SEO Amazon

Understanding the Amazon a9 Algorithm

Every search engine in the world has some sort of algorithm that runs in the backend. It is responsible for everything you see when the results are outputted. In most cases, its job is to show relevant content.

Amazon A9 Algoritme

Think of A9 as the Google of Amazon and you'll understand how important it is to rank well in their search results. Understanding the A9 algorithm can be difficult. Primarily, because they don't publish a ranking factor list or explain their process in detail.

That's why we've put together this post to help shed some light on what works. But also on what doesn't work, and what might work soon with Amazon's algorithm.

Whenever you're ready to learn more about the Amazon A9 algorithm, keep reading.

What Is the Amazon A9 Algorithm: Amazon Ranking Factors

Amazon’s search engine, known as “A9” takes into account many factors when determining rankings for products on its platform and in its store. Understanding these algorithms is fundamental to selling your goods on this marketplace effectively.

The following will take you through four different types of ranking signals that are used by Amazon. As well as some tips to help increase sales based on what they have learned from consumer research.

The first type of signal is relevancy. It helps determine if people searching for certain things might be interested in your product or not. This can be determined using keywords, metadata tags like ASIN (the number assigned to a product when it is listed on Amazon), and more.

The other type of signal is conversion rate. It determines how many people who landed on your listing actually purchased the item (i.e., conversion).

Today’s algorithms also take into account things like price elasticity to determine what consumers are willing to buy. But also at what prices they will want to purchase items based on their past behavior with Amazon. This in turn helps them rank products higher or lower accordingly.

It's an important point that you should factor into your decision-making. You should use pricing strategies that can help increase sales volume for these customers.

Finally, we want to talk about relevance again because this ranking signal deserves its own mention. A major factor influencing relevance is how many of your customers actually purchase the items you are listing. Again, this can be influenced by pricing strategy.

For instance, if they have a high-priced item and a relatively low conversion rate then it will show lower on their ranking. Especially when compared to if they had a product with more units sold but at a slightly higher price point.

Keyword Optimization

Amazon looks at how many times you've used keywords in your product description, title, bullet points. This occurs to more accurately match searchers with what they're looking for on Amazon. This is true whether you're using keyword phrases or individual terms such as "running shoe."

The more frequently those words appear across your listing pages (and not just once), the higher you'll rank in Amazon's search results when people search for those terms.

Customer Reviews

Like Google, Amazon's algorithm is also heavily influenced by customer reviews. Positive feedback from verified purchasers can help your product rank well in the SERPs.

But negative comments could cause you to drop down drastically on a page of results. Not to mention, have your listing de-indexed altogether!

Item Page Features

The more information you provide about a particular item or service (the better!), the simpler it is for clients to make a purchasing decision

For this reason, Amazon looks at all sorts of features including price history data, availability dates. But also free shipping eligibility so that shoppers know exactly what they're getting when they click on your listing.

Product Description

It's important to have a quality product description. Because it will be what pops up when shoppers are browsing products on Amazon and they've got an idea of the type of item they want. However, not much more than that (not even knowing whether or not you sell their desired product).

If they click "read more" the full-length content for this specific product should load in a new window. It sounds like a lot of work, but once you get into the habit it becomes second nature. It really makes all the difference between having customers purchase from you or someone else!

Amazon has no intention of providing any detailed information about how its ranking algorithm works. But there are a few things such as the explanation of their “buy box” that we can glean.

***Please note: This article is not about how to get your product in the buy box, but rather why you want it to be included. The algorithm implements an "ultimate customer" perspective and rewards products that provide more value.

Primarily with features, like free shipping when competitors do not offer them or lower prices than other brands on similar items so shoppers will think they're getting a better deal.

A quality description helps convince customers that this item is just what they were looking for and convinces Amazon's ranking algorithms too!

How to Optimize for Amazon A9

Luckily, the Amazon A9 algorithm is quite adaptable and can be easily predicted at this point in time. To optimize your listings for Amazon A9, you must do the following:

How to Integrate Keywords

Use as many keywords in your title, subtitle, and bullet points as possible. These are all seen by Amazon's algorithm so using words like "best," "great" or even negative words can help rank higher than other listings which just contain a bland list of product features that any customer could read about on any website.

Include keyword phrases at the beginning of sentences. For example, you might write something like this: “The best way to get out stains is with Tide” if you want to optimize it for searches containing those three words.

The more often these three words show up in the text accompanying your listing, including where they appear both together and separately from each other, will make your listing more relevant for that search.

Use a mix of popular keywords as well as some less common ones so that you have the chance at ranking high for those long-tail searches.

Write naturally but don’t forget about using keywords. This can mean either repeating them over and over or sprinkling them throughout sentences. Just make sure they are mixed up enough not to sound like an advertisement!


Leverage customer reviews and feedback. Be sure to ask for them if you don’t have any reviews on your own. Get someone else to review or endorse the product – it can be a friend, family member, blog post writer who knows about your products well enough to write an informative and helpful review.

You might also want to consider reaching out through social media sites like Facebook and Twitter. Mostly because they are quite popular tools for customer engagement with potential buyers from all over the world.


Don't settle for pretty pictures, use eye-catching large images to entice the customer. Consider including product videos or demos to provide customers with a more in-depth view of your products and their features. This will help them decide if they want to buy them.


Fast shipping is what customers adore. It's a certainty that a listing with fast delivery will have better conversion rates than its slower competition. Thus, you must provide prime delivery if possible in your region.

The Importance of Keywords

Keywords are phrases and terms that clients search for on a search engine. In our case, it's on Amazon. Keywords are what your product listing is optimized for so that it will rank higher in the search results when a customer searches using those keywords.

The more popular a keyword, the easier it is to use because many people already type these words into the Amazon search bar and you’ll have an increased chance of ranking high with minimal effort. The less popular a keyword, the harder it may be to find customers searching for them but they can provide an opportunity to get some free advertising if written correctly!

For example, “poodle” might not show up as often in searches compared to the keyword “dog toys," but chances are someone has typed "poop" or "duck" into the Amazon search bar and they may stumble upon your listing.

To find out which keywords are popular, you can use tools like Google Trends or Keyword Tool to see how often people have been typing these words over overtime. You can also sort through Amazon’s Best Sellers list for a year-long snapshot of what terms customers might be searching for!

Instead of putting in a bunch of useless keywords to beef up your listing, use them sparingly and accurately to cover products in relation but not as popular.
For example, if someone is looking for "duck feathers," they may be interested in "animal toy stuffing" or "toy making supplies."

Amazon Marketing for You

Now that you understand the potency of the Amazon A9 algorithm, its ranking factors, and how you can optimize your listings for them, you are that much closer to ensuring your products stand out.

However, it might still be difficult to make these changes on your own in a short amount of time, that's why you might find use in hiring somebody who already knows how to do it.

We also developed an ROI calculator for Amazon, to download it visit our website. If you're interested in full-scale Amazon marketing services, get in touch with us and we will happily accommodate your business needs.


Lars Friis Hansen

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