By The Seeking Hermit

What is Amazon SEO? In its basic understanding it is comparable to Google SEO. The primary underlying principle of both the exercises is the same – to rank amongst the top searches. Be it Amazon or Google, the consumer patience is limited and does not hold beyond the first three or maximum seven pages of an organic search result.

The way in which Amazon SEO differs from Google SEO is that Amazon SEO is driven by product search and the call to action is the purchase of the product; while Google SEO addresses the need for information on a search query.

It is because Amazon is a marketplace that everything to do with Amazon, including SEO, is always centered around the product-consumer intent and interaction.

On the face of it Amazon SEO feels quite simple. Map out a keyword strategy, craft compelling content that includes the keywords and you should be sorted. But most sellers on amazon are quite stumped when despite the application of this formula, search results are not promising.

Apart from extreme competition on this marketplace; the other important reason why SEO strategies have little success – is the constant upgrade to Amazon’s A9 Algorithm. Unless you are up-to-date with these updates, making the A9 algorithm work to meet your SEO goals will always seem like the toughest challenge.



The increasing popularity of Amazon has made it a favorite tool for consumers to indulge in intelligent shopping. More than Google or any other search engine, consumers are leaning more and more toward Amazon to latch on to a thought-through purchase.

This is also primarily the reason why Amazon has made the consumer experience the backbone of its search algorithm. Amazon matches a consumer search query with the relevant answers within a product listing to show organic results which will enhance the consumer experience.

To rank amongst the top searches on an Amazon search string, it is important to optimize your product listing to meet the information needs of the consumer.


The Amazon algorithm is a little more complex than a mere matching of search strings to the product listing. As mentioned before, Amazon algorithm is designed to take into account the consumer experience. With this in mind the organic product ranking on amazon depends collectively on the following factors:

  • Keyword Inclusions

  • Sales Velocity

  • Available Inventory

  • Fulfillment Methods & Duration

  • Product Feedback

This becomes a tougher challenge for new and upcoming brands. To understand how to pull up your organic rankings basis the above metrics, it is important to know a little in detail about the A9 algorithm and its consistent updates.


The Amazon A9 Algorithm is designed to rank products and match them to search strings basis two factors:


    Keyword relevance is at the core of product ranking on amazon. The very first thing that the algorithm compares is how compatible is your product listing with the search query of the consumer.

    The keyword relevance follows the ladder-style keyword infusion of mapping relevant keywords along:

    – Title
    – Bullet Points
    – Product Description
    – Enhanced Brand Content (where text boxes are applicable)

    The A9 Algorithm is designed to overlook keyword stuffing and this tends to sometimes impact the product rankings negatively


    Once the basics of keyword mapping is completed, the A9 Algorithm then evaluates the product basis its performance to match the search string. The product performance is determined by the A9 Algorithm basis the following:

    – Sales Velocity or Demand For Product
    – Inventory Status
    – Fulfillment Report
    – Consumer Feedback

    A good performance report helps you pull your product ranking further along the search string. A few other factors which affect performance rating on the A9 algorithm are:

    – Negative Feedback
    – Longer Shipping Times
    – Returned Products
    – Damaged Products


The BIG NEWS – A10 is not an official release by Amazon. The latest set of updates to the A9 Algorithm have gained popularity in discussions between Amazon Sellers as the A10 update to differentiate it from the multiple updates that the A9 Algorithm has gone through in the past.

As seen above, the primary difference between the older ranking system and the newer ranking system is the shift from keywords to consumer experience.

Let’s explore the A10 update in detail:

  1. Keyword focus shifted to consumer intent

    Till the A10 updates were released, the focus of the keywords was performance. The inclusion of performing keywords was given a priority. This has shifted in the latest update to include consumer intent. This opens a wide range of keywords for brand owners to include in their product listing that will match search strings set forth by new consumers.

  2. Seller Preference

    The entire update to A10 is to make the algorithm more consumer centric. The consumer experience is the primary factor that is driving the rankings. This means that the lowest price offer or the best discount are no longer the most important factors in a product ranking. Instead, what is more likely to bring your product to the top of the search string is your seller credibility.

    Factors affecting seller credibility include:
    – Seller Rating
    – Seller Feedback
    – Account Health

  3. Sales History & Velocity

    At the end of the day, Amazon is a marketplace. The proof lies in the pudding. Your sales history and the current demand for your product matter to the updated algorithm. Needless to say, a healthy sales history and current pipeline of sales orders helps push your product to the top of the organic search ladder.

  4. Click-Through-Rate

    This is particularly useful for new and upcoming brands who have yet to establish a sales history and are working toward proving their sales velocity. The A10 updates focus on the CTR generated by the products. Special relevance is assigned to products who receive clicks from non-amazon sources. This includes clicks from email and social media campaigns that are directed toward the amazon purchase.

  5. Conversions

    Following up on the CTR is the conversion matrix. The higher the rate of conversion the likelier is the product to succeed. The A10 algorithm takes into account the conversion rate to match a given product to the search string. If the product is likelier to convert, is receives a higher ranking despite a newer sales history or a higher product pricing than its competitor

  6. Amazon Marketing Services

    The current A10 algorithm is designed to take into account the marketing efforts of a seller account for a given product. The better performing ad campaigns and ad groups are pulled higher on organic search rankings as well. The concept remains the same as CTRs and conversions. If the ads are generating enough clicks to convert into a purchase, it is proof of the consumer intent to invest in the product.


While keyword mapping and inclusion of keywords still remains at the core of Amazon SEO, the shift in the algorithm is from performance to consumer intent. With consumer experience driving the decisions of the A10 update, Amazon SEO Strategy needs to focus on intent and behavior as opposed to the earlier weightage on performance.

The shift of focus to consumer intent has opened new opportunities for brands to rank their products on a wide range of search strings. Get your product listings optimized and revisit your SEO strategy for better organic search rankings on Amazon.

You can also get in touch with the RedMonk team for an Amazon Audit.