A9 Algorithm
Amazon's product search ranking system - it decides which listings appear, and in what order, for every search on Amazon. A9 (sometimes called A10) ranks products by how likely they are to be bought, not just by relevance. Sponsored Products sales on a keyword also feed back into organic rank for that keyword.
In practice
A9 (sometimes called A10) ranks products by how likely they are to be bought, not just by relevance. It reads text signals (title, bullets, description, backend search terms and structured attributes like size and colour) and performance signals (sales velocity, conversion rate, click-through rate, price competitiveness, reviews). Sponsored Products sales on a keyword also feed back into organic rank for that keyword.
A new water bottle ranks on page 4 for "insulated bottle"; after a Sponsored Products push generates steady sales on that keyword, its organic position climbs to page 1.
Why it matters
Every organic sale on Amazon starts with a search result, so a listing that A9 doesn't rank simply isn't seen - however good the product is.
Worth knowing
- The product title is the most heavily weighted text field - the main keyword belongs in its first 60 or so characters.
- Conversion rate is a core ranking signal: listings that turn clicks into orders get shown more.
- Seller feedback rating and listing age don't affect search rank (feedback matters for the Buy Box instead).
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Tell us where things stand with putting a9 algorithm into practice and we'll respond with next steps, no forms, no waiting in a queue.
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