Amazon SEO in 2026: What’s Changed and What Still Works?

The Amazon marketplace continues to evolve at a breakneck pace, and 2026 has brought significant shifts in how the A9/A10 algorithm ranks products. Whether you’re a seasoned seller or just starting your Amazon journey, understanding these changes is crucial for staying competitive. Let’s explore what’s new, what’s evolved, and what timeless strategies still drive success.

The Big Changes in 2026

AI-Powered Search Understanding

Amazon’s search algorithm has become remarkably sophisticated in understanding buyer intent. The system now goes beyond simple keyword matching to comprehend context, synonyms, and even misspellings with unprecedented accuracy. This means your product needs to match what customers are actually looking for, not just contain the right keywords.

What this means for sellers: Focus on natural language in your listings. Amazon’s algorithm now rewards conversational, benefit-focused content over keyword-stuffed titles and descriptions. Think about how real customers describe their problems and needs.

Visual Search Integration

One of 2026’s most significant developments is the enhanced role of visual search. Customers can now snap a photo of a product they like and find similar items on Amazon. This has made high-quality, distinctive product images more important than ever.

Action step: Invest in professional photography that clearly showcases your product’s unique features. Lifestyle images that show your product in use have become particularly valuable for discoverability.

Sustainability and Social Responsibility Signals

Amazon has begun factoring sustainability credentials into search rankings. Products with Climate Pledge Friendly badges, ethical sourcing certifications, or minimal packaging now receive modest ranking boosts, especially when customers filter for these attributes.

Strategy: If your products have genuine sustainability features, make sure they’re properly certified and highlighted in your listings.

Enhanced A+ Content Impact

A+ Content (formerly Enhanced Brand Content) now directly influences search rankings, not just conversion rates. Amazon’s algorithm analyzes this content to better understand your product’s features, benefits, and use cases.

Key insight: Well-crafted A+ Content with relevant keywords and clear value propositions can improve both your visibility and conversion rates simultaneously.

What Still Works (And Always Will)

Conversion Rate Remains King

This fundamental truth hasn’t changed. Amazon is a sales-driven platform, and products that convert well get rewarded with better visibility. Your conversion rate is still the most powerful ranking signal you control.

Focus areas:

• Competitive pricing
• Compelling main images
• Clear, benefit-driven bullet points
• Authentic customer reviews
• Fast, reliable shipping (especially Prime)

Keyword Research Is Non-Negotiable

Despite AI’s sophistication, targeted keyword research remains essential. You still need to identify what terms customers are using to find products like yours and strategically place them throughout your listing.

Best practices:

• Use all available backend search term space
• Include keywords naturally in titles, bullet points, and descriptions
• Target long-tail keywords for specific use cases
• Monitor competitor keywords and search term reports

Customer Reviews Drive Everything

Reviews continue to be critical for both rankings and conversions. Products with more positive reviews consistently outperform those with fewer reviews, all else being equal.

Sustainable approach: Focus on product quality and customer service. Use Amazon’s “Request a Review” button consistently. Never try to game the system with fake reviews, as Amazon’s detection has become incredibly sophisticated.

Sales Velocity Matters More Than Ever

Products that consistently generate sales maintain better rankings. Amazon interprets steady sales as a signal that customers find your product relevant and valuable.

Momentum strategy: Consider strategic promotions during new product launches to build initial velocity. Lightning Deals and coupons can jumpstart rankings when used strategically.

Strategies That Bridge Old and New

Mobile-First Optimization

With over 70% of Amazon searches now happening on mobile devices, your listings must perform perfectly on small screens. This means concise titles, scannable bullet points, and images that look great on smartphones.

Voice Search Compatibility

As Alexa and voice commerce grow, optimizing for voice search has become important. This means using natural, conversational phrases that people would actually speak rather than type.

Example: Instead of just “wireless earbuds bluetooth 5.0,” also think about “wireless earbuds for running” or “best earbuds for small ears.”

Video Content Acceleration

Product videos now appear more prominently in search results and product pages. Videos improve engagement metrics, which Amazon’s algorithm loves.

Quick win: Even a simple, well-lit video showing your product in use can significantly impact your conversion rate and, by extension, your rankings.

Common Mistakes to Avoid in 2026

Over-optimisation: Keyword stuffing is more detrimental than ever. Amazon’s AI can detect unnatural language patterns and may penalise listings that prioritise keywords over readability.

Ignoring backend search terms: Many sellers still leave backend keyword fields empty or poorly optimised. This is leaving money on the table.

Neglecting inventory management: Stockouts devastate your rankings more severely now than in previous years. Amazon’s algorithm heavily penalises inconsistent availability.

Poor mobile experience: If your images don’t load quickly or your bullet points are walls of text, mobile shoppers will bounce, hurting your conversion rate and rankings.

Conclusion

Amazon SEO in 2026 requires balancing time-tested fundamentals with new technological realities. The algorithm is smarter, more nuanced, and more focused on genuine customer satisfaction than ever before.

The sellers who succeed are those who focus on creating genuinely valuable listings that serve customer needs first while strategically incorporating SEO best practices. It’s no longer enough to game the system with keyword tricks. Your product needs to be good, your listing needs to be clear and compelling, and your business operations need to be reliable.

Start by auditing your current listings against these 2026 standards. Are your images mobile-optimized? Is your content conversational yet keyword-rich? Are you leveraging all available content modules? The answers to these questions will determine your success in the increasingly competitive Amazon marketplace.

The good news? The fundamentals of providing value to customers haven’t changed. Master those basics, adapt to the new technological capabilities, and you’ll be well-positioned for success on Amazon in 2026 and beyond.