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To better understand your brand’s overall digital presence, you can track your brand’s presence in organic search—both in Amazon’s search engine and in Google—using all the rank tracking features available in Conductor. You can add your Amazon store’s URL as a web property in Conductor’s Web Properties activity to start tracking your store’s rank performance across Google search engine results pages. Additionally, you can review your store’s performance in Amazon’s A9 search feature so you can analyze your performance in Amazon SERPs. The A9 algorithm isn’t like a traditional search engine—it’s a search feature that helps you make a purchase from their marketplace. As a result, you need to consider that Amazon rank data is different conceptually from Google rank data (or rank data from other traditional search engines). Similarly, how you follow up on the Amazon rank data you get from Conductor will differ from how you follow up on search engine rank data. Read below to learn more about why this is the case and what you can do with these differences.

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What makes Amazon search unlike a traditional search engine?

Amazon’s goal when serving search results is to return the most relevant results so that the people searching are most likely to buy from Amazon’s marketplace. Amazon’s A9 search algorithm looks at only a few factors to determine ranks for their listings. Conversely, traditional search engine algorithms may use hundreds of signals to determine rankings—with the goal of determining the intent of a search, and the most relevant type of content on the most relevant medium. In short, traditional search engines try to understand the entire context behind a person’s search so they can best answer the query posed by the search. Amazon’s A9 algorithm simply tries to provide the most relevant products that a consumer might buy, based on the keywords they use in the search.

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How are Amazon results ranked?

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Keywords

The keywords one enters when searching on Amazon are essentially a filter of all possible Amazon products. Amazon uses keywords in your content to determine whether it is eligible to rank for a search. To appear for a search, keywords may appear in the title, product description, tags, bullet points, or other enhanced product content. Refer to the Keywords section in the What are the best ways to optimize Amazon content? section below.

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Performance

If your content includes a keyword a user searches for, it is then ranked based on your product’s performance on Amazon. This performance is dictated by all of the following metrics:
  • Your clickthrough rate from the Amazon search engine results page.
  • Your conversion rate from page views of the content.
  • Your total sales volume for the product.
It is important to clarify that Amazon’s algorithm evaluates these performance factors for each keyword. For example, if your product page has a great clickthrough rate and conversion rate for the search term “bucket hat” but not for the term “fishing hat”, Amazon will rank the former higher than the latter.

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Can I “SEO” Amazon Content?

Because rankings are based on a product’s performance for each keyword rather than on-page tactical choices, it may seem like your Amazon content creation does not need SEO. However, many of the same SEO actions you might perform to optimize for SEO on search engines also apply to Amazon. Optimizing your titles, descriptions, images, or other elements in your Amazon content to use your keywords and provide relevant information to consumers helps to provide a positive SERP experience that can improve clickthrough rates, conversions, and sales. This mirrors the reasons a search engine’s algorithm values those same qualities—they suggest you are providing a more relevant answer to the query posed by the keyword.

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What are the best ways to optimize Amazon content?

Here are four ways you might optimize your Amazon content. It’s not an exhaustive list, but it can give you a set of follow-ups for your Amazon data.

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Keywords

Make sure all the relevant keywords you want the product to rank for appear in the content. Remember, you cannot rank at all if the search term does not appear somewhere in the content. Amazon indexes all of the following fields in your Amazon content:
  • Brand
  • Title
  • Bullet Points
  • Description
  • Backend Keywords
  • Further Keywords
  • Product Information
From what we know about Amazon’s A9 algorithm, neither the location nor the number of times the keyword appears in these fields has any bearing on your rank. They simply must include the keyword to rank.

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Specificity

As you list your products on Amazon, determining a specific department or category can help you rank higher when users filter by those departments. For example, let’s say you are listing an espresso machine. If you list the product in the “Home & Kitchen” department, your product may rank higher for the keyword “espresso machine” in the “Home & Kitchen” department than you do for the same keyword in “All Departments”.

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Amazon PPC

Sponsored Products in Amazon search results contribute to the total sales for your product. Because your total sales for a product are one ranking factor in Amazon search, these paid results can actually improve your organic ranks if they increase your total sales. This is a clever way for Amazon to get you to pay more—and it probably should not be your primary tool to improve your rank—but it is another lever you can pull to help optimize your organic Amazon ranks.

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Questions & Answers

The Questions & Answers section on your product listings can provide a creative way to combine Amazon and Google search data. Amazon crowdsources these questions and answers from Amazon users, but you can add and answer your own questions as a way to better inform users about the product and encourage them to buy. To figure out which questions to add and provide answers for, you can refer to People Also Ask results in Google for your product’s keywords. Reviewing these results can help you understand what questions people are asking about your product before they decide to buy so you can answer them in your Amazon listing proactively.

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What data from Amazon does Conductor report on?

To gather data, you’ll specify the brand associated with your Amazon listings. Then Conductor crawls Amazon results pages for the keyword searches you configure for your Amazon brand in the Conductor platform. In Conductor, you’ll see all of Amazon’s first-page results for each keyword, which is between 48 and 60 results. Amazon does not provide monthly search volume data, so these values in Conductor reflect a calculation based on Conductor’s models.

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In which countries can I track keywords on Amazon SERPs?

Currently, you can track keywords in Amazon’s SERPs for the following countries (based on the Amazon store’s URL):

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For which non-Amazon search engines can I report on my Amazon brand in results pages?

Currently, you can report on Amazon brands you track with Conductor on the following Google search engines: