Close to a third of online shoppers start their search on Amazon vs. to 13% on Google, making a case for investing in appearing on Amazon’s top results. One of the ways to do so is to distribute through Amazon. On average, brands that officially distribute on Amazon have more than twice the visibility in high-volume, unbranded long-tail keyword searches. Part of that is a deliberate function of Amazon’s search algorithm designed to encourage distribution. Furthermore, merchants can specify up to five 50-character terms to be associated with a listing.
Brands officially distributing on Amazon control a higher percentage of first-page search results for brand-term searches as well. Official distributors control 78% of first-page real estate controlled for brand-term searches compared to 71% of brands not officially distributing on Amazon.