Recently, I spoke with two bestselling authors who were perplexed by their significant drop in Amazon sales in July. When I mentioned Amazon’s major changes to book ranking and search, which were rolled out in June, they were stunned. If you haven’t heard about these updates, you could be missing out on visibility and sales. Now is the time to review and refresh your descriptions, keywords, and more.
Amazon has evolved its search engine algorithm from A9 to A10, a change that dramatically redefines how books are discovered on the platform. Here's what authors need to know and how to adapt effectively.
Amazon is increasingly prioritizing user experience and authentic engagement over clever keyword-stuffing. Think of it as a search engine optimized for purchases, not just clicks. Listings that excel in relevance and reader engagement will rise in visibility.
A10 heavily rewards listings that attract visitors from outside Amazon—be it via your author website, blog, social media, email lists, or influencer mentions. These external signals convey genuine interest and can elevate your search ranking.
Amazon now evaluates more than just keywords and sales—it weighs your reputation. Positive reviews, a low return rate, high-quality book descriptions, and timely customer service all boost your authority.
A10 emphasizes how readers interact with your book listings. A compelling cover, an enticing “Look Inside” preview, and a thoughtful description can boost click-through and conversion rates—key indicators of book quality.
Professional cover design, accurate metadata, and polished book page elements (title, cover, description, pricing) remain essential. These impact everything from click-through appeal to reader trust.
Rather than accumulating a high number of superficial reviews, prioritizing thoughtful, substantive feedback is more valuable and favored by the algorithm.
While launch-day sales are critical, sustaining visibility requires more than just an initial push. Continued promotion during the 30-day launch window keeps your book visible in Amazon’s recommendation engine.
Action Plan for Authors Under A10
| Tactic | What to Do |
|---|---|
| Drive external traffic | Use your website, email list, social media, blogs, and influencers to funnel readers to your Amazon page. |
| Optimize your book page | Ensure your cover is genre-appropriate and professional; craft engaging descriptions, and preview opening pages via “Look Inside.” |
| Boost engagement metrics | Test different covers or descriptions to improve CTR; measure how much time readers spend on your page and adjust accordingly. |
| Strengthen your author brand | Accumulate authentic reviews, respond to reader feedback, and maintain excellent service. |
| Plan your launch strategically | Maintain promotional efforts—ads, posts, newsletters—during your launch window to sustain visibility. |
| Use Amazon Attribution (if eligible) | Track which external campaigns are driving sales and optimize accordingly |
Final Thought
The A10 algorithm elevates books that combine high-quality presentation, authentic engagement, and visibility both on and off Amazon. For authors, this means that a holistic approach, including professional listings, reader-centric marketing, and consistent branding, will be rewarded more than ever. Think beyond “publish and pray.” Create a reader-first, marketing-savvy strategy, and your book will stand out.
Resources for story: amarketingexpert.com, Buzzsprout, Intero Digital, Shimmr AI, My Amazon Guy, ProBookLaunch.
