Organically ranking for a search term means that a product appears in results, without being part of a sponsored product campaign. Organic traffic is essentially free, when compared to pay-per-click (PPC) campaigns. Ranking organically on Amazon happens when products are relevant and perform well. Alternatively, when advertised products are displayed via Amazon ads, those are considered paid results.  Advertising is a great way to get your products displayed, but it is not organic. However, when advertised products start leading to sales, your product’s performance improves, and your organic ranking may also improve as a result. Amazon Advertising is its own world of opportunities, and you will find a lot of overlap between PPC and SEO strategy. It’s all about those keywords!