Unpacking Amazon’s A9 Algorithm & Organic Rank
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The document outlines the agenda for the 2021 Amazon & Retail Media Virtual Summit, detailing sessions on Amazon's A9 algorithm, advertising strategies, and operations over two days. It highlights key topics such as algorithm misconceptions, factors influencing ad rank, and strategies for optimizing Amazon marketing. Additionally, it emphasizes the importance of sales velocity and the impact of advertising on visibility and rankings.
Unpacking Amazon’s A9 Algorithm & Organic Rank
- 1. 2021 Amazon & Retail Media Virtual Summit 2021 Amazon Advertising Strategies 10:00 – 10:45am PST | 1:00 – 1:45pm EST Unpacking Amazon’s A9 Algorithm 10:50 – 11:20am PST | 1:50 – 2:20pm EST Amazon Creative that Converts 11:25 – 11:55pm PST | 2:25 – 2:55pm EST Advanced Amazon Operations 12:00 – 12:30pm PST | 2:00 – 2:30pm EST The Emergence of Retail Media 10:00 – 10:45am PST | 1:00 – 1:45pm EST What’s Next in Walmart 10:50 – 11:20am PST | 1:50 – 2:20pm EST Win Big on Instacart 11:25 – 11:55pm PST | 2:25 – 2:55pm EST DAY 1 - WEDNESDAY, FEBRUARY 24TH DAY 2 - THURSDAY, FEBRUARY 25TH
- 3. Today’s Logistics Analicia Santaella Partner Marketing Manager Recording & slides will be sent by end of week 01 Submit questions for live Q&A 04 03 Download relevant resources Log back anytime with same link 02 02 Join our poll questions 05
- 4. Some of our clients Our Recognition Tinuiti is the largest independent performance marketing agency across the triopoly.
- 5. Our Speakers MEGHAN O’KEEFE Marketplaces Search, Team Strategist ALEXANDRA LANK Manager, Customer Success
- 7. Agenda ● Key Algorithmic Influencers ● Sales Velocity, Content & More ● Advertising’s Impact ● Myth Busting - Algorithm Misconceptions ● Final Takeaways ● Q&A 7
- 8. Poll Question What do you believe is the most important factor on the A9 algorithm? ● Text match relevancy ● Inventory availability ● Price ● Sales velocity
- 9. Direct & Indirect Factors Understanding the key algorithmic influencers 9
- 11. What Can Sellers Control ● Text Match Relevancy ● Price ● Images ● EBC ● Advertising ● Promotions ● Fulfillment method ● Availability ● In-Stock ● Buy Box ● Reviews More Control Some Control Less Control
- 12. Sales Velocity, Content & More Understand The Indirect Factors 12
- 14. Screenshot Content Optimization Product Listing ● Concise Titles ● Bullet Points of Information ● Description of Benefits Images ● Clear - Aesthetically Pleasing ● Easy To Understand ● Information Rich Leverage Additional Content ● EBC/A+ ● Storefront ● Amazon Posts
- 15. Data-Driven Decisions Keyword research for relevancy and to identify trends. Track impact and evolution of rankings.
- 16. Screenshot Additional Factors Social Proof ● Reviews ● Editorial Recommendations ● Bloggers Fulfillment Method CTR & Conversions Seller Authority ● Ratings ● History as seller ● Inventory
- 17. Impact of Advertising Increasing visibility with Amazon Marketing 17
- 18. Screenshot Screenshot Screenshot Advertising - The New Normal AD PLACEMENTS ● Sponsored Products ● Sponsored Brands ● Sponsored Display ● DSP ● Amazon Attribution (Off Amazon) WHAT IMPACTS AD RANK? ● Bids ● History of the Ad ● Ad Relevance 18
- 19. Amazon Advertising Funnel Increase Awareness ● Sponsored Ads (Search) ● In- Market (DSP) ● OTT (DSP Video) ● Amazon Attribution (Off Amazon) Drive Purchase & Build Loyalty ● Retargeting (DSP) ● Sponsored Brand (Search) ● Sponsored Product (Search) Reach Shoppers In Consideration ● In-Market (DSP) ● 3P Segments (DSP) ● ASIN Targeting (Search) ● Amazon Attribution (Off Amazon) AWARENESS CONSIDERATION PURCHASE INTENT PURCHASE LOYALTY OPERATIONS / CREATIVE 19
- 20. Mythbusting A9 Algorithm Misconceptions Myths & Misconceptions 20
- 21. Myth vs Reality 1. Once you start advertising your rank immediately is boosted 2. Having the lowest price wins the Buy Box. 3. Repeating keywords in my listing will increase my rankings. 4. Categorizing my product in a ‘less competitive’ subcategory will help me rise in rankings faster. 5. Once I get the number 1 spot I don't need to continue to invest in my listings 21 1. It takes time, interaction, conversions for your ads to affect your rank 2. Price and many other factors, such as fulfillment method and landed price, that are factored into the Buy Box 3. Repeating a keyword in your listing does not improve rankings, can sound unnatural to consumers and hurt conversion rates. 4. You will not side-step your competition by mis-categorizing your product. 5. Keyword search trends, competition, and ad units are always changing you always have to be investing in some capacity. MYTH REALITY
- 22. Final Takeaways Amazon A9 Algorithm & Organic Rank 22
- 23. 1. Text Match, Images, Ads, Promotion - are all things you can control. 2. Sale Velocity is King - The most important Factor! 3. Compelling Relevance - Give as much info as you can. 4. Diversify your Amazon Marketing Strategy - Test on and off Amazon campaigns. 5. Follow the Data - Capture data points to optimize and measure impact. How To Win With A9 23
- 25. Schedule Your Consultation with an Amazon Expert
- 26. Q&A
- 27. Thank you!
- 28. 2021 Amazon & Retail Media Virtual Summit 2021 Amazon Advertising Strategies 10:00 – 10:45am PST | 1:00 – 1:45pm EST DAY 1 - WEDNESDAY, FEBRUARY 24TH Unpacking Amazon’s A9 Algorithm 10:50 – 11:20am PST | 1:50 – 2:20pm EST Amazon Creative that Converts 11:25 – 11:55pm PST | 2:25 – 2:55pm EST Advanced Amazon Operations 12:00 – 12:30pm PST | 2:00 – 2:30pm EST The Emergence of Retail Media 10:00 – 10:45am PST | 1:00 – 1:45pm EST DAY 2 - THURSDAY, FEBRUARY 25TH What’s Next in Walmart 10:50 – 11:20am PST | 1:50 – 2:20pm EST Win Big on InstacarT 11:25 – 11:55pm PST | 2:25 – 2:55pm EST