The Amazon A10 Algorithm Shift: Sellers Must Adapt Now

If you’ve been marketing on Amazon for any amount of time, you know that the platform is basically its own universe, with its own rules, ranking factors, and an algorithm that can make or break your sales overnight. 

Well, surprise! 

Amazon decided to shake things up yet again. Meet A10, the new and improved ranking algorithm, replacing its predecessor, A9. And this isn’t just some minor tweak — it’s a game changer. 

A key shift is that EXTERNAL TRAFFIC IMPACTS YOUR AMAZON RANKING. (Yes, that deserved all caps because this is not a drill.) 

So if you’ve been laser-focused on Amazon pay-per-click (PPC), keyword stuffing, and praying to the algorithm gods for a boost in organic ranking, it’s time to expand your strategy. The days of relying solely on Amazon’s internal ecosystem are over. Your success on Amazon is directly tied to your ability to drive traffic from outside platforms, which means Meta Ads, campaigns on short-form video platforms, influencer partnerships, and even good old-fashioned email marketing can all play a crucial role in boosting your Amazon presence. 

The A9 algorithm was primarily focused on Amazon-centric factors: 

• Sales velocity: More sales = better ranking. 

• Click-through rate (CTR) and conversion rate: If people clicked and bought, Amazon was happy. 

• Keyword relevance: SEO mattered, but mostly within Amazon’s walls. 

A10, on the other hand, is taking a more holistic view of a product’s credibility and desirability. While traditional ranking factors still matter, external traffic is now a major ranking signal. If your product is getting love from external sources — whether it’s a TikTok ad, a viral Instagram post, or an influencer review — it’s more likely to get a ranking boost. 

To make this external traffic strategy even more appealing, Amazon rolled out Amazon Attribution (beta). This tool lets brands track where their off-Amazon traffic is coming from, and — here’s the kicker — if those external sources drive sales, Amazon will actually reward you for it. 

To use Amazon Attribution, you need to: 

• Be Brand Registered on Amazon. 

• Sign up for the Amazon Attribution (beta) program to track external traffic sources. 

More on Amazon Attribution here. 

This shift is huge because it forces brands to think beyond Amazon’s ecosystem. It’s no longer just about optimizing your listings and running Amazon PPC — it’s about a full-funnel digital marketing approach that integrates platforms like: 

• Meta Ads (Facebook and Instagram): Run targeted ads that drive potential customers straight to your Amazon product page. 

• TikTok ads and influencers: The For You Page is basically an Amazon sales engine at this point. A well-placed TikTok ad or a viral video from an influencer can lead to a serious ranking boost. 

• Google Ads and SEO: Amazon now values direct traffic from search engines, making Google Ads a viable part of your Amazon strategy. 

• Email marketing and SMS: Driving your loyal customers to your Amazon listings can now pay off in organic rankings. 

Amazon’s A10 update signals a shift toward a more connected digital marketing landscape. Brands that embrace external traffic strategies will win big, while those still relying solely on Amazon PPC will likely struggle to compete. 

For marketers, this is an opportunity — a chance to step up and guide brands toward a smarter, more integrated Amazon strategy. It’s time to start thinking beyond the marketplace and leverage the entire digital ecosystem to drive results. 

Amazon just made digital marketing even more powerful. Now, it’s up to you to use it to your advantage.