As an Amazon seller, getting the most out of your organic search rankings should be of primary concern (perhaps the most important thing besides having a great product). Around half of all online product searches begin on Amazon. So if your product is coming up first for those searches, you’re going to see a result in your bank account.
Before you think about any that, you first need to gather information. Optimizing your listings for the wrong keywords will only result in lost time, energy and money.
This article will look at how an Amazon keyword rank tracker can help you take your listing to the top. Where you can start reaping the rewards of that juicy Amazon traffic.
What Can a Rank Tracker Do For Me?
Rank trackers monitor where your listing comes up in Amazon’s SERP (search engine results page) for different search terms (keywords).
Why is this important?
Ranking your listing for the right keywords is vital. You want your product coming up in the first few results, for high volume search terms. It’s no good to be the first result for a term no one is searching for. Likewise, it’s not going to do you any good if your listing is ranking for keywords unrelated to your product. If this is the case, you’ll just end up with a low conversion rate.
A rank tracker tells you if your keyword optimization is on the right path. Each day, an automated tool will scour Amazon’s search engine and tell you what position your listing comes up. You could find this out yourself, but it will take a lot of time – time you could spend on higher ROI activities.
Where you come in on Amazon’s SERP will make a huge difference in return. Search engine click-through rates (CTR) are heavily distributed towards the top of the first page. A study by SEO experts Moz on Google searches showed 67% of clicks go to the top 5 results. Positions 6-10 on the first page had just under 4%. Assuming Amazon to follow the same trend, that’s a huge difference in traffic if you’re able to rank high.
Once you have this data, you’ll need to do something with it.
Change your targeted keywords
Seeing the results of your keyword optimization lets you know if your efforts are working or not. Putting everything into targeting a particular keyword, but coming in on the second page of the search rankings? It might benefit you to target a narrower term. That term might have less search volume, but also less competition. It may also result in a better conversion rate the more targeted your keyword is.
Let’s say you were selling a NutriBullet. A broad search term would be “Kitchen Appliance”. A little narrower is “Blender”, but still quite broad. You could narrow it further by optimizing for “Food Processor”, or even more, “Miniature Blender” or “Miniature Food Processor”.
Run split tests
If you’re considering optimizing for different keywords, an important step is to run split tests (also known as A/B tests). This involves running different versions of your listing and comparing. Run variants of your listing for an equal period of time (make sure it’s long enough to get a proper sample size). At the end of the test, see the difference in your sales. The test will give you a good idea of which keyword is more profitable for your product.
Split testing takes a bit of work if you do it manually. Like your rank tracking, the most efficient way is to use a tool that can automate the process for you, such as Splitly.
Put your resources into another product
Assuming you have limited resources, you have to make tough decisions on which campaigns and which products to invest in. A rank tracker tells you which of your SKUs are ranking well and which aren’t. This provides valuable information to base important business decisions on.
If one of your products is coming up first for the ideal keyword in your niche, it’s not likely that you’re going to be able to improve on that a whole lot. You could drive more external traffic to that listing, but organic Amazon traffic for that listing is probably maxed out.
You might have another product that’s making more money, but is coming in lower in the search rankings. Every competitor ahead of your product is an opportunity. If you’re making $10,000 per month at number 10 on the SERP, imagine what you could be making at number 2 or 3. [Want to know how much a competitor is selling? This tool allows you to plug the Sales Rank (BSR) for a category to estimate the number of monthly sales].
If you have a product that shows opportunity for growth (low rankings but good sales), what do you do next? Assuming you’ve already optimized your keywords, there’s a couple of good options. You could run a targeted PPC campaign for that keyword.
Or, you can use LandingCube to distribute discount promo codes on social media, blogs and email blasts to take a run at the top spot. Use keyword-targeted 2-Step URLs or Super URLs when you drive traffic from advertising channels like Facebook or Google, or from Amazon Influencers.
5 Popular Amazon Rank Trackers
These days, there are so many tools available to help Amazon sellers take their business to the next level. Choose the right one, and the investment will pay for itself several times over.
Sellics specializes in analytics and management tools for Amazon sellers. As such their service can be a little pricey if you’re only looking for a keyword or sales rank tracker (plans start at $59 per month for small sellers). But the value Sellics can provide for your business, with the added efficiency of handling it all by one tool, is definitely worth it.
They provide keyword research, competitor sales and keyword tracking, product research, review management and more. Their software is available to try out with a 14-day trial, too.
On the other end of the scale, AsinHunt is a super affordable product tracker for those who are only don’t have the need for a whole suite of tools.
AsinHunt is one of the newer products on the market, and as a result, they may not have the proven reliability their competitors do. But with plans starting at $5.99 per month (supporting tracking for 50 ASINs) up to $14.99 per month (200 ASINs), they offer product and keyword tracking at a significant discount.
Seller Labs (Scope)
Seller Labs have a suite of tools to help you as an Amazon seller, highly regarded in the Amazon seller community. These tools include:
- Ignite, an ad optimization and management tool.
- Feedback Genius, a tool to automate buyer-seller messaging and manage feedback and reviews.
- Quantify, for financial and inventory management.
The one related to our topic here is Scope. Scope provides full keyword and sales tracking, as well as new product research and sales estimates per keyword. They offer limited functionality of Scope for free with their Chrome browser extension. For the full range of features, you’ll need to upgrade to their Essentials plan, at $390 per year. Alternatively, you can buy the entire bundle of tools with their Seller Labs Pro package.
If you’re looking for a comprehensive set of tools to manage your Amazon business, Helium10 is tough to beat. They currently offer a suite that includes 12 different tools, including an inventory protector, a refund manager, and features to help you manage your keyword tracking and research.
Helium10 is used by thousands of Amazon sellers worldwide, and they even have a free plan! They also offer their individual tools via “A La Carte” plans. Otherwise, their Platinum plan at $97 per month will cover all but the highest level sellers.
Splitly specializes in split testing for Amazon sellers, but their service includes a keyword rank tracker.
All up, they offer three features: rank tracking, split testing and pricing optimization. The advantage with this is that they take care of the whole process for you. Not just tracking and analytics, but assisting sellers to make the necessary changes with the data provided.
Splitly’s pricing starts at $47 per month (which doesn’t include Profit Peak, their pricing tool).
Like LandingCube, there are a lot of tools available made specifically to help you succeed as an Amazon seller.
LandingCube was made to maximize your return from external traffic channels. For optimizing your organic Amazon performance, using a rank tracker to monitor how well your listings are coming up in search is vital.