Amazon A10 Algorithm Shift: Is Performance Now More Important Than Keywords?

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Has anyone else noticed how Amazon’s “A10” algorithm updates seem to be shifting the game?

There’s growing discussion that Amazon’s newer ranking system has moved away from heavy keyword matching and is now prioritizing performance-based signals — especially things like conversion rate, sales velocity, click-through rate, and overall engagement.

This seems to be particularly impactful during a book’s critical first 30 days on the market, where early performance may matter more than traditional keyword optimization alone.

If this is accurate, it could mean that visibility is becoming less about stuffing keywords and more about how well a book actually performs once it’s live.

Curious to hear what others in the community think: Have you seen changes in rankings or launch performance that support this shift? 🤔

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