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As an Amazon seller, discovering your hard-earned search rankings, product visibility or advertising performance has suddenly dropped overnight can be incredibly frustrating. 

Every month, Amazon sellers struggle as they try to anticipate the hidden,“black box” algorithmic changes shaping search rankings and PPC advertising. 

Because of that fact, Amazon search engine optimization remains one of the biggest puzzles in eCommerce. 

Just as you finally match the “right” keywords and achieve Amazon listing optimization, everything changes and it’s back to square one trying to reverse engineer the Amazon algorithm’s latest priorities. 

Increasing numbers of shopping journeys start with Amazon search results. That’s why up-to-date product ranking strategies and targeted Amazon advertising will continue to be the recipe for online selling success. 

But first . . .

Does the Amazon A10 Algorithm Really Exist?

There’s a healthy amount of disagreement whether the Amazon A10 algorithm really exists. A lot of very experienced Amazon experts look at the changes that Amazon seems to have made to their A9 algorithm as nothing more than that; iterations, or gradual “improvements” to their global ranking factors.

This much is true however, Amazon has made sizeable changes to how eCommerce sellers are scored on their marketplace. This post will address the recent iterative changes that Amazon has made to their algorithm.

So, without further ado, here’s what you need to know.

What Was Behind Amazon’s A9 Algorithm Scoring? 

Before what for the sake of comparison, we’re calling the new algorithm update, Amazon’s A9 algorithm was the name of the game.

While the specifics of Amazon’s search algorithm is confidential, experts agree that their foundational A9 algorithm considered a wide spectrum of factors when determining placements.

These included elements like:

• Keyword relevancy in Google search, including search term alignment and density 
• Historical and recent sales velocity performance
• Product pricing factors and competitiveness
• Availability and fulfillment speed capability
• Customer reviews, ratings and brand sentiment
• Seller authority tied to account health metrics

Amazon’s Algorithm Updates Lean Into Discovery-Focused Personalized Results 

The Amazon algorithm update reveals a focus more on individually tailoring search results to each unique query rather than aggregate conversion metrics alone.

 While still incorporating elements like reviews and past sales, recent Amazon SEO looks to identify the single most relevant matching listing for searchers. 

Amazon shoppers frequently see targeted product recommendations aligned to the exact specifications in their search terms versus more homogeneous best-seller rankings.

The increased personalization expands diversity of visibility, but demands greater precision targeting and SEO strategy adaptation from sellers in order to consistently gain prime positioning in their product niches.

Amazon’s Algorithm Update – What You Need to Know

With Amazon’s rollout of their updated ranking algorithm, specific factors seem to be gaining importance in driving search visibility and product discoverability. Sellers aiming to adapt to changes in Amazon’s priorities should focus on optimizing these components:

Seller Authority and Brand Trust Signals  

With customer sentiment weighing so heavily into automated relevance scores, storefront elements like positive review ratios, responsible return/refund handling and consistent product quality are critical. 

Essentially, Amazon is looking for signals indicating an authentic commitment to nurturing long-term marketplace relationships – not chasing quick volume wins. 

Organic Traffic Matters

In addition to their growing weariness towards inflated ratings or inauthentic selling tactics, Amazon also appears to reward organic discovery leading to purchases rather than paid ad-driven transactions.

This makes foundational SEO and on-page conversion optimization ever more vital to surfacing relevantly for commercial intent searches without ads. 

Off-Amazon Credibility

The new algorithm also places heavier emphasis on credential-building off-Amazon signals like verified social media mentions, blogger reviews and other placements establishing third-party authority at scale.

Essentially, any visibility touchpoints that organically reflect genuine consumer desirability for a product can help validate seller quality. This can signal the Amazon algorithm to consider increased visibility and higher search placements for that item.

Elevated Importance of Click-Through Rates  

Click-Through Rate (or CTR) refers to the number of clicks a given product listing receives after being displayed in search results. Historically more of a secondary signal, Amazon’s algorithm update appears to weigh CTR considerably more.

This means attention-grabbing, curiosity-piquing elements like titles, images and preview snippets now play an outsized role in standing out on the page early for browsers. Listings eliciting high engagement off the bat tend to benefit in positioning.

However, Amazon still correlates clicks to downstream conversion events. So while compelling creative may temporarily inflate CTRs, sustained visibility hinges on post-click experiences matching expectations set. 

3-Step Amazon Rank Rescue Plan

Did your Amazon listing lose rank during the algorithm update?

Recovering Amazon visibility lost unexpectedly due to algorithm updates requires balancing automated efficiency with human creativity and strategy. 

Here’s a plan to help you regain your lost rankings:

Step 1: Target Quick Wins 

First, audit the search analytics tp reveal the exact terms driving conversions:

Download search term category reports from Amazon Seller Central and isolate highest-volume queries that have led to purchases. Assess seasonality patterns as well. This identifies search terms that have the potential to become a ranking factor.  

Identify differentiated capabilities matching consumer needs:  

Filter best selling items or reviews highlighting your products’ strengths meeting buyer needs better than competitors. Identify gaps to guide enhancement priorities.

Enhance your product listing, including product title, and product description to boost organic ranking and align with shopper intent:

Customer experience is key. 

Redirect ad budgets to highest performing product keywords:  

Shift existing Amazon PPC budgets to keywords with proven organic sales to maximize traffic from terms most likely to convert despite volatility or changes.

Step 2: Test Test Test

Conduct ongoing experimentation of on-page elements influencing organic rankings:   

Experienced sellers use software tools, and top Amazon agencies to optimize listing copy to determine optimal configurations yielding sustained visibility gains. 

Rapidly scale layout, content and creative variations that are outperforming others:  

Fix highest performing page elements based on acquired data, while continually trialing fresh variants of underperforming areas like description paragraphs.  

Expand reach mirroring Amazon’s own suggested keywords:

Leverage Amazon’s semantic keyword tools providing alternatives to consider including based on your existing catalog and listings themes to widen scope.

Step 3: Conversion Optimization  

Retarget high-intent listings across purchase funnels:   

Upload visitors from Amazon product listings into custom audiences for remarketing across DSP and social ads re-engaging when open to purchase.  

Promote authority building visual content and buyer reviews:     

Develop visual assets such as video spotlighting key differentiators and benefits accelerating purchasing confidence and social proof.

Spotlight curated product comparisons:  

Publish side-by-side product analysis posts assessing relative strengths and weaknesses to guide buyers based on unique use cases. That will help you to rank higher for niche keywords.

The Bottom Line

For many eCommerce sellers, marketplace SEO can be an unseeable “black box.” One certainty however, consistent visibility will continue to depend on doing right by customers and the Amazon platform. After all, to Amazon, customer service is much more important than the latest hack or trick. 

Stay focused on exceeding customer expectations through relevance and value at every digital touchpoint. Keep learning, listen to shifts and optimize your Amazon SEO daily to build an enduring online enterprise. 

If you want to supercharge your Amazon brand, reach out to the experts at Canopy Management, the fastest growing Amazon Agency in America!

We’ve learned a lot from generating $2.2 Billion in revenue for our Partners. Let us put that knowledge to work for you.