In this blog, Marketplace Specialist Fabian Booijen shares his knowledge and hands-on experience from the field. Not just theory, but practical insights based on what truly works on marketplaces like Amazon and bol.

How does ranking work on Amazon and bol?

At their core, both platforms work in a very similar way. You need strong content so the algorithm understands what your product is about. That is step one.

After that, it is mainly about performance. In other words: how many people see your product, how many click on it, and how many actually make a purchase.

Here is a simple example: imagine your product gets a lot of views but very few orders. The algorithm will assume that your listing probably is not relevant or appealing enough to shoppers. Meanwhile, a seller with fewer views but a higher conversion rate will be seen as more relevant and will eventually rank higher in the search results.

On Amazon, content plays a slightly bigger role in ranking, with elements like bullet points and hidden search terms, also known as backend keywords. On bol, the structure is a bit simpler. But in the end, both marketplaces focus on performance. Is your product the one customers choose, or do they pick your competitor instead?

Why am I not visible for important keywords?

High-volume keywords attract a lot of searches, but also a lot of competition. You are competing with sellers who have often been active for years and have already proven that they generate orders.

That means you need to find your way in between them.

This does not happen all at once. You need to build it step by step. First, you need to generate orders. Then, you need to make sure your conversion rate is strong and that you collect positive reviews.

Once you show that your product performs better than your competitor’s, your ranking will naturally improve. But that takes time and data.

How do I improve my organic ranking?

In essence, it is quite simple: by growing.

Once your product listing is properly optimized and your first orders start coming in, you will often notice movement fairly quickly. Every sale helps. The algorithm sees that customers are choosing your product and will start showing it more often.

From there, it is mainly about maintaining momentum. Keep generating sales, keep optimizing your listing, and make sure your conversion rate stays strong.

What role do reviews play in ranking?

Reviews are incredibly important.

For the algorithm, reviews show whether customers are satisfied, which helps improve your ranking. For consumers, they are often the deciding factor.

If someone sees a product with poor reviews, they will usually scroll past it immediately. On the other hand, a product with many positive reviews creates trust and increases the likelihood of a purchase.

Many consumers also genuinely read reviews in detail. In a time where AI can optimize almost everything and brands can make the perfect promises, shoppers are looking for authenticity and real experiences from other customers. They want reassurance and want to know whether there are any hidden downsides. Strong reviews remove that uncertainty, and you can directly see the impact in your conversion rate.

How does inventory affect my visibility?

Inventory is more important than many people realize.

If your product goes out of stock, everything comes to a halt. No sales means no data, and without data, your ranking starts to decline. In the meantime, customers will turn to your competitors, making their position even stronger.

Low inventory can also limit your revenue. If customers want to order more than you currently have available, you are missing out on potential sales.

The most important factor is continuity. You want to be able to deliver at all times so your sales keep coming in and your growth continues.

How important is click-through rate for ranking?

Your click-through rate shows how appealing your product is within the search results.

A high number of impressions without clicks is not a good sign. The algorithm will assume that the product is not attractive or relevant enough to shoppers.

And even if people do click but do not buy, that also works against you.

Marketplaces want to show consumers the best possible option. That means products that receive a lot of clicks and convert well into sales are given priority.

Why did my ranking suddenly drop?

There can be several reasons for this.

Sometimes it is something relatively simple, such as a negative review, a price increase, or losing the Buy Box.

But external factors can also play a role. Maybe a competitor has started advertising more aggressively, lowered their prices, or is simply outperforming you. It is also possible that the platform updated its algorithm, shifting more focus toward certain ranking factors. If your product performs poorly on those points, your ranking can suddenly decline.

Seasonal trends also have an impact. Products like Christmas items naturally experience peaks and slow periods throughout the year.

So when your ranking drops, the key question is: what changed? Was it something within your own listing and performance, or were external factors involved?

So, why aren’t your products being found?

In the end, it all comes down to this: the algorithm needs to trust your product. And that trust is built through strong content, solid performance, and consistent sales.