insights on amazon's a10 algorithm

When selling on Amazon, one of the most crucial factors for success is an item’s product ranking. The ranking will determine how easily a seller’s product comes up in search results when a customer types a relevant phrase into the search bar. Amazon ranks products using its well-known A10 (formerly A9) algorithm. But how exactly does the algorithm work, and what do sellers need to know about it to succeed on the platform? Here we’ll break down Amazon’s A10 algorithm and give you everything you need to know to get high rankings for your products and increase profits.

What is it?

The Amazon A10 algorithm is a formula that ranks product detail pages based on specific factors. The ranking of a page will determine where it shows up in the search results within a consumer’s search. Amazon’s algorithm is similar to Google’s in that the goal is to display the most relevant results on the first page upon searching. It is super important for sellers’ listings to rank highly on search pages because shoppers will often only buy products they see on the first page of search results. Now, Amazon does not disclose which exact factors contribute to a listing’s ranking, but there are a few different categories that sellers speculate influence the algorithm, which we’ll get into. Just like the platform itself, Amazon’s algorithm is constantly being updated.

a9 to a10

A more recent change to Amazon’s algorithm is that it is now called the A10 algorithm; it was previously referred to as A9. The A9 algorithm was focused on two major factors: keyword relevance and performance. Keyword relevance refers to your product listings having relevant terms and phrases incorporated into them that consumers would search for. This involves adding keywords and terms into a listing’s title, bullet points, and product description. Performance refers to how well a product performs on the platform. Performance can be quantified by many things. Some metrics that Amazon uses to determine product performance include sales velocity, stock availability, conversion rates, and click-through rates. The update to the A9 algorithm involved having the formula focus more on consumer experience than anything else. The update is not an official update, and the term “A10 algorithm” was actually coined by perceptive Amazon sellers who noticed the change.

key factors

There are several factors in the A10 algorithm that are now given more weight. As we’ve said, the new formula focuses on customer experience. Some factors that are more heavily prioritized are:

·      Seller authority: The control a seller has over the buy box- influenced by performance, seller rating, etc.

·      Sales velocity: sales rates, especially organic sales

·      Sales history: How your sales have done in the past

·      Inventory/fulfillment: fulfillment methods, stock availability, inventory levels

·      Seller feedback/reviews: Both Amazon’s feedback and consumer feedback

All of these factors influence customer experience and thus are being prioritized within A10. In addition to these, keyword relevancy is still an influential factor, just like it was in A9. According to Statista, 66% of respondents from a 2021 survey of online shoppers stated that the number one reason they shop on Amazon is because they can find almost anything they need. This makes sense, as there are so many different product categories to choose from on the platform. However, consumers would not be so satisfied if their search results did not display relevant products. The listings that come up in organic search results must match what the consumer is looking for, or no one would shop on Amazon. Thus, relevancy was and still is a huge contributing factor to product search ranking for sellers. 

Click-through and conversion rates still carry weight as well. Click-through rates are influential in A10 because they determine relevance, while conversion rates are one of the main metrics in sales and performance. Organic sales are now weighted more heavily than sales from advertisements. 

Organic sales refer to sales that were made directly from a consumer conducting a search, and your product coming up on the search results. Amazon advertisements like PPC campaigns can help your long-term strategy but are not prioritized in the A10 algorithm for ranking.

Finally, product reviews have always mattered on Amazon, but they are especially significant now with A10. It makes sense that Amazon would rank your products higher in search results if they have received positive feedback from consumers. A high rating indicates that shoppers have been pleased with your product before, and new customers will be more likely to purchase the product upon seeing it in search results. To learn how to increase your product rating and reviews, check out our blog here.

how to improve your ranking

So how do you actually improve your search ranking on Amazon? Here are some helpful tips:


1. To promote keyword relevancy, optimize your product copy. A listing’s title, bullet points, and product description should have relevant keywords incorporated into them. But keep in mind, the listing must remain readable and digestible for the public. If your listings are loaded with keywords to the point where readability is sacrificed, this will negatively influence customer experience and sales, and in turn, search ranking.


2. To receive positive seller feedback from both Amazon and consumers, provide quality customer service. This means responding to customer inquiries, ensuring your shipping process is efficient, monitoring inventory, and having a simple return process for consumers. Part of gaining positive consumer feedback (star rating/reviews) is also providing a quality product and advertising it honestly. Your product should be exactly what is advertised in your listing. That way consumers will be pleased with their experience and leave a positive review.


3. Prioritize strategies for obtaining organic sales to help with sales velocity. This can include marketing campaigns like email or SMS and promotions like discounts or promotion codes.  Sellers can advertise both on and off the Amazon platform. Utilizing channels off of Amazon like social media can really step up your advertising game and create more organic sales.


4. To help with click-through and conversion rates, ensure your listings are appealing using quality images and videos. Before clicking on a listing, consumers will see your main product image. Thus, it is important that your images stand out and are appealing to consumers. Shoppers are also much more likely to buy your product if your listing has quality images. Sellers can take advantage of features like A+ content to improve the overall look of a listing with high-definition photos, infographics, and videos.


All in all, the A10 algorithm is guiding sellers toward providing a better consumer experience and guiding consumers toward more relevant search results and products that match their needs. Because the algorithm is constantly changing, it is important to ensure you are staying up to date with the latest seller tactics and strategies. A great way to find out about changes is to connect with the seller community (and read blogs like this one). Now you have everything you need to crush that Amazon ranking and succeed on the platform. Happy selling!