8 min read By Rick Wong  Updated May 09, 2026

Securing real estate on page one of Amazon search results is only half the battle. Once a shopper clicks your listing, the product description must execute the heavy lifting of conversion rate optimization.

A poorly structured description does more than just lose a sale; it signals to Amazon’s A9 algorithm that your product is irrelevant to the search query, steadily degrading your organic rank. 

It dictates organic indexing, lowers ACoS, and drives conversion velocity. Drawing from A9 reverse-engineering, this guide skips the basic platitudes to break down the semantic frameworks, mobile UX rules, and 2026 HTML standards you need to dominate the SERPs. Here is the technical framework for crafting descriptions that satisfy the algorithm and convert the traffic.

Benefits of Having Detailed Amazon Product Descriptions

Online consumers cannot physically see or touch your products before its bought. So having a detailed Amazon product description can help them imagine and understand what you offer. This will then affect their buying behavior. The quality of information you put out there, and how well the product descriptions are written, can also be a reflection of your brand’s value and credibility. Optimized product descriptions can also help customers easily find your products in Amazon’s search engine results pages as writing good and informative content may also give you Amazon ranking benefits.

The Mobile Inversion: Why Your Description Placement Dictates Conversions

Most Amazon sellers optimize their listings while staring at a desktop monitor. On a desktop browser, the product description is buried deep below the fold, pushed down by sponsored carousels, bullet points, and the buy box. This creates a false assumption that the description is an afterthought.

Open the Amazon mobile app. The architecture flips.

On mobile devices—which account for the overwhelming majority of Amazon’s traffic—the product description renders above the bullet points. Shoppers see your title, the primary images, the price, and then they scroll straight into the product description. If your description is a dense, unformatted wall of text, you will lose the mobile conversion.

Writing a high-converting description requires a mobile-first philosophy. Keep paragraphs short. Limit them to three sentences maximum. Utilize the allowed HTML line breaks (<br>) to create white space, giving the reader’s eyes a place to rest. You are not just writing for the A9 algorithm; you are formatting for a highly distracted mobile user scrolling on a six-inch screen. If the first two sentences do not immediately validate the user’s search intent and state the primary mechanism of the product, the bounce is inevitable.

Navigating Amazon’s Strict HTML Guidelines in 2026

Amazon has systematically stripped away the ability to use complex HTML in standard product descriptions to maintain a uniform aesthetic across its catalog. Attempting to inject unsupported legacy code will result in your listing being suppressed or the code rendering as raw text, destroying your brand credibility.

This is where outdated advice actively harms sellers. Many old guides suggest you can use paragraph tags or bolding. You cannot. As of 2026, Amazon’s official policy explicitly dictates that line breaks (<br> or </br>) are the only permitted HTML exceptions in a standard product description. That is the entire extent of your formatting toolkit. Do not attempt to force unordered lists, italics, bold text, or font color changes.

Instead of relying on code for emphasis, use structural formatting. Capitalize the first few words of a new paragraph to simulate a subheader. Use permitted line breaks (<br>) to create white space for mobile readers. You have 2,000 bytes (every character must serve a distinct purpose without violating the strict formatting rules).

To help you write good product descriptions, we have provided Amazon product description guidelines below. We divided them into two parts: the do’s and don’ts.

Do’s in Writing Product Descriptions

Here are some best practices when writing an Amazon product description:

1. Know your customers

The product description is more convincing when it is written from a customer’s perspective. Your tone and style of writing must be appealing to your target audience. You can do this by identifying your buyer personas, and by familiarizing yourself to each segment. Then, list down which information each buyer persona may want to see when buying the type of product you offer and include them in your descriptions.

2. Research about your products

If you’re offering different types of products, be sure to research and include crucial details and benefits of each item in their descriptions. For example, if you’re offering carpets, it’s best to indicate the type of material used in your product (i.e. fur, wool, etc), its size, how to clean it, and more. You may also indicate some benefits of using what you offer (the best things about fur, etc.) Focus on the details that can make shoppers hit the “Add to Cart” button.

3. Help the shopper experience the product

When we say help the shoppers “experience” your product, we mean indicating sentences that can appeal to the readers’ sense of touch, smell, or taste. For example, if you’re selling perfume, you can use words that would help the shopper get a glimpse of how each perfume smells. You can mention adjectives such as “fruity,” “floral,” “musky,” “mild,” etc.

4. Promote product benefits over product features

When customers search about a product, they are usually aware of their main features. You can list the basic information and specifications of your products in bullet points, while you can utilize the product description’s space to promote its benefits. Remember that not all customers can understand technical specifications, so it’s best to explain them in layman’s term, using simple and easy-to-understand words.

5. Include keywords for Amazon A9 Algorithm

Aside from potentially enticing customers to purchase your products, you can also get Amazon SEO benefits from writing detailed product descriptions. You can do that by researching for the most searched keywords that are related to your products on Amazon’s search engine, and including these keywords to your product titles and descriptions. Some other factors that may affect your ranking on Amazon’s search engine include your sales history, conversion rate, stock availability, and product reviews.

Don’ts in Writing Product Descriptions

On the other hand, here are some of the things you need to avoid when writing Amazon product descriptions:

1. Plagiarism

While it’s wise to stay updated on your competitors and learn from their best practices, please do not copy and use their descriptions or even product descriptions outside Amazon (i.e. descriptions from the manufacturers of your products). Plagiarism can negatively affect your SEO ranking, and may also set you up for copyright infringement.

2. Publishing Raw, Unedited AI Generated Description

While utilizing LLMs Amazon listing optimization is a mandatory tool for scaling your content operations, publishing raw, unedited AI output is a conversion killer. Sophisticated buyers instantly recognize robotic cadences and generic filler. 

Furthermore, LLMs frequently hallucinate technical specifications. Use AI to build your structural drafts and generate semantic keyword clusters, but human intervention is non-negotiable. You must manually inject your brand’s unique voice, verify factual accuracy, and calibrate the psychological triggers that ultimately close the sale. To see exactly how to properly train an AI model on competitive data before generating your structural drafts, watch our step-by-step ChatGPT listing optimization workflow below:

3. Going overboard with marketing terms

Modern consumers are highly skeptical and can detect overselling instantly. Avoid clogging your 2,000-byte limit with subjective, unquantifiable filler like “state-of-the-art,” “the best on the market,” or “highest quality.” Instead, replace adjectives with data. Use your character count to provide objective, fact-based features that translate directly into tangible user benefits.

4. Publishing without proofreading

Never underestimate the value that proofreading gives to content creation. Proofreading your content before publishing can help you avoid typos, grammatical error and wrong spellings which may also turn off buyers. At the end of the day, a well-written product description can help make you look more professional and trustworthy to online shoppers.

How to Write Good Amazon Product Descriptions

Executing a high-performing listing requires a precise blend of algorithmic optimization and consumer psychology. Because compliance standards shift rapidly, it is critical to routinely cross-reference your copy with the official Amazon Product Detail Page Rules. Here is the technical framework for 2026:

1. Include only product-related information in your descriptions

In writing content, relevance is important. Therefore, any added information you add on your descriptions that are not related to your product may be considered as noise. Claiming product features or anything that doesn’t go with the product lead to negative reviews and rapidly degrade your Amazon conversion rate by category, so be sure to stick with the facts.

2. Write in a clear and concise manner

The shorter and more straight to the point your product descriptions are, the better. Aim for catchy sentences, and get the most important details across right away. Take note that you only have a few seconds to catch the attention of the customer, so having lengthy product descriptions may drive them away. Focus on the benefits and top features of your products, and keep in mind the 2,000-character limit.

3. Strictly Adhere to Amazon’s 2026 HTML Policies

This is where outdated advice actively harms sellers. Amazon has systematically purged unsupported HTML from its ecosystem. Do not attempt to use bold tags, paragraph tags, or JavaScript. As of 2026, Amazon’s official policy explicitly dictates that line breaks are the only permitted HTML exception in a standard product description. Injecting legacy code will result in the code rendering as raw text to the consumer or trigger an immediate algorithmic suppression of your listing.

4. Avoid filling your descriptions with meaningless adjectives

Gone are the days when flowery words and overselling are effective in marketing. Online customers in this generation are more observant and skeptical, and they can see through false claims, click baits and superlative words that just aim to catch attention. Therefore, it is best to focus on objective and factual information about the products you offer, instead of using meaningless adjectives (i.e. the best of the best, highest quality, top-grade, etc.) in order to sell your product. Avoid overpromising as well.

5. Be sure to match the product description to your product images

Before publishing your product description, double-check if it matches the appearance of your product in the images you will upload. For example, be sure that the list of the product’s color options are correct. If you will mention in the product description that your item comes in red, black, white, silver and blue colors, you should also upload images with all the color variants you mentioned in the description field for consistency and credibility purposes. The product size and/or weight you will include in your product description must also be accurate, and must be appropriate based on what’s in the photos you will upload.

6. Leverage the A+ Content Indexing Technicality

If your brand is enrolled in Amazon Brand Registry, you will eventually replace your standard text description with A+ Content. Visually, the rich text, high-resolution lifestyle images, and comparison charts will overwrite the old text block on the consumer-facing frontend.

However, the standard product description still exists in the backend architecture.

Amazon’s A9 algorithm continues to crawl and index the legacy text description even when A+ Content is active. This provides a distinct SEO advantage. You can utilize the standard description field to house highly relevant backend search terms Amazon, colloquial misspellings, and secondary Spanish keywords that you do not necessarily want plastered across your premium A+ imagery. Write the standard description first, optimize it heavily for A9 indexation, and then deploy your visual A+ Content over it to secure the conversion.

Conclusion

The era of keyword-stuffed text is over. Winning page one in 2026 requires a precise approach: you must feed the A9 algorithm with semantic entities, format for the inverted mobile UI, and strictly adhere to Amazon’s purged HTML constraints.

Furthermore, while generative AI provides the baseline scale to execute these updates, human editors must provide the final conversion psychology. Never publish raw LLM output, and always ensure your written copy is flawlessly synchronized with your visual assets to prevent cognitive friction and protect your return rates.

Routinely optimizing a massive catalog to meet these rapidly shifting compliance standards requires significant operational bandwidth. If executing these technical requirements internally is too resource-heavy, leveraging professional Amazon Listing Optimization Services can provide the strategic execution required to fortify your search visibility and maximize your organic market share.

FAQ: All Questions Asked on How to Write Amazon Products Description

The post How to Write a Good Amazon Product Description: 2026 Guide appeared first on SellerMetrics.

In this guide, we’ll dive deep into what the Amazon A9 algorithm is, how it works, and provide actionable strategies to optimize your listings for higher rankings and better sales.

What is the Amazon A9 Algorithm?

Amazon’s A9 algorithm is a sophisticated mathematical formula that is designed to match customer search queries with the most relevant product listings. It determines the ranking position of a particular product listing in response to a given search query. 

How Does the A9 Algorithm Work?

The A9 algorithm includes several factors to compute a search rank for a given product. While the exact weighting of these factors (the secret sauce) is unknown, there is a general understanding as to what the ranking factors are and which ones are more and which ones less important. The A9 ranking factors can be broken into two categories:

• Relevance Factors: How closely a product listing matches a customer’s search query.
• Performance Factors: Metrics such as click-through-rate for a given keyword, sales velocity, conversion rates, user reviews and so on.

Relevance Factors

A9 determines relevance by analyzing keywords within product titles, bullet points and backend search terms (Search terms optimizer Amazon). Proper placement of relevant keywords ensures that your products appear for the right search queries. Consider this step one: if your listing copy does not include a relevant keyword, the A9 algorithm has no way of matching it with a keyword. That is why optimizing Amazon product listings by including relevant keywords is so important.

Performance Factors

Performance factors are more tricky as Sellers cannot directly control them. They include:

• Click-Through-Rate (CTR): The share of shoppers who click through to a listing page from the search results page. 
• Sales Velocity: The frequency of purchases for a product.
• Conversion Rates: The percentage of visitors who purchase after clicking on a product.
• Customer Reviews: Higher ratings and positive feedback improve rankings.
• Fulfillment Method: Products fulfilled by Amazon (FBA) often rank higher due to better delivery times and reliability.

A9 Ranking Factors Explained 

Fully understanding the A9 ranking factors is key to engineering your Amazon success, rather than hoping for the best. What makes the Amazon A9 algorithm unique is its emphasis on conversion or “purchases” that the customer has made. For example, if all things are equal on the search term “Garlic Press,” product A gets 40 conversions on this search term, while product B gets 30 conversions, product A should rank relatively higher than product B (More on this topic: Amazon search terms report).

Click-Through-Rate (CTR)

CTR is sort of a filter metric: If shoppers do not click on your product when they see it popping up in Amazon search results it is a clear sign that your product is not a good fit for the search query. As a result it will likely move down in rankings for the keyword. On the other hand, if your listing captures many clicks, then this will help your product move up. CTR can be improved by optimizing listing titles and by making sure that your pricing is competitive.  

Sales Velocity

The sales momentum of your ASIN, based on a moving average of a date range. This date range is highly speculative, but it is estimated to be around 30 days. That is why there are a lot of questions about ranking and sales momentum from the Amazon seller community. Also why it is hugely important to stay in stock.

Sales Rank

Sales Rank or Amazon Best Sellers Rank (BSR) is a number rank assigned to every single product in the Amazon product catalog once it’s had a sale. BSR is generally used to gauge how well a product is selling on Amazon in its category. BSR only applies to the category and sub-category of the product, not Amazon as a whole.

For example, you may very good sales and rank #5 sellers in your category. Yet, that’s no indication of how well you’re doing on Amazon in its entirety. Thankfully, your rank on Amazon itself doesn’t matter, but your BSR in your subcategory or category definitely does. A customer will always trust a high-ranking product more than a lower-ranking one.

Amazon is unclear on the actual calculations behind BSR. Based on research, most experts agree it involves 3 key factors. Product sales (both recent & historic), product price changes or promotions, and naturally, any competing products. While more weight is definitely put on recent sales, historical sales are taken into account. This means your BSR will not fluctuate too drastically as long as you have a good sales history.

Reviews

There is a noticeable rank or algorithm boost due to the number of customer reviews you have on your ASIN. Although, there is a diminishing return as more reviews you collect. There is a bigger rank difference between a product with 0 vs. 100 reviews than 1000 vs. 2000 reviews. There are soon automation tools out there, such as FeedbackFive, that can automate the process of after-sales service on Amazon that can potentially up your review count.

Fulfillment Method

Amazon will give preference to products that are Fulfilled by Amazon (FBA) over alternatives. This is centered around customer satisfaction, as FBA products are eligible for 1-2 days prime shipping. If you want to succeed in the Amazon game with a competition using FBA, enrolling in FBA is a must.

Positive Feedback Loop “Flywheel Effect”

A lot of sellers are looking for that one tactic to be successful on Amazon. This pandemic of finding that one “magic pill” is exacerbated by Amazon gurus, influencers, and service providers looking to give the audience what they want.

Unfortunately, the truth is there is not one tactic that allows you to be successful on Amazon for the long term. What needs to happen is that multiple positive effects need to work together. This in turn creates a positive feedback loop. This positive feedback loop allows the Amazon A9 Algorithm to get a full picture of whether your ASIN is really giving the customer what they want. Amazon has a term for this, and it is called the “Flywheel Effect”.

If the above steps on the flywheel do not work together in tandem, the positive feedback loop will stop. For example, if you concentrate on a tactic that gets you more clicks, but your conversion rate is bad relative to the competition, the A9 algorithm will not give you a net positive rank relative to your competition even though you have driven more clicks to your listing.

Amazon A9 vs. Google’s Algorithm

While both algorithms aim to deliver relevant results, their priorities differ. Google emphasizes content quality and backlinks and as a metric CTR (click-through-rate) trumps all other performance metrics. In contrast to that, Amazon’s algorithm goes one step further and also considers sales.

The reason therefore is simple: Google’s revenue model is based purely on ad clicks. Google ads generate sales when shoppers click. As a result Google is less concerned with the actions users take once that click has occurred (also Google does not have access to this data). 

Amazon on the other hand generates revenue when shoppers buy products (for organic search results). It is thus imperative for Amazon to optimize search results not just for CTRs, but ultimately product sales and revenue. Thus products with lower CTRs may outrank listings that attract many clicks but do not convert as well.  

Unlike Google, which emphasizes information retrieval, A9 focuses on maximizing sales and revenue. This dual focus on relevance and performance is what sets it apart. Sellers transitioning from traditional SEO to Amazon SEO must thus shift their focus to product performance (more about our Amazon SEO Services and find a detail overview of popular Amazon SEO Tools).

How to Optimize Product Listings for the Amazon A9 Algorithm

The first step and probably the most important step is to have your product listing optimized (Amazon Listing Optimization Services). Time spent on optimizing product listings is time well spent. It will give you the most leverage on your listings. Having your product listing converting at 15% versus 20% is a huge difference. It will lower your cost per sale and hence increase your sales and profit materially. Here is how you can get started with optimizing your listings for the A9 algorithm:

1. Keyword Research

Start with comprehensive keyword research to identify high-volume, relevant terms for your product. Make sure to select keywords your listing can realistically rank for in a top position. Picking long-tail keywords is often a better strategy than selecting uber-competitive short keywords. 

2. Optimize Product Titles 

Titles should be within the 200 character limit, do not repeat words. Make sure to use one main keyword phrase at the beginning of the title. Then add information about the variation (size, color, model) right after. A good title format should look like the below.

{main keyword 1} – {variation} – {words in search term the describes product 1} – {words in search term the describes product 2….} – if it is an accessory to a main product add: “for {main product} – by {Brand}

3. Bullet Points

5 bullet points that can further expand on the benefits of the product. Try to speak to the audience. Add keywords into the bullet point if it makes sense. Make sure it makes grammatical sense when incorporating the keywords.

4. Product Descriptions

The product description affects the A9 relatively less than the bullet points and titles. Feel free to describe and let the reader envision how using the product can relieve their pain point. Clarify potential questions about your product, such as is there a product warranty? What does the package include? Is anything the customer might need sold separately?

5. Backend Keywords

Once you have optimized the front-end of your product listing- title, description, images, A+ Content – it’s time to optimize the backend.

The backend search terms are on the backend of the listing and are not customer-facing. It is one of the data points picked up by the A9 algorithm that is used to match customer searches. You will fill in the backend search term field within 249 bytes limit restrictions, excluding spaces or punctuation such as a comma. 

6. Leverage A+ Content

While A+ Content does not directly impact the A9 algorithm, it can help improve conversion rates. Include comparison charts and use this space to answer common customer questions and highlight unique product features.

7. Optimize Images

Make sure your main image is of high quality, very clear, and crisp with white background. Make sure your product takes up as much white in the background as possible, as you can make an impression on the thumbnail of the search results. Other photos you should have are product call out, instructional photos, and lifestyle photos.

Leverage Amazon Ads to Optimize Amazon SEO

The Amazon in-platform paid advertising has a direct effect on the organic ranking of the product (Amazon Ads Management Services). This paid-to-organic traffic relationship is very different from other platforms. For example, on Google ads, if the customer searches and clicks on your Google ads, there is no direct effect on the organic ranking of that keyword (Google Ads for Amazon Listings).

On Amazon, the story is different. The factors that help influence Amazon’s organic ranking also influence Amazon’s paid search ranking. Meaning the goal of Amazon’s organic ranking algorithm is to serve products that are high on relevance and in buyability. Read our blog post on the relationship between Amazon SEO and PPC to learn more about this.

Another way to use Amazon PPC is to improve the optimization of your product listing by looking at the converting search terms’ metrics. The true litmus test on keyword relevancy is sales. With Amazon PPC, you can attribute keywords to their sale, giving a true read on the keywords’ relevancy (Amazon SEO Tools).

So regularly look into your Amazon PPC campaigns’ reports, make sure that your listing has those keywords that have been attributed to a sale. Continue to iterate this process to make sure your listing is as optimal as possible with the strongest keywords (How to drive external traffic to Amazon).

A10 Algorithm

Amazon updated its A9 algorithm in 2020, leading to some interesting changes that altered seller’s ranking strategies.

The A10 algorithm is very similar to the past algorithm. The only real difference is that it places less weight on PPC or sponsored links, and more on product relevance. Amazon has always had a Consumer First mentality, so product relevancy is now the top priority. This does NOT mean that PPC is no longer useful! It is still integral to a successful Amazon FBA business… However, it does mean that listing optimization is now more important than ever (Amazon Advertising Management Services).

Amazon Search Algorithm 9-Step Checklist

1. Conduct in-depth keyword research.
2. Optimize product titles and bullet points.
3. Use effective backend keywords.
4. Add high-quality, optimized product images.
5. Include A+ Content in your listings.
6. Monitor and encourage positive customer reviews.
7. Analyze search term reports regularly.
8. Use PPC campaigns to enhance rankings.
9. Continuously test and refine your strategy.

How SellerMetrics can help your listing optimize further for A9

As mentioned above, to get a stronger read on the relevancy of your keywords, you should regularly look into your Amazon PPC metrics. Ensuring you are 1) driving traffic from relevant keywords and 2) having these relevant keywords in your product listing will be very conducive to the Amazon A9 algorithm.

Our Amazon PPC Software, SellerMetrics, has an analytics feature that will allow you to see Search Terms and Keyword with their related metrics performance with just a few clicks of a button. You will no longer need to be running and downloading multiple reports and between multiple accounts on the Amazon advertising interface.

Use this feature to analyze your search term and keyword data by date range, then filter out your metrics (ACoS %, Orders, Sales etc) further by using the filtering dropdown.

The sort your filter Search Term/Keywords data by its orders/sales to find the top performers.

Our product’s beauty is our unified accounts feature, which consolidates all your Amazon accounts data into one screen. This unique feature, not offered by any of our competitors, will save time and optimize your analysis workflows. This is an amazing feature to have if you manage multiple accounts, such as Amazon PPC agencies.

Conclusions: The Importance of Understanding the A9 Algorithm

Mastering Amazon’s A9 algorithm is essential for boosting visibility, increasing sales, and staying ahead in the competitive marketplace. By focusing on relevance, performance, and strategic optimizations, you can ensure your products reach more customers and drive higher conversions.

If you have questions or insights to share, please feel free to post them via the comments section. Please also consider joining our Facebook Group where we discuss any questions you may have about running an Amazon business.

We are SellerMetrics, our Amazon PPC tool helps Amazon sellers, brands, KDP Authors and agencies navigate Amazon Advertising PPC via bid automation, manual bid changes, and analytics.

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In this article, we will be digging into the strategies you need to scale not only your Amazon PPC campaigns but your total Amazon sales. Also, do you know many businesses are leaving money on the table by using Amazon advertisements as a break-even? We meticulously explain why Amazon PPC can be a technique to boost organic ranking and, in turn, your overall profit and revenue.

Know the relationship between Paid Ads and its effect on Organic algorithm

Before we get into how Amazon PPC can boost SEO and vice-versa… As a general rule of thumb, every paid traffic marketer on any platform should be aware of how organic marketing is influenced by paid advertising platform.

For example, you can’t really run a successful Facebook Ads campaign if you don’t know what makes up a good Facebook post. On Google ads, there’s even a paid to organic report! This report actually shows you the impact of your paid ads on your organic CTR and vice versa.  

Now on Amazon… The link between paid and organic is so strong that optimizing one channel can directly influence another’s performance.

Common Amazon PPC Mistake to Avoid

Before we talk about how Amazon SEO and PPC and how they can boost each other… First, let me make one thing clear: there is a flawed Amazon SEO strategy that can actually hurt your PPC.

This flawed strategy is by going through the keyword research tools and grabbing hundreds of keywords. Then, dropping those hundreds of keywords into their PPC campaign. The thought process is that “It’s OK if I add hundreds of keywords in my ad groups…” I can just recheck it in two weeks and keep the ones that work. This is the fastest way to get frustrated and disappointed with your results.

The first reason you should not do this is that Amazon doesn’t want you to advertise on things that you are not strongly relevant and not indexed for. For example, if I’m bidding on a  “Hydration bag,” I might accidentally bid on a keyword that is so irrelevant that it might actually end up hurting my campaign’s stats.

Hence my average CTR will drop compared to my competitors. Then, Amazon will be getting signals that I’m just not a quality advertiser. The only way to prevent this is to ONLY bid on really relevant keywords

The Two Types of Category in Amazon SEO

There are two types of items to optimize when thinking about Amazon SEO. The first category is descriptive, and the second category is buyability.

Descriptive

Online shoppers are very visual. They want to get as much information as they can about the products you’re offering. The ranking factors under this category cover the things shoppers see about your product pages. There are also some ways to optimize them.

• Product titles – must contain relevant keywords to the product you’re selling.
• Product descriptions – must contain the details of your products, including basic functions, size or dimensions, and other relevant information.
• EBC or A+ Content – a feature that helps sellers present their product with enhanced content, images, and a more detailed description of their products or brand.
• Additional Information – you may also include price, quantity, and review in your listing.
• Images – must be of high-quality to easily attract shoppers.
• Click-Through Rate (CTR) – this shows how often buyers see your listing and how many people actually click it.
• Conversion Rate – refers to how many clicks your product is getting and how much of it is being converted to actual sales.

Buyability

This category refers to the factors that may help shoppers determine whether your products are worth purchasing or not.

• Star ratings – given by customers and may reflect how customers see you and your product. You may get better star ratings by focusing on the quality of the products you offer. Star rating also increases by providing good customer service.
• Reviews – the experiences of your previous customers may give other shoppers more details about the quality of your products and customer service.
• Q&A – the way you answer the questions of shoppers. Whether through comments or private messages, it may influence the customer’s decision to buy from your page or not.
• Stock levels – proper inventory management can help you stay on top of your business. Be sure to plan ahead when ordering your supplies to avoid running out of stock. Always keep in mind the factors that may affect your inventory, such as holidays, demand rate, etc.
• Good customer care strategy – taking care of your customers through properly communicating with them, whether old or new, can help you build good reviews and a loyal list of clientele.

How Exactly Amazon PPC can Boost your Amazon Ranking

Now we’ve covered those factors that boost SEO, let’s talk about its relation to Amazon PPC. Now on Google, they’ve explicitly said that running ads on a keyword does not influence organic ranking. Meanwhile on Facebook, you do get some downstream organic boost for running ads due to brand recognition. Still, there’s no direct indication it ends up boosting your organic ranking.

On Amazon, the story is different. The factors that help influence Amazon’s organic ranking also influence Amazon’s paid search ranking. Meaning the goal of Amazon’s organic ranking algorithm is to serve products that are high on relevance and buyability. Hence, Amazon paid ads end up using a very similar factor on their paid placements, using the formula:

CPC bid x relevance factor x buyability factor

Keep Optimizing Everything!

This is where things get “fun.” When you run an auto campaign, you start seeing what Amazon thinks is relevant to your product. From there, you can analyze your Amazon PPC data, then edit or modify your listing to be sure that you appear for things that are truly relevant to your product.

Also, keep in mind Amazon can sometimes be off. If you start seeing that you’re appearing for things you don’t actually want to appear for or aren’t converting for, it is suggested that you refine your listing and optimizing your Auto campaign via negative keyword matches. If you are under the mean CTR of 0.36%, you can be fairly sure that you will not optimize for your Auto campaign or the keywords that Amazon thinks are relevant for your product. So go back to the drawing board and optimize your back end.

Once you start getting traction on your paid Auto conversions, you can use it to influence your organic strategy, so when you first launch a product and optimize the listing, you’re using a keyword from real data (of which you should be optimized for). You’ll then want to begin ranking and optimizing for those most profitable paid keywords and use organic ranking as a way to boost them at least once a month.

Review your Amazon Advertising Reports

You should review your search term reports from Amazon to identify the highest converting most valuable search terms and use that to boost your organic relevancy factors.

For those strong keywords, another thing to think about is the buyability factors into Amazon’s positive feedback loop. Meaning the more sales you get from Amazon PPC, say a hundred versus seventy, that’s more opportunities to boost those buyability factors.

Here’s the thing, in the situation, I mentioned many advertisers would prefer 70 sales at 30% ACoS than a hundred sales at 35% ACoS, but this thinking is wrong. Think of it this way when you look at your campaign manager in Amazon there’s a hidden ROI that you don’t actually see listed in Amazon PPC. You see obvious metrics such as clicks, orders, and corresponding revenue. What you do not see is how many reviews and organic sales are generated from your Amazon paid ads.

What you want to really think about is how many reviews are coming in from those paid orders, and what is that organic paid review ratio? You want to start using these factors to help build an overall strategy and then use that to boost your overall rankings for both paid and organic. Once you do, you will improve your rankings and get even more sales, which boosts buyability. Hence, the positive feedback loop, aka the flywheel continues.

Conclusion

Amazon PPC and SEO are not exclusive to one another. Optimizing one greatly impacts the other one – the better you optimize your products for SEO, the easier it is to handle your PPC. Amazon designed their algorithm this way to assure that customers get what they want to buy, and sellers make the most out of their product listings. To learn more about how to rank higher on Amazon, please check out our Amazon FBA resources.

Meanwhile, if you’re having a hard time navigating Amazon SEO or Amazon PPC, we offer Amazon advertising software that can help you come up with actionable steps to lower your advertising cost of sale (ACoS), and increase your ROI instead. Our software here at SellerMetrics can also help you with bid automation, manual keyword bidding, search term harvesting and so much more.

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