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Amazon Ranking Factor–vol.2

Amazon Ranking Factor–vol.2

作为电商大军中的一员,我们都知道产品的排名对于销量有多大的影响,做独立站,当你做Google关键词的时候,你需要了解Google的规则,让自己的关键词能够排位靠前;做平台,你需要了解平台的规则,并针对规则,让你获得更多的流量红利,无论你是SMT、ebay、Amazon的卖家,还是wish、lazada等,在哪个平台,我们就要遵循那个平台的规则,我曾了解过一些朋友,ebay做的非常牛逼,日发万单,但是转到Amazon,复制ebay的模式,结果一天就几单、几十单;这种情况,比比皆是,近期Amazon如火如荼,所以今天我们让Bill大神,给我们介绍一下Amazon的规则之排名的影响因素。

背景知识
我们先看看Amazon 如何说产品排位:
“Search is the primary way that customers use to locate products on Amazon.com. Customers search by entering keywords, which are matched against the search terms you enter for a product. Well-chosen search terms increase a product’s visibility and sales. The number of views for a product detail page can increase significantly by adding just one additional search term – if it’s a relevant and compelling term.
“Factors such as price, availability, selection, and sales history help determine where your product appears in a customer’s search results. In general, better-selling products tend to be towards the beginning of the results list. As your sales of a product increase, so does your placement.”

根据以上两段话,我们可以总结出:第一,亚马逊买家最主要是靠关键词搜索进行购物,因此产品排位的因素之一就是关键词, 第二,Search Terms, Price, Inventory Levels, Selection, and Sales history 都是占有一定比例的权重

 

我把权重分为两部分:

第一部分,Performance Factor;

第二部分,Relevance Factor

第一点 Performance factors
亚马逊会把能够为它带来最大利益的产品靠前,产品卖的越好排位越靠前

1.Conversion Rate

位置: Reports >> Business Reports >> Detail Page Sales and Traffic

请确认 Unit Session Percentage 选项已被勾选

Session定义: Sessions are visits to your Amazon.com pages by a user. All activity within a 24-hour period is considered a session.

如果你的产品被跟卖了,CR值需要根据你的BuyBox 占比来重算

2.Images

符合Amazon的纯白底要求RGB255,255,255, 像素大于1001 x 1001

3.Price

有竞争力的定价,除了在Amazon平台同类目产品中有优势,还要与Amazon平台以外的网站比较

 
第二点 Relevance Factors
Amazon 会分析下面的几个因素来判断产品是否买家想要的

1.Title

Brand and description + Product line + Material or key ingredient + Color + Size + Quantity

Example: Brush On Block + Broad Spectrum SPF 30 + Mineral Powder + Sunscreen

2.Brand

The brand will always link to a search result of more products from the same brand. When you list products, always include the proper brand name.

3.Bullets and description

Bullets points seems to be more influential on search rankings than the description. After doing some keyword research in Google, and including them in the bullets points, we found that our ASIN began to appear on the second and third pages of results.

4.Search Terms

There are five fields that accept 50 characters each

You do not need to repeat any words

Order of the search terms may matter

Do include synonyms or spelling variations

Example 1 :

Example 2:

:

No word is repeated, there are no variations of the same word and I’ve used as many characters as possible for maximum exposure.

 

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