Amazon's A10 algorithm determines which products show up for which searches. Understanding how it works is essential for any seller serious about organic visibility.
What Changed from A9 to A10?
Amazon's previous A9 algorithm heavily weighted sales velocity and PPC spend. A10 places more emphasis on customer satisfaction metrics and external traffic sources. The shift rewards brands that bring customers to Amazon, not just those who spend the most on ads.
Top Ranking Factors in 2025
1. Sales Velocity (Still #1)
Products that sell consistently rank higher. Recent sales matter more than total lifetime sales. A strong launch with sustained momentum is the fastest path to ranking.
2. Conversion Rate
Amazon prioritizes products that convert. A 10% conversion rate will outrank a 5% rate even with less traffic. This is why listing optimization is critical.
3. Customer Satisfaction
Return rate, refund rate, and customer reviews matter more than ever. A product with a 15% return rate will lose ranking regardless of sales.
4. External Traffic
A10 rewards sellers who bring traffic from outside Amazon. Social media, email lists, influencer campaigns — all signal to Amazon that you're a valuable partner.
5. Keyword Relevance
Your listing's title, bullets, and backend keywords still matter. But relevance is now measured by actual customer search behavior, not just keyword density.
6. Pricing Competitiveness
Products that offer better value (price-to-quality ratio) get a boost. Being the cheapest isn't the goal — being competitively priced for your category is.
What No Longer Matters as Much
- PPC spend alone: Spending on ads helps, but A10 looks at organic performance separately.
- Review count: Review quality (rating, recency) matters more than total count.
- Backend keyword stuffing: Irrelevant backend keywords can now hurt you.