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Amazon A9 vs. A10 Algorithms: What’s Changed for SEO in 2024?

 Amazon's algorithm plays a critical role in determining which products are shown to customers. Over the years, the shift from the A9 algorithm to A10 has brought significant changes to how sellers approach Amazon SEO. In 2024, sellers need to stay informed about the latest updates to maintain competitive rankings.

A9 Algorithm: The Foundation

The A9 algorithm primarily focused on sales velocity as the key driver for product rankings. In simpler terms, products that sold more were more likely to rank higher. Keywords, product pricing, and availability were essential but secondary to the overarching importance of conversions. The algorithm was heavily transactional, emphasizing short-term performance.

The Shift to A10: A Customer-Centric Approach

Amazon A10, the newer iteration, has shifted the focus from merely sales-driven factors to a more customer-centric model. Here’s how A10 changes the game:

1. Relevance Over Sales Velocity

Keywords now play a much more critical role than before. While sales are still important, Amazon prioritizes products that align more closely with the customer’s search intent. This means sellers must conduct in-depth keyword research and optimize listings with long-tail and specific keywords to attract the right audience.

2. External Traffic Matters

Unlike A9, A10 gives significant weight to traffic from external sources. Listings that bring in traffic from social media, Google, or other platforms are rewarded with better rankings. This has made external marketing campaigns a crucial part of Amazon SEO strategies in 2024.

3. Enhanced Focus on CTR and Conversion Rates

Click-through rates (CTR) and conversion rates (CR) are now more critical than ever. Products with high CTR and CR—indicative of engaging titles, high-quality images, and persuasive copy—see improved rankings.

4. Customer Engagement Metrics

Metrics such as repeat purchases, time spent on page, and wishlist additions are gaining importance. These data points help Amazon evaluate customer satisfaction and loyalty, which influence rankings.

5. Organic Content Integration

Content beyond product listings, such as brand stories and A+ Content, is now a vital ranking factor. These elements help build trust and encourage deeper engagement, which A10 rewards.

Key Takeaways for 2024

To thrive under A10, sellers should:

  • Prioritize relevant keywords tailored to customer intent.

  • Leverage external traffic sources to drive clicks and sales.

  • Optimize listings for high CTR and CR with engaging visuals and copy.

  • Focus on customer engagement metrics by offering a superior buying experience.

Understanding and adapting to A10 ensures your products don’t just rank higher but also resonate with the evolving needs of Amazon shoppers.



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