Within the past 3-6 months Amazon has quietly made a change to their Search Algorithm that could significantly impact how consumers find and click on products. By properly understanding and taking advantage of this change, brands have the opportunity to dramatically increase brand exposure early in the buyer’s journey which in turn will potentially lead to significant sales growth.
What’s the change?
Recently, Amazon expanded the number of products appearing in the per-page search results from their homepage and non-department-specific searches from between 16-24 product results to 48 product results for most broad search terms in many major product categories.
Meaning, in the past when a consumer would go to Amazon.com and type in a search term like “car seat” in the search bar, Amazon would show consumers 24 car seats to choose from. Now, when a consumer performs this same task, Amazon shows 48 car seats.
Bottom Line: Amazon has increased page one organic exposure during consumers initial product discovery phase between 200% and 300%.
Why it’s important:
This is incredibly important due to the major role being organically ranked on page one within Amazon’s search results plays.
According to Amazon’s own data:
How to take advantage:
1. Rethink your advertising strategy
Are you currently targeting broad search terms? If not, it now may be beneficial to do so.
2. Identify mid-level sellers
Identifying and targeting items just below your top seller threshold with the purpose of improving organic search rank could be enough to boost your product onto page one.
Conclusion:
As the statistics show, consumers rarely go past page one in their search process, so brands need to create a strategy taking this into consideration. This recent change creates an opening for savvy brands to take advantage in the change and significantly increase page one exposure.
