I donโt have to tell you that maintaining a positive product rating is crucial for success in the highly competitive ecommerce landscape. This guide delves into the key factors that influence Amazon’s review algorithm system and provides insights on how sellers can leverage this knowledge to boost their product ratings and overall performance.
The Evolution of Amazon’s Algorithm
Thereโs been heated debate on whether the A10 algorithm is real or if itโs always been A9. Regardless of the opinions of the gurus out there, whatโs sure is that Amazon’s algorithm has undergone significant changes over the years. For 2025, Iโm dubbing the updated algorithm AAIA. Amazon AI Algorithm. Yep, I came up with that myself! Rufus incorporates some amazing advanced AI capabilities[7]. The current iteration focuses on customer satisfaction, product relevance, and external factors, moving beyond simple keyword matching. This shift has profound implications for how reviews are weighted and how they impact a product’s visibility and ranking.
Key Factors Influencing Amazon’s Review Algorithm
Recent Reviews Carry More Weight
We know this, but itโs still a HUGE factor. Many people donโt consider that the more recent reviews depict a more accurate representation of the product today. This is part of the reason if you have an issue with the product and you get a bunch of negative reviews, your rating can crash HARD and FAST. The platform assigns greater significance to the most recent reviews, operating under the assumption that these reflect the current state of the product[2]. If only, gaining a bunch of positive reviews after a bout of negative ones, directly cancelled out the negatives and boosted your ranking. Amazon doesnโt give a damn that we sellers feel the review algorithm is lopsided.
For sellers, this means constantly monitoring and actively managing their recent reviews is crucial. Addressing customer concerns promptly and encouraging satisfied customers to leave reviews can help maintain a positive rating trend.
Time Decay of Older Reviews
While recent reviews are given priority, older reviews are not completely discounted. However, their influence on the overall rating gradually diminishes over time[2]. This time decay mechanism ensures that the product’s rating remains reflective of its current quality and performance.
Interestingly, it appears that older negative reviews may retain more harmful impact than older positive reviews provide benefits. This underscores the importance of maintaining consistent quality and addressing issues promptly to prevent long-term damage to a product’s reputation. Though unfortunate, I feel that putting the massive effort into removing negative reviews is the only way to maintain your existing ranking and improve the lifetime value (LTV) of your product.ย
Verified vs. Unverified Purchases
Amazon places a premium on reviews from verified purchasers, considering them more trustworthy and influential in the overall rating calculation[2]. However, unverified reviews are not entirely disregarded, especially when a product has a limited number of total reviews. Iโve seen a couple of negative ratings (star ratings without a written review) take a productโs star rating from a 4.5 to a 3.5. Absolutely ridiculous, but itโs true.
For new products or those with few reviews, even unverified reviews can significantly impact the rating. As the number of reviews increases, the weight of unverified reviews diminishes relative to verified ones.
Takeaway: Make sure you have a strategy to push as many positive reviews as you can! ToS compliant, of course.
Reviewer Credibility and Review Quality
The algorithm takes into account the credibility of reviewers and the quality of their reviews[2]. Factors that contribute to higher credibility include:
- Detailed, well-written reviews
- Reviews marked as helpful by other users
- Consistency in reviewing behavior
- Diversity of reviews
High-credibility reviewers can have a more substantial impact on a product’s rating. Additionally, Amazon may give more weight to reviews from accounts that consistently provide thoughtful, detailed feedback.
Keyword Impact and Fraud Detection
The presence of specific keywords in reviews can influence how the algorithm interprets and weighs them[2]. This feature, while designed to help categorize and summarize review content, can and is exploited by malicious actors
What sorts of data points should you look for to determine if a review could be fraudulent:
- Positive keywords can enhance a product’s visibility and perceived value.
- Negative or alarming keywords, especially when used repeatedly, can trigger the review algorithm to lower a product’s ranking or flag it for potential issues.
- Spikes in negative reviews
- Past review activity of the reviewer
Sellers must be vigilant against review manipulation tactics, as competitors might attempt to use keyword-stuffed negative reviews to harm a product’s standing. Regular monitoring and reporting of suspicious review activity is essential.
Advanced Considerations for 2025
AI-Powered Review Analysis
With the integration of AI into Amazon’s review algorithm, the platform is now capable of more nuanced review analysis[7]. This includes:
- Sentiment analysis to gauge the overall tone of reviews beyond just star ratings.
- Intent recognition to understand the context and motivation behind customer feedback.
- Pattern recognition to identify trends in customer satisfaction or product issues over time.
Mobile Optimization Impact
As mobile shopping continues to dominate, Amazon is placing increased emphasis on mobile-friendly content[5]. This extends to reviews, where:
- Reviews that are easy to read on mobile devices may be given preference.
- The review algorithm may consider the device used to leave the review, potentially giving more weight to mobile-submitted reviews for mobile-oriented products.
Enhanced Brand Content Influence
Amazon is giving more importance to enhanced brand content in 2025[5]. This suggests that reviews mentioning or reflecting on brand-specific features or promises made in the enhanced content may carry additional weight.
Strategies for Sellers to Optimize Their Review Profile
1. Encourage Recent, Verified Reviews: Implement follow-up systems to encourage satisfied customers to leave timely reviews.
2. Respond to Negative Feedback Quickly: Address concerns raised in negative reviews promptly and professionally to mitigate their impact.
3. Focus on Product Quality and Customer Service: Consistently delivering high-quality products and excellent customer service is the best long-term strategy for maintaining positive reviews.
4. Leverage Enhanced Brand Content: Use enhanced brand content features to set clear expectations and highlight unique selling points, which can lead to more positive and relevant reviews.
5. Monitor for Fraudulent Activity: Regularly check for suspicious review patterns and report any potential fraud to Amazon.
6. Encourage Detailed, Helpful Reviews: While staying within Amazon’s guidelines, encourage customers to leave detailed, informative reviews that other users are likely to find helpful.
7. Optimize for Mobile: Ensure your product listings and customer communication are mobile-friendly to align with Amazon’s increasing focus on mobile optimization.
Conclusion
As Amazon’s review algorithm continues to evolve, sellers must stay informed and adaptable. By understanding the nuances of how reviews are weighted and interpreted, sellers can develop strategies to maintain a strong, positive review profile. Remember, the ultimate goal is not just to game the system, but to genuinely provide excellent products and customer experiences that naturally lead to positive reviews and long-term success on the platform.
In 2025 and beyond, the key to thriving on Amazon will be a combination of algorithmic awareness, customer-centric practices, and a commitment to quality and authenticity in all aspects of your ecommerce business.
Citations:
[1] https://www.sellersprite.com/en/blog/amazon-a10-algorithm-keyword-strategy-2025
[2] https://ecomtriage.com/understanding-the-amazon-review-algorithm/
[3] https://www.bebolddigital.com/blog/how-to-improve-your-amazon-product-ranking
[4] https://www.selfpublishingreview.com/2016/04/mythbusting-the-amazon-algorithm-reviews-and-ranking-for-authors/
[5] https://amazonseoconsultant.com/amazon-a9-algorithm-2025-ranking-factors-explained-complete-guide/
[6] https://www.christurtonecommerce.com/what-sellers-need-to-know-about-the-evolution-of-amazons-algorithm/
[7] https://www.reddit.com/r/selfpublish/comments/jzj0yb/amazon_algorithmsif_youre_a_newbie_and_have_a_pen/
