Amazon is a globally developed platform with a vast consumer base. With strong logistics and shipping capabilities, it allows us to sell mechanical manufacturing products worldwide, making them visible to global Amazon customers. This complex transaction process can be managed with an ERP system.
Improving Amazon’s Product Ranking
In Amazon’s current system, a listing usually has three types of rankings: Keyword Ranking, BSR (Best Seller Rank), and Sponsored Keyword Ranking (for advertised listings). These rankings are independent but interrelated.
1. Keyword Ranking refers to a listing’s position on the search results page when a customer searches for a product using a keyword. Many sellers, early in their operations, habitually check their main keywords hoping to find their listing. For instance, we often search for our overhead cranes ranking. If we find our listing in the top two pages, we’re thrilled; however, if our listing doesn’t appear even after going through the first 20 pages, it can be disheartening.
Factors Affecting It: Conversion rate of the keyword, listing weight, and ranking. As a listing’s ranking and weight improve, so does the keyword ranking. If your listing becomes a Best Seller, the keyword ranking will generally appear within the top two pages.
For a newly created listing with low sales and low weight, not appearing within the top 20 pages is normal. Our overhead crane remote controller, for example, has hundreds of search results.
1. BSR (Best Seller Rank): Many sellers frequently check their listing’s BSR. This ranking is straightforward and based on sales volume, updated hourly. Higher sales in a given time frame lead to a higher rank, and vice versa. Although BSR ranking relies on sales volume, an increase or decrease in BSR can also impact the listing weight, which in turn affects keyword ranking.
2. Sponsored Keyword Ranking: This is a separate calculation module. Sponsored keyword ranking depends on keyword bidding and quality scores, which are influenced by factors like listing sales, ranking, and conversion rate.
These three rankings are independent yet interrelated. Due to varying locations, search results may differ. Instead of manually searching for rankings, it’s better to consult the relevant analytics. If your analytics show low traffic, focus on increasing it; if conversion rates are low, work on improving them. Don’t stress about listing position; focus on analytics feedback.
ASINs in Advertising Data Sheets
ASINs are ever-present in automatic advertising. When you run automatic ads, other ASINs will appear in your data sheets as Amazon uses these for a closed-loop of traffic flow, displaying ads on related product pages. If your ad appears on a similar product’s page and a customer clicks on your ad, that ASIN will show up in your ad data sheet.
For Amazon’s advertising system, ASINs are unique; you can’t add them as keywords or deny them. For high-exposure, high-click, high-conversion ASINs, check their relevance to your listing. If too many ASINs are unrelated, re-evaluate your listing details to prevent misclassification. Improvements will show positive results in the next data cycle.
How to Improve Product Ranking
1. Keywords Keywords are essential, almost like the heart of your listing. To optimize keywords:
- Ensure the keywords match the product.
- If keywords are weak, filter and select more appropriate ones.
- Reorganize the selected keywords, which will boost ranking and weight.
2. Product Tags Product tags are a critical optimization point. To personalize, consider how tags match consumer preferences. When tags are accurate, Amazon may recommend your product to the right audience.
3. Store Rating A low store rating affects product ranking and purchase rate. Monitor store indicators regularly and adjust any low scores. Third-party tools can automate improvements.
4. Existing Customers Existing customers greatly boost rankings. During new launches or events, reach out to past customers. Their repeat purchases can help your product be perceived as high quality, leading to recommendations and better rankings.
In addition to these points, it’s essential to pay attention to new customer maintenance. For store ranking improvement, optimize every aspect internally and externally. Explore, try, and create new possibilities.
