What I learned: Consumers may start at Amazon for a purchase, but they do not always purchase from that site, as they may use it for education or price comparison. Search rank is how soon or high on the search our products are appearing, and it is also referred to as market share. Thirty-five percent of shoppers click on the first item that appears on the list. Creating "consumer first content" is the best way to win the algorithm: Product description, Customer Reviews, along with video and images.  The search engine results page (SERP) creates better content increasing your SERP rank.  Optimize length of titles, bullet points, and descriptions. Going up one letter grade on the ranking can increase your purchases. Emotional products are where a consumer needs to TRUST THE BRAND before making a purchase. Eighty-two percent of "Emotional" product pages ranked in the top 10 for sales that have A+ content.

Ideas that can be implemented based on learnings:  Stronger e-Content to drive the choice of a preferred product. Use advanced detailed search terms to increase how often we fall in the top three. Achieve the ranking of top 10% to have A+ content: pictures, titles, video, and interactive content. Consider how we are getting the online shopper the information that they normally would be receiving in store.  Utilize below the fold for A+ content, such as videos, comparison charts and add features for smart speaker shopping.