If you sell on Amazon in 2025, you’re competing in the world’s most aggressive marketplace. Millions of sellers fight for visibility, and every spot on page one could mean the difference between a thriving brand and forgotten inventory. At the heart of it all? Amazon’s search algorithm.

You’ve probably heard of A9, the algorithm that shaped Amazon SEO for years. But now, A10 has entered the stage, bringing new rules, smarter ranking signals, and fresh opportunities for sellers who understand how to adapt.

We’ll break down the differences between A9 and A10, what they mean for your business, and how you can stay ahead of competitors in 2025. By the end, you’ll not only understand the algorithm but also know how to turn it into a sales engine for your store.

What Was the Amazon A9 Algorithm?

For years, A9 was the engine behind Amazon search. Its primary focus was straightforward: maximize sales by prioritizing conversion signals.

Key A9 ranking factors included:

• Sales velocity (products that sold more ranked higher)
• Keyword relevance (exact-match keywords in titles, bullet points, backend)
• Click-through rate (CTR) from search results
• Conversion rate on the product page
• Competitive pricing and Buy Box eligibility

Simply put, A9 rewarded products that Amazon believed would make the marketplace the most money.

The Shift to A10: Why Did Amazon Change?

Amazon doesn’t change algorithms just to frustrate sellers. The move from A9 to A10 reflects how shoppers behave today.

Unlike five years ago, shoppers now:

• Spend more time researching before buying
• Compare products across platforms
• Look for trust signals like reviews, ratings, and brand authority
• Expect highly relevant search results, not just popular ones

Amazon wants to keep customers happy and loyal, which means serving up products that are not only likely to sell but also provide a positive buying experience

Amazon A10 Algorithm: What’s Different in 2025?

A10 introduces new ranking priorities that sellers must master.

🔹 1. External Traffic Matters More

Unlike A9, A10 rewards listings that bring traffic from outside Amazon (Google, social media, email campaigns). Why? Because external traffic means new customers for Amazon, and Amazon loves that.

🔹 2. Organic Sales Over PPC Boost

In A9, PPC ads heavily influenced organic ranking. Now, A10 gives more weight to organic sales velocity. Ads still help, but Amazon favours products that can naturally attract buyers.

🔹 3. Customer Engagement Signals

Reviews, ratings, and even how long a customer stays on your listing matter. If buyers are engaged, Amazon assumes your product is a better fit.

🔹 4. Seller Authority

Your entire account’s health influences ranking. Strong seller performance (low returns, fast shipping, high ratings) gives you a boost, even for new products.

🔹 5. Relevance + Contextual Search

A10 is smarter at matching search intent. Instead of just looking at keywords, it tries to understand why a shopper is searching. This means optimizing for long-tail and contextual keywords is crucial.

A9 vs. A10 at a Glance

Factor	A9 Algorithm (Old)	A10 Algorithm (2025)
Primary Focus	Sales & conversions	Customer experience & relevance
Traffic Source Weight	Mostly internal Amazon traffic	External traffic is highly rewarded
PPC Influence	Strong	Lower, organic sales prioritized
Reviews & Ratings	Important but secondary	Highly influential on rankings
Seller Authority	Limited role	Strong ranking factor
Keyword Matching	Exact-match heavy	Contextual + intent-based optimization

What This Means for Sellers in 2025

If you’ve been playing by the old A9 rules, your strategy needs an upgrade.

1. You can’t just rely on PPC anymore. Focus on organic ranking signals.
2. External marketing is your edge. Drive traffic from Google, TikTok, Instagram, and email.
3. Listing optimization must be holistic. Keywords matter, but so do images, A+ content, videos, and reviews.
4. Your brand reputation counts. A strong seller account lifts all your products.

How to Win With Amazon A10

Here’s your roadmap to turning A10 into your growth engine:

1. Optimize for Intent, Not Just Keywords
   • Use long-tail phrases like “best organic dog food for puppies” instead of just “dog food.”
2. Boost Organic Sales Velocity
   • Run promotions, coupons, and deals to generate natural sales momentum.
3. Drive External Traffic
   • Use social media ads, influencer shoutouts, or even SEO blogs linking to your listings.
4. Maximize Listing Engagement
   • Add lifestyle images, product videos, and detailed FAQs to keep shoppers hooked.
5. Build Review Strategies
   • Request reviews ethically, leverage Amazon Vine, and follow up post-purchase.
6. Strengthen Your Seller Profile
   • Maintain high delivery standards, low defect rates, and excellent customer service.

Final Thoughts

Amazon isn’t static; it evolves with buyer behaviour. Sellers who cling to old A9 strategies will find themselves slipping in rankings, paying more for ads, and losing visibility.

But sellers who embrace A10’s new rules, external traffic, engagement, seller authority, and relevance, will not only rank higher but also build sustainable growth in 2025 and beyond.

And here’s the truth: you don’t have to do it alone. Implementing the right A10 strategies can be complex, time-consuming, and overwhelming. That’s where our Amazon growth services come in. We help sellers like you rank faster, cut ad costs, and dominate your niche with data-driven strategies designed for A10.

Ready to beat the algorithm instead of chasing it? Let’s talk today and scale your Amazon store the smart way.

FAQs

1. Does Amazon still use the A9 algorithm?
No. While the foundation of A9 still exists, Amazon has upgraded to A10, which prioritizes external traffic, engagement, and seller authority.

2. How long does it take to rank with A10?
It depends on your niche and level of competition, but with consistent optimization and external traffic, many sellers typically see improvements within 4–8 weeks.

3. Is PPC still important with A10?
Yes, but it no longer dominates organic rankings. PPC should be used strategically to support organic growth, not replace it.

4. What’s the best way to adapt to A10 quickly?
Focus on external traffic campaigns, optimize your listings for intent-based keywords, and establish trust through reviews and effective branding.

5. Can new sellers compete under A10?
Absolutely. A10 gives new sellers a better chance if they can generate organic sales, drive outside traffic, and build strong product listings.