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Amazon A9 vs. A10 Algorithm: What’s Changed & How It Affects Your Listings


Amazon's search algorithm has evolved significantly, shifting from A9 to the enhanced A10. These changes directly impact how products rank in search results, making it crucial for sellers to adapt their strategies. Understanding the differences between A9 and A10 can give your listings a competitive edge and boost your sales.

🔍 A9 Algorithm: The Foundation of Amazon Search

Amazon's A9 algorithm prioritized sales velocity, meaning products with higher sales ranked better. The ranking factors under A9 included:

  • Sales History – The more a product sold, the higher it ranked.

  • Keywords in Listings – Optimized titles, bullet points, and descriptions played a vital role.

  • PPC (Pay-Per-Click) Advertising – Sponsored ads significantly influenced rankings.

  • Click-Through Rate (CTR) & Conversion Rate (CVR) – Products that converted well gained better visibility.

While A9 was heavily sales-driven, A10 takes a more holistic approach to ranking, focusing on organic and customer-driven factors.

🚀 A10 Algorithm: The Evolution of Amazon SEO

The A10 algorithm shift brings a new focus on user experience and organic ranking. Here are the major changes:

  • Reduced PPC Influence – Unlike A9, A10 doesn’t give as much weight to paid ads. Organic ranking now holds greater importance.

  • Increased Weight on Seller Authority – Seller reputation, fulfillment method (FBA vs. FBM), and product quality now play a bigger role.

  • Stronger Focus on Organic Sales – A10 prioritizes genuine demand and organic conversions over purely ad-driven sales.

  • External Traffic Matters More – Driving traffic from external sources (social media, blogs, influencer marketing) significantly boosts rankings.

  • Customer Engagement & Reviews – High ratings, positive feedback, and Q&A interactions improve search visibility.

  • Enhanced Buyer Behavior Analysis – Repeat purchases, time spent on the product page, and customer satisfaction metrics influence rankings.

🛠️ How These Changes Affect Your Listings

The A10 update means sellers must shift their strategy to focus more on organic growth rather than just paid advertising. Here’s how you can optimize your listings:

✅ Optimize for Keywords – Ensure your product titles, bullet points, and descriptions are keyword-rich but natural. 

✅ Encourage Positive Reviews – Focus on customer satisfaction and request reviews ethically. 

✅ Leverage External Traffic – Use social media, email marketing, and influencer partnerships to drive off-Amazon traffic. 

✅ Enhance Product Images & Content – High-quality images, videos, and engaging content improve conversion rates. 

✅ Use FBA for Better Rankings – Fulfillment by Amazon (FBA) tends to boost search rankings due to faster shipping and better customer experience.

📌 Final Thoughts

Amazon’s A10 algorithm rewards sellers who prioritize organic sales, customer engagement, and external traffic. By adapting to these changes, you can gain a competitive edge and improve your product rankings. The key to success lies in optimizing your listings for the new ranking factors while delivering an excellent customer experience.

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