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Amazon SEO
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7
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Easy Steps To Rank On Amazon

Having trouble ranking well with your Amazon listing? Here's our 9 tips to go the extra mile and make your products sell.

David Zaleski

October 20, 2021

What is the Best Way to Rank on Amazon in 2021?

The key to building an Amazon empire is mastering the art of landing on the first page of search results. These days, most Amazon FBA sellers at least have a handle on the basics. We’re here to give you a behind-the-curtain look at some of the less talked about strategies you can use to rank well on Amazon.

If you’re new to the topic, we’ve already covered the essentials of Amazon ranking here. As a brief recap, here are the top 8 things you should already be doing to rank effectively on Amazon:

The 8 basic steps for ranking well on Amazon Do Your Research First, Utilize SEO Within Your Listings, Use High Quality Graphics, Get Genuine Customer Reviews, Offer Variations, Register Your Brand, Use Price Optimization, Answer Customer Questions

These 8 basic strategies should already be in your Amazon wheelhouse. Today, am giving you 9 more steps you can take to increase your organic traffic and rank well on Amazon.

  • Use Backend Keywords
  • Focus on Obtaining Referrals & Outside Traffic
  • Categorize Your Listings Correctly
  • Show Off Your Certification
  • Carefully Manage Inventory
  • Implement Good PPC Strategy
  • Make Sure Your Content is A+
  • Track, Test, and Change
  • Ensure Quality Customer Service

 

Use Backend Keywords

Optimizing the core fields of your Amazon product listings at this point should be a no-brainer. You can also, however, utilize backend keywords to even further optimize your product. 

To do this, you need to find & edit your listing within your Seller Central account.

Image showcasing where to find the ""edit"" button for a listing in Seller Central.

There, you will find a tab labeled “keywords.”

Image showcasing where to find the ""keywords"" section while editing a listing in Seller Central.

Once here, you’ll see there are 5 categories to enter in your keywords. 

  • Search Terms
  • Intended Use
  • Subject Matter
  • Target Audience
  • Other Attributes

Each of these can be filled with 250 characters of keywords. 

To find the right and relevant keywords to enter here, you can rely on your pre-existing keyword research - and some other key Amazon resources. This helps in boosting your Amazon SEO. Be sure to download your search term report and check out your brand analytics (if you’re a registered brand) to get a feel for what search terms are already generating the most traffic and results for your listing. This is a great place to start.

Do not:

  • Use singular and plural terms. This is a waste of your characters
  • Include misspellings (Amazon already accounts for this)

 

Focus On Obtaining Referrals & Outside Traffic

If you do this well, you will stand out from the majority of other Amazon sellers. Everyone on Amazon is working on optimizing their posts and gaining organic search traffic. Far fewer people are making use of other platforms to bring people to Amazon.

But think about it - Amazon has a lot of reasons to reward those who bring people to their site from external sources. Now, they aren’t just gaining profits from people already on Amazon - they are gaining customers from people perusing their social media pages or reading a blog. 

Outside traffic and conversions can give your listing a nice boost in the algorithm. 

Blogs have always been a great place for referrals, but these days the best places to strategically link people to your Amazon store are Facebook, Instagram, and even TikTok.

Image with the icons for the popular social media sites, Facebook, Instagram, and TikTok.

A lot of social traffic is “save now, buy later” - so you’ll want to send people to your brand page on Amazon, not a listing. This gives your brand the impressions without staining a listing with low conversion rates. 

Not only will this strategy help your Amazon success, but it will also give you a platform outside of Amazon from which to market if you ever want to grow beyond Amazon.

 

Categorize Your Listings Correctly

This sounds simple, but many sellers overlook it. Make sure that your listing is correctly categorized. Many shoppers use the “shop by category” feature to find their products - and if yours isn’t in the right place, you could miss out on customers.

There are a lot of categories on Amazon, so it’s understandable how this can be frustrating. Be sure to select the proper top-level category, and then work on the subcategories after. Rank higher on Amazon's search results and build customer satisfaction at the same time.

 

Show Off Your Certification

Amazon now has a method for businesses to show off what makes them unique. If you live in the United States and fit any of the following categories, you can apply for a certification to showcase this to customers.

 

Image showcasing Amazon's list of national certifications available to their sellers.

 

This can only help you. While there are few shoppers who will see these qualifications and avoid your store, shoppers do have the ability to set preferences about these things and your certification might make you a more appealing option than another - even if your product is more expensive.

 

Carefully Manage Inventory

Properly managing your inventory is an essential piece of ranking well on Amazon. Listings that run out of stock or are delayed with shipping will experience a lag in search results. 

You want to make sure that you have at least a 2 month supply of inventory based on how quickly your product is selling now. At the same time, you don't want to overstock - once you’ve purchased the inventory it’s hard to get that money back if you’ve bought too much.

You can check out these quick tips on managing your inventory here.

 

Implement Good PPC Strategy

Using Sponsored Product ads is essential to boosting your ranking. Especially when you first get started, this might be the most effective method for gaining conversions. Until you’ve been around long enough to have a sales history and acquire reviews, you need to pay for the traffic to your listing. People get busy chasing external traffic from google ads and focus way too much on Amazon SEO for better search ranking but forget about the compound effect Amazon PPC ad campaigns.

The compound effect of a well-run PPC ad campaign is not only more sales - but more organic traffic. You can run both individual listing ads on Amazon, and you can also sponsor your brand (if you have registered using Brand Registry). Both of these are great ways to keep your product in front of people.

To create a good PPC campaign, you will need to use the proper keywords in all fields and tweak them as you go. Any good ad campaign requires testing and modification - so be ready for that.

You can check out our article on PPC Strategy here for more details.

 

Use Amazon A+ Content

Amazon A+ Content is available to registered brands who have been accepted to the A+ program via Amazon’s application (this will only be available to you as a registered brand).

Once you’ve been approved for A+ content, you are able to up your selling game by including high-quality images, descriptions, and listing details that other sellers are not able to use.

Setting yourself apart with listing quality that most other posts do not have makes your product look more professional and therefore makes you more likely to sell your product. This boosts you in the algorithm as well. 

 

Track, Test, and Change

E-commerce is constantly evolving - and one of the things that makes Amazon so successful is its ability to evolve right along with it. Because of the ever-changing nature of Amazon, it is essential that you become an expert at evaluating your current data, testing new methods, and changing things as you go.

Track everything. Track what strategies you’re using and when you started using them. Track the progress of your sales and impressions. Track your competitors’ price points and pages - the bottom line is you have to track it all.

Without keeping a solid record of where you stand, what strategies you’re implementing, and what the results are, you’ll never know what is working and what isn’t.

As you manage your data, test out new things, and (you guessed it) track what works and what didn’t. This kind of experimental, hands-on adjustment process is necessary to grow as an Amazon seller. Even if you hit a great rhythm and are wildly successful - that success won’t last forever if you don’t evolve with your customers. 

So track it all, test it all, and change as you go.

Gif of a man enthusiastically giving the thumbs up sign with a straight face.
Source: Giphy

Ensure Quality Customer Service

Lastly, guarantee that your customers will experience fast, friendly, and intelligible customer service. With this step, you can guarantee repeat customers - even if you’ve disappointed them the first time around.

The modern shopper raves about quality customer service - because it’s so uncommon. You can generate sales from new and repeat customers and get positive Amazon reviews. We’re all used to robots and poorly translated messages that barely address our problem. If you can provide something more than this, you’ll see positive results in your customer retention rate and especially in your reviews. 

 

Conclusion

Ranking well on Amazon is hard work! If you implement these 9 additional strategies, you’ll be a cut above the rest of the sellers out there. Put these into place and watch your sales skyrocket!

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David Zaleski

David Zaleski is an entrepreneur, Amazon seller, and the founder of EcomHub. He's been operating in the eCommerce space since the age of 14 years old. At the age of 18, he started his own Amazon business with just $4,800 in start-up capital.

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