top of page

Understanding Amazon A10 Algorithm for Search Rankings

Amazon A10 Algorithm

We’d all love to reverse engineer Amazon’s black box search algorithm–– it plays such a critical role in determining product discoverability and sales. The latest iteration, the Amazon A10 Algorithm, incorporates extensive machine learning and neural networks to deliver highly relevant results. 

Understanding the mechanics of the Amazon A10 algorithm provides crucial insights that sellers need to boost visibility and conversions. Any successful Amazon product launch needs to take it into account. This comprehensive guide will break down the key ranking factors at play and best practices brands can implement to leverage Amazon’s search intelligence and machine learning capabilities.

Read on to unpack exactly how Amazon’s search AI works and transform its complexities into an engine fueling your e-commerce success.

From A9 to A10 Algorithm: The Evolution of Amazon Search

Amazon does not reveal details about when and how often it updates its algorithm. But the latest algorithm, commonly known as ‘A10’, is a state-of-the-art technology in Amazon’s ongoing quest to enhance search relevance as artificial intelligence advances. A10 builds upon its predecessor A9 by incorporating more expansive machine learning data, including:

  • Semantic natural language understanding beyond just keywords.

  • Detailed product attributes like materials, scents, and package dimensions.

  • Individual customer behaviors, histories, and preferences.

  • Contextual signals like date, location, and device.  

  • External data sources.

This multifaceted model creates a more complete representation of both search queries and products. By analyzing interactions between these rich data sets, rather than just keywords, Amazon can deliver highly tailored results for each shopper.

For example, a search for ‘gift for dad’ will return very different products for a 25-year-old daughter than for a 55-year-old spouse. The algorithm understands the underlying intent and context to match results appropriately.

Amazon's A10 Algorithm

While Amazon closely guards A10 specifics to prevent manipulation, its AI-powered advantages are clear:

  • Personalization: Results are customized based on individual user history and behaviors.

  • Predictiveness: Anticipatory surfacing of relevant products versus reactive matching.

  • Adaptability: Constant tuning of rankings based on real user interactions and trends.

  • Rapid Iteration: Faster rollout of algorithm improvements based on live data.

These intelligent capabilities make A10 a significantly more nimble, accurate engine for product discovery compared to previous generations of Amazon search.

Reverse Engineering the A10 Ranking Factors

 A10 Ranking Factors

Sellers face an uphill battle optimizing for A10 when its code is invisible. By closely analyzing patterns, however, in search results, customer behaviors, and the guidance provided by Amazon, you can shed light on core factors likely incorporated into its ranking logic. 

These key elements provide significant influence and impact. 

Keyword Optimization 

Despite advanced AI, matching search keywords in titles, bulleted features, and backend fields remains foundational. This signaling helps Amazon better understand keyword intent, product categories, and semantic connections. 

For example, listings optimized for terms like ‘lightweight backpack’ and ‘travel bag’ will surface more for related searches versus products without those keywords.

Historical Sales Velocity

Products with strong sales histories tend to rank higher. Faster-selling items appear more relevant to a wider range of search terms. Automated sales velocity tracking helps Amazon surface the hottest items.

In other words, a new listing with no sales history will struggle to rank for popular keywords compared to established best-selling products.

Click Through Rate 

Amazon tracks the frequency of shoppers clicking your listing from search results, with higher click-through rates interpreted as an indicator of relevance. 

If shoppers repeatedly pass over your product to click competitors in search results, that signals your items may be missing the mark.

Conversion Rate

Amazon also calculates conversion rate by tracking when clicks on your listing ultimately result in purchases. Strong conversion rates indicate satisfied customers, so Amazon rewards you with higher visibility.

This creates a virtuous cycle - higher ranks drive more conversions which in turn lift ranks further.


Listings from sellers who maintain high-performance metrics across the board tend to rank better than those with issues and policy violations.

External Data

A10 incorporates extensive external data beyond Amazon itself. This might include analyzing shopper behaviors on social media, browsing patterns, purchasing on other sites, and real-world interactions.

For example, if the camera lenses you sell receive rave reviews and social chatter around a new phone launch, you may see increased ranks for related searches even before sales pick up.

Listing Quality Factors for Improving Rankings 

Beyond input signals to the Amazon A10 algorithm itself, you can indirectly influence rankings by optimizing listing content quality. Enhancing the customer experience lifts conversions and satisfaction, signaling to Amazon your relevance for certain keywords and products. 

Here are listing quality factors that can make a difference in your search rankings position:

  • Optimize Title Formula: Research competitor titles and test variations to determine which keyword and description combinations best attract your target users. Balance keywords with natural language for optimal effect.

  • Write Benefit-Focused Bullets: Outline the most compelling features and benefits concisely to help customers evaluate a product’s fit for their needs at a glance.

  • Invest in Photographs: Clean, high-resolution images illustrating the product in use provide helpful visual detail to improve customer understanding.

  • Curate Reviews: Positive reviews build social proof while negative issues can be addressed proactively to prevent complaints that hurt conversion and satisfaction.

  • Respond to Questions: Being helpful and thorough in public Q&A helps shoppers gain confidence to purchase.

  • Categorize Correctly: Categorizing your product appropriately helps Amazon correctly interpret its intent and surface it for relevant searches. Mis-categorization risks losing visibility for key terms entirely.

While not direct ranking factors, optimizing content quality indirectly lifts conversion rates and satisfaction signals that Amazon relies on in its A10 algorithm.

Actionable Best Practices for A10 Optimization

Maximizing the potential of the Amazon algorithm requires a mix of strategies and best practices, which can be further supplemented by powerful tools for PPC optimization and SEO.

These tips can help refine your approach for maximum visibility.

  • Analyze Top Competitors: Study listings ranking well for your target keywords to identify effective title formulas, descriptions, and visuals you can be inspired by. 

  • A/B Test Titles and Features: Try variations to see what resonates best with your audience. Hyper-literal keywords don’t always convert the best. Take cues from competitors.

  • Monitor Search Terms: Analyze your Seller Central search term report showing which queries led to your product. Identify rising trends to optimize for.

  • Survey Customers: Get direct input from customers on your listing through quick polls or feedback forms. Implement their suggestions meaningfully.

  • Consider Enhanced Content: Visual A+ Content like videos and comparison tables help customers evaluate products more easily.

  • Track Your Conversions: If clicks are high but result in few purchases, reassess listings for any pain points undermining the buying experience. 

  • Check Keyword Indexing: Use tools to confirm your critical backend keywords are fully indexed, rather than buried due to issues.

Consistent monitoring and testing will generate the insights needed to crack Amazon’s A10 code and unlock sustainable organic growth.

Cracking the Amazon Search Code with OppDoor

While opaque in its implementation, sellers can illuminate A10's core logic by relentlessly testing, optimizing for key drivers like conversion rates, and enhancing overall content quality.

Cracking the code to Amazon’s AI algorithm alone can be overwhelming. That is where OppDoor steps in to help. We’ll power you through the complex landscape of Amazon PPC, SEO, and digital marketing strategies to best leverage the algorithm for greater visibility and sales. 

Our team of elite Amazon experts has crafted unique, tailored solutions that bring results for endless clients. We want to do the same for you.

Book a call today with our experts to learn how you can dominate search rankings!  


bottom of page