What is Quality Score? Quality ScoreReview, Features

Amazon's judgment of the quality of listings is reflected in the form of quality scores. When a new listing is created, there will be a basic score. As the data and historical records increase, the quality score may increase or decrease in the process. Therefore, the quality score of the listing is also a dynamic data indicator. Similarly, the quality score of the listing is a comprehensive indicator, which is affected by many factors.

About Quality Score

The quality score is ultimately calculated for each independent keyword, that is, for the same listing, different keywords have different quality scores. From this perspective, each keyword has its own independent ecosystem. Understanding the concept of quality score, we can understand why some sellers bid high but do not rank high when placing ads, because their quality scores are low.

Influencing factors

The quality score includes three elements: product keywords, product information details and user search intention. In addition to these three elements, the core factors affecting the quality score are clicks and click-through rate. Clicks refer to the total number of clicks on your listing, and click-through rate is a percentage, which refers to the ratio of clicks to exposure.

Calculation method

In the system, the quality score is generally calculated based on 10 points. The platform will dynamically sort all the advertising listings in the system and calculate the quality score. In other words, your quality score is not only a reflection of your own listing, but also refers to the performance of your competitors' listings.

Specific measurement indicators

1. Natural order volume

This is the most important indicator for Amazon to measure the quality score of a listing. This is not difficult to understand, Amazon also needs to make a profit. The more sales, the more commissions Amazon can earn. The higher the sales, the higher the sales ranking will be.

2. Review rate

Many sellers, especially new products, think that it is okay to have one or two orders in the early stage of evaluation. In fact, it is not. The number of orders in the early stage is very small. However, your order volume is also small, which leads to an abnormal review rate of your listing!

3. Click-through rate

This is an important indicator to measure whether a listing product is attractive and popular with buyers, which is one of the reasons why some sellers are willing to manipulate this to improve the quality score of the product. Because the click-through rate can improve the quality score of the product to a certain extent.

4. Number of shares

Another indicator that reflects whether a product is popular. At the same time, it is also an indicator that is particularly easy to be overlooked.

5. Collection

6. Add to cart quantity

7. Conversion rate

8. Number of reviews and star rating

The above 8 factors are some important indicators that affect the quality score of listings. A good performance of any of these indicators will lead to a higher quality score of listings .

Optimization direction

1. Main picture: white background and at least one side is larger than 1000 pixels. The picture shows the most distinctive selling point of the product to attract users to click.

2. Title: The core keywords should be placed in front.

3. FBA: Whether the product is shipped by FBA and provide a good user experience.

4. Number of reviews and star rating: The minimum requirement is 3-5 reviews, the average star rating is recommended to be above 4 stars, and the review content should be at least 1 about 400 characters and include pictures or videos. If the promotion budget is sufficient, it is recommended to have at least 10 reviews and include videos to eliminate users' doubts when browsing the listing and promote orders.

Example

Assume that there are three sellers A, B, and C. For the same keyword, their bids are $1.80, $2.00, and $3.00, and their quality scores are 10, 7, and 4, respectively. In this case, what is the ranking of the ads? A's ranking score is 1.80*10=18, B's ranking score is 2.00*7=14, and C's ranking score is 3.00*4 = 12. Therefore, although A's ad bid is low, it will eventually be displayed in the first place, followed by B and C. This shows that it is not the case that a high bid can lead to a high ranking.

Myth

Are BSR or category top product quality scores necessarily high?

Listing quality score is a comprehensive indicator, with the number of natural orders accounting for the largest proportion. Category BSR or TOP product sales are relatively high, but BSR is a dynamically adjusted indicator. Some products can still reach BSR in the short term through intervention. In the process, informal operation factors will reduce the BSR quality score. Therefore, the BSR quality score is not necessarily high. I hope everyone understands this misunderstanding.

Listings with absolutely high quality scores are Amazon's own products: Amazon Basics . At the same time, relatively high listings are products that have long dominated the category's BSR or TOP products.