Improving Organic Ranking within Amazon's A9 Algorithm

Student: Roselli Alfredo leone

Faculty: St.Petersburg School of Economics and Management

Educational Programme: Management (Bachelor)

Year of Graduation: 2021

Amazon, one of the largest ecommerce platform forms in the world, has a problem in its reporting. Expensive software tries to shoot the gap, but comes up short. There is an effect that PPC campaigns have to raise the organic ranking of products and in effect results in sales, however, no one is able to quantify by how much. This paper uses a case study to attempt to shoot the gap and come up with actional ways to calculate this Total Advertising Cost of Sale (TACOS) number, this process is what can be replicated to help brand owners and private label seller alike get a better understanding of the impact that PPC is having on their overall ranking in the platform and in the ways in which continued spend can help raise the sales sales on the platform.

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