Ranking on Amazon: Text Match Relevancy & Building Your Product Title

    Written by Tristan Williams
    on March 12, 2021

    Small and medium-sized sellers in the U.S. sell an average of over 4,000 items per minute on Amazon! However, there are millions of sellers competing to make these sales. If you want consumers to see your product listing, you have to be strategic. 

    The Higher the Rank on Amazon the More You Sell

    If you have a product page on Amazon, you want your listing to be found by customers on the first page of results when they search for your industry keywords. 70% of Amazon customers stick to the first page of results after searching for a product. To secure a spot on page one, you need to optimize your product listing for SEO. 

    Amazon SEO and A9 Algorithm

    Amazon search engine optimization (SEO) is the process of optimizing your Amazon product listings to improve your ranking in searches for related keywords. A winning Amazon SEO strategy takes advantage of the Amazon A9 algorithm

    Amazon's A9 search algorithm takes many factors into consideration when determining product ranking. However, there are four elements that hold the most weight when it comes to ranking organically on Amazon. These influencers are text match relevancy, price, inventory, and sales velocity. In this blog post, we focus specifically on the factor every Amazon seller can influence to achieve better results - text match relevancy. 

    Text Match Relevancy on Amazon

    A strong keyword strategy is arguably the most important element to gain traction on Amazon. This is because most Amazon shoppers look for products via search and not by sifting through filters. Text match relevancy encompasses the content of your product listings from titles to backend search terms. Without a keyword strategy and implementation, your product will not meet its full potential on Amazon. 

    How to Improve Text Match Relevancy on Amazon

    1. Research what customers are searching to discover your product or similar products. At Envision Horizons, we use subscription software tools to identify monthly search volumes, the number of competing products, and PPC cost. However, there are plenty of free software tools sellers can use as well. 
    2. Input target keywords into the product title, bullet points, description, and backend keywords. According to our experts, the product title holds the most weight for improving visibility for a keyword. 
    3. Double-check the product is indexed for all the target keywords. While Envision Horizons uses subscription software for this as well, the easiest free way to check is by manually searching the ASIN with the keyword or phrase into Amazon.

    Building Your Product Title on Amazon

    Make Your Title Descriptive

    Provide your target audience with valuable and relevant information that helps in their decision-making process. A basic formula for product titles is to list brand name, product name, features, and then extra detail such as size, color, material, or quantity. Only list size if it is a relevant detail and only list color if the product does not come in multiple colors. However, be conscious of title length- you can check your suppressed listings report to ensure your listings aren’t being suppressed due to title length.

    Include Keywords 

    To choose the right keywords for your listing, conduct keyword research. Identify the common search terms being used by your ideal customer, and develop a list of potential keywords you can use for your product listing. You can use Amazon’s predicted search to find what people are already searching on Amazon’s site.

    Once you find relevant keywords, it is best practice to integrate the most valuable one at the beginning of your title. This is because Amazon’s algorithm correlates higher relevance with keywords that appear earlier in the title. 

    Finally, beware of over-using keywords in your listing. This is a bad practice called keyword stuffing, and it is unnecessary because you only need to integrate your keywords once to rank for them. Additionally, Amazon bots will likely catch keyword stuffing and suppress your listing. 

    Follow Best Practices

    There are a few key tips you should be following when writing your product title. Capitalize the first letter of each word, spell out measurements, write numbers as numerals, use “and” instead of the ampersand, unless it’s part of the brand name.