Everything You Need to Know About Amazon SEO

Every ecommerce brand knows how important SEO is when it comes to making sure your product shows up in search results.  However, if you’re selling your products on Amazon, your SEO strategy will be different than it will on a search engine like Google.  Amazon has its own unique SEO algorithm that differs from Google’s.  In a Google search, people are usually looking to discover information about a subject or product, whereas people searching on Amazon are usually more intent on making an immediate purchase.  Therefore, Amazon’s algorithm prioritizes certain listings based on a number of unique factors that make it more likely to lead to a sale. 

Here’s what you need to know about Amazon SEO:

How Does Amazon’s SEO Algorithm Work?

Amazon is frequently updating its algorithm and changing which factors lead to higher rankings.  They last changed their algorithm in the fall of 2019, changing it from their A9 to what some now refer to as A10 algorithm (although Amazon has not officially made that naming announcement).  The A10 algorithm is influenced by nine specific factors:

Seller Authority

Seller authority refers to seller metrics that are under the control of the Amazon listing or “buy box”.  Seller authority is influenced by seller metrics such as how long you’ve been on Amazon or what your seller feedback rating is.


This refers to how many times your product is viewed online.  This can be on Amazon’s website as well as on any affiliate or partner sites.

Internal Sales

Internal sales are any sales that come from within Amazon’s website, such as through the “frequently bought together” section.  

PPC Sales

Amazon Pay-per-click (PPC) sales refer to any sales that come from ads in which you pay a fee every time the ad is clicked.  While PPC sales used to be one of the biggest factors in Amazon’s SEO algorithm, it has since become slightly less of a factor in the newest update to the algorithm.

Click-Through Rate

This refers to how often customers actually click on your product as opposed to just viewing it.  By using professional photographs of your products and creating an engaging and detailed listing, you can boost your click-through-rate.

Off-Site Sales

With the latest A10 algorithm, off-site sales are now one of the most important factors in having a high keyword ranking.  These are sales that occur when you drive traffic from other sites onto your Amazon listing.

Conversion Rate

Conversion rate refers to the ratio of how many customers view your product page versus how many customers end up buying your product.  You want your conversion rate to be as high as possible in order to boost the ranking of your product.

Sales History

Amazon will also look at your sales history, which is how well your product has sold in the time since you began listing it.  This includes factors such as how often you run out of stock, as keeping your products in stock is key to achieving a high ranking.

Organic Sales

Lastly, the A10 algorithm looks at organic sales, which are when shoppers buy your product without going through any form of marketing or promotion.  This occurs when a customer finds your product by searching for it on Amazon.

How To Boost Your Ranking

Optimize your product listings

The first thing you’ll want to do to take advantage of Amazon’s SEO algorithm is to optimize your product listing for your target audience.  Create detailed and engaging titles, bullet points, and descriptions that clearly explain what your product is.  You should also use any and all relevant keywords in your titles and descriptions.

Use Professional Product Images

Use high-quality images of your product that catch the eye and entice customers to click on your listing.  Make sure that customers can zoom in and inspect your product, as this will help gain their trust as to the quality of your brand.  Try and use multiple pictures and even a video in order to further show off your product.

Collect product reviews

Product reviews are key to increasing sales.  They not only increase customer trust when shopping online, but they also make your product rank higher than a product with fewer reviews. 

Studies show that products on the first page of Amazon get 80% of all clicks, and only 30% of shoppers go past page 1.  By taking into account these factors and following these tips, you can raise your product’s ranking, getting you onto page 1 and boosting your sales.