Is Amazon Considered a Search Engine?
Although traditionally viewed as an e-commerce platform, Amazon has increasingly become a powerful search engine in its own right. In fact, many consumers now turn to Amazon first when searching for products, even over Google. This shift is significant, as Amazon functions similarly to traditional search engines by allowing users to input queries, filter results, and find information based on relevance. In 2022, over 61% of U.S. online shoppers started their product searches on Amazon, demonstrating its dominance in product discovery.
Amazon's search engine operates using algorithms like A10 and its new AI-powered COSMO system, which enhance the relevance of search results by analyzing customer behavior, intent, and even the context behind queries. This focus on matching search intent mirrors how traditional search engines like Google function, but with a more retail-focused approach. Additionally, Amazon's advertising platform allows sellers to boost visibility in search results, further aligning it with common practices seen in SEO and paid search on other platforms.
The rise of Amazon as a product search engine means that for businesses, optimizing product listings with relevant keywords, high-quality images, and strong customer reviews is critical to ranking well in search results—just as it is with other search engines. While both Amazon and Google are powerful ecommerce search engines, they have big differences in how they process and rank products. Let's examine the primary differences between the two.
What are the biggest differences between Amazon and Google Search?
Amazon and Google, while both serve as search engines, are fundamentally different in their purpose and function with the key difference between the two being intent and marketing.
Google is a general-purpose search engine, designed to index and rank information from across the entire web. Whether users are looking for news, tutorials, research, or products, Google aims to deliver the most relevant content from various websites. In contrast, Amazon’s search engine is highly specialized—its sole focus is to help users find products to purchase within Amazon’s vast retail marketplace.
Google often serves informational searches, providing results such as articles, videos, or how-to guides in response to queries. Meanwhile, Amazon is purely transactional; its algorithm is designed to match users with products that meet their buying intent. This difference means that optimizing for Amazon’s search engine (through product keywords, performance metrics, and reviews) is distinct from traditional SEO tactics used on Google (which emphasize content quality, backlinks, and domain authority).
Another notable contrast is in how each platform displays paid ads. On Google, advertisers use search ads and display ads to capture attention across a variety of searches, some transactional and some informational. On Amazon, ads are much more product-centric, with Sponsored Products and Brands ads appearing directly within the search results or on product detail pages.
Ultimately, while Google casts a wider net with a focus on varied content, Amazon is much more focused on delivering product recommendations to users who are ready to make a purchase.
How Does the Amazon Search Engine Work?
The Amazon search engine functions primarily to connect shoppers with the products that best match their search queries. It operates using a complex algorithm that ranks listings based on several factors, including product relevance , sales performance, and customer behavior . When a user types in a search term, Amazon's algorithm processes the query and scans its massive database of products, prioritizing listings that it deems most likely to satisfy the shopper's intent.
Amazon’s search engine uses a combination of keyword matching, product performance, and buyer behavior to determine what results appear first. Factors such as product title, bullet points, descriptions, and backend search terms all contribute to how well a product aligns with the search query. However, beyond just keywords, Amazon considers sales history, customer reviews, and even conversion rates to rank products. This means a product with better sales performance and positive customer feedback is more likely to be placed higher in the search results.
Unlike traditional search engines like Google, which return a mix of informational and transactional content, Amazon’s search engine is purely transactional, focusing on finding and ranking the best products for sale. This makes optimizing product listings crucial for businesses aiming to capture shopper interest and boost their visibility on the platform.
Amazon A10 Algorithms
Amazon’s product search algorithm has evolved significantly over time, with two major versions commonly discussed: A9 and A10. Each plays a critical role in how products are ranked in Amazon’s search results, but they function in distinct ways.
Amazon’s Current A10 Algorithm
The A10 algorithm represents a more advanced and nuanced approach to ranking products on Amazon. While it retains many of the core factors from A9, A10 shifts more weight toward external factors and customer intent. The A10 algorithm considers:
Off-site traffic: A significant change with A10 is the increased value of external traffic. Products that receive clicks from outside sources (e.g., social media, blogs, Google) are rewarded with higher rankings. This encourages sellers to engage in marketing beyond Amazon itself.
Conversion rate over sales volume: While sales volume remains important, A10 places more emphasis on a product’s ability to convert clicks into sales. A product that consistently converts, even with lower overall sales, is likely to see a ranking boost.
Customer engagement: Metrics like click-through rates (CTR) and time spent on a product page influence rankings. Products that engage customers more effectively are prioritized in search results.
Seller authority: The reputation of the seller has a larger impact under A10. Sellers with strong histories, consistent fulfillment, and excellent customer service are rewarded with higher visibility.
While A9 was heavily sales-focused, A10 shifts more toward understanding customer intent and rewarding engagement and external marketing efforts. Both algorithms play a role in how products are found, but A10 represents a more sophisticated system that prioritizes a broader range of factors to improve the shopping experience.
What is the Next Amazon Algorithm?
Amazon is currently developing an advanced AI system called COSMO , which is designed to provide a more intuitive and personalized search experience. COSMO uses artificial intelligence to better understand customer intent and context, allowing it to deliver search results that align more closely with what shoppers are actually looking for. This new system moves beyond traditional product categorization, integrating a deeper understanding of human behavior and language.
While COSMO is still in the early stages of implementation, it has already been tested across a small percentage of U.S. traffic. The early results show promise, with significant improvements in customer interaction and satisfaction. However, COSMO is not yet the primary factor driving Amazon’s search algorithm. As the system continues to evolve, it’s expected to play a growing role in shaping how products are ranked and discovered on the platform, complementing existing algorithms like A10.
Brands should keep an eye on COSMO’s development and prepare to optimize their listings to meet the demands of this more advanced AI-driven search system.
Factors That Influence the Amazon A10 Algorithm
The Amazon A10 algorithm, the latest evolution of Amazon’s search ranking system, focuses on delivering highly relevant and personalized search results by prioritizing factors that align with customer intent and product performance. Unlike its predecessor A9, A10 places greater emphasis on a more comprehensive set of elements, especially those related to customer engagement and external traffic. Here are the key factors that influence the A10 algorithm:
1. Seller Authority
A seller’s overall performance, including fulfillment capabilities, shipping times, return rates, and customer service, can significantly impact product rankings. Sellers with higher ratings and a track record of delivering a positive customer experience are rewarded with better visibility in search results.
2. Product Relevance and Keyword Optimization
As with A9, the relevance of product titles, descriptions, and backend keywords still plays a role. However, A10 prioritizes how well these elements match customer intent rather than relying solely on keyword stuffing. Using relevant, high-quality keywords in a natural and informative way continues to influence search rankings, but aligning these keywords with customer intent is now more important than ever.
3. External Traffic
One of the most significant changes in A10 is the importance of off-Amazon traffic. Products that receive consistent clicks from external sources, such as social media, email campaigns, blogs, or Google ads, are more likely to rank higher in Amazon search results. This encourages sellers to drive external traffic through marketing efforts beyond Amazon’s own platform.
4. Sales History and Conversion Rate
While sales history remains crucial, A10 shifts its focus to conversion rate—the percentage of users who buy a product after viewing it. High conversion rates indicate that a product is not only attracting clicks but also meeting customer expectations and leading to purchases. Products that can consistently convert clicks into sales, even with lower overall sales volume, tend to receive a ranking boost.
5. Customer Behavior Metrics
Metrics like click-through rate (CTR), time spent on a product page, and interaction with customer reviews are all factored into the A10 algorithm. These engagement metrics help Amazon gauge how relevant a product is to a given search query and how effectively it captures the attention of potential buyers.
6. Customer Reviews and Ratings
Customer reviews are a cornerstone of Amazon's search ranking system. Products with a higher number of positive reviews and ratings tend to perform better in A10. However, A10 also considers the recency and relevance of reviews. Regular, positive feedback is crucial for maintaining and improving rankings.
7. Product Pricing and Availability
Competitive pricing remains an important ranking factor in the A10 algorithm. Amazon favors products that offer good value compared to competitors. Additionally, products that are regularly in stock and have fast shipping options (especially through Amazon Prime) are more likely to rank well.
8. Amazon Ads
While organic ranking is a key focus, A10 also considers the impact of Amazon’s paid advertising options. Sponsored Products and Brands ads can improve visibility and help drive traffic to listings, which in turn can positively affect organic rankings by increasing engagement and conversions.
The Amazon A10 algorithm prioritizes customer experience and relevance making it crucial to optimize product listings to improve search ranking. Achieving long-term, sustainable marketplace success is a balancing act of both organic and paid marketing strategies combined with customer engagement.
How To Improve Your Amazon Product Listings Ranking
Ranking high on Amazon is essential for maximizing visibility and driving sales. To achieve this, sellers must strategically optimize their product listings and leverage various factors that influence Amazon’s A10 algorithm.
Here’s a guide to start improving your Amazon product rankings:
- Optimize Your Listings for Keywords:
- Title: Include relevant keywords naturally in your product title. Ensure it is descriptive and captures key attributes such as brand, product type, size, and features.
- Bullet Points and Description: Use clear and compelling language in your bullet points and product description. Focus on key benefits and features, and incorporate important keywords without keyword stuffing.
- Backend Keywords: Utilize all available backend keyword fields to include synonyms and related terms that potential customers might use.
- Enhance Product Images:
- High-quality images are crucial for attracting buyers. Use clear, high-resolution photos that showcase the product from multiple angles and highlight key features. Consider including lifestyle images that demonstrate the product in use.
- Leverage More Positive Customer Reviews:
- Positive reviews and ratings play a significant role in ranking. Encourage satisfied customers to leave reviews and respond to feedback to build trust and address concerns. Maintain a high average rating by delivering quality products and excellent customer service.
- Boost External Traffic:
- Drive traffic to your Amazon listings through external channels like social media, email marketing, and blogs. External traffic signals to Amazon that your product is popular and relevant, which can improve its search ranking.
- Focus on Conversion Rate:
- Work on improving your product’s conversion rate by optimizing your listing’s appeal and ensuring it meets customer expectations. Competitive pricing, compelling product features, and a strong value proposition can enhance conversion rates.
- Maintain Stock and Competitive Pricing:
- Keep your products in stock to avoid missing out on sales opportunities. Additionally, ensure your pricing is competitive compared to similar products. Regularly review and adjust prices based on market conditions and competitor pricing.
- Utilize Amazon Ads Effectively:
- Invest in Amazon’s advertising options such as Sponsored Products and Sponsored Brands to increase visibility and drive traffic to your listings. These ads can enhance your product’s presence and boost organic rankings through increased engagement.
- Monitor Performance Metrics:
- Regularly review performance metrics like click-through rates, time spent on your product pages, and sales data. Use this information to make data-driven adjustments to your listings and marketing strategies.
By implementing these strategies, you can improve your product’s visibility, attract more customers, and ultimately achieve higher rankings on Amazon. Continually refine your approach based on performance data and stay informed about changes in Amazon’s search algorithms to maintain and enhance your product’s position in search results.
Increase Amazon Sales with Trone
Trone is more than just an Amazon marketing agency; we strategically partner for client ranking success. Our team of seasoned experts is dedicated to helping you achieve your Amazon sales goals. Whether you're a seasoned seller or just starting out, we can provide the guidance and support you need to succeed.
Contact Trone today for a free consultation . Let's work together to achieve your goals and dominate the Amazon marketplace.