How Amazon A10 Algorithm Works in 2025 – The Updated Guide You Need

What Is the Amazon A10 Algorithm?

The Amazon A10 Algorithm is Amazon’s advanced product-ranking system that determines which products appear in search results and in what order. While earlier versions like A9 focused heavily on keywords and paid advertising, A10 places stronger emphasis on buyer behavior, organic performance, and long-term value.

In simple terms, A10 rewards products that:

• Deliver a great customer experience

• Generate consistent organic sales

• Build brand trust and loyalty

• Perform well without excessive reliance on paid ads

Amazon’s goal remains the same: maximize customer satisfaction and platform profitability.

How Amazon A10 Is Different From A9

Understanding the shift from A9 to A10 helps sellers adapt their strategies.

Key Differences

• Reduced dependence on PPC: While ads still matter, A10 prioritizes organic performance more than before.

• Higher focus on external traffic: Traffic from social media, Google, blogs, and influencers now carries more weight.

• Brand authority matters: Established brands with strong engagement and repeat customers rank better.

• Customer behavior signals are stronger: Click-through rate, conversion rate, and retention are critical.

Bottom line: A10 favors real demand and buyer trust over short-term ad-driven sales.

Core Ranking Factors of Amazon A10 in 2025

1. Keyword Relevance (Still Important, But Smarter)

Keywords remain the foundation of Amazon SEO. However, A10 is now better at understanding context and intent, not just exact keyword matches.

What Amazon Looks For

• Accurate keyword placement in titles, bullets, descriptions, and backend search terms

• Semantic relevance (related phrases and variations)

• Natural keyword usage instead of stuffing

Optimization Tip: Focus on buyer-focused language rather than forcing keywords unnaturally.

2. Organic Sales Performance

One of the biggest shifts in A10 is the emphasis on organic sales over PPC-driven sales.

Amazon evaluates:

• Sales velocity

• Consistency of sales

• Organic-to-paid sales ratio

Products that generate steady organic sales are seen as more trustworthy and valuable.

Why it matters: Amazon wants products that sell naturally, not just because of ads.

3. Click-Through Rate (CTR)

CTR measures how often shoppers click your product after seeing it in search results.

Factors That Improve CTR

• High-quality main image

• Competitive pricing

• Strong ratings and review count

• Clear, benefit-driven titles

• Badges like Prime, Best Seller, or Amazon’s Choice

A higher CTR signals relevance and pushes your listing higher.

4. Conversion Rate (CR)

Once shoppers click your listing, Amazon closely tracks whether they buy.

Conversion Boosters

• Clear bullet points

• Trust-building reviews

• High-resolution images and videos

• A+ Content

• Competitive pricing and fast shipping

If buyers consistently convert, Amazon rewards your listing with better rankings.

5. External Traffic (More Powerful Than Ever)

In 2025, external traffic is one of the strongest A10 signals.

Amazon values traffic from:

• Google search

• Social media platforms

• Influencer links

• Blogs and review sites

• Email marketing

External traffic brings new customers to Amazon, which directly supports Amazon’s growth.

Important: External traffic that converts well carries significantly more weight.

6. Customer Experience & Satisfaction

Amazon’s top priority is customer satisfaction, and A10 reflects this clearly.

Key metrics include:

• Review quality and consistency

• Low return rates

• Low order defect rate

• Fast shipping and reliable fulfillment

• Responsive customer service

Poor customer experience directly harms rankings.

7. Brand Authority & Repeat Purchases

Brand-building plays a major role in A10.

Amazon tracks:

• Brand search volume

• Repeat customers

• Cross-product purchases

• Brand Store engagement

Brands that keep customers within their ecosystem perform better.

This is why Amazon favors brands over one-off sellers in 2025.

8. Listing Freshness & Updates

Amazon rewards listings that stay relevant and updated.

This includes:

• Updating images

• Improving bullet points

• Refreshing A+ Content

• Adjusting pricing and offers

Regular improvements signal active brand management.

The Role of Amazon PPC Under A10

Amazon PPC still matters—but how you use it matters more.

How PPC Supports A10

• Boosts initial sales velocity

• Helps rank for competitive keywords

• Collects keyword data for SEO

• Supports product launches

What A10 Discourages

• Over-reliance on ads

• High ACOS with poor organic sales

• Artificial ranking manipulation

Best practice: Use PPC to support organic growth, not replace it.

How to Optimize for Amazon A10 in 2025

1. Build Listings for Buyers, Not Just the Algorithm

• Write clear, benefit-focused content

• Use images that answer buyer questions

• Highlight solutions, not features

2. Prioritize Organic Ranking

• Identify high-intent keywords

• Drive consistent sales

• Reduce dependency on ads over time

3. Leverage External Traffic Strategically

• Use social media campaigns

• Work with influencers

• Publish SEO blogs linking to products

• Run Google Ads for branded terms

4. Improve Brand Presence

• Create a Brand Store

• Run Sponsored Brand ads

• Encourage repeat purchases

• Launch complementary products

5. Monitor Performance Metrics Closely

Track:

• CTR

• Conversion rate

• Organic sales growth

• Review trends

• Return rates

Optimization should be continuous, not one-time.

Common Myths About Amazon A10

Myth 1: PPC No Longer Matters

False. PPC still plays a critical role, especially for launches and testing.

Myth 2: Keywords Are Less Important

Wrong. Keywords matter, but context and relevance matter more.

Myth 3: A10 Is a Completely New Algorithm

A10 is an evolution, not a replacement. Core principles remain the same.

The Future of Amazon Rankings

Looking ahead, Amazon will continue to:

• Favor trusted brands

• Reward real customer demand

• Reduce manipulation tactics

• Encourage external traffic

• Prioritize customer satisfaction

Sellers who adapt early will dominate their niches.

Final Thoughts

The Amazon A10 Algorithm in 2025 is smarter, more buyer-centric, and more brand-focused than ever before. It rewards sellers who think long-term, build trust, and deliver genuine value to customers.

To succeed, sellers must:

• Optimize listings intelligently

• Drive organic sales

• Use PPC strategically

• Build brand authority

• Leverage external traffic

• Focus on customer experience

At Amazon Big Step, we believe mastering A10 is not about gaming the system—it’s about aligning your brand with Amazon’s mission: delivering the best possible shopping experience.

When you do that, growth follows naturally.