• Craig Gedey

How Amazon’s Product Search Algorithm works - and how to rank your product on Amazon in 2020

It’s one of the most common questions we hear from Amazon Sellers old and new - how does Amazon’s Product Search Algorithm work?

Thompson and Holt managing partner Craig Gedey is vastly experienced in how the site operates and explains the key details behind the system.

Gedey said: “It’s important and undoubtedly useful to understand how Amazon ranks the products on its site, as it can quickly lead to greater sales. Called A9, Amazon’s Product Search Algorithm is completely different from Google’s. It’s a system that is regularly evaluated and updated, because ultimately the site wants to maximise the income it can make from each potential customer.

“When you search for a product on Amazon, the results come via a two-step process - firstly the relevant products in their catalogue, which are then ranked according to relevancy. There are three ranking factors, each as important as each other.

“They are relevancy - a series of factors that A9 considers when deciding whether to include your product in search results. The second is conversion rate - how factors like image quality, prices and reviews affect how many customers go ahead and but your product. And then customer satisfaction and retention - feedback on your products, order defect rates and reviews.

“It’s important to consider all three when listing your products on Amazon, and maintain high levels across all areas of your Amazon product listings.

“Beyond that, there is a wealth of information online about key Amazon product ranking factors that further help you understand how Amazon’s Product Search Algorithm works. At Thompson and Holt, we believe the following 15 factors - covering those three areas of relevancy, conversion and customer satisfaction - will help you further use Amazon’s Product Search Algorithm to your advantage.”

Here is what a poorly listed Amazon product will look like - yes there are thousands of products listed on Amazon similar to this!

And this is an example of a well researched and written Amazon product listing

Here are your 15 Tips on How to write a Great Amazon product description that will sell your product.

Amazon Product Listing - RELEVANCY

1. Title - A good Amazon product title goes a long way to increasing your conversion rate. The use of keywords is crucial, and keep it to-the-point and informative.

2. Product description - This is an expansion of your title, outlining what people will find in your product. Poor or inaccurate description can lead to negative feedback and affect your long-term sales.

3. Bullet points - This can be a great way to provide important information about your product in an easy-to-read, concise format.

4. Specification product description - Again, this has to be accurate, as mistakes will have an adverse affect on sales down the line. Take your time to make sure the details are spot on. Remember to solve the buyers problem not the product, tell the buyer how the product will make their lives easier.

5. Amazon search terms - Amazon gives Sellers five fields to specify the search terms to want for your product. Google’s Keyword Planner can be a helpful tool for this, and there’s plenty of online advice to read up in detail the best practises.

Amazon Product Listing - CONVERSION RATES

6. Customer reviews - An absolute fundamental for any Amazon Seller. For further advice on this from Thompson and Holt see https://www.thompsonandholt.com/post/how-to-get-great-reviews-on-amazon.

7. Image quality - Make sure you stay within Amazon’s guidelines and make your pictures clear and well cropped. High quality images enable the zoom feature which many customers find invaluable.

8. Amazon Best Seller rank - One of the most important factors on the site. Increased sales lead to higher rankings and ultimately more sales.

9. Time on page - This shows Amazon how interested customers are in your product. The longer the customer stays on your product page the more interested Amazon believes they are. This is why appropriate and relevant content is so important.

10. Price - Getting the price of your product, particularly compared with competitors, is integral to how many units you’re likely to sell. Keep an eye on rivals’ prices regularly.

Amazon Product Listing - CUSTOMER REVIEWS

11. Deal with negative Amazon reviews - For more detailed advice on this from Thompson and Holt, see https://www.thompsonandholt.com/post/how-to-deal-with-negative-amazon-reviews.

12. Avoid Amazon Seller Late Shipment rates - When an order is confirmed as being overdue for shipping by three or more days, Amazon considers it to be late. The number of orders that are confirmed to be late, divided by the total number of orders in the given time period, provides the Amazon Seller Late Shipment rate for that time period. Having a late shipment rate will negatively impact on your sales.

13. Order Defect Rate (ODR) - If a customer makes a claim against an order, this is considered an order defect. Try to resolve all issues to help your rating on the site and improve your business’ performance moving forward.

14. Exit rate - Your exit rate is the percentage of times a customer views your listing and then leaves Amazon. Products that have a lower exit rate will rank higher and convert more which is why Amazon will rank them higher.

15. Stock management - Amazon does not like Sellers that have out-of-stock items or cancellations, so it pays to keep good records over which products you have available at all times.

There are lots of Amazon listing optimization services available which vary in price and quality before you chose a company or software to help you rank your Amazon product in 2020 make sure you complete your own due diligence.

Some Amazon sellers will make mistakes when writing Amazon product descriptions and this can lead to an Amazon seller account suspension or an individual ASIN suspension. It is an easy and genuine mistake to make and we see lots of Sellers suspended for this reason. The good news is that these product listing suspensions can usually be resolved in 24 hours.

If you have found yourself suspended while selling on Amazon, contact Thompson and Holt for a free LiveChat to get your Amazon suspended account back online as quickly as possible.

THOMPSON & HOLT® - Amazon Appeal Experts. Suspended Amazon Seller Account Appeal Consultants. Amazon Specialists. 


We are an independent Amazon Specialist firm based in Manchester, United Kingdom which was established in 2014. Over the years Thompson and Holt® has grown to become one of the UK’s leading Consultants in Amazon Seller Suspensions.


Thompson and Holt

Canal Wharf

Canal Street


Greater Manchester

OL15 0HA

United Kingdom 

Telephone: 0161 8852 365

Telephone Outside UK : +44 161 8852 365

Email: info@ThompsonandHolt.com

  • Whatsapp Thompson and Holt
  • Thompson and Holt WeChat
  • Amazon Appeal Letter
  • Amazon Appeal
  • Thompson and Holt
  • Amazon Appeal letter
  • Thompson and Holt Review
  • Thompson and Holt Review

Thompson and Holt® is a Limited Company registered in England and Wales under registration number 10457529. Data Protection Number ZA247254. VAT Registration No. 285838156. All Prices include VAT


Thompson and Holt is an Appointed Representative of JM Marketing Ltd, which is authorised and regulated by the Financial Conduct Authority: Register Number 435403.

*There is no guarantee that your Amazon Seller Account will be reinstated and results can vary. No company can guarantee that your account will be reinstated. These figures do not include Sellers who did not follow advice.


© 2020 by Thompson & Holt

Privacy Policy

Terms of Service


Refund and Cancellation Policy

Contact Us

Complaints Procedure

Affiliate Program

Amazon Seller News

Site Map

Antler Software