Decoding the Evolution of Amazon's Search Algorithms: A9 vs. A10

October 01, 2023

Decoding the Evolution of Amazon's Search Algorithms: A9 vs. A10

In the dynamic realm of e-commerce, Amazon reigns supreme as the world's largest online marketplace. Central to its success is the sophisticated algorithms that power its search results, guiding millions of shoppers to their desired products. For years, the A9 algorithm was the linchpin of Amazon's search functionality. However, in 2019, Amazon introduced the A10 algorithm, promising a more refined and efficient search experience. In this blog post, we'll embark on a journey to understand Amazon's A9 and A10 algorithms, exploring their differences and the implications they hold for sellers.

Amazon's A9 Algorithm: The Foundation

Amazon algorithm

Amazon's A9 algorithm, employed for over a decade, has been the driving force behind Amazon's product rankings. Here's a brief overview of A9:

Keyword Relevance

A9 places significant importance on keyword relevance. Products that closely match a user's search query in terms of keywords are more likely to appear at the top of search results.

Sales History

Historical sales data plays a pivotal role in A9. Products with a robust track record of sales enjoy improved visibility.

Customer Behavior

A9 closely monitors user behavior, including clicks, purchases, and the amount of time spent on product listings. Products that receive more engagement from users are rewarded with higher rankings.

Conversion Rates

The algorithm considers conversion rates, measuring how effectively a product listing turns visitors into buyers. Higher conversion rates lead to better rankings.

The Dawn of A10 Algorithm: What's New?

The introduction of Amazon's A10 algorithm marked a significant evolution in how products are ranked on the platform. While retaining some A9 principles, A10 introduced several new elements:

Enhanced Relevance

A10 continues to prioritize keyword relevance but with greater sophistication. It analyzes synonyms and context to provide more precise search results.

Sales Velocity

sales velocity

Sales history remains crucial, but A10 places a stronger emphasis on recent sales trends. Products that sell briskly in the present are granted better visibility.

Customer Engagement

Customer engagement metrics, such as click-through rates (CTR), conversion rates, and customer feedback, are now central to A10's ranking decisions. Products that resonate well with users are promoted.

Inventory Management

A10 takes inventory management seriously, penalizing products with inconsistent availability. Maintaining consistent stock levels is crucial.

Sponsored Products

Amazon's advertising platform has gained more prominence in A10. Sellers can use Sponsored Products campaigns to boost visibility for their listings.

What Stayed the Same in A10 Algorithm from A9?

Despite the significant changes, some core principles have endured from A9 to A10:

  • Keyword Relevance: Both algorithms prioritize keyword relevance, although A10 takes a more nuanced approach by considering synonyms and context.
  • Customer Behavior: User engagement, such as clicks and time spent on listings, continues to be important in both A9 and A10.
  • Conversion Rates: The significance of converting visitors into buyers remains a common factor in both algorithms.

How Can A10 Algorithm Impact Amazon's Ranking System?

The introduction of A10 brought about a more refined and dynamic approach to product rankings. Sellers need to adapt their strategies to navigate this new landscape effectively:

  1. Keyword Strategy - Sellers should upgrade their keyword strategy, embracing synonyms and contextual relevance. Utilizing tools like Amazon's Keyword Research tool can help identify relevant keywords for listings.
  2. Inventory Management - Maintaining consistent inventory levels is crucial to avoid penalties under A10.
  3. Sponsored Products - Leveraging Amazon's advertising platform through Sponsored Products campaigns can boost visibility significantly.
  4. Customer Engagement - Invest in high-quality product images and descriptions to enhance click-through rates and conversion rates. Encourage customer reviews and provide excellent customer service to maintain positive engagement metrics.
  5. Monitoring Competitors - Regularly analyze competitors' strategies to stay informed about market trends and maintain a competitive edge.
  6. Competitive Landscape - A10 introduces a heightened focus on the competitive landscape. It assesses how your products compare to similar offerings from competitors. To maintain a strong presence, continually analyze your competitors' strategies, including pricing, product descriptions, and customer engagement efforts.
  7. Pricing and Promotions - While competitive pricing was important in A9, A10 takes it a step further. It rewards products with competitive pricing, particularly those with occasional promotions that encourage sales. Sellers should strategically price their products to attract buyers while maintaining healthy profit margins.
  8. Customer Reviews and Feedback - A10 places a greater emphasis on customer feedback and reviews. Positive reviews not only improve your product's reputation but also boost its visibility in search results. Encourage satisfied customers to leave reviews and address any negative feedback promptly.
  9. Mobile Optimization - With the growing trend of mobile shopping, A10 gives prominence to mobile-optimized listings. Ensure that your product listings are responsive and provide a seamless experience for mobile shoppers. This can positively impact your rankings as mobile shopping continues to rise.
  10. Seasonal Trends - A10 is more attuned to seasonal trends and shopping patterns. Sellers can leverage this by tailoring their product listings and promotions to align with seasonal demand. This approach can boost sales and enhance product rankings during peak shopping periods.
  11. Content Quality - Beyond keywords, A10 evaluates the overall content quality of product listings. Invest in high-quality images, detailed product descriptions, and informative bullet points. Well-crafted content can improve click-through rates and conversion rates, directly influencing your product's rankings.
  12. Fulfillment Options - The choice of fulfillment method can affect rankings in A10. Products fulfilled by Amazon (FBA) are often favored due to Amazon's reputation for fast and reliable shipping. Consider using FBA to gain a competitive edge in rankings, particularly for Prime-eligible products.
  13. Amazon Advertising -  Amazon's advertising platform, including Sponsored Products and Sponsored Brands, has gained prominence in A10. Utilize these tools to run targeted ad campaigns, boost visibility, and drive traffic to your product listings. Effective ad campaigns can positively impact your rankings.
Amazon advertising


The transition from Amazon's A9 to A10 algorithms represents a significant evolution in product rankings. To succeed in the age of A10, sellers must adapt their strategies, focusing on keyword relevance, customer engagement, and agile inventory management. By staying informed and implementing these strategies, sellers can navigate the competitive Amazon marketplace successfully, increasing their chances of success in the dynamic era of A10. Amazon's quest for delivering the best shopping experience continues, and understanding these algorithms is key to staying ahead in the game.

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