Vendor Seller - Unlocking Visibility in the Amazon Store: A Seller's Guide
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Unlocking Visibility in the Amazon Store: A Seller’s Guide

Are you an aspiring entrepreneur looking to establish your business on Amazon? Or perhaps you’re already a seller trying to boost your product’s visibility on one of the world’s largest online marketplaces. In either case, understanding how products gain visibility in the Amazon store is essential for success. In this comprehensive guide, we’ll delve into the various strategies and factors that can make your products stand out among the crowd.

The Customer’s Journey

Before we dive into the nitty-gritty details, let’s take a moment to understand how customers find and discover products on Amazon. It’s not just about typing in a search query; there are multiple paths that lead potential buyers to your products:

Search: Customers can use the search bar to find specific products. Optimizing your product listings with relevant keywords is crucial here.

Browsing: Some customers prefer to browse through product departments. Ensuring your products are categorized accurately can help them show up during departmental searches.

Attributes and Ads: Products can be discovered through common attributes, such as customer reviews or product badges. Effective use of ads can also drive visibility.

Voice Shopping: With the rise of smart home devices like Alexa, voice shopping is becoming increasingly popular. Make sure your products are voice-search friendly.

Referrals: Many customers come to Amazon from other stores, advertisements on external websites, or general web searches. Having a strong online presence outside of Amazon can direct traffic to your products.

Increasing Visibility: Key Strategies

Now that we’ve covered how customers find products let’s explore some strategies to enhance your product’s visibility:

Competitive Pricing: Price your products competitively to attract cost-conscious customers. Amazon shoppers often compare prices before making a purchase decision.

Inventory Availability: Ensure you have sufficient stock available for fast shipment. Products that are ready to ship tend to rank higher.

Detailed Product Information: Provide complete, relevant, accurate, and up-to-date information about your products. This includes high-quality images, detailed descriptions, and accurate specifications.

Using Vendor Seller’s suite of tools, you can check how optimised your PDP is and if you are using the correct keywords. Also, with shelfwise, you can see how you rank compared to the competition and what adjustments you need to make to your products to achieve the best possible visibility on Amazon.

Featured Offer

Amazon’s Featured Offer is a coveted spot that can significantly boost sales. It’s the offer that Amazon predicts customers would choose if they compared all offers in detail. To secure this spot, you need to meet specific criteria outlined by Amazon. Factors like price, delivery speed, and seller performance play a crucial role in determining the Featured Offer. Keep in mind that there may be more than one Featured Offer for a product or none at all.

Featured Results

When customers search on Amazon, the default sorting is often “Featured.” Several factors influence what products appear as Featured results. Customer actions, such as how frequently an item is purchased, and the item’s title, price, and description, are the main considerations. These factors provide insights into what customers are likely to purchase. For a deeper understanding of the factors influencing Featured results, refer to Amazon’s guidelines.

Product Badge

Product badges are an effective way to highlight your products. Amazon offers various badges, including “Best Seller” and “Amazon’s Choice,” which are based on factors like recent and historical sales and customer ratings. Other badges, like “Lightning Deal” and “Deal of the Day,” draw attention to special promotions. Badges can also indicate participation in programs like “Prime” or “Climate Pledge Friendly.”

Other Product Highlights

Amazon uses sophisticated algorithms to showcase products tailored to each customer. This includes recommending complementary products, highlighting items viewed but not purchased, and suggesting products based on browsing history. Additionally, editorial decisions and customer reviews influence product recommendations.

Sponsored Brands and Sponsored Products

Paid advertising on Amazon, such as Sponsored Brands and Sponsored Products, can significantly increase visibility. These ads appear at the top of search results and on product detail pages. Amazon considers factors like keywords, bid amounts, and customer interest when displaying these ads. To utilize sponsored advertising effectively, you must meet eligibility criteria and adhere to Amazon’s guidelines.


In conclusion, mastering the art of product visibility on Amazon requires a multifaceted approach. By competitively pricing your products, maintaining ample inventory, and optimizing your product listings, you can increase your chances of securing a Featured Offer and achieving better search results. Utilizing product badges and exploring sponsored advertising options can further enhance your product’s prominence. Remember, success on Amazon is a dynamic journey that involves staying informed about the latest trends and continually refining your strategies to meet the ever-evolving needs of online shoppers.

If you need any help with Amazon marketing, talk to our experts here.