When it comes to ranking on Amazon, understanding the A9 algorithm is critical. A9 determines how products appear in search results by analyzing two things: keyword relevance and performance metrics (like sales and conversions). Optimized listings with well-placed keywords and strong performance are more likely to rank higher. Here’s what you need to know:
- Keywords: Exact match keywords in titles, bullet points, and backend search terms carry the most weight.
- Performance Matters: Conversion rates, sales velocity, and customer reviews directly impact rankings.
- Long-Tail Keywords Win: Specific phrases like “32 oz insulated water bottle” often outperform broad terms due to higher purchase intent.
- Tools Help: Use tools like Helium 10 or FlatFilePro for keyword research, bulk updates, and tracking performance.
- Monitor Results: Track metrics like conversion rates, click-through rates (CTR), and organic rankings to refine your strategy.
Effective keyword placement and ongoing optimization are key to improving visibility and driving sales. The article covers actionable steps for researching, placing, and tracking keywords to align with A9’s focus on relevance and performance.
How Amazon‘s A9 Ranking Algorithm Works | Amazon SEO 2020 | Amazon FBA
How to Research Keywords for A9
To succeed with Amazon’s A9 algorithm, focus on identifying the exact search phrases that customers use – and that actually lead to purchases. A9 evaluates the likelihood of a purchase for every search-product combination, so your keyword research should prioritize terms that show buying intent rather than just chasing high search volume. Let’s dive into the methods and tools that can help you identify these high-value keywords.
Methods and Tools for Finding Keywords
Effective keyword research requires pulling data from multiple sources to truly understand customer behavior. Start with the Search Term Report, which reveals the exact phrases customers use to find products in your category. This report provides valuable insights, including impressions, clicks, and conversions, helping you pinpoint keywords that drive results.
Next, leverage tools like Helium 10 and DataDive to uncover relevant search terms with significant demand. These tools provide a broader view of search volume and competition. By comparing this data with your Search Term Report, you can ensure that the high-volume keywords you target also align with actual customer behavior.
Don’t overlook competitor analysis and your own sales data. Studying competitor listings can reveal overlooked keyword opportunities, while your sales history can highlight terms that consistently lead to conversions. Together, these methods help you focus on keywords that align with buyer intent and deliver results.
Broad Keywords vs. Long-Tail Keywords
Once you’ve gathered your data, it’s important to distinguish between broad and long-tail keywords to align your strategy with customer intent. A9 gives priority to keywords that lead to sales.
Broad keywords are general, high-volume terms like "water bottle" or "stainless steel bottle." These terms generate many impressions, which can help build brand awareness. However, they often face intense competition and may attract casual browsers rather than ready-to-buy shoppers.
Long-tail keywords, on the other hand, are more specific phrases with lower search volumes but higher purchase intent. Examples include "stainless steel water bottle 32 oz insulated" or "water bottle for gym with straw." These terms are often less competitive and more targeted, making them ideal for driving sales. For instance, one toy brand achieved a 3.2× return on ad spend by focusing on exact match keywords in top search placements [1]. While a mix of both types is important, prioritizing long-tail keywords can better align with A9’s focus on converting searches into purchases.
Finding Keywords That Drive Sales
To align with A9’s emphasis on purchase outcomes, focus on keywords that have already demonstrated their ability to drive sales. A9 not only looks at keyword relevance but also rewards those that consistently convert with better rankings and lower costs.
Start by analyzing your Search Term Report to identify keywords that have led to purchases. Look for terms that strike a balance between traffic volume and conversion rates.
You should also evaluate customer satisfaction metrics by traffic source. For example, an electronics accessory brand found that exact match searches resulted in customers with 35% higher lifetime value and double the review rate compared to other keyword match types [1]. This shows that precision keywords not only drive immediate sales but also attract more loyal, engaged customers.
Another key factor is understanding the context behind keyword variations. Amazon’s algorithm now uses natural language processing to interpret customer intent. For example, a search for "water bottle for gym" may signal a different need than "water bottle for hiking" or "water bottle for office." Adjusting your keyword strategy to reflect these subtle differences can improve your product’s relevance and performance.
Finally, if you’re running PPC campaigns, monitor your Quality Score closely. Exact match keywords that consistently convert can improve your Quality Score, leading to lower cost-per-click and better organic visibility over time. By focusing on keywords with a proven track record of conversions, you demonstrate to A9 that your targeting is on point, which can reduce advertising costs and boost your rankings organically.
Where to Place Keywords in Your Product Listings
Strategically placing keywords throughout your product listing ensures that your earlier keyword research works effectively. Each section of your listing communicates relevance to Amazon’s A9 algorithm, which evaluates keyword placement in titles, bullet points, descriptions, and backend terms. By understanding how these sections function, you can improve both visibility and conversion rates.
Writing Product Titles with Keywords
Your product title is prime real estate for keywords. Amazon’s A9 algorithm gives priority to titles with front-loaded primary keywords, so make sure your most important, high-conversion keyword appears right at the beginning.
For instance, starting your title with something like "Stainless Steel Water Bottle 32 oz" immediately signals relevance to the algorithm. This approach not only boosts visibility but also aligns with customer search intent. When users search for a specific phrase, having that phrase prominently in your title makes your product a strong match.
A well-structured title balances keyword optimization with readability. For example: "Stainless Steel Water Bottle 32 oz – Insulated Design Keeps Drinks Cold for 24 Hours." This format places the primary keyword first, followed by secondary descriptors and product attributes. With Amazon enforcing stricter 200-character limits, it’s essential to create titles that are natural and easy to read, avoiding keyword stuffing. Titles that are clear and professional also improve click-through rates, which further enhances your listing’s relevance in A9’s eyes.
Adding Keywords to Bullet Points and Descriptions
Bullet points and descriptions are perfect for integrating secondary keywords and long-tail variations. Use a feature-benefit format to naturally include keywords while highlighting the product’s value.
Instead of listing keywords like "water bottle stainless steel durable lightweight portable", aim for something like: "Durable stainless steel construction keeps beverages cold for 24 hours – perfect for travel and outdoor activities." This approach incorporates key terms like "stainless steel", "durable", and "portable" while clearly communicating benefits to shoppers.
In the product description, reinforce the key benefits and expand on the primary keywords from the title. The A9 algorithm evaluates how keywords are used across your listing, so placing them in meaningful, flowing sentences demonstrates relevance without sounding forced. For example, describe how the product meets specific needs: "This lightweight, BPA-free stainless steel water bottle is ideal for gym-goers and outdoor enthusiasts."
As Amazon increasingly uses natural language processing to understand customer intent, integrating keywords into authentic, descriptive language is more important than ever. Each bullet point and description should focus on a specific customer need, ensuring your listing remains both informative and optimized.
Optimizing Backend Search Terms
Backend search terms, though invisible to shoppers, play a significant role in improving keyword relevance. They allow you to include additional variations, synonyms, and related terms that may not fit naturally into your visible content. Think of them as a strategic reserve for covering all keyword bases without cluttering your listing.
For example, if your primary keyword is "stainless steel water bottle", you can use backend terms to include:
- Common misspellings: "stainless steal", "steal water bottle"
- Synonyms: "metal water bottle", "steel hydration bottle"
- Related terms: "insulated water bottle", "BPA-free water bottle"
- Long-tail keywords: "water bottle for gym 32 oz", "leak proof water bottle stainless"
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Tracking and Improving Keyword Performance
Once you’ve optimized keyword placement, the next step is tracking their performance. This is essential for improving A9 rankings over time. Placing keywords strategically is just the beginning; without monitoring, you can’t pinpoint which keywords are boosting sales and which ones might need tweaking.
Metrics to Track for Keyword Success
Amazon’s A9 algorithm evaluates keyword effectiveness using several important signals. To align with this, you should focus on tracking the same metrics Amazon relies on to rank products.
Sales velocity is a critical metric. It reflects both recent and historical sales patterns, and it’s a key factor in A9’s ranking decisions. If certain keywords consistently drive sales, the algorithm rewards this by improving your placement. Monitor sales performance for keywords over 7-day, 30-day, and 90-day periods to identify your strongest performers.
Conversion rate measures how many clicks turn into purchases. This is a core indicator of a keyword’s relevance. For example, if a keyword generates 100 clicks but only 2 sales, that 2% conversion rate signals low relevance to A9. Compare your conversion rates to your category average to identify keywords that need improvement or replacement.
Click-through rate (CTR) reveals how often customers click on your listing when it appears in search results. Exact match keywords typically see a CTR of 0.8–1.2%, compared to the average of 0.34%[1]. A high CTR means your listing resonates with searchers, while a low CTR – despite high impressions – might indicate issues with your title or main image not effectively communicating relevance.
Organic ranking position tracks where your product appears in search results for specific keywords. A higher position means A9 recognizes your relevance signals. Monitor rankings weekly or monthly to spot trends. If your rankings improve, it’s a sign that your optimization efforts are working. Declining rankings suggest you may need to refine your strategy.
Customer satisfaction metrics – like review ratings and return rates – also play a role in A9’s assessment of product quality[1]. Positive feedback can lead to better organic rankings, while negative patterns may hurt your visibility.
For sellers leveraging paid ads, Cost Per Click (CPC) trends are another useful metric. When A9 sees consistent conversions from exact match keywords, your CPCs often decrease as the algorithm rewards performance[1]. On the other hand, rising CPCs might signal increased competition or declining relevance.
Tracking these metrics provides a solid foundation for monitoring keyword performance and making data-driven decisions.
Tools for Monitoring Keyword Results
Amazon Seller Central offers basic tools to help you track keyword performance. The Search Term Report is particularly valuable for comparing actual customer search behavior to your target keywords. It can reveal gaps where backend search terms are driving impressions and conversions, even if you can’t directly attribute them to specific keywords[1].
Tracking search term impression share helps you understand how often your keywords appear in search results compared to total searches. Meanwhile, conversion data by keyword highlights which terms are driving sales rather than just clicks. This distinction is vital since high-traffic keywords that fail to convert can waste ad spend and negatively impact A9’s assessment of your product.
FlatFilePro’s Reflection Engine is another useful tool. It automatically checks your listings daily to ensure your keyword optimizations are live on Amazon. This feature helps you catch any silent overwrites by competitors or Amazon’s system, which could otherwise derail your tracking efforts.
Using Data to Refine Your Keywords
Once you’ve gathered performance data, use it to refine your keyword strategy. This means identifying high-performing keywords for further investment and replacing or optimizing underperforming ones. Always analyze metrics together rather than in isolation to ensure your adjustments align with your overall strategy.
Start by building a keyword profitability matrix. Focus on keywords with high conversion rates and consistent sales, as these are strong candidates for increased ad spend or more prominent placement in your listing[1].
If a keyword generates impressions but few clicks, consider optimizing your listing content instead of removing the keyword[2]. For instance, if "insulated water bottle" gets high impressions but a low CTR, ensure "insulated" is prominently featured in your title and that your main image highlights this feature.
When a keyword drives clicks but not sales, review factors like pricing, product quality, or customer reviews[1]. Before removing the keyword, explore whether adjustments – such as lowering the price, improving product images, or addressing negative reviews – could boost its performance.
Remove keywords that show zero impressions after 30 days, as this indicates low search volume or poor relevance. Similarly, remove high-impression keywords with low conversion rates, as they can attract unqualified traffic and harm your A9 ranking.
Replace underperforming keywords with high-intent alternatives. For example, if "stainless steel water bottle" isn’t performing well, try variations like "metal water bottle 32 oz" or "stainless steel drinking bottle"[1]. Use A/B testing to compare performance across different keyword variations and gather actionable data[1].
A9’s algorithm rewards consistent performance over time. Expect improvements to follow a timeline: Days 1–30 may show gains from paid placements, Days 31–90 could bring early organic movement, and Days 91–180 often lead to stable top 10 rankings[1]. Patience is essential – don’t abandon a strategy after just a few weeks.
For instance, a toy brand achieved 3.2× ROAS by prioritizing Top of Search placements for exact match keywords. This success led to improved organic rankings, proving how paid ad performance can directly influence organic results[1].
Regularly audit your backend search terms using the Search Term Report. Remove underperforming terms and add new ones that better capture customer intent[2]. If your organic rankings are poor for backend terms you’ve included, it could indicate weak conversion performance or insufficient keyword reinforcement in your title and bullet points.
FlatFilePro’s bulk editing capabilities make it easier to apply changes across multiple listings. Instead of manually updating each listing, you can roll out new keyword strategies across your entire catalog in minutes. The platform also allows you to test different approaches and revert to previous versions if needed, making A/B testing more manageable.
Precision is key. If a keyword isn’t driving conversions, either refine how you present it in your listing or replace it with a term that better aligns with your product’s strengths[1].
Using FlatFilePro to Update Keywords Across Multiple Listings
Managing keywords across dozens – or even hundreds – of Amazon listings can be a grueling and time-consuming task when done manually. Each product requires individual updates through Seller Central, which can take days to complete, especially for sellers rolling out A9 keyword optimization strategies across their entire catalog. This level of effort directly ties into A9’s emphasis on keyword relevance and listing performance, but the process can feel overwhelming.
FlatFilePro simplifies this by centralizing keyword management and automating the tedious parts of bulk updates. By connecting directly to your Amazon Seller Central account via Amazon’s API, the platform pulls all your product listings into a single dashboard. From there, you can make updates across your entire catalog in one go.
Bulk Editing Keywords Across Listings
FlatFilePro’s bulk editing feature is a game-changer for sellers who need to update keywords across multiple listings. Instead of navigating through individual products in Seller Central, you can make changes to one or many listings simultaneously. This is particularly helpful when applying A9 keyword strategies that require consistent keyword placement across a product line.
The time savings are substantial. For instance, the tool’s Variations Manager can update variation families in under 5 minutes, compared to the hours it would take in Seller Central. And with a 95% success rate, it ensures your listings stay intact. For sellers managing 100+ listings, this efficiency transforms how keyword optimization is handled.
Say your keyword research identifies "insulated stainless steel water bottle 32 oz" as a top-performing phrase. With FlatFilePro, you can easily add this phrase to the titles of all applicable products in your water bottle line in one workflow. Backend search terms are just as easy to update – when new customer search patterns emerge, you can implement changes across hundreds of listings in minutes, not hours.
FlatFilePro also supports keyword updates for products with variations. For example, if you sell water bottles in different sizes (32 oz, 40 oz, 64 oz), you can bulk-edit primary keywords for titles while keeping size-specific details in bullet points. This ensures A9 recognizes relevant keyword patterns across your product family, which can boost organic rankings for the entire group.
For international sellers, the tool provides an added advantage: managing listings across multiple Amazon marketplaces – such as the US, UK, and Germany – from one account. This flexibility lets you tailor keyword strategies to local search behaviors. For instance, US customers might search "32 oz water bottle", while UK customers might use "32 ounce water bottle." FlatFilePro allows you to bulk-edit keywords for each marketplace while maintaining centralized management, ensuring your listings align with A9’s keyword relevance criteria in each region.
Jack Haldrup, Founder of Dr. Squatch, shares: "This is the tool that powers our ops and analytics teams. We used to do everything manually, such a pain! Now we don’t have to think about anything, and our listings update like magic!"
Monitoring Listing Changes with Reflection Engine
After making bulk updates, it’s critical to verify that the changes appear correctly on Amazon. A9 evaluates keyword relevance based on live listing data, so any mismatch between your intended updates and what customers see can hurt your rankings.
FlatFilePro’s Reflection Engine automatically checks your listings nightly to identify discrepancies between your updates and live Amazon data. A green checkmark signals everything is correct, while a red X highlights issues that need fixing.
This nightly monitoring helps catch problems early. For instance, Amazon’s system may silently overwrite your changes, or competitors with shared listing access might alter your content without notice. Either scenario can disrupt the careful keyword placements in your titles, bullet points, descriptions, or backend search terms, negatively impacting A9 performance.
The Reflection Engine ensures you spot and resolve these issues within 24 hours. Since A9 rewards consistent keyword usage across all listing elements, maintaining accuracy is essential for sustaining strong organic rankings.
Paired with the Reflection Engine, the Activity Log tracks every change made to your listings, showing what was updated and when. This creates an audit trail that helps you connect keyword changes to shifts in rankings and sales. For example, if you updated backend search terms for 50 products on January 15th, you can use the Activity Log to confirm the updates and analyze how they affected A9 rankings and conversion rates.
This feedback loop allows you to pinpoint which keyword strategies work best. Whether it’s title keywords, bullet points, or backend terms, the Activity Log reveals patterns that drive the highest conversion rates for your products.
Avoiding Errors During Large Updates
Bulk keyword updates can be risky. A single mistake – like a formatting error, duplicate keyword, or content guideline violation – can cascade across hundreds of listings, potentially causing suppressions or harming A9 performance.
FlatFilePro minimizes these risks with built-in safeguards. Its error detection system automatically flags issues, organizing them into categories like Product Identity, Details, Shipping, and Safety. This helps you prioritize fixes, starting with errors that directly affect keyword relevance and A9 rankings.
Before applying changes, you can review updates across your catalog to catch potential problems. FlatFilePro’s 95% success rate for managing variations demonstrates its reliability, especially during complex updates. Maintaining proper parent-child relationships is crucial for ensuring A9 recognizes keyword patterns across product families.
Another valuable feature is one-click rollback functionality, which lets you restore previous versions of listings if a bulk update doesn’t go as planned. This safety net eliminates the need to manually recreate lost content, making large-scale keyword experiments much less stressful.
Ian Sells, Founder of Million Dollar Sellers, says: "With FlatFilePro, I’ve been able to streamline my Amazon listing process significantly. What used to take hours now takes just minutes. It’s a game-changer for my business."
FlatFilePro also reduces errors by offering granular employee permissions. For example, designers can edit images, writers can handle copy (including keywords), and finance teams can adjust pricing – ensuring that team members only modify areas relevant to their roles. This prevents accidental edits and maintains consistency across large catalogs.
The real-time API syncing of keyword changes further enhances reliability, ensuring updates are applied quickly and accurately.
For sellers managing large catalogs and implementing A9 keyword strategies, FlatFilePro’s error prevention tools provide peace of mind. Automated error detection, version control, and permission management create a secure framework for scalable keyword optimization that aligns with A9’s ranking criteria.
FlatFilePro offers a free trial (typically 7 days, sometimes longer) with no long-term commitments. The standard plan costs $99/month and includes two marketplace connectors, with additional marketplaces available for $29/month each. It’s an ideal solution for Amazon sellers with 100+ listings, brands prioritizing consistent product information, agencies managing multiple accounts, and anyone frustrated with Amazon’s native listing tools.
Conclusion: Improving A9 Rankings Through Keyword Relevance
Main Points for Amazon Sellers
Boosting your A9 rankings requires a well-rounded strategy that merges smart keyword research, thoughtful placement, and consistent performance tracking.
Start by focusing on high-conversion keywords. Tools like Helium 10 and DataDive can help you uncover high-volume search terms, but the real win comes from targeting keywords that attract buyers ready to make a purchase. For instance, exact match keywords often outperform others, with click-through rates between 0.8–1.2%, compared to the average of 0.34% – a striking 135–253% improvement[1]. One electronics accessory brand even found that exact match customers not only have a 35% higher lifetime value but also leave reviews at double the rate of broad match traffic[1]. Clearly, precision pays off.
Next, ensure your keywords are strategically placed throughout your listing. Use primary keywords in your titles and weave secondary and long-tail keywords naturally into bullet points, product descriptions, and backend search terms. This approach helps A9 recognize your listing’s relevance across all sections.
Performance monitoring is the final piece of the puzzle. Track metrics like click-through rate, conversion rate, sales velocity, and organic ranking position. Check daily for sudden changes, analyze weekly trends, and conduct a full review every 30 days. Organic ranking improvements typically take 90–180 days, as A9 rewards consistent performance over time.
The relationship between keyword relevance and customer satisfaction is key. When your keywords align with what buyers are searching for, you attract the right audience. These satisfied customers are more likely to leave positive reviews, which A9 factors into its rankings. On the flip side, mismatched keywords can lead to unhappy buyers, returns, and negative reviews – damaging your rankings and visibility.
How Tools Help Manage Keyword Optimization
Managing keyword updates manually through Seller Central can be a daunting task, especially if you’re juggling dozens or even hundreds of listings. That’s where tools like FlatFilePro come in, simplifying the process and reducing the risk of errors.
FlatFilePro allows sellers to update keywords across multiple listings in just minutes with its bulk editing feature. For businesses managing over 100 listings, this efficiency is a game-changer, enabling quick rollout of new keyword strategies across entire product lines.
The tool’s Reflection Engine ensures your keyword updates stay accurate by monitoring your listings nightly. Plus, it has built-in error detection to catch issues like formatting mistakes or duplicate keywords before they cause problems. With a 95% success rate for managing variations and a one-click rollback option, you can fix any unintended errors quickly and without hassle.
For sellers operating in multiple Amazon marketplaces, FlatFilePro simplifies localization. It allows you to manage keywords for different regions – like "32 oz water bottle" for the US and "32 ounce water bottle" for the UK – while maintaining centralized control. This ensures your listings meet A9’s relevance standards across all markets.
Jack Haldrup, Founder of Dr. Squatch, shares: "This is the tool that powers our ops and analytics teams. We used to do everything manually, such a pain! Now we don’t have to think about anything, and our listings update like magic!"
Ian Sells, Founder of Million Dollar Sellers, adds: "With FlatFilePro, I’ve been able to streamline my Amazon listing process significantly. What used to take hours now takes just minutes. It’s a game-changer for my business."
FlatFilePro’s bulk editing, automated monitoring, and error prevention features let you focus on strategy – like refining high-converting keywords – while the tool handles the heavy lifting. For sellers serious about A9 optimization, this efficiency can provide a real edge in Amazon’s competitive search landscape.
FlatFilePro offers a free trial, usually lasting 7 days (with extensions often available), and no long-term commitments. The standard plan costs $99 per month, covering two marketplace connectors, with additional marketplaces available for $29 per month each.
FAQs
What are the best ways to use long-tail keywords to boost my product’s ranking with Amazon’s A9 algorithm?
Long-tail keywords play a crucial role in boosting your product’s visibility on Amazon. These more specific and less competitive phrases allow you to tap into niche customer searches, ultimately increasing your chances of converting browsers into buyers. To use them effectively, weave these keywords naturally into your product title, bullet points, and description. Steer clear of keyword stuffing, as it can backfire and negatively impact your ranking.
Prioritize relevance by ensuring your keywords align closely with your product’s features and what your customers are searching for. Tools like FlatFilePro can help streamline the process of managing and optimizing your listings. By keeping your keywords consistent across all marketplaces, you not only improve your ranking but also safeguard your listings from potential errors or unauthorized modifications.
What is the best way to monitor and improve keyword performance on Amazon?
A smart way to keep tabs on your keyword performance on Amazon is by using FlatFilePro – a tool built specifically for Amazon sellers. It streamlines the process of managing product listings with features like bulk editing, spotting errors, and tracking updates to ensure your listings meet Amazon’s standards.
FlatFilePro also pinpoints and resolves problems that might hurt your sales, making it simpler to maintain top-notch, keyword-focused listings. This tool is particularly handy for sellers with extensive catalogs or those working across several marketplaces.
How does keyword placement affect Amazon’s A9 algorithm, and where should I focus on adding them in my product listings?
Keyword placement is a key factor in how Amazon’s A9 algorithm evaluates and ranks product listings. To improve your product’s visibility and relevance, focus on strategically placing your top keywords in these areas:
- Title: Incorporate primary keywords naturally. Since the title plays a big role in search rankings, make it clear and compelling.
- Bullet Points: Use secondary keywords to emphasize your product’s main features and benefits in a concise, reader-friendly way.
- Product Description: Include relevant keywords while crafting detailed and engaging content that highlights what makes your product stand out.
- Backend Search Terms: Utilize all available fields to add additional relevant keywords that don’t fit into the visible parts of your listing.
Avoid overloading your listing with keywords, as this can hurt readability and turn away potential customers. Instead, aim for a natural flow that balances keyword usage with a focus on the customer experience.