Amazon’s algorithm might not be as mysterious as it seems—but understanding how it works is essential if you want to win on the world’s largest e-commerce platform. Whether you’re launching a new product or trying to boost an existing one, the A10 algorithm is what determines your visibility, relevance, and ultimately, your sales.

So, how do you get on its good side? Let’s break it down.

What is the A10 Algorithm?

While many sellers are familiar with Amazon’s earlier A9 algorithm, the A10 is its smarter, more buyer-focused evolution. Instead of just rewarding big ad budgets, A10 puts a heavier emphasis on organic performance indicators. That means relevance, customer satisfaction, and seller authority matter more than ever.

Key Ranking Factors for Amazon’s Algorithm

Here’s what the A10 algorithm is looking at when it decides which listings to show customers first:

1. Organic Sales Velocity: The more organic (non-sponsored) purchases your product earns, the more Amazon sees your listings as trustworthy and relevant. This means your off-Amazon marketing efforts (like social media or influencer partnerships) can give you a major edge.
2. Click-Through Rate (CTR): Your product title, images, and price all play a role in enticing a customer to click. A high CTR signals to Amazon that your product is appealing for specific search terms.
3. Conversion Rate (CR): Once shoppers click, do they buy? Amazon favors listings with strong conversion rates. This comes down to high-quality images, persuasive copy, competitive pricing, and solid reviews.
4. Seller Authority: Sellers with a strong track record—high ratings, fast shipping, low return rates—get prioritized. FBA (Fulfilled by Amazon) helps here, but FBM sellers with strong metrics can also do well.
5. Relevance: Keywords still matter. But instead of just stuffing them into your listing, focus on relevance. Use backend search terms, titles, and bullet points wisely to align with actual customer search behavior.
6. External Traffic: Amazon loves when you bring shoppers to their platform. If you’re driving traffic from TikTok, Instagram, or your blog and converting, that’s a green flag to A10.

7 Tips to Win Amazon’s Algorithm

• Optimize Your Listings
  • Start with keyword research, then write compelling titles, bullets, and descriptions. Use all image slots—videos are gold.
• Get Those First Sales
  • Launch with a strategy to drive external traffic and generate early conversions. Consider social media or email campaigns to encourage your current customers to buy.
• Encourage Reviews (Ethically)
  • Post-purchase emails and inserts (within Amazon’s TOS) can help generate reviews. Higher review count = more trust = better ranking.
• Use Amazon Posts and Brand Content
  • If you’re Brand Registered, use Amazon Posts and A+ Content to keep customers engaged and on your listings longer.
• Keep Ads Targeted
  • Yes, ads still matter. But focus on campaigns that convert—not just impressions. Amazon rewards profitability.
• Drive External Traffic
  • Run TikTok videos, Instagram collabs, or blog content. Tag your Amazon listing and track performance using Amazon Attribution.
• Maintain Healthy Seller Metrics
  • Fast shipping, great packaging, responsive customer service, and low return rates all feed into your long-term success. 

Final Thoughts

Winning the A10 algorithm isn’t about out-smarting the system—it’s about building a brand that’s trusted, relevant, and satisfying to shoppers. Focus on your customers, build listings that convert, and Amazon’s algorithm will reward you.

Remember: Amazon wants buyers to find the right product, not just the most advertised one. If that’s yours, and your listing proves it, you’ll rise to the top.