Amazon

Amazon SEO in 2025: How the A10 Algorithm Actually Works

Amazon's search algorithm (nicknamed A9, now effectively A10 in its updated form) determines which products appear in search results and in what order. Understanding how it works gives you a decisive advantage over sellers optimising blindly.

What the A10 Algorithm Prioritises

Amazon's primary goal is to surface products most likely to be purchased. The algorithm weighs multiple signals:

Signal	Weight	How to Optimise
Conversion rate	High	Better images, copy, pricing, reviews
Click-through rate	High	Main image, title, price, star rating
Sales velocity	High	Consistent, growing sales history
Keyword relevance	High	Title, bullets, description, backend
External traffic	Growing	Social, email, influencer traffic to listing
Seller performance	Medium	ODR, late shipment rate, feedback score
Pricing	Medium	Competitive, buy box eligible

The Role of Listing Copy in A10

Keyword indexing is the primary role of listing copy in the algorithm. Amazon can only rank your listing for keywords it can find in your content. Title keywords carry the highest weight, followed by bullet points, then description, then backend search terms. A listing without the target keyword in the title is fighting with one hand tied behind its back.

Why External Traffic Now Matters More

One significant A10 update is the increased weight given to external traffic — visits arriving from outside Amazon (Google, social media, email newsletters). Amazon rewards sellers who drive their own traffic to the platform, as it reduces Amazon's customer acquisition costs. Use Manage Your Customer Engagement tools and Brand Referral Bonus programme to track and incentivise external traffic.

The Velocity Flywheel

Amazon rewards consistent, growing sales. More sales → better conversion rate → higher ranking → more visibility → more sales. This flywheel is hard to start and powerful once moving. The fastest way to start it: launch with aggressive PPC targeting your primary keywords, build reviews through legitimate means (Vine, follow-up email sequences), and ensure your conversion rate is maximised before scaling spend.

Review Velocity and Star Rating

Star rating and review count directly affect conversion rate — which in turn affects ranking. A product with 50 reviews at 4.8★ will almost always outperform an identical product with 5 reviews at 5.0★. Enrol in Amazon Vine immediately upon launch to generate early, credible reviews.