skip to Main Content

Amazon’s Algorithm (A9 & A10) Explained!

Roughly 50 percent of online transactions in the U.S. take place on Amazon. The eCommerce giant continues to expand its market share across a wide range of product categories that include consumer packaged goods, clothing, auto parts, and even prescription drugs.

computer-programmer-workingYet sellers and brand manufacturers continue to struggle with ways to remain visible to the millions of willing buyers on the platform. Amazon is a highly competitive marketplace, so getting a top spot for a product category can spell the difference between massive success and mediocre results for a business.

While PPC ads are one strategy to dominate on Amazon, staying updated with the platform’s algorithm is the best long-term approach. If you want to increase your product’s ranking organically and keep those top positions, here’s what you need to know about Amazon’s search algorithm.

What Is Amazon’s A10 Algorithm?

The term “algorithm” refers to any set of instructions used by a system to process data. The purpose of Amazon’s search algorithm is to provide customers with a list of relevant products as quickly as possible. Since half the battle for sellers on Amazon is making your products are found, mastering Amazon’s algorithm is critical.

According to data from Amazon…

  • 81 percent of clicks come from the first page of search results.
  • 70 percent of customers never go beyond the first page of results.
  • The first three items on a page account for about 64 percent of clicks.

Amazon’s A9 algorithm has been the standard for years, even though it has gone through multiple iterations. One notable change was no longer ranking listings based on the order of keyword appearance, which tended to encourage “keyword stuffing” and awkward listings.

But, after nearly two decades, the Wall Street Journal reported that Amazon was replacing it with another search algorithm, which people naturally began calling A10.

Amazon’s Algorithm Explained – Ranking Factors

If you want your products to rank well on Amazon, you must understand the website’s search ranking factors. Here are some of the main factors affecting Amazon rankings in the A10 algorithm.

1. Seller Authority

Your Amazon “seller authority” considers a variety of factors such as your Account Health rating, feedback score, performance metrics, inventory size, and fulfillment. Indirectly, other factors such as account size and age can also matter. 

2. Sales History & Velocity

Amazon considers your complete sales history when ranking your products in organic search results. If your products sell consistently, they will rank higher. Another factor that influences this is your stock availability. After all, your sales are likely to falter if you can’t keep items in stock.

3. Click-Through-Rate (CTR)

This refers to the ratio of clicks a product gets after being displayed on Amazon’s search results page. The best way to boost your CTR is by optimizing your main title and photo. It’s imperative that your main thumbnail photo be original, professional-looking, and clear.

4. Conversion Rate (CR)

This metric refers to the ratio of customers who, after viewing your product page, decide to make a purchase. A higher conversion rate translates to better rankings. 

5. Impressions (Clicked Ads)

Impression from partner websites, affiliates, and Amazon ads can boost your organic rankings. However, those rankings will only stay in place for so long. If you don’t get people to click on your listings or purchase anything, you’ll lose ground quickly.

6. Pay-Per-Click (PPC) Sales

In the former version of Amazon’s algorithm (A9), Sponsored Ads were a vital driver of search results. They still influence the new algorithm (A10), but not nearly as much. That said, PPC ads can give your products an initial spike in sales, which can help you get traction on some other factors, like reviews, that will drive long-term growth. 

7. Internal Sales

Internal sales are sales made when buyers browse the Amazon website based on factors other than keywords. These might include Categories, “Amazon’s Choice,” and add-ons for products (“frequently bought with”).

8. Off-Site Sales

If your Amazon listings get sales from off-site traffic, like review websites or social media posts, it can impact your rankings. In fact, Feedback Express concluded that these types of links could be up to three times more effective than PPC campaigns.

9. Organic Sales

One of the most decisive factors influencing your organic search result is your organic sales. If a user searches for a product, sees your listing on the search results page, and then buys it, this is a massive vote of confidence that the algorithm works as intended. As long as you have sufficient stock to meet your sales demand, you will likely continue to enjoy strong rankings. 

10. Reviews

The other major factor that Amazon’s A10 algorithm uses for rankings is reviews. Amazon (and its partners) make more money when customers are happy. So, items with more reviews will rank higher than those with fewer reviews. Things like overall review star rating, review frequency, and review recency will be additional considerations with this ranking factor. 

How to Increase Your Visibility on Amazon

To locate your Amazon sales rank, find your product listing on, scroll down to the “Product Details” section, and review the section titled “Amazon’s Best Sellers Rank.” This tells you the ranking for the product in its category.

If you want to increase your visibility on Amazon, you can focus on several critical areas of your business…

  • Know Your Competition – Have a good understanding of what your competitors are doing on Amazon so that you can formulate a robust Amazon SEO strategy.
  • Get the Prices Right – Amazon consumers are price conscious and love discounts. Find a winning balance between offering competitive prices and the right deals. 
  • Optimize Product Listings – Create a compelling and well-optimized listing for your products, including relevant keywords, a thorough description, and high-quality images. 
  • Encourage Reviews – Product reviews are not only vital to establishing and keeping consumer trust, but they also help Amazon products rank. Let buyers know you want and appreciate their honest feedback. 
  • Drive External Traffic Drive targeted traffic to your Amazon listings via blogs, Facebook, and paid ad campaigns.

D8a Driven Will Help You Master Amazon’s Algorithm!

As you can see, Amazon’s algorithm is a complex machine, but your business has the opportunity to grow and succeed on this profitable platform with the right approach.

D8a Driven is run by former Amazon employees and brand growth authorities who share their knowledge and experience about the eCommerce giant’s systems and algorithms with clients. We have worked with some of Amazon’s largest suppliers, including P&G, Nestle, Unilever, and many more. 

Our clients gain access to our proprietary software and business service teams to increase organic search traffic, improve conversion rates, accelerate growth, and enhance margins. D8a driven will help your business achieve its goals and outshine its competitors.

Go here to learn more about our products and services, or schedule a demo with us to experience firsthand what we can offer your business.

This Post Has 0 Comments

Leave a Reply

Your email address will not be published. Required fields are marked *

Back To Top