Understanding Amazon's Algorithm: Tips for Sellers

Success on Amazon isn’t just about having a great product, it’s about making sure customers can find it. Understanding how Amazon’s algorithm works is key to boosting visibility, driving clicks, and increasing sales. In this blog, we break down how the algorithm works and how to optimise your listings effectively.

What Is the Amazon Algorithm?

The Amazon algorithm determines which products appear in search results, aiming to connect shoppers with the items they’re most likely to buy. Unlike Google, which ranks based on authority and backlinks, Amazon ranks based on one thing: sales potential.

There are two main versions to understand:

• A9 Algorithm (Original):
  Focused on sales velocity and keyword relevance. Listings that generated more sales for specific keywords ranked higher.
  
  
• A10 Algorithm (Current):
  Introduces a broader set of signals, including customer engagement, seller authority, and external traffic sources.

Amazon’s algorithm looks at multiple factors to determine ranking, including:

1. Product Relevance – Are your keywords aligned with search intent?
2. Sales Performance – Do your products convert after being viewed?
3. Customer Behaviour – Are customers engaging with and reviewing your product?
4. Traffic Sources – Are you driving traffic from outside Amazon?

This shift from A9 to A10 means success is no longer just about stuffing keywords, it’s about creating a complete experience that converts. Sellers who understand this can optimise listings strategically and rank higher in competitive categories.

You also need to: Understanding Amazon South Africa's Compliance Rules

Key Ranking Factors in Amazon’s Algorithm

To succeed on Amazon, sellers must understand what the algorithm values most. Amazon ranks listings based on how likely they are to convert into sales. Here are the key ranking factors to focus on:

1. Product Title Relevance
   Clear, keyword-rich titles help Amazon match your listing to customer searches.
   
   
2. Backend Keywords
   Hidden keywords in Seller Central boost discoverability without cluttering your listing.
   
   
3. Sales Velocity
   The faster your product sells, the more Amazon will promote it organically.
   
   
4. Conversion Rate
   High-performing listings that turn views into purchases are ranked higher.
   
   
5. Customer Reviews & Ratings
   Products with positive, consistent reviews build trust and improve rankings.
   
   
6. Price Competitiveness
   Lower prices (relative to competitors) can boost Buy Box wins and visibility.
   
   
7. Inventory Health
   Running out of stock signals unreliability, which can drop your ranking.
   
   
8. Fulfilment Method
   FBA products are often prioritised due to Prime eligibility and faster delivery.
   
   
9. Click-Through Rate (CTR)
   Strong images, pricing, and titles that attract clicks improve your listing's position.

Mastering these factors ensures your product isn’t just seen, it’s chosen.

Also read: 6 Steps to Succeed on Amazon as a South African Business

How to Optimise for Amazon’s Algorithm

To rank higher and increase sales, sellers must align their listings with what Amazon’s algorithm rewards: relevance, performance, and customer experience. Here's how to optimise effectively:

1. Keyword Research & Placement
   Use tools like Helium 10 or Jungle Scout to find high-volume, relevant keywords. Include them naturally in your title, bullet points, description, and backend fields.
   
   
2. High-Quality Listings
   
   • Titles: Concise, keyword-rich, and easy to read.
   • Bullet Points: Highlight key features and benefits clearly.
   • Descriptions: Use persuasive language and formatting (HTML) to enhance readability.
   • Images: Use professional, high-resolution images, including lifestyle shots.
     
     
3. Competitive Pricing
   Stay price-competitive without sacrificing profit. Consider using dynamic repricing tools to adjust in real-time.
   
   
4. External Traffic
   Drive traffic from Meta Ads, Google Ads, and social media. Amazon rewards listings that bring in external buyers.
   
   
5. Conversion Boosters
   Offer fast shipping, Prime eligibility (via FBA), and strong customer service to increase trust and conversion rates.
   
   

Optimisation is not a one-time task, it’s an ongoing process driven by data, testing, and constant improvement. At fluid/sa crafts high-converting, keyword-optimised content that aligns with Amazon’s algorithm, driving visibility, clicks, and sales. Let us handle the strategy while you focus on scaling.

The Role of Fulfilment and Inventory Health

Amazon’s algorithm heavily favours sellers who offer a reliable, seamless customer experience, and that starts with fulfilment and inventory management.

1. Fulfilment Method Matters

Products fulfilled through Fulfilment by Amazon (FBA) are often prioritised in rankings due to faster delivery, Prime eligibility, and Amazon-handled customer service. FBA increases the chances of winning the Buy Box and boosts visibility across the platform.

2. Inventory Availability

Keeping your products in stock is critical. Stockouts not only lead to missed sales but can also negatively impact your organic rankings. Amazon views consistent availability as a sign of a dependable seller.

3. Inventory Turnover

Products that sit in warehouses too long may accrue storage fees or be penalised by the algorithm. Aim for healthy turnover by forecasting demand accurately and restocking on time.

4. Global Fulfilment Readiness

If you’re selling internationally, ensure your logistics strategy covers regional demand, customs compliance, and delivery speed. Using Amazon’s tools like Pan-European FBA can help streamline this process.

Strong fulfilment and inventory practices signal operational excellence, something Amazon values when deciding which products to rank higher. fluid/sa helps you optimise fulfilment, manage inventory, and scale globally with ease. Stay in stock, reduce overheads, and align with Amazon’s expectations, so your listings perform at their best.

Conclusion

Understanding Amazon’s algorithm is essential for long-term success on the platform. By focusing on relevance, fulfilment, and consistent optimisation, sellers can boost visibility, improve rankings, and increase conversions. Stay data-driven, adapt to changes, and continuously refine your strategy to stay ahead in Amazon’s competitive marketplace.

Boost your Amazon performance with fluid/sa. From listing optimisation to inventory strategy, fluid/sa helps you align with the algorithm and grow your sales. Contact us now and let’s take your store to the next level.