How Amazon Ranking Works?

The growth of Amazon in the past few years has been one of the notable events in recent times. The growth has not only brought in many options for buyers but also for product sellers to maximize their revenues.

A buyer comes to Amazon with only one goal i.e., to purchase a specific product according to their needs. So, if sellers want the buyers to purchase products from them, then they need to focus on Amazon SEO.

Also Read- Definitive Guide to Ecommerce SEO Audit

Is Amazon SEO different from the usual SEO we hear about? Let us find out!

The following discussion would reflect on some important aspects related to the working of Amazon SEO. The discussion would dive into characteristics of good sales ranks and the working of Amazon’s best-seller ranking. In addition, the importance of Amazon review ranking and the process for becoming verified on Amazon would also be detailed in this discussion.

Importance of product ranking on Amazon

First of all, let us have a brief overview of the way Amazon looks and how we can identify the rank of a particular product. When a user or shopper searches for a particular product on Amazon, they can find two types of displays of products on the result page. The first type of view is the ListView, which features around 15-16 products on each page. The second type of view is the Gallery View that has around 24-25 products on each page.

The “Sponsored Products” is also another notable category that you can find in Amazon’s search results. Generally, the sponsored product results are visible on the top section of a product page or could also come as a part of the organic results. This is an important factor as you can leverage the right keyword bidding strategies to bring a product to the first page of sponsored products.

The possibility of a product appearing on search results of Amazon increases further by qualifying the criteria of filter fields in the listing copy basically.If you describe your product in a granular fashion with a description of the most minute details then the chances of your product appearing in filtered search results increases.

The next important thing that helps Amazon recognize a product is the product listing’s URL. The parameters in the URL include the keyword, node, and Brandtextebin. The keyword addresses the general requirement of Amazon. The Node parameter refers to the specific number or ID for each Amazon category. The Brandtextebin parameter is used for comparison of the performance of different products.

For example, if a user searches for a black hair straightener, then it would be the keyword, and the node is the ID of the category i.e., “hair straighteners.” The Brandtextebin can help in the comparison between a “Green hair straightener from Brand1” and “Black hair straightener from Brand2”. Well, things got a bit technical there, didn’t they? Then, let us simplify our understanding of Amazon’s ranking further!

The question on your minds right now must be, “what is Amazon sales rank?”, isn’t it? Is it different from Amazon’s bestseller rank? Well, for starters, the Amazon sales rank is not different from the Amazon Best Seller Ranking (BSR). So, it is important to find out its definition, how it works, how to calculate the Amazon sales rank, and how it is used for indicating the performance of products.

What is the Amazon Sales Rank?

The Amazon sales rank is an indicator of the sales of a product as compared to other competitor products in the same category. Click To Tweet A product with sales rank no. 1 is presently the most-purchased product in a particular category. Sellers could be able to see how other products are depicting better sales performance than your own.

You should note that products in the same main category are taken into consideration for Amazon sales rank. So, for every main product category, you can have one product in the first rank, another in the second, and so on. However, one product could have another Amazon sales rank in more than one sub-category. Take a look at the screenshot below for understanding.

Amazon rank categories

Working of Amazon sales rank

So, what is a good sales rank on Amazon? Basically, the number of searches in which your product appears does not matter. The conversions matter! A higher sales rank would imply that the sales volumes of your product are better than other competing products in the same category. Now, let us look at the way in which Amazon bestseller rank works. It is an inverse ranking system in which products that generate worst sales are ranked last, and the products with the best sales rank at the top.

There is no clarity about how the Amazon sales rank is calculated, and you can also find that the Amazon sales rank of a specific product fluctuates. The primary reason for the fluctuations, however, is the hourly update of the Amazon sales rank. Therefore, there is no reason to worry about that! However, the ambiguity around the exact mechanism for calculation of Amazon sales rank is one of the troubling aspects for sellers. On the contrary, it is important for every seller to focus on three important things.

  1. Amazon depends on a search engine, and so you have to do SEO here too!
  2. Buyers would look for your product, among other products in a category. So, it is important to improve your product visibility, thereby implying the importance of Amazon SEO.
  3. Competitors are also in the run to the top. So, you need to start implementing SEO strategies right away for obtaining top Amazon sales ranks.

A9 Algorithm: Driving Force Behind Amazon Sales Rank

Now, the question is, “what drives Amazon SEO?” The answer is the A9 algorithm. An understanding of the A9 algorithm is the only way to obtain a precise account of the process to find out Amazon sales rank. The A9 algorithm is a product ranking algorithm that follows queries or keywords in the search box. The algorithm selects the products to display for potential buyers and the order of arranging the products on certain criteria.

The criteria include the relevance of products to search queries or keywords, the number of previous purchases for a specific product, and the previous customer buying preferences and behavior. In addition, there are many other factors that define the working of the A9 algorithm i.e., the Amazon bestseller rank. However, you can experiment continuously to find out a clear impression of how it works.

For instance, we have come up with some factors that impact the search rankings of the A9 algorithm. The factors influencing the A9 algorithm are evident in two separate categories i.e., explicit and indirect factors.

Explicit or direct factors include price, text relevance, and stock supply. In terms of pricing, a bigger price difference from the competitors could be a big disadvantage for Amazon sales rank. Similarly, in terms of stock supply, products that run “out of stock” could be at the downside of Amazon sales rank.

Finally, the text relevance factor refers to the optimization of product listing and URL with the right title, description, and parameters.

On the other hand, indirect factors are the background factors that are expected to have a considerable impact on the Amazon sales rank. One of the formidable inexplicit factors that influences Amazon sales rank is sales velocity, which is the foundation of Amazon sales rank.

The significance of the Amazon sales rank can be evident in various types of applications that we can derive from it. Most important of all, it helps in product research and competitor benchmarking. The quantified impression of a product’s sales performance, along with the competitor product’s sales performance, serves as a formidable advantage for sellers.

Amazon Reviewer Rank

Is there any other ranking credential on Amazon? Definitely yes! The Amazon reviewer ranking is the rank of reviewer profiles of a product as compared to other reviewers. The ranking of reviewers is based on the effectiveness of reviews in helping customers. Users can find a reviewer rank like the one in the screenshot below.

Amazon Reviewer Rank

The Amazon reviewer rank depends on various factors. First of all, the number of reviews written by a user decides the reviewer’s ranking of the user. The next factor refers to how recent are the reviews, and the final factor refers to the number of votes for the reviews.

Also Read- E-commerce SEO Checklist to Increase Online Store Traffic

If you expect to get paid for reviews on Amazon, then you have to make it to the Amazon Vine Program. Amazon does not allow sellers to provide their products to users for ‘honest’ reviews or incentivizing users in any form. The only incentive that users will receive products for review, and they can receive Amazon gift cards as their rewards.

Amazon Verified Purchase

Another prominent aspect in the Amazon reviewer ranking refers directly to the “Amazon Verified Purchase.” The “Verified Purchase” reviews also influence the ranking algorithm of Amazon. So, if you want to know how to get verified on Amazon, then you should purchase a product on Amazon at the price of 80% of the total value of the product. In addition, a user should spend at least $50 from their account for leaving a “Verified Purchase” review.


Therefore, you could use the above-mentioned factors i.e., Amazon sales rank, Amazon reviewer ranking, and Verified Purchase badges for increasing visibility of a product on Amazon. Click To Tweet An understanding of the different components of the wheel could help you put the whole mechanism together and obtain success as a seller on Amazon.

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