Amazon’s A10 Algorithm and How it Works

October 24, 2018 by Price-Fuel

Amazon, like all other search engines, makes changes to their algorithm to better serve their customers. You may have heard about an Amazon A10 algorithm update. The truth is, this so-called update is a rumor that spread around the Internet.

Keep reading to learn more about the A10 rumor and how to boost your rankings in Amazon search.

Amazon’s A10 Algorithm Update: The Real Story

First, let’s talk about the name – A10. The company that Amazon bought to develop and manage their shopping search engine in 2003 is called A9. The rumored A10 update took its name from this company, but A9 hasn’t changed its name nor issued an update named “A10.”

The top results in Google seem to contradict one another as well. Some posts on the topic have altogether disappeared. And none of them cite any reputable sources for this algorithm update.

What’s even more shocking is that some Amazon SEO services are regurgitating the same information.

It’s safe to say that it’s a falsehood.

Now that you know that the A10 algorithm update isn’t a thing, let’s dig into the real A9 algorithm so you can get ranking.

Tips for Boosting Your Amazon Rankings

The Amazon algorithm decides what, and how often, products show in searches. The main purpose is to suggest the most relevant items to its users.

No one knows exactly how Amazon’s search engine works under the hood. But using data tests and repeating correlations, a well-educated guess is possible. We do know that previous purchases and shopping preferences are major factors in product recommendation results, amongst other things.

Here are guidelines you can follow to get your listings in the best of shape.

Optimize for Internal Search

Instead of spending time and effort ranking in Google, you’re better off investing in Amazon internal searches. Amazon users arrive with the intention of buying stuff. On the contrary, just 10% of Google searches end in a purchase.

However, optimizing your listings for Amazon are still critical. Take a look at these stats:

  • The first three products shown in search results get a whopping 64% of the clicks.
  • A small 30% of shoppers make it past the first search results page.
  • The first product listed gets 35% of the clicks.

So it seems like getting into those first three coveted spots is the goal. If nothing else, at least make it on the first page.

How? With things like proper titles, keywords, and pricing, among others. Let’s dig into some ranking techniques.

Listing Titles

The title is the first impression that shoppers get. The keywords in your title send signals to Amazon’s algorithm too.

Make sure to include your most relevant keywords at the beginning of your title. Most likely this includes the product name.

Amazon provides a title style guide for sellers. In that guide, they recommend putting these important pieces of information in your titles:

  • The brand name
  • The product line name
  • The product type
  • How many are in the package
  • What kind of material it’s made from
  • Product colors
  • Any other important key deciding features

However, do not keyword stuff your product titles on Amazon. Can you describe your product in a way that includes your keywords but is still human-friendly?

It should make sense to shoppers and not look like a bunch of spam. If shoppers get turned off by your unprofessional looking title, getting on the first page of results won’t matter much.

Keywords for Your Product Copy

Do your keyword research before you even start writing your product copy so that you can build the copy around the keywords. The best way to find winning Amazon keywords is from your competitors. Here’s how to reverse engineer what’s working.

1. Find your most successful competitors.

Search for the product on Amazon and choose the top three with the most reviews.

2. Discover the keywords they’re using.

Once you find the top three, read their product copy and take note of any keywords they are using that are also relevant to your product.

3. Compile an expanded list.

You now have a bunch of top performing seed keywords. We’re going to expand that list a little further.

In the Amazon search bar, type a hashtag and then each of the keywords you discovered in the last step, one-by-one. Add any other relevant ones you find to your list.

Wondering how many searches these keywords get on Amazon? You can check the search volume of your keyword list using software such as MerchantWords. Now go ahead and write your product copy.

Again, don’t stuff your product copy with keywords that aren’t relevant. Amazon’s algorithm no longer favors keyword stuffing in titles or descriptions. You can, however, add more keywords in the back-end process while creating your product listing.

Keyword Indexing

To get ranked at all in keyword searches, your listing must get indexed by Amazon first. Here’s a manual way to tell if your listing is indexed for your chosen Amazon keywords.

Enter your item’s ASIN number in the Amazon search box followed by a plus sign and your keyword. The results will tell you whether you’re indexed for that keyword.

If you’d rather use the processing power of software to do the task for you, there’s a Chrome plugin you could try instead.

Sales and Conversion Tips

Conversion rates and sales frequency are vital components of ranking high on Amazon. In fact, if you get to page one because of sales volume, the process will have a snowball effect. The more you sell, the higher you go.

The following tips are ways to increase conversions.

Answer Questions Within Copy

To increase conversions, be pro-active in answering your prospects’ questions so they don’t have to ask. For example, software vendors could state in their sales copy that the product is compatible with the Mac operating system.

Outstanding Images

Make your main image standout within search results by taking advantage of the full design space and using colors that pop and draw attention. Also, use the highest quality images you can so that shoppers can zoom in on the products. Include all-around views too.

A shopper needs to clearly see the item. This is the equivalent of picking the product up and examining it in a brick-and-mortar store.

Web-Friendly Copy

Make your product copy web-friendly using whitespace, bullet points, and proper formatting. No one wants to struggle through a bunch of text crammed together.

Promotions and Coupons

Everyone loves a sale. Not only will adding a coupon boost conversions, but the orange coupon badge displayed in search results will draw more attention to your listing.

Promotions, like coupons, are great for getting initial sales and ranking results. If you have an email list, send out promotion updates so your loyal customers get your coupons too.


Lowering your price, especially in the beginning, helps generate more sales. Since historical sales data effects rankings in Amazon, getting a boost because of lower pricing will push your listing up in search results. You can increase your pricing after 180 days of steady sales and maintain keyword rankings due to Amazon’s historical sales ranking algorithm.

External Traffic

Amazon rewards external traffic with higher rankings. New customer acquisition is still important to them and is getting harder as many people already have an Amazon account. Bringing in shoppers from outside sources increases the chance of a new customer for Amazon, for which, they reward you with rankings.

Use promotions and coupons as a way to get external traffic over to your products on Amazon. You’ll not only reap the rewards of increased sales, but of higher rankings as well.

Amazon PPC

You can use Amazon PPC ads to boost your sales and thus, rankings. Also keep in mind that Amazon measures sales over a three-month period so even if your sales dip a bit one month, you can still hold high rankings.

Reviews Matter

The last ranking tip we have for you is to encourage reviews. Online shoppers rely on reviews as much as they value a recommendation from a friend. They also believe that a higher number of positive reviews means that particular product is more trustworthy.

Reviews play a hand in Amazon rankings as well. If you have two competing products, the one with more reviews will often rank higher than the other.

What’s the Bottom Line?

The good news is that you don’t have to worry about the A10 algorithm update or learn a whole new set of rules for ranking. Get to work using the helpful tips above as a guide for ranking your Amazon listings.

Got all this down but still need help with product pricing? We can help! Come check out what we have to offer.

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