Staying Ahead of the Algorithm: A9 vs. A10 on Amazon
If you’re selling on Amazon in 2025, understanding the difference between the A9 and A10 algorithms isn’t optional—it’s essential. Amazon’s search and ranking algorithms determine how visible your products are to shoppers, which directly impacts your traffic, conversion rate, and ultimately, your revenue.
At Enso Brands, we help sellers stay ahead of the curve by optimizing for Amazon’s evolving algorithm through full-service account management, advertising, and listing optimization. Let’s break down the shift from A9 to A10—and what it means for your business.
📈 What Is the Amazon A9 Algorithm?
The Amazon A9 algorithm was the original search engine behind the Amazon marketplace. It prioritized:
– Sales velocity
– Keyword relevance
– Pricing
– Availability (in stock status)
– Product listing quality
– Fulfillment method (FBA was preferred)
In short, it rewarded listings that performed well commercially and checked the basic SEO boxes.
🚀 Enter the Amazon A10 Algorithm
Amazon’s newer A10 algorithm builds on A9 but adds more emphasis on buyer behavior and brand authority. It places greater weight on:
– Customer engagement and satisfaction
– Seller authority and consistency
– Off-Amazon traffic (e.g., social media, external ads)
– Relevant and organic content
– Product listing completeness
– Sales history across multiple ASINs
In other words, A10 is more holistic and brand-focused, encouraging sellers to offer real value and engage with their audiences on and off the platform.
🧠 Amazon A9 vs. A10 Algorithm: Side-by-Side
| Factor | A9 Focus | A10 Focus |
| Keyword Relevance | High | Still important |
| Sales Velocity | Critical | Still important |
| Pricing & Availability | High Impact | Still matters |
| Customer Engagement | Moderate | High Impact |
| External Traffic | Minimal Impact | Significant Boost |
| Brand Authority | Low Priority | Key Ranking Factor |
🔍 How This Impacts Your Amazon Ranking Strategy in 2025
If you’re still optimizing your listings like it’s 2019, you’re missing big opportunities. Here’s how to adjust your strategy for the A10 algorithm:
– Focus on customer experience
Great images, informative content, and fast response times influence engagement and conversion—two major A10 signals.
– Drive traffic from external sources
Use social media, influencer marketing, and email campaigns to push traffic to your Amazon listings.
– Build a strong seller reputation
Consistent sales, positive feedback, and good account health increase your visibility and authority.
– Create content-rich product listings
Optimize titles, bullet points, A+ content, and backend keywords to improve relevance and conversion.
– Analyze your data
Use Amazon Business Reports and performance metrics to identify what’s working—and double down.
🔧 How Enso Brands Helps Sellers Navigate Amazon Algorithm Changes
Our team stays ahead of Amazon algorithm updates so you don’t have to. With full-service Amazon account management, we handle:
– Keyword research and Amazon SEO
– Amazon PPC and advertising optimization
– Listing audits and content creation
– External traffic strategies
– Review management and customer engagement
– Sales performance tracking and A/B testing
We don’t guess what works—we rely on data, experience, and Amazon’s best practices to keep your listings competitive.
Final Thoughts: Winning on Amazon in the A10 Era
The A10 algorithm rewards holistic, customer-centric brands that drive quality traffic and consistently perform. At Enso Brands, we help you play to those strengths—combining creative strategy, data analytics, and hands-on execution.
If you’re ready to rank higher, convert better, and grow faster on Amazon in 2025, let’s talk.
