Amazon’s search algorithm differs from search engines in that it does not operate based on advertising, which means brands must have a differentiated, Amazon-specific strategy for their search position. Amazon maximizes revenue by displaying relevant products that are most likely to catalyze sales, and has an algorithm that determines which listings are likely to do so. In some ways, the Amazon algorithm is self-fulfilling as it favors listings more likely to succeed even in its absence. For example, sales rank is one component of this algorithm. Top-ranked products within a category are usually found in the top row search results, which accounts for 64% of clicks. While brand product sales are determined by brand visibility, a large part of visibility on Amazon is determined by historical sales volume.
For more on how brands can improve their visibility on Amazon, download a copy of L2’s Insight Report on Amazon Search.