If you sell on Amazon, you’ve probably heard people talk about “ranking,” “keywords,” or “A9.” But what does all of that actually mean? And how does Amazon decide which products show up first when a shopper types a search term?
Amazon’s search engine is powerful, and understanding how it works can dramatically improve your visibility, clicks, and sales. Let’s break it down in simple terms.
What Is the Amazon Search Engine?
Amazon uses its own search algorithm (often referred to as A9 and its newer version, sometimes called A10) to match shoppers’ search terms with the products most likely to sell.
Amazon’s goal is straightforward:
Show customers the products they are most likely to buy.
So the algorithm is entirely built around relevance + performance.
How the Amazon Search Engine Works
1. Keyword Relevance
Before Amazon considers performance, it checks keyword relevance. If your listing doesn’t contain the keywords shoppers are searching for, you simply won’t appear.
Amazon scans:
- Title
- Bullet points
- Description/A+ content
- Backend search terms
- Brand name
- Category nodes
This is why keyword optimization is non-negotiable for Amazon sellers.
2. Listing Completeness & Quality
Amazon rewards listings that provide shoppers with all the information they need.
This includes:
- Clear product titles
- High-quality images
- Well-written bullet points
- Strong descriptions or A+ content
- Accurate categories
- Correct attributes (size, color, material, etc.)
The more complete the listing, the more Amazon trusts it.
3. Performance Metrics
This is where Amazon truly differs from Google. Instead of ranking pages based on links, Amazon ranks products based on how well they SELL.
Key performance factors include:
✅ CTR (Click-Through Rate)
How often shoppers click your listing.
✅ Conversion Rate
How many of those clicks turn into purchases.
✅ Sales Velocity
How fast your product sells over time.
✅ Price Competitiveness
Amazon loves good deals.
✅ Availability
If your product goes out of stock, your ranking plummets.
✅ Review Quality & Quantity
More reviews + better reviews = higher ranking.
Amazon’s algorithm constantly watches how customers behave with your listing — and adjusts ranking accordingly.
4. PPC Advertising (Paid Search)
Amazon PPC doesn’t just help with visibility — it also affects organic ranking.
Paid ads:
- Boost visibility
- Increase clicks
- Increase sales
When Amazon sees your product selling well (even through ads), it may increase your organic ranking for those same keywords.
Ads feed the algorithm.
5. Customer Satisfaction Signals
Amazon aggressively monitors customer experience.
Signals include:
- Negative reviews
- High return rates
- Order defect rate
- Late shipment rate (FBM sellers)
- Performance notifications
- Customer messages/complaints
Poor customer experience → lower ranking.
6. External Traffic (A10 Factor)
Amazon increasingly rewards listings that bring traffic from outside the Amazon ecosystem.
Examples:
- Social media traffic
- Google ads
- Influencer marketing
- Email lists
- TikTok/Instagram content
More external traffic = higher organic ranking over time.
How Products Get Ranked Step-by-Step
- Shopper searches “wireless headphones.”
- Amazon scans the catalog for products containing “wireless headphones.”
- It filters out irrelevant listings.
- It ranks the remaining products based on:
- Sales history
- CTR
- Conversion rate
- Price
- Reviews
- Availability
- Relevance
- Sponsored ads appear first.
- Organic results follow, ranked by likelihood of purchase.
This happens in milliseconds, millions of times per day.
How Sellers Can Improve Their Amazon Ranking
To work with the algorithm instead of against it:
✅ Use strong, relevant keywords
✅ Optimize your product title & bullets
✅ Use high-quality images
✅ Keep pricing competitive
✅ Run PPC to boost initial sales
✅ Maintain inventory
✅ Build social proof (reviews)
✅ Drive external traffic
✅ Improve listing conversion rate
If your product converts well, Amazon will push it higher.
If it doesn’t, Amazon will bury it.
Final Thoughts
Amazon’s search engine isn’t a mystery it’s a sales machine. Its entire algorithm is built to show shoppers the products they are most likely to buy. When you focus on keyword relevance, high-quality listings, strong conversion rates, and a great customer experience, Amazon will reward you with higher rankings and more sales.
Master the algorithm, and you master Amazon.