How to Rank on Amazon in 2021: 10 Practical Tips You Can Apply Today

We all know that learning how to rank on amazon can have a huge upside. 

The real question is this: 

How can we help the people that are most likely to buy our product find and choose it out of many in a very competitive marketplace such as Amazon?

And that is exactly what we will cover in this article:

  • Amazon’s Product Ranking Algorithm
  • How to Pick the Right Keywords To Target
  • How to Optimize For the Right Keywords Your Title, Categories & Description
  • How to Write a High Converting Product Description

In short:

You will learn how to rank on amazon all of your product pages.

Let’s get started.

Amazon’s Product Ranking Algorithm in a Nutshell


The best way to understand the algorithm is to ask yourself one logical question:

“Would I invest my time and money into an asset that has a big chance of losing me money?”

Most probably you answered no. You would want to look up the numbers to see if they make sense and calculate your potential ROI.

It is the exact same with Amazon’s algorithm. 

It is looking for products that have a high potential to drive sales AND (if possible) have been proven to do so already.

So if you already have social proof (good customer reviews, customer comments, good sales rank, etc.), then your product is a much stronger candidate for ranking high on Amazon for the target keywords.

Not to mention that social proof has been proven to heavily influence customers buying decisions. And you bet Amazon knows and uses it in their algorithm.

Besides social proof (customer reviews and comments) and credibility (your sales rank), the other 50% of the battle is being as relevant to the searcher’s query as possible while following best practices that lead to conversions.


How to Rank Higher on Amazon: 10 Steps You Can Apply Today

We will group the ranking factors into 2 categories: relevance and conversions.

Let’s get started.

Optimizing Your Amazon Listing for Relevance

As mentioned earlier, relevance is key in making sales because if you don’t need something, then you wouldn’t search for and buy it right?

So, optimizing our product pages for the wrong terms can lead to people leaving our pages and as a result not making a purchase.

This is not just bad for the immediate loss of sales, but over time it tells the Amazon algorithm that people don’t find our listing interesting and valuable enough to make a purchase.

If we keep it up, then the algorithm will for sure get biased to a certain extent about the quality of our existing and new product pages.

So here are four simple steps to follow to avoid this.

Pick the most relevant keywords

Use a keyword research tool



Keyword research tools, despite being great for SEO or PPC, are very good market research tools that help you get into the mind of the consumer.

In less than two minutes we know that people care about it having great volume, being waterproof, having a microphone, and a lot of other keywords that you can cover in your title and product description.

The tool I am using is Ubersuggest, which is a free keyword research tool.

Analyze your competition

Remember, you are competing with other sellers of the same, or a very similar product so you need to see the common things across the best product listings (on the first search results page).

Other things except the keyword/s to take note of include:

  • Are they using the brand name at the beginning of the title?
  • Are they mentioning important features or benefits in the title?
  • How long is the average title?
  • What features and benefits are they mentioning in the description?
  • How many answered questions on average do the top pages have?
  • How many product variations do they have listed?
  • What is their average pricing?
  • How many bullet points do they have?

Select the right categories and subcategories

Selecting the right category and subcategory for your product can seem hard at first, but here is a simple 3-step process that you can apply to find out which ones you should be using.

1# Step: Type your keyword into Amazon.
 search field
2#Step: Look at the “Department” categories that show on the left.
amazon departments
3# Step: Click on each department so you drill down even further into each one so you know all of the subcategories for your product.
departments dropdown

So we know that the bluetooth portable speaker falls under 7 categories which all have multiple subcategories.

The above example is for the Electronics category. I clicked on Electronics and every single subcategory that follows until there were no more.

So we know that if we were listing our speaker under “Electronics”, we would need to go as follows:

Electronics-> Portable Audio & Video-> Portable Cell Phone & MP3 Player Speakers & Audio Docks-> Portable Bluetooth Speakers

4# Step(Optional): Look at the average number of sales for your product under multiple different categories.

Simply go back to step 1, click the dropdown and change the “All” to any department you found your product listed under.

After that, it is all about looking at which categories have the most sales and at what pricing.

Write well-optimized, very specific titles

 bluetooth speaker headline analysis

When crafting your title, it is important to include your keyword in the beginning, right after the brand name. 

This is a proven on-page practice for any type of on-page optimization, plus it helps your customer immediately see that your page is the right one for them.

Integrate Your Keywords In Your Product Description

 product description keyword check

You don’t have to use the exact same keyword that you used in your title again in your product description more than 1-2 times.

If we go back to the page mentioned earlier, then we see the exact phrase “bluetooth portable speaker” is mentioned only once in the headline while bluetooth speaker is mentioned 2 times in the product description and once at the end of the title.

The whole point is not to stuff keywords.

Optimize Your Amazon Product listing for Conversions

Write “Objection-Proof” Product Descriptions

What are objection-proof product descriptions you may ask? They are simply product descriptions that give your customer all the information needed for them to purchase.

So any single detail that the customer finds important should be included. 

So simply list out the top 5-10 features, benefits, and the common questions and objections your customers may ask or have

Looking at your competitors may spark new ideas.

For example, here is an item on Amazon that has more than 150,000 thousand + orders and its product description does all of the above perfectly.

amazon product description

Here is what we like about the description:

  • They start each bullet point with a benefit and then go into the features and how they help deliver the benefit. Everyone can claim “clear sound” and “louder volume”. 
  •  Specificity (“100 foot”, “14 hours”).
  • They understand and answer the customers’ objections. We all know that cheaper / low-quality speakers tend to cause distortion when you turn up the volume. That is why they mention “no distortion”.
  •  All the benefits are in caps to catch your attention.

Image size and quality

This may seem obvious but it deserves a mention. High-quality images matter. Your goal with the images is to help the customer see the product as if they were buying it retail.

According to Amazon’s guidelines, you should include an image that is at least 1000 pixels in width or height. So it is best to keep it 1000 x 1000 pixels for simplicity.

If you are interested in learning all of the image guidelines you can do so here.

Include Parent-Child Products

 parent-child product color variations

Having multiple variations is a good opportunity to keep all the people who would prefer a different color.

This way you increase your sales while improving the amount of time people spend on your page simply looking around for which you receive a ranking boost.

Price well your products

As we know, having pricing that is similar to your competitors is key to being able to sell more quantities. That is why the price of a product is a ranking factor in Amazon’s algorithm that we simply can’t ignore.

Here is how to get a rough average of ideal price:

1# Step: Type your keyword in Amazon. If you are selling a branded product include also the brand name.

performing amazon product search

2#Step: Select a category that your product falls under from the dropdown on the left of the search field.

selecting a category

3# Step: Look at the different pricing options and get an average. After that, it all depends on your profit margins and the average number of orders at different prices.

branded bluetooth speakers

Complete Your Product Listing

As you are setting up your amazon product listing, make sure you answer any field on the setup page. 

Again this brings us back to providing the customer with all the necessary information they need to make a buying decision.

Answer questions

amazon answered question

You should think of every question you receive as a current and future sale opportunity. 

When a visitor sees that you are answering questions along with having an excellent amount and quality of reviews, you can more easily gain your customers’ trust and create serious momentum for your product listing.

11# Bonus: Get more customer reviews

amazon customer reviews

Again pretty obvious, but often overlooked. Your goal after every single sale should be to get your new customers to leave you a review.

Try to do it as soon as possible, Ideally while the purchase is still fresh on the customers mind.

Start with the customers that had asked you questions before purchasing. 

This way you also have a reason to contact them instead of simply asking for a review.

Conclusion – How to Rank on Amazon

There you have it, you now have all the information you need on how to rank on Amazon. Go back to your existing product listings and see if they meet our ranking factors.

We hope you have enjoyed our short, yet very practical guide and wish you success with more sales, customers, and overall success on your amazon journey.

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