Amazon SEO – A9 Algorithm & SEO Basics

Today’s post is a guest post by Moritz Bauer.    Moritz’s  blog –  Smartminded

This is one of the best pieces I have read on the topic of Amazon SEO.  As you will see as you read this –it all comes down to choosing the best keywords and keyword phrases that people use when searching for products.



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Organic search traffic is essential for every Amazon seller out there.

That’s why it’s essential to understand how the Amazon search algorithm works.

You can only optimize your rankings, if you know the underlying mechanism of the search algorithm.

Of course, you can’t control all factors that influence your rankings, but what you can do is to optimize your Listing to improve your rankings.

Later in this article, we will discuss which factors you can and cannot control.


This year Amazon has launched the new A9 algorithm. First, let’s have a look at the underlying mechanism.

Amazon A9 Search Algorithm

First of all:

Amazon aims to make the most possible profit.

In general, a company makes more profit when it’s turnover increases.

And it’s well known that the turnover results from the amount of products multiplied with the product price.

We have to keep in mind that Amazon perhaps will show the best selling products on the top.


But, how does A9 algorithm actually work?

To increase the purchase probability, search queries of customers have to match the Amazon search results as closely as possible.

Therefore, the A9 algorithm analyses the Listing of an Amazon product and filters out all relevant words that match the user’s search query.

The title of a listing is weighted more than the description. Bullet points are also one of the most essential On-Page factors.

After choosing the right products, the algorithm decides how high these products can rank based on some criteria:

  • Number of earlier purchases
  • Number of Reviews
  • Customer Preferences
  • Product Price
  • Stock Supply

But, all in all, Amazon wants to make the most possible profit.

For example, if a customer searches for “pink drinking bottle” the Amazon algorithm will show the best selling pink drinking bottle compared to all the other pink drinking bottles.

Of course, the algorithm will not show an unspecified drinking bottle that sells best.

Because then, relevance decreases, and the purchase probability falls.

Well, that’s the basic function of the Amazon algorithm. Now let’s talk about how to optimize your Amazon Listing.

How to do Amazon SEO

Product Title

The most important factor when it comes to Amazon On-Page SEO is your product title.

Ensure that your title includes all the relevant information.

Amazon recommends to add the product name, brand, material, quantity & color into the product title.

Note that the product title can only include 100 characters. Never overstuff your title with unnecessary information.

Include the main keywords, but also describe the product and its specifications clearly and let it sound as natural as possible.

Product Images

Some studies have shown that customers first look at the image of a Listing.

If the customer doesn’t like the image of the product, he will usually directly go back to the search results page and won’t even look at the rest of your Listing.

In most cases, the image is the main reason for a high bounce rate.

The first thing you should pay attention to is to use the full amount of possible images.

You can not only show more details of your product, but using the total amount of pictures tells customers that you are a serious seller.

Of course, your pictures should be of very high quality. It’s worth investing in a professional photographer right from the start.

Also make sure that you not only provide images of your products, but also pictures of the experiences (or outcomes?) you can have with your product.

This is definitely a profit trick you should use.

Bullet Points

You should note that customers read Bullet Points much more often than the product description.

This is logical because people prefer to read a clearly structured list rather than a continuous text.

So what is essential when we take a look at the bullet points?

As mentioned at the beginning of this article, Amazon will always show products at the top that have the highest sales potential.

So what?

You can use bullet points to convince your customers to buy the product.

Of course, you should also place the relevant keywords in the bullet points, because these will be more important than the keywords in the product description.

But overall, you should remember to make the most important product information available to the customer in a short and concise form.

For example:

  • What particular specifications does the product have?
  • What can you do with the product?

But don’t fill your bullet points with unnecessary information. Otherwise, the bounce rate will definitely increase, and you’ll lose your rankings.

Convince the customer of your product! Find out what he wants to do with your product and write it in your bullet points.

Ask yourself what the customer might ask themself when buying your product and write the answer in the bullet points.

You can definitely get a lot out of this. Be accurate and research thoroughly.

PS: Here you can learn more about Amazon Listing Optimization. (

Product Description

Like the bullet points, the product description serves to inspire the customer to purchase the product.

If the customer is not convinced by your bullet points or has not found the answer to his questions, he will take a look into your product description.

Therefore, it is essential to highlight the positive characteristics of the product.

Here you can go a little deeper into the matter and answer further possible questions and details.

As well as emotional and positive sales arguments, you should also set the right keywords.

Backend Search Keywords

The backend keywords are hidden to the buyer, but are indexed by the Amazon A9 algorithm.

Therefore, they can have a positive impact on the visibility of a product.

In the backend, you should include relevant keywords or search terms that do not match your description or title.

Of course, it is also possible to store misspellings of search terms or related keywords.

You can also deposit translations of specific keywords, as there is a very multilingual society in many countries.


Reviews are essential when it comes to Amazon SEO. Of course, customers will buy a product with many reviews more often than a product that has almost no reviews at all.

So many reviews influence click rates and conversions.

But that’s not all. At the same time, many positive reviews directly affect your Amazon search rankings.

That’s why you should make sure to collect many positive reviews.

How you do that doesn’t really matter.

For example, you can write your customers an email after every purchase and ask them for feedback.

But you can also sell your product to your friends and ask them to rate it.

The ratings are particularly important, and you should not lose sight of them if you want to improve your ranking sustainably.

About the Author

Moritz Bauer studied industrial engineering at the University of applied sciences in Constance and is a passionate writer about topics around Amazon FBA, E-commerce and Online Marketing.

Here is his blog Smartminded (







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