A10 favors your positioning on Amazon based largely on the relevance and performance of sales, but it takes into account more factors.

Considering that many consumers use the Amazon platform as a search engine for information and products, SEO has become a key element to get your services or products to occupy the first search results and for your sales to skyrocket. Like Google, Amazon also has its own SEO algorithm to position products: A10.

It is well known that appearing in the first results of a search generates a greater amount of traffic to your website. In fact, according to a study by the Backlinko platform regarding Google search results, only 0.63% of users clicked on the results on the second page. Although the data regarding Amazon may vary, Google's figure makes us aware of how important it is to know A10 and how to make it work for us.
A10, Amazon's SEO algorithm

Until 2021, the retail giant used the A9 version of its algorithm, which placed great importance on sales conversions and seller earnings, thus ranking brands with better conversion data more favorably. Other factors it considered were search text match relevance, price, availability, and sales speed.

In addition to this, it heavily considered keyword relevance by analyzing customer comments and CTR, which ended in an excess of keywords.

For its part, the A10 algorithm focuses on showing the most accurate results, based largely on sales relevance and performance. It also considers front-end keywords, back-end keywords, customer reviews, sales speed, sales history and seller authority, conversion rates, and click rates.

The A10 algorithm seeks to combine programmatic metric analysis with human perception to understand the user's intention and the relevance of the product. Rufus, the AI ​​assistant, has changed the rules of the game for A10

The arrival of AI and Rufus, Amazon's AI-powered conversational assistant, has brought a new challenge at the SEO level. Rufus works by applying machine learning and a large knowledge base about Amazon, which helps it improve its responses and product recommendations based on user requests.

This paradigm shift means that Amazon sellers no longer only have to worry about doing good SEO or investing well in ads to position themselves on the platform, but they will have to further refine their strategy when it comes to predicting user behavior when consulting Rufus. Conversations with the chatbot will not be concise searches, but conversations in natural language that can provide new nuances in addition to the relevant keywords.

Although Rufus is not yet active in Spain, it is important to gather the necessary information about its operation so that, once it lands in the country, you are prepared to adapt the SEO strategy on Amazon to it. How to please A10 and improve SEO on Amazon

Improving SEO on Amazon is possible if we take into account a series of good practices that will help us appear well positioned in the marketplace. They are the following:
Connect with your customers

You must understand the motivation of buyers to be successful on Amazon. Gathering information based on data can help you anticipate the needs and preferences of your customers.

In addition to this, do not limit yourself to interacting with customers just to sell them products, follow up and offer them services after the sale, suggest add-ons and ask them to leave a review or comment on your products.

The customer comes first

With the arrival of Rufus, Amazon SEO has focused on providing a better experience to customers, offering them more accurate results and allowing them to find what they want, when they want it. This is why your products must be aligned with current trends and customer preferences, highlighting the most influential brand keywords of the moment.

One thing to consider is that voice search is becoming very popular, so it's a good idea to optimize for conversational phrases, for example, "Alexa, what is the best laptop with a 24-hour battery life?"

Prioritize quality over quantity

You should think of Amazon's algorithm as a personal assistant, as it sorts through millions of products to get the best matches for preferences over keywords.

In this sense, instead ofMaking entire lists of keywords is better to focus on the needs of buyers, with a list of your product attributes using natural language. Consider that some of the queries are not completely correct in terms of syntax, pronunciation or spelling.
Keywords

Beyond matching terms, A10 can understand the search intent. Based on semantic search, it is necessary to use more fluid login tail phrases without so much repetition.

Focus on broad and exact match search volumes, the terms used by competitors in their ads and thus notice if any irrelevant words or phrases are reducing the ranking.
Advertising

Advertising and paid ads cannot be left aside, which can give a powerful boost to your products. However, you must use appropriate segmentation and audience targeting options to reach buyers with specific interests, behaviors and browsing history.

It is also a good strategy to include videos and visual graphics that help to more easily capture the attention of users. Build your brand

A10 prioritizes sellers with a strong brand presence and loyal customers, so it is necessary to earn the confusion of their users and increase their credibility. To do this, you can show positive reviews and customer testimonials, which will strengthen your brand reputation.

Also, tell the story of your brand and product, create interactive experiences, both on and off Amazon.

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