A comprehensive guide to ranking higher on Amazon

Are you an Amazon seller striving to conquer the competitive e-commerce landscape and secure higher rankings for your products?

Imagine the immense benefits that come with soaring to the top of Amazon’s search results—increased visibility, greater customer trust, and a surge in conversions. But how can you navigate the complex realm of Amazon’s algorithm and propel your products to the coveted top positions? 

In this guide, we will unravel the secrets to ranking higher on Amazon. From optimizing product listings with strategic keywords to leveraging the power of customer reviews and utilizing cutting-edge tools, we will equip you with the knowledge and strategies to ascend the ranks and reach new heights of success on the world’s largest online marketplace. 

Quick Guide

  1. Explain how Amazon’s A10 algorithm determines the rankings of products on the platform.
  2. How to rank higher on Amazon?
  1. Optimize your product listing
  2. Track your results
  3. Amazon Enhanced brand content
  4. Use the parent-child feature
  5. Optimize the price
  6. Amazon FBA for faster delivery
  7. List your products in the right categories
  8. Use Amazon PPC to rank higher for organic results
  9. Get customer reviews
  10. Clicks and bounce rate
  11. Conclusion

Explain how Amazon’s A9 algorithm determines the rankings of products on the platform.

Amazon has recently made changes to how it presents search results, and its A9 algorithm now prioritizes customer behavior as indicated by two crucial parameters: intent and purchases. It is crucial for sellers to consider these factors when optimizing their listings to better serve customers.

In addition to customer behavior, sales history plays a significant role in determining search rankings on Amazon. Building traffic and generating sales is therefore instrumental in improving one’s ranking position.

To achieve higher rankings on Amazon, it is important to focus on the following actions:

Understanding customer intent: Tailor your product listings to match customer search intent by optimizing titles, descriptions, and keywords. This ensures that your products appear in relevant search results and attract potential buyers.

Encouraging purchases: Provide a positive user experience, clear product information, and competitive pricing to increase the likelihood of conversions. Satisfied customers who make purchases contribute to better search rankings.

Generating sales and building traffic: Actively promote your products through various marketing strategies, both within and outside of Amazon. This generates sales, boosts visibility, and enhances your ranking on the platform.

By keeping these factors in mind and implementing effective optimization techniques, sellers can increase their chances of achieving higher rankings on Amazon and improving their overall sales performance.

10 ways to rank higher on Amazon

Here are 10 ways in which you can rank your product on Amazon

  1. Optimize your product listing

Continuous optimization of Amazon product listings is essential for increasing rankings and driving conversions on Amazon. To achieve optimal results, it is crucial to optimize listings both for Amazon SEO and for the benefit of customers. Consider the following key factors when aiming to maximize conversions through listing optimization:

Utilize high-quality images: High-quality images tend to have higher conversion rates. Additionally, incorporating infographics that showcase product usage or features can be beneficial. It is important to adhere to Amazon’s guidelines when adding images and videos.

Optimize product titles with relevant keywords: Including relevant keywords in your product titles, along with highlighting their benefits and variations, can improve your visibility in search results and attract potential customers.

Prioritize bullet points: List bullet points in order of their importance and relevance to customers. This helps to effectively communicate key product features and advantages, aiding customers in their decision-making process.

Leverage backend keywords: Make efficient use of backend keywords by including terms that are relevant to your product but may not be repeated in the listing itself. Avoid duplicating keywords that have already been used in the listing.

By implementing these optimization strategies, sellers can enhance their Amazon SEO efforts and provide customers with compelling and informative listings, leading to increased conversions and improved rankings.

  1. Track your results

Once you have completed the optimization process, it is crucial to monitor and track the results of your efforts. This involves observing the impact on your sales, keeping an eye on your product ranking to assess any improvements, and analyzing your product reviews for any increase in positive feedback, which can further enhance your search ranking.

To streamline and automate your work, you can leverage the SellerApp keyword tracker tool. This tool allows you to track both your own keywords and those used by your competitors. By using the keyword tracker, you can identify new keyword opportunities to improve your rankings and eliminate underperforming keywords.

To access the keyword tracker in the SellerApp dashboard, navigate to Product Intelligence and select Keyword Tracking. You can utilize the keyword research feature or click on “Add Product” to track your competitors’ products and discover their top-ranking keywords.

By utilizing automated tools like the SellerApp keyword tracker, you can efficiently track and improve your keyword performance, enabling you to make data-driven decisions and optimize your Amazon listing for better rankings and visibility.

  1. Amazon Enhanced brand content

Amazon’s Enhanced Brand Content (EBC), also known as A+ content, offers a valuable opportunity for sellers to engage with potential customers and reap several benefits. By incorporating A+ content into their product listings, sellers can enhance the customer experience, establish strong branding, and build a positive reputation. Consequently, products featuring A+ content typically enjoy higher conversion rates, attract better reviews, and experience reduced return rates. To fully leverage the advantages of Amazon A+ content, it is crucial for sellers to recognize its benefits and embrace its potential for maximizing sales and customer satisfaction.

  1. Use the parent-child feature

When customers are browsing products, they prefer to have a comprehensive view of all available options. If you offer a product in various colors or sizes, it is important to present these choices to your audience without the need for separate listings.

By utilizing the parent-child feature on Amazon, you can consolidate all variations of your product into a single listing. For instance, if you sell t-shirts in different colors and sizes, you can include all these options in one product listing. This simplifies the shopping experience for your audience as they can easily explore and compare the available choices to find the best fit for their needs.

Moreover, consolidating variations within one listing allows you to accumulate reviews in a centralized location. This consolidation provides a significant advantage as positive reviews can effectively boost the credibility and desirability of your product while keeping potential customers engaged on a single listing.

By leveraging the parent-child feature, you streamline the browsing and decision-making process for your audience, while maximizing the impact of customer reviews, ultimately contributing to improved sales and customer satisfaction.

  1. Optimize your price

The pricing of your products has a direct impact on their rankings on Amazon. Amazon’s algorithm considers the price of your product in comparison to competitors’ offerings and estimates its potential conversion rate. If your product is priced higher than similar products from competitors, Amazon may rank it lower, assuming that it might receive fewer conversions.

This is because customers typically seek the best deal when making a purchase. If your competitors are offering a similar product for around $30 while yours is priced at $60, potential customers are more likely to choose a cheaper option. Amazon recognizes this consumer behavior and, consequently, may lower the ranking of your product for that particular keyword.

When aiming to rank for specific keywords on Amazon, it is advisable to analyze how your competitors price their products. Take note of the general price range within which they operate. If your product’s price falls within that range, targeting that keyword becomes a valuable strategy to reach and attract potential customers.

By aligning your pricing strategy with market expectations and considering competitive pricing, you can enhance your chances of ranking higher for relevant keywords and capturing valuable leads on Amazon.

  1. Amazon FBA for faster delivery

Quick deliveries have become an industry norm in e-commerce, and having a reliable logistics system is essential for any online business. This holds particular significance for Amazon sellers, as customers expect their products to be delivered within a day or two.

By leveraging Amazon FBA, you can effectively manage your customers’ orders, allowing you to focus on other critical aspects of your business. This service streamlines order fulfillment, providing a seamless experience for customers. Moreover, utilizing FBA makes it easier for you to receive positive feedback from satisfied customers, which in turn positively impacts your rankings on Amazon.

Additionally, it is important to equip your team to handle various customer-related processes, such as managing returns, and refund procedures, and addressing any issues with defective products. Providing excellent customer service and resolving customer concerns promptly contributes to positive feedback and enhances your overall reputation on the platform.

  1. List your products in the right categories

Selecting the appropriate categories to list your products on Amazon can pose a challenge for sellers. It is a recurring issue that sellers often encounter. Determining the suitable category requires thorough research and careful consideration during the product listing process. It is crucial to accurately specify the correct top-level category for your product. Failure to do so can result in diminished visibility and lower rankings for your product. To optimize your chances of success, invest time in conducting comprehensive research to ensure you choose the most fitting category for your product, ultimately improving its visibility and rankings on Amazon.

  1. Use Amazon PPC to rank higher for organic results

For new sellers or those aiming to rank for their competitors’ keywords, leveraging Amazon PPC (Pay-Per-Click) can be an effective strategy. By strategically targeting specific keywords in your PPC campaigns, you have the opportunity to generate organic traffic for the same set of keywords. This approach enables you to enhance your visibility and potentially rank higher in organic search results over time. Using Amazon PPC as a means to rank organically can be a powerful strategy to gain traction and attract relevant traffic to your products.

  1. Get customer reviews

Online reviews hold significant influence as they are perceived as personal recommendations. Notably, a noteworthy correlation exists between a product’s positive reviews and its ranking in Amazon search results. Generally, products that rank higher for broader search terms tend to have a greater number of positive reviews compared to those lower in the search list.

Hence, it is crucial to actively seek feedback and reviews from your customers. By encouraging and obtaining reviews, you enhance your chances of receiving positive feedback, which, in turn, contributes to higher rankings on Amazon. Positive reviews play a pivotal role in building trust and attracting potential customers to your product listings.

Also, it is equally important to focus on getting strong seller feedback. Seller feedback serves as a valuable metric to assess your performance on Amazon and establishes a foundation for long-term success. A robust seller feedback profile enhances your credibility as a seller and instills confidence in potential buyers.

  1. Clicks and bounce rate

Amazon closely monitors customer behavior when they visit your product listing page. Metrics such as the time spent on the page, bounce rate, and the subsequent products viewed by the customer are tracked and analyzed.

If a customer quickly skims through your listing and promptly bounces back without further engagement, it indicates to Amazon that the customer did not find the product relevant or appealing. This behavior can have a negative impact on your rankings, as Amazon interprets it as a signal that your product may not be meeting the needs or expectations of potential customers.

Amazon takes into account various indicators of customer behavior on your product page to assess the relevance and appeal of your product. It is important to provide a compelling and engaging listing that encourages customers to stay, explore, and potentially make a purchase, as this positively contributes to your rankings on the platform.


Achieving higher rankings on Amazon requires a comprehensive approach that encompasses various key strategies. From leveraging Amazon FBA for efficient logistics and faster deliveries to utilizing Amazon PPC campaigns to target keywords and drive organic traffic, sellers have valuable tools at their disposal. Additionally, optimizing product listings with high-quality images, relevant keywords, and accurate categorization enhances visibility and improves search rankings.

By implementing these strategies and staying vigilant in adapting to Amazon’s algorithmic changes, sellers can position themselves for increased visibility, customer trust, and ultimately, higher rankings on the Amazon marketplace.

Author’s Bio:

Arishekar N is the Senior Director of Marketing and Growth at SellerApp, an e-commerce data analytics solution. He is responsible for overseeing the development and implementation of marketing strategies, as well as increasing process efficiency by executing cutting-edge Search Engine Optimization strategies at SellerApp.

Arishekar has over 10 years of experience in marketing analytics and SEO. He has worked as a Digital Specialist for the tech giant IBM and most recently as the Senior Marketing Specialist for ZioTive Technologies where he enhanced their site structure by increasing website and mobile usability. Previously, he worked as a Senior SEO Analyst for Star Group where he was responsible for managing SEO Audits and analytics