How to rank well on Amazon

How to rank well on Amazon

Why Amazon Matters

For many companies, how to rank well on Amazon is a critical for their sales as Amazon is a critical sales channel for their products. is one of the worlds most visited sites, and the local sites such as are frequently the top e-commerce sites in the region. More than just visitors, Amazon attracts visitors who are looking to buy.

Good for a product, not so good for brands

For almost all companies their brand is one of their most important selling points. Unfortunately, while Amazon is designed for products it has few facilities to help you develop as a brand. Therefore Amazon can only be part of your online strategy.
But that said, take every opportunity to promote your brand and utilise

How Amazon ranks items for sale

Amazon has their own company called A9, who create the Amazon Search Engine. Like other search engines including Google, A9 indexes each product page, looking for data points which it can match with the searches of customers. And like other search engines, it does not like to be tricked into showing pages which are not relevant.

Understand the Amazon Search Engine is key to understanding how to rank well on Amazon

Getting a working understanding of the A9 is critical to understanding how to rank well on Amazon.

Amazon A9 though does differ in one important from other search engines, Amazon looks only at the relevance of what you put on your product page, backlinks, social media and other off-page SEO has no effect.

A9 is designed always to maximise Revenue Per Customer (for Amazon, not you). Thus Amazon wants to present the most buyable item to customers. Let’s explore in more detail the factors which will affect that.

How to rank well on Amazon? Product titles, descriptions and content are your first aspect to consider

In A9’s own words

One of A9’s tenets is that relevance is in the eye of the customer and we strive to get the best results for our users. Once we determine which items are good matches to the customer’s query, our ranking algorithms score them to present the most relevant results to the user.

Amazon A9

A9 is seeking relevancy, and the first place it looks is in the title, descriptions and contents of your listing. They don’t rank equally, more weight will be given to the title. So chose this carefully making sure it contains the keywords you want to rank well for, but avoiding stuffing it with keywords and making it unreadable. Ultimately it is people who will read your title and decide to click or not.

Adding plenty of well-written content though is not a waste of time. The more content you add the more you are giving Amazon A9 to work with. It all is index by them after all. This is especially useful for the long tail keywords, those keywords search for less often but are highly relevant to your product.

Finally when setting up the product listing make sure that you reinforce the keywords in your content by adding them to the keywords in the listing set up. You are showing Amazon where your product is relevant. Bullet points are great for keywords.

Make sure you use all the opportunities to add content, not just the description but also and other features/Bullet Points and the various specifications you can add where they are relevant to your listing. Amazon won’t even show your listing without these.

A word of caution about keywords

Don’t be tempted to keyword stuff or use keywords which are not relevant to your product, just to get your product highlighted in other searches. Amazon will quickly detect this and as mentioned previously they don’t like it and your listing will likely suffer a penalty.

Customer satisfaction

Well now you have been indexed and your relevance to a search established. That is not the end of the story though. Amazon demands a high level of customer satisfaction. Getting orders out swiftly, the speed at responding to customer queries, the rate of orders with no problems are all part of the metrics. Good sellers rank better than those who don’t meet Amazon expectations.

Customer Reviews

Positive reviews are also a vital factor in the A9 ranking engine. Amazon weighs the more recent reviews more highly than older ones, and likely they weigh the verified purchase reviews more as well.

Amazon logo with stars
Get Amazon product reviews with trustr

Again search Amazon for any product and you will see how many of the top results have a high number of positive reviews. Trust has an integration with Amazon which allows Amazon sellers to request product reviews. Get a free 60-day trial here. 

This is an important aspect to how to rank well on Amazon.


Remember Amazon are looking to maximise their sales, not yours. They use both predicted and real conversion rates to predict what you will sell. Higher prices reduce the predicted conversion rates and thus Amazon will reduce your ranking compared to alternative products. It some cases it may be better to offer small units at a lower price than better value bigger units.


Sales rank is obviously one of the most important factors in how to rank well on Amazon. A simple search on Amazon should demonstrate the importance of how many units a seller sells. You can buy your way into this to an extent by paying for your product to take a prominent position. See the Amazon advertising page for  Europe.

Other factors

  • Clear and good quality photos, Amazon won’t even display your listing with images below 1000×1000 pixels
  • Parent/Child listings, where similar products are linked. It has been reported that Amazon tend to rank listings with multiple options better than those without and this optimises reviews
  • Categories and subcategories vital for searches, as once a customer has selected a category then the A9 search engine restricts the search to that category. Pick wisely.

We hope you have found this post on how to rank well on Amazon? There are other useful posts about Amazon including on How to Win the Buy Box.