Countless strategies exist to improve your Amazon organic ranking, but one method has consistently proven effective: Amazon ads. Using Amazon ads goes beyond simple paid placements; it’s a strategic approach that, when done right, can boost organic rank by driving sales and improving product visibility in search results.
Amazon’s A10 algorithm, which determines organic rank, relies on factors like sales velocity, relevance, and customer satisfaction. Amazon ads can amplify these elements by increasing visibility, click-through rates, and conversions—all metrics that signal to Amazon’s algorithm that your product is both relevant and in demand.
In this guide, we’ll explore Amazon’s organic ranking essentials, explain how Amazon ads contribute to ranking improvements, examine key ad types, and outline actionable strategies to maximize ad-driven organic growth.
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Understanding Organic Ranking on Amazon
Amazon SEO, or search engine optimization, is the process of optimizing product listings to increase visibility in Amazon’s search results. Unlike traditional SEO, Amazon’s approach focuses on product relevance and performance.
Effective Amazon SEO involves refining titles, descriptions, images, and backend keywords. Each element is tailored to help listings rank higher by aligning with how Amazon determines relevancy and appeal.
Amazon’s ranking system evaluates these components through its proprietary A10 algorithm.
Amazon A10 Algorithm and Its Role in Organic Ranking on Amazon
At the core of Amazon’s ranking system, the A10 algorithm determines which listings rank highest. It evaluates factors like sales history, relevance to search terms, customer reviews, and conversion rates.
The A10 algorithm continuously analyzes these metrics to find listings that best meet shopper needs. Products that score well on these criteria are rewarded with higher organic visibility.
Mastering the A10 algorithm’s requirements is crucial for Amazon sellers aiming to improve organic rankings. By optimizing for these specific ranking factors, sellers can significantly increase their reach on Amazon.
Impact of Amazon Advertising on Organic Ranking
When used effectively, Amazon advertising can significantly impact organic ranking. Ads drive traffic to your listings, boosting both visibility and sales, which directly supports key metrics evaluated by the A10 algorithm.
Amazon ads target essential metrics like sales velocity, click-through rate, and conversion rate—metrics the A10 algorithm prioritizes. By increasing these figures, ads signal to Amazon that your product is relevant and in demand, leading to better organic ranking.
In short, Amazon advertising not only generates immediate sales but also strengthens your product’s position in search results. This dual impact makes advertising a powerful tool for achieving long-term organic growth on the platform.
Performance Metrics that Influence Your Organic Ranking on Amazon
Amazon uses specific performance metrics to determine which products rank higher in search results. These metrics collectively guide the A10 algorithm, shaping the organic ranking of each product.
Monitoring and optimizing these key areas can help sellers improve their visibility and competitive edge on Amazon’s platform. Here’s a breakdown of the core metrics and their impact on Amazon SEO:
- Sales Velocity
This is the rate at which a product sells over time. Higher sales velocity signals demand, indicating to Amazon’s algorithm that a product is relevant and popular, which can positively influence its ranking.
- Click-Through Rate
CTR is the percentage of people who click on your listing after seeing it in search results. A high CTR suggests that the listing is engaging and relevant, encouraging Amazon to rank it higher.
- Conversion Rate
This is the percentage of clicks that result in a purchase. A high conversion rate indicates that customers find the product appealing and trustworthy, which boosts ranking potential.
- Customer Reviews and Ratings
Positive reviews and high ratings enhance product credibility and appeal. This feedback directly influences rankings, as Amazon prioritizes products that generate strong customer satisfaction.
- Pricing Competitiveness
Competitive pricing helps attract more customers, which can lead to higher sales and conversion rates. Listings with appealing prices are often rewarded with better visibility on Amazon search results.
- Stock Availability
Consistent stock levels ensure that a product remains available for purchase. If a product frequently goes out of stock, it may lose ranking, as Amazon favors listings that offer a reliable purchasing experience.
How Amazon Advertising Can Improve Your Amazon Organic Ranking
Boosting organic ranking on Amazon can be achieved using a strategic ad campaign. Ads drive traffic and conversions, signaling to Amazon’s A10 algorithm that the listing is relevant and in demand, which can improve organic rankings.
By targeting metrics like sales velocity and click-through rate, ads create immediate visibility and long-term ranking benefits, helping listings perform better in Amazon’s search results.
Sponsored Products
These ads promote individual product listings and appear in search results and on product pages. Sponsored Products are highly effective at driving traffic to a specific listing, increasing sales velocity, and positively impacting organic ranking.
By targeting high-conversion keywords, Sponsored Products ads can improve click-through rates and conversions, key metrics that the A10 algorithm considers for ranking.
Sponsored Brands
This ad type highlights a brand logo, headline, and up to three products, appearing at the top of search results. Sponsored Brands increase brand awareness and showcase product variety, which can lead to increased clicks and conversions across multiple listings.
When shoppers engage with Sponsored Brands, it can boost the organic ranking of multiple products simultaneously by strengthening the brand’s presence and perceived relevance on Amazon.
Sponsored Display
Sponsored Display ads use Amazon’s display network to retarget shoppers who have viewed your product or similar items, keeping your listing top-of-mind. These ads drive traffic and re-engagement, boosting conversion rates over time and signaling strong customer interest in Amazon’s algorithm.
This visibility and engagement can contribute to a higher organic rank for the product.
Amazon Demand-Side Platform
Amazon DSP enables programmatic display advertising across Amazon and other platforms. These ads target specific audiences with more precision, expanding brand reach and driving traffic back to your listing.
While more of an upper-funnel ad type, DSP ads can enhance brand visibility and lead to increased organic traffic and eventual conversions, positively impacting the organic ranking for your product listings over time.
5 Amazon Advertising Strategies to Boost Organic Ranking
There are several ways to ensure your Amazon ads are effective in driving both paid and organic growth. By implementing these strategic approaches, sellers can optimize ad performance and positively impact organic ranking.
Here are some proven strategies to drive organic growth and get the most out of your Amazon ads:
1. Optimize Keyword Research for Amazon Ads
Selecting the right keywords is essential for targeting relevant audiences and maximizing conversions. Effective keyword research involves identifying high-volume, high-relevance keywords that match what your target customers are searching for.
By focusing on competitive, conversion-friendly keywords, you increase the likelihood of boosting click-through rates and conversion rates. This activity signals to the A10 algorithm that your product on Amazon is highly relevant to popular search terms, positively impacting organic rank.
2. Bid Competitively and Adjust Based on Data
Bidding competitively on keywords allows your ads to achieve higher visibility, which is crucial for gathering performance data quickly. Amazon’s suggested bids are a useful guide, but going above these bids initially can help you gain insights faster.
Monitoring conversion rates is key; if a high bid leads to low conversions, it may indicate that the keyword or listing content needs adjustment. Competitive bidding signals relevance and encourages conversions, which Amazon views as a strong ranking factor.
3. Regularly Monitor and Adjust Ad Campaigns
Regularly evaluating campaign performance allows you to fine-tune bids, keywords, and targeting. Keep an eye on metrics like ACoS (Advertising Cost of Sales) and TACoS (Total Advertising Cost of Sales) to measure ad efficiency in driving organic sales.
If ACoS spikes on certain keywords, check the Search Query Performance Report to see if organic sales remain strong. Adjusting bids based on these insights can maintain ad profitability while supporting organic growth.
4. Use Amazon’s Search Query Performance Report
This report offers insights into how customers are finding your product, helping you identify which keywords lead to conversions. Use this data to adjust your ad targeting, either by bidding more aggressively on high-conversion keywords or cutting back on those with low returns.
These adjustments ensure your budget is directed toward keywords that effectively drive conversions and reinforce organic ranking.
5. Focus on Ad and Listing Relevance
For an ad campaign to be successful, your product must align closely with the keywords it targets. No matter how high your bid, relevance is critical—Amazon prioritizes ads and listings that resonate with the shopper’s search intent.
Enhancing listing content to align with ad keywords, such as optimizing product titles and descriptions, will improve relevance and organic visibility.
Amazon Advertising FAQs
Building a Sustainable Organic Ranking Strategy with Amazon Ads
Using Amazon ads to boost organic ranking requires strategic planning and consistent optimization. By focusing on relevant keywords, competitive bids, and key performance metrics, you can maximize ad impact and enhance organic visibility.
Amazon ads drive the sales, click-through rates, and conversions that Amazon’s A10 algorithm values. This dual effect of immediate visibility and long-term organic growth makes ads essential for achieving a strong position.
Incorporating ads into a broader Amazon SEO strategy, like optimized listings and customer reviews, creates a stable foundation for success. With the right approach, Amazon ads become a powerful tool to increase organic ranking and drive steady, long-term growth on the platform.
Are you having trouble improving your organic ranking? Contact our full-service Amazon agency and get the help that you need today!
