Reverse Engineering Amazon’s Product Search Algorithm
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The document outlines a virtual summit focused on Amazon's product search algorithm, specifically the A9 algorithm, with presentations by industry experts including Pat Petriello. Key topics include direct and indirect factors affecting search rankings, such as sales velocity, text-match relevancy, and advertising strategies. The session aims to educate brands on optimizing their presence on Amazon to enhance visibility and drive sales growth.
Reverse Engineering Amazon’s Product Search Algorithm
- 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
- 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