Last Updated: March 27, 2025
Have you ever wondered why certain products appear at the top of Amazon search results while others seem buried deep within pages? This is due to the A9 Algorithm, the search engine behind Amazon.
Understanding how Amazon A9 algorithm determines product placement is crucial for any Amazon seller hoping to gain a competitive edge. As such, sellers should learn about the factors that play a major role in how A9 ranks products and consider them when they optimize their product listings.
However, Amazon’s algorithm is always changing. Many experts believe that the changes indicate a shift toward an A10 Algorithm, where external traffic and seller credibility have a greater influence.
To help sellers out, we’ll break down how A9 works, explore the key ranking factors, and provide actionable strategies to improve your listings. By understanding and applying these principles, you can boost your product visibility and stay competitive in Amazon’s ever-changing marketplace.
Table of Contents
Amazon SEO: What You Need to Know
Amazon Search Engine Optimization (SEO) involves optimizing your listings to improve their visibility on Amazon. Unlike traditional search engines (like Google), which focus on ranking websites for informational queries, Amazon SEO prioritizes listings that are likely to convert into a purchase.
What Is Amazon A9 Algorithm and How Does It Work
A9 is the core of Amazon’s search engine, determining which products appear in response to a user’s search query. Its primary goal is to match customers with products they are most likely to buy, making it essential for sellers to optimize their listings accordingly.
While the exact workings of the Amazon search algorithm are a closely guarded secret, certain ranking factors are well known. We know that it evaluates two main factors: relevance and revenue.
Relevance
The algorithm assesses how well your product listing matches the search terms entered by the customer. This involves analyzing keywords in the product title, description, bullet points, and backend search terms.
Revenue
The algorithm evaluates the performance history of the product, including conversion rates, customer reviews, and sales velocity. High-performing products are prioritized in search results.
Factors that Affect the Amazon A9 Algorithm
Understanding the factors influencing A9 is essential for sellers to improve their products’ ranking and searchability on Amazon. A9 evaluates various aspects of your product listings to determine their relevance and revenue.
Prioritizing these elements will help you optimize your listings to better align with what the algorithm looks for, ultimately boosting your chances of appearing higher in search results.
Factors Related to Relevance
1. Product Title and Brand Name
The product title and brand name are crucial because they are the first things customers see in search results. To maximize their impact, use relevant search terms that customers are likely to enter.
Keep your title concise, ideally around 80 characters, and ensure it aligns with how your product is labeled. Include essential details like color, size, and quantity to provide clarity and improve conversions.
2. Backend Keywords
Although these keywords are not visible to customers, they play a role in helping Amazon’s search algorithm understand what your product is about. Utilize backend keywords to include relevant search terms that might not fit naturally into your product title or description.
Consider synonyms, alternative spellings, and related terms that customers might use. Ensure these keywords are relevant and avoid unnecessary repetition.
3. Product Description
A compelling product description should provide a thorough overview of the product, including its features, benefits, and any other important details to help customers make an informed decision.
Engaging descriptions naturally integrate relevant search terms while focusing on the customer’s needs and interests. Keep your description informative yet concise, aiming for a length under 2,000 characters to ensure clarity and readability.
4. Product Bullet Points
Product bullet points are key to quickly conveying the relevant product features and benefits. These points should emphasize the most important aspects by using the right keywords.
Focus on addressing common customer pain points and explaining how your product effectively solves these issues. By clearly highlighting these points, you make it easier for potential buyers to understand why your product is the best choice for them.
5. Q&A (Question & Answer)
The Q&A section allows customers to ask about your product, helping to improve visibility and build trust. Adding relevant keywords in your responses helps the algorithm understand your product better.
Providing clear, informative answers enhances searchability and reassures potential buyers. This can lead to higher conversions and improved customer confidence.
Factors Related to Revenue
1. Sales History
Sales history plays a key role in your product’s ranking, as strong demand signals to Amazon that your product is relevant. A higher sales velocity increases visibility in search results.
You can improve sales through Amazon PPC campaigns, promotions, and competitive pricing. These strategies help maintain momentum and strengthen your ranking.
2. CTR
CTR is a critical metric that indicates how relevant your product is to potential buyers. A high CTR suggests that your product is appealing to customers, which can lead to a better ranking on Amazon.
You can improve CTR by optimizing product titles, descriptions, and especially your main image. A high-quality, eye-catching main image can grab attention and encourage more clicks.
3. Product Images
High-quality product images are essential for boosting both click-through and conversion rates. Ensure your images meet Amazon’s requirements by using multiple angles and verifying that the zoom function works properly.
Good visuals help customers better understand your product, leading to higher engagement and sales. Refer to MAG School’s Design Course to get a better idea of how you can improve your images.
4. Reviews and Ratings
Positive reviews and high ratings have an impact on both conversion rates and product rankings. Monitoring and promptly responding to reviews can build trust and enhance the customer experience.
Actively managing your reviews and ratings helps to foster a positive reputation and encourage more sales. Consider using automated feedback monitoring tools such as Feedback Whiz to manage reviews efficiently.
5. Price
Pricing plays a crucial role in conversion rates and overall sales performance. Competitive pricing can positively impact your product’s attractiveness and encourage more purchases.
Monitor competitor pricing and adjust your strategy to stay competitive. Regular price optimization helps maintain sales growth and improve your ranking.
6. Stock Availability
Maintaining a consistent in-stock status is vital for sustaining sales performance and ranking on Amazon. Running out of stock can lead to lost sales and a drop in search rankings.
Regular inventory replenishment and the use of an inventory management tool can help ensure you never run out of stock. This consistency helps maintain your sales momentum.
How to Optimize Your Amazon Listings to Fit the A9 Algorithm
Now that you understand how the algorithm works, it’s important to apply best practices to improve your rankings. Learning how to enhance your listings will help increase visibility and sales.
In addition to considering the factors that affect A9, here are some practical strategies that our Amazon agency has implemented which gave us great results. Test these methods yourself and use our video as a guide for better optimization.
Tip 1: Improve All Other SEO Fields
- Keyword-rich Title:
Include exact-match keywords at the beginning of your title. Amazon uses an autocomplete feature that you can utilize to identify relevant search terms. - Optimized Bullet Points:
Focus on including relevant keywords while making these points informative and engaging for the customer. Avoid keyword stuffing. - Appealing Brand Story and A+ Content:
Use these features to incorporate relevant keywords naturally within the product description. - Strong Backend Keywords:
Ensure the “Search terms” field (also known as backend keywords) is filled with relevant terms.
Tip 2: Include Keywords in the Main Image
Place relevant keywords within the main image of your product by using tools like Helium 10 that can help you find high-volume and relevant keywords. This can significantly boost your CTR, which in turn, improves your SEO ranking.
Tip 3: Make Use of Crawlable Text and Alt Text
Prioritize crawlable text (text search engines can easily read) for keyword integration. Note that alt text is still important for accessibility, but may have a lesser impact on ranking factors.
Tip 4: Maximize the Q&A Section
Encourage customer questions and reviews to generate additional content containing relevant terms. You can even answer your own questions (within Amazon’s guidelines) to target specific keywords.
Tip 5: Utilize External Links
Although less impactful, consider including links to your website or influencer promotions that drive traffic back to your Amazon listing. This can improve your sales on Amazon while gaining brand awareness from other social media platforms.
Tip 6: Implement Strategic Pricing
Don’t stick to static pricing. Experiment with price drops (even temporary ones) to entice customers and improve sales velocity.
A/B testing is your training ground in discovering the perfect price point. New products can start with a lower price and gradually increase as they get established over time.
Amazon A9 Algorithm vs Amazon A10 Algorithm: What Changed?
With how Amazon’s ranking factors have changed, A10 is believed to be an evolution of A9. Although Amazon has not officially announced this update, many experts recognize shifts in how products are ranked.
Key Differences Between A9 and A10 SEO Factors
Just like A9, A10 still considers relevance and sales performance when ranking products. However, the biggest change is the added emphasis on factors like seller authority, external traffic, and customer feedback.
New Factors Introduced in A10
- Seller Authority:
A10 rewards sellers with strong feedback ratings, a solid sales history, and low return rates. A positive reputation leads to better search rankings. - Off-Site Traffic:
Amazon now values traffic from external sources like social media, blogs, and ads. Bringing in outside visitors can improve your ranking. - Click-Through Rates:
While important in A9, CTR now has an even greater impact on ranking. The more people click on your listing, the higher it can rank. - Conversion Rates:
A10 prioritizes listings with high conversion rates. Products that turn clicks into sales consistently get better placement in search results.
Factors That Remained from A9
- Sales History:
A strong sales record continues to be a major ranking factor. Products with steady demand maintain higher visibility. - Relevant Keywords:
Proper keyword optimization is still essential. Listings with well-placed, relevant keywords perform better in search results. - Reviews:
While reviews don’t impact ranking as much as before, positive reviews still help build trust and improve conversions. - Internal Sales:
Amazon still prioritizes sales made directly on its platform. A strong performance within Amazon remains key for ranking.
How Should Sellers Adapt to the Changes on A10?
The A10 algorithm has shifted its focus toward relevance, external traffic, and seller authority. While A9 fundamentals still apply, sellers need to adjust their approach to stay competitive.
1. Drive External Traffic
Amazon now places more weight on traffic from outside sources. Use social media ads, influencer marketing, and Google Ads to bring in shoppers and improve ranking.
2. Build Strong Seller Authority
Positive seller metrics, including high ratings, low order defect rates (ODR), and excellent customer service, directly impact rankings. Managing reviews and resolving issues promptly is key.
3. Prioritize Organic Sales
Amazon now values organic conversions over paid ads. Focus on listing optimization, competitive pricing, and promotional strategies that encourage direct purchases.
4. Adapt Listings for Voice Search
More shoppers use voice assistants to search for products. Optimize titles and descriptions with natural, conversational phrases that match spoken queries.
5. Monitor Pricing Strategies
Dynamic pricing plays a crucial role in conversion rates and rankings. Stay competitive by adjusting prices based on demand, competitor activity, and seasonal trends.
6. Stay Updated on Amazon Changes
Amazon continues to refine its algorithm, affecting how products rank. Regularly test new strategies, analyze performance data, and stay informed about platform updates.
FAQs About Amazon A9 Algorithm
Boost Your Amazon Rankings with the Right Strategies
Understanding and optimizing the factors that the Amazon ranking algorithm prioritizes can significantly enhance your product’s searchability and ranking in the product search results. So, implement the optimization strategies in this guide to improve your Amazon product listings and see improved results in your sales performance.
Need help with your Amazon SEO? Contact our Amazon agency, and we will help you!
