What is The A9 Algorithm on Amazon?

Key Takeaways:

The A9 Algorithm is Amazon’s product search engine ranking system, designed to show the most relevant and high-converting products to shoppers.
Understanding how A9 works is key to effective Amazon SEO optimization.
Working with an Amazon SEO agency like Bridgeway Digital can dramatically boost your product visibility and conversions.
The algorithm is continuously evolving, so staying updated is essential for long-term success.

Introduction: Why the A9 Algorithm Matters

Imagine you're selling phone cases on Amazon. You type in “iPhone 14 case,” and suddenly, you’re hit with thousands, if not millions, of results. But why do some products consistently appear on the first page, while others are lost in the abyss of page 20? The answer lies in Amazon’s powerful A9 Algorithm, the secret behind how products are ranked on the platform.

Unlike Google, which focuses on delivering information, Amazon's A9 is all about conversions.. In fact, over 70% of Amazon shoppers never scroll past the first page, and listings that rank higher receive up to 80% more sales. That’s why understanding how A9 works and using expert-driven Amazon SEO services is critical to success.

To stay competitive, sellers must optimise every part of their listing. Because on Amazon, visibility isn’t luck—it’s strategy. And A9 is the engine powering it all.

What is the A9 Algorithm?

The A9 Algorithm is Amazon’s proprietary search algorithm that determines how products are ranked in search results. It's designed to connect shoppers with the most relevant and high-converting products in the shortest amount of time.

Unlike Google, which emphasizes information and content, Amazon’s goal is clear: conversion. A9 prioritizes product listings that are more likely to result in a sale.

Stat to know:

Over 70% of Amazon shoppers never click past the first page, making A9 optimization critical for visibility.

How the A9 Algorithm Works Behind the Scenes

Amazon’s A9 system considers multiple factors to rank listings, but it all boils down to two things:

Relevance – How closely does your product match the customer’s search intent?
Performance – Does your product convert well compared to others?

The A9 Workflow:

Here’s how the A9 algorithm works behind the scenes. It begins by pulling product listings that are most relevant to that search, using a combination of keywords, backend data, and listing metadata.

Once it has identified potential matches, the algorithm ranks those listings based on a variety of performance indicators, including click-through rate (CTR), sales velocity, and customer reviews. The listings that perform best across these metrics are prioritized and appear on the first page of search results, where they have the highest chance of being seen and purchased.

A9 vs Traditional SEO: What’s the Difference?

Here’s how A9 compares to Google’s SEO in a quick glance:

Factor	Amazon A9 Algorithm	Google SEO
Primary Goal	Maximize conversions and sales	Provide accurate information
Ranking Signal Strength	Sales velocity, keywords, pricing, reviews	Backlinks, content quality, page speed
Search Intent	Buyer intent (transactional)	Mixed intent (informational, navigational)
SEO Optimization Focus	Listings, images, backend keywords	Content structure, meta tags, site authority

As you can see, Amazon SEO optimization is laser-focused on sales, while traditional SEO is broader and content-heavy.

Top Factors A9 Uses to Rank Products

To optimize effectively, you need to know what A9 cares about. Here are the top-ranking factors:

Keyword Relevance – In title, bullet points, description, and backend search terms
Sales Velocity – More sales = more trust = higher rankings
Conversion Rate – If people buy after clicking, A9 boosts your visibility
Availability – Out-of-stock items are instantly penalized
Customer Reviews & Ratings – Social proof directly impacts both ranking and buyer trust
Image Quality – Clear, zoomable images = higher engagement
Fulfillment Method (FBA preferred) – Fulfillment by Amazon gets a ranking boost

Stat to note:

Listings with 5+ high-resolution images see up to 45% more conversions than those with fewer visuals.

Why A9 Isn’t Static: It’s Always Learning

Powered by machine learning, A9 refines how it ranks product listings based on a wide range of dynamic inputs. It actively learns from shopper behavior, such as click patterns, bounce rates, and how users interact with listings. It also factors in real-time performance data, seasonal buying habits, and even results from Amazon’s own A/B testing experiments.

Because of this continuous evolution, what worked for your product listing last month may not perform the same today. The algorithm is always adapting, which means sellers must do the same. If you're not actively updating your strategy, you risk losing visibility and sales. That’s why partnering with an experienced Amazon SEO agency like Bridgeway Digital can make all the difference. keeping your listings aligned with A9’s ever-changing priorities and ensuring long-term success.

How to Optimize for the A9 Algorithm

Here’s how to play nice with A9 and increase your chances of climbing the rankings:

Use Relevant Keywords – In titles, bullet points, descriptions, and backend fields.
Write for Conversions – Use benefit-driven language to persuade buyers to click "Add to Cart."
Improve Your Images – Use lifestyle shots, infographics, and 360° product views.
Encourage Customer Reviews – Politely follow up post-purchase and encourage satisfied buyers to leave a review.
Use Amazon PPC Wisely – Sponsored ads drive traffic, and traffic boosts organic ranking.

Tip: Optimized listings can increase sales by up to 60% according to data from eComEngine.

How an Amazon SEO Agency Can Help You Win

While DIY optimization is possible, the learning curve is steep and the competition is fierce. That’s where an experienced Amazon SEO agency becomes your secret weapon.

Agencies like Bridgeway Digital bring:

Keyword research tools and expertise
A/B testing strategies
Conversion-focused copywriting
Listing compliance with Amazon’s ever-changing policies
Insights from working across multiple seller accounts

Instead of guessing what works, you get a data-backed roadmap that drives results.

Why Choose Bridgeway Digital for Amazon SEO Services?

At Bridgeway Digital, we don’t believe in cookie-cutter strategies. Our Amazon SEO services are tailored to your niche, goals, and customer base. Whether you're a new seller or an established brand, we help you:

Optimize listings for maximum discoverability
Improve click-through and conversion rates
Scale sales with organic and paid strategiesMonitor algorithm changes and adjust tactics accordingly

We’re not just an Amazon SEO service; we’re your growth partner.