For years, Amazon sellers have optimized their strategies around the A9 algorithm. However, a seismic shift is underway as the platform's new AI-powered COSMO algorithm begins reshaping traffic distribution mechanisms. This evolution demands sellers reassess their operational playbooks.
The Rise of COSMO: Amazon's Traffic Distribution Revolution
While A9 has long been the cornerstone of Amazon seller operations, COSMO's emergence signals a fundamental transformation in how traffic gets allocated:
- Declining traffic for non-standardized products: Items that previously relied on broad traffic coverage now face more precise filtering, making customer acquisition more challenging.
- Shifting weights in standardized categories: COSMO is gradually diluting A9's dominance in standardized product recommendations.
- Advanced AI capabilities: As a sophisticated natural language processing model, COSMO generates commercial knowledge through instructions to better understand user preferences, impacting search engine traffic, navigation, Q&A shopping, and recommendation systems.
Seasoned sellers already report noticeable fluctuations. New products in niche categories are climbing rankings, while former bestsellers no longer maintain their ironclad positions—evidence of COSMO disrupting traditional traffic patterns and creating opportunities for innovative sellers.
Core Differences: COSMO vs. A9 Algorithms
Understanding COSMO's impact requires examining its fundamental distinctions from A9. Where A9 prioritizes product keywords—categorizing items and ranking them based on click-through and conversion rates—COSMO adopts a user-centric approach:
- Behavioral analysis: Tracks browsing patterns to discern preferences
- Purchase history evaluation: Mines Amazon purchase data for latent demand
- User profiling: Creates detailed consumer profiles for precise product matching
- Search intent recognition: Deciphers the true meaning behind search queries
COSMO's methodology transcends keyword relevance and conversion metrics. By synthesizing current searches with historical behavior, purchase patterns, and user characteristics, it predicts needs and surfaces corresponding products—often placing them atop search results for quicker discovery.
Consider a "maternity shoes" search: While A9 might return generic options, COSMO leverages its vast knowledge base to recognize slip-resistant features as critical for pregnant users, thus prioritizing safer alternatives. This intent-based approach threatens sellers relying on limited keywords or artificial ranking boosts, as COSMO won't recommend products lacking clear user-profile alignment.
Should COSMO demonstrate superior efficiency in Amazon's testing—accelerating purchases, streamlining shopping experiences, and boosting revenue—A9's obsolescence becomes increasingly probable.
Strategic Adjustments for the COSMO Era
As a machine learning system, COSMO requires extensive training across product categories, features, pricing structures, and buying preferences—paving the way for hyper-targeted traffic distribution. To adapt, sellers must:
- Expand keyword alignment: Incorporate diverse search terms and user labels encompassing demographics, preferences, usage scenarios, functionalities, and seasonal factors
- Leverage multi-step navigation: COSMO's refined categorization creates branching pathways (e.g., "camping" → "air mattresses" → "camping air mattresses") that improve accuracy and conversions
- Enhance product tagging: Detailed descriptors help COSMO better understand item characteristics
Early tests show this layered approach can lift conversion rates by 0.7%, suggesting Amazon may present longer, more specific recommendation strings—a potential boon for smaller sellers seeking visibility.
Operational Recommendations for Sellers
Thriving under COSMO requires strategic pivots:
- Analyze customer profiles: Study age, gender, interests, and purchasing patterns to optimize listings
- Refine keyword strategies: Balance core terms with long-tail variations to capture broader intent
- Detail product attributes: Populate all relevant tags regarding features, applications, and specifications
- Prioritize quality and service: Superior products and support increase satisfaction and repeat business
- Monitor platform updates: Stay abreast of COSMO developments to adjust tactics accordingly
COSMO presents both challenges and opportunities for Amazon merchants. Those who comprehend its mechanics and adapt strategically will be best positioned to capitalize on the evolving traffic landscape and drive sustainable growth.