25 Apr Tips to achieve a good positioning on Amazon

• SEO within Amazon differs from that performed on sites like Google as the same points are not taken into account.
• Sales and positive reviews are some of the aspects that Amazon weighs when establishing product positions in search results.

The literal definition of SEO is “search engine optimization”, that is, it consists of improving the features of products that have a direct impact on visibility. As each search engine has different characteristics, it is important to focus on the specific aspects that each one addresses. Therefore, using the same positioning techniques on Google and Amazon is useless.

Below, we’ll show you what to look out for and what to avoid in order for your products to appear at the top of search results.

What does Amazon mainly take into account?

Some of the features that the e-commerce Values for placing products in one position or another are whether quality images have been used, including bullet points, product description and details, added visual content such as A+ or Brand Stories or if the Keywords more relevant. Ultimately, they’ll assess whether you’re providing the customer with a detail page with all the relevant information about the product.

But as in many other cases, the most important thing for Amazon is the customers and their experience. Therefore, among the aspects that it mainly takes into account when positioning products are the number of sales and reviews. This is because he understands that it is the most realistic and reliable way he has to recommend products that will truly satisfy consumers. In this way, it positions ahead those items that have a better sales relationship and positive reviews.

Bad SEO Practices on Amazon

Despite what we have just said, we must not leave out the rest of the features that the marketplace’s search engine takes into account. Therefore, attention should be paid to the following aspects:

• Avoid the Black Hat: this is everything that hinders positioning. An example is “over-optimizing” information, i.e. forgetting about the client when writing content and focusing too much on SEO, making the information we are providing useless. Another example can be using too many keywords in a forced way.
• Write a good description: many sellers make the mistake of focusing on bullet points when describing their products (if you don’t know what bullet points are, you can check out this post and find out how to make them perfect), leaving the description field empty. This is a mistake, since for Amazon this field is essential to position the product.
• Use competitor brands: It is not allowed to use the name of well-known brands to position items that are not yours, even when the brand name itself has replaced the product name.
• Honesty and precision: it is essential not to lie about characteristics such as measurements, capacities, weights or colors of the items. When a customer is not satisfied, or feels that what they have purchased does not match what they had seen on Amazon, they are forced to return the product. This can lead to an increase in the return rate and put our account at risk.

Finally, something that has nothing to do with Amazon but that is essential to have good results within the marketplace is not to neglect SEO on Google. According to “The State of the Amazon Seller 2021” study, 62% of consumers start their product searches directly on Amazon. This means that 38% of users search through Google or other search engines, so conventional SEO is still essential to appear in the first results and reach these potential customers.

If you have found these tips interesting and constructive on what you should take into account to better position your products within Amazon, and you want to know more or think we can help you with your business, do not hesitate to contact us.