For many consumers Amazon is a go-to online retailer that some shoppers visit immediately when searching for a product, without using traditional search engines like Google first.
Read on to find out the answers and to sell more on Amazon.
The study highlighted in this article will give you some direction when planning your marketing budget. It’s a comparison between top product searches on Amazon and on Google and relates to sponsored content.
Last Updated on March 29, 2023 by Zeljko Drazovic
To increase your Amazon sales, you need to understand the Amazon search engine.
A9/A10 is a maturing algorithm. As Amazon constantly makes changes to test what makes shoppers buy more, frequent and unpredictable updates can be frustrating for many sellers.
The A9 Amazon algorithm factors in:
At its core, Amazon’s ranking algorithm (even though it uses fewer ranking factors) is similar to Google’s search algorithm. For example, they both rely on keywords for establishing relevance, they’re both user-focused and they’re both driven by click-through rates.
However, Amazon and Google users have different intentions. Google users are often in the discovery mode, Amazon users in the shopping mode. Google attracts mostly browsers and researchers, Amazon attracts buyers. Amazon users usually know exactly what they’re looking for.
To decide the quality of a site, Google looks at loading speed, topical authority and user experience. Amazon looks at conversions and sales metrics. Google prioritizes relevant links, Amazon prioritizes listings most likely to lead to a sale.
What differentiates Amazon Search from search engines like Google is the fact that Amazon is a buying platform. We rarely go to Amazon for product research. We’re usually close to the point of purchase.
Finally, it’s worth mentioning that you can shoot up to the 1st spot on an Amazon search very quickly if you have a solid product with great sales and reviews. With Google, it still takes months of building domain authority until you get first page rankings.
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Some time ago the research based on a Hitwise study, on the basis of the top 100 product searches on Amazon internal site search, juxtaposed with the same searches on Google.
The table below presents the share of consumers conducting some of the top product searches exclusively on Amazon, compared against the same searches taking place exclusively on Google.
To demonstrate how differently buyers search by product category, let’s take the searches for headphones and games as an example.
Such numbers can be interpreted in the following way:
Headphone sellers should invest more in Amazon product listings and store optimization. Video game companies, in turn, should consider spending more on Google Product Listing Ads (PLA’s) and SEO-optimized content*.
* Stay on top and check out the latest data to make the most reliable predictions.
When comparing multiple products, consumers are likely to use Google or both Google and Amazon to look for broader information.
In the case of singular product searches, though, such searches are more likely to be conducted on Amazon to check the specific models and prices available there.
High-income households tend to be Amazon-exclusive searchers. Meanwhile, the lower-income ones are more Google-exclusive.
One of the influencing factors may be the likelihood of higher-income households using Amazon Prime. As a result, more affluent households should be motivated to conduct more of their product searches exclusively on Amazon.
Understanding where and how buyers actually search for products can be the source of your competitive advantage. This is what will help you drive thousands of potential buyers to your product pages.
Understanding even tiny differences can mean huge benefits after you’ve knowingly allocated your budget. You may better understand whether to spend more time and effort on advertising your product on Amazon or a traditional search engine.
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Understanding the way consumers conduct their searches on the web is an invaluable source of knowledge that can boost your conversion rates on an unprecedented scale. There is a difference between the Amazon search engine and Google.
Depending on the product you sell and the profile of your potential buyer, you need to consider the best advertising investment that is likely to bring you optimal results. Stay on top of the latest data to make optimal business decisions.
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