In this 60-min Amazon Product Discoverability course, former member of the Amazon Seller Services team, Pat Petriello, will take a deep dive into what drives the Amazon SERP & actionable steps you can take to get your products found.

1. Increasing Your Product
Discoverability on the Amazon SERP
I n cre a sin g P ro d u ct Disco ve ra b ilit y o n A m a zo n t h e S E RP

2. Logistics
• Submit Questions In the Chat Box to the Right
• Session Recording Will Be Sent Next Week
• More Resources In the Handouts Section to the Right
T O D AY ’ S S P E A K E R S
Pat Petriello
Senior Marketplace Strategist
CPC Strategy
Jeff Coleman
Director, Account Management
CPC Strategy

3. OVERVIEW
• Founded in 2007
• Recognized as an Official Google Shopping Partner
• 300+ Active Retail Clients
• Top 50 fastest growing company in San Diego 3 years
CLIENTS
About CPC Strategy
SOLUTIONS
• Retail-focused Paid Search (PPC)
• Google Shopping Management
• Shopping Channel Management
• Amazon Sales Acceleration

5. Pat Petriello
Senior Marketplace Strategist
 Former member of Amazon Seller Services Team
 Former professional seller on Amazon.co.uk, eBay, Buy.com
 Lead architect for CPC Strategy’s Amazon Sales Acceleration Program
 Engineered & directed million dollar revenue stream on Amazon

6. Jeff Coleman
Director of Account Management
 7+ years experience in retail search space
 Oversees the Structured Data Department at CPC Strategy
 Oversees the CPC Training Program
 Founded CPC University
(An advanced program dedicated to the education of retail search strategies)

7. Poll For The Audience…
Which describes you best?
A. Third Party Reseller
B. Third Party Brand Manufacturer
C. Vendor to Amazon (Access to Vendor Premium Services)
D. Not currently selling on Amazon

8. Overview
• Amazon’s Motivations & Goals Positioning Products on the SERP
• What Factors Drive Organic Ranking on Amazon’s SERP
• LIVE Amazon SERP Walkthrough
• Actionable Steps to Increase Product Discoverability
• Live Q&A

9. Amazon’s Motivations &
Goals Positioning Products on the SERP

10. Amazon A9 Product Search
Amazon’s Goals
- It's Amazon’s goal to be Earth's most customer-centric
company, where customers can find and discover anything
online
- Create the best possible buying experience for their customers
- Surface the most relevant and thoroughly vetted products on the SERP
- Optimize Amazon.com for conversion
- Customer-centric = Seller agnostic
- Build consumer trust
Source: http://www.amazon.jobs/

11. Amazon A9 Product Search
If You’ve Done a Search on Amazon, You’ve Used the A9 Product
Search Engine
[Amazon’s] work starts long before a customer types a query. We've
been analyzing data, observing past traffic patterns, and indexing the
text describing every product in our catalog before the customer has
even decided to search.”
Source: http://www.a9.com/whatwedo/product-search/

12. Amazon A9 Product Search
Understanding the Customer
The better [Amazon] understands the meaning of a query, the better we
can help customers find the products they want. So we focus on the
words and the intent behind those words. When a customer tells us they
are looking for "Harry Potter in books", we distinguish in their query the
title: "Harry Potter" from the category information: "in books".
Source: http://www.a9.com/whatwedo/product-search/

13. Amazon A9 Product Search
Results and Ranking
One of A9's tenets is that relevance is in the eye of the customer and
[Amazon] strives to get the best results for our users. Once we
determine which items are good matches to the customer’s query,
our ranking algorithms score them to present the most relevant
results to the user.
Our ranking algorithms automatically learn to combine multiple
relevance features. Our catalog’s structured data provides us with
many such relevance features and we learn from past search patterns
and adapt to what is important to our customers.
Source: http://www.a9.com/whatwedo/product-search/

14. Factors Driving Organic Ranking on
Amazon’s SERP

15. Factors Driving the Amazon SERP
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Factors such as degree of text match, price, availability, selection, and
sales history help determine where your product appears in a customer's
search results.
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID
Source: https://sellercentral.amazon.com/gp/help/10471/ref=pt_10471_cont_30081

16. Factors Driving the Amazon SERP
Action Item
You don’t want to “race to the bottom”, but price does have a direct
impact on where products show up in the SERP. Focus on your most
important products and your top target search queries to identify how the
price of your product compares to competing products. Consider a
temporary sale to reduce the price and measure how it impacts your
product ranking.
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

17. Factors Driving the Amazon SERP
Action Item
Products that are offered via Fulfillment by Amazon (FBA) tend to rank
higher than those which are merchant fulfilled. Make sure your best
selling ASINs have FBA inventory and are not at risk for stocking out. Be
proactive to ensure you don’t have gaps in inventory coverage.
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

18. Factors Driving the Amazon SERP
Action Item
Products with positive (4-5 star) and a high volume of customer reviews
relative to competing products will rank higher than those with low
quality and low volume reviews. Use feedback solicitation tools such as
Feedback Genius and Snagshout to increase the volume of reviews.
Focus on your most important products and your top target search
queries, use the average number of reviews from your competitor
products as a baseline.
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

19. Factors Driving the Amazon SERP
Action Item
Sponsored products are one the most powerful tools on Amazon for
driving incremental sessions and sales. Make sure that 100% of your
products are included in at least one sponsored products campaign, that
you are leveraging both automatic and manual campaigns, and that you
are bidding on the search queries which are most important.
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

20. Factors Driving the Amazon SERP
Action Item
When variations of a parent product (ex: size, color) are linked together,
they will get found more often and generate more sales than if each
variation is separate. If you have products which are variations, make
sure to group them together using a parent-child relationship. When a
shopper finds one product in the family, they’ll find the whole family.
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

21. Factors Driving the Amazon SERP
Action Item
Zoomable images have proven to enhance sales. Images must be at
1,000 pixels or larger in either height or width to enable zoom
functionality. Multiple high quality images give shoppers the confidence to
make a purchase decision and proceed to checkout. Make sure you have
zoomable images and multiple images for each product you are selling.
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

22. Factors Driving the Amazon SERP
Action Item
Each individual word in the Product Name (Title) is searchable on its own,
meaning a concise and relevant title will drive traffic to your product.
Make sure to include the brand, material, size, color, product type, and
descriptive keywords in your product title for all of your products. Optimal
title lengths are between 80 and 100 characters, although this does vary
by category, and are being policed more aggressively by Amazon.
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

23. Factors Driving the Amazon SERP
Action Item
Information provided in the product feature bullet points are searchable
by customers. You have a 500 character maximum length for bullet
points. Make sure your bullet points are detail rich, include keywords you
want to rank for, and highlight crucial product features to give customers
the confidence to make a purchase decision. Be certain your bullet points
are describing the product and are not seller specific.
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

24. Factors Driving the Amazon SERP
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Action Item
Information provided in the product description is searchable by
customers. You have 2000 characters to enter rich product detail to
differentiate your product from competitor products. Make sure you are
fully leveraging the product description field for each of your products to
provide in-depth details about each of your products. The more rich your
descriptions, the better your products will convert.
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

25. Factors Driving the Amazon SERP
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID
Action Item
Product search terms do not appear on product detail pages but are
indexed for search by Amazon. Sellers have 5 fields of 50 characters
each, or 250 characters total worth of search terms. Many Sellers aren’t
fully utilizing all of their search term space, make sure that you are. The
best search terms are synonyms and common abbreviations customers
might enter into the search box. You should also be using your sponsored
product campaign data to inform the selection of keywords.

26. Factors Driving the Amazon SERP
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Action Item
The brand of our product is indexed for search by A9. Many customers
are looking for specific brands when they are searching for a product on
Amazon. Make sure that you have accurate and properly spelled brand
names for all of your products as this will help products get found more
through both search and browse. You should also include your brand as
the first word in your product title.
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

27. Factors Driving the Amazon SERP
Conversion Factors
- Price
- Fulfillment Method
- Reviews
- Sponsored Products
- Parent-Child relationship
- Product Images
- Product Titles
- Product Bullet Points
- Product Descriptions
Action Item
A products’ manufacturer part number (MPN) and product ID (UPC, EAN,
or ISBN) are indexed for search by Amazon. In verticals such as
electronics, automotive, computers, and appliances, it is common for
customer to search for specific MPNs or UPCs. Make sure you have added
the MPNs and product IDs for all of your products which have them to
make sure you are relevant for these searches.
Relevance Factors
- Product Titles
- Product Search Terms
- Product Bullet Points
- Product Descriptions
- Brand
- MPN / Product ID

28. LIVE Amazon SERP Walkthrough

29. SERP Walkthrough
SERP Walkthrough
- Example: “High Protein Dog Food” SERP

30. SERP Walkthrough
Key Takeaways
- There is no one silver bullet factor for ranking high on the Amazon
SERP
- Pick specific search query targets to go after
- Best seller rank and organic search rank are different, BSR ranks
products by Amazon category, organic search rank is by search query
- Organic search rank is always changing, it’s not a one time
optimization
- It's Amazon’s goal to be Earth's most customer-centric
company, where customers can find and discover anything
online

31. Live Q&A
Submit your questions in the chat box on the right
cpcstrategy.com/amazon-evaluation
www.CPCStrategy.com | 619.501.6138 | contact@cpcstrategy.com
Apply For A Free 60 min. Channel Evaluation
Pat Petriello
Senior Marketplace Strategist
CPC Strategy
Jeff Coleman
Director, Account Management
CPC Strategy