How to Improve Brand and Product Visibility on Amazon

With over 350 million products listed, Amazon has established itself as the go-to marketplace for everything from toilet paper to industrial-grade HVAC systems. As a result, it’s also now become one of the most competitive. Consumers and business buyers place nearly nine million orders a day, and vying for eyeballs has become the top priority for sellers on the platform. Despite the fact that more than half of all product searches begin on Amazon, new sellers face an enormous uphill battle, and breaking into this ecosystem can feel like a nearly impossible task.

The truth is that real estate on Amazon is extremely limited. Amazon’s search results are ruthlessly competitive, and the platform is hesitant to spotlight new sellers without evidence of demand or a proven track record of sales. The reality is that visibility on Amazon isn’t guaranteed and requires a diligent approach to break through. 

So how can B2B sellers rise above the noise? Whether your business is new to the platform or you have an established Amazon presence, understanding the underlying drivers of visibility on Amazon will help to increase sales and revenue. Let’s take a closer look at how visibility on Amazon works and how your brand can leverage tools to improve visibility and grow on the world’s largest marketplace. 

How Amazon’s Algorithms Impact Product Purchases

Amazon ranks every product on its platform using a proprietary system known as the Best Sellers Rank (BSR), which determines how well a product performs relative to others in its category. This ranking directly influences visibility, making it a critical factor in whether a product is discovered—or overlooked—by potential buyers.

BSR is updated hourly and reflects both recent and historical sales data. Amazon’s algorithm favors products with a proven track record: high sales velocity, strong customer reviews, and consistent performance. For new sellers, this presents a steep challenge: without a strong sales history or a substantial base of customer reviews, their products are often buried beneath listings from established competitors who’ve spent years accumulating hundreds, or even thousands, of reviews.

The result is that new sellers, especially those launching unproven products, are often buried beneath layers of established competitors who have built their business on the platform over years. Metrics like reviews and sales velocity are essentially trust signals that Amazon uses to determine which listings deserve prime real estate on search results pages.

How to Enhance Brand Visibility in Amazon’s Ecosystem

It takes more than just throwing up a few product listings to gain visibility on Amazon. Your products need to be discoverable. As discussed, Amazon’s algorithm rewards performance, and that can be engineered through a combination of high-quality listings, smart advertising, promotional tactics, and customer engagement.

High-quality Product Listings

Amazon heavily weighs the quality of product listings against each other in order to determine rankings in search results. Listings that feature 6–7 high-quality images, 5 keyword-rich bullet points, A+ content, and a compelling brand story are far more likely to earn favorable placement. Amazon’s algorithm is designed to prioritize listings that provide customers with the information they need to make confident purchasing decisions. The more complete, relevant, and visually engaging your product page is, the better your chances of climbing the ranks.

What’s more, regularly updating your product content can signal to Amazon that your listings are actively maintained. Even minor refreshes can help re-engage the algorithm and improve visibility. Meanwhile, expanding your catalog increases your chances of success. While not every listing will be a hit, each one is an opportunity to capture a different segment of demand in Amazon’s vast marketplace.

Smart Advertising 

Concentrating ad spend on select products can dramatically improve their BSR. Sponsored Product Ads, Sponsored Brand placements, and even video ads can help secure valuable real estate on search results and product pages. Advertising against similar products ensures your listings appear in competitive contexts, while Amazon’s DSP and Sponsored Display campaigns allow for retargeting both on and off the platform. The key is to use ads not just for direct sales, but to accelerate organic ranking by boosting conversion velocity.

Promotions

Everybody loves a good deal, right? It turns out that running discounts, coupons, and limited-time deals can signal momentum to Amazon’s algorithm. These promotions often lead to short-term spikes in sales, which can improve your product’s visibility long after the discount ends. Regular price drops and strategic coupons are especially effective during launch phases or seasonal windows when buyers are primed to act.

Additionally, you may want to consider driving traffic from outside Amazon, such as emailing your existing customer list with links to your Amazon listings. This can help build early traction on the platform. Amazon rewards listings that convert well, regardless of where the traffic originates. 

Offer Business/Bulk Pricing

Oftentimes, B2B buyers want to make purchases in bulk. Or they expect to get a special business price that’s not necessarily available to non-business buyers. By offering these, you can not only attract serious business buyers, but you can drive larger purchases. 

And, when you offer a 5 percent or larger discount, Amazon can mark your product with a blue badge, which appears in search results only for B2B buyers, giving you special visibility on the channel. 

Customer Engagement 

Amazon wants to see its sellers engaged with its buyers and potential customers. For example, Amazon also allows sellers to send follow-up emails to customers who’ve left negative reviews, replacing the older method of public responses. This private outreach can help resolve issues and potentially lead to updated reviews, improving your overall rating and credibility.

Additionally, product inserts inside packaging can encourage customers to reach out with issues, reducing the potential for negative reviews. Inserts can also prompt buyers to leave feedback, which is essential for building trust.

Leverage Amazon’s Vine Program

For new product launches, Amazon’s Vine Program offers an effective shortcut to credibility with Amazon’s algorithms. Sellers can offer products for free to Vine Voices, trusted reviewers selected by Amazon, in exchange for honest feedback. As of 2025, sellers can receive up to 30 reviews through Vine, even before a product gains traction. These early reviews provide social proof, improve conversion rates, and help new listings climb search rankings faster.

Engineer Your Way to Visibility on Amazon

In Amazon’s hyper-competitive marketplace, visibility can be the difference between a product that sells and one that stalls. For B2B sellers especially, the real estate is shrinking as more B2B firms realize the revenue potential that Amazon offers.  

If you need help accelerating your Amazon strategy, Enceiba is here to help! Enceiba’s top Amazon consultants specialize in helping B2B brands navigate the platform’s complex environment, unlock visibility, and drive measurable growth. Whether you're launching your first product or scaling an entire catalog, contact us to help your products perform on the world’s largest marketplace.