Amazon A10 Algorithm Explained - 3fin Weekly Briefing #20
Also this week: Amazon return processing fee charges, Prime Big Deal Days, Seller ratings tip
In this week’s newsletter, I dive into key updates on Amazon’s A10 algorithm, return processing fees, record-breaking Prime Big Deal Days, and tips to manage seller feedback - all designed to help you stay ahead in your Amazon business.
News of the Week
Amazon’s Return Processing Fee First Charges: In June, Amazon introduced a return processing fee for ASINs with return rates exceeding category-specific thresholds. Calculated over a rolling 3-month period, the first charges took effect in September. Sellers facing high return rates will now incur additional costs, making it crucial to manage returns effectively. To avoid fees, check out our detailed guide
Prime Big Deal Days Record Sales: Amazon’s Prime Big Deal Days, held on October 8 and 9, are on track to set new sales records. Millions of shoppers participated, with a notable surge in tech and home products. Preliminary data indicates that this year’s event could be one of the most successful Fall Prime Days, positioning sellers for significant growth heading into the holiday season.
Amazon Tests Seller Feedback Rating: Amazon is currently A/B testing a new interface that displays seller feedback ratings in organic search results. Previously, seller ratings had little impact on visibility, but this change could make maintaining a strong seller score (above 4.5) more crucial for rankings.
Subscribe and Save Dashboard Update: Amazon has revamped the "Subscribe and Save" dashboard, giving sellers more actionable insights. Key metrics like cancellation rates are now available, helping you fine-tune your discount strategies and better manage recurring subscriptions.
Deepdive: Unlocking the Power of Amazon’s A10 Algorithm
Amazon sellers often wonder how to improve product visibility. The key is understanding the Amazon A10 algorithm, which powers product search rankings. Here’s a breakdown of how it works and how you can use it to your advantage.
What is the Amazon A10 Algorithm?
The Amazon A10 algorithm is the system used by Amazon to determine how products rank in search results. Unlike its predecessor, A9, A10 emphasizes a broader range of factors beyond immediate sales metrics. Its primary focus is delivering relevant results to users, so it places more weight on customer satisfaction signals. Factors such as long-term sales performance, customer retention, and external traffic play a larger role in A10. For you, this means prioritizing not just product listings but overall brand presence and shopper engagement.
Key Factors in A10:
Relevance to the search query
External traffic (social media, blogs)
Conversion rates and sales history
Customer reviews and satisfaction metrics
How Does the Amazon A10 Algorithm Work?
The A10 algorithm evaluates numerous factors to rank products, aiming to show users the most relevant and popular products based on their search intent. It tracks how well your product matches a query through keyword relevance, but beyond that, A10 looks for deeper signals:
External Traffic: Amazon now values traffic from outside its ecosystem. Driving users to your Amazon listing from social media, blogs, or other channels can boost rankings.
Conversion Rates: A high conversion rate signals that people find your product appealing after clicking on it, increasing its chances of ranking well.
Customer Behavior: Repeat purchases, product listing engagement (clicks, time spent), and customer reviews are vital.
Sales Velocity: A10 favors products with steady sales momentum over short spikes.
What is the Difference Between Amazon A9 and A10?
The A9 algorithm primarily prioritized sales velocity and keyword relevance, meaning products that performed well in short bursts could rank highly. In contrast, A10 introduces several new dimensions that look beyond immediate sales to create a better customer experience. Here’s what sets A10 apart:
External Traffic: A9 barely accounted for traffic from external sources, while A10 rewards it.
Customer-Centric: A9 was more seller-focused, prioritizing sales; A10 balances both, placing emphasis on customer satisfaction.
Long-Term Signals: A10 favors sustained performance over short-term spikes. Steady sales, positive reviews, and loyal customers are all critical.
With A10, it's no longer just about hitting quick sales numbers - it’s about building a long-term relationship with Amazon shoppers and driving external traffic to your listings.
How to Improve Search Rank on Amazon A10 Algorithm?
To rank well under the A10 algorithm, you need to optimize several aspects of your Amazon strategy, both on and off the platform:
Keyword Optimization: Conduct extensive keyword research, including long-tail keywords, to ensure your product appears for the right searches.
High-Quality Images: Images that clearly showcase your product can increase clicks and conversions, directly impacting ranking.
External Traffic: Drive traffic from social media, email marketing, blogs, or influencers to your listings to show Amazon you’re actively promoting your product.
Customer Reviews: Encourage customers to leave positive reviews by providing excellent post-purchase service.
Consistent Sales Performance: Maintain steady sales momentum through promotions, discounts, and PPC campaigns.
Product Detail Optimization: Ensure your product title, bullet points, and description are rich with relevant keywords and compelling information to convert customers.
Conclusion
The Amazon A10 algorithm brings a holistic approach to product ranking, giving more weight to external traffic, long-term sales performance, and customer satisfaction. To improve your rank, it's crucial to build a consistent sales strategy, leverage off-platform traffic, and focus on engaging customers beyond the sale. The changes to A10 reward those who think beyond immediate conversions and aim for a sustainable, customer-focused approach.
By aligning with A10’s priorities, you’re not just optimizing for Amazon’s search engine - you’re also building a stronger, more loyal customer base.
Tip of the Week: Boost Your Seller Feedback
If you receive negative feedback related to issues caused by Amazon FBA (like shipping delays or fulfillment mistakes), you can submit a removal request directly to Amazon. Since you're not responsible for these issues, Amazon will remove the feedback quickly, often within hours. Stay on top of your seller feedback ratings by addressing FBA-related issues promptly - this helps maintain your seller rating and reputation!
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