So, what is this ranking? The Rankings Tool tracks how your product is ranking for your most important keywords when entered into the Amazon search bar. It’s not category specific in any way, just the direct search function results.
Check out the video below to learn why it is important to track your keyword rankings:
- Know Your Keyword Rankings
- Track Changes In Rankings
- Target New Keywords
- Track Competitors’ Potential Keywords
1. Know Your Keyword Rankings
Monitoring your product ranks for important keywords is the key to improving them. Otherwise, you are blindly making changes to your listing or running campaigns without being able to quantify the results. If you are already at the top, then you can work on ranking for different target keywords, increasing the visibility of your product in the search results. See more about this in the ‘3. Target New Keywords’ section below.
For example, if you are driving buying traffic to the listing via the Super URL and it isn’t increasing the ranking for a particular keyword, then you should consider if it’s worth continuing with this phrase.
2. Track Changes In Rankings
When you notice a change in rankings, whether it is an increase or decrease, this is an indication that something has happened. It could be that a competitor has entered the market and is shaking up the rankings with their opening sale, or maybe your conversion rate on the listing has dropped causing Amazon to rank you lower in the search results.
By having this information at your fingertips, you can take targeted action to improve your rankings immediately, should it be an unfavorable shift.
AMZ Tracker updates daily whereas Amazon actually updates their rankings hourly, which in a super competitive niche makes tracking difficult to analyze. Whilst the tool can’t tell you what caused the shift, it does provide valuable marketplace context when you track your main competitors too.
Take a look at the other competing listings. Did their rankings drop too; or did they increase?
From the Rankings tab, you can open the search results for any keyword you are tracking. Take a look at who is now at the top. Do you recognize them? Or are they new? Is the top product on sale which has lead to an increase in sales volume?
As the seller, it’s your choice to drop your price to compete with another seller’s sales or not. You might feel that it’s not necessary at this time to reduce your price and therefore your margin. But, should their sales continue to cause your Best Seller Ranking (BSR) to drop, and your rankings to drop, which impacts your sales, then you need to act.
Pro Tip: If you are using a Super URL (which we will discuss in more detail later on in this Module) with any website or PPC offers, then you can view the Rankings tool to see how these sales are working towards improving your specific keyword rankings. The competitiveness of a niche plays a role here. If you push 20 clicks, resulting in 20 sales to a low competition keyword then this should be enough to see a shift in your rankings. However, if you’re in a super competitive niche, say where the top sellers are doing 100 sales a day, then 20 clicks over a few days simply isn’t going to cut it.
3. Target New Keywords
The AMZ Tracker Rankings Tool is an extremely valuable feature that can be used to assess the market potential of a new keyword. Even though you’ve probably been working hard to rank for several keywords that you’ve identified throughout this ‘From Zero To Liftoff’ course, you probably have found new keywords during your Amazon Sponsored Products campaigns and competitors analysis that you should explore further.
In your Rankings tab in your AMZ Tracker dashboard, you can easily to do this. We give you the option to not only monitor your products performance across hundreds of keywords but we also give you each word’s search volume. The keyword volume that we provide is extracted from monthly Google search data. And, although this information is not Amazon data, as they don’t release this information, it can help you to determine if a keyword is worth targeting. Remember, there aren’t many benefits to tracking a keyword if no one is searching for it.
Since Google search volumes are mostly indicative of informational queries, and Amazon browsers instead have the intent to BUY, when you find a potential keyword you should expand your search volume by using tools like Deep Words (a tool to estimate Amazon search volume). And, while these tools are not perfect, they do give you a good sense of the potential keyword search volume on Amazon.
Beyond all of this, it’s important to understand that higher volume also means higher competition, for the search results and most likely higher costs for any Amazon Sponsored Products campaigns. At times it can be really hard to rank for keywords that have a significant amount of volume and it might be better to go after the ‘low hanging fruit’, meaning a keyword with less search volume and therefore lesser competition.
If this is true for your product, it might be best for you to focus on ranking well for many less competitive keywords, resulting in an increase in your BSR and organic sales volume, then you go back to these competitive terms to see if they are now within your reach.
Pro Tip: Just because you aren’t actively targeting a high volume keyword, doesn’t mean you shouldn’t be using it in your copy or Seller Central backend. Remember you have 1,000 characters to use in your backend search boxes, so use every term you can think of.
4. Track Competitors’ Potential Keywords
As we’ve already touched on, you can add any product, such as your competitors or a new item you’re looking to do market research on into the Rankings tool.
Add the keywords you think they’re targeting, or compare it to the same one as yours and see how they rank. If you’re not sure what keywords they’re after, look at their product title, bullets and description and you should be able to get a really good idea of their target keywords.
No-one has access to any other seller’s backend keyword data, but if it’s important then the seller would have added it to some part of their front end product listing. We’re sure you’ll notice some phrases of interest in their listing once you take the time to read their offer.
Add any keywords of interest to the Rankings tab against their listing and yours to see the results. See what is and what isn’t working with your competitor’s SEO strategy. Copy what works, discard what doesn’t and climb the Amazon ranks.
If you feel the keyword is worth chasing because you can outrank them, or just take a piece of the pie, add it into your listings somehow (title, bullets or description), as well as in the Seller Central backend. Keep an eye on the listing, as we spoke about in point 2. As an active seller, you need to be monitoring for ranking shifts of interest. If the results aren’t providing a positive outcome then you can simply revert back to the previous listing details.
Here are the Action Steps you should take using the Rankings Tool:
- Know your Keyword Rankings: add the keywords you are targeting to your product and your competitors’ products in AMZ Tracker.
- Track Changes in Rankings: if there is a substantial change, analyze what might have caused this.
- Target New Keywords: monitor your Amazon Sponsored Products campaign and add well-converting keywords to your product in AMZ Tracker.
- Track Competitors’ Potential Keywords: analyze which keywords your competitors may be targeting and add them to their product in AMZ Tracker.