The Amazon SEO Playbook: How to Improve Organic Rankings and Drive Conversions

Amazon is more than an e-marketplace. With an advanced search algorithm and robust growth features for brands and sellers on its platform, Amazon has indeed positioned itself as the dominant search engine for product discovery and purchase. As a result, more brands and retailers are adopting an Amazon strategy, especially in the wake of the COVID-19 pandemic, to expand their online presence and get in front of consumers where they go to search for, compare, and purchase products online. However, with more brands and products available on the saturated platform, maintaining visibility is becoming increasingly challenging.  Over one-third (34%) of consumers always or frequently buy the first product on Amazon search engine results page (SERP). In order for your products to appear on this highly coveted digital real estate, you need to ensure your products rank well across organic search and are easily discoverable by relevant consumers that are ready to convert.  Optimizing your product listing content — including titles, bullet points, and product descriptions — for Amazon best practices and SEO is crucial to performing well in search. In fact, any ASIN whose title does not meet Amazon’s product title requirements run the risk of being suppressed from search and could result in an unsatisfactory customer experience and missed conversion opportunity. Do you understand how Amazon’s search algorithm operates? Are your product detail pages optimized to improve shopper engagement and increase conversions?  In The Amazon SEO Playbook, we have compiled extensive details to help you implement and execute an effective Amazon SEO strategy to outperform your competitors in search and drive product discoverability.