In recent years, Amazon has developed from a pure marketplace into a powerful product search engine. The goals of Google and Amazon differ: Google primarily wants to provide information and therefore rates user loyalty highly, while Amazon wants to show users suitable products immediately. In times of the A10 algorithm and the future COSMO integration, this means for you as a seller that you must not only fill your product pages with keywords, but also understand the customer's desire to buy. Relevance, buyer behavior and external signals play an increasingly important role in this. This guide shows you in a practical way how you can optimize your Amazon listings in 2025.
Amazon officially uses the A9 algorithm, but in practice it is increasingly referred to as A10, a further development that focuses more strongly on customer experience and external signals. In addition to classic factors such as keyword relevance and sales performance, the algorithm takes greater account of:
The most important factors that the A10 algorithm takes into account can also be summarized in a few sentences:First of all, relevance is crucial - the closer your products are to the search terms and the better the title, descriptions and backend keywords are matched to them, the higher your product will appear. The sales history is also important: stable sales figures and a healthy sales rate increase visibility in the long term. A third aspect is customer engagement: high click and conversion rates as well as good ratings show the algorithm that customers are satisfied with your product.
Pricing also plays a role; competitive prices make your offer more attractive and improve rankings. Also pay attention to your stock - products that are always available are more likely to be favored, while stockouts can lead to ranking losses. The algorithm also rewards positive external signals, for example if your product is perceived positively in social media, blogs or on Google. Seller authority is also taken into account: High ratings as a seller, fast deliveries and low return rates improve your position. If you use FBA for shipping, you benefit from Prime shipping and increased customer satisfaction, which also has a positive impact. Finally, listings that are optimized for mobile users - i.e. easy to read and use on smartphones - are given preferential treatment by Amazon.
Another trend is the use of artificial intelligence. Amazon's COSMO system is testing AI-based, contextual search results. The algorithm now evaluates context and user intent; keyword density alone is of little use. That's why your product texts should be naturally readable and answer real questions.
Keywords remain the basis for visibility. However, do not rely on rigid lists, but incorporate relevant search terms organically. The following strategies will help you:
Choose search terms with a strong purchase intent and also use specific variants (e.g. "Japanese damask kitchen knife" instead of just "kitchen knife"). The more targeted the keyword, the higher the conversion probability.
A clear title helps the search engine and customers. For most categories, the title may contain a maximum of 200 characters including spaces. Amazon prohibits decorative special characters and advertising such as "free shipping" in the title. Use the available space efficiently:
Amazon enables additional search terms in the background ("search terms"). These are invisible to customers, but are recorded by the algorithm. Space is limited - often to 250 characters. Use alternative spellings, synonyms and foreign languages, avoid commas or filler words and also cover potential incorrect entries.
Product photos influence both click rates and conversion rates. Amazon has clear guidelines: Photos must be at least 1000 × 1000 pixels in size, have a white background and the product should take up at least 85% of the image. If your listing does not meet these requirements, it may be suppressed.
Tips for visual content:
Reviews and seller performance are decisive ranking factors. The A10 algorithm analyzes the quality of reviews and helpful votes, not just their number. Authentic and detailed reviews with "helpful" votes weigh more heavily. Therefore, collecting reviews should be part of your strategy:
Also look for a low order defect rate (ODR) and high seller ratings. These metrics flow directly into visibility.
The A10 algorithm values external traffic more than before. Products that receive qualified visitors via Google, blogs, social media or influencers rise in the rankings. It's not just the quantity that counts, but the quality of the visitors - they should also convert.
How to use external traffic effectively:
Stable stock levels are essential, as frequent stockouts are penalized by the algorithm. Plan and synchronize your stocks across all sales channels. Modern tools use predictive analytics to take demand, seasonal trends and advertising campaigns into account. The Fulfillment by Amazon (FBA)program offers benefits: Prime shipping increases sales, which leads to better rankings. Amazon also takes care of storage, shipping and customer service.
More and more customers are shopping via smartphone or voice assistant. A10 evaluates the mobile user experience separately. Make sure that titles and images are easy to read even on small screens and that important information remains immediately recognizable. For voice search, you should include naturally formulated long-tail keywords that correspond to the language usage.
A competitive price signals to the algorithm that your offer is attractive. Products with a good price-performance ratio rank better. Use price monitoring tools and adjust your prices dynamically. Discounts, coupons and "Subscribe & Save" offers increase sales and also improve the organic ranking through increased sales velocity.
Amazon SEO has become more complex in 2025, but offers enormous opportunities. The A10 algorithm rewards products that are relevant, customer-oriented and trustworthy. In addition to keywords, high-quality content, external signals, positive reviews, stable stock levels and excellent customer experience count. Act ethically and for the long term - tricks like keyword spam or buying reviews are recognized and lead to penalties. Stay informed about algorithmic changes and adjust your strategy regularly. With the methods presented in this guide, you can be at the top of Amazon search results and sell successfully in the long term.
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