Did you know, 56% of US, UK, German and French shoppers use Amazon as a starting point for researching products and services? Over half of their populations are using Amazon, giving Google a run for their money. Yes, Google still trumps all search engines, but Amazon is slowly creeping up behind them in terms of online searching behaviour.
Why is this important?
Well, if you are trying to sell a product and/or service on Amazon (or even if you are not yet present on Amazon with your product/service, perhaps you should be?) you need to start optimising your listings and profile in order to appear on search results. With so many people using Amazon as their first point of call, you could be losing out on endless customers by not being optimised.
Amazon said themselves that:
70 percent of Amazon customers go past first-page search results
35 percent of Amazon shoppers click on the first product on a search page
The first three items displayed in search results receive 64 percent of clicks
Are these statistics enough to scare you to optimise your Amazon profile right now? They sure make us scared! *logs in to Amazon and follows all SEO tips displayed below*.
But first, what is the difference between Google or Amazon’s algorithms?
Although both very popular, their main aims and reasonings for the platforms highly differ.
Search Intent- Google is focused on solving questions and queries, whereas Amazon is focused on providing relevant products/searches to the entry. Essentially, Google users do not know what they want yet, they want their obstacle potentially solved. Amazon, however, their users know what they want but just need help finding the ONE.
Key Metrics- Amazon sees a user, product or service as relevant depending on the number of purchases made and purchase behaviour. However, Google defines relevancy depending on the number of clicks a link has, engagement behaviour.
Customers should able to find your products before they can buy them, and searching is the primary way they can do that. Customers search by entering keywords and Amazon matches this against the information (title, description, and so on) that you provide for a product. Factors such as degree of text match, price, availability, selection, and sales history help determine where your product appears in a customer’s search results. By providing relevant and complete information for your product, you can increase your product’s visibility and sales. Below are some general guidelines to improve your product listings.
This article is related to US Sellers, however, this gives us an idea of how to improve our UK accounts.
In order to appear high within Amazon’s algorithm, you need to:
Use text match relevancy with content
Use your data to improve selling
Leverage Fulfillment by Amazon (FBA)
Implement EBC/ A+ content
Have a great advertising execution
Utilise their advertising technology
Increase sales velocity
Want to find out more? Part 2 can be found here. We discuss how you can easily speedup the ranking process!
For further insights and guidance, we invite you to explore our blog at 07hm.co.uk/blog. Here, you’ll find a wealth of information tailored to the needs and challenges of SMEs navigating the digital landscape. Additionally, if you have specific questions or need personalised advice, don’t hesitate to reach out to us via email at info@07hm.co.uk or telephone on 01702 410663.
