Amazon Product Ranking Algorithm: Top 7 Amazon A9 Ranking Factors

More than 1 million small and medium-sized businesses sell their products on Amazon. If you want your products to rank above the dozens of other businesses that are competing with you, you must understand Amazon’s ranking factors. When you understand factors that contribute to improving your ranking, you can optimize your listing and produce better results. On this page, we’ll discuss Amazon’s ranking algorithm and seven ranking factors that Amazon uses to determine your product’s ranking. If you need help optimizing your Amazon product listings, call us today at 888-601-5359 to speak with a strategist.

What is the Amazon A9 ranking algorithm?

Amazon’s ranking algorithm, known as A9, is what Amazon uses to display the best results for their customers. The algorithm looks at different products and chooses how to display them based on numerous factors, which we’ll dive into later.

You want your products to be optimized to appear at the top of the results. This is the best way for you to reach more valuable leads for your business.

It’s crucial that your business is on the first page of results because 70 percent of Amazon consumers never scroll past the first page of results. If you want to earn valuable leads for your business, you must optimize your listing for Amazon’s A9 algorithm.

Amazon vs. Google: What’s the difference?

If you optimize your website through search engine optimization (SEO) on Google, you are familiar with the necessary optimizations to help your website rank better in the search results. When you’re trying to optimize for Amazon, you may wonder if the process is the same.

It’s important to note that the strategies you use for Google will not work for Amazon because both of them focus on different aspects of searching.

Google focuses on matching search intent, while Amazon focuses on customer purchase intent.

When people search on Google, they are typically interested in finding information. Google’s algorithm focuses on delivering the best and most valuable information to searchers. When you optimize your page, you focus on aspects such as keyword selection and matching user intent.

With Amazon, the focus is on relevancy and popularity. Amazon’s main focus is earning conversions, so the algorithm focuses on putting products at the top of the search results that will get people to convert. This is why products that are relevant and have good reviews appear at the top of the results.

7 ranking factors that matter to Amazon A9


If you’re ready to start optimizing your product listings to perform better in Amazon’s search results, you must understand the factors that influence your listing’s performance. Here are seven ranking factors that contribute to your product’s ranking.

1. Relevancy to searched keywords

First and foremost, Amazon looks at keyword relevancy. The goal is to provide relevant products that match the keywords people search. Amazon only wants to include relevant search results that will get people to click and buy.

If you want your products to appear in the right search results, you must choose the right keywords. You can use tools like Sonar to find relevant, Amazon-specific keywords for your listing. Once you have your keywords, you’ll want to integrate them into your listing.

With Amazon, you only need to integrate keywords once for your page to rank for them. This means you must place your most important keywords in valuable places, such as the title and product description. It ensures that your products will rank for those keywords.

Integrating your keywords will help your products appear in more relevant listings.

2. Pricing

People are always looking for the best deals on products. If you want to rank well in the search results on Amazon, you must price your products correctly.

To get an idea on pricing, check out your competitor’s listings for your product keywords. You’ll want to look at how they price their products and compare it to the price you had in mind.

You don’t want to overprice your products compared to your competitors. Amazon users want the best deal and won’t take a second look at products that are more expensive than the competition. In fact, Amazon already knows this and assumes your conversion rate will be low (due to a higher price point) and rank your product lower.

If you want your products to get to the top of the rankings, you must choose the right price point. You can choose a similar price point to remain in competition, or you can drop your price slightly lower to entice people to buy.

It’s crucial that you set the right price for your products if you want to see success with your Amazon ranking.

3. Conversions

Conversions are a big contributing factor to your ranking. Amazon wants to rank products higher that earn conversions and leave customers satisfied. This ensures that people will convert, which is Amazon’s ultimate goal.

The best way to earn more conversions is by ensuring that your product is relevant to search queries. If your product is relevant, leads are more likely to click on it. Keeping your product at an appropriate target price helps, too.

4. Product listing completeness

One of the biggest mistakes that companies make is not completing their product listings. Many will just add tidbits of information and publish their product. If you want to help your product rank better in the search results, you must create a full and information product listing.

Providing your audience with valuable information will help your business earn more conversions. They will feel more informed about your product, which makes them feel more comfortable about purchasing that product.

It’s also a great opportunity for you to highlight the important features of your product. By doing this, you will show your audience why they should choose your product over the competition.

5. Stock supply

If you want to get to the top of the rankings and remain at the top, you must keep your products in stock. Amazon won’t rank products at the top if users can’t immediately buy them. It’s discouraging for a user to click on your listing and see they can’t get the product for 10 days because it’s out of stock.

This leads to people going to a different listing that has a similar product in stock. If your products are out of stock, you will hurt your ranking.

To prevent this from happening, keep close track of how many products you have in stock. If you’re earning many sales, be sure to get more products in ahead of time. This will prevent you from being out of stock.

6. Sales Rank

Amazon ranks every product’s performance compared to other similar competitor products. If you go into the product details and look at the Best Seller Rating, you will see a number for different categories. This is your sales rank.

Sales rank correlates directly to the number of conversions you earn. If you continually have people buying your products, your sales rank will get lower. It is best to have a lower sales rank than a higher one.

This is a contributing factor to your ranking. Amazon wants to rank products that people will buy. If you have a low sales rank, you may have trouble ranking higher in the search results and earning more conversions.

7. Reviews

Reviews are extremely important when it comes to ranking your page. Amazon wants to rank product pages highest that have good reviews.

People rely heavily on reviews. It’s like getting an opinion from a family member or friend. Your customers want to know others’ experience with your product to know if it is worth purchasing.

Generally, products that rank at the top of the search results have four stars or higher. These are products that, overall, please customers and leave them feeling satisfied with their purchases. Amazon ranks these products highest because they are more likely to result in someone converting.

When people purchase your products, encourage them to leave reviews on your Amazon page. It will help you garner more positive reviews and boost your ranking.

Get an instant breakdown of your Amazon sales margin with our free calculator.

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How does optimizing for these factors increase Amazon sales?

If you want to earn more Amazon sales, it’s crucial that you pay attention to these factors. Knowing the factors that affect Amazon’s ranking allows you to better optimize your product listings to perform better in the search results.

When you perform better in the search results, you earn more conversions. More conversions mean you’ll appear higher in the rankings. The higher you appear in the rankings, the more conversions you’ll earn, and the cycle repeats.

It’s crucial that you know these factors, so you can rank at the top of the product search results. Considering the first three products garner 64 percent of the business generated on Amazon product pages, you want to continue to optimize your page to reach valuable leads and earn conversions.

Bonus content: The cost of advertising on Amazon


WebFX will help you boost your Amazon rankings

When you can understand how Amazon ranks your products, you can better optimize your product listing to perform in the search results. If your products rank better in the search results, you’ll earn more conversions and continue to rank higher. At WebFX, we know how to help you optimize your Amazon product listing to produce better results with your campaign.

We’re a full-service digital marketing company that specializes in optimizing Amazon product listings. Our team of 500+ experts will bring their knowledge and expertise to your campaign. We’ll help you optimize your Amazon products to improve your ranking and earn more conversions.

If you’re looking for a company that drives results, look no further than WebFX. In the last five years, we’ve driven over $3 billion in revenue and over 7.8 million leads for our clients. We help our clients create campaigns that help them grow.

Don’t believe us? Just ask our clients! Check out our 1020+ client testimonials that attest to the great work we do!

Get started today

If you’re ready to start optimizing your product listings to earn more conversions, contact us online or call us today at 888-601-5359 to speak with a strategist.

We look forward to helping your business grow!