Amazon Algorithm A9 & A10 Updates: Proven Ranking Strategies
The Significance of Amazon’s Algorithm
Operating as a seller on Amazon is akin to having a shop in the world’s busiest shopping mall. While a constant flow of traffic is pleasant, sellers have to deal with the challenge of driving customers to physically engage with their shop. Every customer interaction depends upon a keyword search. Amazon’s products’ display order is determined by its algorithms.
Your relevance and trustworthiness metrics will determine the rank of your product in the search results for the algorithm to the Amazon marketplace. Rank is especially important for sellers as most users do not venture beyond the first page. Amazon’s algorithms, originally A9 and then modified to A10, will be updated to ensure that users can access the items they are looking for with ease.
In this guide, we will discuss the autoresponders, their evolution, and how sellers can work within algorithm restrictions while still optimizing for product visibility and sales. We will explore other areas of focus and offer practical advice for proactive positioning.
Comprehending Amazon’s Algorithm
Amazon’s algorithm determines what listing appears at the top when a customer searches for, “wireless earbuds.” This decision takes into consideration the listing’s relevancy with the product, past sales, and customer satisfaction.
Amazon’s algorithm differs from Google’s content focused algorithm which emphasizes content and backlinks. Amazon’s algorithm is focused on conversion optimization. Unlike Google, Amazon’s priority is displaying product listings that will actually sell, not just receive clicks.
A difference between Amazon and Google Search:
Amazon Search = Buy Intent. Google Search = Learn Intent.
Amazon prioritizes transactions rather than visitors.
Like Google, Amazon makes frequent changes without publicizing them.
The A9 Algorithm
The first widely known algorithm A9 focused on product and shopper matchmaking, Amazon’s first widely known search ranking algorithm A9 is best known for. It placed emphasis on relevance and performance.
Core aspects of A9:
Relevance: Amazon runs a matchmaking process for the buyer and listing that is based on the listing’s title, bullet points, description, and backend keywords.
Performance: The listing’s views and purchases determine the product’s performance ranking. A high purchase rate increases product listing rank.
Sales History: A product’s sales performance landscape determines its ranking in search results.
Customer Satisfaction: Reviews and ratings, as well as returns, are all factors.
Example:
Let’s say you sell a sports water bottle and your product title is “BPA-Free Stainless Steel Sports Water Bottle 1L.” If your product has a good click and purchase rate, A9 will reward you with higher rankings.
The A10 Algorithm
With a shift to A10 between 2020 and 2021, Amazon’s focus had shifted to more ‘customer-centric’ searches as well as reducing the reliance on paid advertisements.
What changed with A10:
External Traffic Became Important: Social media and influencer posts now had a say in ranking, meaning votes from these platforms would affect rankings.
Brand Authority: Provided an edge to on selling brands and well-known sellers with accepted reputations.
More Weight on Organic Sales: A10 began favoring sellers who rely on natural traffic and sales rather than sponsored traffic, thus reducing the reliance on sponsored traffic.
Content Quality: Titles, describes, and A+ contents received additional focus making them more important.
Case Study:
Reliance on Amazon PPC resulted in ranking drops with the A10 shift. On the other hand, having a strong Instagram presence allowed for ranking increases.
Beyond A10 – The Future
Amazon works on refining the search algorithm with the use of artificial intelligence and machine learning.
Recently we have been addressing trends such as:
Personalized Search: Tailor made results for every shopper based on their purchase history.
Voice Search Optimization: Alexa shopping.
Dynamic Pricing Influence: Real time automated price adjustments based on competition.
Image Recognition: Enhanced matching of product images with the purpose of searching.
In addition, we may expect Amazon to work on trust signals even more. This pertains to the story behind the brand, credentials, and ratings.
Changes on the Algorithm Impacting Sellers
Changes on the algorithm result in shifts of traffic, rankings and sales for sellers.
Potential effects:
Reduced visibility for listings that heavily depend on PPC and lack organic sales.
Listing visibility for the high demand market niches will become more competitive as more sellers resort to external marketing.
In the titles, bullet points and backend fields, there will be a greater need for variation of keywords.
Effects on PPC campaign:
If your listing isn’t optimized for organic ranking, your ad costs can go up because Amazon will show your ad to fewer buyers.
Sticking to Amazon’s Compliance Rules
Amazon is known for their strict compliance policies. There are usually policy changes that are more strict with every algorithm update.
To stay compliant:
Do not engage in incentivized or fake reviews.
Do not stuffed keyword your titles with unrelated keywords.
Follow image guidelines—main image must be clear and set against a white background.
Avoid unsupported health claims like “cures,” “guaranteed,” or unjustified benefits.
Example violation:
A supplement seller listing “FDA Approved” without evidence. Amazon suspended the product until the claim was removed.
Strategies To Stay Optimized
To maintain a high ranking under A9, A10, and beyond, follow these:
Keyword Research: Use Helium 10 and other tools to search for relevant high-volume keywords.
Backend Keywords: Use all the relevant terms on Seller Central.
High-Quality Images: Capture the product, detail shots, and lifestyle images in multiple views.
A+ Content: Incorporate brand story, comparison charts, and videos.
Review Management: Persuade patrons to leave positive feedback.
External Traffic and the Algorithm
External traffic is now a powerful ranking signal.
Ways to drive it:
Post product demos on TikTok and Instagram.
Get influencer product review partnerships.
Re-engage previous buyers on Amazon through email marketing.
Example Campaign:
A small kitchen brand had a product featured in a YouTube series where the host made recipes. The product skyrocketed from page 5 to page 1 in two weeks as views drove clicks, and clicks drove sales.
Tools and Resources for Tracking Algorithm Changes
Amazon Brand Analytics provides the users with search term reports and offers conversion data as well.
Helium 10 and Jungle Scout offer services on keyword tracking and perform analysis on competitors as well.
Keepa and CamelCamelCamel offer services on tracking prices and sales history.
Action Plan for Sellers
Ensure to refresh keywords as well as the images on your listings every month.
Ensure to track your keyword rankings on a weekly basis.
Keep track on external traffic campaigns and make adjustments using the data that is available.
Keep up to date with the news on Amazon Seller Central.
Conclusion
Amazon’s algorithms will still keep changing. Sellers that continue to focus on quality listings, build strong brand, and rely on multiple traffic sources will stay competitive. The crucial point is to stay compliant out of trouble, monitor changes, and adapt with speed.
FAQs
What is the difference between A9 and A10?
A9 focused mainly on relevance and sales history. A10 shifted focus towards external traffic and brand authority.
Does Amazon announce algorithm updates?
Not always. Most of the sellers will only realize the change when they witness a drop in ranking.
How can I prepare for future updates?
Concentrate on organic and external sales in addition to a high level of customer satisfaction.
Do reviews affect ranking?
Bid yes, having more positive reviews will raise your visibility and ranking.
Is PPC still important under A10?
PPC is still important, but now, more emphasis will be placed on organic sales.
What are some ways to increase external traffic?
Leverage social media, influencers, and emails.
Will Amazon’s search capabilities be changed in the future?
Yes. Anticipate enhanced product recommendations relative to shoppers’ profiles and improved personalization.
Is it permissible to include brand competitors in keyword phrases?
No. That is a violation of Amazon’s Terms of Service and puts the account at risk of suspension.
What should I do if my listing has dropped in rank?
Analyze the listing for problems, revise keywords, and run incremental advertising to regain rank and visibility.
What is the most crucial factor in product ranking?
Rate of sales conversion—how frequently users purchase after engagement with the product listed.
