What Marketers Should Know About the Amazon Search Engine Ranking Algorithm

According to eMarketer, nearly 50 percent of U.S. online transactions take place on Amazon. As the e-commerce giants continue to grow, it’s a big opportunity for brand manufacturers and sellers to jump aboard if not yet done so. In the latest Marketing ThinkTank webinar hosted by Search Engine Journal, Pat Petriello, Head of Marketplace Strategy at CPC Strategy, unravels the success of Amazon’s A9 search engine ranking algorithm and shares the difference between Google SEO and Amazon SEO.

Amazon’s Search Engine Ranking Algorithm: What Marketers Need to Know

Here’s what we found out.

First, what is Amazon’s A9 algorithm? A bit like Google, A9 is Amazon’s organic product ranking algorithm that brings in direct and indirect factors used to best match users’ search queries to products they are likely to purchase.

According to Amazon’s own data:

  • 70 percent of Amazon customers never click past the first page of search results.
  • 35 percent of Amazon shoppers click on the first product featured on a search page.
  • The first three items displayed in search results account for 64 percent of clicks.
  • 81 percent of clicks are on brands on the first page of search results.

Understanding how the A9 algorithm works can significantly improve your search results on the Amazon search results and drive more sales for your business.

Differences between Google & Amazon’s search engine algorithm


Search Intent. There’s a higher purchase intent for customers who are going to Amazon’s website. Most of them will use the platform to browse and buy an item. Therefore, Amazon SEO relies more on sales conversions.

Metrics. Amazon defines their relevancy based on what the user had purchased after searching for a specific product. Thus, weight is given to buying behavior i.e., conversions and sales velocity.


Search Intent. Having high-quality content that best answers users search queries are indexed which drives a broader data to analyze with.

Metrics. Unlike Amazon, Google bases their metrics on clicks and relevancy to search queries. Therefore, Google focuses more on engagement behavior, i.e., clicks, bounce rate, and time spent on site.

What Google & Amazon share


One of the fundamental SEO strategies that should be included on both platforms is writing premium content. We already know why it is important to write high-quality content for Google but how does it share the same purpose for Amazon? Well, there are more than just advertising product reviews and discounts, writing premium content helps people find your products in the search results. Just like any marketing initiative, the goal is to maximize your page to drive more conversions!

What did we learn?

What we learned is both share different end-goals. However, relevancy remains the same by optimizing the write unique keywords, content, and high-quality images can make a massive impact on businesses who are looking to reach a wider audience through different platforms.

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