BrightonSEO - Katherine Khoo - Understanding Amazon's A9 Algorithm - 10am (Amazon)

Understanding Amazon’s
A9 Algorithm
 
Katherine Khoo // Khoo Systems Ltd
SLIDESHARE.NET/IPAGESCMS
@iPagesCMS @_KKhoo

@iPagesCMS
A bit about me…
slideshare.net/iPagesCMS

A bit about me…
@iPagesCMSslideshare.net/iPagesCMS

Amazon vs Google

The importance of A9…
70%
35%
63%
don’t get past page 1
of clicks go to the top 3
click on the 1st
product

“A ruthless
meritocracy…”
Pat Petriello - CPC Strategy
“where new products have the chance to appear on page one
if a coveted SERP as long as they are selling at a velocity and price
which warrants that position"

What are we going to cover?
What is A9? Contributing
factors?
What tools?

What is A9?

What is A9?
1.2 billion

If you’ve ever shopped at M&S…

Contributing
factors?

Direct Indirect
- Reviews
- Customer Convenience
- Page Interactions /
Abandoned Carts
- Order Processing
- Order Defect Rates
etc.
Direct and indirect factors
- Text
- Price
- Availability
- Sales Velocity

Direct: Text Match Relevancy
How do your text fields match a customers query?

• A concise and unique title, in
Amazon.com title style
• 5 bullet points = most important info
• Accurate description inc. major
features
• Clear product image of EXACTLY what
is being purchased
Your Product Page

“Brand X Fashion Women Plain Square
Chiffon 50s neck Scarf Lovely Colours”
- Lime Green
“Brand Y Women's Scarf”
VS
Titles

• General characters: 80-250
• Capitalise The First Letter Of Each Word
• Spell out measure words
• 1 should be 1
• And not &
• No Variants
Note: Mobile only first 80 characters
Titles

• Descriptive, second most important area
• Chosen based on aggregate seller data
Note: Mobile only first 3 bullets
Key Features

No keyword stuffing,
sell your product to your customers
Product Description

“for 41% of customers,
price is King”
- CPC Report
Direct: Price

@_KKHOO
Direct: Price
First page (55-65 products)
Average price of 1-20
Average price of page 1…
VS
A little experiment…

A little experiment…
Direct: Price

Direct: Price
£9.18
£7.45

-18%
-15%
-7%
-7%
Direct: Price

“the top 3 listings
had 20% lower
prices”
Direct: Price

How can you help your client
improve their product
availability?
Direct: Availability

@_KKHOOSLIDESHARE.NET/iPagesCMS
“Amazon care about
getting the customer
the product they
want… quickly.”

Related to internal re-stocking:
- Order Processing Speed
- Perfect Order Percentage (POP)
- Order Defect Rate (ODR)
…

FBA / Fulfilled by Amazon?
= set auto reminders for re-stocking

Multi-channel Retailer?
= consider multi-channel sales software?

Sales
Time
Sales Velocity = —————
Direct: Sales Velocity

“a steady stream
of sales…”

Not all sales are created equal…
Full Price
Organic
search
Normal
checkout
Full Price
PPC campaign
Specific
keyword
search
External
Traffic
Sales
Discounted
Products

Direct Indirect
Direct and indirect factors
- Text
- Price
- Availability
- Sales Velocity
- Reviews
- Customer Convenience
- Page Interactions /
Abandoned Carts
- Order Processing
- Order Defect Rates
etc.

Indirect: Reviews

Indirect: Reviews
Rank No. of Review (Av) Average Review i.e. stars
1-3 1594 4.43
2-20 583 4.37
21-40 262 4.23
41-70 426 4.27
eCom Crew Research

Indirect: Reviews
“your ticket to the
party”
“but doesn’t mean you go home
with the prince/princess”
eCom Crew Research

Indirect: Customer Convenience
FBA (Fulfilled by Amazons) = Increased conversions (Buy Box)
Prime = Higher CTR from first page

Indirect: Page Interactions & Cart Abandonments
Cart Abandonments = signal popularity & missed sales
“Add to Basket”
On product page interactions = “helpful”
reviews, page scrolls etc.

A10…?

A note on A10
Updated to A9 - dubbed “A10” - all about re-weighting
- Titles - less stuffing , more selling
- CTR is important - get great images
- Sales - organic sales > PPC
- PPC weighted lower

What tools?

Tools
1. Why do you want a tool?

Tools
2. Go Basic :
sonar-tool.com
seotoolsforexcel.com
amzdatastudio.com

Tools
3. Go Fancy :
www.sellics.com
www.amztracker.com
www.junglescout.com
4. Consider a real life tool/agency?!

What we covered…
What is A9? Contributing
factors?
What tools?

Thank you
katherine@ipages.biz

BrightonSEO - Katherine Khoo - Understanding Amazon's A9 Algorithm - 10am (Amazon)

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