Winning with Amazon’s A10 Algorithm: How Sellers Can Maximize Visibility and Sales

Amazon’s search algorithm is a powerful gatekeeper — and the difference between obscurity and first-page success often comes down to how well your listings align with its rules. In 2025, Amazon’s latest update, the A10 algorithm, is continuing to reshape how sellers approach SEO on the platform. But what exactly changed from A9, and what should sellers do differently?

At ZonLabs, we help brands make sense of algorithm shifts like these — and build strategies that align with what Amazon now prioritizes. Here’s what sellers need to understand.

From A9 to A10: What's Changed?

Amazon’s original A9 algorithm heavily emphasized sponsored ad performance and sales velocity. Simply put, the more you spent on ads and the faster you sold, the better your chances of climbing to the top of search results.

The A10 algorithm, on the other hand, reflects a broader shift in Amazon’s priorities. It’s still about conversions and performance, but there’s a greater focus on organic relevance, customer experience, and long-term value. This update aims to surface listings that naturally resonate with buyers — not just ones that pay to play.

Key Differences Between A9 and A10

Feature	A9 Algorithm	A10 Algorithm
Ad Spend Influence	High	Lower
Sales Velocity	Prioritized	Still important, but with context
Click-Through Rate (CTR)	Considered	More heavily weighted
Organic Sales Impact	Moderate	Stronger focus
Customer Retention Signals	Minimal role	Increasing influence
Seller Authority	Basic influence	Greater emphasis (reviews, history, return rate)

What the A10 Algorithm Rewards

A10 rewards more authentic buyer engagement than its predecessor. Some of the key signals Amazon now values include:

• Higher CTRs and conversion rates from organic traffic

• Repeat purchases and customer loyalty

• Strong seller reputation and fulfillment performance

• Listing relevancy based on keyword integration and buyer intent

• Organic sales (vs. those driven by PPC or external promotions)

  
  

This means that simply running ads or manipulating traffic to drive short-term velocity won’t deliver the same benefits as it used to. The A10 model favors substance over shortcuts.

What This Means for Your Strategy

If your team is still focused solely on ad budget and quick-turn promos, it’s time to reassess. A10 rewards listings that are optimized for long-term value — including keyword relevance, compelling content, conversion-optimized imagery, and high-performing customer experience signals.

But navigating these nuanced changes is easier said than done.

ZonLabs Can Help You Rank Smarter

Understanding the A10 algorithm is just the beginning. Applying that knowledge in a way that moves the needle is where most brands struggle.

At ZonLabs, we specialize in helping Amazon sellers decode what works — and why. Whether you’re launching new products or reworking legacy listings, our team of seasoned Amazon strategists builds data-backed SEO and conversion plans tailored to A10’s signals.

We’ve scaled and exited 8-figure Amazon brands, and now we use that experience to help others stay ahead.

📈 Want to see how A10 is impacting your listings — and how to respond? Contact us for a personalized consultation.