A9, Amazon's proprietary search algorithm, matches products with users' search inputs. This scan-and-index formula determines a large part of your product's discoverability. Many so-called Amazon gurus promise to teach sellers (for a fee, of course) how to crack the Amazon algorithm. Don't be fooled by scammers or black-hat tacticians: you can't hack the Amazon algorithm and get away with it for long. Instead, sellers can better understand the algorithm and then optimize their product listings accordingly.