5 Things You Shouldn’t Focus on to Improve Your Amazon Rankings

If you’re trying to grow your Amazon business, focusing on the wrong things will inevitably hold you back. At Ecommerce Intelligence, we’ve launched over 800 products, sold 1.4 million units, and secured 400+ Amazon’s Choice badges, so trust me when I say we know what works and what doesn’t. In this video, I break down five common mistakes sellers make when trying to boost their rankings and why avoiding these can help you scale faster and more cost effectively. 

Review Volume Won’t Get You Ranked

Many sellers believe that more reviews mean higher rankings. I can tell you this isn’t the case. While review scores do impact conversions, the total number of reviews actually has diminishing returns after around 25 to 30. Whether you have 50 or 5,000 reviews, it won’t affect your Amazon SEO. What matters the most is maintaining a high score and ensuring your product meets customer expectations.

Day-to-Day Sales Don’t Matter

Making decisions based on daily sales data is a big mistake. Amazon’s data is delayed by 48 to 72 hours anyway, so what you see today doesn’t really reflect your actual performance, meaning sellers who panic and make knee-jerk adjustments will find themselves struggling to test strategies properly. The right way to approach this is to analyse trends over 30 days, using business reports and brand analytics to track your conversion rates, impressions and clicks before making changes.

Being the Cheapest Won’t Help You Win

Too many sellers think dropping prices leads to long-term success, but cutting margins too thin can actually destroy your profitability. Amazon’s fee structures change frequently, so sellers who focus too much on under-pricing often fail to sustain growth. Instead of racing to the bottom, focus on healthy margins and sensible pricing that supports long-term revenue growth.

Ranking #1 for a Keyword Doesn’t Mean More Sales

Just because a product ranks first for a high-volume keyword doesn’t mean it’s making the most money. When we analysed 500 top UK search terms, we found that in 92% of cases the #1 ranking product wasn’t the brand with the most revenue. Instead of chasing rankings, sellers should track brand share and actual sales data by using tools like Helium 10’s Brand Share Monitor to identify which products are driving the most revenue.

Best Sellers Rank is Misleading

Many sellers use Best Sellers Rank (BSR) as a performance indicator, which is a bad idea, mainly due to its constant fluctuation and inability to correlate with keyword rankings. Sellers who track BSR instead of focusing on organic rankings and overall return on investment, often misinterpret their product’s success. The key metric to watch in this case is your sales performance rather than an ever-changing leaderboard.

Amazon success boils down to using long-term data analysis and structured planning to ensure your customers remain loyal. If you want to grow efficiently, stop focusing on these distractions and start making data-led decisions. 

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