Amazon has once again thrown sellers a curveball. The A10 algorithm update is here, and it’s completely changing how products rank in search results.
For years, Amazon rewarded sellers who focused on internal tactics—optimizing listings, stacking up reviews, and pouring money into Amazon pay-per-click (PPC) ads. That strategy still matters, but it’s no longer enough.
A10 brings a major shift: external traffic now plays a key role in rankings. That means sellers who bring in visitors from outside Amazon—through Google, TikTok, Facebook, influencers, or email marketing—are more likely to rank higher.
“This shift is massive,” says Bryan Fowler, president of Intero Digital Amazon Division. “Amazon is telling sellers, ‘Hey, don’t just rely on us—bring in traffic from other platforms, and we’ll reward you for it.’ If you’re not adjusting your strategy, you’re leaving money and rankings on the table.”
What’s Different With A10?
Amazon’s old A9 algorithm mostly focused on what happened inside its own marketplace. If you had high sales velocity, a strong click-through rate, and the right keywords, your product would climb in rankings.
A10 still considers those factors but adds another layer: credibility and demand from outside sources.
Here’s what’s changed:
- Off-Amazon traffic now impacts rankings. If a TikTok ad, an Instagram post, or a Google search brings visitors to your product page, Amazon sees that as a sign of demand and boosts your ranking.
- Ad spend strategy needs to shift. Instead of putting all your money into Amazon PPC, sellers should start experimenting with Google Ads, Facebook Ads, and influencer partnerships to drive external clicks.
- Conversion rate still matters. Amazon isn’t just counting traffic. If visitors from external sources actually buy, it strengthens your ranking even more.
Amazon Attribution: A New Tool to Track External Traffic
To make things even more interesting, Amazon rolled out Amazon Attribution (beta)—a tool that lets brands track where their external traffic is coming from. And here’s the kicker: if those external sources drive sales, Amazon will reward you with better rankings.
To use Amazon Attribution, you need to:
- Be Brand Registered on Amazon
- Sign up for Amazon Attribution (beta) to track your traffic sources
This tool gives sellers real data on which external marketing strategies are working and which ones aren’t.
What This Means for Amazon Sellers
This shift forces brands to think beyond Amazon’s ecosystem. It’s no longer just about running PPC campaigns or stuffing keywords into product listings. A successful Amazon strategy now requires a full digital marketing approach that integrates multiple platforms.
Here’s where sellers should focus their efforts:
- Meta Ads (Facebook and Instagram) – Run targeted campaigns to bring in buyers who are already interested in your product.
- TikTok Ads and Influencer Marketing – TikTok’s algorithm has turned into a massive Amazon traffic driver. A viral video can send a flood of shoppers straight to your listing.
- Google Ads and SEO – Amazon now values direct traffic from search engines, making Google Ads an important part of the mix.
- Email and SMS Marketing – If you have a customer list, direct them to your Amazon page and strengthen your rankings.
How to Get Ahead in 2025
Sellers who embrace external traffic strategies will gain an edge, while those still relying only on Amazon PPC may struggle to keep up.
Here’s how to start:
- Expand your traffic sources. If you’ve been depending only on Amazon ads, it’s time to start using Google, Facebook, and TikTok to drive traffic.
- Leverage influencer marketing. Influencers can introduce your product to a new audience and directly impact your rankings.
- Track your results with Amazon Attribution. This tool will show you which traffic sources are actually driving sales—and which ones aren’t worth the effort.
- Keep your listing optimized. External traffic only helps if your product page converts. Make sure your images, descriptions, and reviews are strong.
Don’t Get Left Behind
Amazon’s A10 update is forcing sellers to rethink their entire marketing strategy. Those who adapt quickly will outperform the competition. Those who don’t will watch their rankings slide.
Intero Digital has broken down everything you need to know about Amazon’s A10 algorithm in their latest article. They’re also offering a free guide on how to win on Amazon in 2025.
If you want to stay ahead, now’s the time to update your strategy and start driving traffic from beyond Amazon’s walls.
Free Resources to Help You Adapt
If you’re feeling lost, Intero Digital has broken down everything you need to know about Amazon’s A10 algorithm in their latest article. They’re also offering a free guide on how to dominate Amazon’s marketplace in 2025.
For sellers who want to stay ahead of the game, this could be the difference between thriving and struggling in Amazon’s ever-changing landscape.
Check out Intero Digital’s article and free guide to make sure your Amazon business isn’t falling behind.