Introduction

Imagine this: You’ve launched a new product on Amazon—let’s say a premium organic coffee blend. You’ve done your research, crafted the perfect listing, and even invested in ads. But weeks go by, and your product is stuck on page 5, barely getting any clicks or sales. Meanwhile, your competitors dominate the top results, raking in thousands of reviews and steady profits.

What’s the secret? Why do some sellers effortlessly rank higher on Amazon while others struggle to get noticed?

The answer lies in Amazon’s A9 algorithm (often referred to as A10 in its evolved form)—the powerhouse behind product rankings. While pricing, keywords, and ads play a role, Amazon now prioritizes external traffic, seller authority, and customer satisfaction more than ever.

To succeed, you need a well-structured Amazon marketing plan that aligns with these algorithm updates and your Amazon goals and objectives. 

In this blog, we’ll break down

• How Amazon’s search algorithm works and what’s changed in 2024-25
• Amazon market analysis: Key ranking factors you need to focus on
• Proven Amazon marketing strategies to boost your visibility and sales
• How to rank higher on Amazon without just relying on paid ads

By the end, you’ll have a clear roadmap to get your product to the top of Amazon search results—just like the best-selling brands do. Let’s dive in! 

The Shift from Amazon A9 to A10: What’s Changed?

Many sellers who relied on traditional Amazon SEO strategies have noticed shifts in rankings. The reason? Amazon’s search algorithm has evolved.

Amazon’s A9 algorithm primarily focused on sales velocity and ad spend to rank products. However, the A10 algorithm has shifted its focus toward customer experience, seller authority, and external traffic sources.

A9 vs. A10 Algorithm: Key Differences

Factor	A9 Algorithm (Old Approach)	A10 Algorithm (Updated Approach)
Primary Focus	Sales-driven rankings	Relevance, authority & customer experience
External Traffic	Minimal impact	Strong ranking factor (Google, social media, influencers)
Seller Authority	Low impact	Higher influence (order defect rate, historical performance)
Organic Clicks	Less prioritized	More weight on organic CTR & engagement
Advertising Dependence	Heavy reliance on PPC	Organic traffic has more weight
Customer Satisfaction	Less impact	Crucial ranking factor (returns, reviews, seller response)

Key Ranking Factors Under Amazon A10 to incorporate in your Amazon Marketing Plan

1. Sales History & Conversion Rate
   • A10 focuses on conversion rates rather than just total sales.
   • Amazon evaluates how many visitors purchase the product after clicking.

Areas of Improvement:

• Use high-intent keywords to attract buyers ready to purchase.
• Optimize product images and descriptions for better conversion.
• Offer competitive pricing and promotions.

2. Customer Reviews & Ratings
   • Prioritize the latest and high-quality reviews over sheer volume.
   • Products with a strong positive review history rank higher. (Quality > Quantity)

Key Areas to Focus:

• Encourage genuine customer feedback through Amazon Vine and follow-up emails.
• Address negative reviews promptly to maintain credibility.
• Avoid review manipulation, as Amazon enforces strict penalties.

3. Listing Optimization & Keyword Relevance
   • Focus more on customer-centric, user-friendly, informative content rather than keyword stuffing.
   • Amazon evaluates the clarity and relevance of product titles, bullet points, and descriptions.

How to Improve:

• Use long-tail keywords naturally in titles and bullet points.
• Highlight product benefits alongside features.
• Optimize A+ content and images for both desktop and mobile shoppers.

4. External Traffic & Brand Authority
   • The A10 algorithm rewards products that drive external traffic from sources like Google, social media, and influencers.
   • Amazon values sellers who bring in off-platform customers.

How to Improve:

• Utilize Google Shopping Ads, Facebook Ads, and influencer partnerships.
• Create dedicated landing pages that drive traffic to Amazon listings.
• Embrace Amazon Brand Store feature to gain a competitive advantage
• Track external conversions using Amazon Attribution.

5. Fulfillment by Amazon (FBA) & Customer Service
   • Offer seamless shopping experiences.
   • Late shipments, high return rates, or poor customer service can impact rankings.

How to Improve:

• Use FBA to ensure fast and reliable shipping.
• Maintain low return rates by setting clear return policies and customer expectations.
• Provide prompt and effective customer support.

Adapting to A10 and Ranking Higher in 2025

• Optimize for organic ranking signals, not just PPC.
• Leverage external traffic sources to boost visibility.
• Focus on customer experience and seller authority to maintain rankings.
• Implement strategic keyword usage based on relevance, not just volume.
• Invest in high-quality product listings with clear and engaging content.

By adopting strategies aligned with A10, sellers can improve product visibility, outrank competitors, and achieve sustainable growth.

Amazon Market Analysis: The Competitive Landscape

Amazon continues to dominate the global eCommerce market, with millions of active sellers competing for visibility. To succeed, sellers must understand key market trends, evolving ranking factors, and optimization strategies to stay ahead.

Key Market Insights

• Amazon’s Search Algorithm Shift: With the transition from A9 to A10, organic ranking signals such as customer experience, seller authority, and external traffic now hold more weight than ever.
• Growing Emphasis on External Traffic: Over 50% of Amazon sales now come from external sources, with Amazon rewarding sellers who drive traffic from Google, social media, and influencer networks (eMarketer, 2024).
• Competition on the First Page: 70-80% of Amazon shoppers never scroll past the first page, making ranking optimization and strategic ad placements crucial (Jungle Scout, 2024).
• Prime Dominance: With over 200 million Amazon Prime members globally, Prime-eligible products (via FBA) have a 3-5X higher chance of winning the Buy Box (Statista, 2024).
• Retail Media Growth: Amazon’s advertising revenue surged past $45 billion in 2024, solidifying its position as a major player in retail media marketing (Insider Intelligence, 2024).

With this competitive landscape in mind, let’s explore the key factors that determine product rankings on Amazon and how you can leverage them to enhance your Amazon marketing plan for higher visibility and conversions.

Amazon Product Ranking Factors: The Key to First-Page Visibility

Amazon’s A10 algorithm prioritizes relevance, customer experience, and organic engagement over just paid advertising. Here’s what sellers need to focus on:

1. Pricing Strategy: Finding the Sweet Spot

• Competitive pricing plays a crucial role in conversion rates and ranking.
• Products priced too high or too low may be penalized in rankings.

Optimizing Pricing Strategy:

• Use Amazon’s Automated Pricing Tool to stay competitive.
• Monitor competitors’ prices and adjust accordingly.
• Offer strategic discounts and bundle deals to boost conversions.

2. Complete Product Listing: Maximize Information

• Amazon prioritizes products with detailed and complete listings to enhance customer trust.
• Missing product details may result in lower rankings or suppressed listings.

How to Optimize:

• Adhere to listing guidelines (title, bullet points, descriptions, and backend keywords).
• Provide comprehensive details on materials, sizes, colors, and benefits.
• Utilize Amazon A+ Content for an enhanced shopping experience.

Also Read: How Product Content Optimization Maximizes Brands’ Shelf Share

3. Inventory & Stock Fulfillment: Stay Ready to Sell

• Stockouts impact rankings, as unavailable products reduce conversions and increase bounce rates.
• Amazon prefers sellers who maintain consistent inventory levels.

Manage Inventory with Kinator:

• Monitor stock levels using Paxcom’s Inventory Performance Dashboard.
• Use FBA (Fulfillment by Amazon) for seamless order fulfillment.
• Forecast demand for seasonal products to prevent stockouts.

4. Keyword Relevance & Search Optimization

• Amazon matches product listings to shopper searches using keywords in titles, bullet points, descriptions, and backend search terms.
• Keyword stuffing is penalized—Amazon now prefers natural language optimization.

How to Optimize:

• Research high-converting long-tail keywords with Amazon’s Brand Analytics or third-party tools like Helium 10.
• Strategically place keywords in titles, bullet points, and descriptions for better search visibility.
• Optimize backend search terms by removing filler words and focusing on high-impact keywords.

5. Managing Customer Reviews & Ratings

• Amazon heavily weighs product ratings and reviews when ranking listings.
• Negative reviews reduce trust and impact conversion rates.

How to Optimize:

• Provide prompt customer support to prevent negative feedback.
• Encourage satisfied customers to leave reviews through post-purchase emails (while complying with Amazon’s guidelines).

6. Compliance with Amazon Guidelines

• Violating Amazon’s policies can result in listing suppression or account suspension.
• Ensuring compliance unlocks more promotional opportunities on Amazon.

How to Optimize:

• Regularly review Amazon’s listing guidelines for any updates.
• Avoid misleading product claims or restricted keywords.
• Stay within Amazon’s advertising and promotion policies.

Optimizing Amazon Product Listings: Step-by-Step Guide

Once you understand ranking factors, the next step is product listing optimization. A well-optimized listing improves search visibility and increases conversions.

1. Product Title: The First Impression Matters

• The title is Amazon’s top-ranking factor—it must be descriptive yet concise.
• Include primary keywords naturally without keyword stuffing.

Example of a well-optimized title:
✔ Brand | Product Type | Key Benefit | USP | Target Audience | Size/Variant
✔ “XYZ Organic Protein Powder – High-Protein Nutritional Shake for Energy & Strength – Vanilla, 500g”

Optimization Tips:

• Keep titles within 200 characters for better mobile readability.
• Capitalize the first letter of each word (except prepositions and conjunctions).
• Avoid promotional language like “Best Seller” or “#1 Rated.”

2. Bullet Points & Product Description: Educate & Convert

• Bullet points must highlight key features, benefits, and use cases.
• The description should expand on bullet points and persuade shoppers to buy.

Optimization Tips:

• Use short, scannable bullet points (each under 200 characters).
• Highlight unique selling points (USPs) upfront.
• Answer common customer concerns within the description.
• Include a call-to-action (CTA) like “Try it today for better results.”

3. High-Quality Product Images: Visuals Drive Conversions

• 75% of shoppers rely on product images when making purchase decisions.
• Amazon requires at least 5-7 high-quality images per listing.

Optimization Tips:

• Use high-resolution images (1000×1000 pixels or higher).
• Include infographics and lifestyle images to showcase benefits.
• Follow Amazon’s image guidelines (white background, no watermarks, clear visuals).

4. Backend Search Terms: Hidden Keywords for Ranking

• Backend search terms help products appear in more searches without keyword stuffing.
• These are not visible to customers but influence Amazon’s search algorithm.

Optimization Tips:

• Use synonyms, abbreviations, and related terms for better coverage.
• Avoid filler words like “best” or “cheap.”
• Stay within Amazon’s 250-byte limit for backend search terms.

Proven Amazon Marketing Strategies to Boost Your Visibility and Sales

Success on Amazon doesn’t happen by chance—it requires a well-structured Amazon marketing plan that aligns with the platform’s evolving algorithms and consumer behavior. Simply listing a product and hoping for sales is no longer enough. With over 9.7 million sellers competing for visibility, a strategic approach is essential to stand out.

From optimizing product listings to leveraging Amazon’s robust advertising solutions, sellers must adopt data-driven tactics to improve rankings, boost conversions, and maximize return on investment. Below are some proven Amazon marketing strategies that can help you stay ahead in 2025 and beyond.

1. Leverage Amazon SEO for Organic Growth

Amazon’s A10 algorithm prioritizes listings that are optimized with relevant keywords, well-structured content, and high engagement rates. To ensure your product ranks higher, focus on:

• Keyword Optimization: Use rich and relevant keywords in the product title, bullet points, and backend search terms.
• Complete Product Listings: Ensure all fields, including attributes, features, and descriptions, are filled out to enhance visibility.
• Optimized Images: Use high-quality images with feature callouts and lifestyle shots to improve customer engagement.
• A+ Content & Brand Store: Enhanced content increases conversion rates by providing a detailed and visually appealing product experience.

2. Drive External Traffic to Your Amazon Listing

Amazon rewards listings that receive traffic from external sources. To boost rankings, consider:

• Social Media Promotions: Drive traffic from platforms like Instagram, Facebook, and TikTok through engaging content and influencer collaborations.
• Google Ads & Blogs: Running Google Ads for your product keywords and featuring your products in niche blogs can enhance discoverability.
• Email Marketing & Retargeting: Use email campaigns to engage previous buyers and retarget potential customers with special offers.

3. Amazon Sponsored Ads: A Strategic Approach

While paid ads shouldn’t be the only strategy, they are essential for gaining traction. Optimize your ad spend by:

• Using Sponsored Products for New Launches: Helps drive initial visibility.
• Leveraging Sponsored Brands for Brand Awareness: Showcase multiple products and direct users to your Amazon store.
• Running Sponsored Display Ads for Retargeting: Target customers who have viewed similar products.

4. Encourage Reviews & Ratings for Credibility

Positive reviews influence buying decisions and improve rankings. Increase customer feedback by:

• Using Amazon’s ‘Request a Review’ Button: A simple yet effective way to solicit reviews.
• Providing Excellent Customer Service: Respond promptly to queries and resolve issues efficiently.
• Following Up with Post-Purchase Emails: Encourage customers to share their experiences.

5. Optimize for the Buy Box

Winning the Buy Box significantly increases sales. Ensure:

• Competitive Pricing: Avoid overpricing by using dynamic pricing tools.
• FBA or Reliable Fulfillment: Amazon favors sellers with fast and reliable shipping.
• Strong Seller Metrics: Maintain high ratings, low order defect rates, and excellent customer service.

A+ Content: A Crucial part of Your Amazon Marketing Plan

A+ Content plays a crucial role in improving brand visibility, increasing conversions, and ultimately boosting product rankings on Amazon. By offering enhanced visuals, comparison charts, and compelling storytelling, it builds trust and engagement—key factors in Amazon’s ranking algorithm.

How A+ content drives success:

Enhanced Brand Perception → Higher Engagement → Increased Conversions → Improved Organic Ranking

Sellers using A+ Content see conversion rate increases of up to 10% (Amazon), making it an essential part of any Amazon marketing plan.

While A+ content is not a direct ranking factor, it significantly contributes to customer engagement and conversions. Well-executed premium A+ content can boost sales by up to 20%, while basic A+ content can boost sales by up to 8%.

Why A+ Content Matters:

• Enhanced Storytelling: Amazon A+ Content allows brands to craft compelling product narratives using a blend of high-quality images and rich text.
• Higher Engagement: Well-structured templates make content visually appealing and easier to absorb.
• Competitive Edge: Differentiates your brand from competitors, building trust and credibility.
• Improved Shopping Experience: Engages customers with interactive content, leading to better purchase decisions.

Best Practices for A+ Content:

• Use More Visuals Than Text: 65% of people recall information better through visuals (FastCompany).
• Maintain Brand Consistency: Align colors, fonts, and tone with your overall branding.
• Ensure Clarity & Precision: Keep messaging clear and concise to maintain customer interest.

At Paxcom, our expert team stays ahead of trends to craft compelling A+ content that drives conversions and brand credibility.

How to Effectively Utilize Amazon Advertising Services

One of the most crucial factors impacting Amazon sales growth is promotional campaigns. Simply listing products on Amazon is not enough—brands must leverage Amazon’s powerful advertising solutions to gain maximum visibility and conversions.

Amazon’s advertising revenue surged by 18% to reach $69 billion in 2024 (ppcland). A recent survey highlighted that 80% of Singaporean shoppers prioritize product quality and authenticity, making Amazon Ads a vital tool for increasing brand visibility (Marketing Asia).

Amazon Advertising Solutions offer a robust platform for brands to enhance visibility and drive sales. Here’s a comprehensive overview:

1. Sponsored Product Ads

Sponsored Product Ads are cost-per-click (CPC) advertisements that promote individual product listings on Amazon.

Key Benefits:

• High Conversion Rates: In 2024, Amazon’s average conversion rate for Sponsored Product Ads stood at 9.47% (Vapa Ai), outperforming other e-commerce platforms significantly.
• Increased Sales Volume: Sellers experienced an average weekly 50% increase in units ordered within the first year after launching a Sponsored Products campaign (Channable).

2. Sponsored Brand Ads

Sponsored Brand Ads (formerly Headline Search Ads) are designed to boost brand awareness by featuring a collection of products alongside the brand logo and a custom headline.

How It Works:

• Prominent Placement: These ads appear as banner ads in search results, directing traffic to a custom landing page or Amazon Storefront.
• Enhanced Brand Recognition: Sponsored Brands ads with branded creative, such as custom images, generate a 50% increase in click-through rate (CTR) and a 60% increase in branded search compared to ads with only product images (eCom clips).

At Paxcom, our Amazon Marketing Services (AMS)/Amazon Advertising Solutions (AAS) team specializes in designing and optimizing ad campaigns for maximum ROI. Leveraging data-driven strategies, we help brands outperform competitors and scale profitably.

Everything You Need to Know to Top the Charts

Best Seller Rank (BSR) is a key Amazon metric that impacts product visibility and sales. A product with the “Amazon Best Seller” badge immediately attracts consumer trust and higher conversions.

How Amazon Calculates BSR:

1. Sales Velocity: More sales = Higher rank.
2. Historical Sales Performance: Amazon considers both past and recent sales trends.
3. Category & Subcategory BSR: A product may hold multiple rankings in different categories.

Example: A Vitamin C tablet may rank #2,532 in Health & Personal Care but #15 in the Vitamin C subcategory—showcasing the advantage of strategic product categorization.

Factors That Influence BSR:

• Product Pricing: Competitive pricing improves conversion rates and ranking. 
• Optimized Listings: High-quality titles, descriptions, and images improve discoverability. 
• Traffic & Click-Through Rate: 8% of product traffic converts into sales (Amazon Data). 
• Promotional Strategies: Deals, coupons, and PPC campaigns drive additional traffic. 
• Amazon Storefront & External Traffic: A dedicated Amazon Store can increase direct conversions.

How to Sustain Your BSR Rank:

• Consistently Optimize Listings: Update content, include relevant keywords, and analyze competitors.
• Continue Running PPC Ads: Even top-ranked products need advertising to maintain visibility.
• Track Pricing & Competition: Competitive pricing strategies help sustain sales volume.
• Leverage New Amazon Features: Stay updated on Amazon’s evolving tools and trends.

At Paxcom, we empower brands with strategic insights and hands-on execution to dominate Amazon rankings and boost sales. Our expert team provides end-to-end eCommerce solutions tailored for success in a competitive marketplace. Contact us at info@paxcom.net to learn how we can help you scale your business with our Amazon ADvisors expert guidance.