LEAD Marketing Conference Webinar - Reverse Engineering Amazon's Product Search Algorithm Amazon Vendors and Sellers: Expand Your Brand Visibility & Drive Channel Sales Growth

1. Copyright 2017 - Q4 Amazon Virtual Summit
Reverse Engineering
Amazon’s Product Search
Algorithm
Expand Brand Visibility & Drive Channel Sales Growth

2. ● Session Recording + Slides Will Be Sent Out
● Join in the Poll Questions
● Submit Questions for me to answer
● Resources Available
Today’s Logistics

3. Overview
Founded in 2007
Google Premier Partner
600+ Active Retail Clients
Top 50 Fastest Growing Company San Diego
D E L I V E R I N G
L A S T I N G
R E S U L T S F O R O U R
C L I E N T S
Solutions
Retail-focused PPC & Shopping
Amazon Sales Acceleration
Facebook Performance Marketing
Creative Services
About CPC Strategy

4. Pat Petriello
Head of Marketplace Strategy
Today’s Speakers
● Former professional Seller on Amazon.com, Amazon.co.uk, eBay &
Rakuten.com
● Former member of Amazon’s Seller Service Team in Seattle
● CPC’s Amazon partner liaison for branded content, paid and
display advertising
● Founder of CPC’s Amazon Sales Acceleration Department

5. ● Digital Transformation of the CPG Space
● Unpacking Amazon’s Organic Search Algorithm
● Direct Factors That Drive the A9 Algorithm
● Indirect Factors That Influence the A9 Algorithm
● Q&A
Today’s Agenda

6. Copyright 2017 - Q4 Amazon Virtual Summit
SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2Digital Transformation of the CPG Space

7. Enduring Shift in the Consumer Economy
Source: https://www.iab.com/wp-content/uploads/2018/02/The-Direct-Brand-Economy-Master-Deck-v13.pdf

8. New Fulfillment Formats are Proliferating
Source: https://www.iab.com/wp-content/uploads/2018/02/The-Direct-Brand-Economy-Master-Deck-v13.pdf

9. Source: https://www.iab.com/wp-content/uploads/2018/02/The-Direct-Brand-Economy-Master-Deck-v13.pdf
Big Brands are Being Nibbled to Death

10. Brands are Still Falling Behind
Source: https://www.iab.com/wp-content/uploads/2018/02/The-Direct-Brand-Economy-Master-Deck-v13.pdf

11. Source: https://www.survata.com/blog/amazon-takes-49-percent-of-consumers-first-product-search-but-search-engines-rebound/
Where Consumers Begin Their Product Search
Brands own the responsibility
of ensuring they have an
optimized presence on the
channels their customers and
potential customers shop on.
*2017 study results

12. Poll Question

13. Copyright 2017 - Q4 Amazon Virtual Summit
SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2
Unpacking Amazon’s Organic Search
Algorithm

14. A9 Algorithm 101

16. Copyright 2017 - Q4 Amazon Virtual Summit
SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2
Direct Factors That Drive
the A9 Algorithm

17. Direct Factor: Sales Velocity
How does sales velocity play a
factor?
● Sales Velocity is king
● Sales relative to your competition is the
best way to move the needle
● Recent (Weighted) vs lifetime sales
velocity
● Sales velocity as a measure of conversion

18. Direct Factor: Text-Match Relevancy
Source: https://sellercentral.amazon.com/gp/help/help.html/?itemID=G10471&ref_=ag_G10471_h_r0_cont_sgsearch

19. Direct Factor: Product Availability
What’s the True Cost of Stocking out on Amazon?
Correlated Vendor Metric: OOS & Replenishable GV %
The percentage of glance views (hits) during which the ASIN was out of stock but replenishable. This is measured over the total
number of customer glance views (hits) that the ASIN had.
Lost Sales When Product is out of Stock
+
Loss in Organic Ranking (Result of Lost Sales Velocity)
+
Re-Investment in Resources to Recover Ranking
=
True Cost of Stock Outs on Amazon

20. Direct Factor: Pricing
Lower Priced Products
Tend to Show up higher on the Amazon SERP
Correlated Vendor Metric: LBB Due to Price %
The percentage page views during which Amazon had the item in replenishable state and lost buy box to a third
party merchant due to uncompetitive price. This excludes items that are not released yet.

21. Copyright 2017 - Q4 Amazon Virtual Summit
SMALL TEXT
STACK TEXT ROW 1
STACK TEXT ROW 2
Indirect Factors That Drive
the A9 Algorithm

22. Indirect Factor: Fulfillment Method

23. Indirect Factor: Reviews

24. Indirect Factor: Promotions

25. Indirect Factor: Images/Content
A+ ContentEnhanced Brand Content
How do these play a
role?
● According to Amazon:
5%+ increase
in sales due to
increased traffic &
conversion
● Does NOT get indexed

26. Indirect Factor: AdvertisingPurchaseIntent
Low
High
Headline Search Ads
Sponsored Products
Product
Display
Ads

27. Influencing the A9 Algorithm
● Consider text match relevancy with content
● Data driven decision making
● Leverage FBA
● Implement EBC / A+
● Advertising execution
● Sales velocity

28. Pat Petriello
Head of Marketplace Strategy
Questions?
Schedule Your Amazon Sales Evaluation: cpcstrategy.com/amazon-vendor-services
● Former professional Seller on Amazon.com, Amazon.co.uk, eBay &
Rakuten.com
● Former member of Amazon’s Seller Service Team in Seattle
● CPC’s Amazon partner liaison for branded content, paid and
display advertising
● Founder of CPC’s Amazon Sales Acceleration Department