[Published: May 2026 | 12 min read]
Amazon's A9 algorithm decides which products appear on page 1. It evaluates two dimensions: relevance (does this listing match what the buyer typed?) and performance (does this listing convert when shown?). Optimizing for both is the key to sustainable Amazon ranking.
A9 processes a search query in three steps: 1) Index matching (which listings contain the search terms?), 2) Relevance scoring (how well does each listing match the query?), 3) Performance ranking (of relevant listings, which ones convert best?). Your listing must pass all three gates.
Amazon's July 2026 rule caps standard product titles at 75 characters. Lead with the brand and primary product keyword, then use the remaining space for the most decision-relevant feature.
Formula: [Brand] + [Primary keyword] + [Key feature 1] + [Key feature 2] + [Size/Quantity] + [Use case]
Example (62 characters): "NatureBrew Organic Green Tea, Whole Leaf, 50 Bags, Hot or Iced"
Key rules: Primary keyword in first 80 characters (mobile truncation point). Include brand name first (required by Amazon). Use pipes or dashes to separate phrases. Include quantity/size (reduces pre-purchase questions). Never use ALL CAPS (violates Amazon style guide).
Amazon buyers scan bullet points in 3 seconds. Structure each bullet with a CAPS keyword lead followed by the explanation:
Wrong: "High quality materials used in manufacturing"
Right: "FOOD-SAFE STAINLESS STEEL — Double-walled 18/8 steel keeps coffee hot for 6 hours and cold for 12. BPA-free. Dishwasher-safe lid."
Amazon gives you 250 bytes of backend search terms (invisible to buyers, fully indexed by A9). Rules: Do not repeat words already in your title or bullets. No commas — just spaces between terms. Include common misspellings, plural/singular variations, Spanish translations (if selling in US), and synonym terms buyers might use.
A+ Content (formerly Enhanced Brand Content) replaces your basic product description with rich media modules. Sellers with A+ Content see 3-10% higher conversion rates on average. Use it for: comparison charts, lifestyle imagery, brand story, and detailed feature breakdowns.
Listara builds the complete Amazon listing package: a title capped at 75 characters, a 125-character Item Highlights field, 5 benefit-led bullet points, product description, and backend keyword suggestions. Input your product details and get a ready-to-paste listing in under 15 seconds.