Articles
How the Amazon A10 Algorithm Works
Jake Griffiths
Marketplaces Manager
23/2/2026
Success on Amazon today depends on far more than ads and short-term tactics. With greater emphasis on trust, authentic engagement and long-term brand value, visibility now hinges on how well you align your strategy with the priorities of the A10 algorithm. As competition continues to grow, focusing on the factors that influence rankings, conversions and sustained performance is essential for building profitable, long-term success, which we explore in more detail below.
If you’re selling on Amazon, understanding the Amazon A10 algorithm isn’t optional – it’s essential. This updated search algorithm determines which products appear at the top of search results, directly affecting visibility, clicks, and sales.
The shift from the A9 algorithm to A10 has changed the game. While A9 focused heavily on sales velocity and paid ads, A10 takes a more holistic approach, prioritising customer experience, seller authority, and genuine engagement. Let’s break down what this means and how sellers can adapt in 2026.
Key Ranking Factors in the A10 Algorithm
Understanding what A10 prioritises helps you focus your optimisation efforts where they'll make the biggest impact:
Seller Authority
Amazon wants to promote sellers it can trust. This means maintaining high seller ratings, keeping your Order Defect Rate (ODR) low, shipping on time, and handling returns efficiently. Using Fulfilment by Amazon (FBA) can boost your authority since it guarantees Prime eligibility and reliable delivery.
Product Relevance and Keywords
Whilst keyword stuffing is out, strategic keyword placement is still crucial. Your product title, bullet points, description, and backend search terms should all include relevant, natural keywords that match what customers are actually searching for.
Reviews and Ratings
Customer reviews remain a cornerstone of Amazon's ranking system. Products with more positive reviews and higher star ratings signal trustworthiness and quality. Focus on providing excellent customer service and follow up with buyers to encourage genuine reviews.
Sales History and Conversion Rate
Consistent sales performance over time tells Amazon your product is in demand. But it's not just about volume, your conversion rate matters too. If shoppers click on your listing but don't buy, it signals a problem that will hurt your rankings.
External Traffic
This is where A10 really differs from its predecessor. Driving traffic to your Amazon listings from external sources like Instagram, TikTok, blog posts, YouTube, or influencer partnerships sends a strong signal that your product is popular and in demand.
How to Optimise for A10 in 2025
Success with A10 requires a shift in strategy. Here's where to focus your efforts:
- Build your brand presence beyond Amazon
Use social media, content marketing, and influencer partnerships to drive external traffic to your listings. The more diverse your traffic sources, the better. - Invest in listing quality
High-quality product images, compelling copy, and clear value propositions improve your CTR and conversion rate. Make sure your listings are optimised for mobile shoppers too. - Focus on customer satisfaction
Respond promptly to queries, handle returns professionally, and go above and beyond to earn positive reviews. Your seller authority depends on it.
- Think long-term, not quick wins
A10 rewards consistency and authentic customer relationships over flash sales and heavy discounting. Build a sustainable business that delivers genuine value.
- Use data to refine your approach
Monitor your CTR, conversion rates, and traffic sources regularly. Identify what's working and double down on those strategies.
What This Means for Your Amazon Strategy
The Amazon A10 algorithm represents a shift towards rewarding sellers who prioritise customer experience, brand authenticity, and high-performance standards. Paid ads alone won’t drive long-term success.
Sellers who build trust, drive engagement, and deliver genuine value will rank higher, attract more customers, and create sustainable profits. Align your strategy with A10, and you’ll thrive in 2026 and beyond.
