In this episode of the Seller Sessions podcast, Garfield Coore dives into the intricacies of Amazon product ranking. He breaks the ranking algorithm down into three key components: the primary factor, which carries a 90% weight and focuses on the entire customer journey from search to purchase; the secondary factor, accounting for 10% and utilizing keyword cohorts for spillover ranking effects; and the tertiary factor, which holds a 1-2% weight and is influenced by Best Seller Rank (BSR) and inventory levels. Coore highlights the importance of organic search traffic as the driving force behind the primary ranking factor, dispels common myths about the impact of external traffic and conversion rates, and shares a bold yet effective tactic for enhancing PPC ad placement—strategically clicking on one’s own ads to build click history. He also recommends that sellers start their ranking efforts for seasonal events well ahead of time to take advantage of lower competition and achieve better outcomes.
