The better a product ranks to a keyword, the more likely it is to be found and possibly bought by customers on Amazon. However, the rankings of products on Amazon to certain keywords are subject to permanent fluctuations – the SERPs are more or less volatile. With the AMALYZE Pulse function in Shield it is now possible for the first time to really measure the SERP volatility within the main Amazon categories and answer the question: Is it my fault that my listings are losing ground, is the market changing massively or is Amazon currently tweaking the A9 algorithm?
Pulse: Free vs. Paid Version
For the Amazon.de marketplace, AMALYZE Pulse is available to you free of charge with a review of a maximum of 30 days to show the SERP volatility on Amazon. The version of this function integrated in AMALYZE Shield (and thus with costs), however, offers you a considerably extended scope of use.
By setting the date, you can have the measurement of the SERP volatility on Amazon retroactively displayed until 20 March 2019 – not only for the German-speaking Amazon marketplace, but also for the Amazon marketplaces UK, FR, IT and ES. This makes it possible for the first time to compare volatility on different Amazon marketplaces and over a much longer period of time to evaluate historical data!
Selection of Amazon Marketplaces
Depending on which of the currently five selectable marketplaces you would like to evaluate the SERP volatility on Amazon for, you can set the corresponding marketplace in the first vertical navigation.
The display of the SERP volatility for the selected marketplace corresponds to the date setting in the upper right corner, and is initially displayed natively for the last 14 days. When you select an Amazon marketplace, AMALYZE Shield first displays a cross-category display. From here, you can change the start date of the viewing until March 20, 2019 at the latest, and/or select one of the main Amazon categories displayed.
Selection of the Amazon Main Categories
As soon as you have selected the Amazon marketplace you would like to examine more closely with regard to the SERPs, the second vertical navigation in AMALYZE Pulse takes you with a click to the presentation of the available Amazon main categories – of course we provide you here with the names of all main categories in the respective national languages.
This feature allows you to make high or low deviations from the standard volatility of the Amazon main categories visible across marketplace boundaries and to compare them visually with each other. In the future, you will be able to draw conclusions much more easily as to whether changes to the rankings of your listings are more likely to be due to your own actions, more likely to have to be evaluated subjectively, or whether an algorithm change might be suggested.
High Deviation from Standard Volatility
High deviations from the norm volatility (in the range of the pulse chart swings) mean that the deviations from the search results (SERPs on Amazon) for certain keywords within the respective Amazon category on the corresponding day are significantly higher than usual on a daily average over the set date period. In concrete terms, this means that there have been more changes in the rankings than is usually the case for the respective category. This can be a sign for an algorithm update.
Please note that the amount of the deviations or deflections related to the zero line (which represents the norm volatility) in the charts will change as soon as you change the date setting, as the calculation of the norm volatility always depends on the selected time frame of the display!
Low Deviation from Standard Volatility
Low deviations from the norm volatility (in the range of the pulse fluctuations of the charts) mean that the deviations in relation to the search results (SERPs) for certain keywords within the respective Amazon category on the corresponding day are significantly lower than usual in the daily average over the set date period. In concrete terms, this means that there were fewer changes below average than was usually the case for the respective category. In such a case it seems on the one hand to be more difficult to work your way up to the top search results with a listing, but on the other hand it is usually easier to stay in the top places.
Please note that the amount of the deviations or deflections related to the zero line (which represents the norm volatility) in the charts will change as soon as you change the date setting, as the calculation of the norm volatility always depends on the selected time frame of the display!
Want more information on AMALYZE Shield?
If you want to know what information AMALYZE Shield, the tool for five European Amazon marketplaces, has in store for you in Keyword Analysis for Amazon, just follow the link, and we’ll show you even more features and functions you’ll need for your business on Amazon.
AMALYZE Shield Live Demonstration
You want to see the whole AMALYZE tool for Amazon in action from the inside without further obligations, let yourself be guided through all basic functions and ask questions? No problem: Just take part in a free live webinar. Follow the link to the dates now.