Uncovering the Differences: Amazon A9 & A10 Algorithms

Trying to understand the differences between Amazon’s A9 and A10 algorithms can feel like you’re playing an intergalactic game of chess. It can be complicated, but that doesn’t mean you have to accept defeat. Your understanding of these algorithms is key to driving more traffic and sales on Amazon. The truth is, there are significant differences between Amazon A9 and A10. Each algorithm uses its own set of rules to rank search results and determine product placement. Understanding these rules allows you to optimize your search engine results page (SERP) rankings and reach your target customers more effectively. If you want to gain a better understanding of what makes these two algorithms unique, then let’s dive in! In this article, we’ll examine the differences between Amazon’s A9 and A10 algorithms so that you can make informed decisions about your product listing optimization strategy.

What Is the Amazon A9 Algorithm?

If you are a seller on Amazon, you are likely familiar with the Amazon A9 algorithm. A9 is the search engine used by Amazon to sort through millions of products and display the most relevant ones in response to shoppers’ searches. It considers factors such as keyword relevance, product ratings, price and availability to determine relevancy and rank order search results. The A9 algorithm helps shoppers find what they are looking for quickly and easily. By understanding how this algorithm works, you as a seller can better optimize your product listings to appeal to shoppers’ searches and appear higher in rankings. In order to boost visibility, sellers need to use best practices such as relevant keywords, unique titles and descriptions, quality product images, competitive pricing strategies, and consistent customer service. It is also important for sellers to regularly monitor changes in the A9 algorithm by keeping up with updates from Amazon or hiring a third-party team of experts. This will help ensure that your listing remains optimized and competitive with changing trends in the marketplace.

What Is the Amazon A10 Algorithm?

When it comes to the Amazon A10 algorithm, things become much more complex. As compared to A9, A10 is an algorithm developed to better distribute ads and sponsored products on Amazon’s search engine result pages (SERPs). This algorithm is responsible for creating a better user experience and therefore optimizing the search results by taking into consideration things like relevance of searched keywords, user ratings, and purchase behavior while filtering out duplicates. For example, the Amazon A10 algorithm will analyze data related to customer behavior such as which searches have been made in the past, how often customers have clicked on keyword-based links or ads, or what type of products they usually buy. All of this helps Amazon A10 create a more personalized experience for their customers and display only what is relevant to them. Additionally, this also helps Amazon increase their ad revenue by displaying ads that are more likely to be clicked on by customers.

Key Features of the A9 Algorithm

When it comes to Amazon’s A9 algorithm, there are a few key features that separate it from the A10 algorithm.

First, there's the ability to personalize search results.

The A9 algorithm can take into account a buyer’s previous browsing and purchase history, as well as ratings and review data when delivering search results — meaning customers get tailored results that match their individual interests. This provides a more customized experience, which makes it easier for customers to find what they are actually looking for.

Second, there's the focus on relevant links.

The A9 algorithm places an emphasis on providing relevant links in its results, so buyers get the exact products they need without having to sift through extraneous or unrelated data. This makes searching quicker and more efficient — no wasted clicks or scrolling through pages of irrelevant search results here!

Finally, there's the link between conversion rates and rankings.

The A9 algorithm helps boost conversion rates by better understanding customer intent and returning more pertinent results in response — making it easier for shoppers to find what they need. This connection between conversions and Rankings gives Amazon sellers an advantage in terms of visibility when customers are searching for their products.

Key Features of the A10 Algorithm

The A10 algorithm from Amazon is the latest and most advanced search algorithm unveiled by Amazon. It can be an invaluable tool for Amazon sellers to maximize their visibility. So let’s take a look at some of the key features of this algorithm:

Machine Learning

A10 uses machine learning to analyze the user behavior when searching for products. This helps it provide users with relevant search results faster, thus increasing the chances of engagement.

AI-Powered Autocomplete

The A10 algorithm also makes use of AI-powered autocomplete technologies to suggest specific product queries and phrases as users type in their search queries. This provides an even more hands-free approach to finding relevant deals and products on Amazon’s platform.

Improved Ranking Accuracy

The A10 algorithm also takes into consideration factors like brand, customer reviews, and overall product quality when ranking results. This means that products on higher ranks are more likely to be well-known and have better feedback from customers than lower ones, making it easier for customers to find what they are looking for quickly.

How Do They Differ?

So, what’s the difference between A9 and A10? Here are the key elements:

Algorithm performance

The A10 algorithm is generally considered to be a major improvement in search performance. According to Amazon, it can deliver up to 20 percent higher accuracy than A9 when used for certain types of searches. This improvement is thanks to the inclusion of more advanced techniques and applications that weren’t available in A9, such as natural language processing (NLP), sentiment analysis, entity extraction and more.


A10 takes into account user preferences when serving search results. For example, if a shopper is looking for an item in a specific color or size, A10 can take these preferences into account when serving its results. This helps improve the shopper’s experience and makes it easier for them to find what they’re looking for quickly and accurately.

Relevance score ratio

The relevance score ratio (RSR) was added with the launch of A10 to help merchants better understand how their products are ranking in relation to other products in their catalog or marketplace. The RSR compares the total number of sales related to a product with its impressions—essentially giving sellers an indication of how relevant their product listing is compared to other listings.

How to Optimize Your Site for These Algorithms

If you want to make sure your products show up in the top of the search results for customers, you need to make sure your site is properly optimized for Amazon A9 and A10 algorithms. Here’s some information on how to do that.

Page Quality Assessment

Amazon uses something called a Page Quality Assessment (PQA) to identify and measure the quality of content on product pages. This is important for Amazon A9, as it helps them better understand what’s being sold on the platform, which will help determine the search ranking. If a product page has all the necessary information that customers would expect from a detailed description, then this will reflect well in the PQA score.

Site Speed

Amazon also looks at sites speed when assessing ranking position—the faster your page loads, the better. This is where image optimization becomes key, as images can really slow down a page if they are not optimized correctly. You’ll want to make sure all images are compressed in order to ensure optimal page speed performance and improve SEO rankings.

SEO Optimization

Finally, making sure you have proper SEO optimization on both product pages and category pages is essential for aiding Amazon A10 reachability and visibility of those respective products in search results. Keyword research is key at this stage; by researching market trends and understanding how customers are searching for particular items, you can optimize titles and descriptions accordingly. Doing this will improve overall visibility within organic search results—leading more potential customers directly to your product pages as opposed to having them trudge through generic searches or sponsored ads on other marketplaces sites like eBay or Etsy.


The Amazon algorithm plays a critical role in determining the visibility and success of a seller’s products on the platform. The algorithm uses various factors to rank products and determine their placement on the search results page, including customer feedback, product reviews, pricing, and sales velocity. At Cartkaboom, we have a team of experts who are well-versed in understanding the Amazon algorithm and its intricacies. We use our knowledge and experience to strategize and optimize our clients’ products to perform well within the algorithm’s parameters. Our team analyzes the client’s products and identifies areas for improvement, such as optimizing product titles, descriptions, and images to align with Amazon’s best practices. We also use relevant keywords and phrases to improve search visibility and ensure that our clients’ products appear at the top of search results pages. Moreover, we track and analyze data to determine the effectiveness of our strategies and adjust them accordingly. We continually monitor and optimize our clients’ listings to ensure they remain competitive and visible on Amazon. Overall, Cartkaboom’s expertise in strategizing and winning with the Amazon algorithm is a key factor in our clients’ success on the platform. Our approach allows us to stay ahead of the competition and maximize our clients’ sales potential on Amazon.
Schedule a call with us today!
Scroll to Top

Krystel Borg

Krystel possesses a unique expertise in transforming company sales, thanks to her knack for devising strategic blueprints and fostering high-performing teams. Throughout her career, she’s been at the helm of businesses that have burgeoned from mere startups to eight-figure giants. She boasts two notable exits in the CPG sector, with one being the acclaimed Swander Pace Private Equity Group.
Her profound understanding of product-centric ventures spans the entire lifecycle—from conceptualizing brands to overseeing logistics, supply chain management, and devising robust digital marketing initiatives. One of Krystel’s standout accomplishments in sales is her tenure with QVC, where she not only celebrated over 100 on-air appearances but also clinched a nomination for their coveted “Rising Star” award, sharing the limelight with industry titans like Sephora.
With a proven track record of scaling startups to monumental heights—like achieving $1.5M in revenue within a year and subsequently doubling it—and salvaging firms from deficits to enjoy $1.8M profits, Krystel’s prowess is undeniable. She masterfully steered a company to emerge as an unrivaled leader in its sector by multiplying its sales from $4M to $18M in half a decade.
In recent years, Krystel has channeled her vast experience into mentoring, playing pivotal roles as a consultant or board member to embolden fellow entrepreneurs. Her versatility is further accentuated by her engagements across diverse industries

Navin Williams

With 11 years of leadership experience in Business Management, Navin Williams has consistently delivered transformative results. His leadership has championed small businesses on their path to accelerated growth, steered large enterprises towards a surge in efficiency by up to 40%, and provided strategic direction to e-commerce companies navigating the dynamic digital marketplace.
His toolkit of expertise encompasses spearheading organizational transformations, enhancing business agility, and driving process efficiency across a spectrum of domains and frameworks, with a particular emphasis on Lean principles. Understanding the unique challenges and opportunities presented by both brick-and-mortar operations and digital storefronts, Navin is adept at crafting strategies that align with specific business objectives.
His commitment to rigorous reporting ensures transparency and data-driven decision-making, solidifying his reputation as a versatile and results-driven business leader.

Jane Sampson

Jane Sampson boasts over 15 years in the Apparel & Home Fashions sector. Throughout her career, she’s demonstrated a depth of knowledge in areas like Design, Product Development, Global Sourcing, and Market Research. Her business acumen is backed by a proven record in Procurement, Business Planning, and Sales.
Central to Jane’s professional journey is JANEEN HOME LLC. This company, under her leadership, specializes in introducing new textures, designs, and prints for bedding and soft home lines. Her brand’s presence is felt in prominent retailers such as Macy’s, Ross Stores, Hobby Lobby, Bealls, and Belk.
Beyond her corporate achievements, Jane shares her industry insights as an Adjunct Professor at Baylor University. She remains committed to fostering growth and nurturing future talents, ensuring they’re equipped for success in the dynamic world of Apparel & Home Fashions.

Archana Reddy Williams

From the corporate world to the dynamic world of Amazon, Archana’s journey has been nothing short of transformative. As a seasoned management consultant, corporate leader, and a 7-figure Amazon seller, she founded CartKaboom with a vision to demystify the Amazon maze for brands.
What drives Archana? Her passion for ensuring every brand gets a fair shot at success on Amazon. CartKaboom works tirelessly as a partner, acting as a true extension of brands, ensuring they shine in the Amazon marketplace. While she cherishes working with all types of businesses, Archana’s heart holds a special place for family-owned and women-led brands. Drawing from a wealth of firsthand insights and tailored strategies, she’s had the honour of propelling many of these businesses to 7+ figure successes on Amazon.
At the heart of CartKaboom, it’s not just about metrics. Archana delves deep into a brand’s narrative and core values, designing Amazon-focused strategies that amplify their presence. From listing enhancements and keyword optimization to effective advertising campaigns, Archana ensures that brands don’t just survive, but thrive in this ecommerce behemoth. Outside the world of ecommerce, Archana is active in real estate. As an Accredited Real Estate Investor and a CRE General Partner, she oversees diverse commercial real estate ventures, bringing the same dedication and business acumen to this vertical.
At the core of it all, Archana’s faith in God and her family remain her pillars. She resides in Dallas, Texas with her husband and three kids. For relaxation and fun, she enjoys travelling, hiking, and exploring nature, seeing it as a reflection of God’s beauty. She’s also active in local church initiatives, emphasising community growth and unity.