To gain insight into Amazon’s search engine functionality and enhance the visibility and conversion rates of your listings, it is essential to understand the operation of Amazon’s A9 algorithm. This algorithm dictates product placement and visibility in Amazon search results. This article explains the functioning of the A9 algorithm, offering insights on maintaining a competitive edge in the market. 

What Is the Amazon A9 Algorithm?

Amazon’s search engine operates on the foundation of its A9 algorithm. It identifies the relevance of products with customer searches. It ranks listings based on their relevance to search queries and performance metrics, such as sales.

Key Principles Behind A9:

• Relevance – How closely your product matches the customer’s search terms.
• Performance – How well your product converts, sells, and satisfies customers.

Amazon is regularly updating its A9 algorithm to promote items that are most relevant and likely to convert for any given query. Considering this, every Amazon seller needs to understand how the A9 algorithm works in 2025 to stay competitive.

The Two Core Ranking Factors

Relevance (Keyword Optimization)

The algorithm analyzes how well your product matches the search of the customers. It evaluates how well the keywords chosen by sellers perform in their product listings.

• Title: Prioritize primary keywords, ideally front-loaded.
• Bullet Points: Highlight features while integrating secondary terms naturally.
• Description: Reinforce key benefits with keyword variation.
• Backend Search Terms: Backend search terms are invisible to customers but crucial for ranking.

Performance (Sales Metrics)

In addition to keywords, A9 ranks products based on their performance.

• Conversion Rate (CVR): A High conversion rate indicates your product is delivering what shoppers want.
• Sales History: The Higher the sales, the better the ranking.
• Click-Through Rate (CTR): Targeting the relevant audience helps in maintaining a healthy CTR.
• Customer Reviews: Higher positive ratings and strong feedback result in a better ranking.

Optimizing for A9: Step-By-Step Breakdown

• Conduct Keyword Research
  • Utilize tools like Helium 10 and DataDive reports to gather relevant search terms with high search volumes.
• Optimize Your Listing
  • Title: Front-load with primary keywords. Keep it scannable.
  • Bullet Points: Use feature-benefit format infused with natural keywords.
  • Description: Highlight product value and support SEO.
  • Backend Keywords: Use the search terms in the backend that don’t fit directly into the detail page of the listing.
• Leverage High-Quality Images
  • Main Image: White background, product image covering 85% of the image.
  • Lifestyle Shots: Showcase the product’s real-life use to enhance engagement and drive sales.

Boosting Performance Signals

• Encourage Reviews
  • Send review requests to buyers.
  • Offer the best customer service.
• Price Competitively
  • Offer competitive pricing
  • Utilize promotions on Amazon to improve the conversion rate
• Maintain Inventory 
  • Stockouts damage rankings. Make sure to plan inventory restocking according to the demand.
• Track Key Metrics
  • Monitor key metrics including CTR, CVR, and sales velocity, using tools like Brand Analytics.
• A/B Test Your Listings
  • Create A/B tests for images, titles, and bullet points to test what attracts more customers.

Conclusion

In essence, the A9 algorithm utilized by Amazon operates specifically by focusing on product-related keywords and their performance metrics. Understanding the workings of the algorithm is crucial for the success of your products on Amazon. Sellers must consistently refine their listings by conducting thorough keyword research, incorporating the most pertinent keywords into both the visible listing text and backend keywords. utilize the Amazon PPC to improve traffic, apply promotions to attract more audience, and the algorithm will do the rest.

Stay proactive. Stay optimized. And let Amazon’s algorithm work for you—not against you.

Frequently Asked Questions About the Amazon A9 Algorithm

What is Amazon’s A9 algorithm and how does it work?

Amazon’s A9 algorithm is the search engine behind Amazon’s product rankings. It looks at two main things: how relevant your listing is to a shopper’s search terms and how well your product performs. That means it favors listings with strong keyword alignment, high click-through and conversion rates, and consistent sales.

How do I improve my Amazon product ranking in 2025?

Start by optimizing your title with relevant keywords near the front. Use high-quality lifestyle images, keep your pricing competitive, and maintain strong reviews. Make sure your listings are easy to scan and that you’re consistently driving traffic with ads or promotions. Regularly update your keywords using tools like Helium 10 and Data Dive.

Is Amazon still using A9, or has it changed?

The term A9 is still widely used, but Amazon has continued to refine its algorithm over the years. Some refer to newer changes as A10, but Amazon hasn’t made an official switch. Regardless of the name, the core focus remains the same: prioritize relevance and reward listings that convert.

What’s more important for ranking: keywords or sales?

Both are critical. Keywords help Amazon understand what your product is, so you can show up in relevant searches. Sales performance signals—like conversions and click-through rates—tell Amazon your listing is worth showing. The best rankings come from getting both right.

Where should I put keywords to rank better on Amazon?

Use your main keywords at the beginning of your title. Include secondary terms in bullet points and descriptions. Save lower-priority or long-tail keywords for your backend search terms field, which isn’t customer-facing but still indexed by Amazon’s search engine.

Why did my product ranking suddenly drop on Amazon?

Common reasons include stockouts, changes in your conversion rate, poor customer feedback, or stronger competition entering the market. Sometimes Amazon updates its algorithm, which can also shift rankings. Check your metrics in Seller Central and tools like Brand Analytics to pinpoint the cause.

How long does it take to see results after optimizing my listing?

It usually takes a few days to a couple of weeks. Minor changes might move the needle quickly, especially if your product has traffic. Larger gains often come after two to four weeks, once Amazon has enough performance data to re-evaluate your listing’s placement.

Ready to Unlock Amazon’s Algorithm to Boost Your Rankings?

Amazon’s A9 algorithm doesn’t reward guesswork—it rewards precision. If your listings aren’t built to rank, they’re invisible. But when you align keyword relevance with performance signals like CTR, CVR, and sales velocity, that’s when the magic happens.

Our team specializes in transforming Amazon listings into algorithm-friendly, conversion-optimized machines that drive visibility and revenue. Whether you’re struggling to get on Page 1 or want to scale past your current ceiling, we’ll help you decode the algorithm and put it to work for your brand.

Fill out the form below and connect with a marketplace expert who will review your current listings and show you how to win Amazon’s search results—without wasting ad spend or missing out on sales.

Let’s turn the algorithm into your competitive edge.

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