[ BDSN ] 🗺️ Use maps to sell more on Amazon

In partnership with

Reach 27,500+ engaged sellers
Advertise in BDSN 

🗺️ WHY GEORANK is CRITICAL for AMAZON SELLERS

Georank refers to the variability of an ASIN's keyword ranking across different geographic locations within a marketplace. This concept challenges the long-held assumption that keyword rankings are uniform across a national marketplace.

Despite its significance, most Amazon sellers have yet to incorporate geotargeting into their ranking strategies. Many rely on outdated beliefs or generalized assumptions about how Amazon's algorithm functions, leading to missed opportunities.

Why Georank Matters: A Competitive Edge

Georank variability reveals untapped opportunities for growth. For example, if your product ranks highly in one region but poorly in another, targeted strategies can improve performance in weaker areas, increasing overall sales and visibility.

The Myth of Georank Normalization and Skepticism

Geotargeting is not new. But Amazon using georanking is relatively new. And not understood by most sellers and they don’t know how to geotarget for success..

Some industry thought leaders believe that georank variability is temporary, asserting that as an ASIN gains traction, keyword rankings stabilize nationwide. However, this is based on opinion, not data, and further investigation by Marie O’Shea and her team have revealed no empirical evidence supporting georank normalization.

Evidence Supporting Georank Variability

1. Clean and Clear Case Study (ASIN: B00027DDOQ):

   • Age: 10+ years

   • Monthly Sales: 7,000+ units

   • Keywords Reviewed: 21 across 532 locations

   • Findings: No normalization observed; rankings varied widely. For example, the keyword "acne treatment" ranged from organic #1 to #196 across different zip codes.

2. Amazon’s Accelerate 2023 Announcement:
   At Accelerate in September 2023, Amazon revealed it subdivides marketplaces into micro-markets, each with unique demand curves, logistics, and product mixes. This ensures that georank variability is inherent to the marketplace structure.

3. Data Across Five Markets and 7,000+ ASINs:
   Four years of testing in multiple markets demonstrated persistent georank variability, even for high-performing ASINs with established sales histories.

Despite Clean and Clear’s robust sales of 7,000+ units/month, georank variability presented untapped opportunities for optimization. By targeting weaker regions with geo-optimized strategies, significant sales growth can be achieved.

Georanking Myths and Misconceptions

• Myth 1: Georank normalizes with sales.
  Evidence disproves this claim, as variability persists regardless of ASIN age or sales volume.

• Myth 2: Georank is determined solely by inventory.
  While inventory placement influences georank, local demand signals play a more significant role, which sellers can directly impact.

• Myth 3: Sellers cannot affect georank.
  Marketing strategies such as geo-targeted campaigns can significantly influence georank.

• Myth 4: Old techniques like giveaways don’t work due to georank.
  Strategies like giveaways, Search-Find-Buy, and influencer marketing remain effective when adapted to georank principles.

FORI and TORI: Ranking Impact Explained

• First Order Ranking Impact (FORI):

  • Directly tied to clicks, visits, cart adds, and purchases resulting from on-Amazon searches.

  • The strongest ranking signal, localized to specific regions.

  • Primary focus for boosting georank.

• Third Order Ranking Impact (TORI):

  • Influenced by secondary factors like Best Seller Rank (BSR) and inventory placement.

  • Affects all indexed keywords for an ASIN but with weaker "rank-juice."

  • Can provide incremental boosts to weaker locations.

Practical Strategies to Leverage Georank

1. Geo-Targeted Marketing:

   • Use tools like TikTok's DMA regions or Pinterest's geo-location targeting to focus ads on weak georank locations.

   • Optimize Google, Facebook, and Instagram campaigns for regional performance.

2. Amazon DSP Campaigns:

   • Combine geo-targeting with remarketing to reach audiences in underperforming regions.

3. Keyword Georank Analysis:

   • Regularly run georank reports to identify weak areas.

   • Tailor campaigns to improve performance in specific regions.

4. Localized Inventory Management:

   • Influence Amazon’s inventory placement by driving demand in targeted areas.

The 2025 Opportunity: Early Adoption

Most Amazon sellers remain unaware of georank's impact, creating a unique opportunity for early adopters. By incorporating geo-targeting into your ranking strategy, you can outpace competitors and maximize your product's visibility across all regions.

Next Steps:

1. Run georank analyses for your ASINs.

2. Implement geo-targeted marketing campaigns.

3. Monitor and adjust strategies based on location-specific performance data.

Adapt now, and turn georank variability into a competitive advantage.

🥷 NINJA WAY to CAPTURE your TARGET CUSTOMER

Last September 4,000+ Amazon folks congregated in one place in Seattle, WA: the Seattle Summit Convention center. Many of these people have never heard of this BDSN newsletter, and they are all perfect candidates for me to introduce it to.

That’s right, thousands of my ideal avatar were all in one place! How did I capture a lot of them without buying a $50,000 booth sponsorship or hosting an expensive party (The Sellers Circus party one of the nights cost about $85K)?

I used an inexpensive new self-serve tool called Qujam (works in USA only) to anonymously capture almost every person attending Amazon Accelerate.

To do this I created a virtual fence around the Seattle convention center. When someone walks into my virtual fence with their mobile device, they become part of my audience and I can start serving ads to them.

Geofence advertising uses GPS technology to allow marketers to deliver targeted ads to potential customers who have been physically present at a selected location. It works by setting up a virtual “fence” around a specific geographic area.

In America, 90% of phones have GPS enabled in the background. This is what allows users to track their location and use maps. When a GPS-enabled device enters the location, its device ID is collected and added to a list of potential targets for advertising campaigns.

Qujam’s platform offers three forms of advertising: banner ads that can show up on mobile apps and websites, OTT CTV (over the top and connected TV), which includes streaming apps, and video pre-rolls.

Examples of these include ads that run before news clips or videos on blogs. Currently, Qujam can run ads through hundreds of thousands of publishers across over 50 exchanges.

As an Amazon seller, here’s an example of how you can test this for a few hundred bucks for your product:

Let’s say you sell hidden flasks so you can sneak alcohol into events. The product picture below are flasks disguised as tampons. You could geofence a college or NFL football stadium with 70,000-100,000 fans, many who are underage college students trying to sneak alcohol into the stands - the perfect customer for your product.

The possibilities are endless. Dunkin’ Donuts does it to target Starbucks customers for example. It’s more common than you think - you just did not know how to do it. Now you do.

Turn your Shopify brand’s email marketing into a profitability engine

• Increase welcome flow revenue by 50%

• Generate 15% more repeat purchases

• Send shoppers to branded storefronts with a 20% conversion rate

Effortlessly optimize your lifecycle marketing

🔎 SEARCH RANK FACTOR STACK for AMAZON SELLERS

According to DeepM co-founder Brian Johnson, Amazon’s A9 algorithm adjusts its Search Rank Factor (SRF) stack based on the product’s sub-category or search niche.

Here’s a breakdown of primary and secondary factors Amazon sellers should consider to boost their search ranking:

Primary Influencers:
➕ Relative Conversion Rate: Conversion rate compared to competitors
➕ Relative Sales Velocity: Speed of sales relative to other listings
➕ Relative Title SEO: How well your title is optimized for relevant keywords.

Secondary Influencers: 
➕ Content Optimization: Ensuring precise and compelling product content
➕ Unit vs. Order Sales Velocity: Tracking volume of units sold versus total orders
➕ Search-node Relevance: Relevance of the product in specific search categories
➕ Price: How competitively priced your product is.
➕ Shipping Speed: The speed of delivery options offered
➕ Prime Eligibility: Availability of Prime shipping
➕ Review Counts & Ratings: Quantity and quality of reviews
➕ Image Quality: High-quality, informative images
➕ Engagement Rate: How well your listing engages viewers
➕ Consumer Behavior Signals: Data from shopper interactions
➕ Other Unpublished Factors: Over 20 additional metrics Amazon does not disclose.

Key Insights for Amazon Sellers

1. A9 Influencers (SRFs) are Comparative, Not Absolute: These factors are relative and must be measured against competing listings to gain rank.

2. Niche-Specific Optimization is Essential: While keyword-rich titles and PPC campaigns help, only sellers optimizing all controllable SRFs will truly excel. Focusing on multiple SRFs instead of just the basics leads to better results.

Brian talks about his amazing new ranking analytics SaaS tool in the podcast above (a MUST LISTEN for all 7, 8 and 9 figure sellers), and will be presenting all about the A9 on the Freedom Ticket monthly webinar December 4 at 2pm EST.

🔭 YOU GOTTA SEE THIS TOO

You don’t have to be smart to make big money!

According to a Swedish study, the top 5% of earners in the world are slightly less intelligent than those just below them on the economic ladder.

In this video, Steve Chou breaks down exactly why people who are likely dumber than you are killing it in business.

Then, at the end, he shares the secret of success that he learned from running my own businesses.

Smart People …

• Tend to rationalize

• Are afraid of looking stupid

• Overestimate risk

• Never think they know enough

✌🏼 See you again Thursday …