Let A be a positive bounded operator on a Hilbert space H, ·, · . The semi-inner product x, y A := Ax, y , x, y ∈ H, induces a seminorm · A on H. Let w A (T ) denote the A-numerical radius of an operator T in the semi-Hilbertian space H, · A . In this paper, for any semi-Hilbertian operators T and S, we show that w A (T R) = w A (SR) for all (A-rank one) semi-Hilbertian operator R if and only if A 1/2 T = λA 1/2 S for some complex unit λ. From this result we derive a number of consequences.2010 Mathematics Subject Classification. Primary 47A05; Secondary 46C05, 47B65, 47A12.