How to Achieve Higher Product Ranking on Amazon

The following are a few ways you can start achieving a higher product ranking on Amazon to increase your sales.

Capture Your Customer’s Attention with an Informative Title

It’s no secret that first impressions are everything! When you use a good product title, the conversion rate of your listing will naturally improve – typically within a short amount of time.

Doing your research and making sure that your keywords are relevant is well worth the investment. We cannot stress this enough: it is essential that your title contains relevant keywords from a fresh round of keyword research.

In addition to this, your title should start with your brand name, be easy to read, and under 200 characters. Ideally, the first five words in your listing title should be the most relevant.

Avoid the urge to stuff as many keywords into your title. Overly wordy titles are discouraged on Amazon, and oftentimes, they only serve to deter or confuse potential customers. Include only the most relevant information about the product, which may be the color, size, quantity, who the product is intended for (infant, child, adult), the intended use, or compatibility, if applicable.

We also recommend regularly performing listing audits to ensure that your keywords are still as relevant as they were when you incorporated them into the copy.

Make Your Bullet Point Lists Stand Out

Bullet points are a convenient way to find out more about a product. However, an added bonus is that when you list all the product features in this format, you make it much easier to read the important facts about your product.

Bullet points allow you to utilize even more keywords from your keyword research to help increase conversions and ranking. When crafting your bullet points, always make sure to lead with the most important information first, then work down to care or installation instructions, ingredients, intended applications, color or size options, etc.

Use the Product Description to Tell a Story

The description is where you can really paint a picture of your product while expanding on important features and key selling points. What makes your product stand out from the competition? Do you have a compelling brand story to tell? How is your product made?

If a customer scrolls all the way down to the description area, chances are that they want to know more about your brand and the product! This area gives you more room to write about your brand story, uses of the product, and other tidbits that make your product unique.

The description area is a great place to include more keywords, and we typically recommend using any keywords that did not fit into your title or bullet points here. As discussed above, including keywords at every stage of your product listing page helps to increase customer engagement as well as your conversion rates. It’s a win-win!

List the Specifications

Have you ever clicked on a product on Amazon only to find that there is zero information on the specifications to be found? Leaving out key specifications or technical features can frustrate potential buyers and keep them scrolling for another option.

If your product is one that has numerous and important specifications, then you can list these specifications in the description area. This way, you can proactively answer any questions potential buyers may have, and avoid unnecessary returns down the road.

This information should include the size of the product, the weight, color, and any other information that provides specifics for your listing.

Regularly Updated Your Backend Search Terms

As we mentioned above, performing a listing audit is a way to be proactive in identifying high ranking keywords that are missing from your listing, or keywords that simply take up space and aren’t generating clicks or sales.

While there is a character limit on Amazon when it comes to backend search terms, you can use a keyword planner to help get around this. It is important, however, that you never provide irrelevant or misleading information. Don't include content that is too long either, and only use a single space to separate your keywords.

Make Sure Your Product is Under the Correct Browse Node

This is one of those details that often gets overlooked by sellers on Amazon. It may seem obvious, but double checking to see if your product is in the correct browse node is incredibly important to the success of your listing.

The browse node helps determine which products you are competing against, along with the relativity of your product. This also impacts your keywords. The browse node that you are in will impact the precision of the keywords that auto PPC suggests targeting.

A good tip for finding out which browse node you’re in is to take the URL of your detail page and delete the canonical portion of the link. Once you do this, the listing will automatically auto-populate the browse node above the main image on your product listing page.

Make Sure That the Price is Right

Although often overlooked, one of the most important factors in ensuring that your listing gets top billing all comes down to the price. Is it too high compared to competitors’ products?

The price you choose for your products also influences your conversion rates and sales and can affect your ranking on Amazon as well.

Invest in Sponsored Ads

It can be extremely difficult to gain traction and organic reach on Amazon if you’re launching a new product or are a new seller. Amazon’s search results take reviews into account, the lack of reviews or sales for a newly listed product can pose a challenge.

Although learning Amazon SEO is time consuming, it is by far the quickest way to jump-start your ranking. If you fall into this category of sellers, then we recommend investing in Sponsored Ads until your ranking catches up to your competitors.