How Can Amazon Advertising impact your Organic Ranking on SERP?

As an Amazon seller navigating the vast and competitive marketplace, the quest for increased visibility and higher organic rankings on Search Engine Results Pages (SERP) is a continuous challenge. Enter Amazon Advertising – a powerful tool that not only enhances your product's visibility through paid campaigns but also wields a transformative influence on your organic ranking.

The Amazon Advertising Advantage for Sellers

Precise Targeting:

  • Amazon Advertising enables sellers to target their ads with remarkable precision. By reaching potential customers based on demographics, interests, and shopping behavior, you can ensure that your products are showcased to the most relevant audience, laying the foundation for increased visibility.

Campaign Flexibility:

  • Sellers can choose from various advertising options, including Sponsored Products, Sponsored Brands, and Display Ads.
  • This flexibility allows you to tailor your campaigns to your specific goals, whether it's driving sales, promoting brand awareness, or introducing new products to the market.

Performance Metrics:

  • Detailed analytics provided by Amazon Advertising offer insights into campaign performance, click-through rates, and conversion metrics.
  • Armed with this data, sellers can make informed decisions to optimize their advertising strategies, enhancing the overall performance of their product listings.

Difference Between Ad Sales and Organic Sales

Amazon provides various ad options like Sponsored Products, Sponsored Brands, and Sponsored Displays to showcase your products to potential customers. Each click on your ad incurs a fee. On the other hand, organic sales come from your natural ranking on Amazon's search pages, determined by factors like sales velocity, keyword optimization, BSR rank, reviews, and ratings, all influenced by Amazon's A9 algorithm. No advertising fees apply to organic sales, but optimizing your product listings is crucial for a top-ranking position.

To boost your organic ranking, employ strategies like keyword research, optimizing product titles and descriptions, utilizing A+ content, accumulating more reviews and ratings, and considering Amazon FBA. The main difference lies in immediacy and control: ad sales offer quick visibility and traffic but require continuous investment, while organic sales, though demanding effort and patience, contribute to long-term brand reputation, customer loyalty, and cost reduction. In essence, ad sales are like a sprint, providing quick wins, while organic sales are a marathon, ensuring sustained success over time.

Paid or Organic Sales – Which is The Better Option For You?

Instead of seeing paid and organic sales as rivals, view them as partners in your strategy. Combining their strengths leads to a more powerful outcome, boosting both immediate visibility and long-term brand building. Recognize their collaboration as key to a comprehensive marketing approach. Integrate both paid and organic methods strategically to capture your audience effectively and drive sales. It's not about choosing one over the other – it's about maximizing their combined potential for optimal results.

How Do Sponsored Ads Help Improve Organic Ranking?

Sponsored Ads are key to improving organic ranking on Amazon. The A9 Algorithm considers signals like clicks, CVR, and sales velocity from ads. Organically generating clicks and sales, especially for new products, can be slow. Waiting for organic growth could take years, especially if your product is buried in search results. With 70% of shoppers not scrolling past the first page and the top three products getting 64% of clicks, running advertising campaigns becomes crucial. Sponsored ads boost visibility, clicks, and sales, positively influencing the A9 Algorithm and speeding up organic ranking improvement.

The Interplay between Amazon Advertising and Organic Ranking

Keyword Synergy:

  • One of the most significant impacts of Amazon Advertising on organic ranking is the identification of high-performing keywords.
  • As you analyze the success of your advertising campaigns, you can pinpoint keywords that resonate with your target audience.
  • Incorporating these keywords into your product listings boosts their relevance, positively influencing organic search rankings.

Sales Velocity Boost:

  • Increased visibility through advertising often leads to a surge in sales velocity. Amazon's algorithm recognizes this uptick in demand, interpreting it as a signal of product popularity.
  • This recognition can contribute to improved organic rankings, creating a virtuous cycle of increased visibility and higher organic positioning.

Enhanced Product Credibility:

  • Successful advertising campaigns contribute to building your product's credibility.
  • Positive customer interactions and higher conversion rates signal to Amazon's algorithm that your product is not only relevant but also desirable, factors that can positively impact your organic ranking over time.

Best Practices for Amazon Sellers

Strategic Campaign Structure:

  • Organize your advertising campaigns with a strategic focus on your target audience and goals.
  • Align your campaigns with the keywords that matter most to your product and optimize them based on performance data.

Integration of Advertising Data:

  • Regularly analyze the performance data from your advertising campaigns and integrate valuable insights into your organic strategy.
  • Adjust your product listings, titles, and descriptions to align with the keywords and customer behaviors identified through advertising.

Consistent Listing Optimization:

  • Craft compelling and informative product listings.
  • Ensure that your titles, bullet points, and descriptions are not only keyword-rich but also provide a seamless and engaging experience for potential customers.


For Amazon sellers, combining Amazon Advertising with organic ranking forms a powerful and mutually beneficial alliance. By strategically leveraging the advantages offered by advertising campaigns and integrating insights into organic optimization, sellers can unlock unparalleled visibility and drive sustained growth in the competitive Amazon marketplace. Embrace the synergy, refine your strategies, and watch as your products rise to prominence on SERP, capturing the attention of your target audience and fueling your success as an Amazon seller.