I must be honest – I probably don’t pay as much attention to every single new SEO trend and algorithm tweak as I should (can I at least pretend to have a life?!).

But even I’ve noticed how often I’m seeing references to Amazon Search in recent months.

Many SEO specialists are expecting a huge growth in Amazon Search Optimisation in the coming year, and putting it in firmly in the category of competition to Google.

Really? Google?!

Now personally, I couldn’t see how it could ever be spoken about in those terms. So I did a little digging.

How could an algorithm similar to Google’s, but only used for internal searches within Amazon pages, be a genuine competitor?

Kind of a big deal

Well, to start with, 72% of shoppers in the US, UK, Germany and France now use Amazon to find products, according to a study from Kenshoo.

Even more interesting is the 56% of consumers that actually search on Amazon first before they go looking at other sites.

Essentially, then, Amazon’s fast becoming the Google of e-commerce. And that means if you’re selling a product but you’re not on Amazon, you could be missing out on 56% of potential customers.

Prime time

These people searching on Amazon don’t just find products either – they find everything else they need to know, and would previously have searched for using Google: descriptions, reviews, similar product suggestions… in other words, everything they need to do their homework before making a purchasing decision.

And when it comes to actually committing to the purchase, people favour Amazon because of its convenience, prices and ease of shipping,

But what does ASO involve?

I’ve always been transparent about the depth of my technical SEO knowledge. I mean literally… it’s so thin it’s transparent.

You’ll find more detailed information in this Amazon Search Optimisation Guide I found.

Here it is in a nutshell:

Every Amazon seller knows that the higher their product appears on the results page the better. Products that don’t come on the first page of the search results will never be seen by potential buyers. In fact, some shoppers never get further than the top three listings.

The Amazon Sales Rank is an inverse ranking system. In other words, a product generating the worst sales ranks last, whereas a product making the best sales ranks first.

It seems that the experts can’t quite agree on or nail down exactly what determines the sales rankings, but there seems to be three important things that every seller on Amazon should remember:

  1. Just like Google, where there’s a search engine, there’s SEO too.
  2. Potential buyers will almost certainly be wading through similar products before finding yours, so improving your product’s visibility is crucial.
  3. If you’ve just woken up to Amazon Search Optimisation, your competitors are probably doing the same!

Whether you like it or not, Amazon ain’t going nowhere. And when it comes to your product, getting in front of as many eyeballs as possible is key to success, so including optimisation for Amazon into your SEO strategy is a no-brainer for any seller, surely?

Ben Hollom

July 11, 2019