What's an Amazon Super URL and Should Amazon Sellers Use It?

Last updated on September 28th, 2023

Written by Himanshi Raj

With millions of sellers signing up and logging into Amazon daily, it won’t be an exaggeration to say that the competition on the platform is cutthroat and brutal. New and veteran sellers have tried various tricks to one-up each other, including using an Amazon Super URL

What exactly are Amazon Super URLs, how do they work, and should Amazon sellers like you use them?  Let's learn their hidden powers and unleash their full potential to help your Amazon business.

Our first order of business is to understand the inner workings of these URLs and find out what makes them “super.”

What is an Amazon Super URL?

Indicative in its name, an Amazon Super URL doesn’t work like an ordinary Amazon link. Also known as a Super Search URL or Super URL, this URL allows Amazon sellers to boost their organic search rankings and increase their overall visibility on the platform.

annotated screenshot of an organic Amazon search with keywords highlighted in red

The screenshot above shows the URL link of an organic Amazon search with the relevant keywords boxed in red. Your Super URL should look similar to the example above.

You may find it odd how a single hyperlink can do such impressive feats for an Amazon business. However, understanding the intricacies of Amazon's search algorithm may enlighten you about how sellers can outsmart this system through Super URLs.

Amazon Search Ranking 101

If you’re unfamiliar with the Amazon search ranking system, here’s a brief refresher

graphic showing the factors that affect Amazon SEO rankings

Amazon’s search algorithm ranks products based on several essential factors, such as specific keywords in product listings, authentic positive reviews, product availability, and more. 

Higher scores in each category result in a higher place on the search result page (SERP), allowing customers to view these products first when a specific keyword is searched. Sounds like a challenge!

Even more difficult is to place high in Amazon’s organic search results ranking. Any seller can pay for displaying their ads, encouraging viewers to click and buy their products. However, paid search can quickly burn a hole in their pockets without much payoff. 

Organic search tells Amazon and its sellers that the products have real audience interest and are genuinely relevant to customers. The challenging part of organic search is how long ranking in the SERP will take. Unlike paid search, which can instantaneously boost your keyword rankings, organically ranking may take a while.

Fortunately, instead of using one advertising strategy over another, a few sellers have cracked the code by using both paid and “organic” searches to outwit Amazon’s sophisticated search algorithm. This brilliant approach is made possible through the use of Super URLs.

How Do Amazon Super URLs Work?

Super URLs are designed to mimic an organic customer search. When a user clicks on it and buys the product, Amazon's system will interpret that the user manually searched for it.

You can share and promote these Super links using various advertising methods, such as pay-per-click (PPC) ads or social media posts. 

While you pay to increase search rankings through PPC ads, Super URLs create the illusion of high relevance for a particular product, effectively boosting your organic search rankings.

How Beneficial Are These URLs to Amazon Businesses?

When used correctly, Super Search URLs can transform any Amazon store into a booming business in no time.

Besides improving Amazon search rankings, Super Search URLs can potentially assist Amazon businesses in many other ways, such as

  • driving traffic to their Amazon store, 
  • boosting their sales and conversions,
  • enhancing brand awareness,
  • giving visibility to product launches and
  • promoting clearance sales or seasonal promotions.

With Super Search URLs, small business owners can stand a better chance and compete with established brands on the platform. The data gathered from Super URLs can also be useful for optimizing and improving marketing strategies, as these URLs can provide valuable insights into customer behavior and preferences.

How To Make Amazon Super URLs

Most sellers typically use a dynamic Super URL generator to create unique links for their product pages. 

In Super URL creation, the seller can customize and enumerate a specific keyword or a relevant search term they wish to target and rank for. The generator will then ensure these keywords are included in the resulting link.

🎒 If your product is a backpack, specify relevant keywords like "anti-theft backpack" or "laptop backpack" to the generator. It will incorporate these words into the Super URL of your product page, allowing you to rank in the search page of such keywords.

However, Amazon’s A10 algorithm is regularly evolving and improving to detect manipulative tactics that influence search rankings, which may include Super URLs. Amazon has also implemented stricter policies and regulations to tackle such issues.

For these reasons, creating Super URLs with simple generators is a bit more challenging because Amazon's system may easily spot and penalize these links. If you wish to use Super URLs, it would be best to let professional coders handle the link creation.

Sellers may also use a regular Super URL generator. The links they produce are less likely to be detected by Amazon’s algorithm. The downside is that these links aren’t customizable and are less effective than the URLs produced by dynamic Super URL generators.

closeup shot focusing on law books and papers with two lawyers discussing in the background

Source: Photo by Mikhail Nilov from Pexels.com

Legal and Ethical Considerations When Using Super URLs

While these URLs seem like lifesavers and miracle workers for any new Amazon seller or struggling Amazon business, Super Search URLs can be double-edged swords when used mindlessly. 

Using Super URLs can indeed bring tons of benefits for sellers and brands. However, it’s essential to note that using them on Amazon raises several legal and ethical considerations.

In essence, using Super URLs can be considered a form of search ranking manipulation, making them a gray-hat tactic

Using Super URLs without thought can easily lead to an Amazon policy violation. The worst case scenario is a seller potentially facing legal consequences. 

Considering these reasons, learning and considering certain key factors before using Super Search URLs is crucial.

Amazon’s Policies and Terms of Services

Using Super URLs in ways that violate the platform’s regulations on product promotions can result in account suspension and other penalties. 

In particular, sellers using Super URLs may receive warnings and penalties for violating Amazon policies, such as the Search and Browse Manipulation Policy, Misleading Content Policy, and Intellectual Property Rights and Trademark Policy. 

For this reason, sellers must regularly review the platform’s regulations, keep up with constant policy changes, and adhere to these rules and guidelines.

Trademark and Copyright Infringement

One of the mentioned possible policy violations when using Super URLs concerns intellectual property rights and trademarks. How exactly can Super URLs violate these rights?

When entrepreneurs sell branded products, they must include certain trademarked or copyrighted keywords in their URLs to make them visible and to rank. However, things can quickly go south when these terms are used without proper authorization. 

Doing so can lead to a legal dispute with the brand and other legal troubles. Consequently, it’s best to ensure you have the right to use branded keywords before placing them in your URLs.

Algorithmic and System Detection

As mentioned, Amazon’s A10 algorithm is constantly updating and refining. This new algorithm is sophisticated enough to adapt to user behavior and analyze their search patterns, allowing it to give personalized search recommendations to users.

With its ability to analyze and learn from user behavior, it doesn’t come as a surprise that it can now easily detect tactics that manipulate search rankings, including Super Search URLs.

Once detected, sellers may face penalties. This can be a drop in rankings, account suspensions, or legal action by the platform. Because of this, sellers must be wary of how frequently they use superlinks.

Long-Term Sustainability on Amazon 

Most importantly, while Super URLs can easily place your products at the top of search results, this strategy can’t guarantee long-term sustainability on the platform, with the risk of policy violation always looming. 

Sellers may constantly be on edge when they use Super URLs, anticipating their eventual Amazon warnings and penalties. If proven guilty of policy violation, Amazon may revoke their selling privileges and suspend their seller account, possibly ending their Amazon business.

The Super URL strategy is a band-aid for a broader issue that demands a sustainable solution.

The Verdict: Should You Use It?

So, should you use Super URLs to grow your Amazon business? The answer relies on your unique business goals. 

If you want your organic search rankings to skyrocket quickly and you are willing to take a few risks, you may consider using them. However, if you wish for a more sustainable and long-term solution to your Amazon problems, we suggest you take the time to learn using more white-hat Amazon SEO practices.

Better yet, let the Amazon professionals handle it on your behalf, like Seller Interactive!

Our Amazon professionals are experts at enhancing and optimizing various aspects of your Amazon account and store to ensure your business runs without any hiccups.

Book a call today with our experts, and watch your Amazon business flourish with Seller Interactive!

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