Understanding Amazon’s A9 algorithm: how to rank higher

Selling successfully on Amazon starts with understanding how the platform’s ranking algorithm works. The better your rankings, the more visibility your products gain, increasing the likelihood of sales. Amazon’s ranking system, often referred to as the A9 algorithm, determines product placement in search results based on several direct and indirect factors. Optimizing for these factors is crucial for improving organic rank and maximizing sales potential.

Direct ranking factors

Product availability

Your product must be in stock to maintain its ranking. The moment it goes out of stock, it drops in search results. Keeping a consistent inventory is crucial for sustained visibility.

Competitive pricing

Amazon prioritizes competitively priced products. Maintaining the Manufacturer Advertised Price (MAP) and actively monitoring price fluctuations can help ensure your item remains relevant in rankings.

Keyword optimization

Amazon’s algorithm heavily weighs keyword relevance in product titles, bullet points, and descriptions. Use highly relevant, long-tail keywords that match how shoppers search for your product while maintaining readability and compliance with Amazon’s guidelines.

Sales velocity

The more a product sells, the higher it ranks. A strong sales history signals to Amazon that your product is in demand, leading to further organic visibility. This makes launching and maintaining a product strategy that drives sales crucial.

Indirect ranking factors

Fulfillment method (FBA vs. FBM)

Amazon prioritizes Fulfilled by Amazon (FBA) products because Prime eligibility improves conversion rates. Sellers using FBA generally see better rankings compared to those fulfilling orders themselves (FBM).

Reviews and ratings

Amazon prioritizes listings with strong review profiles. Products with higher ratings and a greater number of reviews perform better in search results and conversions. Encouraging reviews and managing customer feedback effectively is key.

High-quality images

Clear, high-resolution images improve customer confidence and conversion rates. Amazon favors listings with multiple high-quality images that show products from different angles and in use.

Enhanced Brand Content (EBC) / A+ Content

Amazon allows registered brands to add Enhanced Brand Content (EBC) or A+ Content, which includes rich media elements like banners, comparison charts, and lifestyle images. These optimizations can increase conversion rates by up to 50%, indirectly improving rankings by boosting sales velocity.

Amazon Sponsored Ads

Paid advertising influences organic rankings by increasing visibility and sales velocity. Running Sponsored Product Ads and optimizing ad campaigns can accelerate ranking improvements.

Promotions and discounts

Amazon’s algorithm takes into account promotional activities like Lightning Deals, coupons, and discounts. These can increase click-through rates and conversions, leading to better organic placement.

How to optimize for Amazon’s ranking factors

Improving your Amazon search rankings requires a combination of strategic pricing, keyword optimization, enhanced content, and advertising. Understanding how Amazon’s A9 algorithm prioritizes listings can help you create a data-driven approach to maximize visibility and sales.

Which factors do you need help with?

Get your free Amazon Assessment today!