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How to Improve Your Amazon Ranking

It's crucial for sellers to grasp the Amazon product ranking algorithm in order to improve the visibility of their products and, consequently, increase sales. Let's break down how this algorithm works, as well as how to create a listing for a product that sells effectively, and discuss practical ways to improve your product's ranking.

How Does the Amazon Product Ranking Algorithm Work?

The inner workings of Amazon's algorithm are complex and influenced by a myriad of factors. The last Amazon Algorithm update doesn’t have any official name, but users have named it “A10” for simplicity. So, in the section below, we'll discuss the main ranking factors, and then explore how to use them to a seller’s advantage.
  • Keywords: The algorithm focuses on the keywords included in the listing, helping to determine the relevance between the buyer's query and your listing. Keep in mind, you need to make sure the keywords you use blend in naturally, making your text user-friendly and attractive to the Amazon search algorithm.
  • Seller Authority: Metrics like feedback rating and performance directly influence your product's Amazon ranking. Choosing fast and reliable FBA as a fulfillment method can also positively impact rankings, as Amazon promotes its own services. FBA can also decrease the chances of receiving negative reviews due to slow delivery times.
  • Sales History: A product's sales performance, based on factors like the number of units sold and revenue generated, also influences ranking. Amazon's algorithms favor products with a strong sales history. This results in higher visibility and placement in search results.
  • Click-Through Rate (CTR): A higher Click-Through Rate (CTR), which refers to the percentage of people who click on a listing after seeing it in search results, tells Amazon that the product is interesting to users. Essentially, a high CTR suggests that customers might like the product, prompting Amazon to prioritize it in their search results.
  • Conversion Rate: Not only does the number of clicks matter, but also the number of completed sales. A high conversion rate signals that the product converts interest into actual sales, so Amazon is more likely to prioritize that item in their search results
Understanding and optimizing these factors can boost your visibility, credibility, and overall success on Amazon. Now, let's explore how to apply this knowledge in practice.

10 Ways to Rank Higher on Amazon

In the section below, we've highlighted the top 10 most effective methods for enhancing product visibility on a popular marketplace. It’s time to look at specific tips on each ranking factor and use them to find out how to rank higher on Amazon.

Tip 1. Optimize Your Amazon Listing

To enhance the visibility and relevance of your product on Amazon, you’ll need to include an effective listing. This includes numerous actions:
  • Detailed keyword research. You need to find the most promising keywords that are likely to attract potential customers in search results. It’s important to keep in mind that this doesn’t necessarily mean you should choose the most high-frequency keywords, but rather the most relevant ones.
  • Similar product listings analysis. Study the listings for similar products to learn about their strategies, features, and keywords. This analysis will help you understand market trends, customer preferences, and how to present your product in a more compelling way.
  • Text optimization. Optimize the textual elements of your product listing, including the title, bullet points, backend keywords, and product description. Incorporate the keywords you’ve found within the text naturally, but be careful not to overspam.
  • Focus on a customer problem. When writing text for a product, focus on highlighting its value to customers and the problems it can solve. Rather than just listing features, emphasize how the product will benefit buyers.
  • Follow Amazon’s guidelines. Amazon requires user-friendly listings that are informative and accurate. Avoid promotional language, special characters, and excessive capitalization. It's crucial to follow these and other rules set forth by Amazon to avoid promotion issues. Remember, these guidelines are updated regularly, so keep a keen eye on them.
  • Image optimization. Use high-quality images that showcase the product from different angles. Follow Amazon's image guidelines to ensure compliance. Consider adding lifestyle images to help customers visualize the product in real-life scenarios.
This process may seem simple at first, but it's not. It requires collecting and analyzing a significant amount of data, investing a considerable amount of time, and having the necessary knowledge to ensure that you don’t encounter errors. If you’d rather not delve into these details, or you’re afraid of making costly mistakes, you may want to seek assistance from Amazon experts.
1. Make Use of a Listing Optimization Service
You have the option to boost your Amazon listing's SEO using services from Sellerhook. Their specialists will create a list of keywords, and optimize your product title, bullet points, and description, making the process of creating an effective listing simple and efficient.

1. Place an Order. Visit the Sellerhook website, enter your email, and make a payment to book your service.
2. Provide Product Insights. Share your product details, including the name, your target selling country, and a photo. This helps Sellerhook’s specialists understand the core essence of your product. Include links to competitors’ products within the category and what types of variations your product will have. If your product is already listed on Amazon, share the link. Tell us why you want to make changes to the current listing, and Sellerhook’s experts will handle all the necessary improvements.
3. Get Ready-to-Use Materials. Enter your contact info and receive your fully optimized listing materials within 10 business days, including a title, bullet points, keywords, and a description.
Before placing an order, you also have the opportunity to preview a sample listing for free. Provide an email address to get all these materials right away.
Receive Your Own Amazon Listing Optimization Report
2. Do Manual Keyword Research
If you want to optimize a listing yourself, you can. However, without specialized tools, choosing effective keywords and deciding how to use them can be difficult. Tools like AMZScout’s Keyword Search and Reverse ASIN Lookup can assist you in various aspects of yojr keyword research process.

Below, you can find out how to search for relevant keywords with the help of AMZScout’s Keyword Search:
These examples serve solely as illustrations and should not be construed as recommendations or an assurance of success.
1. Open the AMZScout Keyword Search.
2. Input a keyword related to your product or niche. If you sell coffee makers, you can type in a more general term like “Coffee maker”, or be more specific, for example “Keurig coffee maker” or "Espresso coffee makers”, to get more diverse variants.
3. Investigate related keywords. Take note of other keywords commonly used in conjunction with your chosen one in the system. Pay special attention to related keywords with the highest search volumes, and aim to discover more synonyms to broaden the list. But you can also choose those with lower search volumes too. Additionally, you can check the history of keyword performance to help you understand if the level of demand is stable.
4. Compile a List of Keywords. Based on your research, you can create a list of words and phrases that correspond to your product. Compile a broad list of keywords with high search volumes, incorporate relevant low-frequency ones, and add them to your listing wisely.
Utilize the keywords you discovered to enhance the visibility of your product in search results. Additionally, use these keywords when setting up PPC campaigns.

In addition to the AMZScout Keyword Search, you can also take advantage of AMZScout Reverse ASIN and discover the keywords used in listings for other related and top products. Here's a simple guide on how to use this tool:
1. Open the AMZScout Reverse ASIN Lookup tool in your web browser.
2. Use ASIN to find keyword ideas. Type in the ASIN (Amazon Standard Identification Number) of a competitor or a product within your niche. The tracker will reveal associated keywords, sparking new ideas for your listings or advertisements.
3. Gauge the monthly search volume. Obtain insights into how frequently a product is searched and its potential visibility with the estimator.
4. Choose your main keywords. Check search volumes and see which keywords’ products rank higher in Amazon’s organic search. Prioritize them accordingly. Most likely, the keywords with more favorable positions in search results generate the most traffic and, consequently, the highest sales.
If you have identified any new keywords through this research, add them to the list you’ve created with the assistance of AMZScout’s Keyword Search in the previous step. However, be sure to prioritize them correctly, place them in your text organically, and adjust them as needed based on the changing trends of customer behavior. If this task seems too complicated, or you want to get help from Amazon experts, you can seek assistance from special services, like Sellerhook.

Tip 2. Work with Seller Authority

It's vital to build and uphold a positive seller reputation. Do this by addressing customer concerns promptly to help you maintain a high feedback rating. Meet performance metrics, such as a low cancellation rate, and ensure high product quality as well as timely order fulfillment to establish yourself as a trustworthy seller.

Tip 3. Optimize Your Sales Strategy on the Basis of Historical Data

  • Looking at your Amazon sales history might help to guide the future direction of your online business.
  • Monitor seasonal trends to adjust your marketing strategies.
  • Understand customer behavior and analyze order frequency, average value, and popular product combinations.
  • Conduct competitor analysis for differentiation and improvement.
  • Monitor how your advertising performs: analyze ad campaign conversion, ACoS (advertising cost per sale), and TACoS (total advertising cost per sale) metrics. Based on this analysis, optimize and make decisions. Shut down underperforming campaigns and avoid using keywords that aren't effective; instead, expand on successful ones.

Tip 4. Improve Your Click-Through Rate (CTR)

Invest in eye-catching main images and compelling product titles to boost your click-through rate (CTR). Use A/B testing to improve elements like product images and titles that affect CTR. Update your product listings regularly, since the keywords people use in their searches can change over time.

Tip 5. Increase Your Conversion Rate

Make sure your item listings are accurate, informative, and meet customer expectations. Use A+ content to improve your product descriptions and share extra information. Include multimedia content like engaging videos to highlight product features and increase conversion rates.

Tip 6. Study Reviews

Metrics like feedback rating and performance significantly influence Amazon's ranking algorithms. These signal to Amazon that the product is successful among customers, which is a positive indicator for the marketplace. Encourage customer feedback and monitor negative comments. Include a note in your packaging or use automated email campaigns to help you collect comments. And always comply with guidelines regarding inserts, and never pay a reviewer!

Promptly address any issues if they arise. If you want to gain more positive reviews for quick delivery and order processing, you can choose the quick and reliable Fulfillment by Amazon (FBA) method.

Finally, remember that negative feedback is not necessarily a bad thing. While it might seem non-intuitive, negative feedback can provide valuable insights into areas where you can improve. Use negative feedback as an opportunity to identify weaknesses in your products and address them. Respond to each negative comment professionally and constructively, and don’t be rude.

Tip 7. Work with Amazon Pay-Per-Click (PPC) Advertising

Begin by defining your goals, whether it's driving sales, enhancing brand visibility, or improving organic rankings.

Make sure to choose keywords that are relevant to your products and have sufficient search volume. Include a mix of broad and specific keywords to capture a wider audience. Regularly review and update your keyword list based on performance and changes in market trends. Broaden your list of keywords, experiment with different match types to see which ones work best for your products. This continuous optimization will help you reach the optimal customers and improve the effectiveness of your PPC campaigns over time.
Begin by defining your goals, whether it's driving sales, enhancing brand visibility, or improving organic rankings.

Make sure to choose keywords that are relevant to your products and have sufficient search volume. Include a mix of broad and specific keywords to capture a wider audience. Regularly review and update your keyword list based on performance and changes in market trends. Broaden your list of keywords, experiment with different match types to see which ones work best for your products. This continuous optimization will help you reach the optimal customers and improve the effectiveness of your PPC campaigns over time.

Tip 8. Manage Your Inventory

Monitor your stock levels, reorder products promptly, and use Amazon's tools for sales forecasts to avoid running out of stock. High cancellation rates due to inventory issues can harm your seller metrics, affecting customer satisfaction and overall performance. Review and optimize your inventory management regularly to ensure that you’ll make a good impact on the platform.

Tip 9. Use Amazon FBA

Join the Fulfillment by Amazon (FBA) program for faster shipping. FBA lets you store products in Amazon's centers for swift, reliable shipping, improving customer satisfaction. Aligning with this program can lead to better customer service and, therefore, a higher overall ranking.

Tip 10. Use Social Media to Drive Traffic

Utilize social media platforms to create awareness and drive traffic to your Amazon listings. The more traffic your listing attracts, the higher your sales are likely to be. Share engaging content, promotions, and product highlights to attract potential customers. Social media can serve as a powerful tool to complement your Amazon marketing efforts and help you expand your reach beyond the platform itself.

You can focus specifically on working with TikTok influencers for advertising. This platform is highly popular and has the potential to generate substantial traffic and positive reviews. Collaborating with TikTok influencers can provide your product with increased visibility, leading to potential growth in both traffic and sales.

Applying the above tips to various aspects of the algorithm enables sellers to build a stronger and more effective Amazon selling strategy.


Achieving a higher rank on Amazon is important for driving sales and increasing your profits. It’s best to start with product listing optimization, as this is one of the most essential ranking factors. A successful strategy goes beyond optimization techniques and focuses on product quality and customer satisfaction. This overall approach improves visibility and provides a positive customer experience, improving your ranking on Amazon.
Receive Your Own Amazon Listing Optimization Report

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