如何提高自己的listing排名？亚马逊影响listing排名因素！（英文原文）

Understanding the Amazon Search Engine A9

What is Amazon A9 Algorithm? Amazon A9 is simply the name of the search algorithm amazon uses.

When someone comes to amazon and searches for a product, the A9 Search Engine Algorithm will decide which products to display and in which order. So it will decide which listings to display on the first page.

The two main things it considers are:

Relevancy: Based on search term customer has entered, it will decide which products are the most relevant to that search term.

Conversion: It will then look at how well the products are converting. Which ones are most likely to lead to a sale.

Based on those 2 factors, it will then present a list of products sorted in order which amazon believes is the best possible order to lead to a sale.

The algorithm is designed in this way, because amazon only makes money when a sale takes place. If the product does not sell, both amazon and the seller does not make any money. Therefore the core goal of the A9 is to generate sales.

For the a9 algorithm to work effectively it has to look at a large number of data points or ranking factors which all contribute towards how amazon view your key performance indicators. These key performance indicators are very important when it comes to deciding where your listing will appear in the amazon search results.

These Key performance indicators include:

1.Relevancy

Your product needs to be super relevant to the search term entered by the customer.

2.Click through rate

You also have to have a good click through rate. This is the percentage of people that clickthrough to your product once they have viewed it in the search results.

Therefore, if 100 people have seen your product as part of the search results and 5 of them haveclicked on your listing, that’s a 5% click through rate.

If your competitor only has a 4% click through rate and all other things are equal, then in theoryyour product will displayed first in search results, or above them. Because you have a better clickthrough rate.

3.Conversion rate

This is even more important than the click through rate. Conversion rate is the percentage ofcustomers who will commit to buy once they have clicked in your product listing. How many ofthose click convert to a sale.

4.Price 

this is also very important when it comes to conversion rate. But just being thecheapest won’t mean that you will be ranked better. We can see this often in search results,where the top listings are also often the most expensive listings. But for an average sellinglisting, dropping a price slightly can have a positive impact on conversion rate as well as theclick through rate.

5.Reviews 

this is how amazon judges whether your product is good. So if a customer buys your product and leaves you a negative review, amazon knows that there is something wrong with your product. If that happens a lot and you end up with a low review score. This will then impact your click through rate and conversion rate, because customers won’t want to click on your listing. In addition, amazon will know that customers are generally not happy with your product, so they won’t display it in search results, or display it lower than other competing products that have a better review score.

6.External Traffic 

For example if you are advertising through social media and you are sending traffic to your listing from external sources, amazon will like that. Amazon likes when traffic comes from external sites and generate sales on amazon. Amazon then sees your product as a way of growing their business, because your product is bringing more customers and generating more sales.想获取更多亚马逊listing资料，微信 mtzc20y

7.Availability 

This is a very important factor, because if your product is out of stock, there is a very good chance that amazon will not display it at the top of results when it is back in stock. Reason being is that amazon sees this as poor management and unreliable. So if you do go out of sock, amazon will mark you down on your BSR and will not increase until you have proven that you can sell and maintain your inventory.

8.Order defect rate

if you sell 100 products and 10 are returned, then your return rate is at 10%, and in the same way as negative reviews, tells amazon that your product is not very good. If the return rate is high, amazon can go as far as suspending your listing until you fix the problem.

9.A+ Content 

This can have a massive impact on your conversion rate. This is especially true when it comes to sales generated through mobile, rather than desktop, as the A+ content is a lot more visible and obvious when viewed on a mobile device.

10.Answered Questions 

This is the answered questions section that appears at the top of the product listing page, where amazon customers can ask questions about the product. So if you are getting a lot of product questions and you are answering them very quickly, it means there is a very good interaction on your product listing page. This is another factor that can impact your product listing positively when it comes to ranking.

11.Fulfilment method

FBA sellers are in a better position here, because amazon does favour FBA over fulfilment by merchant.