Study: Sales, keywords & fulfillment correlate with Amazon search rankings

By Greg Finn

Published: April 12, 2016 at 9:14 am

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Most retailers know that performing search optimization on Amazon is a different animal than with a traditional search engine. A new study across 344,936 unique products and 746,500 search results from Ripen eCommerce confirms these thoughts.

The study analyzed various factors including keywords in a products title/feature/descriptions, Amazon Best Sellers Rank, fulfillment options, prime eligibility and more.
Correlation-Data

The top 5 factors that correlated with a better ranking were:

Amazon Best Sellers Rank (Sales Rank)
Items Sold/Fulfilled by Amazon
Keywords in Product Title
Prime Eligible products
Discounts

While the above factors helped bolster the visibility of a product in the search results, one factors correlated with a lower Amazon ranking: Third Party Fufilled Products (even if Prime eligible). When a product wasn’t fufilled by Amazon, there was a strong correlation with decreased visibility.

For more information and full data see the full Ripen eCommerce Amazon SEO Study.

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Editorial disclosure

Contributing authors are chosen for their expertise and work under the oversight of the editorial staff. Search Engine Land is owned by Semrush. The contributor was not asked to mention Semrush; the opinions expressed are their own.

About the author

Greg Finn

Greg Finn is the Director of Marketing for Cypress North, a company that provides digital marketing and web development. He is a co-host of Marketing O'Clock and has been in the digital marketing industry for nearly 20 years. You can also find Greg on Twitter (@gregfinn) or LinkedIn.