Let’s be real: Selling on Amazon can feel like a game where the rules keep changing.
One day, your product is ranking on the first page. The next? It’s buried under a sea of competitors.
The worst part? You don’t even know why. This is one of the biggest challenges with advertising on Amazon.
Here’s the truth: Amazon’s A9 algorithm isn’t a mystery. It’s a system—one that rewards products based on three key factors:
- Sales Velocity – How quickly your product sells.
- Click-Through Rate (CTR) – How many shoppers click your listing.
- Session Duration – How long they stay on your page.
Master these, and you’ll unlock Amazon’s ranking flywheel—the cycle that keeps successful products soaring to the top.
Let’s break it all down.
How The Amazon A9 Algorithm Really Works
Most sellers treat Amazon’s ranking system like Google’s.
Big mistake.
Google ranks pages based on relevance, keywords, and backlinks. Amazon? It ranks products based on sales and profitability.
Amazon doesn’t care how well your product matches a search query—it cares how well your product sells.
Think of it like this:
- If your listing gets clicks but no purchases, Amazon lowers your rank.
- If your product sells consistently, Amazon pushes it higher.
- If people engage with your page—reading bullet points, watching videos—Amazon sees that as a signal that buyers are interested.
It’s all about maximizing revenue. Amazon wants to show products that are most likely to convert.
If you want higher rankings, forget about keyword stuffing. Optimize for conversions.
Quick Tip:
Before you even think about keywords, ask yourself:
- Does my listing grab attention?
- Is my product priced competitively?
- Do I have strong reviews that build trust?
These factors matter far more than just ranking for a search term.
Sales Velocity: Amazon’s #1 Ranking Factor (And How to Boost It Fast)
What is Sales Velocity?
Sales velocity is just a fancy way of saying how fast you’re selling.
Amazon tracks:
- How many units you sell.
- Over what time period.
- Compared to your competitors.
The faster your product sells, the higher Amazon ranks you.
Why Sales Velocity Matters
Amazon’s algorithm thrives on momentum.
If your product starts selling fast, Amazon assumes:
- Shoppers love it.
- It’s converting well.
- It deserves more visibility.
And here’s the kicker: The higher your ranking, the more sales you get.
It’s a snowball effect. Once your listing gains traction, it’s hard for competitors to catch up – this is just one way you can beat your competitors.
How to Boost Sales Velocity Without Waiting Months
Run time-sensitive promotions.
Lightning Deals, coupons, and discounts spike your sales, which tells Amazon, “This product is in demand.” Even if you take a short-term profit hit, the ranking boost pays off in the long run.
Send external traffic to your Amazon listing.
Amazon rewards sellers who bring in customers from outside sources like Google, social media, and email lists.
Leverage Amazon’s Vine Program.
Early reviews boost trust, increase conversions, and drive initial sales velocity. If you’re launching a new product, this is a must.
Sales velocity isn’t just about one-time spikes. It’s about keeping your sales consistent.
Click-Through Rate (CTR): How to Get More Shoppers to Click Your Listing
Getting to page one is useless if no one clicks on your listing.
And that’s where CTR (Click-Through Rate) comes in.
CTR is the percentage of shoppers who click on your product after seeing it in search results.
A low CTR tells Amazon:
- Your listing isn’t appealing.
- It’s not compelling enough.
- It deserves to rank lower.
Amazon only wants listings that grab attention at first glance.
What Kills Your CTR (And How to Fix It)
Bad product images.
Your main image is the first thing shoppers notice. If it’s low quality, blurry, or poorly lit, you’re losing clicks.
Fix it: Invest in professional photos with high resolution and proper lighting. Test different angles to see what gets the most engagement.
Keyword-stuffed, boring titles.
Shoppers don’t care about an SEO-optimized title if it reads like a jumbled mess.
Fix it: Make it clear, benefit-driven, and readable. Example:
- Bad: “Wireless Bluetooth Headphones, Noise-Canceling, 40-Hour Battery, Deep Bass, Black”
- Good: “Noise-Canceling Wireless Headphones | Black with Bluetooth, 40-Hour Battery, Deep Bass”
Uncompetitive pricing.
If your product is significantly more expensive than competitors, shoppers won’t click.
Fix it: Stay within 5-10% of the top sellers in your category.CTR is your first battle. Win the click, and you’re halfway to a sale.
Session Duration: The Secret to Keeping Buyers Engaged
Getting clicks is one thing. But what happens after shoppers land on your page?
If they immediately leave, Amazon sees that as a bad sign.
Think about it: If people bounce quickly, Amazon assumes your listing isn’t what they were looking for, so they push it down.
The key is to keep them engaged.
How to Increase Session Duration
Add a product video.
Top-selling Amazon products include a video. Shoppers want to see a product in action before they buy.
Write bullet points that sell.
Boring, text-heavy descriptions turn shoppers away. Make your bullet points scannable, benefit-driven, and engaging.
Answer buyer questions before they ask.
Check your competitors’ Q&A section. What are shoppers worried about? Address those concerns directly in your listing.
The longer people stay, the higher Amazon ranks you.
The Winning Amazon Ranking Strategy (How It All Fits Together)
Amazon’s A9 algorithm is not random. It follows a clear formula:
- Improve CTR: Get more clicks with better images, titles, and pricing.
- Increase conversion rate: Optimize your listing to turn visitors into buyers.
- Boost sales velocity: Drive promotions, external traffic, and consistent sales.
- Extend session duration: Keep shoppers engaged with A+ content, videos, and strong descriptions.
The result?
A ranking boost that snowballs over time.
Final Action Plan (Do This Today)
- Audit your main image. Does it stand out?
- Rewrite your title. Is it clear, compelling, and keyword-rich?
- Check your pricing. Are you competitive?
- Test different bullet points. Do they sell the benefits?
- Add a product video. If you don’t have one, create one now.
Stop Guessing. Start Ranking.
Amazon’s A9 algorithm isn’t a mystery, it’s a system designed to reward the best-selling, most engaging listings.
Stop throwing up random listings and hoping for the best. Start optimizing strategically.
The sellers who master CTR, conversions, and sales velocity don’t just survive on Amazon. They dominate it.
Now go implement these changes and watch your rankings climb. Or, if you’d rather have a results-driven Amazon ads agency handle it for you, get in touch with us today.
