Seller Sessions
· with Garfield Coore
· November 13, 2024
· 34 min
Summary
This episode dives deep into the intricate workings of Amazon's A9 ranking algorithm, providing Amazon sellers with a comprehensive understanding of how products are ranked, especially during the critical Q4 period. It breaks down the role of customer actions, feature vectors, and the "category conundrum" in search results, offering strategies to leverage long-tail keywords and optimize PPC campaigns for improved visibility and conversions.
Key takeaways
Understand that Amazon's A9 algorithm uses customer actions (purchases, add-to-carts, clicks) as primary data labels to train its ranking models and influence product visibility.
Recognize the "category conundrum" as a major challenge for Amazon's algorithm; strategically optimize product listings and PPC to appear in multiple relevant categories for broad search terms (e.g., "Game of Thrones" for books, DVDs, games).
Utilize a long-tail keyword strategy for PPC campaigns, particularly in the US market, to capture search volume with less competition, even if it requires more labor-intensive management due to infrequent conversions.
Familiarize yourself with the Query Understanding Model and how Amazon parses search queries into product types, brands, price constraints, and other attributes; ensure your product listings are optimized with these tags in mind.
Be aware that while US Amazon offers deep search term opportunities, European markets have significantly less depth; adjust keyword and PPC strategies accordingly when expanding internationally.
Advanced Ranking on Amazon in Q4: Garfield Coore In this episode of Seller Sessions, Danny McMillan welcomes back Garfield Coore, a top-ranking strategist, to break down Amazon's algorithm. Garfield shares insights for sellers to maximize organic rank, external traffic, and achieve ranking stability as Q4 peaks., Garfield shares essential techniques for sellers looking to stay competitive and profitable. Key Takeaways The Three-Stage Ranking System: Primary Ranking Events: Roughly 90% of ranking impact comes from core behaviours on Amazon. Key actions include searches leading to a product page, add-to-cart from a search click, and purchases from a search pathway. Garfield stresses avoiding variations that interrupt the ranking pathway. Keyword Cohorts: Leveraging keyword "families" (using Amazon's Opportunity Explorer) helps products gain ranking bleed-over. Start ranking with smaller keywords, allowing spillover to higher competition terms. Territorial Influence: Minor ranking factors include BSR and inventory location, affecting regional rank. BSR reflects category sales ranking relative to competitors. Conversion Events Beyond Sales Clicks, page visits, and add-to-cart actions all serve as ranking events, which Garfield calls "conversion events." Focus on gen
Frequently asked about this episode
What does this episode say about amazon & marketplaces?
Understand that Amazon's A9 algorithm uses customer actions (purchases, add-to-carts, clicks) as primary data labels to train its ranking models and influence product visibility.
What does this episode say about paid acquisition?
Recognize the "category conundrum" as a major challenge for Amazon's algorithm; strategically optimize product listings and PPC to appear in multiple relevant categories for broad search terms (e.g., "Game of Thrones" for books, DVDs, games).
What does this episode say about analytics & attribution?
Utilize a long-tail keyword strategy for PPC campaigns, particularly in the US market, to capture search volume with less competition, even if it requires more labor-intensive management due to infrequent conversions.
What does this episode say about ai & automation?
Familiarize yourself with the Query Understanding Model and how Amazon parses search queries into product types, brands, price constraints, and other attributes; ensure your product listings are optimized with these tags in mind.
What does this episode say about amazon & marketplaces?
Be aware that while US Amazon offers deep search term opportunities, European markets have significantly less depth; adjust keyword and PPC strategies accordingly when expanding internationally.
