Cracking Amazon’s A10 Algorithm: A Guide for Indie Authors

If you publish on Amazon, your book’s visibility depends on one thing above all: the algorithm. You may have heard of Amazon’s A9 algorithm, but what’s at work today is its evolution, often called A10. For independent authors, understanding how this newer system works isn’t just helpful—it’s essential for making your books discoverable.

In this post, we’ll break down what the A10 algorithm is, how it differs from its predecessor, and what practical steps you can take to work with it, not against it.

What is Amazon's A10 Algorithm?

Amazon doesn’t release much about the inner workings of its algorithms. But through testing and observation, publishers and marketers have pieced together what changed.

The old A9 algorithm placed a heavy weight on sales history and sponsored ads. In other words, if you spent on advertising and generated sales quickly, Amazon rewarded you with better rankings.

The A10 algorithm still values sales, but it takes a broader view of how relevant your book is to readers. It gives more importance to:

• Click-through rate (CTR): Do shoppers click on your book when they see it?

• Conversion rate (CR): Once they click, do they actually buy or borrow it?

• Organic sales: Not just ad-driven sales, but sales that come without paid boosts.

• Relevance: How well your keywords, categories, and metadata match what readers search for.

• Customer engagement: Reviews, ratings, and even how readers interact with your book once purchased (especially via Kindle Unlimited).

  
  

In short, A10 is less about who shouts the loudest with ad spend and more about what content genuinely captures readers attention.

Why Does A10 Matter for Indie Authors?

For independent authors, this shift is good news. It levels the playing field. While big publishers can outspend you on ads, they can’t fake reader interest. If your book gets organic traction—people click it, buy it, and enjoy it—the algorithm notices.

This means indie authors have a real shot at visibility, even without deep marketing budgets. But it also means you need to be sharper with how you present and position your book.

How to Work With A10: Practical Tips

Here are the areas to focus on if you want A10 to work in your favor.

1. Optimize Your Metadata

Your title, subtitle, and description should be clear, compelling, and keyword-rich without feeling stuffed. Think about what readers type when they want a book like yours. Use tools like Publisher Rocket or simply Amazon’s search bar to see what phrases autocomplete.

Pick categories and keywords strategically. Don’t just go for the most obvious ones—sometimes smaller niches give you more visibility.

2. Nail Your Cover and Blurb

Your cover is your click-through engine. If readers don’t click, A10 won’t see your book as relevant. Invest in a professional cover that matches your genre’s conventions but still stands out.

Your blurb should hook readers fast. Write in short, punchy sentences. Lead with conflict or stakes, not backstory. Test different versions if you can.

3. Build Organic Sales Momentum

Yes, ads still help. But A10 rewards organic sales more heavily than A9 did. That means sales from your newsletter, social media, or word-of-mouth have a lasting impact.

A good launch strategy might include:

• A newsletter swap with fellow authors.

• A limited-time discount to drive early volume.

• A launch team ready to leave reviews.

4. Encourage Reviews and Engagement

You can’t control reviews, but you can encourage them. Ask at the back of your book, mention it in your newsletter, or run giveaways where leaving a review is a suggested step.

Amazon also pays attention to reader engagement, especially through Kindle Unlimited. If readers actually finish your book, A10 sees that as a strong signal. That’s another reason why editing and pacing matter.

5. Ads Still Matter—But Timing and Positioning Are Everything

Amazon Ads are no longer the primary growth engine; they perform best after your book has already built momentum. Once sales and visibility are in motion, Amazon’s A10 algorithm is more likely to reward you with improved placement and organic traction.

To create that initial momentum, Facebook/Meta ads are often the stronger starting point. They drive external traffic to Amazon—a signal the A10 algorithm values highly—which helps accelerate early exposure. After that foundation is set, Amazon Ads become a far more efficient tool to sustain and scale results.

In other words, don’t abandon ads—sequence them strategically. Think of Facebook/Meta ads as the spark that ignites visibility and Amazon Ads as the booster that keeps the fire burning.

A10 in Practice: A Shift in Mindset

The biggest takeaway from A10 is this: Amazon wants to show readers books they’ll actually enjoy. The algorithm is less about showcasing whoever pays the most and more about rewarding relevance and satisfaction.

That puts the focus back where it belongs—on the reader experience.

• Is your cover inviting?

• Does your blurb spark curiosity?

• Do your first pages pull readers in?

• Do you write in a genre with strong, clear demand?

These things always mattered, but with A10, they matter even more.

The Bigger Picture

For indie authors, this should be encouraging. The A10 algorithm doesn’t shut you out because you can’t compete with traditional publishers’ ad budgets. Instead, it amplifies what indie publishing has always been about: direct connection with readers.

At PublishMe, we’ve seen this firsthand in foreign markets. When an indie author translates their book into German, French, or Spanish, the same rules apply. It’s not just about pouring money into ads—it’s about giving readers a book that resonates and making sure it’s discoverable in the first place.

If you approach A10 with a focus on quality, engagement, and smart positioning, your book can cut through the noise.

Final Thoughts

Amazon’s A10 algorithm isn’t a black box to fear. It is a system designed to reward relevance, reader satisfaction, and consistent organic traction. For indie authors who approach it with strategy rather than guesswork, A10 is not a barrier—it is an opportunity.

Begin by tightening the fundamentals: optimize your metadata, improve your cover and blurb, and drive early sales momentum. Once the foundation is in place, accelerate your progress with authentic reviews, a smart sequencing of ads (Meta to build momentum, Amazon to sustain it), and, above all, a book readers genuinely want to recommend.

That is how visibility becomes discoverability—and how discoverability becomes long-term success.

Unsure how to apply these principles to your own book?

Book a FREE strategy call, and let’s map out your next steps to sustainable international growth.