If you’ve been selling on Amazon for a while, you’ve probably heard whispers (or full-blown debates) about the Amazon A9 vs A10 algorithms. Some sellers swear the new system has completely changed how rankings work. Others say it’s just A9 with a fresh coat of paint. So what’s the truth?
As an Amazon SEO consultant and someone who spends a lot of time analyzing listing performance, ranking fluctuations, and buyer behavior, I can tell you this: the difference between Amazon A9 and A10 algorithms is real, and it can have a major impact on your visibility, conversions, and long-term success.
Let’s break it down in a simple, conversational way – no tech jargon overload, just practical insights you can actually use.
What is Amazon A9?
Before we talk about how Amazon A9 is different from A10 algorithms, it helps to understand what A9 focused on in the first place.
At its core, the A9 algorithm was heavily sales-driven. It looked at:
- Keyword relevance (how well your listing matched the search term)
- Sales velocity (how often your product sold for that keyword)
- Conversion rate (how many shoppers turned into buyers)
- Pricing and availability
In simple terms, A9 loved products that sold well. If your product converted and moved units, Amazon rewarded you with better rankings. That’s why so many sellers leaned hard on PPC ads and aggressive launches to “teach” the algorithm their product was a winner.
And for a long time, that strategy worked.
What is Amazon A10?
Amazon never officially announced a big “A10 update,” but sellers and Amazon SEO experts started noticing changes in how rankings behaved. Over time, a pattern emerged: organic performance and customer behavior started to matter more than pure ad-driven sales.
So what’s the difference between Amazon A9 and A10 algorithms?
A10 focuses more on customer experience, organic engagement, and long-term value, not just how fast you can generate sales.
Key Differences Between Amazon A9 and A10 Algorithms
Here’s how Amazon A9 is different from A10 algorithms:
Organic Sales Matter More Than Ever
Back in the A9 days, running ads and pushing paid traffic could give your rankings a noticeable boost. While that still plays a role, A10 has shifted the spotlight toward organic sales, the kind that happen when customers naturally discover your product and choose to buy without being nudged by an ad.
In simple terms, Amazon now treats these organic purchases as a stronger vote of confidence. If shoppers are finding your listing on their own, clicking through, and converting, it tells the algorithm that your product genuinely deserves to be seen. That’s a powerful signal for long-term ranking stability.
For you as a seller, this means strong SEO is no longer optional—it’s essential. Your listing needs to grab attention in search results, keep shoppers engaged once they land on the page, and make the buying decision feel easy and natural. This is exactly where working with an an Amazon SEO expert can make a real difference, helping you fine-tune your keywords, content, and visuals so your product sells itself, not just your ads.
Buyer Behavior Is a Bigger Ranking Factor
With A10, Amazon is paying much closer attention to what shoppers actually do on your listing, not just whether they end up buying. Things like how often people click your product in search results, how long they stay on your page, whether they scroll through your images and content, and even if they come back to buy again all send important signals to the algorithm.
If shoppers click on your listing and quickly leave, Amazon may see that as a sign that your product isn’t matching what they were looking for. On the flip side, when people stay, explore your images, read your bullets and A+ Content, and eventually convert, it tells Amazon that your listing is doing its job well. In many ways, this makes Amazon feel a bit more like Google now—user experience truly matters, and creating a helpful, engaging product page can directly impact your rankings.
External Traffic Has More Power
One of the biggest talking points in the Amazon A9 vs A10 algorithms debate is how much more value Amazon seems to place on traffic that comes from outside its own platform. When shoppers land on your listing from places like Google, social media, influencer links, or even your email campaigns, Amazon sees this as a strong sign that your brand has real-world demand beyond just marketplace visibility.
This kind of external traffic often brings in highly motivated buyers, which can lead to better conversion rates and stronger engagement. Over time, that combination of interest and performance can boost both your product rankings and your overall brand authority on Amazon, making it a powerful long-term growth strategy instead of just a short-term traffic play.
Brand Strength and Seller Authority
A10 also seems to reward sellers who think beyond a single product and focus on building a strong, trustworthy brand. Factors like consistently high seller ratings, low return rates, positive customer feedback, and steady performance across multiple listings all contribute to how Amazon views your store as a whole.
Instead of just pushing one product to the top, Amazon appears to favor brands that deliver a reliable customer experience again and again. This encourages sellers to play the long game—focusing on quality, service, and consistency—rather than chasing quick ranking wins that might not last.
Read More: Amazon SEO vs Google SEO
Why This Matters for Your Amazon SEO Strategy
If you’re still using an “old-school A9” mindset only focusing on keywords and PPC, you might be leaving money on the table.
An Amazon SEO expert today looks at the full picture:
- Keyword optimization (titles, bullets, backend search terms)
- Visual optimization (images, A+ content, videos)
- Conversion rate optimization (pricing, social proof, reviews)
- External traffic strategy
- Brand-building
This holistic approach aligns much better with how A10 seems to evaluate listings.
Trending Amazon SEO Tactics in the A10 Era
Here are a few strategies that are gaining serious traction right now:
Content-Rich Listings
In the A10 era, simple text-based listings are no longer enough to stand out. More sellers are investing in rich, visual content that helps shoppers truly understand what they’re buying before they ever click the “Add to Cart” button. Things like lifestyle images, comparison charts in A+ Content, and short, engaging product videos can make your page feel more like a brand experience than just a product listing.
All of this extra content does more than just look good—it encourages shoppers to stay longer on your page and feel more confident in their decision. That boost in time-on-page and conversion rate sends positive signals back to Amazon, helping your listing perform better in search results over time.
Micro-Influencer Traffic
Instead of spending big budgets on major influencers, many brands are now turning to smaller, niche creators who speak directly to highly targeted audiences. These micro-influencers often have stronger trust with their followers, which means the traffic they send to Amazon is more likely to convert.
When these shoppers land on your listing already interested and ready to buy, it creates powerful engagement and sales signals for the algorithm. Over time, this can help improve your organic rankings while also building brand awareness outside of Amazon, giving you benefits on multiple fronts.
Brand Search Optimization
One of the most underrated strategies right now is optimizing for your own brand name. When shoppers go out of their way to search specifically for your brand and then make a purchase, it tells Amazon that you’re not just competing in a crowded category—you’re creating real demand.
This kind of branded search activity can strengthen your overall account authority and help your products perform better even for non-branded, competitive keywords. It’s a subtle but powerful way to show the algorithm that your brand is becoming a destination, not just another option on the results page.
Read More: Local SEO tips
Should You Still Care About Keywords?
Absolutely.
Even with all these changes, keywords are still the foundation of Amazon SEO. The difference is how they’re used.
A modern Amazon SEO consultant focuses on:
- Search intent, not just search volume
- Natural keyword placement
- Long-tail phrases that attract high-converting buyers
This helps you rank and convert, which is the real win under A10.
Final Thoughts: A9 vs A10
The biggest takeaway from the Amazon A9 vs A10 algorithms debate is this:
Amazon is moving toward rewarding great brands, not just clever tactics.
If you focus on delivering a better customer experience, building a recognizable brand, and creating listings that genuinely help shoppers make a decision, you’re already aligned with where the algorithm is heading.
And if you ever feel stuck or overwhelmed, partnering with an Amazon SEO expert can help you build a strategy that’s not just about ranking but about sustainable growth.
Because at the end of the day, whether it’s A9, A10, or whatever comes next, Amazon’s goal stays the same: show customers the products they’re most likely to love and buy.
If your brand becomes one of those, the algorithm will follow.
