Intro: What is Amazon Seller? Selling Types and A9 Algorithm Basics that New Graduates Should Know
When developing business in the huge marketplace of Amazon, what should be understood first is the position as an "Amazon Seller" and the rules specific to the platform. In this article, we explain from selection criteria of listing types indispensable for new graduate EC managers to produce results in the shortest time, to how to capture search algorithm "A9", using technical terms in MECE (Mutually Exclusive and Collectively Exhaustive) manner.
1. Definition of Amazon Seller and Selection of Selling Type (Professional/Individual)
"Amazon Seller" refers to a sales business operator who lists on Amazon Marketplace. It is a business model where you purchase products yourself and sell them directly to consumers using Amazon's customer attraction power. The first choice you face is whether to register as "Pro Merchant" or "Individual".
- Professional Plan: 4,900 JPY/month (excl. tax). Buy Box eligibility, Ad Operations, and detailed reporting are available. Essential if expecting to sell 49+ items a month.
- Individual Plan: No monthly fee (100 JPY per item sold). Many feature restrictions and no new catalog creation, so unsuitable for business use.
2. Essence of Amazon Search Engine "A9 Algorithm"
The biggest factor influencing sales within Amazon is the search ranking by "A9 Algorithm". While Google's SEO emphasizes "comprehensiveness of information", Amazon's A9 prioritizes "probability of being purchased (satisfaction of purchasing desire)".
Evaluation axes are mainly summarized in these 3 points:
- Keyword Relevance: Whether appropriate ASIN info is included in title, bullet points, and search keywords (backend).
- Performance History: Unit Session Percentage (CVR), Sales History, Inventory Retention.
- Customer Satisfaction: Quantity and quality of reviews, Order Defect Rate (ODR).
3. Logistics Strategy: Maximizing CVR (Conversion Rate) by Using FBA
One of the "Three Sacred Treasures" for Amazon Sellers to succeed is FBA (Fulfillment by Amazon). By depositing products in Amazon's warehouse, Amazon acts on your behalf for shipping, customer service, and return handling. The biggest merit is that the "Prime Mark" is granted to the product. This improves the purchasing experience (UX) of users who value delivery speed, and as a result, search ranking and CVR are greatly improved.
4. Major KPI Data Sellers Should Watch
Among the huge amount of data that can be checked on Amazon Seller Central, we have summarized the numbers that the person in charge should check every day below. Data-driven decision making is the key to scaling up.
FAQ
- Q. Is it possible to switch from Individual to Professional plan?
- A. Yes, you can change it anytime from Seller Central settings. However, category approval or brand registry specific to Professional plan may be required.
- Q. What is the most important factor in the A9 algorithm?
- A. Recent 'Sales Velocity' and 'CVR (Conversion Rate)' are extremely emphasized. A positive feedback loop works where better-selling items appear higher in search.
Take Your EC Business to the Next Stage
Are you worried about Amazon SEO measures, FBA utilization, or ad operation?
Professional consultants support maximizing your sales.
Summary
The first step as an Amazon Seller is to prepare the sales environment through Pro Merchant listing and optimization for A9 Algorithm (SEO). In particular, the use of FBA should be seen not as mere outsourcing of logistics, but as "marketing investment" for improving search ranking and gaining trust. By thoroughly implementing these basics, even new graduate managers can achieve highly reproducible sales expansion.
Published: 2026-2-10
Author: Yuta Ito
Read Also
References
- [1] Amazon Seller Central Help - Selling Plans
- [2] Amazon Ads - Understanding Search Results and A9 Algorithm