Understanding Amazon A9 Algorithm for Better Product Rankings

Boost Amazon Rankings with A9 Algorithm Optimization Tips

Each time a customer searches for something on Amazon, what appears before them is not arbitrary. They are sorted and seen according to an algorithm known as A9. A9 determines what appears first, what appears last, and what gets hidden. For your product to appear when a customer does a search with a keyword, you must understand how A9 works and what it seeks.  
Most vendors are concerned with mere keywords or price. But A9 is more profound. It monitors how your product behaves, how it relates to the search, how frequently it sells, and even how people respond upon purchasing it. The more your product fits these signals, the more attention it receives. Throughout this guide, we will take you through the process of how Amazon's A9 system functions, how it impacts your ranking, and how you can improve your search position. With the right approach, you can create a listing that performs as well as converts.

Core Objective of Amazon A9 Algorithm for Better Ranking

Amazon’s A9 algorithm is built to serve one main goal:

Show the most relevant and best-performing products to each customer.

It works by analyzing two key factors:

Relevance	Performance
How well your product matches the search term	How well your product converts and satisfies the buyer
Keywords in your title and bullets	Click-through rate (CTR) and conversion rate
Backend keywords and metadata	Sales volume and speed
Product category and brand match	Review quality and buyer feedback

How A9 Ranks Products

Amazon doesn’t just look at one thing. It scores your product across several key signals:  

Signals That Affect Your Ranking:

• Search Term Match – Does your listing include the exact words a shopper used?
• Sales Velocity – Are people buying your product regularly?
• Conversion Rate – Do people buy after clicking your product?
• Pricing – Is your price competitive within your category?
• Fulfillment Type – FBA usually ranks better than FBM
• Availability – In-stock products get favored
• Customer Feedback – Higher reviews and low returns give a better signal

If you meet more of these signals consistently, A9 will show your product higher on the page.

Relevance Signals

These tell Amazon that your product is the right match for what the shopper typed in. You can improve your relevance by placing the right keywords in the right places.

Where to Focus:

• Product Title Use high-impact keywords at the start. Keep it clear and readable.
• Bullet Points Add supporting keywords while explaining real features and benefits.
• Backend Search Terms Add synonyms, alternate spellings, and relevant long-tail keywords here.
• Product Description & A+ Content Reinforce your main terms while improving customer understanding.

  Tip: Never stuff keywords. Use them naturally so your listing reads well and remains clear to both Amazon and the shopper.

Performance Signals

This part of A9 tracks what happens after a shopper sees your product. It wants to know if people find it useful and if it leads to real sales.
A9 Watches:

• How many people click your listing (CTR)
• How many of them make a purchase (Conversion Rate)
• How often your product gets bought over time (Sales Velocity)
• How customers rate your product (Star ratings and review count)
• How many returns or negative experiences occur

If your product performs well in these areas, Amazon keeps pushing it higher. If not, your ranking drops, even though you have good keywords.   Impact of Fulfillment & Delivery Amazon wants fast, smooth delivery for every customer. If your shipping setup creates delays, your rank will suffer. Fulfillment Options and Ranking:  

Fulfillment Method	Effect on Ranking
FBA (Fulfilled by Amazon)	Strongest boost; gets Prime badge, faster delivery
FBM (Fulfilled by Merchant)	Neutral or lower ranking, depending on shipping speed
Out of Stock	Immediate ranking drop until back in stock

Also, A9 monitors late deliveries, cancellations, and return rates. Clean fulfillment history helps maintain your position.

Role of External Traffic

A9 also values off-Amazon traffic. If people visit your product page from outside and make a purchase, Amazon sees it as a strong positive signal.

Where External Traffic Helps:

• Google Ads and SEO – Sends quality traffic and raises listing credibility
• Social Media and Influencers – Brings engaged users with high purchase intent
• Email Campaigns – Drive direct traffic and faster conversions
• Affiliate Blogs or YouTube – Supports brand visibility and ranking

Just make sure that external clicks lead to actual sales. Otherwise, it may hurt your conversion rate and lower your score.  

PPC & A9

Amazon Sponsored Ads don’t directly change your organic ranking. But they play a huge indirect role by improving the performance metrics that A9 tracks. How PPC Supports A9:

• Brings in traffic for newer listings
• Boosts CTR, sales, and conversions
• Helps test keyword relevance quickly
• Builds sales velocity to strengthen ranking signals

When PPC campaigns are set up with the right keywords and match types, they feed data into A9 and help your product rise in organic rank over time.

A9 vs A10 (The Shift)

Amazon does not officially call it “A10,” but experts have noticed a shift in how rankings work over the past few years.

Key Differences in Focus:

 

Earlier (A9)	Now (Often Called A10)
Prioritized sales history more heavily	Focuses more on listing relevance and buyer intent
Keyword stuffing could boost rank	Clear, natural keyword use now works better
Heavier weight to PPC results	Organic performance is gaining more power

Even though Amazon hasn’t released exact rules, the trend is clear: long-term success now depends more on value and relevance than aggressive tactics.

Why Smart Amazon Sellers Trust Squatio for A9 Optimization

Getting ranked on Amazon is not about luck. It comes down to how well your product matches what customers are searching for and how well it performs after they click. The A9 algorithm watches every move, from your keyword use to how quickly you ship, from click-through rate to reviews. The better your listing functions in accordance with these signals, the higher you can rank. However, in the absence of proper information and understanding, one can overlook something that truly counts. That is where Squatio gives you an advantage. It aids in studying the keywords, following your performance, controlling the rivals, and optimizing each element of your listing to keep it on the same wave as the logic of the Amazon ranking. When you are interested in optimizing your visibility and making more sales in a smart way, Squatio provides you with the means of achieving it.