A comprehensive organic strategy is crucial to your success on Amazon. In this session, we will break down actionable ways to improve your organic rank on Amazon’s A9 algorithm—2021 style. We’ll show you how to immediately optimize your product visibility and ramp up sales velocity.

1. 2021 Amazon & Retail
Media Virtual Summit
2021 Amazon Advertising Strategies
10:00 – 10:45am PST | 1:00 – 1:45pm EST
Unpacking Amazon’s A9 Algorithm
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Amazon Creative that Converts
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
Advanced Amazon Operations
12:00 – 12:30pm PST | 2:00 – 2:30pm EST
The Emergence of Retail Media
10:00 – 10:45am PST | 1:00 – 1:45pm EST
What’s Next in Walmart
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Win Big on Instacart
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
DAY 1 - WEDNESDAY, FEBRUARY 24TH DAY 2 - THURSDAY, FEBRUARY 25TH

2. Unpacking
Amazon’s A9
Algorithm &
Organic Rank

3. Today’s Logistics
Analicia Santaella
Partner Marketing Manager
Recording & slides will be sent
by end of week
01
Submit questions for live Q&A
04
03
Download relevant resources
Log back anytime with same link
02
02
Join our poll questions
05

4. Some of
our clients
Our
Recognition
Tinuiti is the largest independent performance
marketing agency across the triopoly.

5. Our Speakers
MEGHAN O’KEEFE
Marketplaces Search,
Team Strategist
ALEXANDRA LANK
Manager, Customer
Success

7. Agenda
● Key Algorithmic Influencers
● Sales Velocity, Content & More
● Advertising’s Impact
● Myth Busting - Algorithm Misconceptions
● Final Takeaways
● Q&A
7

8. Poll Question
What do you believe is the most
important factor on the A9 algorithm?
● Text match relevancy
● Inventory availability
● Price
● Sales velocity

9. Direct & Indirect Factors
Understanding the key algorithmic influencers
9

11. What Can Sellers Control
● Text Match Relevancy
● Price
● Images
● EBC
● Advertising
● Promotions
● Fulfillment method
● Availability
● In-Stock
● Buy Box
● Reviews
More Control Some Control Less Control

12. Sales Velocity, Content &
More
Understand The Indirect Factors
12

14. Screenshot
Content Optimization
Product Listing
● Concise Titles
● Bullet Points of Information
● Description of Benefits
Images
● Clear - Aesthetically Pleasing
● Easy To Understand
● Information Rich
Leverage Additional Content
● EBC/A+
● Storefront
● Amazon Posts

15. Data-Driven Decisions
Keyword research for relevancy and to identify trends. Track impact and evolution of rankings.

16. Screenshot
Additional Factors
Social Proof
● Reviews
● Editorial Recommendations
● Bloggers
Fulfillment Method
CTR & Conversions
Seller Authority
● Ratings
● History as seller
● Inventory

17. Impact of Advertising
Increasing visibility with Amazon Marketing
17

18. Screenshot
Screenshot
Screenshot
Advertising - The New Normal
AD PLACEMENTS
● Sponsored Products
● Sponsored Brands
● Sponsored Display
● DSP
● Amazon Attribution (Off
Amazon)
WHAT IMPACTS AD RANK?
● Bids
● History of the Ad
● Ad Relevance
18

19. Amazon Advertising Funnel
Increase Awareness
● Sponsored Ads (Search)
● In- Market (DSP)
● OTT (DSP Video)
● Amazon Attribution (Off
Amazon)
Drive Purchase & Build
Loyalty
● Retargeting (DSP)
● Sponsored Brand (Search)
● Sponsored Product (Search)
Reach Shoppers In
Consideration
● In-Market (DSP)
● 3P Segments (DSP)
● ASIN Targeting (Search)
● Amazon Attribution (Off
Amazon)
AWARENESS
CONSIDERATION
PURCHASE INTENT
PURCHASE
LOYALTY
OPERATIONS
/ CREATIVE
19

20. Mythbusting A9 Algorithm
Misconceptions
Myths & Misconceptions
20

21. Myth vs Reality
1. Once you start advertising your rank immediately is
boosted
2. Having the lowest price wins the Buy Box.
3. Repeating keywords in my listing will increase my
rankings.
4. Categorizing my product in a ‘less competitive’
subcategory will help me rise in rankings faster.
5. Once I get the number 1 spot I don't need to
continue to invest in my listings
21
1. It takes time, interaction, conversions for your ads
to affect your rank
2. Price and many other factors, such as fulfillment
method and landed price, that are factored into the
Buy Box
3. Repeating a keyword in your listing does not
improve rankings, can sound unnatural to
consumers and hurt conversion rates.
4. You will not side-step your competition by
mis-categorizing your product.
5. Keyword search trends, competition, and ad units
are always changing you always have to be
investing in some capacity.
MYTH REALITY

22. Final Takeaways
Amazon A9 Algorithm & Organic Rank
22

23. 1. Text Match, Images, Ads, Promotion - are all
things you can control.
2. Sale Velocity is King - The most important Factor!
3. Compelling Relevance - Give as much info as you
can.
4. Diversify your Amazon Marketing Strategy - Test
on and off Amazon campaigns.
5. Follow the Data - Capture data points to optimize
and measure impact.
How To Win With A9
23

24. 24
https://junglescout.grsm.io/tinuiti
https://www.junglescout.com/solutions/brands-agencies/

25. Schedule Your
Consultation
with an Amazon
Expert

26. Q&A

27. Thank you!

28. 2021 Amazon & Retail
Media Virtual Summit
2021 Amazon Advertising Strategies
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 1 - WEDNESDAY, FEBRUARY 24TH
Unpacking Amazon’s A9 Algorithm
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Amazon Creative that Converts
11:25 – 11:55pm PST | 2:25 – 2:55pm EST
Advanced Amazon Operations
12:00 – 12:30pm PST | 2:00 – 2:30pm EST
The Emergence of Retail Media
10:00 – 10:45am PST | 1:00 – 1:45pm EST
DAY 2 - THURSDAY, FEBRUARY 25TH
What’s Next in Walmart
10:50 – 11:20am PST | 1:50 – 2:20pm EST
Win Big on InstacarT
11:25 – 11:55pm PST | 2:25 – 2:55pm EST