Amazon A10 Algorithm

Amazon is undoubtedly one of the world’s largest e-commerce platforms (alone, it is responsible for more than 40% of all online sales). To increase its dominance, Amazon has focused on promoting competition while encouraging new sellers to drive innovation. However, Amazon’s primary purpose is to provide the best user experience it can. Enter the A10 algorithm.

Amazon A10 algorithm is a search algorithm that ranks a product based on its associated factors. Earlier it was named the A9 algorithm. The updated A10 algorithm gives more weight to specific parameters responsible for the relevance of searches.

How A10 Algorithm Emphasize Keyword Selectivity

Profitable Keyword targeting is one of the most crucial aspects for any seller on Amazon. Sellers consider prevalent vital factors to choose keywords for their listing or PPC campaign. However, this kind of factor consideration needs to be revised due to the current A10 algorithm priorities. Below, we will discuss how understanding the A10 algorithm may change our approach to  keyword research.

Amazon PPC Influences

With the Amazon A10 algorithm, PPC sales will not be considered a driving force for ranking a product. Amazon has shifted its focus to provide shoppers with more accurate findings. It pushes the sellers to identify the most relevant keywords that define their product. It excludes seller ranking boosting approaches through PPC dominance over its fellow competitors.


Increasing impressions is another way to rank your product. Selecting the right category along with the most relevant keyword will allow you to get more impressions. Sellers need to be cautious about using keywords that fall in two or more sub-categories to gain more exposure. It’s better to stick with a keyword under one sub-category, which is more relevant than a keyword under three sub-category associations. Social media marketing, blogs, influencers, and affiliates also play a significant role in getting impressions.

CTR (Click-Through-Rate)

Amazon A10 algorithm also considers the CTR factor for ranking a product. Optimizing keywords with a broad range may result in unnecessary impressions and clicks, which may affect the ranking itself.

Organic Sales Velocity

Sales with organic traffic play a significant role in ranking a product by the A10 algorithm. Care should be taken while embracing competitors’ keywords in your listing as some keywords are attributed to a specific feature that might not be present in your product design.

Off-Site Traffic

A10 algorithm is now prioritizing off-site traffic to rank a product. Product websites, blogs, influencers, and affiliates are some of the ways to get traffic into your listing that helps your product ranking on Amazon.

The Liazon Marketing team has developed a methodology named ’12-Step Listing Enhancement’ to identify the most relevant keywords that align with the A10 algorithm ranking factors. For more information, please visit our website:

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