Knowing how Amazon's search algorithm ranks products is important for Amazon sellers looking to remain ahead of the competition. Visibility is everything on Amazon. If your products aren’t showing up, they’re not selling—and the A10 algorithm is what decides who gets seen.
Amazon's A9 algorithm has been replaced by the more advanced A10 algorithm over time, which places more focus on customer experience, external traffic, and organic interaction than it did on paid advertisements and sales velocity.
How can you improve your product rankings by becoming an expert in the Amazon algorithm?
Discover the A10 algorithm's hidden gems and efficient strategies that will help raise your product's visibility and sales on Amazon.
A Quick Recap of The Amazon A9 Algorithm
When customers searched for keywords on the Amazon platform, products were ranked using the Amazon A9 algorithm. Google's search algorithm and Amazon's ranking system are similar.
Basically, it considered a wide range of variables, including pricing, customer ratings, sales volume, and product relevancy. These elements helped you improve your product ranking and voice share in search results.
How Does The Search Algorithm On Amazon Work?
When consumers search for particular keywords or phrases on the Amazon platform, Amazon looks at a range of factors to select which products to display. The product title, description, customer reviews, cost, availability, and fulfillment choices are a few examples of these aspects.
To enhance the accuracy and relevancy of search results over time, the algorithm also continuously learns from user interactions and modifies its ranks.
Amazon recently improved and rebuilt its algorithm to prioritize the whole consumer experience by displaying more relevant and higher-quality products. Enter the Amazon A10 algorithm!
In the past, you could run costly PPC ads or pack keywords into your product titles, descriptions, and bullet points to win the ranking competition. However, you will discover that the new ranking algorithm will make these strategies less effective due to Amazon's modification of the weightage assigned to specific factors.
What steps should you take to decode this updated algorithm?
Amazon A10 Algorithm: What’s New?
Compared to the A9 algorithm, the Amazon A10 algorithm places more weight on organic sales, seller authority, internal sales, off-site sales, CTR (click-through rate), and sales history.
Additionally, because Amazon prioritizes organic search, PPC advertising might not be as important as they were under the previous A9 algorithm.
However, to get the best results by spreading your spending in different ways, it is still crucial to run your PPC tactics and advertise on Amazon.
Let's now discuss how to enhance Amazon search results and what has changed in these criteria.
Key Ranking Factors in Amazon’s A10 Algorithm
1. Sales History
If your product sells well over time, Amazon sees it as trustworthy. Products with a strong and consistent sales history rank better.
2. Organic Sales
Sales that happen without ads—when a customer searches and clicks on your product from the results—are powerful signals for A10. These organic sales show real interest and trust.
3. Seller Authority
Amazon looks at your seller performance. This includes how long you’ve been selling, your ratings, return handling, and more. Sellers with high authority are ranked higher.
4. Click-Through Rate (CTR)
CTR is how many people click on your product after seeing it. Better images and titles lead to more clicks, which means better rankings.
5. Conversion Rate
Once someone lands on your product page, how often do they buy it? If many visitors turn into buyers, Amazon considers your product a good match for search queries.
6. Product Impressions
Getting your product seen across Amazon, affiliate sites, and partner platforms helps improve your visibility. More views lead to more chances to rank.
7. Internal Sales
These are sales made through Amazon features like “frequently bought together.” These also affect your ranking positively.
8. Off-Site Sales
Sales driven by external platforms like Facebook, Google, or influencers play a big role now. Off-site traffic brings new buyers and helps increase your keyword ranking and reviews.
9. Amazon PPC (Pay-Per-Click)
While less important than before, PPC still matters. It’s best used to kickstart sales and support your long-term strategy, not as your main ranking tool.
Actionable Strategies to Optimize for Amazon’s A10 Algorithm
To take full advantage of A10 and grow your sales, follow these simple yet powerful strategies:
1. Optimize Your Listings
Use high-quality images, clear titles, bullet points, and descriptions that speak to your target customer. Make sure your keywords match real search behavior.
Pro Tip: Use lifestyle images and customer-focused language to boost engagement.
2. Focus on Organic Sales
Build your reputation naturally. Encourage satisfied customers to leave reviews and share their experience.
3. Drive External Traffic
Use off-Amazon channels like Facebook Ads, Instagram, and influencer marketing to bring in quality traffic. This also boosts your keyword rankings.
Pro Tip: Try content marketing or SEO to get backlinks to your product pages.
4. Maintain a Consistent Sales Flow
Instead of short-term boosts, aim for steady, long-term sales. Offer excellent service, manage stock levels, and keep your pricing competitive.
5. Improve Seller Authority
Respond to customer questions quickly, maintain a high feedback score, and avoid order issues. Good seller behavior adds to your authority.
6. Increase Your Product Impressions
Make sure your product is in the right category. Use relevant, high-performing keywords that match what your audience is searching for.
7. Maximize Your CTR and Conversion Rate
Use attractive product titles, professional images, and clear benefits. Make your listing easy to read and mobile-friendly.
Pro Tip: Test different titles and images to see what works best (A/B testing).
8. Use Amazon PPC Wisely
Don’t over-rely on PPC. Use it as a support system to gain visibility in the early stages or during key seasons. Make sure to track ROI carefully.
9. Collect Reviews and Ratings
Encourage happy customers to leave honest reviews. More positive reviews improve trust and conversions.
Pro Tip: Use follow-up emails or inserts to ask for feedback.
10. Leverage Amazon Seller Central Services
Tools like A+ Content, Brand Registry, and analytics help you understand your performance and stand out from the crowd. Work with experts who offer Amazon Seller Central services to streamline this process.
The Future of Amazon’s A10 Algorithm & What Sellers Should Do
Amazon continues to improve its algorithm to provide better shopping experiences. That means:
Real customer satisfaction will matter more than ever.
Fake reviews and low-quality products will face penalties.
External traffic and content marketing will play a bigger role.
Data-driven decisions will help you stay ahead.
As A10 evolves, sellers must stay updated. Join seller communities, attend webinars, and read expert blogs. Adapt quickly, and don’t be afraid to experiment.
Conclusion
Amazon’s A10 algorithm focuses on giving customers the best results, and that means sellers need to deliver quality, value, and trust. By improving your product listings, increasing organic sales, building strong seller authority, and using off-site marketing, you can climb up the rankings and grow your business.
Using expert support like Amazon Seller Central services gives you an edge. From listing optimization to advertising and analytics, expert help can make all the difference. If you're serious about scaling your business, this is the time to act.
Need help navigating the changes or want someone to handle it all for you? Reach out to Sellers Umbrella. Whether you’re looking for Amazon seller services, listing support, or scaling strategies, we’ve got your back.