The Amazon virtuous cycle of Discoverability and Buyability are the key pillars to drive up a Brands rank and consequent sale on Amazon. This goes back to the fundamental proposition – Amazon unlike Google is not a search engine. Its customers have come here with the intent to buy –

Ranking high on Amazon is about survival of the fittest. For Brands and Businesses on Amazon it is a critical skill that must be mastered to grow in a harshly competitive environment as the value of Ranking on Amazon’s Page 1 is disproportionate to Sales and commercial success.