Advanced Ranking on Amazon in Q4: Garfield Coore

Key Takeaways

The Three-Stage Ranking System:

1. Primary Ranking Events:
   • Roughly 90% of ranking impact comes from core behaviours on Amazon.
   • Key actions include searches leading to a product page, add-to-cart from a search click, and purchases from a search pathway.
   • Garfield stresses avoiding variations that interrupt the ranking pathway.
2. Keyword Cohorts:
   • Leveraging keyword “families” (using Amazon’s Opportunity Explorer) helps products gain ranking bleed-over.
   • Start ranking with smaller keywords, allowing spillover to higher competition terms.
3. Territorial Influence:
   • Minor ranking factors include BSR and inventory location, affecting regional rank. BSR reflects category sales ranking relative to competitors.

Conversion Events Beyond Sales

• Clicks, page visits, and add-to-cart actions all serve as ranking events, which Garfield calls “conversion events.”
• Focus on generating quality traffic to accumulate these events, which can boost rank without immediate sales.

PPC Strategy: Maximizing Click-Through Rate

• PPC placement relies on expected revenue from clicks, not relevance. Garfield explains that a history of clicks improves PPC placement probability.

Timing Event-Driven Ranking

• Garfield advises starting campaigns for seasonal events early to establish a low-cost rank before high-demand periods.
• For example, healthcare and weight loss products should begin ranking efforts before New Year’s resolutions in January.

Reach Garfield – https://www.facebook.com/garfield.coore

Seller Sessions Live, 2025

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