How Amazon Ranking Algorithm Ranks Products in 2026

Amazon processes over 12 million product listings across its U.S. marketplace alone. The algorithm behind which products appear first is responsible for directing billions of dollars in sales every year. If your listing sits on page two, you are effectively invisible to 70%+ of shoppers who never scroll past the first page of results.

Amazon’s ranking system has evolved from A9 to what sellers now call A10. The core mission remains unchanged: match buyer intent with the most relevant, most likely-to-convert product. But the signals the algorithm weighs have shifted dramatically.

This guide breaks down exactly how Amazon ranks products, what changed between A9 and A10, and the specific levers you can pull to move up in search results.

Before diving into how the algorithm works, here are the numbers that frame why understanding Amazon algorithm matters in 2026.

What Is the Amazon Ranking Algorithm?

Amazon’s ranking algorithm is the proprietary system that determines the order of product listings in search results. It evaluates hundreds of data points in real time to predict which product a shopper is most likely to purchase based on their specific search query.

Unlike Google, which optimizes for information relevance, Amazon optimizes for purchase probability. Every ranking decision is rooted in one question: “Which product will generate the most revenue per impression?”

1. Amazon A9 Algorithm

The A9 algorithm was Amazon’s original product search engine. It primarily weighted three categories of signals: relevance, conversion performance, and customer satisfaction. A9 heavily rewarded products with strong sales history and high keyword relevance in titles.

2. Amazon A10 Algorithm

Amazon has never officially confirmed an “A10” update. However, sellers and data analysts have documented clear shifts in ranking behavior since 2020. These changes are collectively referred to as the A10 algorithm.

Below are the key priorities of the current algorithm:

• Organic sales carry more weight than PPC-driven sales
• External traffic sources now positively influence ranking
• Seller authority and account health play a larger role
• Click-through rate has more weightage in ranking

The algorithm today is more sophisticated at distinguishing genuine demand from artificially inflated metrics. Sellers who relied solely on aggressive PPC spend to rank have seen diminishing returns compared to those building organic demand signals.

The 9 Critical Amazon A10 Ranking Factors (And How to Optimize Each)

The A10 algorithm evaluates 9 key factors to rank products on Amazon. Based on analysis, here are the 9 core ranking factors that matter most in 2026:

Factor #1: Sales Velocity & Performance

The speed and consistency of sales is a major factor. New products with a high launch velocity (steady flow of sales in the first weeks) usually rank faster. If sales stall, rankings fall.

Sales Velocity Benchmarks:

A10 heavily favors recent performance. A product that sold well last quarter but stalls today will slide. A product that suddenly converts well, even at lower total volume, can climb quickly.

How to improve sales velocity:

• Launch with aggressive pricing (15-25% below competitors)
• Use Amazon coupons to increase conversion during launch
• Run Sponsored Products campaigns targeting exact-match keywords
• Aim for 70% organic sales and 30% PPC sales for stable organic rankings
• Build external traffic to accelerate organic signals

Factor #2: Conversion Rate (CVR)

Conversion is one of the strongest ranking signals in the A10 algorithm. If shoppers click but don’t buy, Amazon thinks your product isn’t a good fit for the keyword.

Below are the Amazon conversion rate benchmarks by category in 2026.

The average conversion rate on Amazon varies from 10% to 15% for well-optimized listings with strong reviews. The average Amazon conversion rate for all product types across the platform tends to hover around 9-11% as of November 2025.

Products converting above 15% typically rank in the top 10 positions, while those below 8% struggle to maintain first-page visibility.

How to improve conversion rate:

Below are some strategies you can implement to improve your conversion rate.

• Optimize main image to stop the scroll
• Add lifestyle images showing product in use
• Use A+ Content with comparison charts
• Price competitively (within 10% of top competitors)
• Display a coupon badge for psychological urgency
• Adding a “Coupon” badge (e.g., Save 5%) increases Click-Through Rate (CTR) and often Conversion Rate because shoppers feel they are getting a deal

Factor #3: Click-Through Rate (CTR)

A10 closely monitors how often users click on your product when it appears in search results. A high CTR indicates that your product is appealing and relevant to shoppers, which positively influences your ranking.

Below are the Amazon CTR benchmarks.

According to statistics from Amazon, on average 35% of Amazon shoppers click on the search result and up to 64% of clicks from the Amazon search results page target the first three search results.

Below are some strategies you can implement to improve your CTR.

1. Main image optimization: Fill 85-90% of frame, pure white background, show product clearly
2. Title structure: Lead with main keyword, include key benefit
3. Price positioning: Be competitive or show clear value
4. Review count: Products with 100+ reviews get significantly more clicks
5. Badges: Prime, Best Seller, Amazon’s Choice dramatically improve CTR

The main image is one of the key factors that influence CTR. The A10 algorithm places even more weight on CTR compared to A9.

Factor #4: Keyword Relevance & Indexing

Amazon won’t rank you for a keyword unless you’re indexed for it. Indexing means Amazon’s system recognizes your product as relevant to that keyword. If your product isn’t indexed, it will never show up in search.

Below is the exact framework for where to place keywords in a listing for maximum ranking impact.

A well-optimized listing should focus on 20 to 30 core, highly relevant keywords. Then you’ve got your backend search terms field. It gives you 500-bytes of space, which is the perfect spot to add another 30 to 50 unique keywords. Think synonyms, common misspellings, and those long-tail variations.

Below are some strategies you can implement to improve keyword indexing.

• Primary keyword in first 80 characters of title
•  Secondary keywords in bullet points
•  No keyword repetition
•  Include common misspellings and foreign keywords in backend

Factor #5: Seller Authority

A seller’s authority plays a crucial role in the A10 algorithm. Factors like positive feedback, the length of time you’ve been selling on Amazon, a low return rate, and effective inventory management all contribute to higher rankings.

Below are the seller authority metrics that impact rankings.

A10 places great weight on your feedback ratings, sales history, and return rates. Long-standing solid sellers get ranking perks.

Below are some strategies you can implement to build seller authority.

• Respond to all customer messages within 24 hours
• Maintain inventory to avoid stockouts
• Use FBA to leverage Amazon’s logistics reputation
• Monitor and address negative feedback immediately
• Reducing returns from 12% to 8% (category average) provides a ranking boost equivalent to 200-300 incremental monthly sales

Factor #6: External Traffic

A10 values external traffic more than its predecessor. When users are directed to Amazon from external sources like social media, blogs, or websites, it signals to the algorithm that your product is in demand, boosting its ranking.

A10 rewards sellers who bring shoppers from outside Amazon because this expands Amazon’s reach at zero marketing cost to them.

YouTube, Facebook, Instagram, X (Formerly Twitter), and Reddit are the top social media traffic referrers to Amazon. YouTube leads by a huge margin with almost 6 out of 10 social media visitors coming from the video-sharing platform.

Below are the best external traffic strategies in 2026.

• Use Amazon Attribution to track external campaigns
• Partner with micro-influencers in your niche
• Create product-focused content on YouTube
• Build an email list for launches
• Run Google Shopping ads pointing to Amazon listings

Factor #7: Customer Reviews & Ratings

Never underestimate the weight of good reviews. A10 identifies products with good reviews and ranks them higher. Moreover, reviews not only actively affect your seller rating, they are often the second touchpoint in the customer journey of your buyers.

Reviews, ratings, return rates, and customer complaints all influence how Amazon views your product. A 4.8-star product with 500 reviews will almost always outrank a 3.9-star product with 20 reviews, even if both have keywords placed correctly.

Here is how to build reviews ethically on Amazon in 2026.

• Enroll new products in Amazon Vine to get early, credible reviews
• Use Amazon’s “Request a Review” button
• Automate review requests with tools like Helium 10 Follow-Up
• Maintain steady review growth to avoid spikes that appear unnatural
• Address negative reviews by improving product quality

Factor #8: Fulfillment Method (FBA vs FBM)

Prime eligibility shows Amazon that a seller meets strict fulfillment standards. Sellers using Fulfillment by Amazon (FBA) automatically benefit from this status. FBA inventory often ranks higher because it aligns with Amazon’s customer experience goals.

FBA vs FBM Ranking Impact:

Approximately 82% of active Amazon marketplace sellers use Fulfillment by Amazon (FBA). This means the vast majority of sellers rely on Amazon’s warehousing and Prime network, with the remaining 18% using FBM or a hybrid model.

FBA sellers see average sales increases of 20-25% compared to merchant-fulfilled operations.

Factor #9: Price Competitiveness

Price influences conversion, Buy Box ownership, and ranking simultaneously.

Price isn’t just a number; it’s a signal to both customers and Amazon’s algorithm. Amazon wants to offer its customers the best deals. Competitive price gets more sales velocity that helps you get indexed on more related keywords.

Pricing Strategy Matrix:

 Pricing tactics:

• Use automated repricing tools to stay competitive
• Add coupons rather than lowering list price
• Monitor competitor pricing weekly
• Factor in all costs (FBA fees, PPC, returns) for profitability

How to Rank Higher on Amazon: A 9-Step Action Plan

Based on the 9 ranking factors above, here’s a systematic approach to improving your rankings:

Step 1: Audit Your Current Listing

•  Is your primary keyword in the first 80 characters of the title?
•  Do you have 7+ high-quality images including lifestyle shots?
•  Is your A+ Content live and conversion-optimized?
•  Are you indexed for your top 50 target keywords?
•  Is your conversion rate above category average?

Step 2: Optimize for CTR

Your main image is your billboard. It must stop the scroll.

• Pure white background (RGB 255,255,255)
• Product fills 85-90% of frame
• 2000×2000 pixels minimum for zoom
• No text, badges, or watermarks

Step 3: Build Conversion-Focused Content

To rank on Amazon and increase sales, you need to optimize every part of your listing. Amazon’s algorithm looks at much more than just keywords; it tracks how customers interact with your page, especially your click-through rate and conversion rate. A fully optimized listing works together to attract shoppers, answer their questions, and convince them to buy.

1. Title: Keywords + key benefit + size/quantity
2. Bullet Points: Benefits first, features second
3. A+ Content: Brand story + comparison charts
4. Description: Long-tail keywords + use cases

Step 4: Launch with PPC Strategy

A well-structured PPC campaign directly influences the metrics Amazon values most: sales velocity, conversion rate, and click-through rate. Each time a shopper clicks your ad and buys your product, it signals to Amazon that your product is a relevant match for that search term.

Step 5: Drive External Traffic

External Traffic Is Game-Changing: A10 rewards products that drive visitors from social media, blogs, and other off-Amazon sources. This is a significant shift from A9’s focus on the inside of the portal.

External traffic action plan:

1. Set up Amazon Attribution for tracking
2. Create short-form video content for TikTok/Instagram
3. Partner with 2-3 niche micro-influencers
4. Build product-focused content on YouTube
5. Use Google Shopping ads for high-intent keywords

Step 6: Accumulate Reviews Strategically

• Day 1-30: Enroll in Amazon Vine (eligible products)
• Day 1+: Enable automatic review request emails
• Ongoing: Follow up with customer service excellence
• Monthly: Analyze negative reviews for product improvements

Step 7: Monitor & Maintain Inventory

A10 penalizes stockouts immediately. When inventory disappears, your ranking suffers and competitors capture your position.

Inventory management rules:

• Maintain 60-90 days of stock
• Set reorder points at 30-day supply
• Use FBA inventory planning tools
• Never run out during peak seasons

Step 8: Protect Seller Metrics

Step 9: Iterate Based on Data

Keyword research is not a one-and-done task. The Amazon marketplace is a living, breathing thing. What worked last month might be old news today. Give your keywords a health check at least once a month. This means diving into your search term reports and seeing what’s performing and what’s fizzling out.

Conclusion

Amazon’s ranking algorithm in 2025 rewards sellers who combine strong keyword relevance, consistent sales velocity, and high conversion rates. The shift from A9 to A10 means organic sales, external traffic, and seller authority now carry more weight than ever before. Pure PPC-driven ranking strategies are becoming less effective and more expensive.

The sellers who win on Amazon treat ranking as an ongoing system, not a one-time optimization. Every element of your listing, from the first word of your title to your backend search terms, plays a measurable role in where you appear in search results.

Frequently Asked Questions

What is the Amazon A10 algorithm?

The Amazon A10 algorithm is the updated version of Amazon’s product search ranking system, succeeding the A9 algorithm. It places greater emphasis on organic sales, external traffic, seller authority, and buyer behavior diversity. While Amazon has not officially named it A10, the ranking behavior changes have been widely documented by sellers and industry analysts since 2020.

Does Amazon PPC still help organic rankings?

Yes, but less than before. Under A10, PPC-driven sales still contribute to total sales velocity and help with keyword indexing. However, the algorithm now gives more weight to organic sales. PPC is most effective for ranking during product launches and for maintaining visibility, not as a permanent ranking crutch.

How long does it take to rank on Amazon page 1?

Timeline varies by category competitiveness. In low-competition niches, optimized listings can reach page 1 within 2-4 weeks. In competitive categories, it typically takes 2-6 months of consistent sales, optimization, and review accumulation. Products in ultra-competitive spaces may require 6-12 months and significant marketing investment.

Do customer reviews directly affect Amazon search rankings?

Reviews influence rankings indirectly rather than directly. Higher ratings and more reviews increase click-through rate and conversion rate from search results. These performance metrics are what the algorithm uses for ranking decisions. A product with 500 reviews and a 4.5-star rating will typically convert better than a product with 10 reviews and a 5-star rating.

Is Amazon FBA required for good rankings?

FBA is not technically required, but it provides significant indirect advantages. The Prime badge increases conversion rates by 20-30%, and FBA sellers win the Buy Box more frequently. Sellers using FBM can compete, but they need to match FBA-level shipping speeds and maintain excellent seller metrics.

How often does Amazon’s ranking algorithm update?

Amazon’s search rankings update in near real-time. Your position for a given keyword can shift multiple times per day based on sales velocity, competitor activity, and inventory status. BSR updates approximately every hour. Major algorithm updates (like the A9-to-A10 shift) happen less frequently and are not publicly announced.

What tools should I use to track Amazon keyword rankings?

The most widely used Amazon keyword tracking tools include Helium 10 (Keyword Tracker), Jungle Scout (Rank Tracker), Sellics, DataDive, and AMZScout. Each provides daily ranking updates for tracked keywords and can monitor competitor rankings simultaneously. Free options exist but lack accuracy and update frequency.

Does external traffic really help Amazon rankings?

Yes. Under the A10 algorithm, external traffic that converts on Amazon sends strong positive signals. Amazon rewards sellers who bring new customers to the platform. Use Amazon Attribution links to track external traffic performance and earn the Brand Referral Bonus (averaging 10% back on qualifying sales).

What is the difference between BSR and keyword ranking?

BSR (Best Sellers Rank) measures your sales performance relative to other products in your category. Keyword ranking measures where your product appears in search results for a specific search term. A product can have a great BSR but poor keyword ranking for certain terms if the listing is not optimized for those keywords.

How do I find the best keywords for my Amazon listing?

Start with Amazon’s own search bar auto-suggest to find real shopper queries. Use tools like Helium 10 Cerebro or Magnet, Jungle Scout Keyword Scout, or Amazon’s Brand Analytics (for Brand Registered sellers) to identify high-volume, relevant keywords. Also mine your PPC Search Term Reports for converting keywords you may not have included in your listing.