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Seller Sessions Amazon FBA and Private Label

Seller Sessions

Seller Sessions is the world's first dedicated marketing show for Amazon FBA and Private Label sellers. No need to pay for expensive courses or overpriced Masterminds. Every week we dive into tactics and techniques that are actionable and delivered in bite sized chunks; FOR FREE!


Feb 15, 2024

Unlocking Amazon's Algorithm with Colin Raja: A Deep Dive into Ranking, Indexing, and Keyword Strategies

In this insightful episode of the podcast, host Danny McMillan welcomes back Colin Raja, a New York-based brand builder who skyrocketed his startup from a modest investment to a million-dollar enterprise within 18 months. The duo embarks on a detailed exploration of Amazon's ranking mechanics, discussing indexing, keyword linking, and the future of Q&A features.

Indexing Insights:

  • Amazon's Evolving Indexing Strategy: Colin demystifies Amazon's indexing process, highlighting the transition from simplistic category-based indexing to a more nuanced approach involving product type, item type, and gender ledger. This evolution underscores Amazon's commitment to refining its categorisation to improve product discoverability and relevance.
  • The Importance of Relevancy: As the conversation unfolds, Colin emphasises that relevancy and conversion rates are pivotal in achieving better rankings. He shares groundbreaking tactics, including leveraging Amazon's AI for semantic matching, which allows products to rank for related keywords without explicit indexing.

Keyword Linking Mastery:

  • Colin unveils his advanced keyword linking strategy, distinguishing between browse keywords and purchase keywords. By identifying and exploiting the intricacies of keyword relevancy and conversion metrics, Colin outlines how to optimise PPC campaigns and achieve significant ranking improvements.
  • The discussion further delves into the use of bigrams and trigrams in creating a scoring system that enhances keyword relevancy and ranking potential. This sophisticated approach enables sellers to strategically position their products in highly competitive niches.

Sunsetting of Q&A and its Implications:

Highlighting an imminent shift in Amazon's platform, Colin predicts the phasing out of the Q&A feature. He advises sellers to capitalise on the current functionalities to enhance product visibility and keyword relevancy, underscoring the dynamic nature of Amazon's algorithm and the need for sellers to stay informed and adaptable.


This episode is a treasure trove of strategies for sellers looking to navigate Amazon's complex algorithm. From the nuances of indexing and the power of keyword linking to adapting to platform changes, Colin Raja and Danny McMillan offer invaluable insights into achieving eCommerce success.

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May 11, 2024
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