Having high organic ranking on Amazon can be the defining factor between thriving sales or obscurity. Did you know that more than 70% of the shoppers do not click past the first page as they search for products?
Nearly a million new sellers joined the Amazon marketplace last year. As we enter 2025, as competition increases, understanding Amazon’s search algorithm—and what influences it—has never been more critical. A9 algorithm shaped the ranking landscape by rewarding relevance and strong performance metrics. Now, as Amazon’s ranking algorithm evolves into what many in the Amazon seller community refer to as A10, external signals and brand authority are taking on even greater importance.
This blog post aims to guide you through understanding Amazon organic ranking, providing both foundational knowledge and cutting-edge strategies for success. You’ll learn how Amazon Search algorithms have evolved over the years, why this matters for US-based sellers, and how specific optimization tactics – from listing structure to external traffic campaigns – can significantly boost your visibility. We are here to assist you in positioning your products so that your product listings rank at the top of relevant searches on Amazon.com, leading to increased visitors, higher conversions, and greater revenue. Whether you’re an experienced seller or a beginner, this blog post will equip you with the understanding needed to differentiate yourself in this growing competitive marketplace.
Article Contents
Organic Ranking Fundamentals
Amazon does not officially reveal how their organic ranking mechanism works, so it might seem mysterious at first. However, its purpose is clear – deliver relevant products to shoppers while rewarding sellers who provide a great customer experience so as to maximize sales and profitability. By understanding the core principles behind the ranking process, you can fine-tune your listings to match what Amazon’s algorithm prioritizes.
How the Amazon A9 Algorithm Works
Background & Evolution Since 2004, the Amazon A9 algorithm powers Amazon.com’s product search by ranking product listings and deciding which one appears at the top of the search results. At first, A9 focuses on two key elements: relevance and performance. Relevance assessed how closely a product listing matched the shopper’s query (keywords, product category, brand, etc.), whereas performance evaluated how often users clicked and purchased the product once they found it (conversion rate, sales velocity, etc.).
Eventually Amazon refined these signals to include more subtle factors — such as the recency of reviews, shipping reliability, and the competitiveness of pricing. Many reputable blogs and academic resources have dissected A9’s evolution, uncovering how seemingly small changes can dramatically affect visibility. For instance, Amazon’s official developer documents point to the importance of metadata, especially with Fire TV. While industry thought leaders like Jungle Scout and Helium 10 have run extensive experiments verifying the impact of keyword placement in a listing’s backend.
Recent research by the Query Understanding Team at Amazon Search published on arXiv.org reveals that the Amazon search algorithm would look to extract product attributes, such as brand and color, beyond the search term shopper searched for and map the query with Amazon’s existing list of product types. The algorithm would also come up with related attributes such as substitute brands to help customers find the most relevant products.
The 2024 study and a similar study also sheds light on how Amazon’s platform may weigh performance data. Researchers analyzed large-scale marketplace data and noted that search algorithms like A9 employ extensive machine learning to predict purchase likelihood. Key findings from these studies suggest that a product’s historical sales patterns, combined with user engagement metrics (click through rate, time on page, and add-to-cart events), significantly correlate with higher organic rankings, where purchases have a stronger impact than clicks and add-to-carts.
For sellers, focusing on improving listing engagement—particularly via compelling images and keyword-rich yet concise text—to align with Amazon’s predictive models for purchase probability will improve your product rankings.
These efforts allow Amazon to ensure the top 16 product listings that land on the first page are what the customer intended to look for. Amazon’s internal evaluation suggests that the model has 85% precision.
Core Ranking Factors
Relevance: Make sure your product listing has keywords that match common buyer queries. Not just in bullet points and product description, but also in titles, and backend fields like search terms. To cater for both broad and specific queries, sellers can audit their listings to make sure the bullet points on the listing cover different use cases.
Use Amazon’s Product Classifier tool to identify the most relevant product type for your product. Make sure the correct brand name, colour name, and product type are set for the listing. Provide as much information as possible when you submit your listing.
Performance: Amazon monitors how often shoppers click on and purchase your products, making metrics like conversion rate, total sales, and sales velocity key drivers of organic ranking. Positive reviews and high star ratings also play a major role by increasing buyer trust.
Customer Experience: Elements like shipping speed (especially if you use Fulfillment By Amazon FBA), maintaining adequate inventory levels, and offering competitive pricing reflect your commitment to shopper satisfaction.
Data & Citations Drawing from the arXiv:2408.02215 study, it’s clear that Amazon invests heavily in machine-learning models designed to maximize customer satisfaction and purchasing behavior. One major takeaway is that listing optimization—especially around keyword choice and visual presentation—can substantially influence how the algorithm ranks your product, particularly if it sees consistent improvements in shopper engagement.
Mastering these fundamentals helps sellers align their product pages with what Amazon’s algorithm favors most. In short, focusing on listing relevance, strong conversion metrics, and overall customer experience builds a robust foundation for success on Amazon.
A9 vs. A10 Algorithm
While A9 served as Amazon’s algorithmic backbone for many years, the platform has gradually shifted to what insiders and experts label the A10 algorithm. Although Amazon hasn’t officially branded it “A10” in all documentation, seller communities widely recognize it as the next generation of their search engine technology.
Transition to A10
The transition from A9 to A10 introduced a more holistic view of seller performance and product quality. While relevance and performance remain crucial, Amazon now also assesses external signals that can indicate broader brand authority. In other words, your success off Amazon can positively impact your rankings on Amazon. This shift places additional emphasis on external traffic, brand reputation, and the consistency of your marketing efforts across the web.
Key Differences Insights from three reputable sources help clarify the differences:
MyAmazonGuy on A10: Emphasizes that A10 weighs outside traffic more heavily than before. If Amazon sees that shoppers discover and purchase your product through external channels like social media or paid ads, it may interpret it as higher consumer demand.
SellerApp on A10 Updates: Highlights the role of seller authority, which includes factors like seller tenure, feedback ratings, and overall account health. The article also points out that time-on-page and bounce rates (if a shopper quickly leaves a listing) can influence how Amazon perceives listing quality.
Repricer.com on A10: Suggests that Amazon is increasingly rewarding stores that demonstrate consistent in-stock performance, fast shipping, and competitive pricing. This aligns with the algorithm’s goal to increase overall shopper satisfaction.
Practical Implications That’s why Amazon sellers need to adapt their strategies to account for a broader range of signals. Leveraging social media promotions, building robust brand profiles, and ensuring top-notch customer experiences become equally as important as keyword precision in titles and bullet points. The new algorithm also offers a distinct advantage to first movers. Sellers who optimize for A10 factors earlier often see stronger initial boosts in visibility, which can set off a chain reaction of sales, positive reviews, and further organic rank improvements.
For those who hesitate, the risk is missing out on Amazon’s reinforcing flywheel effect—where higher placement yields more sales, which in turn secures even better placement. When more shoppers visit and buy your product, Amazon ranks it higher, leading to more sales.
It’s time to reevaluate your keywords, refine listing elements, and consider external traffic campaigns to stay competitive in 2025.
Listing Optimization Strategies to Rank Organically on Amazon
Optimizing your product listing remains one of the most effective ways to improve your Amazon organic ranking. Even with algorithmic changes, the core pillars—clarity, relevance, and engagement—endure. This section explores the critical components of a high-performing listing, from keyword-rich titles to A+ Content modules.
Product Listing Title Optimization
Importance of Title Relevance & Readability A compelling product title serves as the first impression for potential buyers. Amazon’s search algorithm skims your title for keywords that match a shopper’s query, which is why ensuring relevance is crucial. Yet you also have to balance readability and compliance with Amazon’s title guidelines. While some sellers might be tempted to cram every keyword into the title, Amazon often penalizes or suppresses listings with titles that appear spammy. For most product categories, titles should be within 200 characters long, including spaces. Titles may not contain the same word more than twice, except for prepositions, articles and conjunctions. The key here is to be consumer friendly.
Keyword Placement To enhance visibility of your listing, it is important to place your most important keywords near the start of the title. That way, not only it captures the attention of potential customers, and makes it easy for them to quickly understand what the product is about, but also helps Amazon’s algorithm in recognizing relevance. The title should flow naturally —for example, “Stainless Steel Water Bottle 32 oz | Leak-Proof, BPA-Free, Vacuum Insulated” effectively highlights the main keyword (“Stainless Steel Water Bottle 32 oz”) while adding relevant descriptors without overstuffing.
Example Imagine we have a brand selling silicone baking mats. Before optimization, their product title might read: “Silicone Baking Mat, Large Size, Non-Stick.” Although descriptive, it misses out strong keywords like “heat-resistant,” “for cookies and pastries,” or mention of the quantity. A better title could be: “Silicone Baking Mat (2-Pack) | Non-Stick, Heat-Resistant Bakeware for Cookies & Pastries | Large 16” x 12”.” This updated product title is more keyword-rich, more specific, and remains user-friendly.
Changes like these can lead to higher click-through rate and, in the end, improved sales. The Amazon algorithm, seeing an uptick in sales velocity, often rewards such improvements with higher organic rankings.
Listing Bullet Point & Body Copy Optimization
Bullet Points The bullet points in your listing give a quick overview of product features and benefits. This is where prospective customers quickly assess if the product matches their needs. Include relevant keywords—both generic and long-tail—but maintain a focus on clarity and brevity. For example, instead of writing “Our silicone baking mats are the best for all your baking needs, including cookies, pastries, and more,” try something like:
Food-Grade Silicone: Crafted for safe, non-toxic baking and cooking.
Heat-Resistant Design: Withstands temperatures up to 450°F.
Easy Cleaning: Non-stick surface wipes clean in seconds.
Each bullet should highlight a unique value proposition, whether it’s ease of use, durability, or a special feature.
Description / Main Copy While bullets outline quick facts, the description or main copy is your chance to tell a more detailed story. You can share the brand’s mission, how the product was developed, or unique selling points that separate it from the competition. Make sure the text is well-structured and easy to scan.
Use line breaks sparingly to make the text more readable. Amazon stopped supporting HTML tags for formatting in 2021. The only tag allowed is line break (<br/>).
Optimizing Images
Role of Images in SEO While images don’t directly feed into Amazon’s text-based keyword system, they can show up in Google Image search. When a shopper discovers your image via Google and clicks through to Amazon, that external traffic can help enhance your listing’s authority under the A10 algorithm. Additionally, a well-optimized set of images can significantly boost your conversion rate, which indirectly influences ranking.
Image Guidelines
High Resolution: Ensure each image is crisp and meets Amazon’s pixel requirements. To enhance sales, sellers should upload at least 6 high quality images of at least 1000 x 1000 pixels, as Amazon prioritises images that allow for zoom.
Naming Conventions: Use descriptive file names rather than random strings of letters and numbers. (e.g., “silicone-baking-mat-nonstick.jpg” vs “IMG_123.jpg”)
Variety of Angles: Showcase your product from multiple angles, and include lifestyle imagery to help shoppers visualize usage.
Infographics: Highlight key features in a visually compelling way, such as size dimensions, composition details, or usage scenarios.
Backend Keyword Optimization
Search Terms Amazon provides backend fields specifically for search terms. Here, you can include alternative phrases, misspellings, or synonyms without cluttering your title or bullets. If your product is a “silicone baking mat,” you might add terms like “macaron baking sheet,” “reusable cookie liner,” or “oven mat” in these fields. Amazon instructs sellers not to repeat keywords that appear in the title or bullet points, so make the most of this 2500 bytes space by adding distinct, relevant terms. Read more on how to select and optimize Amazon backend keywords.
Other Backend Fields Fields like “Subject Matter,” “Target Audience,” and “Intended Use” also provide subtle but meaningful ways to clue Amazon into the context of your product. Adhering to Amazon’s style guidelines helps ensure these fields remain a ranking asset rather than a liability. Violating terms of service—such as stuffing unrelated brand names—could lead to suppressed listings.
A+ Content Optimization
How A+ Content Enhances Ranking A+ Content (formerly Enhanced Brand Content) allows registered brands to enrich their product pages with additional imagery, text modules, and comparison charts. Although the text in A+ Content typically isn’t indexed for immediate SEO benefits in the same way as titles or bullet points, it can elevate conversion rates. Since Amazon’s algorithm heavily weighs conversions and dwell time, better engagement with A+ Content can correlate with improved organic visibility.
Tips & Tricks
Combine Text & Visuals: Well-crafted A+ Content uses a mix of product photography, infographics, and concise copy.
Highlight Brand Story: A cohesive brand story helps foster trust and can encourage repeat business.
Use Comparison Charts: If you have multiple product variations, show them side-by-side to simplify decision-making.
Pro Tip: Premium A+ Content Amazon has expanded Premium A+ Content eligibility to more sellers, unlocking unique layouts and interactive modules. By showcasing 360-degree views or Q&A sections, you can further captivate viewers, boosting on-page engagement signals that feed back into the ranking algorithm.
5. Do’s and Don’ts to Optimize Amazon Organic Ranking So now you know how you can significantly improve the discoverability of your listing. One more tip, Amazon’s algorithm updates regularly and as sellers it is important to stay up to date to remain competitive in this evolving marketplace. By adhering to proven tactics and avoiding black-hat shortcuts, you maintain a healthy seller account and build long-term success.
Do’s
Regular keywords audit Focus on consistent keyword research and monitoring. The popularity of certain search terms can change over time, so keeping an eye on new trends is essential for staying competitive. Use tools like Helium 10, Jungle Scout, or SellerApp to identify promising keywords and evaluate your existing ones. When you incorporate these insights into titles, bullet points, and backend fields, do so with a balanced approach rather than forcing them unnaturally. This strategy ensures your listing remains both algorithmically friendly and appealing to real shoppers.
Pro Tip: Use Insights from Amazon Ads
Use Sponsored Products ads to test keywords and refine organic listings based on click-through data. As your ad gets click-throughs and conversions, the organic ranking for the keywords you are targeting would improve.
Registered brands can also use insights from Amazon’s Search Query Performance Report to identify keywords you are not ranking well. Add highly relevant queries with low impression share to the title, bullet points, and the backend keywords.
Foster positive customer reviews
You should also encourage genuine product reviews and feedback. Honest, positive reviews can enhance your conversion rates and signal to Amazon that your product meets expectations. While you can’t directly incentivize reviews, you can politely follow up through Amazon’s Buyer-Seller Messaging system.
Keep Pricing and Shipping Competitive
Furthermore, keeping your prices competitive and ensuring reliable shipping (ideally using Fulfillment by Amazon) will strengthen your product ranking. Both price and fast delivery are key motivators for customers, and Amazon’s algorithm rewards sellers that convert traffic efficiently.
Regular listing updates
Finally, regularly update your listing copy, images, and A+ Content in response to market changes, seasons, or new product information. This proactive approach can capture customer interest and help your listing appear timely and relevant. By reviewing performance data, you can see if certain keywords are underperforming or if images aren’t driving enough engagement, and then adapt to improve outcomes.
Don’ts
Don’t Keyword stuff
Avoid keyword-stuffing your product titles or bullet points. Excessive repetition of the same words may trigger Amazon’s spam detection or lead to suppressed listings. Instead, spread relevant terms logically throughout your content.
Don’t try black hat tactics
Another major pitfall is the temptation to employ black-hat tactics or incentivized reviews. Such strategies might offer a short-term bump, but they risk damaging your seller account if Amazon detects unnatural review patterns or Terms Of Service violations.
Don’t ignore your competitors
Do not ignore your competitors. If a rival product outperforms yours, investigate why. They may offer a broader set of features, cheaper pricing, or better imagery. Conducting regular competitor analysis ensures you understand the marketplace context in which your product competes. Are there concerns from the competitor’s review section that you can highlight in your listing? Likewise, don’t overlook negative reviews. Address any recurring issues quickly, either by refining your product’s features or improving your customer service. Failure to handle dissatisfaction can drag your overall rating down, subsequently harming your organic ranking.
Ultimately, an ethical, data-driven approach not only keeps your account in good standing but also creates a more compelling experience for shoppers—one that fosters loyalty, repeat purchases, and consistently high conversion rates.
Drive External Traffic to Amazon Listings
In an ever-evolving marketplace, relying solely on Amazon’s internal search ecosystem may limit your growth potential. With the A10 algorithm placing a stronger emphasis on external signals, driving traffic from outside platforms can provide a pivotal advantage. By strategically directing external visitors to your Amazon product pages, you can boost your listing’s sales velocity and overall relevance in the eyes of Amazon.
Why External Traffic Matters Amazon’s A10 algorithm now pays closer attention to the sources of your listing’s traffic. When a substantial share of potential buyers comes from external channels—such as Google Ads, Facebook, or influencer collaborations—Amazon often interprets this as a sign of broader market demand. This surge of interest from outside Amazon interest can help you climb the organic rankings. Moreover, external traffic can kick-start the “Amazon Flywheel” effect, in which more visits generate more sales, leading to even stronger rankings and greater visibility.
Landing Pages & Cookie/Pixel Data One highly effective way to leverage external traffic is by building dedicated landing pages. These pages funnel visitors directly from an external campaign to a tailored product offering on Amazon. The platformLandingCube specializes in creating these custom landing pages. Not only do they present your product details in a streamlined format before sending shoppers to Amazon, but they also enable you to collect valuable cookie and pixel data. This data allows you to retarget interested customers on social media platforms or through email campaigns later, amplifying the likelihood of conversions.
With these landing pages, you can collect email addresses or sign-ups for future promotions, building a small but valuable audience segment. Over time, this cultivated list becomes a powerful tool to launch new products or give a quick boost to underperforming ASINs with a quick injection of sales momentum.
Strategies for External Traffic Social media advertising is key in driving external traffic. Paid ads on Facebook or Instagram can introduce your product to audiences who may not be actively searching for it. Complement these ads with Google Ads targeted to specific search terms, directing potential buyers to your dedicated Amazon landing page first, and then on to Amazon. Influencer marketing similarly capitalizes on the credibility of niche tastemakers. If a popular Instagram influencer or YouTuber showcases your product and includes a link, their followers may flock to your listing, generating a notable spike in impressions and sales.
Affiliate partnership does wonders, especially for niche or specialized products. Partnering with relevant bloggers or publishers who earn commissions for each sale can generate a steady flow of referral traffic. Amazon’s A10 algorithm takes note of this recurring volume, recognizing your listing’s broader appeal. In essence, external traffic acts like fuel for your Amazon engine—driving up conversions, reinforcing your ranking, and laying the groundwork for sustained growth.
Recap: How to Improve Amazon Search Rankings
In 2025, achieving success on Amazon requires a comprehensive strategy, starting with a deep understanding of the evolution from Amazon A9 algorithm to A10. By recognizing both the ever-green significance of relevance and performance, and the growing importance of external signals and brand authority, savvy sellers can stay one step ahead. The foundation of a high-ranking product page lies in clear, keyword-optimized titles; concise yet informative bullet points; compelling product photography; and refined backend search terms that collectively satisfy both shoppers and Amazon’s search engine. Layering in engaging A+ Content—now accessible in premium formats—further boosts conversions, thereby nudging the ranking algorithm in your favor.
Of course, as powerful as listing optimization is, listing optimization alone isn’t enough. Proactively managing your reputation by focusing on genuine reviews, addressing customer concerns swiftly, and staying competitive on pricing and shipping helps foster a positive conversion cycle. External traffic emerges as a newfound priority, especially with A10’s appetite for off-Amazon signals. Setting up tailored landing pages via tools like LandingCube, running targeted PPC ads, and collaborating with influencers or affiliates all inject fresh buyer streams that can dramatically accelerate your growth.
Ultimately, maintaining a dynamic approach is crucial. Consider scheduling monthly listing audits, routinely updating keywords and visuals, and monitoring performance metrics such as click-through rates and conversion rates. Every tweak made in response to real-world data refines your listing’s ability to stand out in a crowded marketplace. For those seeking personalized guidance, our Amazon Advertising agency is here to help. Reach out for a one-on-one consultation or a fully managed solution. We’ll partner with you to elevate your Amazon business, ensuring that your products consistently land in front of the right shoppers at the perfect time.The time for action is now. Schedule a Discovery Call
