World's Largest Resource For Amazon's A9 (with Danny McMillan & Adam Heist)
Seller Sessions · with Adam Heist · November 23, 2023 · 27 min
Summary
Amazon's A9 algorithm is rapidly evolving beyond simple keyword matching to a more sophisticated, semantic understanding of product listings. This episode reveals how Amazon is now using AI and natural language processing to interpret the full context of product information, images, and offers. Ecommerce operators must shift from keyword stuffing to a holistic optimization strategy focused on semantic relevance, high-quality creatives, and accurate product data to maintain visibility and drive sales.
Key takeaways
Focus on human-readable titles combined with conversion-driving keywords, moving away from keyword stuffing.
Prioritize optimizing your top 20% of SKUs that drive 80% of your performance.
Regularly A/B test different product angles, pricing, and creative elements on important listings.
Ensure meticulous accuracy in flat files to provide Amazon's catalog with precise product attributes.
Monitor aggregate conversion rates across both advertising and organic traffic to gauge overall listing effectiveness.
Leverage AI tools, such as Danny's A9 Bot, to analyze data and identify 'semantic cores' for optimized product listings.
Introduction: In this episode of Seller Sessions, hosts Danny and Adam have an insightful discussion about shifts they are seeing in how Amazon ranks products in search, and what this means for sellers going forward. They talk about moving beyond a primary focus on keywords to a more holistic optimisation strategy. Key Topics Discussed: Evidence that Amazon search algorithms are incorporating more semantic matching (and BERT), looking at full product listings rather than just keywords Success with broad match and phrase match PPC campaigns, indicating changes under the hood at Amazon The concept of "semantic cores" - clustering single word terms that show up repeatedly across competitors' rankings Titles focused on human readability combined with key conversion keywords performing better recently Danny's massive research compiling over 1200 academic papers on Amazon search algorithms Building AI tools to help sellers optimise listings based on latest search science (Danny's A9 Bot) Actionable Takeaways: Keyword stuffing likely no longer moves the needle much; focus is shifting more towards optimising images, offers and creative Sellers should double down on their top 20% of SKUs driving 80% of performance Regularly test different angles, pricing, etc. with A/B experiments on important listings Ensure flat files have accurate attributes for Amazon's catalog Monitor aggregate conversion rates across advertising and organic traffic Outro: Danny is building a free knowledge base of Amazon search insights at SellerSessions.com and access to his A9 Bot. He welcomes ideas and feedback from the community to produce more helpful content based on the science literature.
