How The Amazon Algorithm Drives Brand Loyalty: An In-Depth Guide

Amazon’s algorithm plays a crucial role in driving brand loyalty for sellers by optimizing the user experience. When customers search for products on the Amazon search engine, the platform does not simply present random items. Instead, it meticulously selects and showcases products that align with that particular search query. This meticulous curation instills a strong sense of trust and confidence in shoppers. As this pattern repeats over time, customers are more likely to develop a lasting loyalty to the brands they encounter.

But Amazon’s commitment to promoting brand loyalty doesn’t end at product searches. As customers explore individual product pages or browse through categories, the platform intelligently selects and displays complementary products from the same brand. This strategy is dual-faceted. On one hand, it enriches the customer’s shopping journey by suggesting additional items that might capture their interest. On the other hand, it offers brands invaluable additional exposure, fostering a deeper connection between the brand and its customers.

A9 Algorithm vs A10 Algorithm: What’s the Difference?

Amazon’s ranking algorithm suggests products to customers based on specific criteria that sellers meet. These criteria are based on the two most talked-about algorithms that Amazon developed: A9 and A10.

Let’s break down the key differences between these two Amazon algorithms and what they mean for sellers:

A9 Algorithm: The Beginning of Personalization

The A9 algorithm initially emphasized the following aspects:

• Search Relevance: A9 primarily focused on keyword relevancy. This meant that sellers who incorporated relevant keywords into their product title, description, and backend search terms had a higher likelihood of ranking well in Amazon’s search results.
  
  
  
• Sales History: A9 also prioritized sales history. Products that demonstrated steady sales performance were more likely to achieve higher rankings.
  
  
  
• Price: Lastly, competitive pricing played a significant role. Offering products at a competitive price point could enhance visibility within search results.
  
  

Amazon A10: A Shift in Approach

In 2020, A10 was launched as an updated version of A9, bringing a change in focus by emphasizing the following elements:

• Diverse Traffic Sources: Unlike A9’s focus on organic sales and keyword relevance, A10 values varied traffic sources. This includes traffic from external sources such as social media or blogs, as well as internal Amazon sources.
  
  
  
• Click-Through Rate and Conversion Rate: In addition to sales, A10 places importance on the click-through rate and conversion rate. It evaluates how many users click on a product after viewing it and how many of those clicks translate into actual sales.
  
  
  
• Enhanced Brand Content: A10 also values the overall quality of product listings. Using high-quality images, videos, and other enhanced brand content gives products a boost.
  
  
  
• Customer Satisfaction: Lastly, A10 places a lot of emphasis on customer satisfaction. This includes reviews, ratings, and return rates. The better the feedback, the higher the product will rank.
  
  
  

Note: It’s crucial for sellers to recognize that A10’s new priorities don’t sideline A9’s principles; instead, they build upon them. To thrive, sellers must embrace a holistic approach. While competitive pricing and keyword optimization remain essential, maintaining consistent sales, delivering quality content, ensuring customer satisfaction, and establishing overall seller authority are vital for long-term success.

Building Brand Loyalty Based on Amazon’s Algorithms