Amazon A10 Algorithm Guide: How to Future-Proof Your Ranking Strategy

Understanding how Amazon’s search algorithm works is crucial if you want to improve product visibility and drive sales. In this Amazon A10 algorithm guide, we’ll break down how the updated system ranks products, how it differs from the old A9 model, and what you need to do to stay ahead—especially as AI and voice search reshape how shoppers browse.

What Is the Amazon A10 Algorithm?

The Amazon A10 algorithm is the evolution of A9, designed to improve how the platform ranks products in organic search results.

While A9 heavily favored paid ads and sales velocity, A10 places greater emphasis on customer intent, relevance, and overall experience. It’s part of Amazon’s broader push to improve product discovery, reduce ad fatigue, and better match shoppers with what they actually want.

So, what changed from A9 to A10?

Why Amazon Changed the Algorithm

Amazon is facing growing competition—not just from Walmart and Target, but from TikTok Shop, Temu, and other rising marketplaces.

To maintain dominance, the A10 algorithm aims to:

• Reward sellers who deliver value and relevance, not just ad dollars
• Improve shopper trust by surfacing listings with strong reviews and optimized content
• Better interpret search intent using AI and semantic clustering
• Account for new behaviors like voice search and off-Amazon traffic referrals

Bottom line? Amazon wants to showcase the most relevant, high-quality products—not just the ones with the biggest ad budgets.

How to Optimize for the Amazon A10 Algorithm

Here’s how to adjust your Amazon SEO strategy to align with A10’s priorities:

1. Focus on Relevance Over Aggressive PPC

While Amazon Ads still matter, A10 prioritizes listings that organically meet shopper intent. That means your keyword targeting, product titles, and bullet points must match what customers are truly searching for.

✅ Use tools like Helium10 or Jungle Scout to find high-intent, long-tail keywords
✅ Build semantic clusters—group keywords by search behavior and meaning, not just volume
✅ Include relevant terms in your backend search fields (but avoid keyword stuffing)

2. Maximize Organic CTR and Conversion

Amazon is watching what shoppers click and whether they buy. Boost both by:

• Writing scroll-stopping product titles that clearly communicate value
• Testing hero images for mobile performance (most shoppers are mobile-first)
• Using A+ Content and comparison charts to support buyer decision-making
• Adding customer reviews and FAQs to increase trust and reduce bounce rates

Pro tip: Higher CTR and conversion = stronger organic ranking signals.

3. Strengthen Your Seller Authority

Seller performance is now a core signal. Amazon wants to rank listings from trustworthy, responsive, and reliable sellers.

That means:

• Fast, on-time fulfillment (FBA or equivalent FBM)
• Proactive customer service and issue resolution
• Minimizing return rates and negative reviews
• Maintaining accurate inventory to avoid stockouts

Consistently high seller performance metrics feed directly into A10 rankings.

4. Leverage External Traffic to Boost Visibility

Unlike A9, the A10 algorithm rewards off-Amazon traffic. This is a major opportunity for brands with omnichannel or influencer reach.

How to win:

Drive traffic from social media, influencer campaigns, or email to your Amazon listings
Use Amazon Attribution to track conversions and signal quality to the algorithm
Build out your Amazon Storefront as a destination—not just a collection of product pages

External traffic with good engagement tells Amazon, “This listing matters.”

5. Optimize for AI, Voice Search, and Semantic Matching

A10 is built to support emerging tech like voice search and AI-generated queries. Expect Amazon to increasingly match based on meaning, not just exact keywords.

To prepare:

• Use natural language in your titles and bullet points
• Include answer-style copy to common questions
• Incorporate long-tail phrases like “best noise-canceling headphones for flights”
• Anticipate how shoppers ask questions (think: Alexa or mobile search)

🧠 Semantic search = optimizing for how people talk, not just how they type.

The A10 Algorithm Isn’t Static—Neither Should Your Strategy Be

Amazon doesn’t publish exact ranking formulas, and the A10 algorithm will continue to evolve. But one thing is clear: relevance, authority, and shopper experience now outweigh brute-force PPC.

If your brand is still relying on old-school keyword stuffing or out-of-touch ad strategies, it’s time to modernize.

Ready to Build a Smarter Amazon SEO Strategy?

At Amify, we help brands navigate the complexities of Amazon search—from keyword clustering to creative optimization, backend indexing to voice search readiness.

If you want to improve your organic rankings, reduce ad spend waste, and build sustainable growth on Amazon, our SEO team is here to help.

📈 Let’s talk about your Amazon SEO game plan →