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The Grind! How to Rank Higher on Amazon

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Oh, what a grind it can be to filter through reports to identify the winning and losing keywords, then update campaign settings, create targeted manual ads, include negative keywords and even update product listings sometimes. But hey, it works!

This is one of the most common optimization strategies on Amazon today and it is also one of the most efficient ones. It involves a number of different mechanisms which work together closely. On Amazon, there isn’t a big distance between SEO, CRO and PPC as you often find in relation with search marketing for Google.

We can organize the work on optimizing for Amazon into five key areas that will all help you rank higher on Amazon:

  • Organic
  • PPC
  • CRO
  • Outside referrals
  • Sales

In terms of organic ranks, content is a very important ranking factor and what you really need to focus on is your product. This is about making your product listings and your brand store look the best.

How to structure your title

Just like it is one of the key elements for good old SEO, the title for your product listing is an important part of your organic optimization.

  • Use your keywords in order of importance even if that means putting your brand 2nd.
  • Optimise your title readability for mobile, desktops and your ads.

Title Text Lengths

  • For desktop organic results use around 115-144 characters.
  • PPC will pull 30-33 characters of your product title.
  • Organic mobile titles will pull about 55-63 characters.

Back end search terms are by far the most important tool for organic ranking on Amazon. Enter all your keywords that you can’t fit into your product listings and descriptions. It’s not visible to customers but is indexed by Amazon. There are only however, an extra 250 characters available to be indexed. This is where you should include common misspellings however, you don’t need to worry about punctuation, singular or plural words as Amazon will take this into account.

Amazon Keyword Research

For keyword research there are many tools you can use. Ahrefs, Helium 10, JungleScout and Factor A are some of them. You can even use Google Ads!

Amazon PPC

Amazon offers 2 advertising solutions. The Amazon DSP is a programmatic advertising based on CPM (cost per mille) and the Amazon Sponsored Ads solution is based on CPC (cost per click). That’s the one we are interested in!

This is where we can bid you welcome to Amazon Adwords. The Sponsored products solution is primarily based on keyword targeting very similar to Google Ads.

This is the easiest way to drive your sales up on Amazon.  Start by running automatic campaign suggested to you by Amazon then transfer the successful keywords to manual PPC campaigns to target your keywords, then pump up the bids to drive exposure. Running your paid activity for a short period at cost or even at a loss will be worthwhile to increase your organic ranking.

  • You type in the campaign name, so you can monitor the results.
  • Add in how much your daily budget is
  • Pick the dates you want your campaign to run.

Now it’s time to set the key words you want to target – again, you have the choice to do this manually or automatically through Amazon. Like on AdWords, you can decide if you want the keywords to match exactly, broadly or as a phrase. A mixture of all three is the best way forward.

PPC boosts your organic, so it’s worth running at an initial loss or, better yet, break even for the initial gains. Plus, you get the added benefit of having an initial surge of data that you can use to refine your own process and learn more about your customers.

It all really depends what your acos (Advertising Cost of Sales – the percent of ad spend divided by the attributed sale). You can see this number in the Keyword section of your advertising tab.

Attributed Sales (how many sales you made that week that are directly linked to your ad) are important. If by the 2nd or 3rd campaign you’re not showing a weekly ROI, there’s a good chance you’ve not targeted the right keywords.

Not only will this cost you money, but it’ll be ruining your CRO on your Amazon account, which is an Amazon Ranking factor. Impressions (the number of times your ads were displayed) are important, but not at the cost of lowering your rankings

CRO

The best tool I can recommend is Sellerly by SEMrush. It offers you the ability to AB test your products and your ads

  • Customer reviews: The higher your reviews, the higher Amazon is going to rank you. Like Google, you need to get a few reviews before Amazon starts to rank you against the bigger competitors.
  • Image size and quality: Use all the photo spaces you’re slowed and they all must be 1000 x1000 pixels so your buyer can zoom in from all angles.
  • Price: Amazon will always values its buyers over its sellers, it will always push the best seller, which is most likely the lowest price to the top, so you need to audit your competitors regularly to see what they are charging.
  • Exit rates: If someone looks at your product then immediately exits the Amazon site, Amazon will lower your ranking. If you are in no way misleading, this won’t be a problem.
  • Bounce rate: Same as the above, if someone lands on your product then leaves quickly to look at someone else’s, Amazon will penalise you.
  • What’s the best way to get conversion? Offer a deal.

The biggest ranking factor of all is Sales and driving traffic from outside of Amazon. These are Amazon’s equivalent to links for Google SEO. The more sales you have, the higher you’ll rank. If you start to outsell your competitors who outrank you for your keywords, Amazon will reward you with a higher ranking. Using Facebook, Twitter and even Google to drive traffic to your product will also help you rank faster and higher on Amazon.

Source : « Marketing on Amazon in 2020 », Innovell February 2020, https://www.innovell.com/amazon-marketing-report/

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Listen to Amazon to start charging delivery fees on Fresh grocery orders under $150

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Listen to Amazon to start charging delivery fees on Fresh grocery orders under $150



Listen to Amazon to start charging delivery fees on Fresh grocery orders under $150 | Audioburst































































Automatic TRANSCRIPT

Scheduled New Hampshire and South Carolina. Starting soon, Amazon will begin charging grocery delivery fees for its Amazon fresh customers. Beginning February 28th, Amazon Prime members who want their groceries delivered will be charged 9 95 for orders under $50, orders between 50 and 100 will include a 6 95 delivery fee and orders between 101 150 will include a three 95 delivery fee, deliveries over $150 or free, but to be honest, it was never really free since Amazon Prime members were already paying $139 a year to get the prime benefits. Linda kenyon, CBS News. Minnesota lawmakers, meanwhile, have taken a key step in an effort to protect abortion rights. Hundreds of people packed the hallways outside the Minnesota Senate chamber as lawmakers a long party lines passed a bill that gives broad protections for abortion rights. It’s called the pro act, which is short for protect reproductive actions. The language of the bill reads in part, every individual has a fundamental right to make autonomous decisions about the individual’s own reproductive health. The Minnesota House passed the bill last week. Democratic governor Tim Walsh is expected to sign the bill before the end of this month. Linda canyon, CBS News. Coming up on WTO after traffic and whether it’s a first



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How 5 Major Streaming Services Are Cracking Down on Password Sharing

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How 5 Major Streaming Services Are Cracking Down on Password Sharing
  • Netflix will start charging for password sharing by the end of March, according to the company.
  • Other services like HBO Max have traditionally struck a different tone on sharing.
  • Netflix expects to see increased revenue after the rollout, according to a letter to shareholders.

While Netflix prepares to end free password sharing, other streaming companies have avoided taking a hard stance on the matter. 

The company is making good on its promise to stop users from accessing the service without paying for their own account, announcing Wednesday it will soon roll out a paid-sharing model. Netflix has already rolled out a similar program in some South American countries, allowing users to pay $2 or $3 dollars to add a member to their accounts. 

Notably, password sharing is against the terms of service of virtually every streaming service, and a federal court ruling in 2016 upheld a conviction of password theft under a 1980s anti-hacking law. Still, services like HBO Max, Amazon Prime Video, Apple TV+, and Hulu each have their own methods for preventing — or allowing — users to share their accounts.

Here’s a look at the current state of password streaming among the major streamers. 

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Google and Amazon’s smart speakers shopping experience is still horrid

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Alexa Shopping on Echo Show

Dhruv Bhutani / Android Authority

As a smart-everything aficionado, if there’s one tech product category that has landed squarely on the boulevard of broken dreams for me, it would have to be smart speakers. Available in a range of shapes, sizes, and form factors, smart speakers and displays were supposed to change how we interact with the internet. However, in my opinion, the professed future of connected speakers becoming indispensable parts of our daily lives has simply not materialized.

I fully invested in Google’s Nest ecosystem and bought some of the best Alexa-powered Echo speakers on the market, and I have more than a few gripes with the products from both companies. But of all the things that bother me, the one that truly drives me bonkers is the astonishingly imperfect online shopping integration.

Do you use voice-based shopping on your smart speakers or display?

3 votes

Less assistant, more gateway

lifx smarter light with app and google home natural light

Ryan Haines / Android Authority

With Amazon taking the lead with the original Amazon Echo and Google following suit, reinventing online shopping was one of the early promises made when showing off voice-first tech. That, obviously, did not happen. It’s hard to disagree that the almost-disposably priced speakers are little more than music streaming hubs and gateways to voice-activate smart plugs and lights.

There exists a glimmer of a futuristic shopping experience between the hubris of complicated control schemes.

Okay, let me rephrase that statement. There does exist an online shopping experience somewhere in the midst of Amazon and Google’s smart speakers. However, the sheer amount of friction involved in finalizing the purchase is enough to put off all but the most ardent users.

Let’s tackle Google’s ecosystem first, shall we? Despite being the custodian of practically all search and product queries on the internet, Google restricts smart speaker-based shopping to just the US. It’s not that Google Shopping, the service powering the back-end of Mountain View’s voice-first search, isn’t available outside the US.

70E25F75 318D 4D98 B482 70686477EFE3

Dhruv Bhutani / Android Authority

In India, where I live, Google Shopping is a fairly competent aggregator and price comparison tool. Bouncing off users to the best available price when purchasing daily essentials shouldn’t be too much of a stretch for my Nest Hub. Instead, the feature is simply not available to me.

Not quite a one-command affair

I expected a better experience from my Echo devices, considering, you know, the shopping juggernaut behind it. Compared to Google’s offerings, things are a bit more streamlined — as long as you stay within Amazon’s ecosystem. However, even that comes with caveats.

Buying coffee using Alexa

Dhruv Bhutani / Android Authority

If you stick to display-equipped speakers, the shopping workflow is serviceable. Issuing a simple command like asking Alexa to order a specific brand of coffee usually brings up a smorgasbord of options and variations on the display. The user is then expected to scroll or tap on the item and add it to the cart. Want more than a single bag of coffee? You’ll just have to go through the entire process again.

The Amazon Echo offers a more streamlined voice shopping experience compared to Google, but that’s not saying much.

However, in the case of Amazon’s non-display smart speakers, that same purchase journey turns into a long and cryptic SEO-optimized string wherein you’re never really sure if you’ve landed on the right product. Want two of those? Well, there you go again.

google nest hub shopping list

Dhruv Bhutani / Android Authority

The disjointed nature of shopping using smart accessories rears its ugly head in yet another form. Shopping lists should be a pretty common use case for smart speakers. The Google Nest Hub, while unable to actually make purchases in India, makes a handily accessible list for me that syncs across over Google Keep or any other list-making app of my choice.

Amazon’s convoluted approach towards a simple shopping list is symptomatic of feature creep and lack of focus.

In the Echo’s case, the shopping list feature was previously buried three menus deep within the slow-as-molasses Alexa app. While Amazon made moves to improve this user experience by offering a fancy new home screen widget for iPhones and Android devices, it forgot one big feature — this shopping list has no integration with Amazon whatsoever. Essentially, if you are using your Echo device as a shopping hub, you have two completely distinct experiences available. Either shop via Amazon or figure your own way about it.

Alexa shopping list widget

Dhruv Bhutani / Android Authority

While I can see the train of thought that led to this product decision, it makes no sense that a centralized shopping list can’t give you the option to tick off selected items for your Amazon shopping cart. Moreover, the widget still drops you into the extremely sluggish and bloated Alexa app that makes performing any task an exercise in frustration.

The lack of streamlined innovation is perplexing

For all my rants and raves, it surprises me that the very smart speakers and displays that were supposed to be the cornerstone of our entire digital existence are still struggling with such rudimentary features. More so considering the impact this struggle has had on profitability for Amazon and how little the company has done to fix the problem.

Amazon’s Alexa division has burned through an estimated $10 billion, and yet the company has made no moves to fix or improve its shopping experience.

Amazon’s loss-making Alexa division is reported to have burnt through almost three billion dollars in just the first quarter of 2022, with lifetime losses estimated to be close to 10 billion dollars. That’s mostly down to Amazon struggling to find a way to monetize the platform. Selling the product at cost makes sense for competitors like Google since it benefits from gathering user data and running fine-tuned ads across all product categories. Amazon, however, only monetizes shopping which makes the poor experience even more perplexing.

Amazon Echo Dot Alexa speaker with light ring turned on stock photo 1

Edgar Cervantes / Android Authority

All this to say that timers and weather updates are great, but with advertisements and shopping at the core of Google and Amazon’s business, I expected my Alexa and Google Nest speakers to revolutionize how I purchase daily essentials. Instead, the experience is so frustrating that after multiple attempts at making voice-based purchases part of my routine, I keep going back to shuffling between my shopping app of choice and a notepad for everything else. I don’t see that changing unless drastic changes come about.

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