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Amazon A10 Ranking Algorithm: What You Need To Know (2024)

If you plan to sell your products on Amazon and wish to survive in the fiercely competitive world of Amazon selling, then mastering the A10 ranking algorithm is paramount. An upgrade from the previous A9, the A10 algorithm works to increase product exposure by enhancing user intent and engagement. 

This extensive guide will cover the spectrum of features of the A10 algorithm, along with differences from A9 and how it weighs product rankings. We will also give sellers actionable insight to improve their listings and search results on Amazon. Get the hang of the 2024 A10 algorithm and be ahead of your competition.

What is Amazon’s A10 Algorithm?

A10 is the Amazon algorithm currently ranking products on its search results page. Since A10 is a new and improved iteration of the A9 algorithm, it focuses more on user intent and engagement. This looks at things such as the relevance of keywords, sales volume, conversion rates, customer reviews and fulfilment methods. 

The goal of A10 is for shoppers to receive more precise, pleasing search results, improving the overall shopping journey. Amazon encourages sellers to optimise their listings for products that appeal to their customers, ultimately seeking to improve the customer experience while increasing sales.

The differences between Amazon’s A9 and A10 algorithm

The Amazon A10 ranking system is a big change from the old A9 algorithm and has greatly influenced how product visibility and search rankings are decided. The following includes what sets the two algorithms apart, how they impact sellers, and their strategies for finding success on the platform.

Focus on buyer searches and relevance

A10 algorithm focuses more on buyer searches and their intent — more than A9. Though A9 worked mainly to point users towards the products that made Amazon the most money, A10 focuses more on providing shoppers with correct search results even when those results don’t bring in top dollar for the online giant. The trend is a clear indication of the need for sellers to better match listings to what buyers seek at the time.

Role of sponsored links

A9 was also much easier to manipulate with sponsored links, especially pay-per-click (PPC) campaigns. Nevertheless, A10 has reduced the importance of these ad links when determining rankings. This means sellers will have a harder time using PPC strategies for traffic alone. With that said, PPC campaigns are still valuable; however, they must be executed with more sophistication and strategy. This also means sellers must now combine organic tactics along with their PPC efforts to gain the most from both.

Seller authority and tenure

The A10 algorithm is increasingly using seller authority as a major factor. Getting positive feedback and keeping a good rating is more important than it used to be with A9. Another matter to be considered is how long you have been on Amazon as a seller; well-established merchants with several years down always beat new entrants. Other things, such as low return rate and returns handling efficiency, also contribute to seller authority and how likely you’ll be picked to rank well.

Diversity of inventory

A10 rewards sellers with a broad and diverse inventory, indicating their ability to cater to various customer needs. Having products that fit into multiple categories can enhance a seller’s appeal. For example, if a seller offers laundry detergent and fabric softener, this bundling can improve rankings due to the products’ complementary nature. This strategy shows Amazon that the seller can meet a range of consumer demands, further enhancing their visibility.

Driving traffic through external links

The A10 algorithm makes external traffic to product listings more relevant. Using Amazon links on your site and individual posts, as well as in social media and message boards, will greatly improve your visibility and ranking. It’s interesting to note that Amazon now respects customers who first find out about products outside of its marketplace and enter the platform. This is why sellers need to also market their products outside of Amazon. 

Sales history and organic sales

With the A10 algorithm, you need a strong sales history. Amazon also responds well to regular sales, which indicates popularity, leading to better ranking. But equally important are organic sales. Therefore, this capturing mechanism for A10 can benefit sellers who are selling by achieving sales largely without marketing tactics and represents the latent appeal of a product. This is why focusing on driving organic sales through great product listings is important.

Click-through rate (CTR) and conversion rate

The A10 algorithm puts a ton of weight on CTR (click-through rate) and conversion rate. A high CTR means that potential buyers are interested in the product. However, if this interest does not convert into sales, then sellers must determine what is stopping them from purchasing. This could mean fine-tuning images, polishing copy, or changing pricing. It is an important step for better ranking because one must find a balance between generating and converting those knees to sales.

What factors does Amazon’s A10 Algorithm look for?

Amazon’s A10 algorithm considers several key factors to determine product rankings, including:

  • Keyword relevance: Ensures product listings match buyer search queries effectively.
  • Sales performance: Evaluates both historical and current sales data to gauge product popularity.
  • Conversion rates: Considers the percentage of visitors who make a purchase, reflecting product desirability.
  • Customer reviews and ratings: Positive feedback enhances visibility, while negative reviews can harm rankings.
  • Fulfilment method: Products fulfilled by Amazon (FBA) often receive better rankings due to improved service.
  • Seller authority: Takes into account seller reputation, tenure, and inventory diversity.
  • Click-Through Rate (CTR): Higher CTR indicates greater interest, positively impacting rankings.

Tips to rank higher with Amazon A10 Search Algorithm 

  • Use professional photos: Get high-quality photos that meet Amazon standards. You can get a better CTR by having good photos — this is something to consider because A10 ranks favour CTR.
  • Refine your copy: Develop product descriptions that are clear, well-written, and include keywords that are completely relevant to what you’re selling. This will help the algorithm better understand your products.
  • Utilise keywords wisely: Be sure to insert the necessary keywords that will make your listings more discoverable. The more information you give them, the better it is for A10 to match your products with buyer searches.
  • Focus on off-site traffic: Stop depending solely on discounts or promotions in your store and put an emphasis on creating off-site traffic. Engage influencers or bloggers to drive traffic with links to your products.
  • Implement competitive pricing: While avoiding excessive discounting, establish compelling and competitive pricing. Steer clear of suspiciously priced strategies or devaluing your products.
  • Solicit customer reviews: Actively encourage buyers to leave reviews, as they significantly impact purchase decisions. Products with a high number of positive reviews tend to rank better in search results.

Final thoughts

Every seller who wants to increase product visibility by selling on Amazon has to first conquer the A10 algorithm it provides. Concentrating on professional images, placement of strategic keywords, and updated pricing helps increase sales significantly. Furthermore, driving off-site traffic or actively soliciting customer reviews will improve your listing even more. 

For bespoke assistance and actionable insights customised to your industry, you can get help from Mercatus too. Anyone with an Amazon account can start selling on the platform, but the competition is fierce. Our team will help you understand how to get started on Amazon and stay ahead of your competitors. Get in touch with us to start!