Relevancy (or “relevance” in correct English) is a ranking factor given by Amazon to your AMS (Amazon Marketing Services) campaigns. Based on this, your ads may or may not appear for the keywords that you are bidding for.
The definition of the relevancy/relevance score is a well-kept secret within Amazon. They have decided not to make public the formula to calculate it. Furthermore, they haven’t made public the rank or score that your campaign is given (personally, I believe they don’t know themselves how exactly it is calculated – for those from Amazon reading this… well… prove me wrong).
The easiest and closest way to mastering relevancy on Amazon is creating a Relevancy Sheet.
How to make a Relevancy sheet:
1. Enter any keyword in Amazon search bar.
2. Open the randomly seller present in top 10 of Page 1.
3. Then go the product description and open the subcategory of that product, then Amazon moves to you in the best sellers.
4. Run X-ray extension and sort out by sales.
5. Pick up the 10 relevant ASINS of your product and run Cerebro.
6. Apply filters on cerebro i.e,
Minimum Volume: 100
Position Rank: 1 to 30
Word Count: 2 to 4
Ranking competitors count: Min 3
7. Download keywords in Excel sheet.
8. Use Relevancy formula
=countifs(Range D1 to D10, “<30”)
9. Delete those keywords which have relevancy score less than 5.
10. After this, remove the plural keywords also.
Remaining keywords from your Relevancy Sheet should be used in your listing and PPC campaigns.
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