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Most sellers on Amazon focus on the well-known ranking factors like keyword optimization, sales velocity, and PPC advertising. However, Amazon’s A10 algorithm takes numerous additional elements into account when determining search rankings. Many of these are overlooked by sellers, yet they can make a substantial difference in organic visibility and conversions.
If you want to stay ahead of the competition, you need to focus on hidden ranking factors that go beyond the basics. In this article, we’ll explore how external traffic, engagement metrics, repeat purchases, and return rates influence your product’s ranking—and how you can use them to your advantage.
The Power of External Traffic: Why Amazon
Rewards It
Why External Traffic Matters More Than Ever
Amazon thrives on traffic, and it highly values sellers who bring in customers from outside the platform. This is because external traffic expands Amazon’s customer base, making them less dependent on internal searches alone. If Amazon sees that your listing is consistently generating sales from external sources, it rewards you with higher organic rankings in search results.
The Best External Traffic Sources for Amazon Rankings
Driving external traffic to your listings can be done through multiple channels, each with its unique benefits.
Google Ads and SEO: Tapping Into High-Intent Buyers
Google is the largest search engine in the world, and many people start their product searches there before even considering Amazon. Running Google Ads campaigns targeted at high-converting keywords can drive qualified buyers to your listing. In addition, having a SEO-optimized blog that links to your Amazon page can generate long-term organic traffic.
Social Media Advertising: Facebook, Instagram, and TikTok
Social media platforms like Facebook, Instagram, and TikTok allow for highly targeted advertising that can drive immediate sales. By creating engaging video ads, influencer collaborations, and retargeting campaigns, sellers can direct engaged shoppers to their Amazon listings.
Amazon Attribution: Tracking Your Traffic Impact
Amazon provides a tool called Amazon Attribution, which allows sellers to track how external traffic impacts their conversion rates and rankings. Using this tool, you can optimize your external marketing efforts and ensure you’re bringing in the right kind of customers.
Click-Through Rate (CTR): The Secret to Higher
Rankings
Why Click-Through Rate (CTR) Matters in Amazon’s
Algorithm
CTR is one of the most important yet least discussed ranking factors on Amazon. When a customer searches for a product, Amazon tracks which listings get the most clicks compared to their impressions. If your product consistently attracts more clicks than competitors, Amazon’s algorithm assumes your listing is more relevant and moves it up in the rankings.
How to Improve Your Amazon Click-Through Rate
Optimizing Your Main Image for Maximum Attraction
Your main product image is the first thing a shopper sees in search results. It needs to stand out visually, have high resolution, and clearly showcase the product’s most attractive features. Using lifestyle images, contrasting backgrounds, and professional editing can significantly increase CTR.
Crafting a Compelling Title That Encourages Clicks
Your title should be keyword-rich but also compelling. Simply stuffing it with keywords won’t help—shoppers need to see the value in your product immediately. A well-written title highlights the key benefits, unique features, and primary selling points without sounding robotic.
The Role of Pricing in Click-Through Rate
Pricing plays a major role in CTR. If your product is significantly more expensive than competitors without clear added value, fewer people will click on it. Strategies like discounts, coupons, and psychological pricing (e.g., $29.99 instead of $30) can increase clicks and conversions.
Dwell Time and Listing Engagement: Keeping
Shoppers on Your Page
Why Amazon Tracks How Long Shoppers Stay on Your Listing
Amazon doesn’t just care about how many people click on your listing; it also monitors how long they stay and whether they engage with your content. If shoppers leave too quickly, Amazon assumes your listing isn’t relevant or engaging, which can hurt your rankings.
How to Keep Shoppers Engaged for Longer
Adding High-Quality Product Videos
Videos are one of the best ways to increase dwell time. A short, engaging product video that highlights the benefits, use cases, and unique selling points of your product can keep shoppers on your listing longer and boost conversions.
Using Enhanced Brand Content and A+ Content
Amazon allows brand-registered sellers to use A+ Content, which enhances product descriptions with high-quality images, infographics, and comparison charts. Well-structured A+ Content makes it easier for customers to digest information, increasing their time on the page.
Encouraging Engagement Through Customer Reviews and Q&A
The Customer Q&A section and reviews play a big role in keeping customers engaged. Answering questions thoroughly and encouraging previous buyers to leave detailed reviews can make your listing more informative and trustworthy.
Repeat Purchases and Customer Retention: The Key
to Long-Term Success
Why Amazon Prioritizes Products with High Repeat Purchase
Rates
Amazon favors products that generate repeat sales because they indicate strong customer satisfaction. If your product has a high reorder rate, Amazon sees it as reliable and valuable, which can positively impact rankings.
How to Encourage Repeat Purchases on Amazon
Using Subscribe & Save for Recurring Orders
If you sell a consumable product, enabling Amazon’s Subscribe & Save feature can significantly increase repeat purchases. Customers who subscribe are less likely to switch to competitors, leading to higher retention rates.
Offering Discounts on Future Purchases
Amazon allows sellers to set up promotional campaigns where customers receive discounts on their next purchase. This strategy not only boosts customer loyalty but also signals to Amazon that your product is in high demand.
Return Rate and Customer Complaints: The Silent
Ranking Killer
How High Return Rates Hurt Your Amazon Rankings
Many sellers don’t realize that a high return rate can negatively impact rankings. If too many customers return a product, Amazon assumes there’s a problem with quality, misleading descriptions, or inaccurate sizing and may lower your ranking—or even suppress your listing.
How to Reduce Returns and Negative Feedback
Writing Clear and Accurate Product Descriptions
One of the main reasons for product returns is misaligned expectations. Ensure that your product description is detailed, clear, and sets the right expectations so customers know exactly what they’re getting.
Addressing Common Issues in the Q&A Section
Customers often look at the Q&A section before purchasing. Addressing potential concerns proactively can prevent misunderstandings and reduce the likelihood of returns.
Conversion Rate Optimization: The Foundation of
Ranking Success
How Conversion Rate Impacts Amazon SEO
Amazon’s A10 algorithm prioritizes listings that convert well. If two products have similar keyword relevance, the one with a higher conversion rate will rank higher. A strong conversion rate tells Amazon that your product meets customer expectations and is more likely to result in a purchase.
Ways to Increase Your Conversion Rate on Amazon
Optimize Your Pricing Strategy
Your pricing should be competitive yet profitable. Monitor competitors using repricing tools and test psychological pricing techniques like $19.99 instead of $20 to improve conversions.
Use Persuasive Bullet Points
Your bullet points should highlight key benefits instead of just listing product features. Structure them to answer common customer concerns and focus on how the product solves a problem or improves the buyer’s life.
Improve Your Buy Box Win Rate
If you’re competing for the Buy Box, ensure that you have competitive pricing, a strong seller rating, and fast shipping. Winning the Buy Box directly increases conversions and improves organic rankings.
The Impact of Customer Retention and Brand
Loyalty
Amazon Rewards Products That Keep Customers Coming
Back
If Amazon sees that customers frequently reorder your product, it assumes the product is high-quality and valuable, leading to better rankings. This is especially important for consumable goods like supplements, beauty products, and household essentials.
How to Increase Customer Retention on Amazon
Leverage Amazon’s Subscribe & Save Program
Offer customers discounts on recurring orders through Subscribe & Save. This increases long-term revenue and tells Amazon that your product has strong customer loyalty.
Encourage Brand Followers Through Amazon Posts
Amazon allows brand-registered sellers to post content similar to social media updates. By engaging with customers through Amazon Posts, you can build brand loyalty and increase repeat purchases.
The Influence of Seller Performance Metrics on
Rankings
Amazon’s Algorithm Monitors Seller Performance Closely
Many sellers overlook the impact of seller performance metrics on rankings. Amazon rewards sellers with high fulfillment rates, fast shipping, and excellent customer service.
Key Performance Metrics That Affect Rankings
Order Defect Rate (ODR)
This includes negative reviews, A-to-Z claims, and chargebacks. Keeping your ODR low ensures your account stays in good standing and prevents Amazon from lowering your rankings.
Late Shipment and Cancellation Rates
Amazon prioritizes sellers who ship quickly and maintain a low order cancellation rate. If you use FBM (Fulfilled by Merchant), ensure your shipping times are competitive.
Perfect Order Percentage (POP)
POP measures how many of your orders are completed without issues. High POP scores signal to Amazon that you are a reliable seller, boosting your ranking potential.
The Role of Customer Engagement Metrics
How Amazon Tracks Customer Engagement
Amazon’s algorithm doesn’t just track clicks and purchases—it also considers how shoppers interact with your listing. Listings with high engagement tend to rank better than those with low engagement.
How to Improve Engagement on Your Amazon Listing
Encourage Customer Q&A Participation
The Customer Questions & Answers section is an underrated way to improve engagement. The more questions answered, the longer customers stay on the page, boosting dwell time and rankings.
Use AI-Generated Personalized Recommendations
Amazon’s personalized recommendation engine favors products with strong engagement metrics. Encouraging customers to leave reviews and interact with Q&A can help your product appear more often in “Frequently Bought Together” and “Customers Also Viewed” sections.
The Importance of Review Velocity and Sentiment
Analysis
Amazon Prioritizes Listings with Consistent Positive Reviews
Having a high number of positive reviews over time signals that a product is trustworthy and valuable. However, review velocity—the rate at which reviews are generated—is just as important as the total review count.
How to Improve Review Velocity and Maintain a Positive
Reputation
Use Amazon’s Request a Review Button
Amazon allows sellers to send review requests after a purchase. Using this feature consistently can increase the number of positive reviews on your listing.
Avoid Sudden Drops in Review Quality
Amazon also tracks review sentiment. A sudden spike in negative reviews can hurt rankings, even if your overall rating is high. Monitor feedback regularly and address issues before they escalate.
Hidden Factors That Amazon Suppresses Listings
For
Amazon May Lower Your Rankings for Certain Triggers
Many sellers assume that as long as they follow Amazon’s guidelines, they will rank well. However, some factors negatively impact rankings even if they aren’t explicitly mentioned in Amazon’s policies.
Factors That Can Lead to Listing Suppression or Lower
Rankings
Keyword Stuffing in the Title
Overloading your title with keywords can trigger Amazon’s algorithm to suppress your listing. Keep your title concise, natural, and informative.
Frequent Stockouts
Running out of stock frequently sends a negative signal to Amazon. If your product keeps going out of stock and back in, Amazon may rank competitors’ listings higher instead.
Too Many Variations Without Sales
Amazon allows sellers to create product variations, but if too many variations exist without sales, it can negatively impact overall rankings. Ensure all variations are actively converting to avoid ranking penalties.
Implementing Hidden Ranking Factors for Long-
Term Success
Most sellers focus only on basic SEO and PPC, but true success on Amazon requires understanding the hidden factors that impact rankings.
What You Should Focus on Right Now
Increase external traffic through Google, social media, and influencer marketing.
Optimize your CTR with better images, pricing, and product titles.
Enhance conversion rates by improving product descriptions and engaging content.
Encourage customer retention through Subscribe & Save and repeat purchases.
Monitor seller performance metrics and keep defect rates low.
Boost customer engagement with Q&A, videos, and A+ Content.
Increase review velocity while maintaining a positive sentiment.
By implementing these strategies, you’ll gain a competitive advantage, boost organic rankings, and drive more sales on Amazon. Stay ahead of the curve and leverage these hidden ranking factors to grow your business!
