Every Amazon seller eventually asks the same burning question: “How do I get my product to rank on page one of Amazon search results?”

The answer matters because visibility on Amazon is everything. Research shows that more than 80% of all clicks happen on the first page, with the top three listings capturing about 60% of total sales. If your product is buried on page two or beyond, most shoppers will never even see it.

Amazon is now the world’s largest online marketplace, accounting for nearly 38% of U.S. e-commerce sales. With millions of sellers competing for customer attention, learning how the Amazon ranking system works is critical to building a profitable FBA business in 2025.

This guide will give you a step-by-step breakdown of how Amazon’s ranking algorithm works, the factors that influence rankings, and proven strategies you can apply to push your products to page one.

1. How the Amazon Ranking Algorithm (A9/A10) Works

Amazon’s product ranking algorithm—commonly referred to as A9 (and more recently A10 updates)—is the brain behind search results. Its mission is simple: show shoppers the most relevant products that are most likely to convert into sales.

Unlike Google, where people search for information, Amazon searches are purchase-driven. When a customer types in “wireless earbuds,” they’re not looking for a blog post—they want to buy earbuds right now.

The algorithm considers two main categories:

• Relevance factors → Does your listing clearly match what the customer searched for?

• Performance factors → Do customers actually buy your product after clicking on it?

The better you align with both, the higher your ranking.

👉 Key takeaway: To rank, you must optimize your listing for relevance and deliver sales performance that beats competitors.

2. Relevance Factors: Optimizing Your Amazon Listing

Before Amazon can decide if your product deserves to rank, it needs to know what your product is about. That’s where relevance optimization comes in.

2.1 Product Title Optimization

Your product title is the most important piece of Amazon SEO. Best practices include:

• Place the main keyword near the front.

• Add brand name if it builds trust.

• Highlight main features (size, color, benefit).

• Keep it readable, not spammy.

Example:
“HydraPure Insulated Stainless Steel Water Bottle – 32oz, Leak-Proof Lid – Keeps Drinks Cold 24 Hours”

2.2 Bullet Points (Key Features)

Amazon indexes bullets for search. Use them to:

• Explain features and benefits.

• Naturally include secondary keywords.

• Make it skimmable with short, clear phrases.

2.3 Product Description & A+ Content

The description (up to 2,000 characters) is your chance to sell the story. If you’re in Brand Registry, you can replace it with A+ Content—rich visuals, infographics, and comparison charts.

2.4 Backend Keywords

Hidden fields in Seller Central help capture keywords you couldn’t fit naturally in the title or bullets. Add:

• Synonyms (“thermos” for water bottle).

• Misspellings.

• Other languages (Spanish in the U.S. marketplace).

2.5 Categories & Attributes

Make sure your product is in the correct subcategory. Being misplaced can kill ranking potential.

👉 Pro Tip: Use Amazon’s Product Opportunity Explorer to identify high-demand keywords and categories.

3. Performance Factors: Proving You Deserve Page One

Once Amazon knows your product is relevant, performance decides whether it climbs or sinks in rankings.

3.1 Sales Velocity

Sales drive rankings. The more units you sell consistently, the higher Amazon ranks your listing.

Boost sales velocity with:

• Amazon PPC campaigns on relevant keywords.

• Launch promotions and coupons.

• Driving external traffic from social media or influencers.

3.2 Click-Through Rate (CTR)

CTR depends on how attractive your listing looks in search. Factors include:

• High-quality main image.

• Competitive price.

• Star ratings and review count.

3.3 Conversion Rate (Unit Session Percentage)

Amazon rewards listings that turn clicks into purchases. Improve conversions by:

• Uploading professional lifestyle images.

• Adding product demo videos.

• Offering bundles or Subscribe & Save.

• Writing persuasive, benefit-focused copy.

3.4 Reviews and Ratings

Reviews are essential for trust and sales.

• Use Amazon Vine to collect early reviews.

• Automate review requests through Seller Central.

• Aim for at least 15–30 reviews before scaling ads.

3.5 Fulfillment Method (FBA vs. FBM)

Amazon favors FBA listings because they guarantee Prime shipping. Sellers using FBA often rank higher than FBM sellers.

4. External Traffic: The Secret Ranking Booster

Amazon increasingly rewards sellers who bring shoppers from outside platforms.

4.1 Social Media Marketing

Platforms like TikTok, Instagram, and YouTube can create viral demand. Gen Z and Millennials often discover products on social media first.

4.2 Influencer Marketing

Micro-influencers can generate authentic sales-driving content at affordable rates.

4.3 Amazon Attribution & Brand Referral Bonus

Amazon gives up to 10% fee rebates for traffic driven through external sources like blogs, social media ads, or Google Ads.

5. Step-by-Step Strategy to Rank Page One

Here’s a practical roadmap for sellers:

Step 1: Pre-Launch

• Use Helium 10 or Jungle Scout for keyword and market research.

• Differentiate product design and packaging.

• Prepare professional images, lifestyle shots, and videos.

Step 2: Optimize Your Listing

• Keyword-rich title.

• Benefit-driven bullet points.

• Backend keywords filled.

• A+ Content (if available).

Step 3: Generate Early Sales

• Launch Amazon PPC campaigns.

• Offer discounts or coupons.

• Join Amazon Vine for authentic reviews.

Step 4: Scale Advertising

• Expand PPC to competitive keywords.

• Run Sponsored Brand and Display Ads.

• Retarget shoppers who viewed but didn’t buy.

Step 5: Drive External Traffic

• Partner with influencers.

• Run TikTok/Instagram campaigns.

• Use blogs and Google Ads with Amazon Attribution.

Step 6: Maintain Momentum

• Monitor keyword ranking and adjust bids.

• Split-test images, titles, and pricing.

• Keep stock levels healthy (avoid running out of inventory).

6. Common Mistakes That Kill Rankings

• Keyword stuffing instead of writing naturally.

• Ignoring backend keywords.

• Using low-quality images.

• Competing only on price (race to the bottom).

• Running out of stock (causes ranking to crash).

7. Future of Amazon Ranking in 2025

Amazon ranking is evolving. Here’s what’s next:

• AI-driven personalization → Different customers may see different top results.

• Video dominance → Listings with engaging videos will outperform static ones.

• Eco-friendly filters → Sustainability badges may impact ranking.

• External traffic importance → Amazon will keep rewarding sellers who bring new shoppers.