May 20, 2025

Amazon A10 Algorithm Explained: The 2025 Seller's Guide to Ranking Higher

What is the Amazon A10 Algorithm?

The Amazon A10 algorithm is the current ranking system used by Amazon to determine which product listings appear first in search results. While the previous A9 algorithm heavily emphasized sales and ad spend, A10 focuses more on optimized listings, relevance, customer satisfaction, and organic performance.

The goal? Provide Amazon customers with the most relevant, trustworthy, and satisfying shopping experience possible.

Understanding the A10 algorithm is crucial for Amazon FBA sellers, especially those trying to build long-term success on the platform. With the shift toward valuing external traffic and seller authority, A10 rewards those who build sustainable, customer-first brands.

Amazon A9 vs A10 Algorithm – What Changed?

The transition from Amazon A9 to A10 marks a significant shift in how product rankings are calculated. Here's a quick comparison:

Feature	Amazon A9	Amazon A10
Ad Spend Weight	High	Lower
External Traffic	Low Impact	High Impact
Seller Authority	Moderate	High Priority
Organic Sales	Important	Very Important
CTR & Engagement	Considered	Key Factors
Relevance	Based mostly on keywords	Based on behavioral data + keywords

Key Takeaways:

• Amazon A10 prefers quality over brute-force advertising.
• External traffic from off-Amazon sources boosts rankings.
• Trusted sellers with high feedback, FBA usage, and good inventory get prioritized.

How the Amazon A10 Algorithm Works

The Amazon A10 algorithm is built around a simple idea: rank the products that customers are most likely to buy and love.

Instead of just rewarding listings with the highest ad budget, A10 looks at signals that indicate genuine customer interest and satisfaction.

Key Ranking Signals:

1. Click-Through Rate (CTR) – If users often click on your product in search results, Amazon sees it as a good match.
2. Conversion Rate (CR) – If clicks lead to purchases, that’s even better.
3. Sales Velocity – The faster your product sells over time, the better.
4. Seller Authority – Your overall history and reputation on Amazon (reviews, feedback, shipping speed).
5. External Traffic – Bringing in traffic from social media, blogs, YouTube, and influencers is a huge plus.
6. Listing Relevance – Keywords, titles, bullet points, and backend data still matter—but behavioral data matters more.

Top Ranking Factors in the Amazon A10 Algorithm

1. Product Relevance
Amazon still cares about keyword placement. You should include your main keyword and variations in:

• Product Title
• Bullet Points
• Description
• Backend search terms

Use long-tail keywords to capture specific buyer intent. For example, instead of “running shoes,” try “lightweight trail running shoes for women.”

2. Sales History & Performance
Consistent sales are crucial. The A10 algorithm favors listings that:

• Sell regularly
• Have low return rates
• Receive positive feedback

A spike in sales followed by a drop may hurt your ranking—sustained performance is key.

3. External Traffic Sources
Amazon wants to see that your product is in demand outside their ecosystem. Driving traffic from:

• Facebook Ads
• Influencer campaigns
• Blog reviews
• Email newsletters

...helps boost your visibility in search results.

4. Seller Authority & Feedback
Trustworthy sellers rank higher. This includes:

• High seller ratings
• On-time delivery history
• FBA usage (Amazon prioritizes FBA sellers in Buy Box rotation)

5. Organic vs Sponsored Sales
Organic sales matter more than ever. While sponsored ads help with visibility, Amazon A10 rewards sales that come from search, not just ads.

How to Optimize for the Amazon A10 Algorithm

If you want to rank higher in Amazon search, your focus should be on providing value to customers, not tricking the system. Here's how to optimize effectively:

Keyword Research

• Use tools like Helium 10, or JungleScout.
• Identify high-converting long-tail keywords.
• Place primary and secondary keywords naturally in product listings.

Optimize Product Listings
Amazon product listing optimization include:

• Title: Keep it clear, relevant, and keyword rich.
• Bullet Points: Highlight key features and benefits.
• Images: Use high-resolution photos, lifestyle images, and infographics.
• A+ Content: If available, use enhanced brand content to build trust and drive conversions.

Collect Reviews Authentically

• Follow up with customers using Amazon’s Request a Review tool.
• Offer a fantastic product and service to encourage organic reviews.
• Avoid black-hat methods that violate Amazon's TOS.

Use Amazon FBA
Amazon FBA is a game-changer for the A10 algorithm. Benefits include:

• Higher shipping reliability
• Better customer service
• Access to Prime customers
• Preferential ranking in Buy Box and search results

Read this article to learn more about Amazon FBA and how you can get started: Amazon FBA for Beginners 2025: A Complete Step-by-Step Guide.

Amazon FBA and the A10 Algorithm: Why They Work Together

Amazon FBA sellers are often favored by the algorithm because FBA improves:

• Delivery speed
• Customer satisfaction
• Returns processing

A10 also rewards FBA listings with better visibility and Buy Box rotation because Amazon controls fulfillment and knows it can trust the experience.

The Role of External Traffic in A10

Amazon is starting to value brands that behave like real businesses not just marketplace sellers.

Bringing in traffic from external platforms shows Amazon your product is in-demand and not dependent solely on their system.
Best external traffic sources:

• Google Ads
• Pinterest
• Instagram Influencers
• YouTube Product Reviews
• Affiliate Blogs

Pro Tip: Use Amazon Attribution links to track where your external traffic is coming from.

Frequently Asked Questions About the Amazon A10 Algorithm

Is the Amazon A10 algorithm better than A9?
Yes. A10 emphasizes relevance, customer trust, and long-term performance over ad spend and clickbait tactics.

Does Amazon PPC still matter?
Yes, but its influence on organic ranking is reduced. Use ads to get initial visibility, then focus on converting those clicks into organic sales.

How do I know if A10 is affecting my listings?
Watch for changes in organic rankings, impressions, and CTR. If your listings drop despite high ad spend, A10 may be weighing other factors more heavily.

Can I rank without external traffic?
Yes, but you’ll grow faster with it. A10 prioritizes listings that attract attention from beyond Amazon.

How often is the Amazon algorithm updated?
Amazon tweaks its algorithm frequently, but major updates like the shift from A9 to A10 happen every few years.

Common Mistakes to Avoid

• Keyword stuffing
• Relying only on Amazon PPC
• Neglecting backend search terms
• Poor image quality
• Ignoring reviews and seller feedback
• Inconsistent inventory or delivery delays

Final Thoughts: Mastering the Amazon A10 Algorithm

The Amazon A10 algorithm represents a more advanced, buyer-centric ranking system. To succeed:

• Think long-term
• Build a strong brand
• Focus on genuine customer value
• Leverage external marketing strategies

In 2025 and beyond, sellers who adapt to A10’s values—relevance, trust, and quality—will continue to win.

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