Amazon Keyword Research And Product Relevancy

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amazon fba product research

What is product relevance? It is important for Amazon keyword research. It’s important to understand what makes a product relevant.

Although most Amazon keyword research professionals believe they have a good understanding of what Amazon ranks for, they are mostly educated guesses.

Amazon isn’t going to reveal the secrets of its search engine. Everyone would want their products to rank #1 if they did. Chaos!

These are our top factors for Amazon keyword research and product relevance.

1. Sales velocity and conversion rate

What products are people looking to purchase? Of course, the ones that other people purchase! Amazon uses two metrics to determine what customers want: sales velocity and conversion rate.

What is the conversion rate?

The conversion rate is a business measure that indicates the likelihood of someone buying a product. 

The average conversion rate across most industries is approximately 2.35%. However, top sites convert at 5.31% and higher. Amazon’s conversion rate is, however? It hovers at a staggering 13%

What is sales velocity?

Sales velocity is slightly more complex. It is, however, roughly equal to the number of opportunities (in our case, page impressions), multiplied with the conversion rate, and divided by the sales cycle.

Your brain may have just frozen. My brain did, too. To help you understand how sales velocity is calculated, here’s an example:

  • Your product page can have 3,000 sales opportunities in a month.
  • The average sale is $20
  • The conversion rate is 10%
  • The sales cycle lasts for 30 days.
  • ((3000×20) 0.10 / 30, = 200

This means that your sales velocity is $200 and that you are bringing in approximately $200 per day.

2. Amazon Product title

What if your sales have been very low? This is where Amazon’s next big helper steps in. The product title.

Amazon gives every product a title. Titles do more than help customers find what you’re selling. It also tells Amazon’s search engine A9 what your product is.

Amazon currently allows sellers to include up to 200 characters in their titles. Amazon’s only category is the title, along with a few details in the product listings, until you start to get sales.

It is, therefore, crucial to do proper Amazon keyword research before listing your product or creating the title.

3. Amazon Bullet points

Your bullet points are still as important as the title when it comes to search engine optimization on Amazon. Your five bullet points can be used to add highly relevant keywords that you cannot fit in the title (which has a maximum of 200 characters).

Amazon Bullet points can help customers understand your product better. This space can be used to describe the benefits and features of your product, but keep it concise and to the point. Do not stuff bullet points with keywords or add unnecessary fluff.

4. Amazon Description

Scroll down to find the description of the product. The description isn’t as important as Amazon’s title when it comes to Amazon product research but it can help your customer make the final purchase decision.

Your product description is, in a sense, your closest friend. Your customer may still be unsure if they want to purchase the product after reading the description. The description must be compelling enough to convince the customer to buy the product.

You can add any keywords that are lower in volume to the description if you have not been able to include them in your title or bullet points.

5. Other ranking signals

The A9 algorithm is complex. Although the factors mentioned above are most important for Amazon’s ranking, they are unlikely to be the only ones. Amazon may consider reviews, back-end keywords, and promotions when ranking products.

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