Amazon SEO is the single most important lever for sustainable growth on the marketplace, and in 2026, it is more complex, more competitive, and more commercially critical than ever.
More than 66% of consumers now start their product search directly on Amazon, bypassing Google altogether. If your listings are not built to rank, you are invisible to shoppers who are already ready to buy.
Getting Amazon SEO right means understanding how Amazon’s algorithm evaluates and ranks your products, what signals it rewards, and how the rapid rise of AI-powered search is changing the rules.
This guide covers all of it, from the mechanics of the A9 and A10 algorithms to keyword research, listing optimisation, content strategy, and the practical steps that separate brands that rank from brands that do not.
As a full-service marketing agency Amazon brands rely on for growth, we have built and optimised thousands of listings across categories.
This is the approach we use.
What Is Amazon SEO and Why Does It Matter in 2026?
Amazon SEO is the process of optimising your product listings, so they rank as highly as possible within Amazon’s internal search results. Unlike Google SEO, which rewards content authority, backlinks, and domain reputation, Amazon’s algorithm is entirely focused on one thing: maximising the probability of a profitable transaction.
Amazon’s search engine is the starting point for the majority of purchase journeys online. When a shopper types a query into the search bar, the algorithm surfaces products it believes are most likely to convert. Your listing’s ability to appear at the top of those results, and to convince the shopper to click and buy, determines your organic revenue.
The stakes have risen significantly in 2026. Amazon advertising costs continue to climb year over year, making organic ranking a more commercially efficient growth channel than it has ever been. Brands that rank organically reduce their dependence on paid ads, lower their overall cost of sale, and build a sustainable competitive position on the marketplace. Those that neglect it pay for every single click.
The Amazon A9 and A10 Algorithm: What You Need to Know
To execute a strong Amazon SEO strategy, you need to understand the search algorithm that powers it. Amazon’s algorithm has evolved significantly over the years, and in 2026, the version most sellers refer to as A10 is the dominant framework shaping how products rank.
The A9 Algorithm: The Foundation
Amazon’s A9 algorithm was the original search engine that powered the marketplace for over a decade.
Its core logic was relatively straightforward: match search queries to product listings based on keyword relevance, then rank those matches according to sales velocity and conversion history.
The more you sold for a given keyword, the higher you ranked for it.
A9 rewarded sellers who understood keyword placement and who could drive early sales momentum through advertising or promotions. It was a system that, while effective, was also gameable.
Keyword stuffing, review manipulation, and aggressive discounting were common tactics that artificially inflated rankings. Amazon’s response was to evolve the algorithm into something far more sophisticated.
The A10 Algorithm: A Customer-First Ranking System
The A10 algorithm represents a fundamental shift in how Amazon decides what products to show shoppers. Rather than relying primarily on historical sales data and keyword matching, A10 uses a broader, more dynamic set of signals to assess whether a listing is genuinely the best result for a given query. The goal is no longer just relevance. It is customer satisfaction.
The A10 algorithm evaluates listings across three core dimensions:
Relevance signals: Does the listing match the intent behind the search query? This includes keyword placement in the title, bullet points, product description, and backend search terms, as well as correct categorisation and compliance with Amazon content policies.
Catalogue health and operational readiness: Is the listing in a fit state to sell? Valid GTINs, high-resolution images, A+ content, compliance with category-specific style guides, and absence of policy violations all contribute to this dimension.
Performance metrics: How well has the listing converted historically? Conversion rate, click-through rate, sales velocity, return rate, review volume and sentiment, Prime eligibility, and fulfilment reliability all feed into A10’s performance assessment.
One of the most important distinctions between A9 and A10 is the weight given to external traffic. A10 actively rewards ASINs that receive converting traffic from outside Amazon, such as from Google Ads, social media, or email marketing. When external visitors arrive and purchase, the algorithm interprets this as a signal of strong market demand and boosts organic visibility accordingly. This is one of the reasons a joined-up Amazon strategy, combining SEO, advertising, and off-platform traffic, delivers outsized results.
The Rise of COSMO and Amazon's AI Search Layer
Alongside the A10 algorithm, Amazon has been rolling out two significant AI-powered systems that are reshaping Amazon SEO strategy: COSMO and Rufus.
COSMO is Amazon’s semantic knowledge graph. Where A10 matches keywords, COSMO understands context.
It interprets the relationships between products, attributes, and customer intent, so a search for “camping shoes” triggers results for products associated with “waterproof,” “grip,” and “lightweight” even if those words are absent from the query. COSMO rewards listings that cover the full semantic context of a product, not just the core keyword.
Rufus is Amazon’s generative AI shopping assistant. By late 2024, it was handling 274 million daily queries across the platform. According to Amazon, 250 million shoppers have now used Rufus, with monthly active users growing 140% year over year.
The critical commercial insight is this: customers who engage with Rufus during their shopping journey are 60% more likely to complete a purchase.
In May 2026, Amazon rebranded Rufus as Alexa for Shopping, giving it deeper integration into the core search experience.
For sellers, this means Amazon SEO now requires optimising for two parallel systems simultaneously: the traditional keyword-based A10 algorithm and an AI layer that evaluates intent, context, and the quality of the answers your listing provides.
Listings written purely for keyword matching are already losing ground.
Want expert help with your Amazon ranking strategy? We build and optimise listings that rank on page one and convert.
Keyword Research for Amazon SEO: How to Do It Properly
Keyword research is the foundation of every effective Amazon SEO strategy. Without a clear picture of what shoppers are actually searching for, even the best-written listing will fail to rank for the right terms.
In 2026, keyword research for Amazon goes beyond finding high-volume terms. It involves understanding search intent, mapping keywords to the correct listing fields, and identifying long-tail opportunities your competitors are overlooking.
Start with Seed Keywords and Expand
Begin by identifying your core seed keyword: the broadest, most direct description of your product. From there, use a dedicated Amazon keyword research tool to generate a full keyword universe.
Tools such as Helium 10 Cerebro, Jungle Scout Keyword Scout, and Brand Analytics within Seller Central are the most reliable options for extracting accurate Amazon search data.
The key metric to focus on is search volume within Amazon itself, not Google. Search behaviour on the two platforms differs significantly.
A term that drives high Google traffic may be almost entirely informational, while the equivalent Amazon query is transactional and conversion driven.
Your keyword research for Amazon should be grounded in what shoppers’ type when they are ready to buy, not when they are looking for information.
Prioritise Long-Tail Keywords
Short-tail keywords such as “running shoes” or “coffee maker” carry enormous search volume but ferocious competition.
The top three results for highly competitive terms capture the majority of clicks, and breaking into those positions without an established sales history is extremely difficult.
Long-tail keywords, such as “waterproof running shoes for flat feet” or “compact coffee maker for small kitchens,” have lower individual search volume but far higher purchase intent.
Shoppers using long-tail queries know exactly what they want. They convert at significantly higher rates, and the competition for those terms is typically much lower.
A strategy that systematically wins long-tail rankings compounds into meaningful organic revenue over time.
Reverse ASIN Research
One of the fastest ways to build a relevant keyword list is to reverse-engineer the keywords your best-performing competitors already rank for.
By entering a competitor’s ASIN into a tool like Helium 10 or SellerSprite, you can extract the full keyword set that ASIN is indexed for.
This tells you which terms are driving their visibility, surfaces long-tail opportunities you might have missed, and provides a clear picture of the competitive keyword landscape.
Map Keywords to the Right Listing Fields
Not all keywords carry equal weight in all fields. Your highest volume, most commercially relevant keyword belongs in the product title, ideally within the first 80 characters where it is visible on mobile devices.
Secondary keywords with strong search volume go in the bullet points.
Long-tail variations and synonyms that do not fit naturally into the visible copy belong in the backend search terms.
The A10 algorithm reads each field differently, and placing keywords in the wrong location wastes their ranking potential.
Amazon Listing Optimisation: The Complete Breakdown
Amazon listing optimisation is the practical application of your keyword research. Every element of your product detail page contributes to both ranking and conversion, and getting each one right requires a clear understanding of what the algorithm is looking for and what actually drives shoppers to buy.
Product Title Optimisation
Your product title is the single most powerful ranking signal in your entire listing. It is the first field the A10 algorithm indexes, the first thing shoppers read in search results, and the first thing the AI layer evaluates.
Getting the title right is non-negotiable.
Best practices for Amazon title optimisation in 2026:
- Lead with your primary keyword in the first 80 characters. This ensures visibility on mobile devices and maximises relevance for your most important search term.
- Follow a logical structure: Brand + Primary Keyword + Secondary Keyword/Feature + Key Attributes (size, colour, material, quantity).
- Write for humans, not the algorithm. COSMO and Rufus reward natural, readable language. Keyword-stuffed titles hurt click-through rate and are penalised by the AI layer.
- Stay within the 200-character limit applicable to most categories. Titles truncated beyond this point lose keyword coverage.
- A/B test variations to identify which structure drives the best click-through rate for your specific ASIN and category.
Bullet Point Optimisation
Bullet points are where Amazon listing optimisation shifts from ranking to conversion. They are the primary vehicle for communicating your product’s features and benefits to a shopper who is deciding whether to buy. The key is to lead with the benefit and follow with the feature, not the other way around.
Amazon only indexes the first 1,000 bytes of bullet point content, so prioritise your most commercially relevant keywords in the opening bullets.
Each bullet should address a specific buyer question, objection, or use case. Address sizing, compatibility, durability, and anything that commonly appears in negative competitor reviews.
Keep the language natural and specific. Vague bullets do not convert and are not surfaced effectively by the AI layer.
Product Description and A+ Content
The product description field allows up to 2,000 characters of copy.
For brands with Brand Registry, this is superseded by Amazon A+ content, which replaces the description with rich visual modules and is significantly more effective for conversion.
Amazon reports that A+ content lifts conversion rates by up to 7.8% on average, with Premium A+ delivering even higher uplifts.
A+ content is also read directly by the AI layer.
Rufus and COSMO crawl your A+ modules, brand story sections, comparison tables, and FAQ content to extract context and answer shopper questions.
This means A+ content is no longer just a conversion tool. It is a discovery tool.
Brands that build thorough, well-structured A+ pages are feeding the AI with the information it needs to recommend their product.
Practical A+ content priorities for 2026:
- Complete the brand story module with information about who you are, why you made the product, and what makes it different.
- Include a product comparison table comparing your own range. This helps Rufus answer “which one should I buy” questions.
- Add an FAQ module that addresses the questions shoppers most commonly ask about your product category.
- Use lifestyle imagery that shows the product in realistic use-case scenarios. The AI uses image context to understand product relevance.
- Ensure all text on infographics uses clean, standard fonts. Rufus uses OCR to scan image text and cannot reliably read stylised or cursive typography.
Backend Search Terms
Amazon backend keywords are invisible to shoppers but indexed by the A10 algorithm. This 249-byte field is where you capture every commercially relevant term that did not fit naturally into your visible listing copy.
Key rules for backend keyword optimisation:
- Use every byte available. Many sellers leave significant discoverability on the table by under-utilising this field.
- Do not repeat keywords already present in your title or bullets. Amazon indexes them once. Repetition wastes character allowance.
- Include synonyms, abbreviations, and common misspellings relevant to your product. These are terms shoppers use but that you could not include naturally in your visible copy.
- Separate words with spaces, not commas. Amazon reads the backend field as individual tokens, not phrases. The word “for” in “pillow for side sleepers” is redundant. Use “pillow side sleepers” instead.
- Never include competitor brand names. Amazon suppresses these and including them puts your account at risk of a policy violation.
Content Optimisation: Writing for the Algorithm and the Shopper
The most common mistake brands make with Amazon content is writing for the algorithm while forgetting the shopper or writing for the shopper while ignoring the algorithm. In 2026, the two objectives have converged.
A10, COSMO, and Rufus all reward content that reads naturally, answers real questions, and connects product features to outcomes that matter to the buyer.
Benefits Over Features
Features explain what a product is. Benefits explain why it matters. A memory foam pillow with a cooling gel layer is a feature.
A pillow that keeps you cool through the night and reduces morning neck stiffness is a benefit. Shoppers buy outcomes, not specifications. Your listing copy should lead with the outcome and use the feature to substantiate it.
This approach also aligns directly with how the AI layer evaluates listings. Rufus and COSMO are trained to match products to intent-based queries.
A shopper asking “what’s the best pillow for hot sleepers” will be served listings that answer that question directly.
If your copy says “cooling gel memory foam” but never connects that feature to the benefit of sleeping cool, the AI has less confidence recommending you.
Optimising for AI Discovery
Optimising for Amazon SEO 2026 means treating your listing as a document that answers questions, not a keywords page. The practical shift is this: instead of asking “which keywords should I include?”, ask “what questions is my target customer asking, and does my listing answer them?”
Action steps for AI optimisation:
- Review the Q&A section of your listing and your top competitors’ listings. The questions shoppers ask reveal exactly what Rufus will look for when recommending products.
- Ensure your listing copy explicitly addresses common use cases, compatibility, and any concerns that frequently appear in competitor negative reviews.
- Fill in every structured product attribute field Amazon provides for your category. COSMO relies heavily on structured data to match listings to intent-based queries. Missing attributes are missed ranking opportunities.
- Write copy that connects features to specific scenarios. “High-abrasion rubber sole engineered for concrete and asphalt durability” performs better than “rubber sole” because it answers the implicit question: will this last on hard surfaces?
- Allow 7 to 14 days after making listing changes before assessing impact on AI-driven discovery. The COSMO knowledge graph updates more slowly than the standard A10 keyword index. See Amazon’s Brand Analytics for tracking performance.
Images as an SEO and Conversion Asset
Product images contribute to ranking indirectly but powerfully, by driving the click-through rate and conversion rate that A10 treats as primary performance signals.
In 2026, images have an additional dimension: Rufus uses optical character recognition to read text on your images, including certifications, ingredient lists, size charts, and comparison graphics.
Treat your image gallery as an extension of your copy. Infographics should cover the features and benefits your bullets address.
Lifestyle images should show the product in the specific use-case scenarios your target customer relates to.
Comparison charts should address the questions shoppers ask when deciding between options.
Text on images should use clean, standard fonts that the OCR layer can reliably parse.
Looking to improve your Amazon listing content and rankings? Our SEO and copywriting team delivers keyword-led, conversion-optimised listings built for the A10 algorithm.
Amazon Ranking Factors: What Actually Moves the Needle
Understanding the Amazon ranking factors that carry the most weight in 2026 allows you to prioritise the right activities and avoid wasting effort on tactics that no longer deliver returns.
Conversion Rate
Conversion rate is the single most influential performance signal in A10.
It measures the percentage of shoppers who view your listing and go on to make a purchase.
A high conversion rate tells the algorithm that your product satisfies the query and that shoppers trust it enough to buy.
Listings with strong conversion rates consistently outrank competitors with weaker conversion metrics, even when the latter have more reviews or more aggressive pricing.
Every element of your listing affects conversion rate: title clarity, image quality, bullet point persuasiveness, review volume, price competitiveness, and A+ content depth. Conversion rate optimisation is therefore inseparable from Amazon SEO strategy.
Sales Velocity
Sales velocity refers to the rate at which your product sells over time. A product generating consistent, growing sales signals to A10 that there is sustained demand.
Velocity matters both at launch, where early sales momentum is critical for establishing initial ranking positions, and over the long term, where maintaining consistent sales protects and builds those positions.
Tactical use of Amazon PPC to drive early sales velocity remains one of the most effective levers for accelerating organic rank.
Click-Through Rate
Click-through rate measures how often shoppers click your listing when it appears in search results.
A low CTR signals that your title, main image, or price is not compelling enough relative to the other results on the page.
CTR improvements, particularly to the main product image, can produce rapid ranking gains because A10 interprets higher CTR as evidence that your listing is more relevant or appealing than competitors.
Customer Reviews
Review volume, recency, and sentiment all feed into A10’s ranking assessment.
Products with a consistent stream of recent, positive reviews outperform those with older or thinner review profiles.
Beyond volume, A10 analyses the content of reviews. Products with reviews that mention specific use cases are more likely to be surfaced for intent-based queries by the AI layer.
Proactively managing your review acquisition strategy through Amazon Vine, the Request a Review button, and product inserts is a core part of any serious Amazon SEO programme.
Return Rate
Return rate is one of the Amazon ranking factors most sellers underestimate.
A high return rate, particularly one driven by “not as described” or “poor quality” reasons, is a direct negative signal to A10.
The algorithm interprets frequent returns as evidence that the listing is misleading or the product is failing to meet expectations.
A return rate above your category average will suppress visibility regardless of how well the rest of your listing is optimised.
Accurate listing copy, honest imagery, and a product that delivers on its promises are not just ethical requirements. They are ranking requirements.
Inventory Availability and Fulfilment
Consistent stock availability and fast, reliable fulfilment are fundamental to maintaining ranking.
Stockouts reset ranking positions and require significant effort to rebuild.
Products fulfilled by Amazon (FBA) receive a ranking advantage because Prime eligibility and next-day delivery options increase conversion rates, which in turn feeds A10’s performance assessment.
Managing inventory proactively is not just an operational function. It is an SEO function.
Amazon SEO and PPC: How They Work Together
Amazon PPC and Amazon SEO are often treated as separate disciplines, but the most successful brands on the marketplace treat them as a single, integrated system.
The relationship between the two is direct: paid advertising drives sales velocity, and sales velocity drives organic ranking.
When you launch a new product, it has no sales history and no organic ranking. Without ranking, it receives no organic traffic. Without organic traffic, it generates no sales.
Amazon PPC breaks this circular dependency by placing your product in front of relevant shoppers immediately, generating the initial sales data that A10 needs to begin building your organic position.
As organic ranking strengthens over time, the return on ad spend from PPC improves, because you are paying for clicks on keywords where you are beginning to rank organically.
The combined traffic effect compounds, and over time, brands that execute this flywheel effectively reduce their paid advertising dependency while maintaining or growing their total sales volume.
For brands working with a marketing agency Amazon specialists manage, the integration of PPC and SEO strategy within a single team is one of the clearest advantages.
Every keyword that converts in PPC informs the SEO keyword strategy, and every organic ranking gain feeds back into PPC bid efficiency.
How to Rank on Amazon: A Practical Action Plan
How to rank on Amazon is the question every seller and brand is trying to answer.
The answer, in 2026, is a combination of technical optimisation, content quality, performance management, and strategic advertising.
Here is the framework we apply across the brands we work with.
- Conduct thorough keyword research using reverse ASIN lookup and dedicated tools. Build a prioritised keyword list mapped to the correct listing fields.
- Optimise your product title with the primary keyword in the first 80 characters, following a logical structure that reads naturally and communicates key attributes.
- Write benefit-led bullet points that address the top five questions a buyer has before purchasing, covering use cases, objections, and trust signals.
- Build A+ content that covers brand story, product comparison, FAQ, and lifestyle imagery. Write for both human shoppers and the AI layer.
- Populate backend keywords with all 255 bytes of synonyms, abbreviations, and long-tail terms not present in your visible copy.
- Launch with Amazon PPC across Sponsored Products and Sponsored Brands to generate early sales velocity and feed the ranking algorithm.
- Drive external traffic from Google, social, or email to your listings where possible. A10 rewards converting external traffic with a ranking multiplier that internal PPC cannot replicate.
- Build reviews through Amazon Vine and the Request a Review button. Monitor your NCX rate and return rate weekly. Address listing accuracy issues before they compound into ranking penalties.
- Audit and update listings quarterly. Amazon SEO is not a one-time activity. Consumer search behaviour shifts, competitors update their listings, and the algorithm continues to evolve. Treat optimisation as a continuous process.
Amazon FBA SEO: Specific Considerations for FBA Sellers
Amazon FBA SEO carries a structural advantage that is worth understanding.
FBA products are Prime-eligible by default, which means they qualify for next-day and same-day delivery.
Amazon’s algorithm actively prioritises Prime-eligible listings because the fast fulfilment option increases conversion rates, which in turn strengthens the performance signals A10 values most.
For FBA sellers, this means the ranking foundation is strong from the start. The challenge is to build on it with the keyword, content, and review strategy outlined above, while managing inventory levels carefully to avoid the stockout penalties that will rapidly erode the ranking positions you have worked to build.
One area FBA sellers should monitor closely is the Negative Customer Experience (NCX) dashboard in Seller Central. The NCX score tracks return rates, refund requests, and negative contact reasons at the ASIN level.
Products with NCX rates above the category average face algorithmic suppression, and that suppression can occur even when keyword optimisation and content quality are strong.
Product quality and accurate listing copy are, ultimately, ranking requirements as much as they are customer service requirements.
Common Amazon SEO Mistakes to Avoid
Across the hundreds of accounts and thousands of listings we have worked on, these are the most common Amazon SEO mistakes that cost brands ranking positions and revenue.
- Keyword stuffing titles and bullets. A10 does not reward keyword density, and COSMO and Rufus actively penalise listings that sacrifice readability for keyword volume. Write for humans first.
- Ignoring mobile optimisation. Over 70% of Amazon shoppers browse on mobile. If the critical information in your title is cut off beyond 80 characters, or your images do not render clearly on a small screen, you are losing clicks.
- Under-utilising backend keywords. Leaving the backend search term field partially populated is leaving discoverability on the table. Use every byte.
- Treating A+ content as optional. For any brand with Brand Registry, A+ content is one of the highest-return optimisations available. Brands that skip it are conceding conversion rate and AI visibility to competitors who do not.
- Setting and forgetting. Amazon SEO is not a one-time project. Quarterly audits of your keyword ranking, conversion rate, and listing content are the minimum cadence for brands serious about maintaining and growing organic visibility.
- Ignoring return rate signals. High return rates silently suppress rankings. Monitor your NCX data, read the return reasons, and address listing inaccuracies immediately.
How a Marketing Agency Amazon Brands Use Can Accelerate Results
Building a comprehensive Amazon SEO programme requires expertise across keyword research, listing copywriting, content strategy, technical catalogue management, advertising, and performance analytics.
For most brands, executing all of these functions in-house is not realistic, which is why working with a specialist marketing agency Amazon brands trust delivers a significant competitive advantage.
A specialist agency brings three things that are difficult to replicate in-house: category-level data across hundreds of accounts, a team of specialists who do this work every day, and an integrated approach that treats SEO, advertising, creative, and catalogue health as a single growth system rather than separate activities.
At Push-Pull, we have built page-one rankings and category leadership for brands across consumer electronics, homeware, beauty, sports, drinks, and more.
From initial keyword strategy and listing builds to ongoing optimisation and performance tracking, our SEO team operates as a dedicated Amazon department for the brands we work with.
You can explore our case studies to see the results we have delivered.
Frequently Asked Questions
What is the difference between the A9 and A10 algorithms?
The A9 algorithm ranked products primarily based on keyword relevance and historical sales velocity. The A10 algorithm builds on this with a broader, more dynamic set of signals including conversion rate, click-through rate, return rate, external traffic, and AI-interpreted customer intent. A10 is more customer-centric and harder to game than A9.
How long does it take to see results from Amazon SEO?
Initial ranking improvements for long-tail keywords can appear within a few weeks of optimising a listing, particularly when supported by PPC advertising to generate early sales velocity.
Competitive head terms may take several months to build organic ranking for. The most important mindset is to treat Amazon SEO as a continuous, compounding investment rather than a one-time fix.
Are backend keywords still important in 2026?
Yes. Backend search terms remain one of the most under-utilised fields in Amazon listing optimisation.
They allow you to capture discoverability for synonyms, abbreviations, long-tail terms, and alternate descriptions that would not fit naturally into your visible copy. Use all 249 bytes.
Does A+ content affect Amazon SEO?
A+ content does not directly impact keyword ranking in the traditional sense, but it has a powerful indirect effect by improving conversion rate, which is a primary A10 ranking signal.
In 2026, A+ content also feeds the AI discovery layer, as Rufus and COSMO read A+ modules to understand product context and answer shopper questions.
How does Amazon Rufus affect organic rankings?
Rufus, now rebranded as Alexa for Shopping, does not replace the A10 ranking system but operates as a layer above it.
Products recommended by Rufus see significantly higher conversion rates.
Optimising your listing for natural language, detailed product attributes, and answer-based content increases the likelihood of being surfaced by the AI layer for relevant queries.
Ready to take your Amazon SEO seriously? Our team builds ranking strategies that compound into sustainable, profitable growth.
Push-Pull is a full-service Amazon agency helping ambitious brands scale profitably across the marketplace. Explore our services or view our case studies to find out how we work.
