아마존에서 순위를 결정하는 35가지 요소
feedbackz.com 사이트의 ‘Amazon’s 35 Ranking Factors: A Complete Breakdown List’ 의 글을 소개한다.
현재 아마존(Amazon.com) 판매자이자 마케터라는 직업을 갖고 있는 나에겐 매우 흥미로운 내용이다.
네이버, 다음, 구글 등의 검색 엔진뿐 아니라 지마켓, 이베이, 아마존 등의 전자상거래 쇼핑몰도 검색 알고리즘을 갖고 있다.
즉, 키워드 검색 시 노출 순위를 결정하는 각각의 방식이 존재한다는 것이다. 아마존은 ‘A9’이라는 검색 엔진을 사용하고 있다.
‘Amazon’s 35 Ranking Factors: A Complete Breakdown List’는 아마존 ‘A9’의 알고리즘을 분석한 글이라고 봐도 무방하다.
하단의 내용은 개인적 편의를 위한 주요 내용만 스크랩한 것이다. 원문은 본 포스트의 상하단의 링크를 통해 볼 수 가 있다.
Amazon’s 35 Ranking Factors: A Complete Breakdown List
Total Revenue = Number of Products Sold x Sales Price.
Now take Total Revenue x Range of Time = Ranking Score
Click Thru Rates
1. Click Thru Rates
2. Quantity & Score Of Product Reviews
A product with 4.85 star rating and 55 reviews will beat out a product with 2.5 stars and 300 reviews almost every single time.
3. Main Product Image
Good Main Image = increased CTR.
4. Product Title
Good Product Title = increased CTR.
5. Brand Name
6. Conversion Rate
Conversion rates and CTRs go together like ice cream and summer, pancakes and syrup, Yin and Yang,…
7. Overall Product Listing Optimization
- Clarification from something they saw in the search results page
- Confirmation of certain specifications
- More details on specifications
8. People / Benefits Focused
I think this is a factor that is often ignored; it’s like an X-factor type thing. … that they forget they are selling to humans at the end of the day.
“Write to people. Write professionally. Write concisely. Write short. Write benefits. More importantly” ; tie the specifications to the benefits.
Sales And Product Listing History
9. Sales / Product Listing History
10. Past 7, 14, 30 Days Revenue, Conversions & Units Sold
11. Refund Rate
12. Age Of Product Listing
13. Total Revenue Ever
14. Internal Referral Path
15. “Super URLs”
Product Reviews, Product Reviews, Product Reviews
16. Reviews Minimum Threshold – Part 1
17. Reviews Minimum Threshold – Part 2
18. Length Of Reviews
These next 4 factors (#18, 19, 20, 21, 21) all relate to Quality of Reviews and what factors Amazon uses to distinguish and determine what is more “quality”.
Does Amazon take into account the number of words and characters of your product reviews? More than likely. The longer the review, the better they generally help people.
19. Rank Of Reviewers
Tip: Target the top 1,000 ranked reviewers. I guarantee you it will make a huge difference.
20. Overall Total Votes On Reviews
21. Customer Videos / 22. Customer Images
23. Customer Questions / 24. Customer Answers
25. Inventory Availability
26. Over 150+ Units Available
This is one that I haven’t shared with anyone. (Okay, maybe one or two..) but I have observed that when I do a re-stock (of at least 150 or more), my rankings take a BIG boost.
Now; this isn’t “running out of stock on the listing for a few days and then re-stocking” this is “you have 100 units available already and you just put in another 300 more”.
Trust me; if you’re able, you’ll love this gold nugget ranking factor. =)
On Page Keywords
27. On Page Keywords / Density / Weight By Order Position
28. Product Title Keywords
29. Search Term Box
Don’t waste space duplicating words you already used in your title, description, bullets, etc. Don’t use commas, waste of space.
Put in common mis-spellings? Sure why not. Put in other trademarked brands? Errr… No.
How much weight does anything in this area carry? On a scale of 1 to 100. More than 1, less than 15. It’s better than nothing. Do it, it’s a basic requirement.
30. Product Descriptions
Yes. Don’t keyword stuff, keep it about 2-3% density. But most importantly write it for a human.
Not weighed as strong as a product title, but I suspect stronger than the Search Term Box.
Doesn’t matter though; it’s not like you can’t not do it. (don’t you love that word?)
31. Product Bullets Points
Use every character you need, but don’t ramble about nothing either. You can be concise without being long winded.
No stupid stars, no stupid characters, it just makes your private label brand look tacky and amateurish..
Nobody reads long stuff anyways.. they are skimming for keywords.
32. Keywords In Customer Reviews
Impressions / Sessions / Page Views
33. Impressions / Sessions / Page Views
34. Outside Traffic Sources
Seller Account Authority
35. Seller Account Authority / Rating / Health
VVVVVVVVVVVVVVery Good Post