Ranking high on Amazon is about survival of the fittest. For Brands and Businesses on Amazon it is a critical skill that must be mastered to grow in a harshly competitive environment as the value of Ranking on Amazon’s Page 1 is disproportionate to Sales and commercial success.
How does a Brand rank higher on Amazon? The first step is to get a grasp of the fundamental building blocks. Audiences on Amazon, unlike those on Google are much further down the classical Marketing funnel (Marketers – AIDA still rules, only we are talking downstream). The average conversion rate on Amazon is 10% while the average conversion rate on Google is 1%-2%. Thus an audience on Amazon demonstrates a much higher intent to buy. This is shown in the schema below:
In other words these customers on Amazon are coming with the intent of buying. To win them, Brands have to win on 2 dimensions – Discoverability and Buy-ability. Both Discover-ablity and Buy-ability are the fundamental pillars to drive success on Amazon – its intuitive that at first you have to increase your probability of being found and then increase your probability of being bought. This is shown in the diagram below:
In subsequent blogs, we will explore what are the parameters that drive Discoverability and Buyability and how as Marketers we can influence these parameters to drive up our Ranking on Amazon.