Amazon SEO, A9 and Rank For eBooks

Amazon SEO is based upon the A9. The A9 are a series of areas which Amazon looks at and ranks their products. The technology was bought by Amazon and it gets tweaked very regularly.

Why is it important?

1. Higher rankings = More visibility = More sales.
2. Unlike Google, where people browse, Amazon users search with buying intent—so ranking well leads to direct revenue.
3. Amazon’s organic search results generate more sales than ads (though PPC can boost rankings initially).
4. Competing effectively – If your product ranks higher, customers will buy from you instead of competitors.

Now. The A9 is supposed to be this Grail of information that when you find it unlocks the secrets to getting your products ranked higher on Amazon.

Now. There are a couple of issues with this:

• Amazon doesn't list the A9 in it's entirety- It would open the Amazon SEO ranking system to manipulation
• Search online and you get different A9 factors. Therefore no-one really knows the factors
• If you piece together research, articles, Amazon statements you can actually fit together a really good idea of what they look for.
  

Amazon SEO and the A9. How to start to rank your ebooks higher in Amazon search

The above is what is normally stated when asked about Amazon SEO and the A9.

But. What happens when say someone:

• selling exactly the same product 
• gets exactly the same reviews
• exactly the same stars?

With millions of products and many rebranded items/ private labelling...you find that this happens. So how can Amazon rank you higher than your competitor. According to the diagram:

• Price- you both have the same, or you will both compete on price (bad thing to do)
• You use the same images as they come from the same supplier
• The reviews are the same
• Generally, the product description and title are the same, especially the same title
• Sales history? Maybe...but one item to differentiate both of you? Probably not.

If we think of Google, they have hundreds of different ways that a website can be differentiated. So, why don't we figure that Amazon SEO does the same. With so many variables being logged they can actually start to thin out products and sellers.

From what we can find, we have found the A9:

1. Purchased shopping carts. What people actually bought and added to through “backend” purchases.
2. Items added to carts but abandoned. Did they find something better? Buyers remorse? Computer crash or software failure?
3. Pricing experiments online. Amazon is widely known to test in certain areas and test something else in others. Would they test sales, authors, recommendations, bundles? Sure they would.
4. Wishlists. Products already out and products still to come. Could be classed as shopping cart data.
5. Referral sites. Search engines and websites know where you came from and where you went to. A page of same topic linking to a page of same topic increases the “value” of that second page. They also know if you found the link through an email, this could also indicate an increase in book sales as an email promotion. Amazon knows the same. Each mouse press is logged. They know the top “in” pages and the top “click away” pages.
6. Dwell times. Search engines give weight to how long you spend on a website. The longer you spend on one page the more you enjoyed it, or so they believe. If you spent a long time on one page of Amazon is it because you didn’t know where to go, or were you steeped in thought? Increasing bios and book descriptions will help with this. A longer description also states that you enjoy the product yourself and are “proud” to talk about it. Oddly enough this is actually classed as a factor to be brought up in the long-tail charts.
7. Ratings by you. If you have rated things in the past, commented, ranked and spent a lot of time clicking and being productive that will give that user a better Oomph. It also allows Amazon to build a profile of that user.
8. User segmentation. Are you buying books spread out or are you buying books to learn? In other words, if you bought two books on affiliate marketing and then a month later bought another book on affiliate marketing for beginners, well that might suggest that the first two books weren’t that good? If you buy baby books Amazon could also target you with toddler books when you come back at a later date.
9. Views. What did you look at before your put an item in your cart? Why did you choose that item rather than the rest? And you have to ask yourself, how many times did you view the item before you bought it? Did you go offline? Did you go to another website to find a review of the item? Did you search for that specific item name?

Great, Amazon SEO and ebook product ranking we go!

Not so fast.

What Amazon doesn't state is that the A9 is actually incomplete. People ask for the A9 and you get vague responses- hence the random ways the A9 can be assembled.

What we have found is that the A9 is very incomplete. But the A9 is part of a system that loops off each other. For instance.

• Items added to a cart. They just don't look at that and assume the product is good if landed in the cart. If you get cart abandonment then they will flag this as a question. Now at some point you would come back to Amazon. Do you buy the product, do you get rid of it? Do you find another product of equal price/ content and discard the original? Or do you keep the original and add the second product- therefore the second product could be aligned with your original product in the "also bought" area. It could also highlight that the original product is needed but is incomplete.

All this is then thrown into an area which also looks at Views. Did you look at the original product for too long, look at other products? Did you buy the original product straight away or did you look at others? Were those other products any one of the secondary products bought?

As you can see- the A9 is a title. That title spreads out into other areas and those areas spread even further.

So it isn't necessarily the A9, it is more like the A100.

Case study using Amazon SEO. Please step forward Burrito Blanco

This Amazon SEO success comes edited from epinium.com.

Burrito Blanco is a renowned Spanish home-textile brand with over 60 years in the industry, ventured into Amazon's marketplace in 2013. Despite having a catalog of approximately 2,000 products, they realized their sales potential wasn't fully tapped.

They had a massive product catalogue. They didn't know which products to become the lead and this means a comprehensive overview- this takes time.

Also...with that many products, how were they going to input all those title and descriptions?

So what did they do? They used a specialised Amazon SEO tool (Epinium)

This allowed Burriot Blanco to:

• Gain insights into product performance, identifying areas needing optimization, and determining priority products.
• Bulk editing titles, bullet points, and descriptions in bulk, significantly reducing manual workload.
• Automated keywords
• Improved product descriptions and flow

Within just 3.5 months of implementing these strategies, Burrito Blanco experienced remarkable growth:

• A 449% surge in sales.
• A 446% increase in user sessions, indicating enhanced visibility and interest.
• An 869% boost in conversions, reflecting improved product appeal and customer trust.

Amazon SEO works.

But how about if you don't want to use a tool. Can you do it yourself?

Yes you can.

Amazon SEO takes in all manner of factors that prioritizes these factors to gain higher listings.

We looked for these additional factors and we found a lot more.

• High-quality images, competitive pricing, and compelling copy.
• Keywords in the title, bullet points, description, and backend search terms.

Sure these can improve your listing being found, but not necessarily your product getting higher Amazon SEO placement.

Lets just go through the main Amazon idea. What does it want. It wants you to achieve better sales.

Better sales helps everyone- Amazon included.

But better sales jumps around. To get better sales:

1. you need good customer service
2. good sales page
3. prompt shipping
4. the right product to the right person
5. nice reviews
6. nice amount of stars

As you can see...better sales opens up into a much broader set of factors. And that is the key to Amazon SEO. Not one factor does it.

The A9 are the basics. Top level titles (like your headline and description. Price etc).

Then you have 5 more off shoots of those, and then more off shoots of those.

Focusing on better sales (the ultimate factor) triggers a better Amazon ranking:

• More people are going to leave a comment and view related merchandise
• You get more back end and subsequent sales from the same, now happy customers
• Amazon ranks you higher in their search

You can check out more on the Amazon SEO and rank factors here to sell more ebooks.

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