How Does Amazon Search Engine Work? 7 Secrets to Optimize Your Listings for Better Rankings

Gohar alvi
Jun 10
4 min read

More than 60% of product searches now start on Amazon, not on search engines. This shift marks a transformation in consumer behavior and underlines why mastering Amazon SEO is non-negotiable for sellers.

Understanding how the Amazon search engine works can be the defining factor between stagnant sales and consistent revenue growth.

This blog explores the inner workings of the Amazon search algorithm, including both A9 and the newer A10, and outlines key optimization tactics that can significantly improve your product visibility and sales.

Understanding the Amazon Search Algorithm (A9 & A10)

Amazon uses two main search engine models: A9, the foundational algorithm, and A10, the updated iteration with enhanced focus on buyer intent and seller authority.

A9: The Foundation of Amazon Search

The A9 algorithm was designed primarily with a performance-driven focus. It relied heavily on sales velocity, keyword relevance, and historical data to determine a product’s position in the search results.

It prioritized keywords placed in titles, bullet points, and backend fields.
Metrics like conversion rate, units sold, and CTR played a central role.
Fulfillment method (FBA vs. FBM), product availability, and shipping speed were also major ranking signals.

A10: Buyer Intent and Seller Credibility Take Center Stage

The A10 algorithm marks a shift in how Amazon evaluates search rankings. While it builds on A9, A10 places a much greater emphasis on buyer behavior and the seller’s overall credibility.

Off-site traffic now carries more weight. Listings that generate traffic from external sources (social media, influencer marketing, etc.) are favored.
Seller authority is more important. Sellers with a consistent performance record, low return rates, and strong customer satisfaction metrics rank higher.
Engagement metrics like CTR, time on page, and post-purchase behavior (returns, reviews) significantly influence rankings.
The algorithm values relevance to user intent more than ever, meaning that a listing must not only include keywords but must also align with what the customer is expecting.

Key Factors Influencing Amazon’s Ranking System

Both A9 and A10 center around one goal: conversion. Every tweak to the Amazon search ranking algorithm aims to show products that are most likely to convert based on historical performance and listing relevance.

Secret #1: Relevance: Matching Search Queries with Listings

Relevance is where optimization begins. If your listing doesn’t align with what shoppers are searching for, you won’t appear higher on Amazon SEO.

Keywords play a pivotal role. Strategically insert them in the title, bullet points, backend search terms, and description.
Focus on high-volume, highly relevant keywords, but avoid stuffing.
Familiarize yourself with Amazon AI Rufus.

Secret #2: Performance: How Sales History Affects Rankings

Performance metrics heavily influence how your listings rank.

Units sold, revenue generated, and order defect rate all feed into the amazon seo algorithm.
Consistent conversions show Amazon that your product satisfies customer intent.
High AOV (Average Order Value) listings often enjoy a boost in visibility.

Amazon's own data shows that sellers fulfilling orders through FBA and maintaining high performance see stronger algorithmic support.

Secret #3: Optimizing Product Listings for Better Visibility

An optimized product listing aligns with the Amazon search algorithm and gives shoppers the confidence to purchase. That’s why every element of your product page should work toward driving clicks and conversions.

Titles should be keyword-rich but readable.
Bullet points must convey key benefits and unique features.
Incorporate A+ Content to enhance the listing visually and contextually. Brands using A+ content have seen conversion rates jump by up to 20%.
Add high-quality images and videos to increase shopper engagement and CTR.

Secret #4: Pricing and Buy Box Impact on Search Rankings

The Buy Box is a prime real estate on Amazon, and having it significantly improves your chances of ranking.

Competitive pricing is a core factor for winning the Buy Box.
Amazon favors listings that offer value without compromising fulfillment and delivery standards.
Sellers offering free shipping or using FBA tend to gain better positioning in SERPs.

Monitor your competitors closely and adjust your pricing strategy accordingly. Remember, being the cheapest isn’t always ideal value, and reliability carries more weight.

Secret #5: Customer Behavior: Its Role in Ranking

According to Amazon, products with strong customer interaction data are prioritized in search results, as they drive more sales. Amazon’s algorithm increasingly incorporates behavioral signals such as:

CTR: A high click-through rate indicates listing appeal.
Conversion rate: High conversions signal that your product matches shopper expectations.
Reviews: Quantity and quality of reviews act as trust indicators.
Return rates: Low return rates indicate customer satisfaction, improving ranking potential.

Secret #6: Amazon Ads to Boost Organic Rankings

Running Amazon PPC campaigns not only drives traffic but also improves your organic positioning. Using ads strategically can be a shortcut to move up the rankings while you build up organic traction.

Sponsored product ads can increase your product’s visibility in competitive categories.
The additional exposure results in more sales, feeding back into the performance metrics that power Amazon's search ranking algorithm.
Amazon rewards listings that convert well under paid visibility with better organic placements.

For more insights, read our blog on Mastering Amazon PPC: 7 Strategies to Boost Your ROI to boost your ad performance and drive profitable growth.

Secret #7: Monitoring and Adapting to Algorithm Changes

Sellers who are agile in responding to algorithm shifts tend to preserve or improve their positions in Amazon SEO.

Amazon updates its algorithm more often than sellers realize.

Regularly audit your listings for performance dips and update keywords accordingly.
Monitor changes in ranking, CTR, and conversion rate using analytics tools.
Adapt quickly to new trends, customer feedback, or category updates.

Conclusion

Mastering the Amazon SEO algorithm means mastering the art of relevance, performance, and adaptation.

And if you're ready to turn that mastery into measurable results, My Brand Genius is the partner you need.

We offer end-to-end Amazon brand management rooted in performance analytics and strategic execution. We help businesses optimize for Amazon search, boost visibility, and improve conversions through tailored services from advanced listing optimization and A+ content to targeted PPC campaigns and continuous algorithm-driven refinement.