As a seller on Amazon, your main goal is to drive your sales. Among the many numbers and statistics the marketplace has, there is the Best Sellers Rank, shortly, the BSR Amazon.
Perhaps you have heard about it already. But should it concern you? How does Amazon calculate it, and how does it affect your sales?
In this article, we focus on answering these and many other questions. Read on to find out all there is to know about this metric.
Part 2: How is BSR Calculated?
Part 3: Where Can I find a Product’s BSR?
Part 4: How Important is a Product’s BSR Rank?
Part 5: What Can We Learn From The BSR Rank?
Part 6: Ways to Boost Your Product’s Amazon BSR
Part 7: Wrapping It All Up
The Amazon Best Sellers Rank is a score the marketplace assigns to each specific product, and that is used to rank the product based on its current and historical sales.
Updated each hour, the score can influence your ranking on the search page and may even influence your sales.
To find out the score for each product, all it takes is to go on the listing page, scroll down to product description, and check the Amazon information listed underneath.
For instance, the Twitch Logo Women’s V-Neck Tee is listed as #1 BSR in the Clothing, Shoes & Jewelry category, #1 in the Women’s Shops subcategory and #1 in the Women’s Novelty T-Shirts subcategory.
Category Metrics for BSR Amazon
A peculiarity about the best sellers ranking is that it does not refer only to a specific category.
More often than not, a product is found in multiple subcategories, and sometimes, even in multiple top level categories.
However, Amazon’s algorithm pays attention to the top level category only.
In other words, if the t-shirt above should have been ranked as #1 only in the subcategories but would have had a lower rank on the top category, the algorithm would have used the lower score.
On the contrary, if the subcategory rank would have been low and the top category rank high, the latter would have mattered.
With this in mind, it is easy to understand that the number you should care for is the one shown in the top category. If you manage to rank your products higher in the top category, you could have better chances of a sale.
Indeed, those products ranked #1 in their category or subcategory receive Amazon’s Best Selling badge; this is the orange badge you can see on the search page and on the product’s page, as in the example below:
Product historical Sales
Like all other ranks and ratings, Amazon utilizes an in-house algorithm to calculate the best sellers rank of a product, based on the number of sales that product had compared to other products in its category.
According to the marketplace, the BSR is used as an indicator of how well a product is currently selling on Amazon; the rank is updated hourly and reflects current sales data as well as historical sales data.
In other words, if you sold 10 units in one hour, but only 1 unit in the next hour, this does not mean that your BSR will drop automatically. Instead, the algorithm considers the overall as well as the current sales to come up with a pertinent score.
So, the only metrics Amazon considers when calculating your BSR rank are the recent sales and historical sales.
Does product review and feedback matter?
A thing to keep in mind is that the algorithm does not account for your product reviews, seller feedback, keywords, or pricing when calculating your best sellers rank.
However, these metrics are important if you want to keep your sales volume high and improve your BSR.
Another thing you should know is that despite knowing what metrics Amazon uses to calculate your BSR, the actual algorithm is unknown.
Like with anything else, Amazon does not disclose exactly how the factors are weighted in.
It is very likely that the recent sales have more importance than the historical sales; that is easy to figure out by simply checking the rank for a few of your products and see how they are ranked.
By simply looking at them, you will see that the rank is negatively impacted each time your sales are slow, and it boosts each time you have sale spikes.
Nevertheless, if a product has stellar historical sales, the recent sales will not weigh in quite as much.
What this means is that newer products are more prone to large fluctuations in their best sellers rank than the established listings; this usually happens because there is no historical data available or the data available is insufficient.
Another thing to know is that although the rank is updated every hour, the sales might not have an immediate impact on your best sellers rank.
Indeed, Amazon allows for a lag time between one and three hours, depending on the popularity of the product.
This lag time was implemented to ensure a more accurate sense of the best sellers rank, that is why it will only be reflected on your BSR when the algorithm believes it truly matters.
To get a real picture of your progress and to really understand your BSR, you should monitor it for a longer time.
Now that you know why the best sellers ranking matters and how it is calculated, perhaps you would like to know where to find it.
Luckily, it is easy.
All you have to do is open a product’s listing and scroll down to Product Details when you are opening the listing from a computer. On mobile, you might have to go to the Product Description block and click on it.
As you can see, this particular shovel is ranked #1,046 in the Patio, Lawn & Garden category and #1 in the Gardening Shovels subcategory.
It has the Best Seller rank on the page, but its actual best sellers rank is not too shabby.
Nevertheless, since it is ranked #1 in a subcategory, it still shows up on the second position of the search page when you look for shovels.
Perhaps the most important thing to understand when learning about the best sellers rank is that you should not focus on it too much if your intention is that of generating more sales for your products.
While a product that has a Best Seller badge might show up higher in the search list, this is not always true.
A higher BSR won’t make your product rank higher and will not influence its organic positioning in any way.
Indeed, online shoppers start their product search on Amazon by typing keywords into the search bar. Following the example above, the keywords could be a shovel, gardening shovel, or anything related.
These keywords are matched against the search terms in your listing. If they do not match, your shovel will never show up on the search page.
As a result, your customers will not be able to find you; thus, you will have a bad BSR simply because you are making no sales.
For this reason, it is important to focus more on solid organic content and set up a strong advertising strategy before focusing on the BSR.
But while your BSR will not necessarily help you rank higher, it might help you boost your sales nonetheless.
Indeed, research has shown that shoppers on Amazon find those products ranking well in their category or subcategory to be more trustworthy than the products with a lower BSR rank.
Know about competitors’ product sales
As a seller on Amazon, there are a few things you can learn from the BSR rank. On the one hand, we can learn that when you see a product ranked #3,000, it sells about 500 products per month on average – these were the results according to observations made by other sellers.
According to the same observations, a product ranked #500 makes around 2,000 sales per month.
It is easy to understand that the higher you rank, the more sales you make.
Get more trust from customers
Considering that shoppers tend to trust more a product that ranks higher, it is easy to understand that you can boost your sales by simply improving the rank.
Understand the product performance
Another thing you learn from the BSR rank is how well your product is performing. Predicting how well an item will sell on Amazon is near impossible, even after doing a lot of product research.
And although the BSR cannot predict how well your product will rank in future, it can surely let you know how well it performed, especially if you followed the best content and advertising practices.
If the product does not rank higher in the BSR after it has been on Amazon for a while, it means that despite your efforts, nobody buys it.
This usually means two things; either you have to improve the quality of your product or change your offer altogether, as the request for the product you are selling is simply too low.
High quality products & sufficient stock
There is only one way to increase your product’s BSR on Amazon, and that is increasing your sales.
To do this, you must make sure that the product you sell is of the highest quality and that you have it in stock at all times. Indeed, running out of stock usually means dropping your sales to zero, with subsequent drops in your BSR.
Pricing & product reviews
Another thing you should pay attention to is your product reviews. They help build customer trust, and ultimately drive more conversions.
The price point is another important factor to consider when trying to increase your sales and BSR.
This happens not only because shoppers are more likely to buy if your product is cheaper, but because competitively priced products are ranked higher in the search results.
Frequent product promotions
Lastly, you could improve your sales by running frequent product promotions. Just pay attention to how you do it.
More often than not, product promotions in a specific category can help you boost your BSR. However, the sales made during promotions might not count towards your BSR is Amazon figures out that you’re running too many promotions or that you’re giving too high discounts.
Ultimately, monitoring your products and making adjustments to your offer could also help boost sales and BSR ranking.
For instance, if you are selling wood camping stove but notice that shoppers prefer propane camping stoves, replace your product with what is on demand to ensure that your product is requested by the market.
Amazon’s best sellers rank tells you how much sales you are making compared to your competitors. Higher rank can help build customer trust and boost your sales, whereas a too low rank could affect your sales adversely.
It also tells you how well your product sales. Maybe the rank is not skyrocketing because there is not enough demand. Or maybe because your product is of low quality.
This metric is not as important as other Amazon metrics; sometimes, it won’t even make you rank higher in the search engine.
Nevertheless, if you want to become competitive in the marketplace if you want to build customer trust and build brand awareness, if you want to monitor your products and ensure your success as a seller on Amazon, the best sellers rank matters.
We hope you now know what it is, how it matters, and what you can do to improve it. After all, every little thing that can ensure your success in the marketplace is a precious tool to use.