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Amazon’s A9 Algorithm & SEO Beyond the Basics in 2023

Feb 15, 2023

If you're in the business of selling products online, Amazon is likely one of the first places you think of. With over 310 million active customer accounts and 2.5 billion products listed for sale, Amazon is the world's largest online retailer. To make sense of this massive amount of data, Amazon has developed its own search algorithm called A9.

A9 is an algorithm used by Amazon to rank and display search results based on factors such as relevance, popularity, and sales history. Unlike Google, which uses over 200 ranking factors, Amazon's A9 algorithm focuses on a more limited number of factors to determine the relevance of a product to a customer's search.

In this article, we'll take a closer look at Amazon's A9 algorithm and how it impacts your search engine optimisation (SEO) strategy.

How Does the Amazon A9 Algorithm Work?

The A9 algorithm works by analysing a product's data and matching it to a customer's search. The algorithm then determines the relevance of the product based on factors such as:

These are just a few factors that the Amazon A9 algorithm considers when ranking products.

How Does Amazon A9 Impact SEO?

Understanding how the algorithm works and optimising your product listings for the A9 algorithm can help you improve your visibility in Amazon's search results and drive more sales. To optimise your product listings for the Amazon A9 algorithm, consider the following tips:

If you are stuck on how to optimise your listings, refer to our blog on “how to optimise your amazon listings” to cover the basics.

Beyond SEO:

Once you have nailed the basics (titles, bullet points, keywords, A+ Content, images, price), you can consider other ways to drive traffic to your listing through SEO, such as:


Launchpad: If approached, sign up for the Launchpad programme for additional benefits and to be the first to hear about new Amazon features.

Deals: Be visible during high-traffic periods such as Black Friday to get your listing noticed on the deals pages.

Variations: This combines all your reviews of individual “child” listings, increasing reviews across all variations.

If you would like to discuss any of the above, need our help, or want more information, please get in touch and chat with us!

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