The Amazon search algorithm, often referred to as A9 or A10, has evolved far beyond a simple keyword-matching engine. While strategic keyword research remains foundational, D2C brands that focus solely on keyword stuffing are missing the forest for the trees. In 2026, the battle for the top spot on Amazon’s Search Engine Results Page (SERP) is won by optimizing for customer behavior signals, specifically Click-Through Rate (CTR), Conversion Rate (CVR), and Sales Velocity [1].
The New SEO Trinity: CTR, CVR, and Velocity
Amazon’s primary goal is to maximize sales and customer satisfaction. Therefore, its algorithm rewards products that demonstrate a high probability of leading to a purchase. This is measured through a trinity of performance metrics that are far more influential than keyword density alone.
First, Click-Through Rate (CTR) measures the percentage of shoppers who click on your listing after seeing it in the search results. A high CTR signals to Amazon that your main image, title, and price are highly relevant and compelling to the search query. A good benchmark for CTR is typically over 0.5% [2].
Second, Conversion Rate (CVR) measures the percentage of shoppers who purchase the product after clicking on the listing. A high CVR signals that your product detail page (PDP)—including the bullet points, description, and A+ Content—effectively convinces the customer to buy. The average CVR on Amazon is around 9-12% [3].
Third, Sales Velocity is the rate at which your product sells. It is the ultimate signal of relevance and demand. The Amazon algorithm prioritizes products with high sales velocity, creating a positive feedback loop where high sales lead to higher rankings, which in turn leads to more sales.
Optimizing for Customer Intent, Not Just Keywords
The modern Amazon algorithm is increasingly sophisticated, relying on natural language processing and AI to understand the customer’s transactional intent behind a search query [4]. For example, a search for “best noise cancelling headphones” implies a customer is in the research and comparison phase, requiring the listing to focus on comparison charts and detailed specifications.
A search for a specific model, like “sony wh-1000xm5 black,” implies a transactional intent, where the listing must focus on a clear title, competitive price, and immediate availability. Finally, a search like “gift for dad who loves coffee” implies a discovery and solution intent, requiring the listing to focus on lifestyle images, gift-packaging options, and emotional copy. To optimize for intent, D2C brands must move beyond simply listing keywords and instead structure their content to satisfy the customer’s need at every stage of their journey.
Digital agencies are multifaceted, offering a wide array of services to meet the evolving needs of the digital landscape businesses reach their target audience.
Habibur Rahman
Actionable Steps for 2026 Amazon SEO
To dominate Amazon search in 2026, D2C brands must implement a holistic strategy that prioritizes performance metrics. This includes Front-End Optimization (CTR) by investing heavily in a compelling main image, a benefit-driven title, and a competitive price point. It also requires Back-End Optimization (CVR) by ensuring bullet points, product descriptions, and A+ Content are clear, concise, and persuasive, using high-quality images and video to reduce buyer friction. Brands must also focus on Velocity Acceleration by using strategic Amazon PPC campaigns to drive initial sales and boost sales velocity. Finally, it is crucial to monitor and iterate by continuously tracking CTR and CVR for top keywords. If a listing has a high CTR but a low CVR, the listing content needs immediate revision. If it has a low CTR, the main image and title need to be improved.
By shifting the focus from keyword density to the customer experience and performance signals, D2C brands can ensure their products not only appear in search results but also convert at the highest possible rate, securing long-term organic dominance.
References
[1] EcomClips. Amazon SEO in 2026: What Really Works to Boost Rankings…. [2] TriviumCo. Master Amazon Conversion Rate Optimization…. [3] Canopy Management. The Amazon Seller’s Essential Metrics Guide for 2025. [4] Goat Consulting. Amazon Experts Insights for 2026.