Amazon A10 Algorithm: Everything You Need to Know for 2025

Key Highlights

• Selling on Amazon means competing with millions, and your spot in the search results is a major factor in your success. The A10 algorithm decides who shows up and who disappears.
• A10 is smarter than its predecessor, A9; it doesn’t just look at what happens on Amazon but also pulls in data from outside, like social media mentions and off-site traffic.
• A10 kept A9’s focus on internal signals like reviews and sales history but added CTR, external traffic, and seller trust as new priorities.
• A10 rewards sellers who build trust with Amazon. That means consistent shipping, great customer service, and a solid track record.
• Visibility, keyword relevance, conversion rate, off-Amazon traffic, and seller authority now have the most impact on your search position.
• Optimize keywords, visuals, review collection, performance metrics, and external traffic to improve ranking under A10’s criteria.
• Sellers who watch their data, click-through rates, conversion, and performance can keep improving and stay ahead in a very competitive space.

In the crowded Amazon marketplace, your product’s visibility can make or break your success. With over 2 million retailers competing for attention, landing on the first page of Amazon’s search results is no longer optional; it’s essential. At the heart of it all is the Amazon A10 algorithm, a sophisticated system that powers the Amazon search engine, deciding which products appear where, and why.

Hence, understanding how this Amazon ranking algorithm works is vital for sellers who want to stand out in the vast Amazon marketplace. By aligning your optimization efforts, you can greatly improve your product’s chances of reaching your target audience. Whether you’re an experienced seller refining your strategies or a newcomer navigating the Amazon marketplace, this guide will equip you with the knowledge and tools necessary for success.

This infographic breaks down how the A10 algorithm works, reveals its key factors, and shows you how to optimize your Amazon listings for better search rankings and increased sales conversions.

What is the Amazon A10 Algorithm?

The Amazon A10 algorithm is the latest version of Amazon’s search engine, designed to determine the order of Amazon search results. Unlike the older A9, which heavily favored Amazon PPC and paid promotions, A10 prioritizes organic signals like external traffic, product relevance, and overall performance. It uses AI (artificial intelligence), natural language processing (NLP), and machine learning to improve how it ranks products, making it smarter and more accurate over time.

For Amazon sellers, understanding this shift is crucial for improving product visibility, earning higher search rankings, and gaining a competitive edge in the marketplace.

How Does the Amazon A10 Algorithm Work?

The algorithm employs a ranking system that assigns relevancy scores to products based on specific factors like searches, product descriptions, and external signals. Products with higher scores enjoy better rankings in search results, enabling customers to quickly find what they’re seeking. The algorithm also benefits from gathering more data, improving its efficiency.

The details it considers include:

• Front-End Keywords: These are the strategically placed keywords sellers place in product titles and bullet points to align with popular search terms.
• Backend Keywords: Sellers place backend keywords in a product’s meta tags, which aren’t visible to customers but still affect the algorithm.
• Customer Reviews: Positive reviews contribute significantly to the ranking results by telling the algorithm which products satisfy customers.
• Sales Velocity: Sales velocity is the rate at which you sell a product, and it helps the algorithm decide how much demand there is for the item.
• Conversion Rates: The conversion rate is how many listing visitors finish a purchase. Higher rates tell the algorithm that the product and its listing are appealing.
• Seller’s Authority: The seller’s authority is the merchant’s performance history on the platform. A reputable seller with a good track record is more likely to receive a higher relevancy score.
• Click-Through Rates: The click-through rate (CTR) measures the frequency at which users click on a product listing when it appears on search results. A high CTR means the product’s presentation is attractive to customers.

What is the Amazon A9 Algorithm?

The Amazon A9 algorithm served as the precursor to the A10 algorithm. Its purpose was the same as the A10’s, providing relevant results to customers, but it had distinct differences in terms of the indicators it uses and the weight it gives said indicators.

How the Amazon Search Engine Ranks Products

Wondering how does Amazon search engine work? The A10 algorithm, Amazon’s current ranking system, evaluates multiple factors to decide which products appear at the top of Amazon search results. It goes beyond paid ads, focusing on relevance, real engagement, and seller trust.

If you want to improve your ranking, you need to understand what the A10 actually values. Here are the top factors that influence your placement and why they matter:

• Relevance: Matching keywords in titles, bullets, and backend search terms increases visibility.
• Sales History: Consistent sales tell Amazon your product is trusted and in demand.
• Click-Through Rate (CTR): A high CTR signals strong interest from shoppers in Amazon search results.
• Customer Reviews: More high ratings and recent feedback improve trust and product rankings.
• External Traffic & Seller Authority: Off-site sources like blogs or Google Ads, plus strong seller performance, boost credibility.

Mastering these key ranking factors gives your listings the best shot at landing on the first page and staying there.

Need expert help optimizing for Amazon's A10 algorithm? Contact beBOLD Digital to boost your visibility, CTR, and conversions with strategies built to win on Amazon.

Amazon Search Algorithm: What Changed and What Remained?

The table below summarizes the changes the A10 update brought and the remaining features from the A9 algorithm.

As you can see, the algorithm still places importance on internal information, such as the sales history, relevant keywords, conversion rate, and reviews on the website. To add to these data points, Amazon selected others in the A10 update, including the seller’s authority, click-through rates, and sales figures.

However, Amazon also added external markers like the off-site source traffic and sales to broaden the algorithm’s perspective. The A10 update reinforces what the A9 algorithm was already good at and adds more considerations to make it even better.

Why Did Amazon Move to the A10 Algorithm?

The customer! Amazon has always placed its customers first. It even says so in its mission statement: "…To be Earth's most customer-centric company… Our actions, goals, projects, programs, and inventions begin and end with the customer top of mind.” Through the A10 algorithm, Amazon can give customers better experiences.

Here are the things the A10 Amazon algorithm does better than its predecessor:

1. Improved Search Accuracy and Speed

The A10 improves search accuracy and speed, allowing users to get the desired results faster.

2. Greater Use of External Signals

It considers more external data, providing more insight into what the customers do outside the platform.

3. Improved Customer Engagement

The A10 meets more customers’ needs and expectations thanks to better search results, improving engagement.

4. Automated Learning

Machine learning helps it learn from customer feedback and continuously refine its search result process.

5. Better Optimization for Mobile

The A10 update also improved functionality for mobile users, allowing people to shop on the go.

6. Improved Ranking of Products

Because the A10 considers a broader range of factors than the A9, it can rank products better.

7. Enhanced Data Intelligence

Besides increasing the A10’s factors, this update also harnesses data intelligence to gain deeper insights into customer preferences from existing data points.

8. Improved Personalization

The A10 can better tailor results to individual users, delivering a more targeted shopping experience.

9. Increased Relevance of Search Results

The A10 update makes search results significantly more relevant by improving its algorithm and incorporating diverse signals to match user intent.

10. Improved Customer Experience

Overall, the A10 algorithm improves the customer experience by delivering more accurate, relevant, and personalized search results, leading to greater customer satisfaction.

What Are the Top 5 Factors That Influence Your Amazon Rankings?

To perform well on Amazon, these are five of the most important factors you should prioritize.

1. Visibility of Your Products

Your products’ visibility is crucial for attracting potential customers. After all, how can anyone buy your stuff if they never see it? Though it’s possible to grow your brand organically, Amazon’s pay-per-click (PPC) advertising tool exists to hasten the process.

2. Relevance of Search Term(s)

The search terms are the foundation of the ranking results because they’re the basis of the A10 algorithm’s entire process. Whether using a PPC ad or organic listings, you must optimize your keywords to hit the correct search terms.

3. Conversion Rate

A listing’s conversion rate is the ratio of sales to the clicks or views your product has. A high conversion rate means your PPC ad successfully promotes your brand; you’re not just attracting traffic, but the right traffic.

4. External Traffic

Off-Amazon traffic from sources like blogs, Google Ads, or social media boosts your product visibility and signals broader demand to the A10 algorithm.

5. Brand Authority & Seller Trust Score

A strong reputation, built through excellent customer service, low return rates, and positive reviews, improves your trust score and positions you higher in Amazon search results.

How to Improve Search Rankings on Amazon’s A10 Algorithm?

Now that you understand how the A10 algorithm Amazon works, here’s how to turn that knowledge into action and improve your product rankings.

1. Conduct Keyword Research

Keyword research is essential to optimize your listings for relevant search terms. By identifying keywords that customers use for your product category, you can strategically incorporate them in your product titles, descriptions, and backend keywords. This move helps improve your products’ visibility and increases the chances of attracting customers.

2. Use High-Quality Visuals

Besides using keywords, a listing’s visuals also play a crucial role in capturing customers’ attention and conveying your product and brand’s qualities. Use high-quality product images and videos to showcase your goods from different angles and clearly represent their features and benefits. Humans are visual creatures, after all.

3. Encourage Reviews and Respond Promptly

Customer reviews are highly influential in shaping consumer behavior. According to the ReviewTrackers Online Reviews survey, 94% of customers avoid poorly reviewed brands, so it’s best to encourage them to leave reviews by providing exceptional products and customer service. Positive ratings build brand trust and credibility while contributing to your search rankings.

4. Leverage Amazon Advertising and Promotions

Amazon has an extensive in-house suite of advertising and promotional tools that can help your visibility. Sponsored Product Ads, for example, let you place your products in prominent parts within the search results, ensuring that more eyes see your listing. You can also use promotional features like Lightning Deals to attract attention.

5. Analyze Performance Metrics and Maintain Inventory Health

Regularly monitor and analyze performance metrics to gain insights into your marketing strategies. This process will help you make data-driven optimizations and discover what isn’t working. Pay attention to numbers like your click-through rate (CTR) from search result pages, conversion rates, and sales velocity to understand the impact of your marketing efforts. Additionally, monitor inventory health; running out of stock hurts rankings. A reliable supply signals performance stability to Amazon’s algorithm.

6. Drive Organic Traffic from External Sources

Bring in organic traffic from blogs, influencers, or social media. These external signals increase your listing’s authority and help you rank higher, especially when paired with strong on-platform performance.

7. Reduce Return Rates

High return rates signal customer dissatisfaction and can harm your rankings. To avoid this, ensure your product listings set accurate expectations with clear images, detailed descriptions, and sizing info. Analyze feedback to spot and resolve return-related issues quickly.

Amazon A9 vs A10: Key Differences and Similarities

The shift from Amazon A9 to A10 marks a move from ad-driven rankings to a more buyer-focused, performance-based approach. A9 prioritized PPC campaigns and profitability, while A10 rewards relevancy, external traffic, and overall seller authority.

A10 also factors in off-site signals, like social media mentions and reviews, making it a smarter, more holistic Amazon ranking algorithm.

Understanding the difference helps sellers optimize more effectively under A10.

Ready to Rank Higher on Amazon with beBOLD Digital?

Mastering the Amazon A10 algorithm takes more than guesswork; it demands strategy, data, and execution. At beBOLD Digital, we help Amazon sellers cut through the noise with proven SEO tactics, high-converting product pages, and full-funnel marketing strategies tailored for Amazon’s evolving ecosystem.

Whether you're struggling with visibility, poor conversion rates, or ineffective PPC, our team knows how to optimize every part of your Amazon presence, from keyword research to external traffic generation, for maximum performance.

Don’t let your listings get buried in search results. Partner with beBOLD Digital and gain a competitive edge with strategies built for A10 and beyond.

Frequently Asked Questions

How does Amazon’s algorithm decide search rankings?

Amazon’s A10 algorithm ranks products based on relevance, sales history, conversion rates, customer reviews, CTR, and seller performance. It combines internal data and external signals to prioritize listings that best match shopper intent and deliver value.

Does the A10 algorithm consider the geographic location of customers in its rankings?

Yes, the A10 algorithm considers the geographic location of customers in its rankings. It takes into account the location of the customer and the location of the Amazon warehouses where the product is available for shipping. This information helps Amazon provide more relevant search results to customers.

How does the A10 algorithm handle seasonal variations in product demand and search behavior?

The A10 algorithm adjusts rankings dynamically by analyzing real-time trends, search behavior, and spikes in seasonal demand. It prioritizes products with strong performance, relevance, and availability during high-traffic periods like holidays or sales events. 

How often does Amazon update the A10 algorithm?

Amazon updates the A10 algorithm frequently, but the exact frequency is unknown. Amazon does not release details about how often it updates the algorithm or what changes it makes. However, it is safe to assume that Amazon regularly updates the algorithm to improve customers' and sellers' search experience. Sellers should stay informed about updates and adjust strategies accordingly.

Can external factors, like social media, impact Amazon A10 algorithm search rankings?

Yes, external factors like social media can impact A10 search rankings. The A10 algorithm considers off-site data, such as social media mentions and off-site source traffic, to determine product relevancy and engagement. Brands can leverage these signals to improve their relevance scores and appear higher in search results.

Does the Amazon A10 algorithm prioritize Prime-eligible products?

Yes, the A10 algorithm prioritizes Prime-eligible products. Prime-eligible products are shipped by Amazon-approved carriers, are shipped promptly 99% of the time, and have a cancellation rate lower than 0.5%. Prime-eligible products are more likely to appear at the top of search results and are more likely to be purchased by customers.

Is the Amazon A10 algorithm part of Amazon’s search engine?

Yes, the A10 algorithm is the core of Amazon’s search engine. It determines which products appear in search results and in what order, based on a blend of relevance, engagement, and performance-related signals.

Achieving Success with Amazon’s Algorithm

All sellers are subject to the whims of Amazon’s A10 algorithm. However, that doesn’t make them helpless. By understanding the system's machinations, you can use its rules and processes to help your business stand out.

If you want further assistance in your Amazon efforts, partner with beBOLD! Contact us today to get your listings to the top of the search results!