For new sellers, BSR, or the best sellers rank, is an important metric. This rank determines where your product will list. As a result, the BSR will also determine the velocity of your sales. For a product to succeed on Amazon, it has to show up on the first page of the search results. Buyers rarely search the second page of the search term, so getting your product description and keywords correct is crucial to success on Amazon.
Recent changes to Amazon’s algorithm means that no one knows the exact criteria used to determine BSR, but making these changes will give your product a chance. If you’re launching a new product or you want to boost your product’s BSR, then take a look at the strategies listed below. Implementing a few of them will ensure that your product has a better chance of making it to the first page.
In this article, we’ll go through some tips on how you can improve your newly launched product’s BSR and succeed on Amazon. Otherwise, your products will languish in Amazon limbo with a few sales until someone is generous enough to leave some positive reviews.
One of the most influential factors in a decision to buy is product images. Good product images will lead to increased sales, but you also have to make sure not to run afoul of Amazon’s image requirements. For the main image, Amazon has strict requirements. Make sure that your photo adheres to the requirements taken from Amazon below.
There’s a difference between the main image and the additional images–the main image has much stricter requirements. If your images do not meet these guidelines, then competitors are likely to report your listing, and you could potentially have your account suspended.
Include the maximum number of relevant images. It’s difficult to offer specific advice since different categories have different requirements. If your product has variations, then you’ll want to include pictures of those differences. Products that are technical should have measurements for their additional images where possible.
Take a look at our guide for taking great product images for more advice.
Below are the search results for the term “watch” on Amazon. Can you identify which of these images violates Amazon’s standards? Any competitor can easily report those pictures to sabotage your sales. While sellers are busy appealing the decision and fixing the listing, the product’s BSR gets worse, giving competitors an edge.
Once you have your product images fantastic and polished, your sales should increase just because your product images are more appealing and informative to buyers.
Choosing the right words for your product is extremely important for increasing your sales rank. If you have a lousy title, then you’ll have fewer sales–it’s that simple. Keywords will affect not only customer search results but also your ad campaign. We’ll go into a quick summary of how you can optimize the keywords for your product.
An example of a poorly-written product title would be something like this: Soft cotton bath towels!
Note that even if your product shows up, most customers won’t see any details about your product–if you’ve included those details in the features page, then they’d have to click through an additional link just to see. Chances are they’ll look elsewhere for towels.
Instead, you’ll want to be more descriptive. Be descriptive. A better title would be something like this:
100% Cotton Bath Towel, 30 x 60 inches, Navy Blue, Set of 4, Super Absorbent
A more detailed product title will give customers a better idea of what your item offers. Be careful not to stuff too many useless details in your title. You can search for your competitors’ products to get an idea of what titles are making it to the search results. Some keyword tools can help you determine which words to use for a PPC campaign and your product title.
Notice that the title doesn’t provide customers with any detail, nor is it very engaging. Now take a look at the top results for cotton bath towels on Amazon:
Notice that the best sellers include size, number of towels in the set, and other adjectives that the sellers believe will entice customers to the product.
Populate Hidden Keywords
The easiest way to discover what keywords are useful for your product is to search for your product on Amazon. The search results will return the most relevant items, and you can include those terms in your hidden keywords list.
Here are some apps that sellers have used to help with their keywords:
- JungleScout Listing Grader
- Google Keyword Planner (requires Adsense account)
- Sellics Sonar Keyword Research Tool
Using any keyword research tool, type in words associated with your product to see the other popular terms.
Some of these keyword tools require accounts or emails. There are other extensions that you can use, but using an application is better than just using any term that comes to mind when including hidden keywords.
Amazon has some policies regarding hidden keywords, so make sure you don’t violate them, or you’ll risk your product listing when customers search for the relevant terms.
Here are the policies regarding hidden keywords.
Product Ratings and Reviews
Another factor in driving sales and sales rank is the product review. With the end of incentivized reviews, new sellers struggle to get authentic reviews. Amazon’s crackdown on incentivized reviews means that getting reviews for your product is much more difficult since the only official review program now is Amazon Vine. However, many sellers still use launch platforms like Viral Launch. Coupon sites can skirt Amazon’s rules against incentivized reviews because reviews are not required. But that doesn’t stop the coupon site from emailing its users multiple times to remind users to leave positive views.
Other sellers get their friends and family members to purchase the product and leave positive reviews. Biased reviews go against Amazon’s policy, and Amazon will remove feedback that it has linked to friends, family, and relatives.
The existence of numerous Amazon deals and coupon sites illustrates the importance of product reviews in sales and ranking. Brand new products with only a handful of positive feedback can easily catapult the product in its ranking, giving it a better opportunity to succeed.
Key Product Features
Key features are another factor that influences a product’s BSR. Think about the features that customers would want when looking for your product. What distinguishes your product from others? Why should customers buy your product instead of a competitor’s product? Do you offer a warranty that is superior to your competitors? The answers to these questions would make useful features to list for your product.
Take a look at the features for this top-selling iPhone 7 Plus case.
Perfect grammar isn’t a requirement here, but you’ll want to write well. After all, the writing reflects on your business just as much as the build quality or customer service. Most readers will skim through the features anyhow, so you’ll at least want to make the features clear.
Some sellers have taken to adding extra symbols after the bullet points. Using a check mark like the listing above or heart (or any other symbol, like hearts) may not necessarily be allowed by Amazon as that goes against Amazon’s standards.
A critical factor in a product’s BSR is the number of sales. Since BSR is updated daily, a product that doesn’t consistently sell will fall behind its competition. You can use this knowledge to space out your promotional discounts so that it boosts your product’s BSR across a few days. Another idea to consider is that some categories are time-sensitive. For instance, products like pillows or coffee products may be more popular in the morning than they are at night. If your product is time-sensitive, then you’ll want to time your promotions to maximize your ranking.
If you want to rank your item on the front page, you’ll have to run promotions or giveaways that match the sales of the best selling items. That means if the bestselling product has 200 sales a day, then you’ll have to sell just as many to rank right up there. Many sellers will run promotions or giveaways of that much product to get to the front page. Afterwards, the reviews, sales, and price should allow for more organic sales. However, this means that sellers who are looking to launch with a low MOQ in a highly competitive category will have to risk more initially to account for marketing and ranking.
These six aspects of your product, if done well, will catapult your listing to the first page when customers search. You can also boost your products through ad campaigns (whether through Amazon or social media platforms like Facebook). Succeeding on Amazon requires more than just finding a good product and designing it. You can have the best product in existence, but without careful attention to marketing, no one will ever know.