Are you an eCommerce business owner? If yes, then Amazon should be far more important to you than Google. Amazon provides a greater search volume for your products as compared to Google. According to comScore- “Product searches have grown 73% over the last year on Amazon while searches on Google Shopping have been flat.”
Moreover, Amazon marketplace has grown into the world’s biggest eCommerce company with a worth of billions of dollars and hence it emerges as an attractive option for promoting online selling. If you are not getting enough sales and conversions on your eCommerce store, here is an account of how this eCommerce marketplace can be a game changer for your product purchase.
A) How is Amazon different from Google?
No doubt, both Amazon and Google Shopping are working to provide easy online product purchase to customers. However, Amazon has moved far ahead of its rival Google due to its completely different approach for online product selling. Here are the things that differentiate the two companies from each other.
1. Structured vs Unstructured Data- Google keeps on asking site owners to have a structured data on their websites while Amazon is completely structured on its own with the related data as shown below.
The above image shown is a page where a seller enters data about a product, which is to be added. Each and every field has a set of defined values where you need to put that specific information which Amazon is asking for. Marketplace site owners put in a lot of time and effort to express anything they want whereas in the case of Amazon you need to provide accurate and meaningful product data within few minutes.
2. Conversion vs User Satisfaction- Google and Amazon have different criterion to measure the online success of eCommerce sites. While optimizing your site for Google, you need to focus on user engagement metrics because those metrics tell Google about the effectiveness of your website. However, when you are optimizing for Amazon, you need to focus on improving the conversion rates. In the case of Amazon, “More conversion equals more money” to become successful in an eCommerce business scenario.
B) Format structure of results page
To display the available products in a better way, Amazon marketplace has two formats for displaying its product search results. These are explained as below:
List view- This product display pattern is used for displaying product searches within all available categories on a store. It usually displays 15 results per page.
Gallery view- When you want to display the product search results for a specific category or department, this gallery view is used. It displays 24 results per page.
Similarly, you can view sponsored products which can be viewed as PPC results and are shown on the bottom of search result page.
C) Query String Parameters
Amazon builds the URL of search result page with some query parameters like-
Field- It refers to the attributes related to a product like Color, size, brand/manufacturer and other such characteristics.
Keywords: These are the queries that are used for product searching in the Amazon search engine bar.
Node- A numeric string which identifies a node in Amazon’s taxonomy. To determine which number corresponds to which category, you need to browse the Amazon category and find the number Amazon uses in the node parameter in URL.
D) Ranking Factors
Amazon focuses on ranking those products that generate the most profit for it at the top of its search results page. The factors given below can help in improving the performance of product search in Amazon-
Product Images- Sellers need to follow strict image guidelines as prescribed by Amazon if they want to list their products. Sellers need to upload images larger than 1000*1000 pixels (the size required to activate the zoom feature). By including the images that are meeting Amazon’s guidelines, you can ensure that your listings are not suppressed and this will help in increasing your conversions further.
Price- Price affects the store conversions and sales. If the price on Amazon compares well to the same product offered on other websites and retail stores, shoppers will be more likely to buy from Amazon.
Secondly, you need to consider how your product’s price compares to other products in the same category.
Brand- Brand field appears on the product page, therefore while listing products do not forget to mention your brand name. It is very common for consumers to search for products based on the brand names.
E) Parent child products
Many sellers create multiple listings for variation of the same product. Amazon’s parent-child functionality is helpful for directing customers to a single product page. Its benefits are-
– Maximizes customer reviews and customer engagement.
– It makes most of the sense from UX point of view by keeping customers on the same page.
Amazon has shown a preference for ranking products with multiple options in their listing.
Amazon, a leading name in online retail is a great source for generating traffic, whether as a supplement sales channel or your main sales channel. If you apply these strategies, you will definitely be able to maximize your product search on Amazon and generate profit for your eCommerce business.