When getting started as an Amazon FBA seller, one of the most important things to remember is that your listings need to be visible and relevant to your target audience. That said, getting your product to rank on the first page of Amazon’s search results is a common hurdle for many sellers. With so many products for sale on this platform, it feels almost impossible to stand out among the competition, that is, unless you’re equipped with the right Amazon SEO strategies.
Keep reading, and we’ll break down ten different ways to help increase your ranking so that you can effectively sell your products on Amazon.
1. Use Amazon’s search bar to help build a foundation of relevant keywords on Amazon.
Incorporating the right keywords in your listing is one of the best things you can do to rank better on Amazon. Many tools exist to provide extensive research that will help generate high-quality keywords, however, using Amazon’s search bar is a great place to get started and build a foundation of relevant terms.
To do this, enter terms that best describe your product. A drop-down should appear providing suggestions or other relevant terms to your product. When using this strategy, remember to consider the following:
- The relevance of the keyword to your product.
- Searches for that specific keyword on Amazon.
- The number of sellers using that keyword.
- How tight the competition is for that keyword.
Once you’re happy with the terms you’ve discovered, you can incorporate them directly on your listings OR use them as base terms for more extensive research.
2. Maintain a high number of positive reviews on Amazon.
Appearing as a reputable seller on Amazon heavily relies on maintaining high reviews for your product listing. That said, reviews also contribute toward your ranking position on Amazon, which is why it’s especially challenging for new sellers with no track record to gain momentum on this platform.
One way of getting around this is by requesting reviews from past customers. You can ask for these on Seller Central’s order details from specific customers. Another great way to encourage more reviews is by ramping up the customer experience delivery.
It may take some time for reviews.
This marketing strategy may take some time to produce results, but once the reviews start rolling in, you’ll definitely be in a better place to rank and sell better on Amazon.
3. Make sure your product title is captivating with relevant keywords.
Your product’s title is one of the most critical aspects of your listing, especially if you want to rank well on Amazon’s search results. For this reason, ensure that your product title contains keywords relevant to your product AND is captivating to your target audience.
Using keyword-rich titles will help entice potential customers who are looking for your items on Amazon. By doing this, your chances of being seen on the search result pages shoot up even higher.
Make sure to experiment with different titles until you find one that best produces the results you are looking for. Remember, incorporating relevant keywords as naturally as possible is a sound strategy to boost the SEO score for a small business.
4. Offer incentives to purchase by offering free shipping or volume discounts.
Consistent interest in your product (exhibited through impressions and sales) contributes to your overall listing’s ranking. You can generate interest in your collection by incentivizing audiences to purchase from your store over your competitors.
Effective incentive strategies include free shipping, discounts, and bonus products.
- Shipping costs can easily influence the decision to purchase a product or drop it altogether. A customer’s delivery address can affect how affordable or expensive the overall order will be at checkout. Offering free shipping eliminates this concern and gives you the upper hand over other sellers without a free-shipping offer.
- Discounts in the form of promotional codes or sales can provide the customer with a sense of satisfaction from saving on a great deal. Additionally, volume discounts have the same effect, however, you are in this case, you are encouraging the sale of multiple products.
- Bonus products work similarly to discounts and give the customer a sense that they receive the best value for their buck. Instead of getting a discount, the value of the purchase increases by including a bonus item on their order.
These three examples are compelling incentives that will help generate sales for your products and give you the upper hand. Amazon considers factors like how many items are in the transaction, the cost of shipping, and whether or not the customer used any promotional offers during checkout to determine which seller gets ranked higher on Amazon. Remember, your effort to increase your orders will contribute to your overall sales ranking.
5. Include keywords in the bullet points of your listing page.
Amazon considers keywords included in the bullet points important in your listing. Including the right keywords in your listing supports the idea that your product is relevant to whoever is making search queries, helping you rank for even more keywords, resulting in even more traffic and sales.
Make sure that you use keywords related to what you are selling as part of your marketing strategy. Amazon only allows 1,000 characters for their bullet points, so it’s encouraged that you maximize this to best describe your product for both the customer and Amazon’s algorithm.
6. Keep the description clear and concise.
The description section of your product listing is a great way to include more details about the benefits of your product and why it exceeds that of your competitors. In terms of ranking, it works similarly to your listing title and bullet points and how its content determines its relevancy to search queries.
Include details about what your product does in your description and focus on the most important facts. This way, potential customers can quickly scan your product listing and collect the information their need.
You’ll want to incorporate keywords in your description, however, the use of these terms is most effective in titles and bullet points. Remember, Amazon only allows for a maximum of 4,000 characters for the entire description section, so use this space wisely.
7. Optimize your title for the search algorithm.
Since Amazon is a search engine, optimizing your title is critical for Amazon’s search algorithm. Therefore, a compelling title with relevant keywords will help increase the chances of your listing ranking better, leading to more impressions.
Remember to include keywords in your title but ensure that they come naturally and are relevant to your product. Experiment with different titles until you find one that works best for your product. When you’ve selected key terms that work well for your product, make it a point to use them for other advertising strategies, such as PPC or Amazon DSP.
8. Keep prices competitive to attract users to your products.
One of the most important things you can do to improve your Amazon ranking is to keep your prices competitively low. Amazon recognizes price as a critical factor in your offer for customers and will prioritize listings with the best ones.
Compare prices with that of your competitors and adjust accordingly. A lower price will give you the upper hand and contribute to your search result ranking. Additionally, experiment with offering discounts to manage your pricing. This is another excellent way to improve the offer to your customers.
9. Select high-quality images that are relevant to the product.
The images you select are a significant factor in your Amazon ranking. Make sure to choose high-quality photos that accurately portray the product you are selling and its benefits in a clear, captivating manner.
If possible, avoid using generic stock photos to represent your product. Authentic, high-quality photos are the best way to demonstrate the different features of your product. You can take them yourself or hire work from a professional photographer/graphic designer.
Again, be sure to incorporate keywords in your images to help your results on the search engine results page (SERP). This space could come in handy if you need extra room for essential keywords.
10. Provide exceptional customers service to address potential order issues or return requests.
Finally, another thing you can do to improve your Amazon ranking is to provide exceptional customer service. By ensuring that your customer service team is accessible, knowledgeable, and friendly, your brand can deliver an excellent experience which, in turn, will help increase the likelihood of them leaving a positive review on Amazon and help improve your ranking!
Final Thoughts
As an Amazon FBA seller, earning a spot on the first pages of search results is one of the best things that can happen for your products, and these ten strategies are a surefire way to get your listing on the right track first-page results.
Other methods exist that will help your listing rank better on Amazon, but the ones mentioned above are some of the most effective and most accessible to action. While they may take time and effort to accomplish, obtaining the listing visibility your brand deserves is well worth it.
Author’s Bio
Jayce is the managing director of Seller Interactive, the number one Amazon advertising agency based in Canada that helps brands build their business on Amazon. His content marketing expertise has led him to work with brands such as Toyota and GoDaddy, producing content that has reached over 20M views in a month.