What is the A10 algorithm and how can you effectively use it?

The knowledge of how the Google algorithm works is widely known, as this most popular search engine in the world provides information about its mechanisms and the changes made. However, what do we know about the data that Amazon uses when indexing and ranking products? Not much, but there are methods to optimise sales on this platform. Discover a few basic tricks that you can use by understanding how A10 works.

Does A10 differ from Google’s algorithm?

A10, previously known as A9, is Amazon's search engine algorithm. It is responsible for properly sorting results and displaying them in subsequent positions on the page. The Google mechanism works on a similar principle, but in this case, it places more emphasis on whether a site contains valuable texts (e.g., informational articles, industry reports, etc.) than on the attractiveness of the sales offer. Meanwhile, the shopping platform aims to display products that best match the search terms entered and are most highly rated by customers. There are many similarities and differences, including:

The American e-commerce giant effectively protects the secrets of its algorithm

Unlike Google, which values regular content updates, A10 takes account of account history - the longer you sell on the platform and the more positive reviews you have, the better you will be rated

Both giants value sellers who use their promotions (Google Ads and Amazon Ads) highly. However, organic searches are given priority, so it is worthwhile to shape your offers to appear among those results first

The positioning of a product is also influenced by traffic to the listing page via clicks on ads or sponsored links, as well as traffic from partner sites.

In the case of the A10 algorithm, customer satisfaction is the most important factor, because if the customer is happy, there is a high probability that they will also look for additional products on the Amazon platform, make purchases here, and recommend the site to their friends.

Start with the listing - show how good your product is

Check what you need to do to effectively compete on the Amazon platform! When a customer enters your listing, they should quickly recognise that they have found exactly what they were looking for - a unique product, just as they wanted (even if they originally intended to spend money on something completely different). What can you do to achieve this effect? Explore 3 basic stages of effective optimisation:

Above all, you must ensure accurate descriptions of the goods offered that are in line with the facts. Provide all important features (colour, size, etc.) so that buyers immediately know what you are offering and do not have to search for additional information, for example, from your competitors

Avoid copying these descriptions from manufacturers or online stores. Make sure the text is authentic and original. Good content will positively impact your product’s position in search results, as most algorithms reward unique content. This way, you will stand out from the competition

Add high-quality images and infographics so that the customer can fully understand the offer before purchasing, e.g., looking inside a bag, checking the number of additional pockets, or seeing what a weekly page looks like in the calendar, or what the product is used for.

If you want to learn more, check out our guide or order a ready-made, professionally created listing.

Set an optimal price based on market analysis

The sales platform owned by the American giant uses an algorithm that also takes the product price into account. It should not be too high compared to the competition, but also not too low, which may indicate poor quality. What can you do to make the right decision? Check how to easily establish its proper level:

First, it is worth thoroughly analysing the listings of different sellers and comparing them with offers in the same category, e.g., from Allegro (for the Polish marketplace) or Alibaba.

Next, you should check what the competition looks like and how much a given or similar product costs on Amazon. Experts can help with this and provide you with a detailed report on the matter.

The next step is to analyse costs that directly affect the price, i.e., fees and commissions charged by Amazon (referral fee), FBA storage costs (if you are using this model), return shipping costs, etc.

Now you can set a sales price, taking margin, other offers, and promotional expenses into account.

From the very beginning, invest in advertising and promotional activities to increase visibility and reach new customers. The algorithm does not like price increases, so set the price at a fairly high level. Later on, you can lower it by offering temporary discounts.

Convince the customer that you have a unique product

When preparing the description, focus on the uniqueness of the product, even if there are many identical or similar offers. Show that it is significantly better than the others sold on the site. However, refrain from comparing yourself to specific sellers, mentioning their names, or quoting rankings. To achieve a sale price at a satisfactory level, you must assure the buyer that by choosing a given offer, they are making the best choice! Then they will be more likely to forego a cheaper product and make a purchase from you. Add a freebie or attractive packaging that can turn, for example, a box of matches into a shiny, trendy gadget!

Read reviews and use them to optimise your offer

In the case of reviews, the rule is simple - the more positive opinions there are about a product, the better Amazon will rate it. Gaining favourable comments is a straightforward path to a better position in search results. Why? Offers that receive several (4-5) stars are also more frequently chosen by customers, as they are considered already verified by others (the so-called social proof of validity). However, the platform maintains a strict policy regarding such reviews. Here are a few simple rules to follow that will help you sell effectively:

Avoid directly encouraging buyers to leave reviews. This will likely have the opposite effect from what you intended. The platform strictly prohibits such practices.

Refrain from obtaining false reviews. If suddenly a large number of positive ratings appears under your listings, the platform will quickly realise they come from a dubious source.

Describe the product in a way that encourages communication with customers and invites them to publicly review the received goods. Build relationships by highlighting the uniqueness and distinctiveness of the offer that perfectly meets their needs. This is easier with certain products; for others, apply creative thinking.

Invest in customer service and sales on Amazon! The entire system must function smoothly to ensure that shipments arrive on time, invoices are issued promptly, and your account has a high quality rating. Decide on marketing campaigns and continuously monitor their effectiveness.

Check reviews and respond quickly if any problems regarding the product are reported! Sometimes situations may arise that are beyond your control, such as a delay in delivery or damage to the package by the shipping company. Try to explain such incidents and make sure the customer ultimately is satisfied with their purchase.

Minimise returns, as they affect your rank!

If in doubt, seek the help of professionals in Amazon sales!

Do everything to increase sales

Is it surprising that the more you sell, the better Amazon rates your product? If numerous customers are taking advantage of the offer, it indicates that it is worth attention and needs to be promoted. Furthermore, it generates income for the platform, which is why the American giant is more willing to support effective sellers in getting their listings to appear higher in search results. This is a win-win situation, as the portal makes a profit, and you can increase your turnover. Remember that by being visible on the first page, you will achieve success. Only a few customers will think about viewing more products. Choose keywords that will generate traffic to your listing - the most important words and phrases describing the offer. If many internet users view the page and leave without completing a transaction, it means you are positioning your products on the wrong keywords or presenting them unappealingly. Ensure that the majority decide to purchase. Invest in advertising (Amazon Ads) and promotions (temporary price reductions, discount coupons, freebies).

So, what influences success in sales on Amazon?

Every success requires hard work, therefore, to increase sales on this American e-commerce portal, you must first prepare the products well and organise internal processes in your company. These initial efforts are crucial as they directly influence whether your offer will attract interest and rise in rank, eventually landing on the first page of search results. Omitting any of the previously described stages or seeking savings (e.g., by foregoing the services of a professional photographer preparing product shots) will negatively affect the position and rating of your products for a long time. Remember that you will significantly increase sales if you add attractive packaging, an interesting description, and high-quality images. Stand out among thousands of other companies by maintaining high graphic and linguistic standards for each offer, as well as customer service. If you prefer to focus on other areas of your business, delegate these tasks to experts who will take care of your account and customers.

At Go2Market, we gladly share knowledge. If you have something to add or want to share something, let us know in the comments below.

Happy indexing

Go2Market Crew

Amata Borys - Chudek