Have you already heard about Amazon’s relevancy score but are not truly sure how it actually works? Unfortunately, like plenty of information given out on Amazon, there are various complexities involved in Amazon’s relevancy score, and it might not be possible for you to get all of the details.
Basics of Amazon’s Relevancy Score
This metric comes directly from Amazon and it measures how relevant a particular keyword is to a specific ASIN. The relevancy score is based on where the keyword appears when keywords are found in titles and if multiple keywords are present, and how often the keyword appears in the description.
Why Should You as A Business Owner Care About Relevancy Score?
Making any decision for your Amazon business is one that must consider that Amazon wants to create a healthy market in which shoppers can always find what they want and will continue to return based on their individual experience.
Amazon wants individual merchants to assist them with doing that, and for that reason, will reward listings to that end. If you are running advertising on a pay per click method through Amazon, you know that it is not as simple as setting up a budget, walking away and crossing your fingers to hope for the best.
Amazon tends to reward advertisers that create advertisements that users interact with and make purchases through. Campaigns that are not directly relevant to the shopper’s overall experience, under Amazon guidelines, might not be shown to a shopper at all, regardless of the budget or bid. Amazon can sometimes even deliver ads at a lower bid if they are perceived to be more relevant to the keyword.
The Determining Factors Behind Amazon’s Relevancy Score
Relevancy scores are initially framed by the product category. Then these will adjust based on many different elements, like competition and how other products are behaving for the same keywords, how shoppers identify the product through paid and organic methods, and where and how often a keyword appears in a listing. As soon as you generate an ASIN, the initial relevancy is identified.Amazon evaluates the sub-category and category, as well as other factors, to set the relevancy table, and then looks at how frequently that word and other words appear in the bullet points, title and description. When a listing is relatively new to the table, it is easier to identify relationships between the relevancy score and changes you make to your listing. You can also describe your product in any way that you like, since Amazon will trust your words until more details are collected from users through traffic.
Once a listing becomes active on Amazon’s website, you will identify a relevancy score change every so often without any change to the listing. This can make it difficult to tell what you need to do or any updates you need to make on your end. Keeping a close eye on these tools can be extremely helpful for articulating a relevancy score that is most in line with your individual goals. When it’s time to sell your Amazon business, schedule a consultation with an experienced business broker like those working at Website Closers.
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