If you’re selling on Amazon, understanding how its search engine works is critical to getting your products seen and sold. So, how does Amazon search engine work, and how can you use it to your advantage?
Let’s break down how Amazon’s A9 algorithm functions and how you can optimize your listings to rank higher and sell more.
???? What Is the Amazon Search Engine (A9)?
Amazon’s search engine, commonly known as the A9 algorithm, is designed to match shoppers' queries with the most relevant product listings. Unlike Google, which focuses on delivering information, Amazon’s search engine prioritizes sales performance and relevance because Amazon's goal is to convert every search into a sale.
⚙️ How Does Amazon Search Engine Work?
Here’s a breakdown of how Amazon’s search engine works:
1. Search Query Matching
When a shopper enters a search term (like "wireless earbuds"), Amazon scans its entire product catalog to find listings that contain matching or relevant Amazon SEO keywords.
Tips to rank here:
Include high-traffic keywords in titles, bullets, and backend fields
Use both broad and long-tail keyword variations
2. Relevance Filtering
Amazon filters out irrelevant products that don't align with the user’s intent. It prioritizes listings that match the search query with accurate product details.
What helps here:
Optimized product titles
Clear product descriptions and specifications
Keyword-rich backend search terms
3. Performance-Based Ranking
Amazon rewards listings that convert better. It uses data like:
Click-through rate (CTR)
Conversion rate (CVR)
Sales history
Review count and star rating
Order defect rate
If your product sells more and gets better reviews, Amazon pushes it higher in results.
4. Customer Satisfaction & Retention
Amazon wants happy customers. If your product leads to complaints, returns, or bad reviews, your rankings may drop. Excellent seller performance metrics are essential.
???? Key Factors That Influence Amazon Search Rankings
Here are the top-ranking factors Amazon uses:
| Ranking Factor | Description |
|---|---|
| Title Optimization | Include top keywords and make it click-worthy |
| Bullet Points | Highlight features and benefits with keywords |
| Product Description | Rich detail that informs and converts |
| Product Images | High-quality, zoomable, lifestyle images |
| Price | Competitive pricing influences both conversion and ranking |
| Customer Reviews | Higher ratings = better ranking potential |
| Fulfillment Method | FBA products often get a boost due to fast delivery |
| Sales Velocity | The faster a product sells, the better it ranks |
???? How to Optimize for the Amazon Search Engine
Now that you know how Amazon search engine works, here’s how to optimize your product listings:
Keyword Research: Use tools like Helium 10 or Amazon's auto-suggest to find keywords your buyers are using.
Front-End Optimization: Place important keywords in your title, bullets, and description.
Back-End Keywords: Fill out all backend fields with synonyms, spelling variations, and hidden keywords.
Improve CTR: Use attractive titles and professional images.
Boost Conversions: Highlight unique features and offer competitive prices.
Get More Reviews: Provide a great customer experience and ask for feedback.
???? Amazon A9 vs A10 – What’s the Difference?
Although sellers still refer to Amazon’s search engine as A9, Amazon has upgraded its algorithm (often called A10). The new version gives more weight to organic performance rather than just sponsored ads. It focuses more on:
Organic sales
Listing relevance
Customer engagement
External traffic (from social or Google)
✅ Conclusion: How Does Amazon Search Engine Work?
Amazon’s search engine is designed to connect customers with products that sell well and match their intent. If you want to rank higher and sell more, focus on creating keyword-rich, informative listings and delivering an excellent customer experience.
Remember: the better your listing performs, the better it ranks — and the more sales you’ll generate.