[Amazon Marketplace Entry Guide for Local Retailers: SEO Basics to Ally with A9 Algorithm]

When local retailers try to expand their sales channels nationwide, one of the most efficient platforms is Amazon Marketplace. Minimizing the burden of attracting customers on your own and utilizing Amazon's overwhelming traffic is a great attraction, but products will be buried just by listing. This article explains the basics of Amazon's unique search engine "A9 Algorithm" and the basics of SEO (Search Engine Optimization) to raise search rankings in MECE (Mutually Exclusive, Collectively Exhaustive) with technical terms.

A conceptual visual showing a local Japanese retail store owner bridging the gap to a digital marketplace, representing the transition from physical local sales to national e-commerce distribution through a sophisticated online platform.

1. Structure of Amazon Marketplace and A9 Algorithm

Amazon Marketplace is a mechanism where external sellers can list products alongside those sold by Amazon itself. What becomes important here is determining the search ranking within Amazon,the algorithm called "A9" which determines search rankings within Amazon. While Google's search engine emphasizes "relevance of information", A9 tends to prioritize displaying "products with high potential to sell".

In other words, even excellent local products will not be seen by users unless the system recognizes them as "products that sell".

Detailed technical data visualization showing search engine optimization metrics, performance charts, and conversion rate analysis tools used to evaluate e-commerce ranking factors and algorithm behavior in a professional business environment.

2. 2 Major SEO Indicators: CTR (Click Through Rate) and CVR (Conversion Rate)

In the A9 algorithm, the variables with the greatest influence are CTR (Click Through Rate) and CVR (Conversion Rate).

3. ASIN Management and Product Catalog Optimization

On Amazon, all products are managed by a unique identification number called ASIN (Amazon Standard Identification Number). Strategies differ for products that already exist in Amazon's catalog (piggyback listing) and your own unique products (new listing) when local retailers enter.

For new listings, appropriate keyword selection is the lifeline. By appropriately placing not only 'big keywords' with large search volume but also 'small keywords' including local names and specific uses in product titles and search keyword fields, you can surely catch niche demand.

A professional workspace showing a merchant managing online product listings and inventory databases on a laptop, focusing on strategic data organization and digital catalog management for a growing e-commerce business.

4. 3 Actions Local Retailers Should Take First

1. Preparation of High-Quality Main Images: Prepare high-resolution images that convey product texture while adhering to white background rules.
2. Utilization of FBA (Fulfillment by Amazon): Delivery speed and reliability are directly linked to CVR. It is also effective in minimizing shipping costs from rural areas.
3. Acquisition of Initial Reviews: Utilize Amazon Vine Early Reviewer Program etc. to send a signal to the algorithm that it is "evaluated".

FAQ

Q. Can even a small local store win on Amazon?
A. Yes. Amazon evaluates "whether the product is sought by customers" rather than "who is selling it" with algorithms, so if appropriate SEO measures are taken, even local retailers can aim for exposure on par with major companies.
Q. Does the A9 algorithm change frequently?
A. Minor adjustments are constant, but the basic principle of 'favoring selling products' is consistent. Chasing essential metrics like CTR, CVR, and inventory maintenance is the best measure.

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Summary

Entering Amazon Marketplace is a huge chance for local retailers to reach customers nationwide. The key to success lies in page creation conscious of CTR and CVR emphasized by the A9 algorithm, and appropriate ASIN management. Start with main image improvement and keyword optimization, and iterate improvements while watching data trends.

Published: 2026-2-10 / Author: Yuta Ito

References

  • [1] Amazon Seller Central Help: Optimize your product listings
  • [2] Amazon Advertising: Understanding search results and A9 algorithm
Disclaimer: This article is for informational purposes only and does not substitute for professional advice. The effects of the content described may vary due to Amazon algorithm changes.