If you want to know whether you’re optimizing your listings based on Amazon SEO factors that actually impact your rankings, keep reading.
There are countless theories about how Amazon decides which products appear in search results. Some sellers rely on outdated strategies, while others chase speculation rather than proven data.
So, which factors truly influence rankings in 2025? In this article, we’ll go over insights regarding the latest Amazon SEO factors that impact search rankings based on data.
Amazon SEO Factors for 2025
Amazon doesn’t officially disclose how its algorithm ranks products, which leads to constant speculation. However, based on data from over 500+ accounts, our full-service Amazon agency has identified key ranking factors that influence search results in 2025.
While these insights aren’t confirmed by Amazon, they reflect what moves rankings based on real seller data.
- PPC Sales
The biggest driver of rankings today. Amazon continues prioritizing paid placements, making PPC sales essential for SEO. - Organic Sales
Impact has increased, proving that driving organic purchases still plays a major role in ranking improvements. - Reviews
No longer a strong ranking factor. While positive reviews help conversion rates, they don’t directly influence search rankings as much as they used to.
Amazon SEO vs. Google SEO
Some might assume Amazon follows Google’s SEO principles, but that’s not the case. While Google prioritizes engagement metrics like time on page, backlinks, and bounce rate, Amazon focuses purely on what drives sales.
Amazon’s ranking algorithm doesn’t consider backlinks or user engagement. Instead, it prioritizes factors like PPC sales, organic sales, and conversion rates—all directly tied to product performance.
While Google aims to provide the most relevant information, Amazon’s goal is to surface products that are most likely to sell. This key difference is why traditional Google SEO strategies don’t translate directly to Amazon.
Impact of Rufus on Amazon SEO in 2025
Sellers assume that optimizing listings for Rufus will increase visibility in search results. Since Rufus is Amazon’s AI-powered assistant, they believe aligning content with its responses will improve rankings.
However, Amazon has not changed its core ranking algorithm for Rufus. The same SEO factors continue to determine search rankings, making traditional optimization strategies still effective.
Instead of modifying listings for Rufus, use it to gain insights into customer behavior. Refining your messaging based on these insights can help improve conversions without compromising SEO.
Proven SEO Strategies: Sticking to the Basics
Sellers should stick to the basics because the core principles of Amazon SEO remain effective. While trends change, fundamental optimization strategies still drive results.
- Write Copy in A+ Content
A+ Content enhances conversions, but it also impacts SEO when used correctly. Adding keyword-rich alt text to images helps Amazon index relevant terms, increasing discoverability.
- Optimize Main Image
The main image is crucial for click-through rates, which directly affect rankings. While Amazon doesn’t allow metadata edits for images, ensuring a high-quality, clear, and compelling main image can improve traffic and conversions.
Want to learn how to optimize your listings with SEO strategies that actually work? Enroll in MAG School’s Amazon SEO course and improve your rankings today.
Mastering Amazon SEO in 2025: Focus on What Truly Moves the Needle
Understanding the factors that impact your rankings is essential for creating effective Amazon selling strategies. Instead of relying on speculation, focus on proven data-driven methods that align with Amazon’s algorithm.
By sticking to fundamental SEO principles, you can improve visibility and drive consistent sales growth. Learning what truly affects rankings ensures that your efforts are intentional, helping you optimize with confidence rather than making changes blindly.
If you need help improving your Amazon SEO strategy, reach out to our Amazon agency and let our experts guide you!
