5 Strategies to Improve Organic Ranking on Amazon

Standing out among 350+ million products on Amazon isn’t just challenging – it’s a make-or-break factor for marketplace success. Understanding your organic ranking on Amazon is crucial for monitoring the effectiveness of your strategies and optimizing your product listings. 

Watch this short segment to understand why organic ranking is crucial for Amazon marketplace success:

Read on to learn proven techniques to help your products climb the ranks and maintain their position.

The Power of Amazon Organic Rankings in Numbers

When a kitchen gadget brand moved from page 3 to page 1 for their main keyword, their daily sales jumped from 8 to 47 units without increasing ad spend. This major shift illustrates why organic ranking on Amazon isn’t just another metric—it’s the cornerstone of sustainable success.

Recent marketplace data tells a similarly compelling story:

• Search engines drive huge external traffic to Amazon, second only to the marketplace’s own internal traffic which accounts for 54% of total visits
• 70% of Amazon customers never click past the first page
• Products ranking in the top 3 positions capture 64% of clicks

Inside Amazon Organic Ranking Factors

Learn more about Amazon's organic ranking factors from our experts:

Determined by the A10 algorithm, these rankings dictate where your product appears in search results. The algorithm evaluates key factors like:

• Sales Velocity
  
  • Consistent sales performance over time
  • Regular, steady sales typically outperform sporadic spikes
• Keyword Optimization
  
  • Strategic placement of relevant keywords in titles, bullet points, descriptions, and backend search terms is essential. For expert tips, visit our guide to Amazon listing optimization.
• Search Performance
  
  • Click-through rates from search results
  • Customer engagement with listings
• Conversion Rate
  
  • The percentage of visitors who purchase
  • Strong indicator of listing relevance and customer satisfaction
• Reviews and Ratings
  
  • Number and quality of customer reviews
  • Overall product rating
• Competitive Pricing
  
  • Pricing your product competitively increases conversions, which in turn supports better rankings.

While these factors matter, Amazon does not publicly disclose their exact weighting or impact on rankings. It would be best to focus on optimizing all these areas while tracking your own performance metrics to understand what works best for your specific products.

How to Check Organic Ranking on Amazon

Here’s a step-by-step guide to checking your organic ranking, along with scenarios where this knowledge can help refine your approach.

1. Using Amazon’s Search Query Performance Dashboard

If you're enrolled in the Amazon Brand Registry, you can access Amazon’s Search Query Performance Dashboard to gain insights into how your keywords are performing.

Steps:

1. Log in to Amazon Seller Central.
2. Navigate to the Brand Analytics section under the "Reports" menu.
3. Look at the Search Query Performance Report to see your product’s performance for specific keywords, including impressions, clicks, and purchases.

If you’ve recently optimized your listing for the keyword “organic dog treats.” By reviewing the dashboard, you find that while the keyword generates high impressions, the click-through rate is low. This could signal a need to improve your main image or price point.

2. Leverage Amazon Organic Ranking Tools

Third-party tools, such as PixelMe by Carbon6, simplify rank tracking by automating the process. These tools provide detailed reports showing your product's position for multiple keywords.

Suppose you’re selling camping gear and want to monitor rankings for “lightweight sleeping bag,” “compact camping gear,” and “hiking accessories.” Ranking tools like PixelMe shows that your product is consistently ranking in the top 10 for “lightweight sleeping bag” but lags for “hiking accessories.” This insight helps you prioritize efforts to target underperforming keywords.

3. Assess Organic Sales Trends

Amazon’s sales data can indirectly indicate organic ranking improvements. For example:

• Higher organic sales likely correlate with better ranking for specific keywords.
• Use the Amazon Business Reports in Seller Central to identify sales sources.

After running a successful external traffic campaign targeting "stainless steel water bottles," you notice a spike in organic sales. This is a good indication that your product is now ranking higher for related keywords.

4. Simulate Customer Behavior

Think like a customer and simulate a buying journey:

• Search for broad terms (e.g., "dog toys").
• Refine the search with filters such as price, rating, and shipping options.
• Check where your product appears under these filtered results.

If you sell budget-friendly electronics, you can filter searches for “Bluetooth headphones under $50.” If your product isn’t appearing in the top results, it may indicate a need to adjust your pricing strategy or advertising efforts.

How to Improve Organic Ranking on Amazon

1. Strategic Listing Optimization

Your product listing is the foundation of your Amazon strategy. It needs to attract both the algorithm and potential buyers by providing clear, appealing, and informative details. Watch our experts break down advanced listing optimization techniques:

Key Elements to Focus On:

• Titles: Use your primary keywords in a natural and concise way. For example, a seller offering a kitchen blender could use the title: “PowerBlend Pro 1500W Blender with 6-Speed Control – Perfect for Smoothies & Shakes.” This title not only highlights the product’s features but also incorporates key search terms buyers are likely to use.
• Images: High-quality visuals are essential to catch a shopper’s attention. Include images that showcase your product in use, highlight key features, and offer detailed views. Consider a clothing brand that uses images showing a jacket worn in different weather conditions. This provides potential buyers a sense of how versatile the product is.
• Bullet Points: Focus on the value and functionality of your product. Instead of saying, “Made with stainless steel,” write, “Durable stainless steel construction ensures long-lasting use and easy cleaning.”‍
• Descriptions: Create engaging, keyword-rich descriptions that convey the product’s unique benefits. Think of this as your elevator pitch.

2. A+ Content Mastery

A+ Content, or Enhanced Brand Content (EBC), allows sellers to create visually stunning and highly detailed listings. This added professionalism often leads to improved conversion rates.

Why It Works:

• Professional Appeal: A well-designed EBC layout gives your listing a polished and authoritative look.
• Increased Buyer Confidence: Providing detailed product information helps shoppers make informed decisions.

Suppose a skincare brand adds A+ Content showcasing before-and-after images, a breakdown of product ingredients, and a usage guide. This convinces hesitant buyers to complete their purchase.

Or, a premium cookware seller saw remarkable results after implementing the following strategic A+ Content:

• Created comparison charts highlighting advantages over leading competitors
• Added step-by-step cooking demonstrations
• Included high-quality lifestyle imagery showing the product in use
• Impact: Conversion rate increased by 34% within two weeks, directly boosting their organic ranking for "non-stick frying pan" from position 28 to 11.

3. Harness the Halo Effect

Successfully ranking for one keyword can positively impact your rankings for related terms. This compounding effect makes keyword research and optimization even more valuable.

For instance, a pet supplement company masterfully leveraged this effect:

Initially ranked #1 for "glucosamine for senior dogs" (2,000 monthly searches) This strong performance helped them rank in the top 10 for:

• "joint supplement for dogs" (8,000 searches)
• "hip and joint supplement" (5,000 searches)
• "arthritis relief for dogs" (3,000 searches)

Their monthly organic sales tripled without additional ad spend.

4. Incorporate Voice Search Optimization

Voice search is an increasingly popular way for shoppers to discover products. By optimizing for voice queries, you’re positioning your listings for the future.

How to Optimize:

• Use natural, conversational phrases in your content.
• Focus on long-tail keywords and question-based phrases like “What is the best portable speaker?”

Imagine a brand selling portable speakers might adjust their keywords to include phrases like “portable speaker for outdoor events” or “easy-to-carry Bluetooth speaker.” This makes their product more likely to appear in voice search results.

5. Drive External Traffic

Discover our proven Google Ads to Amazon strategy in this detailed walkthrough:

Bringing shoppers from outside platforms to Amazon can significantly increase organic traffic and ranking. External traffic demonstrates to Amazon that your product has wide appeal, which the algorithm rewards.

Sources to Leverage:

• Google Ads: Use high-intent keywords to drive buyers to your listings. For example, a seller of ergonomic office chairs runs Google Ads targeting phrases like “best chair for lower back pain.”‍
• Social Media Campaigns: Platforms like Instagram and TikTok are perfect for engaging audiences and showcasing your products. A fitness brand collaborates with influencers to create videos demonstrating the benefits of their resistance bands, potentially resulting in higher organic traffic to their Amazon listing.