【What Is an Amazon Consultant? A9 Algorithm and Sales Maximization Tactics Every EC Beginner Should Know】

WRITTEN BY
Yuta Ito

Yuta Ito

President & CEO

Meets Consulting Inc.

For EC managers who have just started selling on Amazon, getting your products discovered among the vast array of listings is no easy task. This is where the role of an "Amazon Consultant"—an expert who deeply understands the platform's unique characteristics—becomes crucial. This article thoroughly explains the fundamentals every beginner should know, from Amazon's proprietary search algorithm "A9 (also known as A10)" to the "Flywheel" concept for accelerating sales growth.

A conceptual visual representing Amazon marketplace growth, showing a digital dashboard with sales metrics, logistics icons, and global trade elements to illustrate the scope of Amazon consulting.

1. The Role and Necessity of Amazon Consulting

An Amazon Consultant is not merely an operational outsourcer. They are a strategic partner who builds strategies within Amazon's massive ecosystem to "achieve top search rankings and increase conversion rate (CVR)". In particular, expertise in Amazon-specific operational rules such as ASIN (Amazon Standard Identification Number) management and Buy Box acquisition rate maintenance is essential.

A professional business analyst reviewing complex e-commerce data charts on multiple screens, focusing on Amazon marketplace performance indicators and conversion rate optimization strategies.

When in-house resources are insufficient or the reasons for losing to competitors are unclear, leveraging expert knowledge enables not only short-term advertising improvements but also long-term brand value enhancement (such as utilizing Amazon Brand Registry).

2. How to Master the A9/A10 Search Algorithm

The algorithm that determines Amazon search rankings differs significantly from Google SEO. The most important factor is "sales performance".

Analyzing these factors in a MECE (Mutually Exclusive, Collectively Exhaustive) framework and repeatedly conducting A/B tests to improve unit session rate (CVR) is one of the primary responsibilities of an Amazon Consultant.

3. Sales Maximization Strategy: Leveraging the Flywheel Effect

Amazon's growth principle is called the "Flywheel." This refers to the virtuous cycle where advertising (such as Sponsored Products) creates initial sales momentum, which leads to improved search rankings, which in turn generates more organic (natural search) sales.

A conceptual diagram showing the flywheel effect in business, illustrating how customer experience leads to traffic, sellers, and selection, ultimately driving lower prices and growth.

To keep this cycle spinning, it's not enough to simply drive traffic—leveraging the Amazon Vine program for review acquisition and ensuring delivery quality through FBA (Fulfillment by Amazon) are essential.

4. Correlation Data Between Ad Operations and Organic Search

The chart below models the trajectory of ad-driven sales versus organic sales when an Amazon Consultant intervenes. You can see how strengthening ad investment in the early stages gradually increases the proportion of natural search traffic.

Frequently Asked Questions

Q. What is the difference between an Amazon Consultant and an operations agency?
A. Operations agencies primarily handle "tasks" such as product registration and ad setup, while consultants lead "strategic planning" based on market analysis and competitive benchmarking, as well as KPI design for sales maximization.
Q. What is the most important aspect of A9 algorithm optimization?
A. Recent sales volume (velocity) and conversion rate. While proper keyword settings are important, the fastest route is to use advertising to demonstrate a "track record of sales" to Amazon.

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Summary

An Amazon Consultant is a specialist who maximizes seller revenue. Amazon's proprietary search algorithm "A9" places the highest priority on sales performance and conversion rates. To improve these metrics, a "Flywheel" approach that combines advertising operations with product page optimization is essential. Start by reviewing whether your ASINs are being properly evaluated, and reconsider your keyword selection from a MECE perspective.

Published: 2026-02-18 / Author: Yuta Ito

References

  • [1] Amazon Advertising - Sponsored Products Strategy
  • [2] Amazon Seller Central Help - Search Ranking Factors
Disclaimer: This article is for informational purposes only and does not substitute for professional advice. No specific results are guaranteed.