A9 — Amazon Search Engine


People come to Amazon with the purchasing intent. Just look at those who search for something in Google and at people who search for a product on Amazon the difference is obvious. While 9 of 10 searchers in Google won’t buy anything, almost every shopper is ready to make a purchase on Amazon. That is why is it important to optimize your listings to make them more visible for A9 algorithm.

Here are some other facts that prove this importance:

  • 70% of shoppers on Amazon buy products from the first search page.
  • 35% of shoppers click on featured products.
  • Top 3 products in Amazon search results take 64% of clicks.

You see, it is essential that sellers understand A9 search algorithm to be successful on Amazon.


What Is Amazon A9 Search Algorithm?

A9 is Amazon’s search engine. They even have a separate A9 division that constantly develops the algorithm.

The name ‘A9’ comes from the word ‘Algorithms’, as there are nine letters after ‘A’.
No one knows what point this A9 algorithm takes into account when sorting listings on search pages, but sellers can make assumptions based on what they see. Let’s look at the more detailed pattern of how search algorithms work and define whether sellers can affect their chances of getting to search results.


Amazon A9 and Google Search

So, if you remember how Google acted earlier, you can notice similar things with the A9 search algorithm. They base search results on popularity and relevancy metrics. Google doesn’t do that anymore (since 2010 or something like that), but Amazon does. Actually, product based search differs from the usual one in Google. Popularity and relevance are key, and this is correct for eCommerce marketplaces.

The main principles of these two search algorithms vary.

Still, we can rely on Google search results while performing research - it reveals trends among people who buy things on the Internet. Why not?


What Factors Influence Rankings on Amazon?

Here is the most interesting part for sellers. Let’s shed the light on what exactly influences products’ rankings in Amazon search results.

1. Direct factors

These are factors that tell algorithm about product’s relevancy, as well as about pricing or stock.

  • Text match relevancy. The algorithm scans all the text from the title to detailed description and bullet points.
  • Available stock. Amazon ranks higher those products that are in stock at the moment. Once you’ve run out of stock, your positions will fall.
  • Price. It should be not too high compared to competitors’ prices and not too cheap, as this may be a sign of poor quality.


Here are some tips on how you can affect these direct factors and make your products more attractive for the A9 search algorithm.

  • Create a good title for your products. This is great for both search algorithm and shoppers. Include more relevant keywords to make everyone understand what your product is and whether it is relevant to their interests. According to Amazon, sellers should include the following elements to product titles: brand, material, color, product type, product line, packaging quantity, and other details.
  • Research keywords. This part is crucial for those who want to get tangible results from doing business on Amazon. We have already discussed this topic. Check this article out if you want to know how to correctly research keywords and phrases. There are several ways of doing that. What’s more, you can see what titles and copy your competitors write, 3 or 4 competitors would be enough for a good research work.
  • Do hashtag research. We mean placing # before your keyword in the search bar. This action will bring a whole bunch of combinations. Here is how it looks:

    You can also try searching for a keyword without #, the results will be different:

We have finished with direct ranking factors on Amazon that are clear to anyone. Let’s proceed with not so obvious things that are going to be helpful to every seller.


Indirect Ranking Factors on Amazon

Though Amazon A9 algorithm is more understandable than Google search, it is still not very straightforward. Amazon takes into consideration plenty of indirect factors such as your own sales velocity and relative sales velocity (how many products you sell compared to competitors).


Sales Velocity: Should It Be High?

Amazon pushes up products that are sold well. This factor is clear, though it is not obvious. This point has a snowball effect for sellers: you have higher conversions, Amazon puts your product higher in search results, you get even more sales!


How Reviews Affect A9 Algorithm?

Reviews have a huge impact on the whole Amazon life. They are used for social proof and weigh much for both real shoppers and search algorithms. They tell everyone that a product is really popular and its quality is high (or on the contrary, prove its poor quality).

Having customer experience on the top of Amazon’s interests, the company suggests only the best options to shoppers.

So, how to increase the Amazon sales rank, sales velocity, and the number of reviews? How to use indirect factors to get higher in search results?


Sure, there are certain tips, check them out:


1. Add more contextual data

You can include more additional information about your products to increase sales. For example, you can imagine some questions that you could ask about your products and answer them in the description

  • Can your product be used together with other products?
  • Does it fit in a pocket or a bag?
  • Are there some features your competitors haven’t specified yet?

Try to enter your product title to the search bar, more relevant words and phrases will appear under yours, check whether you can use them.


2. Use only high-quality pictures


Enabling the zoom function is great for both A9 and shoppers. According to Amazon, pictures should be of 1000 pixels or more.

Some sellers even recommend using photos of product with people. They say this works much better, as such images appeal to human psychology, shoppers imagine themselves there.



3. Describe products with bullet points

They are better indexed by Amazon A9 algorithm. What’s more, bullet points allow shoppers to perceive information easier. People will be able to scan descriptions and make decisions quickly.


4. Use Enhanced Brand Content

A+ content and Enhanced Brand Content help sellers leverage their content. With these tools, brands can modify descriptions fields, experiment with design, and bring more emotions to their stories. Here is an example:


5. Tell Your Story with More Words

Don’t be limited just to a brief description, tell something interesting about your product. If you have run out of new ideas, visit your competitors’ product pages and their review sections. Find out what people like and use it while creating your own product descriptions.
The more keywords you use in your story, the more chances Amazon A9 algorithm has for finding your products.


All in all, you see that A9 is a smart algorithm, still, you can deal with it and optimize your listings for A9 to notice them. Use our tips for getting to the top of search results. And don’t forget to visit our article about keyword research.

By the way, Seller Nexus has a keyword tracking tool, so you can monitor the performance of your best keywords. Try it!