The Secrets to Improving Your Product’s Ranking on Amazon 

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Improving your product’s ranking on Amazon rests on a few key areas. By using Amazon Marketing Services, crafting a stellar product listing, customer education, and optimizing for search, you can help your product’s ranking improve over time. While very few things are guaranteed in marketing, these are our top tips for selling products on Amazon.

Develop an Understanding of Amazon Marketing Services

Amazon Marketing Services is similar to other paid media platforms like Google Ads and Facebook Ads, though there are some distinct differences to know before getting started. The better companies understand these differences, the better they’ll rank.

AMS helps sellers reach shoppers with highly visible and targeted ads. You only pay for the clicks your ads receive, which is different from using a campaign optimized for impressions or reach on Facebook. With detailed reporting, you can optimize campaign performance from start to finish.

The substantial targeting capabilities helps you guess less and earn more. With keyword suggestions and similar product selections, you can hone your ad targeting to reach an accurate audience.

Even though you don’t pay for impressions, the extensive reporting includes impressions, clicks, considerations, sales, and more, which can help you determine the best performing ad creative, A/B test targeting, and adjust bids.


Optimize Your Product Listings

Amazon gives you distinct guidelines on how to create an ideal product listing, but it’s up to you to use it creatively. This includes what they call “Enhanced Brand Content”. Shape your EBC content to the goal users have when purchasing your product. This is ideal for lifestyle brands, where customers aspire to reach a certain level. In the same way, fitness brands use fit models to create aspirational imagery.

Your EBC content includes:

  • Key features
  • Product images
  • Product description

A product listing’s key features live at the top of the listing, and entice the viewer to keep scrolling to the full product description. This is where you share the top points, uses, and benefits. (It should be a given that if you’re selling a supplement or related product that it’s necessary to avoid making claims anywhere on your listing.)

Your EBC content can include more than only product images. We’ve seen products with additional lifestyle images perform well, as well as sizing charts and features. These designs are like mini infographics and can include benefits like supporting healthy sleep or healthy movement.

Every listing can have seven images. Break this down with multiple views of the product, lifestyle images, and the mini infographics to create a visual display that will help people buy into the experience.

The full product description is where you add more detail to encourage viewers to click “Add to Cart”. Make all product information clear and concise, providing as much detail as possible to answer potential buyers’ questions so they place an order.

Don’t Wait for Product Reviews, Educate Instead

As Amazon’s algorithm has become more sophisticated, it’s up to brands to adapt. Rankings are weighted by recent transactions and a combination of other factors, which means you can’t wait for organic reviews to come. To help your product listings from the start, focus on building your brand and creating relevant content.

Producing content to educate your target consumer is one of the best ways to increase your conversion rate. In addition to each listing, focus on your website and social profiles, producing different types of content on your product’s key features.

By doing this, you can bring traffic to your Amazon page and increase the likelihood people will buy and leave a review. It’s important to note that Amazon has strict guidelines on soliciting reviews.

Optimize for Search

Optimizing for search is important even if you’re planning on paying for sponsored listings. Potential buyers search by keywords, which then pull matching product listings into the results. Think of this like Amazon’s internal SEO. This means that you need to consider the keywords you want to rank for before finalizing key features and product descriptions.


Amazon uses these factors to determine ranking:

  • Degree of text match
  • Price
  • Availability
  • Selection
  • Sales history

By maximizing the available listing space, you can support a healthy product listing for your chosen keywords. Remember, reviews play an essential role in how your listing performs and it may take time to reach the first page. If a company is promising reaching the first page of search results soon after launch, be wary of their tactics.

Improving your product listing’s ranking on Amazon relies on a strategy designed around great content and supportive keyword and content strategies. Once these are in place, you can support healthy product growth to help people discover your product and continue growing your company. To discover more about how we help companies excel on Amazon, shoot us an email.


By Marc Apple

Marc Apple is recognized as a leader in the marketing industry and has 20+ years of experience helping businesses of all sizes improve their digital marketing. He specializes in website design, SEO, social media, and paid search programs. He is a frequent contributor to other marketing websites and speaks regularly about marketing to small business owners and startups. To learn about Marc and to contact him, visit his author bio page.


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