How to rank on Amazon? How to improve Amazon's ranking and conversion? How to convert Amazon rank to sales? Read more to find out how to rank higher on Amazon search results.
Each of us knows what a rating is. When you do any search on any topic, product, or service, you will immediately see those “10 top movies” or “25 top bestsellers”. Amazon has this approach as well. Having been founded originally as an online bookstore in the garage of Jeff Bezos' rented home, Amazon successfully extrapolated a number of marketing techniques, normally applied in the publishing or movie industries, to online sales. Among those are, for instance, ratings and reviews.
In the struggle for your sales volumes, Amazon sales rank or Amazon Best Sellers Rank (BSR) is vital. Said that you understand that the Amazon ranking itself depends on how well your items sell within your category. Looks like a vicious circle, but it isn’t when you know how everything works inside.
Having a high Amazon sales rank is extremely important because it is related to your product visibility. Same way as Google, Amazon uses its own proprietary A10 Algorithm to rank sold items on the website. The principle of A10’s ranking differs from that of Google’s. Amazon does not disclose the exact ranking criteria A10 applies, however, sales rank is one of the factors known to have significant weight. This is because when a shopper enters a search query on Amazon’s website, they want buyers to discover the best-selling products.
In this blog, we will tell you what is Amazon sales rank and how you can increase Amazon sales rank for your products.
What is an Amazon Rank and Why Do They Have It?
Amazon sales rank is a number assigned to a product by Amazon depending on how well it sells compared to other products in a category.
The lower the number, the better a product sells. For example, a product that is assigned a sales rank of #1, sells the best in its category, while a product that is assigned a sales rank of #20,000, sells much worse.
It’s no secret that it’s not only a seller, but also Amazon who makes money on its marketplace. Amazon’s primary source of income is actually not from sellers’ activities, it’s from online stores. This is the reason why they have things like product ranking. BSR is granted to the products that sell best in the category, and the rankings were introduced to help people make the purchase decision-making process faster and easier. The faster sales go, the more money Amazon earns.
Where Can I Find Product Amazon Rank?
If you want to find out the product’s sales rank, you need to go to Amazon.com and do a search for the product you want to know about. Under the ‘Product description’ section you can find ‘Amazon Best Sellers Rank’ and the product category.
What Is a Good Amazon Sales Rank?
If your product has a small rank number (#1 is the best rank), then you are there! A product with a BSR of #1 people may buy 1000 units per day, while if you have a BSR of #256, you may sell 3 items per same day.
How Do I Rank on Amazon?
Depending on how populated is your category, it might be not an easy target to reach the #1 rank. Also, sales rank is updated hourly, meaning that the figure can fluctuate. Therefore, you would need to calculate a more or less average figure over a period to asess your product's sales rank in that period. It is very important that your product appears on Page 1, as only one-third of all shoppers will proceed further.
How Does Amazon Determine My Product Ranking?
As we said, the primary goal to have Amazon product ranking is to help buyers make a purchase decision. To achieve that, Amazon is striving to provide its customers with the most relevant results to their search. For this, they’ve implemented an A10 Algorithm (the previous version of it, A9 Algorithm, is also often mentioned), to do the search. A10 is Amazon’s product ranking algorithm. It is quite different from the Google search SEO, and this algorithm is a major factor determining an Amazon product ranking.
The Amazon A10 Algorithm estimates keywords, content, seller metrics, feedback, reviews, order defect rates, FBA, back-end, and search terms.
What Factors Affect Amazon Product Ranking?
In order to understand, what metrics exactly affect your product ranking, you would need to dig into what factors are accounted for by the A10 is Amazon’s product ranking algorithm.
A10 Algothithm Ranking Factors are:
- Seller Authority;
- Internal Sales;
- PPC Sales
- CTR (Click-Through Rate);
- Off-site Sales;
- Conversion Rate;
- Sales History;
- Organic Sales.
There are also indirect factors that may influence your ranking on Amazon such as fulfillment method, reviews, images, premium content, advertising, and product promotions.
What is Amazon Conversion Rate?
On Amazon, your conversion rate shows how many shoppers visiting your product's listing are making a purchase. If your item has a low Amazon conversion rate, this might indicate that you have a problem with your product quality, your listing, your price, your customer reviews, etc.
How to Determine Your Conversion Rate?
Before you start looking into how to improve your conversion rate, you need to know where you actually are with it. When you’ve figured out your number, you can look into whether you need to increase it, or you don’t. Most likely, you do.
You can use the following formula to calculate your conversion rate on Amazon:
Total Number of Orders : Total Number of Product Listing Sessions = Conversion Rate
What Is A Good Conversion Rate on Amazon?
The good Amazon conversion rate for non-Prime members should be around 10 to 15 percent, though Prime members convert at much higher levels.
How to improve Amazon Ranking and Conversions?
Now when you know what does Amazon sales rank mean and how Amazon ranking works, it’s time to research how to rank high on Amazon. Roughly saying, you need to increase your sales, since the sales rank is a relative metric and grades your product with regard to your competitors in the category. This is a good general statement, though.
What practical steps can be done to improve Amazon's ranking and conversion? How to rank higher on Amazon? The clue is in the factors A10 Algorithm measures.
Here's how to improve Amazon Ranking:
1. Become an Authority Seller
Becoming an Authority seller on Amazon can help you in many ways. It helps you sell volumes and beat the competition. One key to this is building a high customer feedback rating. Gain positive reviews and take efforts to remove negative ones. Create a brand. And also, getting authority seller reputation will help convert Amazon rank to sales.
2. Increase Your Amazon Advertising Impressions
This pay-per-click advertising metric can help maximize your product visibility and reach more customers.
3. Increase your PPC Sales
Optimize your SEO and PPC campaigns. Use Sponsored Ads to increase sales and improve search rank for your Amazon FBA products.
4. Grow Your CTR (Click-Through Rate)
CTR is important because this is how you will be able to attract your customers and then promote your product on the landing page.
5. Increase Product Conversion Rate
Convince people to buy your product by creating a perfect listing. Highlight your product’s benefits and make your products Amazon Prime eligible.
6. Create Consistent Sales History
The Best Seller ranking reflects current sales trends, as well as historical sales numbers. Create a consistent sales pace, constantly increase sales volumes.
7. Boost Your Organic Sales
Review and make most of your product listings. Optimize them in the best way to increase your conversion rate. Apply high-quality images, and relevant keywords. Videos can give customers a better understanding of how products work and can improve customer confidence. With the help of a online video editor, you can edit your videos and make them more interesting so that your customers can engage with the product and purchase it. Make your listing perfectly complete.
8. Look into the Time on Page and Bounce Rate
Amazon estimates the amount of time shopper spends reviewing your listing. This is one of the criteria for how interested customers are in your item.
9. Elaborate a Proper Pricing Strategy
Pricing should be a part of the product Amazon pricing strategy.
The best price is the one matching customer value. Amazon may estimate your conversion rate based on your pricing. If your item is priced too high, Amazon may assume that your conversion rate will be low and rank your product low as well.
10. Use the Parent-Child Feature
Use Amazon’s parent-child product functionality, it drives shoppers to a single product page, thus helping to maximize your customer reviews.
It is important to have all your business metrics under control. You need to know where you stand, what your figures are and how they develop over time. This is quite a job if you do it manually. For instance, you could spend hours just on manual calculations of your Ad sales and Organic sales, because you need to know these figures separately to monitor your PPC efficiency.