Amazon Algorithm vs. Google Algorithm: How Are They Different?

Amazon is the world’s largest e-commerce site. It is so big that they even have its own search algorithm. In this article, you’ll find the following:

  1. What Is the Amazon Algorithm?
  2. Functions of the Amazon Search Algorithm
  3. Factors That Influence Amazon A10 Algorithm
    1. The Sales History of a Product
    2. Conversion Rates
    3. Keyword Relevancy in the Product Page
    4. Pay-Per-Click Ads
  4. Amazon vs. Google Search: Are They Different?
  5. Frequently Asked Questions
  6. Bridging the Gap Between Amazon and Google Search
  7. Related Reads

What Is the Amazon Algorithm?

Amazon’s ranking algorithm, also known as the Amazon A10 algorithm is a search algorithm similar to Google. Its purpose? To determine which product listings are at the top of the search results page. The algorithm was previously known as the A9 algorithm, but this one has some features that distinguish it from the old one.

Functions of the Amazon Search Algorithm

The Amazon algorithm (search algorithm) aims to determine which product deserves to be in the product listings when a user searches for something. The most notable feature is its ability to determine the placements of each product on the Amazon search results page.

The algorithm checks each product to see if it has relevant keywords similar to what the user is looking for and if the product is indeed what they are looking for. Once the filtering is done it brings a list of products that are relevant to the search queries. So, it is basically a search algorithm, but instead of Google, this one is for Amazon.

The question that remains is, why does placement matter? The answer is the same as it is for Google. The higher the position in the product ranking list, the better the chances of getting noticed by customers. According to data from the Search engine journal:

  • The percentage of customers that don’t move past the first page of the Amazon SERP is 70%. That, in itself, is a substantially large number.
  • Around 35% of the customers click on the first product that comes up on the product pages.
  • The first page on Amazon gets over 80% of the total click-through rate on Amazon.
  • The first three listed products account for more than 64% of the total clicks.

Factors That Influence the Amazon A10 Algorithm

Factors That Influence the Amazon A10 Algorithm

The ranking factors that influence the search rankings of the Amazon algorithm are:

1. The Sales History of a Product

The sales history of a product in this context refers to the number of sales a product has achieved in the past, how well it has been sold on Amazon, and how happy the customers are with the product. If a product or products have a good and consistent sales history, they have a good chance of ranking higher in the search results. The sales history also includes factors like customer satisfaction and reviews about the product.

2. Conversion Rates

The conversion rate is one of the most important ranking factors in any kind of search engine, whether it is Google or Amazon. In Amazon, the product that has the highest conversion rate is given priority in the search engine results. This is a feature the A9 shares with the A10 algorithm, where the number of people who viewed a product, and then went on to buy it influences the ranking position of a product.

3. Keyword Relevancy in the Product Page

The A10 algorithm places emphasis on high-volume keywords, that are relevant to the search queries made by the customers. It should match the intention of the customer and what they are looking for. Products that are most relevant to the customer’s intention are given priority.

4. Pay-Per-Click Ads

PPC campaigns do not have too much weightage when compared to other factors, but that doesn’t mean they should be neglected. It is an important part of a marketing campaign and can be useful, especially for new and upcoming brands that want to get their products noticed in the best way possible. They are very powerful because sponsored ads are given priority provided they are relevant and valuable to the user.

Amazon vs. Google Search: Are They Different?

Amazon and Google have similar search engine results pages, meaning they both serve the same purpose and mechanisms. Both of them give priority to the search results that are relevant and have quality content/products.

  1. There are a few dissimilarities between them, some that are not obvious, while some are. For example, the Amazon algorithm has a niche-based search engine, and the algorithm primarily focuses on products while Google picks results from all over the globe across different industries and platforms, like social media.
  2. Amazon and Google use algorithms that are complex and sophisticated during indexing and ranking in the search results. Another key similarity they both share is the fact that both have paid and organic search results.
  3. The biggest difference between them is search intent. For example, a typical user would use Google for researching and learning about anything. It can be a specific topic, or just browsing through a random topic. On the flip side, a user might use Amazon to buy a product that they have already read about on Google, or have just heard about from other people. The point is people, use Google for some reasons, and Amazon for others.
  4. In addition to this, Amazon and Google use different keywords for organic sales and traffic. For example, keyword optimization in Google can vary and covers all types of content. Google has a wider coverage and uses all types of keywords, like short-tail and long-tail keywords.
  5. Other factors, like the loading speed of a site and the backlinks in it, are also considered by Google when ranking, but Amazon does not because all of these processes are handled internally. On Google, website owners have the power to change the site speed and backlinks.

Frequently Asked Questions

1. What is the difference between the A9 and A10 algorithm?

There are numerous behind-the-scenes changes in the A10 algorithm, with the most notable one being able to direct customers toward products that are the most relevant to their search queries. This was not present in the A9 because the older algorithm would give more attention to the products that had the most sales and were the most profitable. Other changes include not giving much importance to PPC, like before, more emphasis on seller authority, and inventory with a variety of products (bundle products).

2. Does keyword ranking matter in the Amazon search algorithm?

Yes, similar to Google, the new A10 algorithm allows Amazon sellers to get a better ranking by using a lot of keywords in the content. But, it cannot be just any keyword. Focus on the ones that are relevant and more suitable for your product. For the best keywords, you can use a keyword explorer tool, like Ahrefs, to find out which ones have the best density and volume.

3. What is seller authority?

Various factors, like account health (performance targets and policies that sellers must comply with in Amazon), the performance metrics of sellers’ products, the size of the inventory, and the feedback make up the seller authority. A higher seller authority can boost rankings in Amazon’s search results.

Bridging The Gap Between Amazon and Google Search

Amazon and Google Search are two sides of the same coin. Both are powerful mediums to increase the organic sales and traffic of a product or service. The best way to use them is to balance both. Having a good website on Google and a product page on Amazon must be the goal. 

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