Are you a seller on Amazon?
If so, you need to understand the importance of your Amazon sales rank and how it can help (or harm) your business.
What is Amazon Sales Rank?
Amazon sales rank (also known as best sellers rank or BSR) is a numerical score representing an item’s popularity in both its overall category and respective subcategories.
What does that mean? Let’s look at Jenga’s performance. While Jenga scored position three in the overall category of Toys & Games, it earned the number one rank in Stacking Games.
With this level of visibility into performance, sellers can view performance on multiple levels.
Amazon sales rank can range from one to over a million, with lower scores indicating superior rank. The metric is calculated hourly using the number of recent sales, as well as historical sales in relation to other products in the same category.
Wondering how you can find your product’s Amazon sales rank?
It’s easier than you think. Simply scroll to the bottom of your product page until you encounter the Product Details section. Then, look for the Amazon Best Sellers Rank.
Now that you’ve found your Amazon sales rank, you’re probably wondering, ‘is this a good score?’ When it comes to sales rank, all things are relative.
If you’re in a saturated category, a “good” score could still be an astronomically high figure. Conversely, if you’re in a small, niche community, a score that may present as low may not actually mean that much. As a general rule, you’ll want to aim for a score under 2,000.
Why Is Your Amazon Sales Rank Important
You might think your Amazon sales rank doesn’t have much bearing on your present performance, as is based on past performance. However, there are four distinct reasons why you should care about your ranking.
Amazon Sales Rank Shows Trust
For Amazon sellers, having a low Amazon sales rank is vital to success on the e-commerce site. Since rankings are used to define product popularity within a specific genre, and comparatively with its competitors, consider your sales rank as a vote of confidence in popularity of your product.
Provides a Competitive Edge
In addition to serving as a testimonial to the popularity of your product, Amazon sales rank provides insight into your competitors by providing visibility of the most high-performing products in your category. By assessing products that hold top Amazon sales ranks, you can then reassess your own campaign through their lens, optimizing your listing and marketing strategies accordingly.
It Increases Sales
In addition to credibility, consumers are more likely to purchase a product that others have also bought. What’s the likelihood that you would buy a product online without any reviews? None, most likely.
The same premise is at work here—more sales means more reviews, leading to even more sales.
It improves Brand Awareness
If your products are routinely ranking in top positions in your category or subcategories, buyers will notice. By increasing your products’ positive visibility, you can increase the visibility and awareness of your brand.
6 Ways to Increase Your Amazon Sales Rank
While it may feel like your sales rank is completely out of your control and dependent solely upon your consumers, there are actions you can take to drive sales and increase your Amazon sales rank.
Let’s look at six strategies to increase your sales rank.
1. Incentivize Reviews to Increase Amazon Sales Rank
Eighty-eight percent of consumers trust online reviews just as much as they trust word-of-mouth recommendations from their friends and family. Positive reviews can be the tipping point that causes a consumer to choose your product over a competitor’s.
While Amazon has banned true financial incentivization of reviews (such as offering a discount or payments) there are still options to encourage shoppers to leave glowing reviews. Here’s a few ways to increase your online reviews.
After a purchase is made, send a follow-up email. In this email, you can include a valuable piece of informational content that will grow goodwill between buyer and seller, perhaps leading to future purchases and future reviews.
You can also opt for Amazon to automatically send an email to the purchaser to review the product. This is a quick, easy way to score some valuable reviews.
Inserts in Packaging
Including a valuable piece of content in your packaging can also encourage customers to leave a review. Consider including a hand-written note that encourages the consumer to leave a review, which will also further foster that sentiment of connection. Even a printed thank you note with a reminder to review can help.
Amazon Vine is an internal program that offers products for free to trusted Amazon customers in return for feedback. The goal is to encourage honest reviews from real customers and is invitation-only for participants.
The only catch here is that you must be an Amazon vendor to participate in this program.
2. Do Keyword Research to Improve Amazon Sales Rank
We believe that keyword research should be the foundation of any online campaign, and selling on Amazon is no different. Identifying the right keywords for your product can be the differentiator between success and failure.
As you craft your Amazon listings, include your keywords in your title and bullets. By including these terms, you ensure more searchers see your listing, which, in turn, increases the likelihood that your product will be purchased.
3. Use Quality Photos to Increase Amazon Sales Rank
Photos matter. In fact, 63 percent of consumers report that photos are more important to them when shopping on Amazon than verbal descriptions. It pays to invest in quality photos.
As you select photos to include in your listing, think about what you would want to see as a consumer. Would an image that incorporates an infographic be effective? Would an image of an individual using your product convey value? If you take your own photos, look for tips that will help you take professional-level photos.
Regardless of which approach works best for your product, quality photos can attract and convert attention, drive sales, and increase your Amazon sale rank.
4. Write Good Sales Copy
A lot of Amazon product listings showcase some pretty lackluster writing. Common offenses include un-optimized pages, titles stuffed with keywords, and sentences that don’t even make sense (which won’t inspire trust in your company.)
To help your product stand out from the crowd and drive more purchases, write thoughtful sales copy for each of your product listings. Focus on the benefits your product offers and what makes it stand out.
Amazon visitors come with commercial intent. If you can attract them with strong sales copy, they’re that much more likely to convert.
5. Optimize Product Description and Title
Here’s a fun fact—90 percent of Amazon product listings don’t adhere to Amazon’s description requirements. Just like Google, Amazon makes frequent algorithm updates. Staying current on recommended listing details, including character counts and word limits, can help your products perform better and increase visibility.
When crafting product descriptions and titles, remember that Amazon users are shopping on the platform because it is quick and easy. If your would-be consumer struggles to understand your products, they’re likely not returning for a second look.
To make your titles stand out among the multitudes, try these three things:
- be creative
- adhere to Amazon’s 200-character limit
- use descriptive titles that communicates what your product is
- first letter of primary words must be capitalized
- on’t use an ampersand
- share exact size detail
- use numerals when conveying numbers
6. Promote Your Products to Increase Amazon Sales Rank
The conversion rate in the Amazon Marketplace averages around 15 percent, considerably higher than other e-commerce platforms. The key to ensuring your products see that level of conversion is to ensure and increase visibility. If no one sees your product, no one can buy it.
While there are a number of ways to promote your products on Amazon, we’ve gathered our top three to share with you.
Invest in Sponsored Product Ads
To increase your product’s visibility, consider investing in sponsored product ads. As a seller, you only are charged when a buyer clicks on your ad, so this is a reasonably priced way to get your product in front of fresh eyes.
In the above ad, the sponsored product appears on the first page of search results.
Use Your Social Channels
Harnessing the power of your business’ social channels is a great way to get your products seen by more buyers. While you don’t want to inundate your followers with ad after ad, there are a few strategies you can employ to get your Amazon listings noticed.
- Host a giveaway or contest: By creating a contest that encourages people to interact with your Amazon product listing, you increase visibility. For example, you could give away a product to a lucky winner who shares your Amazon listing in their bio or in their stories.
- Share content with a link to your Amazon listing: When you post a helpful blog specific to your industry, people will come to that content to learn. Not only will this establish you as a thought leader in your industry, it also is an opportunity to link to your Amazon listings and increase visibility.
- Offer a social media promo code: If you have a Professional Selling account on Amazon, you can create a promotion link to share through social highlighting a discount offered on the listing. Here’s a guide for navigating setting up a promotion link.
Offer a Lightning Deal
Increase interest in your product by offering shoppers a Lightning Deal. These sales are time-sensitive and buyers can locate them in Amazon’s Today’s Deals section. These are extremely popular with shoppers as they urge action given their time-sensitive nature.
When you include your product in Amazon’s Today’s Deals sections, you not only will increase your sales, but you’ll inevitably boost your Amazon Sale Rank.
Now that you understand the components that make up your Amazon sales rank, it’s time to start optimizing your store for more purchases.
Whether you start by researching keywords for your e-commerce store or shining up your existing copy, you’ll be on your way to improving product visibility. As that visibility increases, so will your sales, driving your sales rank up simultaneously.
What’s your most successful strategy for increasing Amazon sales rank?