Being listed on page one can make or break your product.
But what causes some products to be listed on the first page and some on the ninth page?
Why are some products with very high sales rankings not listed on page one?
What are some new products with very few reviews listed on page one?
Why do some products that seem to do everything right get buried on page nine?
I’m glad I have a full head of hair because I have spent way too much time pulling my hair out to try and figure out all the things Amazon does to determine where my products are listed.
But all hair club for men jokes aside, I’m fortunate, I have many page one rankings for multiple keywords and the number one listing on some keywords.
Here’s what I learned.
Your listing is determined by many things, but primarily the following
SALES + REVIEWS + CONVERSION RATE + PROPER KEYWORDS
This, of course is my best guess. The exact algorithm (what the heck is a bleeping algorithim BTW) For those of us who are not tech guys it really means math formula.
All of my high school math teachers are falling out of their chairs now, realizing that I really did pay attention in math class….
The algorithm of my youth was the Coca Cola formula. Times have changed, I guess…
Here’s how you have to think of things. Amazon is just a search engine for physical products.
They want to show you (their customer) the most relevant items to your product search. They want to have a dynamic market that shifts to demand and allows for new and relevant products to be shown to their customers.
If they don’t, Alibaba or some smart kid who really is paying attention in math class may overtake them one day and they will become the netscape of this generation.
So let’s take a look at each feature.
This is paramount. Getting even a few positive reviews initially will allow you to be listed, maybe even on page one.
I am convinced that Amazon gives you a “honeymoon period” and purposefully lists your product higher than it deserves in the beginning to give you a chance to make sales so you won’t get frustrated and quit.
The average conversion rate in Amazon is 13.5%. I am fortunate to have a 20-26% conversion rate. I believe they tremendously favor items that convert well in higher listings.
Higher conversions comes from better copywriting, great pictures and an effective title. Higher conversions are also a result of the social proof of great reviews.
The more you effectively target the correct keywords, the more like the viewer is likely to buy. Think rifle here, not shotgun. This is not mass marketing…
I use a service like merchant words to determine the amount of searches for each keyword and to make sure there are enough searches for that keyword and then I incorporate those keywords into the title, bullet points and product description.
This ultimately means the right people who are interested in my product are seeing it and there are enough of them to create a high enough sales volume.
When you do these three things in unison, 1 + 1 + 1 = 5 and you get higher listings and more sales and your spouse likes you more. Heck, even your dog will give you a better greeting when you come home.
Remember sales ranking is different from your sales listing. The ranking is just your rank in order of most sales.
But when you get reviews, have a higher than normal conversion rate and you will ultimately achieve more sales. It’s a cycle that perpetuates. That leads to higher listings and you get to stay on the first page.
I hope this quick overview gives you a little insight. If you do these things at the beginning you’ll get off to a great start.
If you’re not ranked where you like, go back and evaluate everything I’ve mentioned.
Getting your products listed high enough to be seen and get sales is really not rocket surgery….
What do you do to get your products ranked higher? Let me know in the comments section below.
Good luck and see you on the first page!
Already an Amazon Seller? Interested in a little help, maybe validation of your product and market or need some marketing direction? Then take a look at my 1 on 1 coaching. I accept a limited number of people into my coaching program. Click here to learn more
Mark Scott Adams is a serial entrepreneur who has started, built and sold six businesses. He has sold millions of dollars of physical products on and offline over the last two decades. He is currently a speaker, author and successful Amazon Seller. To take his free amazon sellers training click here. To Get his free product checklist list click here