15 May 2017
May 15, 2017
Why Are My Amazon Product Rankings Falling?
You’re getting frustrated. You’re doing everything right – you’ve given your product listings optimised titles, the bullet points are descriptive but to the point. The product description looks brilliant and the images are great. The product listing has all the relevant search terms to the back end, and the product has generated plenty of positive reviews. So why are you frustrated? Because you’re stuck. You aren’t climbing the rankings at all. Perhaps you’re even slipping in the rankings and you can’t find your product through organic search terms. Things are made even worse as the competition is managing to perform better in search results despite having less reviews and an even lower rating than you.
Product with 5 Reviews on Page 1. Product with 1794 Reviews Page 4.
Listing on Page 1, with 5 total reviews, and product description total of 4 words. Like you, I’ve had this happen to me before. I called up my Amazon agent and made several complaints about the issue. I’ve looked through plenty of articles written by “experts” offering their own solutions for optimising listings and getting better rankings.
I’ve lost a countless amount of hours sweating about my listing optimisation, and even lowered my prices. Despite all the blood, sweat, and tears I’ve given to my listings, my effort has barely yielded any results. At least not any positive ones.
It’s obvious that optimising an un-optimised listing is going to greatly improve your sales by better converting shoppers looking at your listings. However, optimising a listing isn’t enough to stay at the top of the rankings. Think about it this way; you live in a rural area and you have a store there. You put a massive neon sign filled with bright flashing lights on your store. It’s obvious that it’s going to attract a lot of attention. If you were to take that sign and use it in, say, Las Vegas, then it obviously wouldn’t be anywhere near as effective. Everyone in Vegas has a huge neon sign. What’s so special about yours? Amazon is the Las Vegas of this analogy.
Everyone is optimising their listings as much as possible, offering competitive prices, and generating good reviews. This leaves us with the question of just how to make ourselves different, stand out from the crowd, and ultimately grow the brand.
Amazon tries to keep sellers off balance
I’ve built a number of successful Amazon businesses and, if there’s one thing I’ve had to learn by myself, it’s that Amazon doesn’t want people to understand them entirely. In fact, Amazon tries to keep sellers off balance.
This helps Amazon generate even more money because it means that sellers increase their marketing efforts. Hundreds of companies study Amazon trends by collecting information, creating charts, and plotting data points to find patterns that can be exploited. While there are some patterns out there, and they can be used to generate more sales, the results are only there for the short term. I find that the latest exploits only last for around six months at the most. If there really were plenty of clear patterns out there that never changed, then the market would be flooded with manuals and publications on how to create the ultimate Amazon strategy.
We’ve spent years collecting data and spent hundreds of thousands of dollars on advertising with Google and Amazon, and our conclusion is that Amazon is actively working to disrupt any pattern in the algorithm in order to prevent people from working it out. What is their end game? That’s obvious; they do this to generate more money through advertising.
So what is the strategy? After optimising your ads, the way to create true brand success on Amazon is through effective marketing. We will be looking in depth at effective forms of marketing via sponsored product campaigns, headline banner ads, and product display ads. These campaigns are excellent at boosting brand awareness and sales. If you want to succeed on Amazon long term, it is vital that you understand Amazon Marketing.
In our next article, we’ll take an in-depth look into manual keywords.