Amazon’s search algorithm is a complex system that is responsible for sorting through the vast amount of products available on the Amazon website and delivering relevant results to users. As an example, if you, as an Amazon customer, type “immune support supplement” into the search bar, Amazon has a few primary concerns to address when deciding which products it will deliver in your search results. Amazon wants to protect its own reputation by providing an excellent user experience. Therefore, once the algorithm has identified all of the listings indexing for the keyword phrase “immune support supplement,” it will next scan the listing. This is where having a listing optimized with high-quality images, video, the proper amount of characters and bullet points, and enhanced brand content is critical. If Amazon has given you a place for a photo and you haven’t used it, that is an indicator that this listing is not all it could be, and therefore it will choose a competitor that has used that photo slot. 


Next, it wants to be certain the product is in demand, that people are purchasing the product, and that they like it. So having a large number of positive reviews is extremely important. 


Here is an overview of how the algorithm works:


1. Keyword matching: When a user searches for a product on Amazon, the algorithm first looks for matches between the keywords in the search query and the information available on the product listings. This includes titles, descriptions, and other metadata associated with the products.

2. Relevance ranking: After the algorithm has identified a list of products that match the search query, it uses a variety of factors to determine the relevance of each product to the user’s search. These factors include the product’s sales rank, customer ratings and reviews, and the amount of time the product has been available on the site.

3. Personalization: Amazon’s algorithm also takes into account a user’s personal browsing and purchasing history to deliver more personalized search results. For example, if a user frequently purchases products from a particular brand or category, the algorithm may prioritize those brands or categories in the search results.

4. Sponsored products: In addition to the organic search results, Amazon also displays sponsored products at the top and bottom of the search results page. These products are paid advertisements that are selected based on their relevance to the search query and the likelihood that the user will make a purchase.

5. Product availability: If a product is out of stock, it may not be included in the search results or may be ranked lower in the search results. This is because Amazon’s algorithm prioritizes products that are available and ready to be shipped to the user.

a. Product detail pages: When a user clicks on a product listing, they are taken to the product detail page. If a product is out of stock, the detail page may not include important information about the product, such as pricing, ratings, and reviews. This can affect the product’s ranking in the search results and may decrease its overall relevance to the user.

b. Customer reviews: Customer reviews are an important factor in Amazon’s algorithm, as they provide valuable feedback about the quality and usefulness of a product. If a product has been out of stock for an extended period of time, it may have fewer reviews, which could negatively impact its ranking in the search results.


Bonus Tip: Inventory can significantly impact the ranking of a product in Amazon’s search results and its visibility to potential customers. It is important for sellers to manage their inventory levels and ensure that their products are available for purchase on the Amazon website. We recommend using FBA (fulfilled By Amazon) and never dropping below 300 units in stock at any given time. 


In the end, Amazon’s search algorithm is constantly evolving and being refined to deliver the most relevant and personalized results to users. By using a combination of keyword matching, relevance ranking, personalization, and sponsored products, the algorithm is able to sift through the millions of products available on the site and present users with the most relevant options.


Want to find out if the Algorithm likes your listing? Click below and schedule a free audit and we’ll show you exactly how strong your listing is on a scale of 1-10 and help you devise a plan to increase your visibility.

Written by John Smiddy

John Smiddy is a seasoned marketer with a wealth of experience in the industry. He is the founder of LeadPlan Marketing and co-founder of NutraMarketers, where he has dedicated his career to marketing for nutrition brands. With a passion for marketing, John has also worked with well-known brands such as Skull Candy and Vans Warped Tour. In addition to his experience in the nutrition industry, John has a diverse background in television and the music industry. He is the author of the insightful book “Stop Guessing, Start Marketing” which showcases his expertise in the field.