How Do You Rank on Amazon?

Looking for a great Amazon hack to improve your Amazon seller ranking? First, it’s important to understand that Amazon uses numerous metrics to decide your product placement on their pages. In order to lower your BSR and get your product ranking well for your targeted keywords, Amazon’s ranking algorithm takes into account: sales history, impressions, click-through-rate, product description, image quality, reviews, returns, inventory, keyword bidding, and more! 

But by far one of the most crucial factors Amazon looks at is how many customers type in a specific search term, find your product, click on it, and purchase it. This indicates high impressions and high conversions which are very important metrics to Amazon. This method is commonly referred to as “Search-Find-Buy” (SFB) and is a common practice – particularly for new sellers – to help with Amazon keyword ranking.

How Does Search-Find-Buy Work?

The Amazon SFB tactic works like this: A seller targets a specific keyword phrase for their product based on product relevancy, competition, and popularity. They then have to get as many customers as they can to search for that keyword phrase on Amazon, find their listing, then purchase their product. This not only means acquiring enough customers to help move the product up the pages; it also means training customers on how to do it. (Not an easy feit). This is why many sellers use 2-Step URLs, Chatbots, or our company RankBell to help achieve this at scale.

How Does Amazon Register Search Find Buy?

Amazon is considered an end-of-the-funnel platform because most people usually go on the marketplace already knowing what they are looking for. Thus, most customers utilize the Amazon search bar to find products which is why Search-Find-Buy is so effective. However, there are other ways customers can purchase products and if your listing isn’t optimized for these things, you can lose an opportunity for sales. 

To understand SFB, you have to understand how Amazon registers it. If a customer searches for “womens running shoes”, The SERP would contain the following URL:


The “s” stands for search, meaning the potential customer has used the search bar. The “k” stands for keywords, followed by “womens running shoes” which are the keywords we used in search.  Thus, any product bought from this landing page will register as Search Find Buy. We searched for “womens running shoes”, we found a product we liked, and then we purchased it. 

But not all products on Amazon are bought via “search” which is why it’s important to understand how browsing works. 

How Does Browse-Find-Buy On Amazon?

It is easy (particularly through mobile) to get diverted off of the “search” page and onto the “browse” pages. This occurs when you start browsing through sub categories.  As an example, say a customer chooses to search for womens running shoes like this…

… then the landing page you end up on has a URL that looks like this:

Notice how the keywords we originally typed in the search bar are gone and we are in the subcategory “women’s athletic shoes.” More importantly, if you refer to the URL, the “s” has been replaced with a “b” which means we are no longer in search mode; we are in browse mode. This means anything purchased from this landing page won’t register as “search find buy.” 

How Do You Optimize For Browse Find Buy?

In short, make sure you are in the correct browse mode. Also, make sure your Seller Central’s “Manage Inventory Fields” are filled out thoroughly and accurately. This includes your “intended use”, “other attributes”, “target audience”, and “more details” fields. Amazon uses all of this information to assess where and how you are found on Amazon. It’s also important for organic ranking, PPC performance, and refinement funnels.

Which Is More Important For Amazon Marketplace Ranking?

Because most shoppers use the search bar and stay within search, search and buy is definitely one of the most important metrics used for ranking. This is why it is highly recommended to use an Amazon product ranking service like Rankbell to help with this – particularly during launch. 

However, it is also crucial that you are set-up properly in Seller Central so that your product can be found in browse mode and in refinement funnels.