Are you a seller on Amazon?
When this happens, you need to understand how important your Amazon sales rank is and how it can help (or harm) your business.
What is the Amazon Sales Rank?
The Amazon sales rank (also known as the bestseller rank or BSR) is a numerical rating that represents the popularity of an item in both its overall category and its sub-categories.
What does that mean? Let's look at Jenga's performance. While Jenga took third place in the overall category of Toys & Games, he took first place in Stacking Games.
With this visibility of performance, salespeople can view performance on multiple levels.
Amazon sales rank can range from one to over a million, with lower values indicating superior rank. The metric is calculated every hour based on the number of recent sales as well as historical sales relative to other products in the same category.
Wondering how to determine the Amazon sales rank of your product?
It's simpler than you think. Just scroll down to the bottom of your product page until you come across the Product Details section. Then look for the Amazon bestseller rank.
After you've found your Amazon Sales Rank, you're probably wondering, "Is that a good score?" When it comes to sales rank, all things are relative.
If you're in a saturated category, a "good" score can still be an astronomical number. On the other hand, if you're in a small niche community, a score that might be that low might not mean that much. Typically, you want to aim for a score below 2,000.
Why is your Amazon Sales Rank important?
You might think that your Amazon Sales Rank doesn't have a huge impact on your current performance as it is based on past performance. However, there are four different reasons why you should care about your ranking.
Amazon Sales Rank Indicates trust
For Amazon sellers, having a low Amazon Sales Rank is critical to success on the ecommerce website. Since rankings are used to define product popularity within a particular genre and relative to its competitors, consider your sales rank as a vote of confidence in the popularity of your product.
Offers a Competitive advantage
Not only does the Amazon sales rank serve as a testimonial of the popularity of your product, it also provides insight into your competitors by highlighting the top performing products in your category. By evaluating products that have the highest Amazon sales, you can reevaluate your own campaign through their lens and optimize your listing and marketing strategies accordingly.
It increases sales
In addition to credibility, consumers are more likely to buy a product that others have also bought. What is the likelihood that you will buy a product online with no reviews? Most likely none.
The same premise applies here: more sales mean more reviews, which leads to even more sales.
It improves brand awareness
If your products routinely top your category or sub-category, buyers will notice. By increasing the positive visibility of your products, you can increase the visibility and awareness of your brand.
6 ways to increase your Amazon sales rank
It seems like your sales rank is completely out of your control and depends entirely on your consumers. However, you can take steps to increase sales and increase your Amazon sales rank.
Let's look at six strategies to increase your sales rank.
1. Create Incentives for Reviews to Increase Amazon's Sales Rank
Eighty-eight percent of consumers trust online reviews as well as word of mouth recommendations from their friends and family. Positive reviews can be the tipping point at which a consumer chooses your product over a competitor's.
While Amazon has banned real financial incentives for reviews (such as offering a discount or making payments), there are still options to encourage customers to leave glowing reviews. Here are some ways to improve your online ratings.
Send a follow-up email after purchase. You can include valuable informational content in this email that will increase the goodwill between buyer and seller and potentially lead to future purchases and future valuations.
You can also choose to have Amazon automatically email the buyer to review the product. It's a quick and easy way to get valuable reviews.
Inserts in the packaging
Including valuable content in your packaging can also encourage customers to leave a review. Consider including a handwritten note encouraging the consumer to leave a review, which will also further promote the feeling of connection. Even a printed thank you note with a reminder to review can help.
Amazon Vine is an in-house program that offers free products to trusted Amazon customers in order to receive feedback. The aim is to encourage honest reviews from real customers and is only possible by invitation of the participants.
The only catch is that you must be an Amazon supplier to participate in this program.
2. Do keyword research to improve Amazon sales rank
We believe that keyword research should be the foundation of any online campaign, and selling on Amazon is no different. Identifying the right keywords for your product can be the differentiator between success and failure.
When creating your Amazon listings, include your keywords in your title and bullets. By including these terms, you ensure that more searchers see your listing, which in turn increases the likelihood of your product being bought.
3. Use high quality photos to increase Amazon sales rank
Photos are important. In fact, 63 percent of consumers say that photos are more important to them than verbal descriptions when shopping at Amazon. It pays to invest in quality photos.
When choosing which photos to include on your listing, consider what you, the consumer, want to see. Would an image with an infographic be effective? Would a picture of someone using your product convey value? If you are taking your own photos, look for tips that will help you take professional photos.
Whichever approach is best for your product, quality photos can grab and transform attention, drive sales, and increase your Amazon sales rank.
4. Write a good sales copy
A lot of Amazon product lists show some pretty lackluster fonts. Common violations are unoptimized pages, keyword-filled titles, and sentences that don't even make sense (which don't build trust in your business).
To make your product stand out from the crowd and make more purchases, write a thoughtful sales copy for each of your product lists. Focus on the benefits your product offers and what makes it stand out.
Amazon visitors come with commercial intent. If you can attract them with a strong sales copy, the chances of them converting are much higher.
5. Optimize the product description and title
Here's a fun fact: 90 percent of Amazon's product lists don't meet Amazon's description requirements. Just like Google, Amazon does frequent algorithm updates. Keeping up to date with the recommended listing details, including character count and word limit, can improve the performance of your products and improve visibility.
When creating product descriptions and titles, keep in mind that Amazon users will shop on the platform as it is quick and easy to do. If your potential consumer is struggling to understand your products, they probably won't come back for a second look.
Try these three things to make your titles stand out from the crowd:
- Be creative
- Stick to Amazon's 200 character limit
- Use descriptive titles that indicate what your product is
Be sure to use Amazon best practices when creating product titles. They exist for a reason. So be sure to implement them in your title strategy
- The first letter of the primary words must be capitalized
- Don't use an ampersand
- Share exact size information
- Use numbers when conveying numbers
6. Promote your products to increase Amazon sales rank
The conversion rate on the Amazon Marketplace is around 15 percent on average, which is significantly higher than on other e-commerce platforms. The key to ensuring your products reach this conversion level is to ensure and increase visibility. If no one sees your product, no one can buy it.
While there are a number of ways to promote your products on Amazon, we've rounded up our top three to share with you.
Invest in Sponsored Product Ads
To increase the visibility of your product, you should invest in sponsored product ads. As a seller, you will only be charged when a buyer clicks on your ad. So this is an inexpensive way to bring new eyes to your product.
In the above ad, the sponsored product will appear on the first page of search results.
Use your social channels
Harnessing the power of your company's social channels is a great way to get your products out to more buyers. While you don't want to inundate your followers with ads after ads, there are a few strategies you can use to get your Amazon listings noticed.
- Host a giveaway or competition: By creating a contest that encourages people to interact with your Amazon product listing, you are increasing its visibility. For example, you could give away a product to a lucky winner who shares your Amazon listing in their bio or stories.
- Share content with a link to your Amazon listing: If you post a helpful blog that is specific to your industry, people will come to this content to learn. Not only does this make you a thought leader in your industry, it also provides the ability to link to your Amazon listings and increase visibility.
- Offer a social media promo code: If you have a Professional Selling account on Amazon, you can create a promotional link that you can share by social highlighting a discount offered on the list. Here is a guide on how to navigate while setting up a promotional link.
Offer a Lightning Deal
Generate interest in your product by offering customers a Lightning Deal. These sales are time sensitive and can be found by shoppers in the Today's Deals section of Amazon. These are extremely popular with buyers as their time sensitive nature makes them urgent to take action.
If you include your product in the "Today's Offers" section of Amazon, you not only increase your sales, but inevitably increase your Amazon sales rank as well.
Now that you understand the components of your Amazon ranking, it's time to optimize your store for more purchases.
Whether you are looking for keywords for your ecommerce store first or spicing up your existing copy, you are well on your way to increasing product visibility. As this visibility increases, so does your sales, and your sales increase at the same time.
What is your most successful strategy for increasing Amazon sales rank?
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