Understanding Amazon Best Sellers Rank: A Comprehensive Guide for E-commerce Brands

Elise Jackson

Post details

  • AUTHOR: Elise Jackson
  • CATEGORY: Amazon Operations
  • DATE: 22/06/2023

Amazon selling 101: visibility is super important for sales!

This is the same for pretty much anyone selling any product anywhere. But how do you gain visibility on Amazon and who decides if you should gain more visibility?

One key metric that can significantly impact your success on the platform is the Amazon Best Sellers Rank (BSR). Let’s dive in.



What is Amazon Best Sellers Rank?

Amazon Best Sellers Rank (BSR) indicates a product’s popularity within its specific category on Amazon. The top-performing product in a category will have a BSR of #1. It offers valuable insights into how well a product is performing in comparison to others in the same category. If the BSR is high enough, the product will appear in the Best Sellers list.

To put it simply: A higher BSR reflects robust sales, while a lower BSR suggests slower sales. Customers tend to perceive products with higher BSR as trustworthy and reliable, leading to increased confidence in their purchase decisions and therefore more visibility for your brand.

When customers are browsing and selecting products on Amazon, BSR frequently becomes a reference point.

Amazon’s search algorithm incorporates BSR as a crucial ranking factor, ensuring that popular products receive prominent placements in search results.

So, by optimizing your BSR through effective strategies, you can attract a larger customer base and outperform your competition in the marketplace.


What is a good Best Seller Ranking on Amazon?

While there is no definitive answer to what a ‘Good Best Seller Rank’ is, it can generally indicate a strong sales performance compared to other products in the same category.

The specific range of what constitutes a strong ranking can vary depending on the category and level of competition. In highly competitive categories, it might be in the top 1% or even the top 0.1% of products.

However, in less competitive categories, a good ranking could still be achieved with a ranking in the top 10% or top 20%. It’s important for sellers to analyze the rankings of their direct competitors and consider factors such as sales volume and category dynamics to determine what would be considered good for their specific product.

The ranking is updated hourly and reflects the popularity and sales velocity of a product compared to others in its category.


How is Amazon Best Sellers Rank Calculated?

Good question! Amazon calculates the Best Seller’s Rank by analyzing sales volume over the past 2 year’s sales events of an ASIN or product.

Recent sales impact the score more than older sales history, and the algorithm updates scores several times a day based on this data. Although the precise algorithm used for this calculation is undisclosed, it takes into account various factors.

  • Sales velocity and performance over time

The speed and volume at which your product sells play a pivotal role in the calculation of your Amazon BSR!

It’s not only about the number of sales but also the consistency and frequency at which those sales occur because this indicates that your product is in-demand and resonating with customers. This plays more of a factor than historical sales, although Amazon considers the historical sales data to assess the overall performance and marketability of your product.

Consistent sales over time demonstrate the sustained appeal and desirability of your product.

  • Competitor Performance

In addition to your product’s individual sales, Amazon also compares its performance to that of similar products in the same category.

Outperforming your competitors in terms of sales shows that your product stands out and is preferred by customers over alternatives, thereby boosting its visibility and ranking.

  • Sales Rank Fluctuations

BSR is not a static metric and can experience frequent fluctuations. Amazon recalculates and updates the BSR for products regularly, often on an hourly basis, due to changes in sales activity.

If your product experiences a surge in sales, its BSR will improve. Conversely, a decline in sales can result in a lower BSR. Therefore, it is important to monitor your sales rank and adapt your strategies accordingly.

Example of Amazon Seller Ranking Fluctuation

While Amazon has remained mysterious about how they calculate this, you can make some rough estimations based on observation and data analysis. By monitoring a product’s BSR over time and tracking its sales performance, you can gain insights into the sales volume required to achieve and maintain a certain BSR range.

Additionally, you can also analyze the BSRs of similar products within their category to get a sense of the sales levels necessary for particular ranks. Keep in mind that these estimates may vary due to factors such as seasonality, promotions, and changes in the competitive landscape.


Difference between Amazon BSR and Organic Ranking

One common area of confusion for many people relates to understanding the distinction between Best Seller Ranking (BSR) and Organic Ranking on Amazon. This distinction can sometimes be unclear, but it’s important to recognize that BSR actually plays a significant role in determining organic ranking.

BSR is essentially a metric that measures a product’s popularity and sales performance within its specific category on Amazon. The higher the BSR, the greater the likelihood that the product will appear at the top of organic search results. This visibility at the top of search results can attract more organic traffic and potential customers.

On the other hand, organic ranking refers to the position of a product in Amazon’s search results without the influence of advertising. It is solely determined by Amazon’s algorithm, which takes into account various factors such as sales velocity, conversion rate, customer reviews, and even ad campaigns. These factors collectively contribute to determining a product’s visibility in organic search results.

Therefore, understanding the relationship between BSR and organic ranking is crucial. A high BSR can significantly improve your product’s organic ranking, leading to increased visibility, more organic traffic, and potentially more customers. By focusing on factors that impact both BSR and organic ranking, such as optimizing sales performance, enhancing customer satisfaction, and maintaining positive reviews, you can enhance your chances of achieving better organic search results on Amazon.


Where Can I Find the Amazon Best Sellers Rank for a Product?

Want to check out the competition? Well, to find the BSR for a product, scroll down to the product details section on the Amazon product page.

There, you’ll find the product’s category ranking and its position among best sellers in that category.

When viewing the product listing, the BSR is often displayed in the form of a numbered rank in the product information section. This gives you an instant snapshot of how well the product is performing within its category.

Finding BSR on Amazon Product Listing


Tools for Tracking Amazon Best Sellers Rank

When it comes to tracking and monitoring Amazon Best Sellers Rank (BSR), there are several third-party tools and resources available that can assist you in gaining valuable insights and making informed decisions about your product strategy.

These tools provide a range of features and functionalities to help you stay on top of your BSR performance and analyze trends over time.

  • Jungle Scout: offers a comprehensive suite of features, including BSR tracking, monitoring, data tracking and trend visualizing + more.
  • Helium 10: provides a BSR tracker to monitor your product’s rank across different time frames, change tracking, performance comparison, keyword research and listing optimization + more.
  • AMZBase & AMZScout: offer tracking capabilities, competitor analysis, and keyword research for optimizing product listings.


Strategies to Improve Amazon Best Sellers Rank

Essentially, more sales = best seller rank. So, you need to look at ways how you can optimise your sales to achieve the coveted ranking. Here’s what our experts say:

1. Optimize Product Listings for Better Visibility

We can’t stress enough the importance of creating a compelling product listing! It helps with so many different factors on Amazon.

You should optimize your listing with accurate titles, robust descriptions, high-quality images, and relevant keywords that can significantly improve your searchability and conversion rate!

2. Utilize Advertising Campaigns Effectively

Strategic use of Amazon’s advertising tools, such as Sponsored Products and Sponsored Brands, can drive targeted traffic to your product, increase sales, and enhance your BSR.

3. Run Promotions and Discounts

Running promotions, offering discounts, or participating in Amazon’s promotional programs, such as Lightning Deals, can help increase your sales velocity.

4. Encouraging Customer Reviews and Ratings

Positive customer reviews and ratings not only influence customer purchasing decisions but also contribute to a higher BSR. Encourage satisfied customers to leave feedback and ratings, as they serve as social proof and enhance your product’s visibility.

5. Leveraging Social Proof and Influencer Marketing

Collaborating with influencers and leveraging social proof through testimonials and user-generated content can create a buzz around your product. This can lead to increased sales, improved BSR, and enhanced organic ranking.


Our thoughts

There is no smart tactic or quick-fix trick you can implement to get a better “Best Seller Ranking”, and we can hear you sigh in frustration when we say this but it is the most important factor: optimize your sales strategy and you will see your ranking grow!

By implementing a range of tactics such as optimizing your product listings, utilizing strategic advertising campaigns, maximizing sales velocity, actively encouraging customer reviews, and leveraging social proof, you can effectively boost your Best Seller’s Ranking.



Frequently Asked Questions

What is Amazon Best Sellers Rank (BSR)?

Amazon Best Sellers Rank is a metric that measures a product’s popularity and sales performance within a specific category on Amazon. The top-performing product in a category will have a BSR of #1.  It helps customers make informed purchase decisions and plays a significant role in determining product visibility and sales.

How is Amazon Best Sellers Rank calculated?

While the exact algorithm is undisclosed, BSR is calculated based on factors such as sales velocity, historical sales performance, competitor performance, and sales rank fluctuations.

What is the difference between Amazon Best Sellers Rank and organic ranking?

Amazon Best Sellers Rank is a metric that indicates a product’s popularity and sales performance, while organic ranking refers to a product’s position in search results without the influence of advertising. BSR significantly affects organic ranking.

How can I improve my Amazon Best Sellers Rank?

To improve your BSR, focus on optimizing your product listings, utilizing advertising campaigns effectively, maximizing sales velocity through promotions and discounts, encouraging customer reviews and ratings, and leveraging social proof and influencer marketing.

How can I track and monitor my product’s Amazon Best Sellers Rank?

You can find the BSR on the Amazon product page and use third-party tools and resources to track and analyze your product’s BSR over time. Regular monitoring allows you to identify trends and make informed decisions about your product strategy.

Need some help?

Are you sitting there thinking “Where do I start?, “How can I improve my sales?”, “I’m still confused!” then don’t worry, we have a team of Amazon experts waiting to help you with any question.

Simply book a consultation or send us a message.




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