When a shopper types a search term into Amazon, the results they see are determined by Amazon's search algorithm — commonly called A9 (now sometimes referred to as A10). Understanding how this algorithm works is the single most important thing you can do to grow your sales on Amazon, because visibility on page 1 is everything.

In this guide we break down exactly how A9 works, what it prioritises, and the specific actions that move you up the rankings.

The Core Principle: Sales Velocity

Amazon is a retailer first and a search engine second. Everything about A9 flows from one fundamental goal: show the products most likely to be purchased. This means the algorithm is primarily driven by sales velocity — how fast a product sells relative to its competitors.

This creates a virtuous cycle: products that sell well get shown more, which drives more sales, which improves ranking further. Breaking into this cycle as a new brand requires understanding every lever available to you.

70%
Clicks go to page 1 results
35%
Clicks go to the top 3 results
4.8%
ImportIQ average CTR

The Two Pillars of A9: Relevance and Performance

Relevance Signals

Before Amazon can rank your product for a search term, it must first determine that your listing is relevant to that term. Relevance is built through:

Key insight: Amazon indexes your listing for a keyword only if it appears somewhere in your listing content. If a shopper searches for a term and it's not in your title, bullets, description, or backend terms, you will not appear for that search — regardless of how relevant your product actually is.

Performance Signals

Once Amazon determines your listing is relevant to a search term, it ranks you against other relevant listings based on performance signals:

How to Rank on Page 1: The Practical Steps

1. Keyword Research First

Before writing a single word of your listing, invest in thorough keyword research. Tools like Helium 10, Jungle Scout, or DataDive can show you exactly what search terms shoppers use in your category, with monthly search volumes and competition levels.

Build a master keyword list, categorised by:

2. Optimise Your Title

Your title should follow this formula: Brand + Primary Keyword + Key Attribute 1 + Key Attribute 2 + Size/Count. Keep it under 200 characters and make sure the first 80 characters contain your most important information (the rest may be truncated on mobile).

3. Build Your Reviews from Day One

New listings with zero reviews struggle to convert, which drags down performance signals and makes ranking harder. Use Amazon's "Request a Review" button for every order, enrol in the Amazon Vine programme (for brand-registered sellers) to get initial reviews, and focus obsessively on product quality and packaging to minimise negative reviews.

4. Use PPC to Accelerate Organic Ranking

Paid advertising (Sponsored Products) directly contributes to sales velocity, which in turn improves organic ranking. Running targeted PPC campaigns for your most important keywords — even at a loss initially — can accelerate your organic rank significantly faster than waiting for organic sales to build naturally.

ImportIQ strategy: For every new brand partner, we run an aggressive PPC launch campaign for the first 60–90 days specifically to build sales velocity and establish organic ranking positions. Once organic rankings are established, we scale back paid spend and let organic sales drive growth.

5. Win the Buy Box

The Buy Box (the "Add to Cart" button on the right side of a product page) is where the vast majority of purchases happen. Winning the Buy Box requires competitive pricing, good seller metrics (order defect rate, late shipment rate, valid tracking rate), and being either fulfilled by Amazon (FBA) or meeting FBM performance standards. FBA sellers have a significant advantage in Buy Box eligibility.

Common Ranking Mistakes to Avoid

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