The New Frontier: The AI, ecommerce and Answer Engine Optimization podcast A9 Organic Ranking Factors on Amazon in 2025 with Brian Johnson
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In this episode, Jo and Max welcome Brian R. Johnson, a veteran e-commerce strategist with over 17 years of experience and more than $3.5 billion in Amazon brand sales.
Brian dives deep into the intricacies of Amazon’s A9 algorithm, breaking down its core ranking factors into three categories: content, velocity, and conversion. He shares insights from analyzing millions of data points, revealing how product titles, unit velocity, and conversion rates play crucial roles in organic ranking. The discussion also touches on surprising ranking factors, such as the small business badge and multi-channel sales influence.
The conversation shifts to Amazon’s evolving search landscape, particularly with the introduction of AI-powered tools like COSMO and Rufus. Brian explains how COSMO's image-to-text capabilities may impact how Amazon perceives product images and rankings, while Rufus introduces a more conversational and personalized search experience. They also explore the impact of dynamic titles and AI-generated shopping pages, discussing the implications for organic rankings and the challenges these changes pose for sellers trying to optimize their listings.
To wrap up, Brian provides actionable advice on new product launches, emphasizing the importance of identifying weak points in competitors’ listings to gain a strategic advantage.
This podcast is brought to you by Ecomtent and Amazing Wave.
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