Mastering Amazon: Strategies and Tactics for Improving Organic Rank
Why Improve Organic Rank?
Improving organic rank on Amazon is crucial for advertisers to increase visibility, trust and sales. The higher your organic rank, the more visible you are to potential shoppers without paying for ads, supporting incremental growth. Amazon ranks products on the Search Results Page (SERP) based on several factors including:
Sales Velocity
Conversion Rate
Keyword Relevance
Customer Reviews and Ratings
Based on these considerations, here are five key strategies to boost your organic rankings:
Optimise Product Listings (SEO and Listing Quality)
Boost Sales Velocity Using Promotions
Improve Product Ratings and Reviews
Drive External Traffic to Amazon
Amazon PPC
Product Listing Optimisation
Amazon SEO and listing optimisation ensure your products are easily found, which is essential for Amazon's ranking algorithm. The algorithm relies heavily on keyword relevance to suitably match products with customer queries. High quality imagery and content on your PDP also improves your conversion rate. Amazon favours listings that efficiently turn views into sales, so high visibility of your products on keywords + high conversion = better organic rank.
Keywords: Research and include relevant, high-traffic keywords in your product titles, bullet points, descriptions and backend search terms. Tools like Helium 10 or Jungle Scout can be helpful to find the best keywords.
Product Titles: Write clear and keyword-rich titles that convey your product’s key benefits and hit on those high-volume keywords. Looking at Search Frequency Rank (SFR) in the Brand Analytics Search Terms report in Amazon can also prove helpful to understand what keywords are searched for the most by shoppers, for your products.
Product Descriptions: Use concise bullet points and a detailed description that naturally incorporates high-traffic keywords. Answer common customer questions related to your products and drive home the benefits of their use. For example, “The perfect gift for Mother’s Day” or “Take the bore out of chores”.
Imagery and Content: Include multiple high-res images that show your product from different angles and highlight key features. Take advantage of A+ content on your PDP to provide rich and informative visuals to support conversion rates.
Price: Check and compare your competitors pricing to ensure your product is priced competitively to maximise your sales and conversions, supporting ranking.
Promotions
Promotions boost sales velocity - a key driver of organic rank on the SERP. Coupons, discounts and lightning deals attract a major surge of traffic which can lead to a significant boost in sales. Amazon prioritises products that sell quickly and consistently, so promotions driving high volumes of sales improve organic rank. This spike in sales positively influences your product's sales history, which is critical in Amazon’s organic ranking algorithm. Products that have a strong and consistent sales history are rewarded with higher organic placements over time.
Coupons/Vouchers and Discounts: Run Amazon coupons, lightning deals or other promotions and discounts to increase short-term sales volume.
Competitor Research: Research and understand what your top-ranking competitors are doing relative to promotions to stay competitive in your category.
Ratings and Reviews
Positive reviews and high star ratings (ideally 4 stars and above) on your products build trust and drive shopper conversion. When customers see strong social proof, they are more likely to make a purchase. Amazon rewards these products that convert better with high organic ranking. The algorithm also takes into account the number and frequency of reviews - products that gather new reviews consistently tend to rank better, as a sign of continued relevance and customer satisfaction with your product.
Request Reviews: Use Amazon’s “Request a Review” button or follow up with customers via email to ask for reviews.
Manage Negative Reviews: Monitor your reviews and address any negative feedback.
Use Amazon Vine: Enrol your products in Amazon’s Vine Program to generate reviews from trusted reviewers, especially for new products.
External Traffic
Driving external traffic (e.g. from Tik Tok, DTC sites or using DSP) to Amazon increases sales from new sources, which enhances your sales velocity. This shows Amazon that your products are in high demand across multiple channels.
Social Media and Influencer Marketing: Promote your Amazon listings using social media or influencer marketing e.g. on Tik Tok. You can also directly link your Amazon Seller Central to Tik Tok shop to run Tik Tok Spark Ads that directly link out to your Amazon PDPs.
Amazon Attribution: Use Amazon Attribution in Campaign Manager to measure how external traffic sources (like social media, Google and Meta Ads etc) affect your Amazon sales.
Amazon PPC
Engaging in strategic PPC efforts not only drives sales, but improves your relevance on consumer searches. Amazon PPC Ads help generate visibility for your products by placing them at the top of search results or on competitor PDPs. As your product consistently converts for certain keywords, Amazon’s algorithm will learn that your product is a good match for shoppers searching for those terms. While PPC generates paid traffic and sales, it still indirectly helps improve your organic ranking. This is especially important for new products that need to establish themselves in competitive categories.
At ZEAL, we’ve managed millions in ad spend across Amazon, Google, and Meta, consistently delivering exceptional results. Want to see how we can do the same for your brand? Learn more about our services here.
Sponsored Ads: Use Amazon’s Sponsored Products, Brands and Display to increase product visibility in search results and gain high Share of Voice (SOV) %.
Keyword Isolation: Isolate specific high volume, high performing keywords in their own campaigns with top of search (TOS) multipliers to target the highest placements possible, with more control over bids and budgets.
Bid on Competitor Keywords / Products: Targeting competitors helps capture their audience. As these ads drive sales, they will help indirectly boost your organic ranking for related keywords.
Want to know more about how to improve your Organic Rank on Amazon? Get in touch with us at zeal@zealagency.co.uk or at www.zealagency.co.uk.
