Overview

Amazon’s A9 search engine decides which products appear on the first page of results, and the algorithm’s key signals are fully within a seller’s control. In a recent Helium 10 video, Brian Johnson outlined the most influential levers—keyword relevance, sales velocity, conversion rate, price, reviews, and listing quality—and showed how each can be tweaked to push a product higher in organic rankings. Mastering these factors lets sellers capture more traffic without relying solely on paid advertising.

Key Points

• Keyword Alignment — Using the exact phrases shoppers type into the search bar forms the baseline for a strong A9 score.
• Sales Momentum — A product that moves a high number of units in the last 30 days signals demand and earns a ranking boost.
• Conversion Efficiency — Listings that turn a larger share of page views into purchases are rewarded with better placement.
• Competitive Pricing — Prices that sit at or below the market average improve click‑through rates and can lift rankings.
• Review Volume & Sentiment — A larger pool of verified, positive reviews builds trust and influences the algorithm’s confidence.
• Listing Structure — Well‑crafted titles, concise bullet points, and fully populated backend keywords reinforce relevance and improve discoverability.

How A9 Ranking Works

1. Keyword Matching — When a buyer enters a query, A9 scans the title, bullet points, description, and backend fields for both exact and related terms. Example: A shopper searches “organic bamboo cutting board.” A listing whose title reads “Organic Bamboo Cutting Board – 12‑inch” receives a direct match, raising its relevance score.

2. Sales Performance Evaluation — The algorithm reviews recent sales data, favoring items that have sold more units in the past month. Example: Two identical cutting boards compete; the one that sold 150 units last 30 days outranks the one with only 30 units, even if their review counts are similar.