Amazon is not just an online store; it is one of the largest product search engines in the world. In 2019, a large share of online shoppers began their product searches directly on Amazon rather than on traditional search engines. For sellers, ranking well in Amazon search results was essential for visibility and sales. Amazon SEO in 2019 revolved around the A9 algorithm, which determined which products appeared for each search. Understanding how it worked offers valuable insight into marketplace optimization, and many of its principles remain relevant today.
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Understanding the A9 Algorithm
In 2019, Amazon's search ranking system was widely referred to as A9, named after the Amazon subsidiary that developed it. Unlike traditional search engines that balance many types of content, Amazon's goal was straightforward: show shoppers the products they were most likely to buy. The algorithm focused on two broad categories of factors: relevance and performance.
Relevance Factors
Relevance determined whether a product should appear for a search query at all. Key relevance factors included:
- Product title: the most important text field, ideally including brand, product type, key features, size, and color.
- Backend search terms: hidden keyword fields where sellers added synonyms and related terms not visible to shoppers.
- Bullet points: concise feature and benefit descriptions that also contributed keyword relevance.
- Product description: longer content explaining details and use cases.
- Category and attributes: correct categorization and complete product attributes helped products appear in filtered searches.
Performance Factors
Performance factors determined how high relevant products ranked. Because Amazon prioritized purchases, sales-related signals carried significant weight:
- Sales velocity: products that sold consistently and frequently ranked higher.
- Conversion rate: the percentage of visitors who purchased after viewing a listing.
- Click-through rate: how often shoppers clicked a listing when it appeared in results.
- Price competitiveness: pricing influenced both conversions and the Buy Box.
- Reviews and ratings: review quantity and star ratings affected shopper confidence and conversions.
- Inventory availability: out-of-stock products lost ranking momentum.
- Fulfillment method: products fulfilled by Amazon often benefited from Prime eligibility and faster shipping.
Keyword Research for Amazon in 2019
Amazon keyword research differed from traditional SEO because shoppers used transactional, product-focused language. Sellers used Amazon's search autocomplete, competitor listings, and specialized tools to find relevant terms. The goal was to include high-volume, relevant keywords in titles and bullet points while placing additional variations in backend fields. Repeating keywords across fields generally offered no extra benefit, so sellers focused on breadth rather than repetition.
Optimizing Product Images
Images did not directly influence keyword relevance, but they had a major impact on click-through and conversion rates. Successful listings in 2019 used high-resolution images on white backgrounds for the main photo, along with lifestyle images, infographics, size comparisons, and close-ups of key features. Better images led to more clicks and sales, which in turn improved rankings.
Enhanced Brand Content and A+ Content
Brand-registered sellers could use enhanced content features to create richer product descriptions with images, comparison charts, and formatted text. These features improved conversions by helping shoppers understand products better. While the content was not always indexed for search in the same way as other fields, improved conversion rates indirectly supported rankings.
The Role of Amazon Advertising
In 2019, Amazon advertising, especially sponsored product ads, became an important tool for boosting visibility. Ads helped new products gain initial sales, which could improve organic rankings through increased sales velocity. Many sellers used advertising strategically to launch products and target competitive keywords, then reduced spending as organic rankings improved.
Reviews and Policy Changes
Amazon had tightened rules around incentivized reviews before 2019, prohibiting sellers from offering free or discounted products in exchange for reviews outside of approved programs. Sellers focused on legitimate strategies like follow-up emails through approved messaging, excellent customer service, and Amazon's own early reviewer programs. Authentic reviews remained critical for both rankings and conversions.
Lessons From 2019 That Still Apply
Amazon's algorithm has evolved since 2019, incorporating more machine learning, external traffic signals, and AI-powered shopping features. However, the core lessons remain valuable: relevant, keyword-optimized listings; high-quality images; competitive pricing; strong reviews; reliable inventory; and consistent sales performance. Sellers who combine marketplace optimization with a broader digital marketing strategy, including external traffic and owned websites, build more resilient businesses.
Conclusion
Amazon SEO in 2019 was driven by the A9 algorithm, which balanced keyword relevance with sales performance to show shoppers products they were most likely to buy. Optimizing titles, bullet points, backend keywords, images, pricing, reviews, and fulfillment were key to success. These fundamentals still form the backbone of marketplace optimization today, proving that customer-focused product listings remain the most reliable path to visibility and sales.
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