Amazon is the search engine that you should be most concerned about SEO if you are in the eCommerce industry. Learn how to optimize your listings through understanding how the Amazon algorithm ranks products for customers. Discover key steps that enable sellers to increase their discoverability and rankings in Teikametric's Amazon Product SEO Webinar recap.

1. Alasdair McLean-Foreman, CEO of Teikametrics
amclean@teikametrics.com

2. Teikametrics: www.teikametrics.com
Watch the Webinar: http://goo.gl/dXODib
Amazon SEO Blog Post: http://goo.gl/WMqfYt
Learn About Amazon Seller Software: http://goo.gl/x7svM4
Watch a Demo: http://go.teikametrics.com/demo-recording-video
Twitter Hashtag: #AmazonSEOwebinar
Webinar Resources

3. About Alasdair
• Started in e-commerce in 2001 with a dorm room e-commerce business
• Studied economics at Harvard
• One of the first Amazon 3P partners in 2003
• Experience developing software solutions for enterprise including a platform for the New
York City Marathon and Newscorp / Times of London
• Passion for technology and using big data tools to help solve problems

4. About Teikametrics
Founded in 2012
Our mission is to use data and metrics to help e-commerce businesses sell more
Core team of data analysts, software developers, data scientists, and consultants
25 employees based in Boston and growing rapidly
Clients see a 150% increase in revenue with a large improvement in Gross Margin

5. FBA Optimization
Our solutions
Data Driven Software
Solution for FBA Retailers
FBA Insite Software
Jumpstart Professional
$990 $2,499
Brand Accelerator Program
Data Driven Marketing for
Direct to Consumer Brands
Consulting and Expert Optimization
from $4K per month
Repricing Only
$499

6. A9 Search Algorithm
• Udi Manber joined Amazon from Yahoo in 2002 to
become “Chief Algorithms Officer"
• Manber became CEO of Amazon subsidiary
company, A9 in 2003
• A9 powers search on all of Amazon’s websites
• A9 machine learning algorithm is the core of
Amazon’s Product Search results
Udi Manber
former CEO of A9

7. A9’s Mission
1) Understanding what the customer wants to buy:
“The better we understand the meaning of a query, the better we can help
customers find the products they want (to buy).”
2) Present the most relevant products for each query:
“One of A9's tenets is that relevance is in the eye of the customer and we strive
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.”

8. A9’s Mission
Reads your mind and predicts what you
want to buy

9. A9’s Focus Is Conversion
• A9 machine learning algorithm is constantly
adapting and focusing on converting as many
sales as possible from every search
• Amazon’s focus is to generate the highest Gross
Merchandise Value (GMV) via Amazon.com
• Search results are based on each product’s
historical sales performance based on GMV
$
GMV

10. FBA Improves Conversion > SEO
• Leverage FBA to maximize conversion and
be competitive
• Over 40m paid prime subscribers (15% of
the 270m active buyers)
• Prime users spend 2-4X of non-prime
users, so they represent 30-60% of the
‘Amazon buyer’s wallet.’
• Prime enabled listings dominate Amazon
product search results

11. Prioritize Catalog Optimization Efforts
Percentage
of
Amazon Catalog
GMV
• Positively “Right
Skewed” Disribution
• A very small
percentage of
Amazon’s 300M+
products generate the
bulk of the GMV
Winners <1%

12. Prioritize Catalog Optimization Efforts
Demand
Conversion Potential
High Demand
Low Conversion
Highest
Priority
Low Demand
Low Conversion
Low Demand
High Conversion

13. Conversion Focused Optimization (CFO)
STEP ONE
Optimize Conversion (CFO)
STEP TWO
Increase Discoverability

14. Product Offer
Product Detail Page
Pricing Strategy
Reviews
1
2
3
4
CFO
CONVERSION
FOCUSED
OPTIMIZATION
Step 1 - Optimizing Conversion

15. Product Offer
• Variations (Size, Color, Flavor, etc)
• Bundling Options / Multi-Packs
• Value Added Options
• Frustration Free Packaging
• Differentiated Offering
Step 1 - Optimizing Conversion

16. Anatomy Of A Winning Product Page
Step 1 - Optimizing Conversion

17. Price Elasticity
• Price Elasticity = How
responsive is a
product’s demand to
changes in price
• Highly competitive on
Amazon means
products are generally
very price elastic
Price
Quantity of Demand
Q2Q1
$9.95
$19.95
Step 1 - Optimizing Conversion

18. Pricing Strategy with CFO
Price
Time After Product Launch
Launch Price
$19.95
45 Days+0-45 Days
$9.95
Target Price
Marketing
Budget
Step 1 - Optimizing Conversion

19. Product Reviews
Step 1 - Optimizing Conversion
• Need to have at least 25+ reviews
• Average Rating >4.0
• Negative reviews are extremely costly
• Monitor review performance and metrics
• Process for review solicitation and negative
review management

20. Brand Accelerator Platform
Step 1 - Optimizing Conversion
• Automated review
monitoring and
analytics
• SaaS tools to monitor
review metrics and
product performance

21. Product Title
Organic Search
Terms
Amazon
Sponsored
Search
Direct Marketing
& Promotions
1 2 3 4
• Increased Sessions = Increased Revenue
• Discoverability matters most for new products
Step 2 - Increase Discoverability

22. Product Title
Step 2 - Increase Discoverability
• Maximize 200 character limit
• Balance of keyword density and presentation
• Include high ranking target search terms
• Add key selling points to differentiate in search results
• Each word is individually indexed by A9
156 Characters

23. Organic Search Terms
Step 2 - Increase Discoverability
• Use data to optimize keywords based on search volume
and competitive landscape
• Each word is individually indexed by A9
• Do not repeat keywords already used in Product Title
• Maximize keyword limit commas not required

24. Amazon Sponsored Search
Step 2 - Increase Discoverability
• Large growing area of Amazon’s
monetization strategy
• Key strategy for product launch
• Auto-targeting & Manual-targeting
• Manage campaigns based on data and
performance

25. Direct Marketing & Promotions
Step 2 - Increase Discoverability
• Allocate a marketing budget to generate traffic to
your Amazon product listings
• Act as a catalyst for product launch strategy
(builds your products ‘GMV conversion history’
with A9)
• Leverage non-Amazon marketing platforms
(Google Adwords, Facebook Ad Platform)
• Drive product reviews simultaneously

26. Update to Amazon TOS & Super-URLs
Step 2 - Increase Discoverability
• Change to Amazon’s Terms of Service
• Expects to limit simple URL-hack for search terms
• Conflicts with A9’s quality focused objectives

27. Questions?

28. Stick around for
A demo of Teikametrics
http://bit.ly/teika-brand