Amazon is more than just an e-commerce platform! It is a massive search engine where millions of shoppers look for products daily. Like Google, Amazon uses an algorithm to decide which products appear at the top of search results. Known as A9, it determines product rankings based on relevance, sales performance, and customer satisfaction.
For Amazon sellers, understanding A9 is critical for increasing visibility and sales. Unlike Google, where businesses focus on backlinks and content optimization, Amazon’s search engine prioritizes product performance metrics, such as conversion rates, click-through rates, and customer feedback.
As we move into 2025, Amazon’s A9 algorithm is evolving to incorporate machine learning and AI-driven personalization. As a seller, you must stay updated on these changes to ensure your products remain competitive in search rankings. You must keep your advertising game on Amazon up. Learn more about it in this blog post.
What is Amazon’s A9 Search Engine?
Amazon’s A9 search engine displays the most relevant products when a customer searches for something. The algorithm aims to ensure that users find what they are looking for quickly, leading to higher conversion rates and, ultimately, more sales for Amazon.
Amazon’s A9 algorithm evaluates sales-driven factors such as:
- Relevance: How well a product listing matches the customer’s search query.
- Performance Metrics: Products that generate more clicks, conversions, and sales tend to rank higher.
- Customer Experience Signals: Positive reviews, lower return rates, and seller credibility attract rankings.
Amazon constantly refines its search algorithm to improve user experience. In 2025, AI-driven personalization will play a bigger role than ever. A9 is now adapting search results based on user behavior, previous purchases, and browsing history. That makes it essential to optimize your product listings and advertising strategies.
Key Factors Influencing Amazon’s A9 Algorithm in 2025
To rank well on Amazon, sellers must understand the core elements that influence A9 rankings. While some factors have remained consistent, Amazon’s increasing focus on advertising, personalization, and user experience is shaping the algorithm in new ways.
1. Relevance (Keyword Optimization)
Amazon’s AI now favors well-written, natural descriptions that provide clear and useful product information. Amazon prioritizes product listings that are closely aligned with customer search terms. Keywords should be strategically placed as:
- Product titles
- Bullet points
- Descriptions
- Backend search terms
2. Performance Metrics (Sales & Click-Through Rates)
Amazon favors products that convert well and generate consistent sales, rewarding them with better rankings. This means that the more a product sells, the higher it ranks. Amazon tracks:
- Click-through rate (CTR): The number of customers who click on your product after seeing it in search results.
- Conversion rate: The number of those clicks turning into actual purchases.
- Sales velocity: The speed at which a product is selling over time.
3. Customer Experience Signals (Reviews & Return Rates)
A product with frequent negative reviews or a high return rate can drop in rankings, no matter how well it sells. Focusing on product quality and customer service is now essential for long-term success. Amazon prioritizes products with:
- High ratings (4+ stars)
- Positive reviews
- Low return rates
4. The Role of Amazon Advertising
In 2025, paid advertising will influence A9 rankings more than ever. While organic ranking remains crucial, sponsored listings give products a competitive edge by increasing visibility and driving more conversions. Higher sales from ads signal to Amazon that a product is in demand, leading to better organic rankings.
Changes and Trends in Amazon A9 for 2025
Amazon’s A9 algorithm is evolving to provide shoppers with the best search experience. In 2025, several new trends will shape how products rank in search results. Staying ahead of these updates will give you a competitive edge.
1. AI-Driven Personalization is Stronger Than Ever
Amazon is leveraging AI and machine learning to deliver even more personalized search results. In 2025, A9 will consider past shopping behavior, purchase history, and customer preferences to tailor results.
This means two customers searching for the same product may see different rankings based
on their past interactions with Amazon. To stay competitive, sellers must focus on personalized product listings, retargeting strategies, and high-converting Amazon Ads.
2. Amazon Advertising Is Playing a Bigger Role in Rankings
Organic rankings alone are no longer enough. Amazon prioritizes products with strong performance data, and paid advertising helps boost those numbers. Sponsored ads help increase:
- Product visibility in search results
- Click-through rates (CTR)
- Sales velocity
3. Voice Search and Mobile Optimization Are More Important
With the rise of Alexa voice search and mobile shopping, Amazon’s algorithm has started to favor listings optimized for natural language queries and mobile-friendly formatting. Sellers who optimize for voice search and mobile-friendly content will have a better chance of ranking higher in 2025. This means:
- Long-tail keywords and question-based phrases (e.g., “best wireless headphones under $50”) are gaining traction.
- Product descriptions must be concise and easy to read on mobile screens.
- Fast-loading, high-resolution images are becoming even more critical.
4. Amazon is Cracking Down on Manipulative Ranking Tactics
In 2025, Amazon’s algorithm will be smarter. It can detect unnatural patterns more easily. Sellers who try to game the system risk penalties, de-ranking, or account suspensions.
Besides, Amazon has become more strict with ranking manipulation tactics, such as:
- Fake reviews and incentivized ratings
- Excessive keyword stuffing
- Click farming and artificial sales boosts
5. Brand Registry and A+ Content Give Sellers an Edge
In 2025, Amazon is making it even easier for brand-registered sellers to rank higher by giving them more visibility in search results. It prioritizes branded content, giving registered brands access to:
- A+ Content (enhanced product descriptions with images, videos, and comparison charts).
- Amazon Stores (custom storefronts that showcase a brand’s entire product line).
The Role of Amazon Advertising in A9 Optimization
In 2025, advertising will play a much bigger role in search rankings. Here’s how sponsored ads directly influence A9 rankings and why sellers should invest in a strong ad strategy:
1. Sponsored Ads Boost Click-Through and Conversion Rates
Amazon rewards products that get more clicks and conversions. Sponsored Products, Sponsored Brands, and Sponsored Display ads increase product visibility. They can help decide the demand of the product, pushing it higher. The factors that need attention here are:
- Click-through rate (CTR) – More customers seeing and clicking on your listing.
- Sales velocity – A higher number of purchases in a shorter period.
2. Ads Help Compete in Saturated Markets
With millions of products competing for attention, relying solely on organic ranking is no longer enough. Strategic ad campaigns allow sellers to:
- Appear in top search results before competitors.
- Gain traction for new products faster.
- Dominate high-performing keywords without waiting months for organic ranking improvements.
3. Smart Ad Strategies Drive Long-Term Success
While ads provide an immediate boost, they also contribute to long-term organic growth by:
- Improving brand awareness (customers are more likely to recognize and trust your product).
- Generating more reviews (leading to strong credibility and good rankings).
- Building keyword relevance (when a product gets consistent traffic for a keyword, Amazon considers it more relevant).
4. Why Expert Advertising Management Matters
You need advertising specialists for Amazon to help optimize your campaigns, reduce costs, and increase profitability. A well-structured ad strategy doesn’t just drive traffic—it enhances overall A9 ranking performance. Managing Amazon Ads effectively requires experience in:
- Bidding strategies to avoid wasted ad spend.
- Targeting the right keywords for maximum ROI.
- Balancing organic and paid efforts for sustained success.
Conclusion
Amazon’s A9 search engine is constantly evolving, making it essential to stay updated on ranking factors and best practices. In 2025, successful sellers must combine optimized product listings with strategic advertising plans to maximize visibility and sales.
Focusing on keyword relevance, strong sales performance, positive customer feedback, and a well-structured ad strategy is important. It can help improve your rankings and help you stay competitive in Amazon’s marketplace.
However, exploring Amazon’s complex algorithm while managing advertising campaigns can be challenging. Fortunately, expert guidance can make a difference. Working with an experienced team can help sellers maximize their ROI and dominate search rankings. This includes everything from optimizing listings to refining ad strategies.
At Accrue, we specialize in Amazon advertising solutions tailored to help businesses achieve higher rankings, better conversions, and increased sales. If you want to take your Amazon store to the next level, our team is here to help.
Stay ahead of Amazon’s evolving A9 algorithm—optimize, advertise, and grow.