How to Use Amazon’s Search Engine to Amplify Your E-Commerce
How to Use Amazon’s Search Engine to Amplify Your E-Commerce
Danny Shepherd, Co-CEO • Intero Digital • March 9, 2023
If you struggle to reach your target audience through online searches, you’re not alone. The Amazon marketplace is a highly competitive arena, with industries such as skincare, supplements, and generic fashion apparel being among the most challenging to gain traction in. With the sheer number of products available, gaining visibility and impressions on Amazon can be nearly impossible if the right strategies are not in place.
Because the Amazon search engine is a complex environment that requires a comprehensive strategy to succeed, you need experts who take a holistic approach to marketing successfully on Amazon. Read on to learn the ins and outs of Amazon’s search algorithm and how you can use it to revolutionize your e-commerce strategy.
Google Search vs. Amazon Search: Uncovering the Key Differences
Amazon’s approach to SEO stands apart from Google in one crucial aspect: keywords. On Amazon, users are typically searching for a specific product, whereas on Google, they are often doing research that might not be product-related. As a result, the keywords used on Amazon are product-focused, while Google’s keywords can be a mix of product- and non-product-related.
Amazon wants to show you the things that make the e-commerce giant the most money. And to do that, it displays for you what you are searching for in the most helpful way possible. It shows you things that other people like, with good prices, and that lots of people have bought. The algorithm also keeps track of all the data you provide when shopping so it can show you even better things the next time you look. In other words, it’s like a big game, and Amazon wants to be the winner by helping you find what you want to purchase.
To effectively use the Amazon search algorithm, you must take a look at your overall marketing strategy. The Amazon search engine is slightly different from that of Google and requires different tools and expertise to master. In short, success on Amazon requires a tailored approach that takes into account these differences and the unique characteristics of the platform.
Common Mistakes Sellers Make in Amazon's Search Engine
When venturing into trying to work with Amazon’s search engine, here are mistakes that many sellers make:
Overemphasizing the wrong aspects of optimization: Optimization is important for your Amazon listings. However, it’s easy to get caught up in the wrong aspects and lose sight of the bigger picture. One common pitfall is fixating on having certain keywords in the title or product copy. While keywords are important, they aren’t the only factor that affects your ranking.
Lacking a basic foundation: Sometimes, even the basics can be overlooked, resulting in missed opportunities for success. For instance, having at least six high-resolution images is crucial for providing customers with a clear and detailed view of your product. Additionally, a solid video can help bring your product to life and increase engagement. Lastly, having a strong title with keywords can make all the difference in attracting potential customers.
Not having a detailed plan: This can manifest in several ways, such as a lack of a clear fulfillment strategy, failure to understand the differences between Fulfilled by Merchant (FBM) and Fulfilled by Amazon (FBA), no clear profitability strategy, and making decisions that don’t align with overall business goals. Fortunately, by taking the time to develop a plan and understand the intricacies of Amazon, you can set yourself up for success and maximize your profitability.
Revolutionize Your Amazon Search Engine Approach
Despite the competitive nature of Amazon’s search engine, it’s still a powerful tool you can leverage to find success in the massive e-commerce marketplace. The following are three tips that can help your business stand out on Amazon and ultimately increase your bottom line:
1. Invest in effective advertising.
Advertising is a critical component of success on Amazon, a pay-to-play platform where higher rankings can be artificially boosted through effective advertising. However, many sellers fall into the trap of wasting money on advertising that doesn’t convert to sales. The truth is, while it might be easy to start advertising on Amazon, it’s much harder to do it well, efficiently, and in a way that sets you apart from the competition.
2. Use keyword targeting for your specific audience.
Keyword targeting is a crucial aspect of Amazon advertising, and many sellers overlook its importance. A common mistake is assuming that you know the keywords your target audience is using to find products like yours. By carefully researching and selecting the right keywords to target, you can ensure your advertising dollars are being spent effectively and your products are being seen by the right people.
3. Maintain continuous inventory management.
Inventory management can have a significant impact on your Amazon search engine rankings. When you don’t have inventory on your listing, it effectively disappears from the Amazon website and there’s no chance of ranking higher or optimizing your search engine performance.
Operating on Amazon without maintaining your inventory is like trying to do SEO for Google when your website is down for a month. Not only can you not make sales during that time, but when you come back, your ranking will also be much lower, making it even harder to improve your search engine performance. This is why inventory management is not just about making sales; it’s crucial for the success of your Amazon search engine ranking.
Bringing It All Together
In the world of e-commerce, it’s important to stay ahead of the curve. At Intero Digital, that’s what we help you do. Whether it’s Amazon or Google product searches or best practices to sell on the Amazon marketplace, we have the expertise to take your e-commerce game to the next level. So why not give it a try?