are dynamic and can change based on individual customer behavior.

In summary, while both A9 and A10 algorithms play critical roles in Amazon ranking system, A9 is focused on search relevance and visibility, while A10 is geared towards personalized recommendations and enhancing the customer experience.

Once you’ve identified the optimal keywords, seamlessly integrating them into your pay-per-click (PPC) advertising campaigns is simplified with the aid of management tools like PPC Entourage. This tool streamlines the PPC process, enhancing your search ranking and amplifying visibility to potential customers.

Amazon Listing Optimization Strategies

In this section, we delve into the art of Amazon listing optimization as a major Amazon ranking strategy. Gain valuable insights to elevate your listings for improved visibility and increased sales potential. Whether you’re a newbie or a seasoned seller, mastering these optimization techniques is essential for standing out in Amazon.

Title Optimization

Craft concise yet descriptive titles that include important keywords relevant to your product. Ensure clarity and readability while highlighting key features and benefits. For example, instead of “Wireless Bluetooth Earbuds,” consider “Premium Noise-Canceling Wireless Bluetooth Earbuds for Active Lifestyles.”

Product Description Enhancement

Utilize the product description section to provide detailed information about your product, its features, and benefits. Incorporate relevant keywords naturally throughout the description to improve searchability. 

When crafting compelling product descriptions, tailor your messaging to your ideal customer and highlight benefits over features. Avoid generic phrases and use specific language backed by facts and engage customers’ imagination by incorporating sensory language. But be sure to keep descriptions scannable with bullet points or short paragraphs.

For instance, if you’re selling a portable blender, mention its powerful motor, compact design, and versatility in blending various ingredients.

Lastly, add social proof like customer reviews for credibility. 

By following these guidelines, you can create product descriptions that effectively communicate your product’s value proposition and resonate with your target audience.

Keyword Research and Usage

Conduct thorough keyword research to identify terms and phrases that potential customers are likely to use when searching for products like yours. Integrate these keywords strategically into your titles, bullet points, and descriptions to improve search visibility. For example, if you're selling a yoga mat, include keywords such as “non-slip,” “extra thick,” and “eco-friendly” to attract the right audience.

Image Optimization

Use seven to ten high-quality images that accurately represent your product and its features. Include multiple images from different angles to provide a comprehensive view. Optimize image filenames and alt text with relevant keywords to enhance search engine optimization (SEO).

For instance, for a stainless steel water bottle, use filenames like “stainless-steel-water-bottle-32oz.jpg” and alt text such as “durable stainless steel water bottle ideal for outdoor activities.”

By implementing these listing optimization strategies effectively, you can improve your listing visibility and increase the likelihood of attracting potential buyers, ultimately boosting your overall success on Amazon.