June 16, 2023

Amazon A10 Algorithm: How to Rank Your Products Higher

Amazon A10 Algorithm: How to Rank Your Products Higher

When it comes to online shopping, 63% of consumers start their product search on Amazon. 70% of them don't go past the first page of results; that's where 2/3 of the clicks happen.

The Amazon A10 algorithm determines whether your products will appear on the first page of Amazon search results.

How does the A10 algorithm work, and what can you do to optimize your product listings and get higher rankings on Amazon? Let's dig into the Amazon A10 algorithm and then look at some actionable tips to improve your product rankings on Amazon!

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What is the Amazon A10 Algorithm?

Amazon has its own search engine that aims to help users find the right product they're looking for.

Let's take the example of a person looking to purchase noise-canceling headphones. As the majority of consumers, they start their buyer journey on the Amazon search box.

The Amazon search engine works similarly to Google´s. It shows several consumer options that are relevant to their search query. The Amazon A10 algorithm is how Amazon determines which products to display in search results and in what order.

There are many parts to an Amazon search engine results page (SERP), including sponsored listings, Today´s Deals section, Amazon's Choice, sponsored video ads, highly rated product ads, expert recommendations, and sustainable factor rankings.

Not only is the A10 algorithm instrumental in helping customers find what they’re looking for quickly and easily, but it also has a direct impact on Amazon’s bottom line.

By optimizing the SERP to show customers the most relevant products and driving conversions, Amazon is able to increase its revenue. Marketers can also take advantage of the algorithm by optimizing their product page for higher rankings in search results. By fine-tuning product descriptions, images and titles, they can improve their ranking on the SERP and ultimately help drive more sales.

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How Does the A10 Algorithm Differ from the A9 Algorithm

The A10 algorithm is the recent and updated version of the Amazon A9 algorithm.

Compared to the A9 algorithm, the Amazon A10 algorithm is designed to better reflect customer search behavior and provide more relevant results. The end goal is to improve the shopping experience.

Essentially, the algorithm ranking factors remain the same. What has changed is how relevant Amazon considers each factor to be.

The A9 algorithm puts a lot of emphasis on sales performance, making it prone to promoting products that are more likely to convert for a particular keyword. While sales performance is still a critical deciding factor, the A10 algorithm has shifted the focus to promoting listings that are relevant to the customer search query.

What Factors Does the A10 Algorithm Take into Account?

Here are the most important factors the Amazon A10 algorithm takes into consideration when ranking your product listings:

PPC Bids

PPC bids continue to be a huge driving factor behind A10 rankings.

When someone searches for “cat tree” on Amazon, 3 out of the 5 top results are sponsored posts.

Optimizing your bids and budget carefully to identify the most cost-effective and successful bids for your product is vital.

Sales Velocity

The more products you sell, the higher your listing will appear on search results. Sales history plays a key ranking role in the A10 algorithm.

Amazon uses sales velocity data to calculate the Best Sellers Rank (BSR). If your product is a category Best Seller, it signals to Amazon that it is relevant to users´ search in that specific category.

Customer Reviews & Seller Authority

93% of buyers read online customer reviews before making a purchase. Reviews matter to customers, so they also matter to the A10 algorithm.

Specific search queries even display a sponsored section that showcases highly rated products.

Highly rated sponsored section

The A10 algorithm favors sellers that have good seller authority. That means sellers with high customer ratings and many reviews, and low return rates handle returns effectively and hold a varied inventory.

Product Detail Page (PDP) Quality

A high-quality product detail page contributes to a better shopping experience. Therefore, the A10 algorithm considers listing quality a key ranking factor.

A bestselling Amazon listing has the following characteristics and features:

  • Optimized titles, descriptions, and key features
  • High-quality images and videos
  • A+ content
  • Ratings and reviews
  • Answered questions

How Can You Improve Your A10 Ranking?

Now you understand the A10 algorithm factors that affect your Amazon SERP ranking. The good news is you can significantly influence those factors.

This section outlines how to improve your Amazon A10 ranking and the tools that can facilitate your efforts.

Utilize Keywords in Your Product Listings

As a search engine, the A10 algorithm revolves around keywords. Optimizing your product listing for relevant keywords is the first step to improving your A10 ranking.

The critical term is relevant. Avoid keyword stuffing for the sake of it, as it can lower the quality of your listing and damage your ranking. Remember, the best Amazon listings are informative and well-rounded.

Here are three tools that can help you keyword optimize your product listings:

  • Keyword Wizard for Amazon - Find relevant keyword ideas and assess their competition and search volume. You can dominate A10 rankings by focusing on high-volume, low-competition terms.
  • Keyword Manager for Amazon - Collect and organize all your keywords from different tools in one simple interface. You can integrate this tool with Keyword Wizard for Amazon.
  • Search Insights for Amazon - Analyze the performance of your product listings and your competitors´ keyword ranking strategy. This tool gives you deeper insights to improve your rankings.

Optimize Your Product Pages for Relevancy

To begin, make sure to list your products in the right product category. This can affect visibility and rankings as it comes back to your listing being relevant to buyers’ search terms.

The Listing Quality Dashboard on Seller Central highlights listings that need attention and offers insights on how to improve them. You can audit your Amazon product pages using the free Listing Quality Check for Amazon tool by Semrush. The tool provides you with actionable recommendations to improve the quality of your pages and your A10 rankings.

In the Sellzone blog, you can find a collection of guides on Amazon listing optimization.

Increase Your PPC Bids

1 in 3 Amazon sellers planned to spend more on ads in 2022. For your products to stand out in search results over the competition, you need to increase your PPC bids.

A tool like the PPC Optimizer for Amazon can help you make the most of your advertising budget. The tool also offers you detailed data on how your ads are performing, including impressions, clicks, and click-through rates.

Encourage Customer Reviews

You need to be proactive when gathering customer reviews, as the A10 algorithm favors sellers with a high number of positive reviews and low return rates.

Amazon has a built-in “Request a Review” function that allows you to send a manual email review request 5 to 30 days after the customer makes a purchase. This method can be time-consuming if you have many orders.

Luckily, there are other ways you can get more reviews on Amazon. You can encourage customer reviews by participating in the Amazon Vine Program, using product inserts, and boosting initial sales through discounts and giveaways.


The newest version of the Amazon ranking algorithm puts customer experience at the forefront. A10 aims to provide buyers with results that are relevant to their search intent. To determine a listing´s rank, A10 takes into account PPC bids, the listing´s sales history, the seller´s authority, and customer reviews, as well as the quality of the listing page and its content.

You can influence the A10 ranking by utilizing relevant keywords, increasing your PPC bids, optimizing your listings for relevancy, and having high customer ratings and reviews.

Using tools to optimize your listings and measure results can give you a significant boost in rankings.

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Read More

Now you know that the Amazon A10 algorithm awards relevancy. What's more, customers can get easily overwhelmed by too many choices shown in search results. That's why it's important to have adaptive content that's relevant to their needs. Learn how to personalize your ecommerce store for every customer!