statista where searches start chart showing amazon at 63% with search engines on 48%

Amazon has been redefining how we shop online since 1996 – and the changes have not stopped coming. An online marketplace, Amazon’s share of shopping searches has now reached 63% according to a 2020 Statista report.

In addition to this, and importantly for eCommerce brands, 90% of all product views on the Amazon platform came from searches rather than from ads or product aggregators, and 45% of all of those views went to products on the first three rows of the search result. While these top rows increasingly feature ads, this isn’t likely to diminish the percentage share of clicks for the top results by much.

Though the Google and Amazon SERP are not exactly interchangeable, the share of clicks is similar and, one can safely assume, consumer behaviour is unlikely to substantially differ between platforms, this means that Amazon is not only an eCommerce platform, but also one of the most important search engines for eCommerce brands.

Our Amazon service aims to combine the best practices for organic promotion of your brand’s products in order to increase visibility, purchases and ultimately revenue.

Tailoring content to excel with Amazon’s ranking algorithm – referred to as A9 after the Amazon subsidiary that handles its SEO – Amazon SEO is the process of optimising both your seller account and your product pages to appeal to the ranking method that underlies the Amazon search engine results pages. This shares some things in common with SEO for Google search, but is heavily weighted for relevance and the performance of your products.

As mentioned, Amazon is the starting point for anything up to 63% of all product searches and, as of 2019, Amazon was responsible for around a third of the approximately £175 Bn generated by UK eCommerce (making it the fifth largest retailer overall).

This means that, like Google, if you’re selling online, you pretty much have to be on Amazon. So, with your competition consisting of everything from basement/garage bound start up retailers to multi-billion mega-corporations, your brand needs to ensure it’s doing everything possible to make sure that its products are capable of standing out from the crowd. That starts with Amazon SEO.

Unlike Google, who prefer to keep their algorithmic black box sealed, Amazon has been quite clear about the factors it expects sellers to optimise. Their four elements are those that our service seeks to optimise above all else:

  1. Visibility
  2. Relevance
  3. Conversions
  4. Reviews

Amazon itself has this to say about the process:

Customers must be able to find your products before they can buy them, and searching is the primary way they can do that. Customers search by entering keywords, which are matched against the information (title, description, and so on) that you provide for a product.

Factors such as degree of text match, price, availability, selection, and sales history help determine where your product appears in a customer’s search results. By providing relevant and complete information for your product, you can increase your product’s visibility and sales.

With our experience dealing with some of the largest B2C brands in the UK and Europe, and the additional connections we share through Ceuta Group, we are able to provide guidance or complete control of a brand’s organic Amazon efforts to deliver improved performance or to add Amazon as an additional sales channel. This can improve a brand’s profitability in the short term and aid with long term growth.

Click Consult's CRO team

Our Amazon experts have a well-developed understanding of both the paid and organic aspects of the Amazon platform and the optimisation, targeting and bidding strategies required to help brands succeed. With plenty of experience, our team is ideally placed to provide brands with the best opportunity to grow through sales on the Amazon platform.

From organic Amazon performance to eBay advertising, our marketplace experts can help you to make light work of these heavyweight platforms.

Making marketplaces work for you

Enter a few details, and find out how our marketplace experts can add value to your basket.

Our latest insights

Our latest videos

Facebook Twitter Instagram Linkedin Youtube