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At first glance, it may seem that the Amazon SEO is similar to Google or Yahoo search engines. However, one must understand that Amazon is a buying platform, making it different and more diversified in many ways.

The main objective of the Amazon Algorithm is to help consumers in product search. The algorithm as such ranks different companies and their product on the site, providing the most relevant results to the consumer. Because as we know, Amazon always puts the customer first.

With recent Amazon updates, there’s been a huge drop in ranking for many products that earlier ranked very highly. The number of variables to be looked in order to rank a product in Amazon has highly increased, from product reviews to the meta keyword used.

Think of the algorithm as a large chunk of file filled with different information about a product. Each of the data filled by the seller can affect the product’s ranking. Search terms or keywords, content, seller metrics, feedback, reviews, order defect rates, FBA, back-end search terms, everything is taken as input into the Amazon algorithm. And then, the algorithm lets you know where your product ranks.

The A9 Algorithm and what it looked at

  • The sales performance history of the particular product.
  • Relevancy – Amazon looks at keywords found within your listing content from Title, bullet points, and even product description or A+ content.
  • Price – If you are priced much higher than competitors, it is more than likely your competitor will get a higher ranking.
  • Stock Availability – If you have run out of stock, expect a drop in rankings. Always manage inventory effectively in order to avoid being out of stock for longer than 1 day.


  • Seller Authority: This refers to the seller’s authority that is in control of the Amazon listing, or the buy box. This is affected by factors such as, how long the seller has been active on Amazon, the seller’s feedback rating, the seller’s performance metrics, how many products the seller has in their catalog, and other smaller factors.
  • Impressions: How many times the product is seen anywhere on the Amazon website, affiliate and partner sites. The more views, the higher the rank.
  • Advertising Sales: This used to be a major factor in ranking keywords on Amazon. It’s still a factor, but no longer one of the main forces in keywords rankings.
  • Click-Through Rate: How often your product is clicked when seeing a search result. This is why having a compelling main photo and title is really important.
  • Conversion Rate: the ratio at which someone views and then actually buys your product. The higher the conversion rate, the higher your product ranks.
  • Sales History: how well your product sells and its history is a strong factor on how you rank organically on Amazon search results pages. Keeping your products always in stock will ensure strong product rankings.
  • Organic Sales: that’s when shoppers purchase your product without any marketing or promotion. If a user searches something, your product shows up and someone buys it, it’s considered an Organic Sale.

Our Amazon specialists are ready to improve your product listings and ranking. Get in contact to find out how we can help you and your brand succeed on Amazon.