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Whether you're a seasoned seller or a novice looking to get started in e-commerce through the Amazon marketplaceyou're probably not familiar with all the subtleties of thealgorithm A9 that governs Amazon's entire SEO system. However, understanding how it works will allow you to develop several strategies to improve your search rankings and generate traffic to your products.


What is Amazon's A9 algorithm?

Amazon has implemented the A9 algorithm to define, in the most relevant way possible, the classification of products in the search hits. It can be compared to Google's algorithm, in that it takes into account the keywords and certain performance criteria to decide which products deserve to be listed among the first. However, unlike Google's algorithm, Amazon takes into account data on sales because the American firm gets paid on every transaction. The best-selling products are usually the ones that appear first, and that's the snowball effect! The highest ranked products are more likely to receive more traffic and therefore have a better chance of being sold. This in turn will improve their ranking and so on.

Why be well referenced on Amazon?

With its dominant position in many areas, Amazon offers enormous sales potential. In addition, the platform makes it possible to capture new customers without investing in new technologies. marketing strategies. In addition, it is possible to entrust the logistics of its products directly to Amazon, which relieves the seller of a large number of problems. But beware, all of this comes at a cost. Marketplaces can be part of a web development strategy, but you should not become totally dependent on them.


Relevance criteria or pull factors

The title of the product

The your product title is the most important element. According to Amazon's recommendations, it should contain elements such as: the type of productThe information shall include the brand name, the key material or characteristics, the colour and, as an accessory, the size and packaging. To help you find the most relevant titles, you can also :

        • Use the Keyword Inspector to search for your main competitor.
        • Choose a competitor from the first three positions with the most opinions and observe the keywords he or she uses for the products in his or her catalogue.
        • Combine this data and use a word and phrase frequency counter .

The bullet points

Take the time to optimize the bulleted lists at the top of your product pages. For example, you can take the opportunity to integrate keywords that have not been used in the title. This is also a good place to indicate the complementary goods in your catalogue.

Product description

Just like fleas, the product description has no direct impact on the ranking. On the other hand, it is indexed by search engines and therefore plays on its visibility. In addition, a careful description will help you improve your translation rate.

Optimize your images on Amazon

Integrate your images according to Amazon's technical requirements: a width or height of at least 1000 pixels. Amazon even recommends an ideal width of 2560 pixels. The product should fill 85% of the frame and the background should be white and neutral.

Product reviews/comments and notes

Ratings and reviews are of paramount importance nowadays as they strongly affect the purchasing process. More than 80% of consumers trust opinions that they read, which is why Amazon takes ratings into account to rank its products. To encourage your customers to leave comments, you can set up an email follow-up to encourage them to share their impressions of the product. Simply avoid aggressive techniques that would serve you poorly.


The price of the product

For consumers, Amazon is the realm of bargains. But you need to be consistent about the pricing of your products. Confidence is indeed an important factor in conversion. For example, if a product was originally priced at €100, but has recently been reduced to €24.99, it may look suspicious. Some users may then think that the quality is not there and turn to a competitor's product. This is called the psychological price.

Keywords in the background

Keywords are one of the criteria that Amazon uses to determine the relevance of search queries and establish the different rankings on the results pages. That's why it's important to write your content in a logical SEOThe keywords can be used in the search engine, by integrating a significant volume of keywords. You can start your search with the keywords generating the most searches by using for example the MerchantWords provided by Amazon. Then you need to think about the intention behind the user's search. To do this, use a keyword search tool such as Ahrefs or Semrush to find the terms that have the best search volumes in general. Also make sure that your content does not include any parasitic keywords that may position you on results that have nothing to do with your offer. Don't forget of course the long tailThe search engine is composed of keywords with a low search volume but which are less competitive. These keywords have the advantage of positioning you more easily and generally have a better conversion rate.

How to integrate keywords

Have you identified the best keywords for your product list? Now it's time to use them strategically. The essential step is of course to integrate them in the product title, in an intelligible order for both robots and web users. Then use your long tail keywords in your description and don't hesitate to use synonyms and logical connectors between them.

Inventory management of your products

To optimize your costs, you need to master the stock rotation. The best way to do this is to use Amazon inventory management software, which will also help you understand your supply chain lead times and predict seasonal fluctuations.

Delivery (fast and free or cheap!)

Amazon puts the interests of the consumer first. For example, shipping costs are a ranking criterion because it has been proven that excessively high shipping costs can discourage a large number of Internet users. So make sure you negotiate the lowest possible shipping costs with your carrier to convince your prospects without impacting your margin too much.


Amazon's performance criteria

How often an Amazon product is sold

A product that is sold frequently is one that will naturally rise in Amazon's ranking. To enter this virtuous circle, products must therefore have a good conversion rate. Recently added items can make it to the front pages if they are sold very quickly after going online. 

Frequency of sale is therefore a criterion that hinders many new sellers in their beginnings, which is why it is essential to keep other acquisition channels, time for them to prove themselves on Amazon. (Adwords, natural referencing etc.).

The conversion rate of the product

Like frequency, the conversion rate is a very important indicator for the A9 algorithm. Amazon has every interest in displaying products that sell well, for customer satisfaction but especially for the commissions they generate. You should therefore regularly monitor the conversion rates of your products to prioritize your actions. As with SEO, there are several ways tooptimize the conversion rate of an Amazon product. First of all, make sure to optimize your bulleted lists at the top of the page. This is what your prospects read first and many will stop at this summary. Web users typically read diagonally and don't take the time to go through the entire list. So you need to hook them very quickly with terms that meet their searches and needs. Get started right away main features of the product and support your claims with social evidence (e.g. "recommended by 95% of our customers!").

The main image of your product is also one of the elements that immediately catch the prospect's eye or, conversely, make him/her flee; a bit like the first visit to a property! So avoid poor quality photos or photos that do not show all aspects of the product. Ideally, even ban photos of your supplier, because chances are your competitors will have the same photos. Of course, taking beautiful photos requires a certain budget, but the stakes fully justify this expense.

Before publishing your images, test them with your friends and family. This will ensure that they reflect the characteristics of the product, that they make you want to see the entire product sheet, etc. Of course, do this test on your computer but also (and especially!) on your mobile phone. It would be a shame if your images didn't stand out well on mobile phones, which is the main navigation medium of today's Internet users.

The click rate and bounce rate

As on the SERPs of the different search engines, the click-through rate and rebound have a great deal of importance on Amazon. Makes sense. A product that is not clicked on much and/or that immediately makes the user start again sends a negative signal. If you find any of these metrics to be lacking, take a close look at your records and compare them with those of your competitors. prices is it too high? Are the delivery costs too high? Is my title catchy? Are the reviews good? Is my description clear enough? Is my photo of good quality? Many elements can impact click and bounce rates and it is often quite simple to correct them.

Performance targets set by Amazon 

Amazon imposes performance targets on its sellers to maintain its own reputation. They are regularly monitored to ensure that they meet their targets. In which case, sanctions can range from a simple warning to a complete closure of the store.

Targets include return rate, pre-fulfillment cancellation rate and shipping delays:

Order Defect Rate :

Pre-execution cancellation rate :

Late shipping costs :

These objectives seem easily achievable, but the reality is quite different for new salespeople. Some have only a few products online and sometimes only 2 or 3 returns are enough to generate a too high dissatisfaction rate. 

Sellers rated with 1 or 2 stars are considered unsuitable by Amazon. So you need to be sure of the first products you sell. For example, avoid fragile products that may arrive broken or products that are too expensive and for which consumers are more demanding. 



Amazon is part of many marketing strategies. The marketplace occupies a huge place on the web and offers exceptional visibility that no other platform can match. However, its many requirements and high commission rates can discourage newcomers who do not always find what they are looking for. Still, Amazon can become a sales channel very profitable from the moment you take the time to select your products and optimize your ads.

   Article written by Louis Chevant

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