Home SEO The New Face of Amazon SEO During the Era of the A10 Algorithm

The New Face of Amazon SEO During the Era of the A10 Algorithm

Daniel Reeves - August 18, 2021

As Amazon grows, it will get more challenging to rank for your target without knowing about Amazon SEO. Amazon SEO stands for Search Engine Optimization. It is the process of making your storefronts and product listings irresistible for those who search on Amazon. 

But the face of Amazon SEO is altering a bit with the release of the A10 Algorithm.

How Does the Amazon A10 Algorithm Work

The Amazon A10 Algorithm is the latest update to Amazon’s search engine. Compared to the A9 Algorithm, it offers the following guarantees:

  • More relevant products for target keywords.
  • A focus on off-site performance.
  • A retained focus on product performance.

Product performance has always been a big deal. If you have a terrible offer, it won’t reflect well on your seller performance. 

But how does this apply to keywords? As eCommerce continues to grow, one can expect that more people will be shopping online. 

With more people comes more demands for individual needs. With this in mind, a big part of your Amazon SEO is finding the right set of keywords to explain your product in detail. 

These are known as long-tail keywords, which isn’t a new concept by any stretch of the imagination. However, finding the right combination of keywords is crucial in getting the right traffic. 

Seven Tips On How To Rank Higher in Amazon Search Results 

If you want to get Amazon traffic that results in reasonable conversion rates, you need to follow a series of steps. Below are some essential tips to keep in mind when improving your organic search rankings. 

Optimize Your Product Listings With Relevant Keywords and High-Quality Images

Product listing optimization is the process of improving your product descriptions, images, titles, and bullet points. Here’s a quick rundown of all of these areas:

  • Bullet points – These describe your product features and how they solve your customer’s problems.
  • Titles – These must contain your long-tail keywords and describe your product in concise detail.

Images – Images must be high quality. The first image on Amazon must always be the product by itself with a 100% white background.

Detailed descriptions – Descriptions are a gold mine for potential keywords and additional potential for you to address customer concerns.

It’s important to note that you only need one or two mentions of your product keyword. Anything outside of that, and you will be penalized by keyword stuffing. 

Improving Your Sales Rank

The Amazon Best Sellers Rank is your ultimate target as a seller. It updates hourly, reflecting the current and historical sales of all items sold on Amazon. 

As a seller, your goal is to get to the top of this rank in your category. Once you do that, it enables you to rank high in your most competitive target keywords. 

Improving sales rank is a combination of things that include offering quality products, having excellent customer service, and always being active in response to negative feedback. 

To do this, you’ll want to encourage people to follow you directly. With product inserts and becoming a Brand, you can create that loyalty and get people to recognize you on social media. 

Through social media, you are more likely to receive direct messages regarding customer concerns. That way, they don’t immediately jump to dropping a negative review. 

Participate in Competitive Pricing

If you look through product listings on Amazon, you’ll notice that the top sellers are usually within pennies of each other. That’s because Amazon almost always prefers providers who can give their customers the lowest price. 

Amazon, being all about the customer experience, prioritizes quality sellers first and price second. Given the number of quality sellers, you often need to adjust your price daily to remain competitive. 

Your goal is to get to the buy box, enabling shoppers to click the “add to cart” button instead of finding your seller profile in the “others” section. To do this, you need high quality and (likely) the lowest prices. 

Make Your Products Answer Your Customer’s Questions 

According to this guide, Amazon sellers find that private label items are the most profitable. This is important, as when you select your chosen products, you need to focus on how they benefit your consumer. 

For example, those who sell electric grills think, “I want to grill indoors without smoking up my house.” Your questions will need to be deeper, as your job as a seller is to choose and get behind a product that can solve complex customer problems. 

Through private label selling, your brand can take ownership as the answer to those customer questions.  

Get Positive Reviews

The quickest way that Amazon SEO increases conversion rates comes from word-of-mouth advertising. Reviews are an automatic form of WOM advertising that creates social proof of your product is compelling.

You will want to encourage people to leave behind reviews using product inserts. While Amazon prohibits you from asking for positive reviews, you can make a neutral ask through those inserts. 

Ultimately, avoiding negative feedback is challenging, but you can address those problems by creating an off-site presence. As stated earlier, customers are more likely to seek you out if they know where to find you on social media or a personal website. 

Increase Your Perfect Order Percentage (POP)

An ideal Perfect Order Percentage is 100%, but Amazon at least likes you to keep it above 95%. Perfect orders are those that arrive on time, aren’t broken, and don’t receive negative feedback. 

One way to increase your POP is to become an FBA Seller. FBA Sellers are rarely late on their logistics, as they ship their inventory to an Amazon Fulfillment Center.

You will also want to perform routine inspections on the quality of your stock. Look for trends in your customer reviews if you suspect something might have changed. 

Reduce Your Order Defect Rate (ODR)

The Amazon Order Defect Rate is another metric Amazon uses to determine your quality. This metric is specific to the previous 60 days, based on these areas:

  • Negative Feedback Rate – the amount of negative feedback you receive as a seller.
  • The A-to-Z Guarantee Claim Rate – The number of orders where a product fault is blamed on you as a seller.
  • The Credit Card Chargeback Rate – A count on the number of orders receiving a credit card chargeback over the total number of orders.

In all cases, this all relates to the number of people who ask for their money back. To avoid having to return the money, follow the same guidelines as increasing your POP. 


Working toward the buy box, increasing your sales rank, and optimizing your listings are essential aspects of Amazon SEO. It all takes practice, but it’s great to start with the basics. Always ensure your product is good, ready to sell, and gets there quickly. 

When finding the right keywords, think about the most concise way to describe your product. You can use Amazon PPC tools to determine how many people are searching for a keyword. This, combined with being a quality seller, will enable you to rank higher on Amazon SEO.