Amazon SEO glossary.
14 search engine optimization terms defined for private-label brand operators. Cross-linked to related concepts.
See also: full glossary
A10 Algorithm— Amazon A10 Search Algorithm
"A10" is an informal community label, not an official Amazon algorithm name or version. Amazon does not publish a stable ranking-weight formula under that name, so BFarm does not use the term as evidence that a specific seller action will change placement.
Related: cosmo, rufus, amazon-seo
COSMO— Amazon COSMO algorithm
COSMO is described in Amazon Science research as a large-scale common-sense knowledge system for e-commerce. The research provides product-discovery context but does not expose a public ranking formula or prove that a particular listing edit will change placement.
Related: a10-algorithm, rufus, amazon-seo
Rufus— Amazon Rufus AI shopping assistant
Rufus is Amazon's generative AI shopping assistant for product-discovery questions in Amazon experiences. Accurate, readable product information is a quality practice, not a guarantee that a listing will be selected, cited, indexed, or ranked by Rufus.
Related: cosmo, a10-algorithm
Amazon SEO— Amazon Search Engine Optimization
Amazon SEO is a common label for work on accurate catalog content, policy, Amazon-native query evidence, and listing discoverability. Amazon controls indexation and placement and does not publish a stable A10/COSMO weighting formula for BFarm to promise against.
Related: a10-algorithm, cosmo, rufus, a-plus-content
Backend Keywords— Generic Search Terms Field
The hidden keyword field in the listing editor, indexed for search but never shown to shoppers. Amazon enforces a strict length cap and ignores repetition of words already in visible copy, so it is best spent on synonyms, spellings, and use-case language the copy cannot carry.
Related: indexing, amazon-seo, product-title
Indexing— Keyword Indexation
An ASIN is indexed for a keyword when it is eligible to appear in results for that search at all. Indexation is binary and precedes ranking: a listing cannot rank for a term it is not indexed for. Commonly verified by searching the ASIN together with the term.
Related: organic-rank, backend-keywords, amazon-seo
Organic Rank— Organic Search Position
The position of an ASIN in unpaid results for a query. Track it by query, marketplace and period. Ad results alone do not establish an organic-ranking effect.
Related: indexing, a10-algorithm, search-query-performance
SQP— Search Query Performance
The Brand Analytics report that shows, per search query, the funnel from impressions to clicks, cart adds, and purchases, both for the whole market and for the brand's own share of it. The primary first-party dataset for deciding which keywords deserve budget.
Related: organic-rank, ctr, amazon-seo
Browse Node— Amazon Category Node
A node in Amazon's category tree that a product is assigned to. It determines category-page placement, the context for BSR, and in some cases which referral-fee schedule and gating rules apply. Misassigned nodes are corrected through support cases.
Related: bsr, gating, referral-fee
Honeymoon Period— New-ASIN Ranking Window (unofficial)
An unofficial seller-community label for the idea that new ASINs get a favorable early ranking window. Amazon has never documented such a mechanic. Treat it as a working hypothesis that early sales history matters, and avoid scheduling a launch around an assumed deadline.
Related: organic-rank, a10-algorithm
BSR— Best Sellers Rank
The sales-based rank Amazon assigns within each category and subcategory, refreshed frequently. It reflects recent sales relative to competing ASINs in that node. It works as a trend and demand signal and stays unreliable as an absolute sales estimate.
Related: browse-node, organic-rank
Amazon's Choice— Amazon's Choice Badge
A badge Amazon attaches to one offer per search phrase. The selection criteria are not published. It correlates with strong availability, pricing, ratings, and fast delivery for that query, and it can move to a competing ASIN at any moment.
Related: organic-rank, featured-offer
Search Suggestions— Amazon Autocomplete
The query completions Amazon offers as a shopper types. They reflect real search demand and its exact phrasing, which makes them a fast source of keyword variants. Suggestions differ by marketplace and shift with season.
Related: backend-keywords, organic-rank
Amazon Posts— Amazon Posts (discontinued)
Amazon Posts was a brand-content feed. Amazon discontinued Posts in July 2025, after disabling new Post creation in June 2025. It is no longer an available promotion tool.
Related: brand-store, brand-registry
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