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A9: Let’s Get Technical!

If you’ve made your way here after reading all of the other blogs on our website, then that means you’ve taken the red pill and are ready to go down the rabbit hole of Amazon’s most intriguing feature: A9

What is A9?

A9 is an algorithm. It’s Amazon’s very own search engine and the biggest ace Amazon holds in terms of algorithms. Any time you search a product on Amazon, you are using A9.

Even though it works directly with Amazon and is subsidiary, the A9 division is a separate entity based in Palo Alto, California. Amazon in fact created A9 back in 2003, with an incentive at making advances in technology for search and advertisement. Even the website was separate from Amazon ( but they changed things in 2019 after Amazon came under fire for allegedly giving the higher group to products with higher sales. Now the website redirects to

“OK, that’s interesting. But what actually is A9?”

This is where the rabbit hole starts.

A9 basically helps Amazon keep its reputation of being the most customer-friendly online marketplace. It gathers historical traffic patterns, search data, and various other information to create an algorithm which will drive the customer to the product(s) they are searching for.

Confused? No problem!

Imagine this scenario:

You are on, looking for black backpacks. You search “black backpacks” in the search bar and it brings out a variety of black backpacks. You open one listing, and it brings you suggestions for similar items. It does NOT bring suggestions for buying a black sports water bottle, simply because it is not relevant to your search. How does Amazon know this? Using A9, of course!

Simpler to understand, isn’t it?

A9 generally takes two things in consideration:

  • The performance of a product
  • The relevancy of a product

Basically, when you search “black backpacks,” A9 will not only bring relevant results to your attention, it will also bring the best results. Meaning products that rank higher in terms of BSR and have good rating and reviews. Why does it do that? Because the more a product sells, the more Amazon benefits. It’s a win-win situation!

Of course, performance and relevance are not separate terms on their own. There’s a lot that sellers have to do to stay relevant and perform well on Amazon’s marketplace, and therefore being best friends with A9. How exactly is this done? No worries. We have detailed blogs on how you can boost yourself on Amazon and skyrocket with A9! Now that you have an general understanding of A9, check out the other blogs on our website to see how you can leverage this awesome feature on Amazon!

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