Amazon is a complex platform.
To effectively grow on it is hard, and being able to evaluate results a necessity. But with all the data you have access to, gauging how a brand is performing seems, and is, complex.
But it turns out, there is one litmus test that makes it deceptively easier to evaluate if a brand is doing well, and how their competitors are doing.
We call it discoverability, and here’s all you need to know about it.
Amazon is search-based, and rankings rule.
Unlike retail shelves, Amazon isn’t about browsing.
It’s all about searching: shoppers type what they need, scan the first results, and buy. In fact, according to recent statistics:
- 90% of all product page views come from searches.
- Over 70% of shoppers never click past the first page…
- And the first three results get a whopping 64% of all clicks.
The bottom line here is that the place your products rank in highly relevant searches determines its success.
If you’re not ranking high you might as well not exist. A competitor sitting above you is the one getting the clicks, the conversions, and the reviews that fuel even more visibility.
On Amazon, ranking is destiny.
Rankings mirror your execution.
The most powerful thing about rankings is that they reflect everything else.
If your listings aren’t optimized for conversion, your ads weak or scattered, your distribution faulty… your rankings slip.
Every gap in execution shows up as damage to the rankings.
The opposite is true too. When you’re doing everything right, what’s the net result? Higher rankings.
More visibility drives more clicks, which drives more sales, which drives even higher rankings. It’s the growth flywheel in action.
So if a brand’s rankings are a direct reflection of the quality of their execution on Amazon… that makes them the perfect litmus test to evaluate the strategy.
That’s why we defined discoverability as a comparative metric to evaluate how a brand is doing on Amazon, compared to its direct competitors.
Discoverability shows us the truth.
On Amazon it is easy to chase short term results, or spin your wheels with initiatives that lead to no long term results.
Discoverability makes performance brutally transparent.
By evaluating what rankings are (and their trends in time) on a broad set of relevant keywords, from high intent category keywords to branded ones, we can stay on top of delivering results for our partners.
If your competitors are consistently above your brand in discoverability, it’s not luck. It’s because they’re executing better, whether through stronger ads, better listings, or tighter operations.
If rankings aren’t moving up, you’re falling behind. Whatever you’re doing isn’t working as well as it should.
Rankings don’t lie, and they can’t be spun.
They show you exactly where you stand in the market.
Through discoverability, long term growth.
At Zoplenti, discoverability is the first thing we look at when evaluating a brand’s Amazon performance.
It tells us instantly how discoverable you are compared to your competition, and by extension where the gaps are. From there, we go to work filling those gaps.
But most importantly, by making discoverability the key aspect we solve for, we drive long term growth rather than chasing short term sales.
Because higher rankings mean more organic sales, across the board.
It’s the cornerstone of our growth flywheel: every move feeds back into stronger rankings, pushing your brand higher in its category.
Is your Amazon strategy raising discoverability?
Because if not, you’re spinning your wheels.
At Zoplenti, long term growth is the foundation of our model. We use our internal frameworks and technology to diagnose gaps and fix them. Then we execute until our partners dominate their category.
