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Page 1 Search Results

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THE MOST RELEVANT KEYWORDS ARE AT THE TOP OF THIS LIST


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New Digital Shelf Report

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February 18, 2021

Who Ranks on Amazon?

Smiling guy wearing beanie, sweater and henley teePhoto by Sherman Yang

What is Amazon search engine optimization? Can you impact your discoverability in search results by adding relevant keywords to your product listings?

Last month, the MerchantWords data team set out to answer these questions. We wanted to determine which products appear most frequently on the most coveted place on Amazon - the top 48 positions in the search results - page one.

Our Process

In January 2021, MerchantWords observed 200 million unique keyword searches across 11 Amazon marketplaces (US, CA, MX, AU, JP, IN, UK, DE, ES, FR, IT). These keywords ranked hundreds of millions of products, tracked by their 10-digit ASIN (Amazon Seller Index Number), on the first page of Amazon’s search results.

To determine which products had the largest Amazon search footprint and organic reach in each marketplace, we counted the total number of page one appearances for each ASIN.

And the first-place winner is ...

A long sleeve henley shirt. Like the one pictured below.

This humble henley shirt from Hanes ranked among the top 48 positions on more than 44K unique search pages.

Long sleeve gray henley style t-shirt

Here’s a link to all the ranking keywords for this ASIN if you’re curious (subscription required to view).

A closer look at the data

Key finding #1: Kitchen & Dining had the highest count of ASINs appearing in our US Top 1000 list

Top Amazon Products by Category January 2021, MerchantWords

When you view the Top 1000 US Amazon products by category we see a different story. The Clothing category is #10 with 28 ASINs in Women's Fashion.

Overall, Kitchen & Dining has the greatest number of products appearing in the Top 1000 list. 173 ASINs to be exact.

Automotive is close behind with 149. These products have the largest quantity of keywords ranking them at the top of the search results.

Key finding #2: 72% of the US products analyzed ranked on less than 5 “page one” search pages

Top Amazon Products with 5 Ranking Keywords by Marketplace January 2021, MerchantWords

The vast majority (72%) of the 200+ million products in the Amazon US marketplace ranked within the top organic positions (page one) on less than 5 search pages.

US ASIN Page One Appearances January 2021, MerchantWords

It is important to note that the analysis includes child ASINs (i.e., variations in style, color, or size from the main product).

Key finding #3: 35% of ASINs rank on the first page of search results with 10-24 keywords

US ASIN Page One Appearances with Outliers Removed January 2021

To get a better understanding of how the more widely seen products are performing, we removed the under-performers (1-5 appearances) from our calculations. When we made this adjustment, about a third of ASINs had 10-24 organic appearances on the first page of the search results.

Key finding #4: The top 5 ranking branded products are from Motor Trend, Nilight, Hanes, AmazonBasics, and SEALIGHT

Top US ASINs by Brand January 2021, MerchantWords

When we reviewed the top-ranking products by brand, the top 5 brands are Motor Trend, Nilight, Hanes, AmazonBasics, and SEALIGHT. Here’s the brand data set:

Key finding #5: Reviews do not have a significant impact on a product’s ranking in search results

We tested the hypothesis that reviews have a positive correlation with page one appearances. We used Spearman and Pearson correlations to uncover relationships. There was a Spearman correlation of 0.58 between the number of page one appearances and the number of reviews.

In 1000 repeated random samples of products in the electronics category, we saw no strong correlation between reviews and organic rank. This was the same for all categories, not just electronics.

The Pearson correlation was much weaker, around 0.12, and varied widely by category. This told us that the relationship between the number of page one appearances and the number of reviews doesn’t have a strong linear relationship, but does have a fairly significant monotonically increasing relationship.

Simply put, there is a relationship between the number of page one appearances and your review count, but on aggregate it’s not a really strong one.

Our Conclusion

Is this all doom and gloom? Of course not.

Can you impact your discoverability in search results by adding relevant keywords to your product listings?

Yes.

When you rank organically within the top 48 positions on Amazon for 5 or more keywords you’re already performing above and beyond most ASINs on Amazon.

To stay at the top, keep your listing content fresh and relevant and maintain customer satisfaction.


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