By Umer Farooq, Commerxio CEO

Amazon has once again changed the game with the launch of its new A10 algorithm. Replacing the well-known A9, A10 redefines how products rank on the platform, placing greater emphasis on customer experience, credibility, and—most notably—external traffic. For sellers and marketers aiming to stay competitive, adapting to this update is no longer optional—it’s critical.

In this comprehensive guide, we’ll explore what the A10 update is, how it differs from A9, what it means for your Amazon marketing strategy, and how to optimize your approach for 2025 and beyond.

What Is the A10 Algorithm?

The A10 algorithm is Amazon’s new product ranking system designed to provide shoppers with better, more relevant search results. It’s an evolution of the previous A9 algorithm but with more focus on the quality and credibility of traffic sources, buyer behavior, and seller authority.

While Amazon has not officially released all the technical details behind A10, marketers and eCommerce experts have observed notable changes in how listings perform, especially when external signals are involved.

Key Differences Between A9 and A10

Under the A9 algorithm, internal performance metrics such as sales velocity, CTR (click-through rate), conversion rate, and keyword relevance were the main ranking factors. A strong focus on PPC advertising and keyword optimization within the Amazon ecosystem was enough to secure a top ranking.

With A10, however, Amazon now considers external traffic and brand authority as significant factors. This means that activity outside Amazon—such as social media traffic, blog referrals, YouTube reviews, and influencer campaigns—can have a direct impact on your product’s visibility and ranking on the platform.

Major Ranking Factors in A10

Here’s a breakdown of the core elements that A10 prioritizes:

• External Traffic: Driving visitors from platforms like Google, Facebook, Instagram, TikTok, or blogs to your Amazon listings boosts your ranking potential.
• Sales History: Reliable and consistent sales over time show product desirability.
• Click-through and Conversion Rates: Listings that attract attention and lead to purchases are favored.
• Customer Retention and Reviews: Products with high ratings and returning buyers benefit more.
• Seller Authority and Reputation: Established brands and sellers with positive metrics get better treatment.
• Organic Engagement: Products that perform well without relying heavily on Amazon ads are considered more valuable.

Why External Traffic Is a Game-Changer

The most significant change in A10 is Amazon’s clear shift towards valuing traffic from outside the platform. This opens the door for savvy marketers to leverage off-Amazon strategies to gain an edge.

Driving traffic from trusted sources like:

• Social media ads (Facebook, Instagram, TikTok)
• Google Ads and SEO-optimized blogs
• Email marketing and newsletters
• Influencer marketing
• YouTube product reviews

All of these channels now play a larger role in influencing your Amazon rankings.

This approach aligns Amazon more closely with a typical search engine like Google, where broader digital marketing strategies can influence your organic visibility. It’s no longer just about playing within Amazon’s walls.

Amazon Attribution: The Hidden Weapon

To support this change, Amazon has introduced Amazon Attribution, a tool that allows sellers to track external traffic sources and how they contribute to conversions. This not only provides valuable data but also rewards sellers for generating off-site traffic that leads to sales.

Amazon Attribution lets you:

• Understand which external channels drive the most sales
• Optimize marketing budgets accordingly
• Improve rankings by bringing in high-converting traffic

However, you need to be Brand Registered to use this feature, so that should be a priority for every serious seller.

How to Optimize Your Strategy for A10

Here are actionable steps to align your Amazon strategy with the A10 update:

1. Build a Multi-Channel Marketing Funnel

Diversify your marketing efforts beyond Amazon. Invest in Meta Ads, TikTok campaigns, Google Ads, influencer collaborations, and even LinkedIn or Twitter if your target audience is active there.

2. Focus on Content Marketing

SEO-optimized blog posts, YouTube reviews, product tutorials, and long-form content can help generate organic traffic that eventually leads to Amazon conversions.

3. Strengthen Your Brand Presence

Register your brand on Amazon. Work on building a cohesive brand identity across your store, product listings, packaging, and social media platforms. This builds customer trust and boosts repeat purchases.

4. Use Email Marketing Effectively

Stay in touch with past customers through personalized email campaigns that link directly to your Amazon listings. Incentivize them with helpful product tips, updates, and exclusive deals.

5. Improve Product Listings Continuously

High-quality product images, persuasive copy, optimized keywords, and enhanced brand content (A+ Content) are still essential. A10 rewards listings that convert well, so never ignore the fundamentals.

6. Encourage Reviews and Manage Reputation

Follow up with customers to leave honest reviews. Monitor and respond to customer feedback promptly to maintain a positive brand image.

Common Mistakes to Avoid

With A10 in effect, certain outdated practices can now hurt your performance:

• Relying only on Amazon PPC
• Ignoring brand registration
• Not tracking external campaigns
• Keyword stuffing instead of meaningful content
• Having poor quality or outdated product images
• Failing to generate customer reviews

Avoiding these pitfalls will put you in a stronger position to succeed.

What This Means for Sellers in 2025

The A10 algorithm update is a signal that Amazon wants sellers to adopt modern digital marketing practices. It’s no longer enough to simply rank well through internal performance. Amazon now rewards sellers who bring added value to the ecosystem—through brand building, quality content, and external credibility.

This presents a powerful opportunity for marketers, agencies, and brand owners to integrate platforms and build a more holistic approach to selling.

Final Thoughts

The Amazon A10 algorithm is not just a minor update—it’s a strategic pivot. For brands, this is a chance to expand their reach and diversify traffic sources. For marketers, it’s an open invitation to apply cross-channel expertise and create powerful full-funnel strategies.

Success on Amazon in 2025 will be defined by those who understand how to drive quality traffic, nurture brand loyalty, and leverage external platforms to gain long-term momentum.

If you’re still relying solely on Amazon PPC or hoping to get by with basic SEO tactics, it’s time to evolve. The marketplace has changed, and the A10 algorithm is rewarding those ready to play a bigger, smarter game.

Umer Farooq
CEO, Commerxio