Amazon Choice, Best Sellers Badge and Category optimisation

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Kevin King joins and updates on his conference schedule and what he’s been upto and Amazon Choice Badge.

Amazon Choice badge has been around about a year
Consumers think its like an ‘editor’s pick’ and human person has chosen it
But it’s really an algorithm driven process
Main thing it’s used for is Alexa – order me some toilet paper and it knows which one to order by the one that has Amazon’s Choice
Based on blind buys – based on what people add to their cart without worrying about the brand name etc.

Purchase intent

Adds to cart, a bit of the wishlist and the purchases
Which ever has the highest ranking for that keyword gets the badge
You could have it for one keyword and not another keyword – it is not based on ASIN
Diabolic Labs – Traffic bot can help your ranking for Amazon Choice badge here (but needs some programming skills)
Kevin has tried running this through the software to test it
Can’t have Amazon Choice and the Best Seller badges at the same time

It’s growing but has maybe 5 years away before it dominates
If someone is just selecting the product based on the badge then there’s no context to it
If a voice command for toilet paper – then what colour, softness, cheap, etc…
For Sellers – the more important thing is that most Prime buyers have no idea what it is for. It’s almost like a social proof badge to increase conversions

It’s the best seller in the category
Based on sales volume but not really conversions on keywords
Old-school 2-3yrs ago – carefully choose your category, not the biggest but a lower category where you can go in and dominate to get the Best Seller badge
Some categories in Amazon are picked and the top 2 in sub-nodes are lifted and displayed on the front page for the category
Was a way to get page 1 with less BSR and reviews
NOW – you could be doing yourself a dis-service doing this
From a PPC point of view – every ASIN and Keyword has a relevancy from 0-100. Higher the score the cheaper your PPC is going to be and more opportunities for impressions
Amazon no longer has a threshold for relevancy
It will hurt you in PPC as Amazon won’t see you as relevant because you will be in the wrong category

Viral Launch – Data tells them that 50% conversion rate on exact search volume is the best you can get
If you’re using one of those tools – best case is 5,000 sales off 10,000 searches
High Volume search term but it has a 5% conversion rate – but a lower search volume but with higher conversion is a better choice for you
Be careful which keywords you go for
Tools: Helium 10, Magnet 2, Black Box
Viral Launch tools – launch service, market intelligence
Seller.Tools
These are the best for creating your listing

You must find the sweet spot for relevancy as you can’t just bid your way in
Amazon is countering some of this fake reviews stuff – some listings are showing only three reviews and a 4.7* rating
They are profiling the Amazon customers (because Amazon knows) and giving a subset star rating from what the ‘relevant’ buyers are saying
This is really going to battle the people that are ‘gaming’ the system
This will really start to target the black hat tactics
There was also a lot of buyer accounts shutdown by Amazon too (for review manipulation)