What is organic rank on Amazon?
Definition
The position of a product in Amazon search results for a keyword, counting only unpaid results and skipping Sponsored ads.
Organic rank is the position of a product in Amazon search results for a given keyword, counting only the unpaid results. If a shopper searches "bamboo cutting board" and your product is the fifth organic result on the first page, your organic rank for that phrase is page 1, position 5.
The word "organic" matters. Amazon search pages mix regular results with Sponsored Products and other ad placements. Ads are bought, so they say nothing about how Amazon's search ranks your product on its own.
Why organic rank matters
Most shoppers click on the first page of results, and the top rows get the largest share of clicks. A move from page 2 to page 1 for a high-volume keyword can change daily sales more than any other single fix. Organic rank is also "free" traffic: unlike ads, you don't pay for each click.
What moves organic rank
Amazon doesn't publish its ranking formula, but sellers consistently see the same drivers:
- Relevance: the keyword must be indexed through the title, bullets, attributes, or backend search terms.
- Sales and conversion: products that sell well for a search tend to rise for it.
- Availability and price: stockouts and uncompetitive prices quickly pull rank down.
- Shopper signals: click-through rate, reviews, and returns.
Why your rank looks different from mine
Search results depend on the marketplace, delivery location, device, and the shopper's history. Two people can see different orders for the same query. A rank tracker is useful because it checks in a consistent way every time, so the trend is reliable even when one manual search is not.
How AMZTarget tracks organic rank
AMZTarget checks public Amazon search results for each tracked keyword on your schedule. Sponsored cards are skipped, so the number you see is the organic slot only. Keyword tables show changes over 1 and 7 days, and charts show the full history. A dash means the product wasn't found on the first search pages; "Not in search index" means Amazon has no results for the phrase at all.
FAQ
Does AMZTarget count Sponsored positions?
No. Sponsored results are skipped. Rank is the organic position only.
How often should keyword rank be checked?
Daily works for stable products. During a launch, a promotion, or a price war, several checks a day show what changed and when.
What's the difference between organic rank and BSR?
Organic rank is tied to one keyword search. Best Sellers Rank compares sales within a category and doesn't depend on any keyword.