A10 Algorithm

A10 is the unofficial name for Amazon's current organic search ranking model. Amazon does not document the algorithm publicly, so seller-side estimates of its weights come from regression analyses run on large panels of tracked listings. The model combines keyword-relevance features (how well your title and backend keywords match the search query) with behavioral features (how often shoppers convert when they land on the listing, how fast new reviews arrive, what your returns rate looks like). The relative weights have shifted multiple times. The May 2026 rewrite was the largest single shift we have measured, moving roughly 11 percentage points of weight onto 14-day conversion velocity.