Algorithms are complex mathematical equations used by search engines like Amazon to determine the ranking of results. The more relevant an algorithm thinks you'll be as a customer, the higher your rank will likely appear in search engine rankings and thus make it easier for potential customers find what they're looking for without having trouble navigating through countless pages from one company's website or another’s site not allowing them access until after several minutes have passed trying every possible combination before being told there was no match available even though their query had been entered exactly correct.