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Achieving a strong organic ranking and increasing natural sales volume are top priorities for any Amazon seller. While leveraging Amazon SEO techniques can certainly improve organic visibility, incorporating Amazon Ads into your strategy can significantly accelerate the process. Ideally, sellers should aim for at least half of their total sales to come from organic traffic. The key lies in aligning advertising efforts with organic growth—creating a cycle where paid promotions drive initial sales, leading to a higher organic ranking and, over time, reduced ad spend.
A highly effective way to improve organic positioning is by targeting key industry-specific search terms where your product currently underperforms. This approach allows you to build ranking authority over time. For example, if you sell herbal shampoo bars, evaluating your position for terms such as “shampoo,” “organic shampoo,” and “sulfate-free shampoo” can help identify gaps in your ranking strategy. Prioritizing category-specific, short-tail keywords ensures that you focus efforts on high-traffic search terms without unnecessary ad spend on unrelated keywords.
To pinpoint these crucial search terms, sellers should analyze Amazon’s Search Frequency Rank (SFR) within the Search Query Performance Report. This ranking system provides a clear indication of search term popularity, helping sellers identify high-value keywords to target with ad spend. Once identified, these keywords should be isolated into dedicated campaigns with increased budget allocation, gradually improving their organic position and brand awareness in the marketplace.
Investing in premium ad placements can provide an immediate boost to organic performance. Top-of-Search (TOS) placements, which appear at the highest point of Amazon’s search results, tend to generate the most visibility and conversions. Since Amazon heavily factors sales velocity into its organic ranking algorithm, securing these placements can lead to a faster improvement in ranking. While TOS placements often require higher bids, their ability to drive conversions can make them a worthwhile investment for sellers seeking rapid growth.
Monitoring organic and paid performance metrics is essential for optimizing ad spend and maintaining a healthy balance between paid and organic sales. Several key indicators can help sellers assess the effectiveness of their strategies:
Assessing the Share of Voice (SOV) for TOS placements helps determine a brand’s presence in premium search positions. Since these placements drive a substantial portion of conversions, maintaining strong visibility ensures continued support for organic ranking. If SOV declines, increasing investments in TOS placements may be necessary to sustain competitive positioning.
A product’s organic ranking directly impacts incremental sales. Consumers often prefer organically ranked products over paid listings, making it crucial to maintain high visibility in search results. If a product ranks highly both organically and in paid placements, it may be beneficial to scale back TOS ads to prevent cannibalizing organic traffic. For instance, if a shampoo brand achieves a high organic ranking for “sulfate-free shampoo,” shifting ad spend toward new keywords can optimize advertising efficiency.
Tracking organic sales trends alongside attributed sales can reveal valuable insights into overall sales efficiency. A positive trend in organic sales paired with a decline in ad-attributed sales indicates a successful shift toward organic conversions, meaning the brand is acquiring more unpaid sales. This pattern is an encouraging sign of increasing brand authority and reducing reliance on paid traffic.
Monitoring shifts in market share provides insight into a brand’s competitive standing within its category. If market share declines, ramping up advertising investment may be necessary to maintain positioning against competitors. Conversely, if a brand sustains market share while reducing ad spend, this signals a strong organic presence and effective advertising strategy.
Applying data-driven insights to advertising strategies ensures continuous improvement in organic ranking. Implementing advanced optimization techniques within Amazon’s advertising platform can further enhance efficiency and performance.
Utilizing keyword research tools helps sellers pinpoint high-potential terms that align with their organic growth objectives. By focusing ad spend on low-ranking but high-traffic search terms, sellers can strategically enhance visibility and capture incremental sales. Regular performance tracking allows for ongoing adjustments to keyword prioritization.
Creating dedicated campaigns for high-value keywords and implementing aggressive bidding strategies can accelerate ranking improvements. By prioritizing TOS placements for targeted search terms, brands can dominate high-visibility areas, increasing conversion rates and reinforcing organic performance.
Reducing bid multipliers on search terms where a product has achieved a strong organic ranking helps minimize advertising costs while maintaining visibility. Adjusting bids dynamically ensures that paid campaigns complement organic positioning rather than compete against it.
Striking the right balance between organic growth and advertising investment is essential for long-term success on Amazon. If organic rankings are not where they need to be, leveraging Amazon Ads as a strategic tool can bridge the gap. Over time, optimizing ad campaigns to enhance organic positioning leads to lower advertising costs, increased brand visibility, and a greater share of unpaid sales, resulting in a sustainable and profitable Amazon business.
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