Having worked with Amazon as an Amazon ad agency, we have observed that success in Amazon is not necessarily about bidding more or using the correct keywords, but evolving to changes in the algorithm that alter the way ads perform and the way listings rank. As an investor in Amazon advertising management, it is important to understand these shifts to remain ahead.
1. Algorithm changes impact ranking signals
The ranking algorithm at Amazon (which is commonly mentioned as A9, and is currently developing into A10) has changed its priorities. Previously, it had been more concerned with company-level metrics, conversion rate, click-through rate, and sales velocity. The latest updates, however, stress more on broader indicators: the outside traffic, steady sales, and the quality of the listing.
In the case of ad campaigns, this implies that your ad performance is not in a vacuum and that the performance of the underlying listing of products influences the degree to which your ads are going to perform.
2. Better listing quality strengthens your ad effectiveness
Because the algorithm tends to rank listings based on their quality content, accurate metadata, good imagery and good reviews, it implies that listing optimization needs to be incorporated into Amazon advertising management. Even the questions placed in good spots might not work to convert when your listing is weak, and the algorithm might not show your product as much in general. Research reveals that content relevancy and the quality of listing have become fundamental ranking criteria.
3. External traffic and holistic strategy matter
Among the most significant changes in the algorithm, it is possible to note the increasing importance of other traffic sources, other than Amazon itself. When you are sending traffic via social media, email marketing, influencer posts, etc., and redirecting that to your Amazon listing, Amazon rewards and notices it.
As far as your ad campaigns are concerned, it means that the strategy should belong to a larger ecosystem. Advertisements will not necessarily work if you disregard off-Amazon channels. Being an Amazon ad agency, we combine external traffic and ad expenditure in unison to achieve optimal outcomes.
4. Implications for ad campaign management
Considering these changes in the algorithm, the following are the major implications to Amazon advertising management:
● Concentrate on conversion by optimised listings and not just increasing impressions.
● Use advertisement campaigns to channel external traffic, not only internal Amazon traffic.
● Add more marketing (social, email, influencer) to enhance the overall performance.
● Constantly update listing health (reviews, stock availability, fulfilment metrics) as this influences ranking and thus ad results.
Conclusion
In the modern competitive market, being the first to change is to make a change in both advertisements and listings. When you collaborate with an Amazon ad agency specialist, you will have access to a complex approach that coordinates the optimisation of listing, traffic creation and advertising expenses. Our team at Perfality has an option of full-service support, which would be more beneficial to any brand that aims to promote visibility, conversions, and growth.
By accepting the modifications in the Amazon algorithm and adjusting your ad and listing strategy to them, you will be in a much better position to win.