Amazon SEO glossary.

4 Amazon search and ranking terms defined for Amazon sellers.

A10 Algorithm — Amazon A10 Search Algorithm: "A10" is the informal name the Amazon SEO community uses for Amazon's current search and ranking algorithm, succeeding "A9" — Amazon does not officially confirm algorithm names or version numbers. It's understood to weigh sales velocity, conversion rate, organic vs. paid traffic balance, click-through rate, and review volume. Increasingly augmented by COSMO for context-aware ranking in 2024+.
COSMO — Amazon COSMO algorithm: COSMO is Amazon's context-aware ranking model that augments A10 with intent inference, listing extractability, cross-product context, and trust signals (review velocity, account health). Listings written for keyword density alone perform worse under COSMO than listings written in clear natural language.
Rufus — Amazon Rufus AI shopping assistant: Rufus is Amazon's generative AI shopping assistant launched in 2024, handling product discovery questions inside the Amazon app and website. As of 2025, Rufus answers ~270M daily queries. Listings that read like clear natural language with explicit benefits and use cases surface better in Rufus answers than keyword-stuffed copy.
Amazon SEO — Amazon Search Engine Optimization: Amazon SEO is the practice of improving organic visibility and ranking inside Amazon search. Distinct from Google SEO: focuses on title structure, bullet keywords, backend search terms, A+ Content keyword indexing, and conversion-rate signals A10/COSMO weight in ranking.