An optimized listing can be the difference between bringing in more sales & growing your business or failing on Amazon. By understanding Amazon’s A9 algorithm, you’ll be setting your products up for success and truly utilizing all that Amazon has to offer.
Don’t Miss Out—Join three Amazon experts as they unpack Amazon’s algorithm, provide techniques to leverage knowledge gained, and answer any question you may have.
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Amazon’s A9 Product Ranking
Algorithm Unpacked
2. ● Session Recording + Slides Will Be Sent Out
● Join in the Poll Questions!
● Submit Questions to Our Panelists
Today’s Logistics
3. Overview
Founded in 2007
Google Premier Partner
400+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy
4. About Skubana
- Unify Your Entire Omnichannel Business
- Automate Everything From Fulfillment To Purchasing
- Reveal True Profits
- Discover Money Saving Opportunities
- Predict Critical Trends
5. Pat Petriello
Head of Marketplace Strategy
Nancy-Lee
McLaughlin
Manager, Marketplace Strategy
Chad Rubin
CEO & Co-Founder
Today’s Speakers
6. ● Intro to Amazon’s A9 Algorithm
● Direct & Indirect Factors That Influence The Algorithm
● Direct Factors: Sales Velocity & Text Match
● What Can You Do To Influence The Algorithm?
Today’s Agenda
BONUS:
Live Q&A With Our
Amazon Experts
7. Upcoming Changes to Referral Fees
Upcoming important changes to Referral fees on Amazon.com
Jan 18, 2018
We will be making three important Referral fee changes on Amazon.com:
1. For a limited time, the Referral fee will be reduced for eligible Jewelry items. Sellers will pay 20% on the portion of the total sales price up
to $250, and 5% for any portion of the total sales price greater than $250, with a minimum fee of $2.00 per item. This fee reduction will
take effect on February 22, 2018 (midnight PST), and last until February 21, 2019 (11:59 PM PST). Starting on February 22, 2019
(midnight PST), the Referral fee will go back to 20% of the total sales price, with a minimum fee of $2.00.
2. The Referral fee will be increased for eligible products in Shoes, Handbags & Sunglasses. Sellers will pay 15% on items with a total sales
price up to $75, and 18% on items with a total sales price greater than $75, with a minimum fee of $1.00 per item. This change will take
effect on April 15, 2018 (midnight PST).
3. The Referral fee will be increased for Clothing & Accessories items. Sellers will pay 17% of the total sales price, with a minimum fee of
$1.00 per item. This change will take effect on April 15, 2018 (midnight PST).
For all products, Amazon deducts the greater of the applicable Referral fee percentage or applicable per-item minimum Referral fee. Referral fees
are calculated on the total sales price excluding any taxes calculated through Amazon tax calculation services. The total sales price is the total
amount paid by the buyer, including the item price, and any delivery or gift wrapping charges.
Source: https://sellercentral.amazon.com/gp/headlines.html/ref=xx_headlines_cont_home#8070451429380673832
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STACK TEXT ROW 2Intro to Amazon’s A9 Algorithm
10. ● Has its own separate incorporation in Palo
Alto California
● Amazon A9 patent Tracks your searches &
conversions
Amazon's A9 Search Algorithm
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Direct & Indirect Factors that Influence
the Algorithm
12. Unpacking the Direct Factors of A9
Source: https://sellercentral.amazon.com/gp/help/help.html/?itemID=G10471&ref_=ag_G10471_h_r0_cont_sgsearch
13.
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STACK TEXT ROW 2Direct Factors: Sales Velocity & Text Match
15. Direct Factor: Sales Velocity
How does sales velocity play a factor?
● Sales Velocity is king
● Sales relative to your competition is the best way
to move the needle
● Recent (Weighted) vs lifetime sales velocity
● Sales velocity as a measure of conversion
16. EBC & A+ Content’s Impact on Sales Velocity
A+ ContentEnhanced Brand Content
How do these play a
role?
● According to Amazon:
5%+ increase
in sales due to
increased traffic &
conversion
● Does NOT get indexed
17. Four must-use traffic tools
Merchant words
& MOZ & a9 auto-
suggest
The hashtag #
Index
checker
The keyword
research report
18. How do you build what customers
want?
Build what customers search for
24. 250 Backend Keywords+
AMAZON IS PUSHING sellers to write better listings
get strategic with kw research / listings / search terms
Target brand KW with Amazon PPC
42. Amazon A9 Search Intelligence
WANT
Compelling
Listings
Amazon A9
Virtuous
Cycle
Increase BSR
Search Visibility
More
Conversions
More
Sales
NEED
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What Can You Do To Influence The
Algorithm?
44.
45. Influencing the A9 Algorithm
● Consider text match relevancy with content
● Data driven decision making
● Leverage FBA
● Implement EBC / A+
● Advertising execution
● Sales velocity
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Schedule Your Complimentary
Amazon Strategy Evaluation
CPC Strategy’s Amazon Strategy Evaluation is a complimentary 60-minute analysis and
assessment of your Amazon Seller Central account, advertising programs, product order volume,
and profitability metrics.
What Now?
bit.ly/Amazon-A9-Algorithm-Webinar
47. BONUS
❏ $100 off PROSPER Show TICKETS
March 13-14 Las
Vegas Nevada
http://bit.ly/Prosper2018
The Continuing Education Conference for Established Amazon Sellers
*Only 10 to give away
First to apply get it!
48. Pat Petriello
Head of Marketplace Strategy
Questions for Today’s Speakers?
Nancy-Lee
McLaughlin
Manager, Marketplace Strategy
Chad Rubin
CEO & Co-Founder
Notas do Editor
Why is this more important than ever before?
The trend of increased competition
This is a good place for us to have our conversation about advocating for optimization over hacking
UPLOADED NAME OF FILE: The name of uploaded images, do affect the search results. Using names that include good keywords helps have the product come up in search results.amazon business tip pricing…
many sellers have started sending Amazon Super URLs to their list, thinking that these URLs trick Amazon into thinking that the person didn’t click the link…but instead went to Amazon on their own volition, typed in the keyword, found your product, and bought it.
Okay, there is no official name for this tag, so I am going to deem it the “Tattle-Tale” tag. As far as I can tell, this is a time stamp and a marking for your unique search and selection. This number tells amazon that at this particular time, your account made this page results. Notice that the first time I did the search, the number was 1449906235 Now, when I do the same search using the same account and same IP address, I get the same exact link, except that this time the tattle-tale tag has changed to 1449907742 Therefore, as you can see, using a full-width URL on a search will leave a trail that goes back to you! Now, this doesn’t mean that everyone who clicks on that link, buys the book and leaves a review is going to have their review removed. However, it does give a trail that leads back to you and it is my belief that this could increase your chances of having those reviews removed. I conducted some experiments over time and found that a higher percentage of review attempts from the long URL were removed. However, this is from statistics and not fact. After all, Amazon doesn’t exactly tell us what they use to remove reviews. Makes sense though, right?
Manipulated sales is not forever – S-Term → up to the conversion rate of that listing -
Manipulated sales rarely generate genuine sales momentum.http://www.nbcnews.com/id/32336521/ns/business-us_business/t/secrets-amazon-best-seller-list/#.WfS6URNSzeQ
Giveaway economy is FAKE SALES - algorithm identifies this
fake sales / fake customers / rake reviews
and AMAZON did not make $$$$$ as actual sales
giveaways stopped working
SUPER URLsSuper URLs are still a thing and people are still using them a lot. To be honest, I’m shocked that Amazon hasn’t either banned them or prevented them from working. But I’m seeing people use them all the time so the must still be working. I’m speaking about this now because I’m just surprised to see them being used so much this past month. I think Super URLs are a gray area. You can use them, but do so at your own risk. If you don’t know what a Super URL is, it’s a link to your product on Amazon that contains keywords so it mimics someone looking for your product on Amazon organically. The idea is that since it mimics an organic search, if someone clicks on that URL and then buys your product is as though they purchased your product from an organic search, which then gives you credit in Amazon’s algorithm for those keywords in the URL, thus boosting your organic rank for those keywords.Where can you use super URLs? You can use them in Facebook ads, emails, giveaways, discounts, whenever you’re sending someone to Amazon. Here’s an easy way for you to make one. Go to your seller storefront by clicking on your seller name. Then click on your storefront. You’ll know you’re there because your seller name will be to the left of the search bar. Now enter in keywords related to your product. Now the URL that’s in your browser is your Super URL for the keywords you entered in. Copy this URL and use it wherever you want. There are other Super URLs too but this is the easiest to make and is popular right now. People have been saying for years that Super URLs will go away. They haven’t yet. I think it’s more likely that Amazon will figure out a way to make them ineffective rather than banning them. So give it a shot if you want.
Amazon is aware of shopper behavior, and has taken this into account in its algorithm
giveaways stopped working
SUPER URLsSuper URLs are still a thing and people are still using them a lot. To be honest, I’m shocked that Amazon hasn’t either banned them or prevented them from working. But I’m seeing people use them all the time so the must still be working. I’m speaking about this now because I’m just surprised to see them being used so much this past month. I think Super URLs are a gray area. You can use them, but do so at your own risk. If you don’t know what a Super URL is, it’s a link to your product on Amazon that contains keywords so it mimics someone looking for your product on Amazon organically. The idea is that since it mimics an organic search, if someone clicks on that URL and then buys your product is as though they purchased your product from an organic search, which then gives you credit in Amazon’s algorithm for those keywords in the URL, thus boosting your organic rank for those keywords.Where can you use super URLs? You can use them in Facebook ads, emails, giveaways, discounts, whenever you’re sending someone to Amazon. Here’s an easy way for you to make one. Go to your seller storefront by clicking on your seller name. Then click on your storefront. You’ll know you’re there because your seller name will be to the left of the search bar. Now enter in keywords related to your product. Now the URL that’s in your browser is your Super URL for the keywords you entered in. Copy this URL and use it wherever you want. There are other Super URLs too but this is the easiest to make and is popular right now. People have been saying for years that Super URLs will go away. They haven’t yet. I think it’s more likely that Amazon will figure out a way to make them ineffective rather than banning them. So give it a shot if you want.
giveaways stopped working
SUPER URLsSuper URLs are still a thing and people are still using them a lot. To be honest, I’m shocked that Amazon hasn’t either banned them or prevented them from working. But I’m seeing people use them all the time so the must still be working. I’m speaking about this now because I’m just surprised to see them being used so much this past month. I think Super URLs are a gray area. You can use them, but do so at your own risk. If you don’t know what a Super URL is, it’s a link to your product on Amazon that contains keywords so it mimics someone looking for your product on Amazon organically. The idea is that since it mimics an organic search, if someone clicks on that URL and then buys your product is as though they purchased your product from an organic search, which then gives you credit in Amazon’s algorithm for those keywords in the URL, thus boosting your organic rank for those keywords.Where can you use super URLs? You can use them in Facebook ads, emails, giveaways, discounts, whenever you’re sending someone to Amazon. Here’s an easy way for you to make one. Go to your seller storefront by clicking on your seller name. Then click on your storefront. You’ll know you’re there because your seller name will be to the left of the search bar. Now enter in keywords related to your product. Now the URL that’s in your browser is your Super URL for the keywords you entered in. Copy this URL and use it wherever you want. There are other Super URLs too but this is the easiest to make and is popular right now. People have been saying for years that Super URLs will go away. They haven’t yet. I think it’s more likely that Amazon will figure out a way to make them ineffective rather than banning them. So give it a shot if you want.
giveaways stopped working
SUPER URLsSuper URLs are still a thing and people are still using them a lot. To be honest, I’m shocked that Amazon hasn’t either banned them or prevented them from working. But I’m seeing people use them all the time so the must still be working. I’m speaking about this now because I’m just surprised to see them being used so much this past month. I think Super URLs are a gray area. You can use them, but do so at your own risk. If you don’t know what a Super URL is, it’s a link to your product on Amazon that contains keywords so it mimics someone looking for your product on Amazon organically. The idea is that since it mimics an organic search, if someone clicks on that URL and then buys your product is as though they purchased your product from an organic search, which then gives you credit in Amazon’s algorithm for those keywords in the URL, thus boosting your organic rank for those keywords.Where can you use super URLs? You can use them in Facebook ads, emails, giveaways, discounts, whenever you’re sending someone to Amazon. Here’s an easy way for you to make one. Go to your seller storefront by clicking on your seller name. Then click on your storefront. You’ll know you’re there because your seller name will be to the left of the search bar. Now enter in keywords related to your product. Now the URL that’s in your browser is your Super URL for the keywords you entered in. Copy this URL and use it wherever you want. There are other Super URLs too but this is the easiest to make and is popular right now. People have been saying for years that Super URLs will go away. They haven’t yet. I think it’s more likely that Amazon will figure out a way to make them ineffective rather than banning them. So give it a shot if you want.