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Amazon’s A10 Algorithm in 2026: Evolution, Ranking Dynamics, and Seller Strategies for the New Era

In the fiercely competitive world of e-commerce, Amazon’s search algorithm is the invisible hand that determines which products rise to the top of search results and which languish in obscurity. As of 2026, the Amazon A10 algorithm is the dominant force shaping product visibility, click-through rates, and ultimately, sales on the world’s largest online marketplace. The A10 algorithm is a sophisticated system that evaluates multiple factors, including customer engagement, external traffic, seller authority, and buyer intent, marking a significant evolution from earlier, more sales-focused algorithms. For brands and sellers, understanding the A10 algorithm is a strategic imperative that can spell the difference between exponential growth and stagnation. Succeeding under A10 requires an Amazon SEO strategy, a comprehensive, multi-faceted approach that addresses all aspects of product optimization and ongoing performance.

This article provides a comprehensive, up-to-date analysis of the Amazon A10 algorithm. It covers its evolution from the A9 system, details the key ranking factors that now drive search results, and explores the practical implications for sellers. Drawing on a wide range of expert sources, the report also offers actionable optimization strategies, highlights recent updates, and presents a 90-day action plan for brands seeking to thrive under A10.

Key Takeaways

  • A10 rewards relevance, trust, and consistent performance over short-term tactics.
  • Seller authority, conversion rates, and external traffic are now the pillars of ranking success.
  • Paid ads remain important, but organic growth and brand building are essential for long-term visibility.
  • Continuous measurement, adaptation, and cross-channel integration are the hallmarks of winning brands.

1. Overview: What Is the Amazon A10 Algorithm?

The Amazon A10 algorithm is the current, AI-driven system that determines how products are ranked and displayed in Amazon’s search results. While Amazon does not officially use the “A10” moniker, the term has become standard in the seller community to describe the significant changes and new priorities that have emerged since the days of the A9 algorithm. As Amazon’s search algorithm, A10 is a critical factor in determining product visibility and success on the platform.

At its core, A10 is designed to surface the products most likely to satisfy customer needs. It does this by analyzing a complex web of signals—including relevance, seller authority, conversion rates, external traffic, and customer satisfaction—to reward listings that demonstrate genuine value, trustworthiness, and engagement. Unlike its predecessor, A10 is less about who spends the most on ads and more about who delivers the best overall customer experience.

Key characteristics of the A10 algorithm:

  • Customer-centric: Prioritizes listings that align with buyer intent and deliver satisfaction.
  • Holistic: Considers a broader range of signals, including off-Amazon activity and seller reputation.
  • Dynamic: Continuously updated to reflect changes in buyer behavior, competition, and Amazon’s own business goals.

2. History and Evolution: From A9 to A10

2.1 The A9 Era

The A9 algorithm, in use until around 2021, was primarily focused on maximizing immediate sales. Its ranking model was relatively straightforward: products that sold quickly and in high volume, especially when supported by aggressive pay-per-click (PPC) advertising, were pushed to the top of search results. Keyword relevance and sales velocity were the dominant factors, and short-term promotional spikes could yield rapid ranking gains.

A9’s core ranking factors:
  • Sales velocity and history
  • Keyword relevance (exact and near-exact matches)
  • Conversion rate (CVR)
  • Click-through rate (CTR)
  • Competitive pricing
  • PPC ad performance

2.2 The Shift to A10

By 2022–2023, Amazon began rolling out major updates that fundamentally changed how the algorithm evaluated and ranked products. The seller community dubbed this new system A10 to reflect its expanded scope and sophistication.

Key drivers behind the shift:
  • Customer experience: Amazon prioritized long-term customer satisfaction over short-term sales spikes.
  • External competition: The rise of social commerce (e.g., TikTok Shop, Instagram Shopping) forced Amazon to value off-platform signals.
  • Brand building: Amazon wanted to reward sellers who built trust, authority, and sustainable demand, not just those who gamed the system with ads.

A10’s new priorities:

  • Greater weight on organic sales and repeat purchases
  • Emphasis on seller authority and account health
  • Stronger consideration of external traffic and brand signals
  • A10 values external traffic more than its predecessor, A9, giving significant importance to external sources, off-Amazon traffic, and external traffic signals such as visits from social media, blogs, and email campaigns as new ranking signals.
  • Deeper use of AI and natural language processing (NLP) to understand buyer intent
  • Reduced the direct impact of PPC ad spend on organic ranking
Ranking Factor A9 (Pre‑2021) A10 (2022–2026)
Ad Spend Influence High Lower
Sales Velocity Prioritized Still important, but with context
Seller Authority Basic influence Greater emphasis
External Traffic Minimal impact Strong ranking signal
Organic Sales Impact Moderate Stronger focus
Relevance Measurement Keywords Behavior + Keywords + NLP
Customer Retention Minimal role Increasing influence

3. Key Ranking Factors in the A10 Algorithm

The A10 algorithm evaluates a wide array of signals to determine which products appear at the top of search results. Tracking key metrics such as organic rank, conversion rate, and customer feedback is essential for evaluating and improving your product’s visibility on Amazon. These signals can be grouped into several core categories:

3.1 Seller Authority and Performance

Seller authority is now one of the most influential ranking factors. Amazon assesses a seller’s reliability, experience, and operational excellence through metrics such as:
  • Order Defect Rate (ODR): Should be below 1% to avoid penalties and maintain visibility.
  • Late Shipment Rate: Target is below 4%.
  • Account Health: Must consistently be in “Good” standing.
  • Feedback Rating: High ratings and positive reviews signal trustworthiness and are essential for building seller authority.
  • Return and Cancellation Rates: Low rates indicate reliable fulfillment.
  • Prime Eligibility: FBA or Seller Fulfilled Prime status boosts authority.
To achieve high rankings under the Amazon A10 algorithm, sellers need strong seller metrics across all these areas. Excellent customer service is also a key component of seller authority, as it drives better engagement, customer satisfaction, and improved ranking. A seller with a strong track record, low defect rates, and prompt customer service is far more likely to achieve and maintain high rankings.
Metric Impact on Ranking Target for Sellers
Order Defect Rate High < 1%
Late Shipment Rate Medium < 4%
Account Health High Always “Good”
Feedback Rating High 4.5 stars or higher
Prime Eligibility High FBA/SFP recommended

Analysis: Maintaining strong seller authority is not just about avoiding penalties; it is a proactive strategy for building long-term ranking stability. Sellers who consistently meet or exceed these benchmarks are rewarded with greater visibility, more Buy Box wins, and higher conversion rates. Conversely, lapses in performance can quickly lead to suppressed listings and lost sales momentum.

3.2 Conversion Rate (CVR) and Click-Through Rate (CTR)

Conversion rate measures the percentage of visitors who purchase after clicking on a listing, while click-through rate tracks how often a listing is clicked when shown in search results. Both are critical signals of listing relevance and appeal.
  • High CTR: Indicates that the title, main image, and price are compelling.
  • High CVR: Confirms that the listing content, images, reviews, and offer match buyer expectations. A high conversion rate also shows that the product meets customer expectations and aligns with customer expectations, which can lead to higher rankings and repeat purchases.

A10 monitors these metrics over time, rewarding listings that maintain or improve engagement and conversion. Sudden drops in CTR or CVR can signal listing issues, misaligned keywords, or increased competition, prompting the algorithm to reduce visibility.

Optimization tips:
  • Use high-quality, zoomable images and lifestyle photos.
  • Craft clear, benefit-driven titles and bullet points.
  • Highlight unique selling points and address buyer objections.
  • Regularly test and refine main images and copy to improve CTR and CVR.
  • Monitor average order value alongside CVR and CTR to gain deeper insights into sales performance.

3.3 Relevance and Natural Language Processing (NLP)

While keyword optimization remains essential, A10 leverages advanced NLP to better understand buyer intent and semantic meaning. This means:
  • Exact-match keyword stuffing is less effective; natural, intent-driven language is favored.
  • Listings must address shoppers’ actual needs and questions, not just repeat keywords.
  • Backend keywords, synonyms, and long-tail phrases help capture broader search traffic.
  • Product relevance and the use of relevant keywords throughout titles, descriptions, and other listing elements are crucial for aligning with Amazon’s ranking criteria and improving discoverability.

3.4 Sales Velocity and Sales History

Sales velocity (the rate at which a product sells over time) remains a foundational ranking factor. However, A10 now values consistency and sustainability over short-term spikes. A strong product’s sales history is crucial for achieving and maintaining high rankings, as Amazon’s algorithm considers it a key factor in search visibility and product placement. The algorithm also rewards listings that generate consistent sales without heavy reliance on promotions or ads.
  • Steady, organic sales: Indicate genuine demand and reliability.
  • Repeat purchases: Signal product quality and customer satisfaction.
  • Low return/cancellation rates: Reinforce trust.
Listings that maintain strong sales velocity, especially from organic (non-paid) sources, are more likely to climb and hold top positions. Sudden drops, stockouts, or reliance on flash promotions can undermine long-term ranking.

3.5 External Traffic and Attribution

One of the most significant changes in A10 is the elevated importance of external traffic, visitors who arrive at Amazon listings from outside sources, such as:
  • Social media (TikTok, Instagram, Facebook)
  • Influencer and affiliate marketing
  • Google Ads and SEO
  • Email campaigns
  • Blogs and content marketing

Off-site traffic generated through external marketing efforts, especially from social media platforms and blogs, plays a crucial role in attracting potential customers to your Amazon listings. These strategies help expand your reach beyond Amazon, increasing brand visibility and driving more qualified prospects to your products.

A10 interprets external traffic as a sign of broader brand demand and authority. Listings that attract and convert off-Amazon visitors are rewarded with higher rankings, especially if those visitors make purchases or leave reviews.

Amazon Attribution tools allow sellers to track the performance of external campaigns, measure conversions, and qualify for the Brand Referral Bonus, a rebate for driving off-Amazon sales.

Analysis: Sellers who diversify their marketing and build external traffic sources gain a competitive edge. However, the quality of traffic matters: poorly targeted or low-intent visitors can hurt conversion rates and, by extension, rankings. External traffic signals and external sources are now key ranking factors under the A10 algorithm, so it’s essential to drive external traffic from a variety of channels to maximize ranking benefits.

3.6 Customer Experience and Reviews

A10 places a premium on customer satisfaction, as reflected in:
  • Review volume and quality: Consistent, positive customer reviews from satisfied customers signal trust and product quality, directly boosting ranking. Encouraging satisfied customers to leave reviews can improve visibility and increase trustworthiness in Amazon’s algorithm.
  • Review recency: Recent feedback carries more weight than older reviews.
  • Return and refund rates: High rates are a negative signal.
  • Customer service responsiveness: Fast, helpful responses to inquiries and complaints, along with excellent customer service and prompt customer feedback management, contribute to higher rankings.
Amazon’s mission to be “Earth’s most customer-centric company” is reflected in the algorithm’s preference for listings that deliver on their promises and delight buyers. Amazon also rewards sellers who generate repeat purchases and build customer trust.

4. Organic vs. Paid Search Results Under A10

4.1 Organic Search

Organic rankings are now more heavily influenced by the factors outlined above (especially seller authority, conversion rates, external traffic, and customer satisfaction). A10 rewards listings that demonstrate sustainable, authentic demand and penalizes those that rely solely on paid tactics or short-term promotions. The A10 algorithm prioritizes customer experience and relevance, making it crucial to optimize product listings to improve search ranking.
  • Organic sales: Carry more weight than ad-driven sales.
  • External traffic: Boosts organic ranking if it converts well.
  • Listing quality: Directly impacts organic visibility. Optimizing product titles, product details, and the product detail page is essential for higher organic ranking. Product pages with high-quality images are more likely to achieve greater organic visibility and conversion rates.

4.2 Paid Search (Amazon PPC and Sponsored Ads)

While Amazon PPC (Sponsored Products, Sponsored Brands, Sponsored Display) remains a vital tool for driving visibility and sales, its direct impact on organic ranking has diminished under A10. However, effective paid advertising strategies can still help sellers achieve higher search rankings within the Amazon marketplace by increasing product visibility, driving traffic, and boosting conversion rates.
  • PPC campaigns: Are best used to support new product launches, gather data, and supplement organic growth.
  • Ad conversion rates: Now feed into A10’s assessment of listing quality and relevance.
  • Over-reliance on ads: Without strong organic performance, can lead to diminishing returns and higher costs.
Strategic implication: Sellers should view paid and organic efforts as complementary. PPC can jumpstart momentum, but long-term ranking depends on organic sales, external traffic, and customer experience.

5. Optimization Tactics for Sellers

5.1 Listing Content and SEO

A10 listing optimization is both an art and a science. The most successful sellers follow a structured approach, such as the TFSD Framework (Title, Features/Bullets, Search Terms/Backend, Description), to optimize their product listings for Amazon’s search algorithm.

Best practices:
  • Title: Front-load primary keywords, brand, and key differentiators within the first 80 characters (critical for mobile).
  • Bullets: Use benefit-first statements, incorporate secondary keywords, and address buyer objections. Bullet points are a key element of product listings and should be optimized for both clarity and keyword inclusion.
  • Backend search terms: Fill the 249-byte limit with unique, relevant keywords not already in the title or bullets. Backend search terms are crucial for improving product discoverability without cluttering visible content.
  • Description/A+ Content: Tell the brand story, answer FAQs, and use enhanced visuals to boost engagement and conversion. Ensure your product listings are comprehensive and visually appealing.

Integrating relevant keywords throughout your product listings—including titles, bullet points, descriptions, and backend search terms—enhances product relevance and increases visibility in Amazon search results.

Mobile optimization is essential, as over 70% of Amazon shoppers browse on mobile devices. Ensure that the most important information appears in the first 80 characters of the title and the first 200 characters of bullets.

5.2 Traffic and Marketing Strategies

Driving external traffic is now a core pillar of A10 optimization. Effective tactics include:
  • Social media marketing: Leverage social media platforms like TikTok, Instagram Reels, and Facebook for short-form videos, influencer collaborations, and paid ads to drive off-site traffic from external sources and attract potential customers to your Amazon listings.
  • Content marketing: SEO-optimized blog posts, YouTube reviews, and affiliate partnerships are powerful external marketing efforts that help drive external traffic from outside sources.
  • Email marketing: Targeted campaigns to previous buyers and subscribers can generate off-site traffic and bring in new potential customers.
  • Amazon Attribution: Use tracking links to measure and optimize external campaigns, ensuring your external marketing efforts are effectively driving external traffic from various external sources.
Pro tip: Focus on quality over quantity. High-intent, well-targeted external traffic that converts will boost rankings; poorly targeted traffic can hurt conversion rates and visibility.

5.3 Account Health and Operations

Operational excellence is non-negotiable under A10. Sellers must:
  • Monitor account health: Use Amazon’s dashboards to track ODR, late shipment rate, feedback, and strong seller metrics such as seller reputation, feedback ratings, and handling of returns.
  • Maintain inventory: Avoid stockouts, which can quickly erode ranking momentum.
  • Fulfillment: Use FBA or match its standards for shipping speed and reliability.
  • Respond to customer inquiries: Within 24 hours to maintain high seller authority and provide excellent customer service.
  • Monitor and respond to customer feedback: Address customer concerns promptly to improve long-term performance and maintain high visibility.

5.4 Advertising Strategy Under A10

PPC campaigns should be used strategically:
  • Launch support: Use ads to build initial sales velocity and gather keyword data.
  • Data-driven optimization: Analyze search term reports to refine organic and paid targeting.
  • Balanced investment: Allocate budget to both Sponsored Products (for direct sales) and Sponsored Brands (for brand awareness).
  • Monitor TACoS (Total Advertising Cost of Sale): Aim for a declining TACoS as organic sales increase.
  • Strategic advertising campaigns can boost sales and drive more sales for your Amazon listings by increasing product visibility and accelerating sales growth.

6. Measurement and Analytics: KPIs to Monitor for A10

To succeed under A10, sellers must track and respond to a range of key performance indicators:
  • Conversion Rate (CVR): Target 10–15% for most categories; higher for branded traffic.
  • Click-Through Rate (CTR): Indicates listing relevance and appeal.
  • Sales Velocity: Monitor daily, weekly, and monthly trends.
  • Order Defect Rate (ODR): Keep below 1%.
  • Return and Refund Rates: Lower is better
  • Review Volume and Quality: Track both the number and recency of reviews.
  • External Traffic Metrics: Use Amazon Attribution to measure off-Amazon campaign performance.
  • Keyword Rankings: Use third-party tools to monitor shifts in organic position.

7. Known Updates and Changes to A10 (2024–2026)

The A10 algorithm is not static; Amazon continues to refine and update its ranking system in response to market trends, competition, and internal goals.

Recent updates and trends:
  • 2024–2025: Increased weighting of external traffic and brand signals, reflecting Amazon’s response to the rise of social commerce platforms.
  • 2025: Enhanced use of AI and NLP for semantic search and intent matching; stricter enforcement of listing quality and policy compliance.
  • 2026: Closer integration of organic and paid signals—ad conversion rates now feed into organic ranking assessments; retail readiness (in-stock, pricing, catalog structure) is more tightly linked to both organic and paid performance.
  • Brand Referral Bonus: Expanded to incentivize off-Amazon marketing, with up to 10% rebate for tracked external sales.
  • Mobile-first indexing: Listings not optimized for mobile are increasingly penalized in search visibility.

8. Competitive and Strategic Implications for Brands

8.1 The New Competitive Landscape

A10 has raised the bar for what it means to be a successful Amazon seller. Brands that win in 2026 are those that:
  • Build strong seller authority and operational excellence
  • Invest in high-quality, customer-centric listings
  • Drive and convert external traffic from diverse sources
  • Foster brand loyalty and repeat purchases
  • Monitor and adapt to algorithmic and market changes
  • Achieve better visibility and improve their product’s visibility in search results by excelling in these areas, leading to higher rankings and increased discoverability
Smaller brands can still compete by focusing on sharper positioning, creative content, and smart data use. Large budgets help, but A10 rewards relevance, trust, and customer satisfaction, areas where nimble brands can excel.

8.2 Risks, Pitfalls, and Common Mistakes

Common mistakes under A10:
  • Over-reliance on PPC without building organic rank
  • Keyword stuffing and unnatural listing copy
  • Ignoring external traffic opportunities
  • Neglecting seller authority metrics (ODR, feedback)
  • Failing to optimize for mobile
  • Using low-quality images or outdated content
  • Not monitoring performance metrics or adapting to changes
  • Failing to meet customer expectations or ensure the product meets customer expectations

9. Case Studies and Seller Examples

9.1 Case Study: Lifestyle Brand Boosts Ranking with External Traffic

A mid-sized lifestyle brand selling on Amazon saw stagnant rankings despite strong PPC investment. By shifting focus to TikTok influencer collaborations and Google Ads (tracked via Amazon Attribution), the brand drove a 25% increase in external traffic. As part of their strategy, the brand leveraged off-site traffic through targeted external marketing efforts, utilizing social media platforms and other channels to drive more visitors to their Amazon listings and improve rankings under the A10 algorithm. Conversion rates for this traffic exceeded 15%, and within six weeks, the brand’s flagship product moved from page 2 to the top 5 organic results for its main keyword. The brand also qualified for the Brand Referral Bonus, offsetting ad costs.

9.2 Case Study: Operational Excellence Drives Seller Authority

A health supplement seller struggled with high return rates and negative feedback, resulting in suppressed listings. By overhauling fulfillment processes, improving packaging, and responding to all customer inquiries within 24 hours, the seller reduced ODR to below 0.5% and return rates to under 8%. These improvements led to excellent customer service, strong seller metrics, and increased positive feedback, all of which played a crucial role in regaining organic rankings and Buy Box share across multiple SKUs within three months.

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10. Practical 90-Day Action Plan for A10 Optimization

Week 1–2: Audit and Research
  • Review account health metrics (ODR, late shipment, feedback)
  • Audit top product listings for product titles, bullet points, images, and backend search terms quality
  • Conduct comprehensive keyword research (reverse ASIN, competitor analysis)
  • Identify external traffic opportunities (social, content, email)
Week 3–4: Listing Optimization
  • Rewrite product titles and bullets using the TFSD framework
  • Update images to high-resolution, lifestyle, and infographic formats
  • Fill backend search terms to the 249-byte limit, removing duplicates
  • Optimize product listings for mobile (front-load key info in titles/bullets)
Week 5–8: Traffic and Marketing Launch
  • Launch or expand social media campaigns (TikTok, Instagram, Facebook)
  • Collaborate with influencers and affiliates; use Amazon Attribution links
  • Run targeted Google Ads for high-intent keywords
  • Start email campaigns to past buyers and subscribers
Week 9–12: Operational Excellence and Review Generation
  • Monitor inventory to avoid stockouts
  • Respond to all customer inquiries within 24 hours
  • Use Amazon’s Request a Review feature and inserts to encourage feedback
  • Track review volume, quality, and recency

Conclusion

The Amazon A10 algorithm represents a paradigm shift in how products are ranked and discovered on the world’s largest e-commerce platform. Success in 2026 and beyond requires a holistic, customer-centric approach that integrates listing optimization, operational excellence, external marketing, and data-driven decision-making.

Real Amazon Terms With Definitions

Amazon DSP Contextual Targeting

Amazon DSP contextual targeting is Amazon’s way of placing ads based on the content a shopper is actively viewing, rather than who the shopper is. Instead of relying on audience profiles or past behavior, it analyzes the context of the page, article, video, or app to determine the most relevant ad to serve.

Product Opportunity Explorer (POE)

A tool Amazon provides to analyze demand, competition, and search behavior within specific niches. It helps sellers understand which keywords and products A10 is rewarding with visibility.

Brand Referral Bonus (BRB)

A planning tool that outlines what content will be published, when, and where. It keeps your messaging consistent and aligned with business priorities.

Buy Box Win Rate

A core Amazon metric that measures how often your product wins the Buy Box. A10 uses Buy Box ownership as a trust and conversion signal, products that win the Buy Box more often tend to rank higher.

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