The results are relevant to the keyword

In other words, if someone searches on Amazon using the default category “all”, then relevancerank matters the most. But if someone uses a specific category for their search, then psrank matters the most. So, there are two different sorts of searches.

As an example, a search for dog toys with the category option set to “all” will provide results that have been sorted by relevance. The results are relevant to the keyword. It’s also important to remember that most people search using the default “all” category.

Now, if a search for dog toys was done with the category option being changed to “pet supplies”, the results will be sorted by their best-selling rank. The exact same keywords are used, but a specific category was selected to search with rather than using the default “all” category. This difference in the search provides results that are sorted differently.

Our strategy should include both organic SEO and paid search. However, paid search is more important for savvier Amazon shoppers that change the default category. For example, if you are a beginner shopper, and you don’t really know what you want or even your way around Amazon, chances are you will leave the default “all” setting as is and won’t change it.