The Amazon virtuous cycle of Discoverability and Buyability are the key pillars to drive up a Brands rank and consequent sale on Amazon. This goes back to the fundamental proposition – Amazon unlike Google is not a search engine. Its customers have come here with the intent to buy – but first they have to find the relevant product(s) that exactly meet their needs and then make their purchase. Lets take a look at how this works:
Lets start with step (1) and move through in a clockwise direction:
- A Brand must begin with an Optimal listing to drive Organic traffic. An Optimal listing drives discovery makes the search relevant for Amazon customers
- With an Optimal listing, Amazon’s algorithms drive more impressions /traffic to the Brands Product page
- With more Traffic on the Product Page there is an increased likelihood of Buying. However the Brand must Optimize its “Buyability” through A+ content, Images and a host of factors to drive purchase and thereby improve Sales Velocity
- A higher Sales Velocity works in the Brands favour – and the Amazon algorithm further ranks a Brand higher on the SERP (Search Engine Results Page). This is because the first interest of Amazon is to make relevant Brands show up first – and its algorithm uses Sales Velocity as the single biggest variable. In other words Bestseller Brands show up higher, which leads to more satisfied customers, more sales for Amazon and a win-win for everyone.
We at 1Digitalstack have developed a Data driven approach using ML/AI to track and optimize Discover-ability and Buy-ability through our Proprietary platform, Revstack. Unlike other platforms, Revstack mines both AMS data and public domain data using our proprietary crawlers. This unique combination of data allows us to provide deep insights and recommendations to continually optimize Discoverability and Buyability metrics and drive Revenue growth on Amazon.