Everything There Is to Know About Amazon’s Search Algorithm

Amazon has more than 1.9 million selling partners and 300 million active consumer accounts globally, making competition more intense than ever.

If you want your products to rank above the competition and be visible to consumers with high purchase intent, you must master the Amazon search ranking factors.


This article will cover everything you need to know about Amazon advertising, including which metrics to monitor and how to rank highly in Amazon’s search engine results pages. (SERPs).

Understanding Amazon’s Search Engine Algorithm

The Amazon search algorithm is a complicated system that enables Amazon to discover, rank, and deliver the most relevant product listings in response to a specific search query. It takes into account a variety of factors, including product listings, images, keywords, and customer reviews, when determining how to rank products in Amazon’s search engine results pages.

Search engine optimization (SEO) on Amazon can be challenging and time-consuming, but without it, your marketing efforts would go for none.

Here are essential statistics from Search Engine Journal that demonstrate the significance of ranking highly on Amazon:

  • 70% of Amazon customers never navigate past the first page of Amazon search engine results.
  • 35% of Amazon consumers click on the first product on a search page. • 64% of clicks occur on the first three products displayed on Amazon’s search engine results pages.

In essence, the higher your ranking, the greater your sales potential. However, without an in-depth understanding of Amazon search ranking factors, it can be difficult to predict what will place you on the first page of Amazon rankings.

To boost your Amazon traffic and revenues, hire a competent eCommerce SEO service.

What Is The Difference Between Amazon Search And Google Search?

The search algorithms of Amazon and Google share fundamental similarities. Both rely on complex algorithms and keywords to rank results and provide user satisfaction. Both also display both paid and organic search results.

User intent is the primary difference between Amazon and Google search engines. Google users are in the investigation and discovery phase, whereas Amazon users are in the buying phase and typically know precisely what they are looking for.

In addition, Amazon and Google use distinct keywords to attract qualified visitors. Amazon’s keywords are more product-centric, emphasizing benefits or special features. When ranking a page, Google instead considers long-tail keywords, loading performance, and backlinks.

Comparing the A9 and A10 Amazon Algorithms

Amazon employs the Amazon A9 Algorithm to determine which products to rank within the search results.

Similar to Google, the Amazon search algorithm does not define its ranking metrics explicitly. Even though experience and ongoing testing have helped merchants and marketers identify the following ranking factors:

  • Conversions 
  • Click-through rate 
  • Inventory depth and breadth 
  • Paid advertisements
  • Keyword relevancy 
  • Sales history 
  • Vendor authority

The Amazon A9 algorithm prioritizes relevance and efficacy. A product with a history of strong sales performance will rank higher on Amazon than its competitors. Similarly, a product listing that includes relevant keywords will rank higher in the SERPs.

However, algorithms are continuously evolving to provide consumers with improved results. Amazon released an update to their A9 algorithm, unofficially dubbed A10, in December 2020.

Amazon’s A10 algorithm employs the same ranking factors as the A9 algorithm. Their primary distinction resides in the scoring of these parameters. For example, A10 prioritizes customer search and experience. This indicates that metrics associated with organic product search and overall customer satisfaction have a greater impact than paid advertisements.

Amazon A9 guides shoppers toward more lucrative products, while Amazon A10 provides more relevant search results.

Aspects influencing The A10 Amazon Algorithm

Sales Record

Sales history refers to how well a product has sold on Amazon throughout its entire existence. Products with a consistent history of sales will likely rank higher in search engine results. The earlier you begin marketing your products, the simpler it will be to increase sales and climb the Amazon rankings.

Conversion Rate

Similar to the Amazon A9 algorithm, the most recent iteration is influenced by the proportion of individuals who view and purchase a product. The higher the product’s conversion rate, the higher it’s ranking.

Relevant Keywords

A10 also verifies that product listings contain relevant, high-volume keywords that correspond to the intent of potential buyers. As a vendor, you should be able to provide comprehensive information in your listings so that your product appears in relevant searches.

Pay-Per-Click (PPC) Advertisements

PPC advertisements will carry less weight, but they are still crucial, particularly when launching new products. Because sponsored ads place your products at the top of targeted search results, they can be quite effective.

Which Factors Have Become More Significant On The A10?

Seller Legitimacy

Two categories of customer feedback are available on Amazon: seller feedback and product reviews.

Now, seller credibility is rated even higher. It is influenced by several metrics, such as: 

  • Seller feedback ratings 
  • How well you manage product returns 
  • How long you’ve been on Amazon 
  • Catalog size

A large inventory and numerous positive reviews augment your merchant authority significantly. It demonstrates that your consumers have faith in you and that you provide excellent value via a wide variety of products.

Organic Sales

A transaction is considered organic when a consumer searches for a product and then purchases it from the search results page without any paid marketing or promotion driving the purchase.

Due to A10’s de-emphasis on paid advertisements, brands must employ a solid organic SEO strategy. Optimizing your product descriptions with the appropriate keywords can assist in placing your products in front of prospects with high intent.

External Traffic 

A10 emphasizes traffic from off-site sources, such as blogs and social media platforms, that is forwarded to Amazon.

By advertising your products on social media and applying to the Amazon Influencer Program, you can generate off-site sales.

Rate of Click-Through

CTR is the number of clicks your product receives after being displayed on search engine results pages. A10 focuses greater emphasis on CTR, therefore appealing product titles and thumbnails are more vital than ever. However, click-through rates should contribute to conversions in the end.

How To Perform Well On Amazon

Beginning With Amazon Listing Enhancement

Having excellent product listings will help you achieve a higher ranking and encourage users to remain on your page for longer and convert.

Here are some elements that require optimization:


Listings that do not adhere to Amazon’s guidelines for product titles may be omitted from search results. Titles should be succinct, and specific, and include relevant keywords that are organically incorporated into the text.

Product Images 

Since consumers purchase online with their eyes, your product images must be of the highest quality. Your principal thumbnail should feature a high-quality image on a white background. Use professional photographs that satisfy Amazon’s image specifications. You can outsource Amazon marketing services to improve your product photography if you are unsure of where to start.

Product Descriptions

Similar to product titles, product descriptions should be informative and simple to read. Use keyword-rich bullet elements in your writing and make it engaging. In addition to listing the product’s technical and physical characteristics, you can also describe how consumers can utilize the product.

A solid eCommerce SEO strategy can aid in persuading the algorithm that your product listing is exactly what your target customers are seeking.

Stop Using Discounts and Promotions.

Promotions and discounts are more prevalent in A9 and may not be as effective in A10. You should instead concentrate on increasing external traffic.

In addition to leveraging social media platforms, you can increase your external visibility by collaborating with influencers and bloggers. Having the link to your Amazon products on their page increases your off-site traffic.

Create More Positive Testimonials

A steady stream of positive customer evaluations is the best way to build credibility. According to research, 84% of customers trust online reviews as much as a personal recommendations, and 91% of consumers read online reviews frequently or occasionally.

Customer feedback has a direct impact on the reputation of a brand and its purchasing decisions. Moreover, it impacts your vendor authority, which carries greater weight in the A10 algorithm.

Encourage customers to frequently submit a photo and video reviews. Tools that generate reviews automatically can expedite review requests and monitoring. If you receive negative feedback, you should resolve it as soon as possible.

Exceed Sales Objectives With A Successful ECommerce Marketing Strategy

It is necessary to employ professional Amazon SEO services to rank higher and increase product sales. A specialized eCommerce SEO firm like RZY Digital can optimize your Amazon listings to increase your revenue.

RZY Digital simplifies advertising on Amazon.com. Our Amazon marketing services consist of the following: 

  • Seller account and seller brand setup 
  • Amazon account audit 
  • Competitor research 
  • Amazon review strategies 
  • Amazon listing optimization 
  • Amazon PPC campaigns 
  • Buy box administration

When you hire our eCommerce SEO agency, you gain access to professionals with years of experience. We know how to improve the quality of your Amazon listings and increase their rankings.

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