Amazon

Amazon's Search Functions

To search on Desktop:

The search bar is at the top center of the home page. It also appears at the top of every subcategory one chooses to search in (Prime Video, Health and Household, Pharmacy…). Search suggestions appear as one types keywords, terms, or phrases. When in results, a user can apply filters in the left margin, in order to narrow down options and preferences.

To search on the app:

The search bar is at the top of the home page. It is also there when searching in any other department. When in results, the filter option is on the top right of the page.

Unlike the desktop search, the app also allows users to search by speaking to “Alexa,” and they can also search by barcode or by the "Shop the Look" option.

Searching by Barcode

To search by barcode on the app, users have to allow Amazon access to their cameras and point at the barcode of any item. They will have results of the exact item or similar ones in terms of functionality or brand.

Searching by the Shop the Look option

Users have two options to "Shop the Look" on Amazon: Users can browse through suggested “looks” of Men, Women, and Home, or through uploading a picture from their photo galleries and receiving similar and relevant suggestions, also similar in function or brand.

For both searching on the desktop or searching on the app, results change whether users have Amazon Prime membership or not. The way the results appear is also related to the different options of sorting them. Users can choose to show results based on featured items (in terms of customer actions, description of the item, availability, delivery speed, costs, relevance), customer reviews, newest arrivals, and ascending or descending prices.

Within the results page, users have tags on results that are “Amazon’s choice” or “Bestsellers.” They also have “Customers Frequently Viewed” options as well as a section for brands related to the user’s search.

It’s also important to note that no matter what the search is for, the first result provided is of a sponsored item, regardless of the sorting option chosen. Sponsored products are usually a way for sellers to generate more traffic to their products on Amazon’s site.

How does search work?

Amazon uses what is called an A9 private algorithm (some people differentiate between A9 and a newer A10 version) that decides how products are shown in search results. The algorithm considers keywords to decide which results are most relevant and thus are to be displayed first. Another factor that plays a crucial role in the results’ listing is sales conversion. Because Amazon is a business, the A9 algorithm naturally promotes results that have good sales history (Breslin, 2021).

Amazon aims at connecting shoppers to the most relevant and accurate results, so their algorithm also considers customer reviews, sustainability of sellers, delivery time, and competitive prices (Baldwin, 2020).

The results’ visibility is also related to Amazon PPC (Pay Per Click). The latter is an “auction-style system where advertisers bid on keywords” (The Badger, 2022). When users search Amazon by keyword entries, the relevant keyword results listed first are usually to the sellers with the highest bids.

Another aspect to also consider is the click-through rate of items. This is usually affected by the visual presentation of the products listed, since customers will click through items that look appealing (Dune, 2022).

Some say that in the newer A10 version, the algorithm focuses more on relevance and accuracy of the products rather than promoting the ones that are more profitable. As such, positive feedback and reviews are reinforced.

Takeaways

• Amazon's results/sponsored ads and listings are pushed over to us even before we search for anything.

• Amazon Basics products are always at the top of the feed even before the bestseller results.

• A lot of conversation provides sellers with advice on making their products more visible and building more sustainable businesses.