Have your Amazon sales doubled recently—yet your organic rankings have mysteriously dropped? You’re not alone.This puzzling trend has become increasingly common, especially after recent updates to Amazon’s A9 algorithm. Sellers are seeing strong sales numbers but declining organic rankings, which can impact long-term visibility and growth.
In this article, we’ll explore why this happens and share actionable fixes to help you regain your ranking and optimize your Amazon listings effectively.
Why Sales No Longer Equal Higher Rankings
In the past, high sales velocity was one of the strongest signals to Amazon’s ranking system (A9) that your product deserved visibility. But now, sales alone don’t cut it.
The updated A9 algorithm incorporates a more complex evaluation of buyer behavior and listing quality, including:
- Click-Through Rate (CTR)
- Conversion Rate (CVR)
- Search Relevance
- Customer Experience Metrics (returns, ratings, reviews)
- Traffic Source Quality (organic vs. paid vs. off-site)
In short, sales with weak buyer signals can drag your ranking down.
🔍Example: If you run a 70% off promo and get 500 sales, but most buyers bounce quickly, return the product, or leave no reviews—Amazon sees this as low-quality engagement.
Key Changes in the 2025 A9 Algorithm
1. Behavioral Metrics Are Now Front and Center
A9 now emphasizes post-click behavior. If users click your product but don’t buy, or bounce quickly, that hurts your ranking.
2. Ad Traffic No Longer Strongly Influences Organic Ranking
Ad-driven sales (especially with poor conversion or high ACOS) now contribute less to organic ranking than before.
3. Search-Term and Category Relevance is Tighter
Improper use of keywords, irrelevant categories, and mismatched product metadata can penalize listings more heavily now.
4. Negative Signals Are Amplified
High return rates, negative reviews, and poor seller metrics have a stronger dampening effect on visibility.
Actionable Fixes: How Sellers Can Recover and Optimize
✅1. Audit Your Listing for Relevance and Engagement
- Optimize your title, bullet points, and backend keywords for clarity and category accuracy.
- Use A+ Content and lifestyle images to increase dwell time and engagement.
- Test variations to improve CTR (try A/B testing your main image and title via Amazon Experiments).
✅ 2. Balance Your Traffic Mix
- Avoid relying 100% on heavily discounted or paid traffic.
- Focus on building organic, intent-driven traffic via targeted long-tail keywords.
- Run external traffic (Google, social media) only when you’re confident your listing can convert.
✅ 3. Optimize for Conversion Quality, Not Just Volume
- Focus on review generation from satisfied customers using compliant follow-up systems.
- Improve packaging, instruction clarity, and support to reduce returns.
- Consider adding a video and FAQs to reduce confusion pre-purchase.
✅ 4. Monitor & Improve Buyer Metrics
- Regularly check unit session percentage, return rate, and seller feedback in Seller Central.
- Flag and fix product variations with higher refund or complaint rates.
- Use tools like Helium 10, DataHawk, or Sellerboard to track and benchmark metrics.
📉Pro Tip: Shift from “Sales Focus” to “Signal Focus”
In 2025 and beyond, Amazon rewards listings that not only sell but also generate strong user signals.
Your new mantra should be:
✅“Don’t just sell. Convert well, retain trust, and signal relevance.”
Conclusion
The Amazon algorithm is evolving—fast. What worked in 2022 or 2023 may now hurt your visibility in 2025. If you’re experiencing strong sales but poor rankings, it’s not a fluke—it’s the new normal under A9.
