Organic positioning on Amazon – Tools and content

75% of online users start their shopping journey directly from the search bar of e-commerce platforms: in the last years, Amazon has actually become one of the most used search engines in the world. For this reason, optimizing content on Amazon is crucial for brands to make their presence as efficient as possible. To do this, the platform itself makes a range of content and tools available to sellers.

What is meant by optimization?

Optimizing content means maximizing SEO and brand positioning on Amazon, leveraging all digital merchandising tools and solutions.

Among those that we define as “digital merchandising fundamentals” we find for example the title, bullet points and backend keywords: all essential elements to bring traffic to your product pages.

While the solutions of “digital merchandising advanced content” include secondary images, A+ Pages and videos: all elements aimed at increasing the conversion rate.

The first element visible to the user when clicking on a product page within the platform is the title: the factor with the greatest influence in SEO optics. Generally, it is advisable to include at least 3 of the most relevant keywords of the category. It is usually composed of: brand, product name, main features and size or size.

Although not visible to users, it is the backend keywords – visible on the administrator side and not visible to the end-user – to represent the second factor that most affects the visibility of a product. For this, it is necessary to enter between 10 and 15 most relevant keywords for the reference category, within the maximum allowed characters.

For both titles and keywords backend is forbidden to use sensitive language at cost and time (such as “new”, “today”, “offer”) special characters, and also mention brand competitors.

Inside the Amazon product page, there are two other textual elements: bullet points and descriptions. Although less relevant in terms of SEO, it is advisable to include keywords related to the category of reference.

Bullet points are below the title and show the most important features and functions of the product. Each bullet point can have a maximum length of about 250 characters.

The description is instead positioned at about half of the product page and is a space that can be used to further enrich what is already anticipated by the title and bullet points.

As for images, it is important to make a distinction between main and secondary images.

The main image is the first image on the product page, and is also visible on the search results page: it must represent only the product, on a white background, and be high resolution.

In addition to the main image, always mandatory, you can show on the product page additional secondary images, which are not subject to the same limitations as the main images: they can show the product in use, and contain texts and logos. Images of this type are also called “power images“, as they highlight the main features and advantages of the product, increasing the conversion rate of users.

What is an A+ Page?

The optional A+ Page appears on the product page and consists of a maximum of 5 customizable modules (7 for Premium A+ Pages) that allow you to combine text and images, for an even more in-depth product description. It is not indexed and therefore has no relevance in terms of SEO, but offers an effective space to convey the values and messages typical of the brand, with a direct impact on brand awareness, brand affinity and conversion rate.

Here is an example of Page A+ created by Witailer:

What is a Brand Store?

The Brand Store is a showcase for the brand within Amazon that allows you to give more visibility to the brand and its selection of products. It can contain multiple pages and subsections, within which you can organize at will the different modules available, such as images, videos, texts and product grids. It is accessible organically via a product page or unique link, but can also be used as a landing page for sponsored campaigns.

When creating a Store, it is advisable to maintain a simple structure, optimized for mobile, use high-definition images and take advantage of all the most innovative modules that Amazon provides. In case of new launches or special events, you can create an alternative version of your Store and schedule its publication for certain periods of time.

Here is an example of Brand Store created by Witailer:

What other factors influence the organic positioning of products?

There are other factors that influence the organic positioning of products within the SERP, such as:

• Sales: Amazon prioritizes the ranking of the so-called “long-selling products”, that is those products that are sold a lot and for a long time;
• Pricing: Amazon has always positioned its products in line with the lowest prices in the market, and it is for this reason that, generally, a product with a higher than the average price will have more difficulty positioning;
• Reviews: as it might seem discounted to specify, the more a product enjoys positive reviews, the more that product will be privileged in the ranking (and vice versa for negative reviews). But the “reliability” of the reviewers also counts. In principle, to enjoy a good positioning in SEO optics it is advisable to maintain a rating/ reviews ratio higher than that of competitors (generally from 4 “stars” and up).

The Amazon world is constantly evolving and often the criteria of its algorithm are, as well as invisible to sellers and users, constantly updated. There are general rules to follow – like those just explained – but there is definitely no magic rule that allows you to position yourself on top of the Amazon SERP and stay that way forever: every seller and every product has different characteristics and needs, which should be specifically understood and analysed in order to identify the most appropriate strategy.