Key takeaways:
- Best Sellers Rank (BSR) shows how well a product sells within its category. A lower BSR generally indicates stronger sales performance, but what counts as a “good” rank varies by category.
- Relevant keyword research, clear titles and descriptions, compelling sales copy, and high-quality images and videos help products appear in relevant searches and encourage shoppers to buy.
- Amazon Ads can generate high-intent traffic, while Google, Meta, TikTok, influencers, and other external channels can bring additional shoppers to Amazon. Tracking these campaigns with Amazon Attribution helps identify the traffic sources that drive actual sales.
- Optimize listings for conversational shopping through Alexa for Shopping by clearly communicating product attributes, use cases, compatibility, dimensions, materials, and benefits, not just traditional keywords.
As an Amazon seller, getting your products in front of the right shoppers is essential for increasing sales and improving your Amazon sales rank. In 2027, that means optimizing for more than traditional Amazon keyword search. Sellers also need to account for external traffic, conversion performance, personalized promotions, and AI-powered discovery through Alexa for Shopping. So, how can you improve your Amazon sales rank?
The most effective approach is to improve the factors that influence product visibility and sales velocity: keyword relevance, listing quality, conversion rate, customer experience, advertising, external traffic, and repeat purchases.
In this ePlaybooks guide, we'll cover:
- What Amazon sales rank is
- Why Amazon sales rank matters
- How Amazon's ranking systems work in 2027
- 10 ways to improve your Amazon sales rank and increase sales
What is Amazon Sales Rank?
Amazon sales rank, also called Best Sellers Rank (BSR), is a numerical ranking that shows how well a product is selling compared with other products in the same category and subcategories.
BSR can range from #1 to much higher numbers. A lower number indicates stronger sales performance within that category. Products ranked #1 in a category are typically the strongest-selling products in that category at that point in time.
Amazon calculates sales rank primarily from sales performance, with recent sales generally having a stronger impact than older sales. Understanding how Amazon Best Sellers Rank works can help sellers interpret changes in sales performance and identify opportunities to improve their product strategy.
You can find a product's Best Sellers Rank in the Product Information section of its Amazon product detail page.
Keep in mind that a "good" sales rank depends on the category. A BSR of 10,000 may be strong in one category but relatively weak in another.
A good Amazon sales rank depends on the category, recent sales, optimization, amongst other factors. For example, if you are in a saturated category, a “good” score might still be a high figure. On the other hand, if you are in a small niche category, a low score might not mean much.
Amazon sales rank vs. Organic search rank
Amazon sales rank and organic search rank are not the same thing. Sales rank measures how well a product sells within its category, while organic search rank measures where your product appears for a particular customer search query.
For example, a product can have a strong BSR but rank poorly for a valuable keyword. Conversely, a product may rank highly for an important keyword without being the #1 best-selling product in its category. As an Amazon seller, you want to pay attention to both metrics.
Why is your Amazon sales rank important?
A strong Amazon sales rank indicates strong sales velocity, which can increase your product's visibility, credibility, and revenue potential.
A strong sales history can also create a positive feedback loop: greater visibility can generate more clicks, more conversions can generate more sales, and stronger sales velocity can support continued product visibility.
Your sales performance can also provide useful competitive intelligence. Analyzing competitor BSR and sales performance can help you identify changes in demand, seasonal trends, competitive gaps, and opportunities to improve your own product strategy.
10 ways to increase your Amazon sales rank
Amazon doesn’t provide a step-by-step method to beat its Algorithm and increase bestseller rankings. Sellers are engaged in a continuous search for how best to increase their sales rank. One thing we do know is that Amazon provides consumers with the most relevant products they are searching for. This means there are actions you can take in order to improve your sales ranking.
Let’s look at ten strategies to improve your sales rank and increase sales on Amazon.
- Carry out keyword research.
- Optimize your product title and description.
- Use high-quality images & videos.
- Write compelling sales copy.
- Use Amazon Ads and external traffic to increase sales velocity.
- Get positive product reviews
- Optimize your listing for Alexa for Shopping.
- Utilize Amazon FBA
- Use Brand Tailored Promotions to increase conversions
- Build an external traffic strategy and maximize the Brand Referral Bonus
Carry out keyword research.
Keyword research is vital when it comes to selling on Amazon. To get your products ranking in search results, you will need to identify relevant keywords customers are searching for. You can use keyword research tools like Jungle Scout.
Use relevant keywords throughout your product titles, bullets, and description. This ensures that your products appear in search results, increasing your conversion rates. Always check Amazon’s keyword guidelines to ensure your keyword strategies are spot on.
Optimize your product title and description.
When crafting your product titles and descriptions, keep your audience in mind. Make sure your product titles are straightforward at first glance. If customers are confused about what your product is about, they are most likely to scroll right past your product. Make your product titles descriptive and creative. Remember to add the most relevant keywords in front of the title and adhere to Amazon’s 200-character limit.
Use high-quality images and videos.
Most customers want to see images and videos that communicate the value of your product. High-quality images or videos entice your customers and increase your conversion rates. Use professional images that fit within a frame and a white background for your main product image. Incorporate creative lifestyle images or infographics to give customers a more visual idea of the benefits that come with using your product. Don’t forget to add some short product videos that bring your products to life. Lastly, ensure all images and videos follow Amazon’s guidelines.
Write compelling sales copy.
Stuffed keywords, unoptimized pages, and unclear sentences decrease customers’ trust in your product. To inspire trust in your brand and increase sales on Amazon, write compelling sales copy that effectively communicates the benefits of your product. Watch out for grammatical and spelling errors and ensure your content is top-notch. If your sales copy is good, you are more likely to attract customers and increase conversion rates.
Use Amazon Ads and external traffic to increase sales velocity.
Amazon Sponsored Products, Sponsored Brands, and Sponsored Display can help put your products in front of high-intent shoppers. For new or underperforming products, advertising can be particularly useful for generating initial visibility and collecting conversion data. Using Amazon PPC optimization strategies to drive sales velocity can help you improve targeting, manage bids and budgets, and focus ad spend on campaigns that generate qualified traffic and conversions.
But in 2027, your traffic strategy should not stop inside Amazon. External traffic from channels such as Google Ads, Meta Ads, TikTok, influencer campaigns, and social media can bring new shoppers directly to your Amazon listings.
External traffic has become an important lever in Amazon growth strategies because it can create additional sales velocity while expanding the pool of shoppers discovering your products. If you are trying to improve campaign performance, you can take advantage of ePlayBooks' Amazon advertising services to develop, manage, and optimize Amazon advertising campaigns with a focus on traffic quality, conversions, and sustainable sales growth.
Get positive product reviews.
Positive product reviews could be a tipping point for customers to choose your product over your competitors. Just like a recommendation from family and friends, positive product reviews give customers the confidence to buy your product.
Amazon prohibits financial incentivization to get reviews from customers. However, there are simple ways you can persuade a customer to leave a positive review after they make a purchase. You can follow up with your customers using an email reminding them to drop a review after they receive their package. Drop valuable pieces of content through email to build a personal relationship with them and encourage future purchases.
You can also drop product inserts in your packaging that include valuable content. For example, a thank-you card with a reminder to leave a review. However, you must ensure that you are staying within Amazon’s rules and regulations.
Optimize your listing for Alexa for Shopping.
To capture AI Amazon search, optimize your listing around natural-language questions, product attributes, use cases, and complete product information.
In 2027, Amazon's shopping experience increasingly includes Alexa for Shopping, which combines Amazon's conversational AI capabilities with shopping discovery. Amazon says Alexa for Shopping allows customers to ask shopping questions, receive product insights, compare products, and build personalized shopping experiences.
For you, this means optimizing for more than search queries. You want to optimize for conversational searches. At the end of the day, your listing should clearly communicate your product’s attributes, including product use cases, compatibility, materials, dimensions, and benefits. Think beyond keyword matching. Alexa for Shopping needs enough structured and contextual information to determine whether your product actually answers the shopper's intent.
Utilize Amazon FBA
Using FBA can strengthen your fulfillment proposition by giving eligible products access to Amazon's fulfillment network and Prime delivery experience.
Fulfillment by Amazon allows Amazon to store, pick, pack, ship, and provide customer service for eligible orders. Fast and reliable fulfillment can improve the overall customer experience and make your offer more competitive. However, FBA itself should not be treated as a guaranteed organic ranking boost. The bigger objective is to maintain a strong customer experience while ensuring your products remain available to purchase.
Use Brand Tailored Promotions to increase conversions.
Brand Tailored Promotions allow eligible Brand Registry sellers to create targeted offers for specific customer audiences. These promotions can range from 10% to 50% off and are designed to support customer acquisition, retention, re-engagement, and cross-selling.
This makes Brand Tailored Promotions more than a customer-loyalty tool. They can also be used as a conversion-driven ranking tactic. For example, if shoppers are already viewing or adding your product to their carts but not completing the purchase, a targeted promotion can provide the additional incentive needed to convert. More completed purchases mean more sales velocity, which can support broader Amazon growth. Use promotions strategically rather than discounting every product. Prioritize high-intent audiences and products where a promotion can meaningfully improve profitability and sales velocity.
Build an external traffic strategy and maximize the Brand Referral Bonus
Driving qualified traffic from external channels to your Amazon listings can help increase sales while allowing eligible brands to earn Brand Referral Bonus benefits.
External traffic is more than a way to get additional visitors to your Amazon listings. When done strategically, it can become an important part of your overall Amazon growth strategy. You can drive traffic from channels such as Meta, TikTok, Google, email, influencers, and your brand website directly to your Amazon products. Using Google Ads to drive external traffic to your Amazon listing can be particularly useful for reaching shoppers who are already searching for products or solutions related to what you sell.
The key is to track this traffic so you can understand which campaigns are actually generating sales. This is where Amazon Attribution comes in. It allows you to measure the performance of eligible marketing activities that happen outside Amazon and see how they contribute to Amazon sales. Rather than focusing only on how many people click your ads, look at the quality and results of that traffic. Track metrics such as:
- Which campaigns generate the most sales?
- Which audiences convert best?
- Which products attract the most buyers?
- Which creatives drive qualified traffic?
- Which external channels deliver the strongest return?
How the Brand Referral Bonus fits in
Amazon's Brand Referral Bonus program rewards eligible brands when shoppers purchase products after arriving through qualifying external marketing efforts. The bonus averages around 10% of sales, although the actual amount varies by product category and other factors. This creates a useful connection between external traffic, sales growth, and profitability.
For example, if you promote an Amazon product through TikTok or Meta and a shopper clicks through an Amazon Attribution-tagged link before purchasing, the resulting sale may qualify for the Brand Referral Bonus.
Final thoughts
The benefits of a good Amazon sales rank are enormous. Not only do they increase brand visibility, but they can also increase sales on Amazon. You can also gain valuable insights from competitors with a good Best Seller Rank and make informed improvements that positively impact your business.
