Amazon algorithm has changed! Organic traffic priority has risen to 18.7%

This means that if the seller’s brand is well-known enough, his products are more likely to rank high in search results even if he spends less on advertising.

Data research found that among the top 10,000 most frequently searched brand search terms, more and more search results show organic traffic results first.

This trend is particularly evident in the beauty category, where 18.7% of top brand search terms on Amazon US overall showed organic traffic first in October 2024 , compared to 17.3% the previous month.

From a time series perspective, the proportion of brand search results that prioritize organic traffic has steadily increased since Amazon’s “Prime Big Deal Days” promotion.

This phenomenon reveals several important trends:

1. Brand size and advertising expenditure efficiency: Well-known brands can optimize marketing efficiency while maintaining brand exposure by reducing advertising investment.

2. Amazon’s relevance-first strategy: In searches for important brand terms, Amazon places more emphasis on the relevance of search results rather than advertising revenue. This provides brands with an opportunity to reduce defensive advertising spending, thereby achieving higher overall efficiency.

3. Optimize defensive advertising spending: Since Amazon tends to prioritize organic traffic, well-known brands can reduce their investment in defensive advertising for their own brand words.

Amazon would rather place the top organic traffic results at the top of the search results page than give smaller brands the opportunity to take the top position in search through paid advertising.

Reaching the top of Amazon’s search rankings is not a one-time task.

Sellers need to check their performance regularly, such as keywords are still effective? Is the price still competitive? Track your rankings and adjust strategies as needed, especially during the holiday peak period, sellers must keep monitoring their ads.

While these changes accelerated across categories in October, Amazon’s strategy may change given that CPCs are likely to rise during BFCM and the holiday season . If you decide to spend less on certain branded search terms , keep tracking the top results for those search terms before BFCM and during shipping deadlines.

In addition to holidays, you should also conduct A/B testing regularly during normal times. Whether it’s testing different product titles, images, or prices, these small adjustments will have a significant impact over time.

Currently, Amazon’s data transparency is constantly improving. Brand sellers need to be sensitive to backend function updates and policy changes, while improving their operational strength and data analysis capabilities.