Amazon Algorithmic Bias and Product Visibility

Amazon’s search algorithm impacts product visibility, and understanding how it works is crucial for sellers. Here’s a quick summary of the key points:

• Algorithm Bias: Amazon’s A9 algorithm may unintentionally favor certain products, affecting visibility and sales. Top-ranking products get most clicks, with 64% of business going to the top three results.
• Key Ranking Factors: Keywords, sales history, conversion rates, customer reviews, pricing, and inventory levels determine rankings.
• Detecting Bias: Tools like AMALYZE help analyze rankings and identify hidden biases in search results.
• Fixing Bias: Optimize product pages with relevant keywords, high-quality images, detailed descriptions, and A+ Content. Use Amazon tools like Brand Analytics to refine strategies.
• Boosting Visibility: Focus on keyword research, competitive pricing, steady inventory, and targeted ads to improve rankings.

Pro Tip: Regularly monitor search metrics like impressions, click-through rate, and conversion rate to track performance and adapt quickly.

Understanding the A9 Algorithm

Finding Search Bias Issues

Understanding how the A9 algorithm influences product visibility is just the start. Sellers also need to pinpoint specific search biases that may hide their listings from potential buyers.

Main Types of Search Bias

• Context Bias: Top-ranking listings dominate attention, grabbing twice as many clicks as lower-ranked ones.
• Exploration Bias: Repeatedly showcasing the same products reduces exposure for newer listings.
• Domain Modeling Bias: Misaligned design allows sellers to inflate clicks with unrelated content.

Tools for Search Ranking Analysis

Tools like AMALYZE Index Checker provide a detailed look at product rankings by:

• Monitoring nearly 69 million keywords across major marketplaces.
• Tracking over 212 million products on Amazon.com.
• Identifying which keywords effectively rank your ASIN.

"AMALYZE is one of our most important tools for amazon regarding product optimization, PPC campaigns and monitoring our product range."
– Felix Gassmann, Managing Director

These tools are also helpful in spotting hidden biases in actual marketplace conditions.

Real Example: Detecting Hidden Bias

You can uncover search bias in your listings by following these steps:

• Visibility Check: Search for your product using exact keywords and sort results by ascending price. If your product appears in an unexpected position, it may indicate bias.
• Common Triggers:
  • Poor-quality images
  • Policy violations
  • Slow sales performance
  • Merged ASINs

To address these issues, consider applying diversity controls. These controls discourage repetitive attributes and promote a broader distribution of items. Regularly reviewing your listings and optimizing them is essential. Tools like AMALYZE’s Keyword AMALYZER can help you discover strong keyword combinations, ensuring your products stay visible.

Fixing Search Bias Problems

Product Page Improvements

Improving product pages can help address algorithmic bias. Here’s how:

• Use relevant keywords: Add primary and secondary keywords to titles and descriptions for better search alignment.
• Add A+ Content: Include rich media and comparison charts, which can increase sales by approximately 5.6%.
• Use high-quality images: Include multiple clear images with plain white backgrounds.
• Write focused bullet points: Highlight essential features and benefits to quickly inform potential buyers.

Using Amazon Seller Tools

Amazon seller tools can further help reduce algorithmic bias. For instance, Amazon Brand Analytics provides three powerful dashboards:

This strategy works. For example, Guy Arad from thefitguy reported a 40% sales increase after optimizing search terms with Amazon Brand Analytics.

Building Sales History

Creating a strong sales history is essential for improving rankings. Amazon’s algorithm factors in total sales, recent trends, and sales frequency. Key actions include:

• Set competitive prices: Lower prices can drive early sales.
• Maintain stock levels: Avoid running out of inventory to prevent visibility drops.
• Encourage reviews: Genuine customer feedback builds trust and boosts rankings.
• Adapt quickly: Keep an eye on trends and adjust strategies as needed.

One client saw improved page views after reducing prices but faced a temporary visibility drop due to inventory issues. This highlights the importance of consistent pricing and stock management.

These steps not only improve search rankings but also enhance overall product visibility.

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Steps to Boost Product Visibility

Keyword Research and Use

Start with general keywords and narrow them down to match what customers are searching for. Use primary keywords in titles, include secondary keywords in descriptions and bullet points, and don’t forget to add keyword-rich alt-text to images.

Better Images and Descriptions

Once your keywords are in place, focus on improving your listing with high-quality visuals and clear descriptions. Amazon allows up to 9 images per listing, though only the first 7 are shown (or 6 if you include a product video).

For effective product content, here’s what to aim for:

Images:

• High-resolution photos with white backgrounds
• Shots from multiple angles to highlight key features
• Lifestyle images showing the product in use
• Size comparison images, when relevant

Descriptions:

• Short, benefit-driven titles
• Bullet points that clearly outline key features
• Detailed product specifications
• Use of A+ Content for a polished look

Adding A+ Content can boost sales by an average of 5.6%. This feature helps highlight your product’s strengths while reinforcing your brand’s story.

Setting Up Amazon Ads

Enhance your on-page efforts with targeted ads to increase product visibility. Amazon offers several ad options, each with specific advantages:

For instance, GROOVE helped AMBiQUE, a men’s skincare brand, achieve a 422% year-over-year sales increase using sponsored ads.

To get the most out of your campaigns:

• Start with automatic targeting for new ads
• Use dynamic bids (down only) at first
• Set adequate daily budgets
• Regularly monitor and tweak campaign performance
• Ensure your products are always in stock

Tracking Search Performance

Key Search Metrics

Keep an eye on these critical metrics in Seller Central:

• Impressions: How often your product shows up in search results.
• Click-through rate (CTR): The percentage of impressions that lead to clicks.
• Conversion rate: A good target is between 10% and 15%.
• Cart adds: The number of times shoppers add your product to their cart.
• Purchase rate: The ratio of purchases to total impressions.

Search Position Metrics:
Track your rankings for key search terms to measure performance.

Tools for Monitoring Performance

Search Catalog Performance Dashboard
This tool provides insights into customer behavior and shows where potential buyers might drop off. It reveals important data like query volume and the relationship between impressions and clicks.

Search Query Performance Dashboard
This dashboard focuses on the keywords buyers use to find your products, offering a clearer picture of search trends.

Leverage these tools to refine your pricing, keyword strategy, and inventory planning.

Turning Data Into Action

Use the data you collect to make strategic improvements:

• Pricing Adjustments
  A case study revealed that keeping prices above market levels for too long can hurt visibility. Even lowering prices later may not fully recover rankings.
• Keyword Analysis
  Review search term data to update product titles with high-performing keywords. Improve product descriptions based on successful queries, and tweak backend search terms to boost relevance.
• Inventory Consistency
  Maintain steady inventory levels to prevent dips in search rankings. Products with stable stock histories are often favored by the algorithm.

Summary

Main Points Review

Understanding how Amazon’s algorithm works is key to keeping your products visible. The platform now prioritizes customer experience. Factors that play a big role in product visibility include:

• Sales velocity and keeping inventory steady
• Customer reviews and ratings
• Optimized product listings
• Competitive pricing
• External traffic influence

Maintaining a steady inventory and creating engaging content can improve search rankings. High-quality images and detailed product descriptions are still essential for standing out.

Action Steps

Here are steps you can take to improve your product visibility:

Immediate Actions:

• Use the Search Query Performance dashboard for keyword research
• Optimize product titles with main keywords and brand names
• Regularly check and adjust pricing to stay competitive

Long-term Strategy:

• Strengthen your review profile by following up with customers
• Develop enhanced A+ Content for your listings
• Bring in traffic from external sources
• Track performance metrics using Amazon’s tools

These actions form a solid plan to maintain and improve product visibility.

Since Amazon’s algorithm keeps changing, it’s important to monitor your metrics regularly and maintain consistent sales to stay ahead.

Related posts

• Amazon Store Management