If you are new to Amazon’s platform and are trying to understand how to organically rank for your listing on a special set of keywords, then you’ve probably come across the term Search Find Buy (which more ppopulary is defined by the acronym SFB). The phrase means exactly what it sounds like: Search for a product using a special string of keywords, FIND the product you are looking for from the keyword SERP, then BUY that product. It’s the most straightforward and most effective way of organically ranking your product for your target keyword phrase.
And because the technique is so powerful in driving Amazon’s algorithm, it is a strongly encouraged method to utilize when you are launching a product on Amazon.
Getting a bunch of strangers to traditionally follow the search-find-buy technique can be a very daunting task. This is particularly true if you aren’t ranking well on the keyword. So, say your company sells rain boots for women. And that’s the keyword phrase you want to target. Not “galoshes for women” nor “women’s rain boots.” As a seller, your decision to target this specific keyword phrase should be the direct result of product relevancy, competition, and popularity. Once you’ve established this and honed in on the targeted keyword phrase “rain boots for women”, you then have to get as many customers as feasible to search for that keyword phrase on Amazon, find your listing, then purchase said product. This not only means acquiring enough customers to help move the product up the pages; it also means training customers on how to do it. (Not an easy feit).
If you are only indexed for said keyword (not ranked), it will take a lot of time and patience for a customer to find your detailed page on the SERP that probably has thousands of other products ranking for that same keyword. This can become a daunting and tedious task for others, which is why some Amazon merchants choose other techniques to launch and rank their amazon product.
Other options include using 2-Step or Super URLs, Chatbots, third-party discount platforms, or ranking services like Rankbell - all of which have their pros and cons.
Having a well-optimized listing with valuable keywords is not enough to start selling on Amazon. That’s because you are competing with PPC and other organically-ranking products just like yours. Best practice is to only do Search Find Buy for your products if your detailed page is showing up on the first three pages for the keyword you’re targeting. Otherwise, customers aren’t willing to scan incessantly through page-after-page just to find your specific product.
This is why sellers have skirtailed around this issue by imposing different ways to fast-track their product to Amazon’s coveted real estate.
Regardless of the method you use, you need to get people into your SFB funnel. This usually is implemented via Facebook Ads, Google Ads, or an email blast (should you have gen leads to do so.)
In your ad, a landing page, or a ManyChat flow, you can offer your customers a generous discount for buying your product. Technically, you can do this without a discount, but you’ll have far fewer people willing to go and find your product and buy it. Remember: it’s all about training your customer base to act on a set of steps to help you organically rank. Thus, chat flows like Manychat provide specific instructions on how to recreate SFB by negotiating discounted (or often free) products. Take heed, though, that there are a lot of scammers out there that can take advantage of your facebook funnels and here’s exactly how they do it.
2-step URLs (or Super URLS) have been around for ages. Essentially, these codes act like SFB in that the keywords you are going after are embedded in the URL along with your ASIN. Thus, if a customer clicks on your URL code, Amazon reads it as “someone was searching for this ASIN with this set of keywords.”
While in past years, these advanced URLs have proven to be very effective, their efficacy rate has dwindled. While they are still implemented in many campaigns, Amazon is able to track them and give less credence to their value because they know it isn’t a REAL SFB process. We aren't suggesting to forgo them completely, but just be aware that they won’t influence the algorithm quite like organic search-find-buy.
Why Rebaid Works… But Only If You Use It Properly
Rebaid is a third-party discount service that allows you as a seller to promote your product at a discount.
According to Rebaid, customers are attracted to this platform because they can find steep discounts that they wouldn’t normally find on the regular pages of Amazon. So, insead of purchasing a “non-leak sippy cup for kids” on Amazon, they turn to Rebaid to find the right product at a discount.
Rebaid’s platform works in the following ways: A customer comes to the site looking for “non-leak sippy cups for kids” and a results page will pop up from that criteria with a discount for each product available under that keyword. If the customer is interested, they will click on the link that will send them directly to the detailed page of your Amazon product/business. The customer purchases that product at full price and then Rebaid redeems the customer with the difference between the actual price and the negotiated lower price.
And that system works great because the customer is literally picking the keyword phrase to be associated with the purchase on Amazon. This isn’t much different than using a 2-step URL. The customer chooses the phrase “leak proof sippy cup for kids” and when the person purchases that item on Amazon, the algorithm picks it up as an organic search for the phrase associated with the product, thus increasing your rank.
On Amazon, the title of the detailed page holds the most weight in terms of power, ranking, and relativity. Thus, the MAIN KEYWORDS you should be focused on ranking for should always be in your title.
The problem is that, when an Amazon or Walmart seller goes to sell their units on Rebaid, they often go after a completely different set of keywords than those listed in the title of their DP. This is completely ineffective for ranking purposes. Why go after a keyword phrase on Rebaid that won’t help you rank for your product on Amazon? The two are directly correlated.
If you happen to already be ranking for a keyword phrase that is not in your title and want to use that phrase on Rebiad, our suggestion is to change your title so that it contains the search terms you are going after. This gives your listing more “juice” for ranking.
While Rebaid is a fantastic platform for customers to enjoy discounted products, the app is actually designed to support ecommerce sellers. When used correctly, Rebaid can do wonders with helping your product push up the top pages of Amazon.
However, it is crucial that you understand how the system works and how that pertains to Amazon. A keyword phrase that is highly sought after on Rebaid does not mean that it is highly sought after on Amazon. And if your listing doesn’t even contain that keyword throughout the copy (particularly in the title) you have inherently missed the purpose of using Rebaid as a ranking and launching tool.
Whether you decide to use chat bot flows, facebook ads, launching services, or third-party discount tools, it’s incredibly important that you know how to properly use them. Otherwise, you’ll waste a lot of money and time giving away cheap products with no movement on your ranking position.
