What is Amazon Seller? Selling Formats and A9 Algorithm Basics that New EC Managers Should Know
When starting sales on Amazon, what should be understood first is definition of "Amazon Seller" and sales logic specific to platform. Just listing products will get buried in huge product groups. In this article, from basic knowledge of Amazon Seller to mechanism of search algorithm "A9" that influences sales, we condense and explain essence for new EC managers to produce results in shortest time.
Table of Contents (Click to Expand)
1. Decisive Difference between Amazon Seller and Vendor Central
There are broadly two types of selling formats on Amazon: "Amazon Seller (Seller Central)" and "Amazon Vendor (Vendor Central)". Amazon Seller is a 'Marketplace Model' where sellers sell directly to consumers, and sellers hold initiative in pricing and Inventory Management.
On the other hand, Vendor Central is "Direct Sales Type" wholesaling products to Amazon. While Seller has high degree of freedom, it requires strategic operation because marketing and customer service need to be controlled by yourself.
2. Core of A9 Algorithm: Correlation between CTR and CVR
It is "A9 (currently also called A10)" algorithm that determines search result ranking in Amazon. What this algorithm emphasizes most is "Sales Maximization".
- CTR (Click Through Rate): How much it was clicked when displayed in search results. Attractiveness of main image and title is directly linked.
- CVR (Conversion Rate): How much users who came to product page purchased. Number of reviews, product description, quality of A+ (Enhanced Brand Content) are questioned.
Products with high these two indicators are judged as "high customer satisfaction" and enter positive spiral where search ranking rises.
3. First Step of SEO, Index Registration and Keyword Selection
No matter how excellent the product is, it is same as not existing if it is not recognized by system. First, it is essential to be "indexed" with targeted keywords. Let's place important words MECE (Mutually Exclusive and Collectively Exhaustive) in title, bullet points, search keywords (backend keywords).
4. Performance Comparison of Selling Formats Seen in Data
The following chart visualizes changes in major indicators before and after implementing SEO measures in general Amazon Seller. It shows how CTR and CVR improve by appropriate keyword measures and image optimization.
FAQ
- Q. What is required for Amazon Seller registration?
- A. Identity verification documents, credit card, bank account, and phone number are required. For corporations, entry of registration information is also required.
- Q. What is most effective for A9 algorithm measures?
- A. Operation of Ads (Amazon Advertising). By forcibly increasing exposure and making sales track record, it also has good influence on organic search ranking.
Take Your EC Business to the Next Stage
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Consult on Strategy for FreeSummary
Success as Amazon Seller depends on whether you understand characteristics of selling format and can operate according to rules of search algorithm "A9". By constantly being conscious of improving CTR and CVR and repeating appropriate keyword selection and data analysis, sustainable sales growth becomes possible. First, start by checking index status of your products.
Published: 2026-2-9 / Author: Yuta Ito
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References
- [1] Amazon Seller Central Help: Fulfillment by Amazon (FBA)
- [2] Amazon Advertising: Understanding Search Ranking Factors