The Ultimate Guide to Amazon’s Keyword Research
Amazon is the world’s largest platform for products.
With millions of transactions every day, an Amazon listing is ‘your voice’ to the world. A powerful product listing copy that converts is crucial to being an A-List Seller.
In the world of online business, particularly Ecommerce and a large online platform like Amazon, your product listing page and its success depends on a strong Amazon Product Keyword Strategy.
Nearly 50 percent of U.S. online transactions take place on Amazon. The ecommerce giant continues to grow its market share across a large range of product categories.
This is why Amazon Keyword Research is important. It is the fuel that can succeed an Amazon business in the right direction.
In this guide, we will cover important topics such as:
- How to find Amazon keywords
- How to choose the right keywords for your Amazon listing
- How to use keyword research tools
- Advanced keyword research tips
And lots more!
So if you want higher Amazon rankings and increased traffic, leading to more sales – you’ll love this guide. Let’s get started!
Amazon Keyword Research
In this section, we will overview the important areas of Amazon’s Keyword Research and what it means to a Seller, Buyer, Product and Storefront.
You’ll also learn about the strategies and ways to master Amazon Keywords Research yourself like a pro!
What is Keyword Research?
When it comes to Keyword Research for Amazon, the things that matter are:
- What exactly are people searching for?
- How people are searching for it?
By search terms, we mean ‘keywords’. What are the keywords? They are the phrases or words typed by people online to find the item of their interest.
Amazon Keyword Research is a process to find relevant keywords for your product in your category. When customers search for any keywords related to your product, your product comes in Amazon search results.
The product is visible to the potential consumer and increases your chances of selling the product. Amazon Keyword Research is similar to general SEO Keyword Research.
For Amazon Sellers and Storefronts, Keyword Research is important to the product getting listed on the top page of search results. The higher your product ranks, the more clicks it gets. The more clicks it gets, the higher are the chances of people buying it.
Why Keyword Research is Important in Amazon?
Amazon is a big name in e-commerce. Long gone are those days when you were able to filter your search by categories. Now a huge percentage of users shop by simply utilizing the search box.
They type in their search terms, which are phrases that describe the products they want to purchase and that appear in the first pages of the search results.
This is why Keyword Research is an important part of your Amazon product launch. Investing the time to properly assess the most important keywords in your niche can maximize your revenue potential.
It can also position your product to be the highest asked item for valuable search queries.
Have you seen Amazon product listings with super-long, keyword-stuffed product titles?
You may wonder what human would actually read such a title and be convinced to purchase the product. This is a valid question. Humans don’t naturally like long sentences. And most of all, humans don’t like being confused.
Sellers who know this use these long titles so that their product shows up in more searches. They’ve done keyword research to get the exact search terms they want to target.
How To Find Seed Keywords?
Finding the right Seed Keywords is important for beating your competitors, increasing product visibility, higher traffic and an increase in sales.
In this section, we will discuss exactly that!
What are Seed Keywords?
When you’re selling online, the most important piece of the puzzle is getting your product in front of the right audience. It may sound simple, but if your product isn’t being seen when customers search for it you’re not going to make any sales.
A Seed Keyword is a broad term that is related to your product.
Sellers need to start by generating four or five seed keywords. These are terms, usually made up of one or two words that really describe what your product actually is.
So, for example, if my product was an apple corer, that term would be my first Seed Keyword. I would then also have “apple slicer,” “apple cutter” and “fruit slicer.”
To generate your Seed Keywords, start by having good thinking about your product. If you had to describe it to someone in just two or three words, what would you say? Note these thoughts down.
As a sense check, it is always worth looking at the five best-selling products for your Primary Seed Keyword. So, I would take the top five ranking products for “apple corer” and carry out a reverse ASIN search.
This will then show me the keywords that it is currently ranking for on Amazon.
While in theory, you could insert these terms straight into your Amazon listing, it’s important to get some more data on them first.
Even though we know that these terms are being searched for, we don’t know anything about the traffic they receive or how many listings are currently ranking for that term. To get this kind of information, Sellers need to use a keyword tool.
There are a number of tools that you can use to do this including:
- Brand Analytics
- Jungle scout
- Google Keyword Planner
- Helium 10
- Keyword Inspector
You can then compare the results to your listing of seed keywords, making sure that they are both relevant and receive a good level of traffic.
How To Use Amazon Suggest?
In any Amazon Keyword Research Strategy, be it for Amazon or Google, you always have to start your Seed Keyword research with Amazon itself. It’s your best bet, while researching for Seed Keywords. The below screenshot shows exactly how.
For example, let’s say your product is a brand of ‘Headphones’. On Amazon, simply enter “Headphones” in the main search bar.
As always, Amazon will then provide you with all the relevant listings based on the keyword you provided.
But that’s not what we came for. On the left side of the screen, you should be able to find a handful of other Seed Keyword ideas you can use for further research. amazon suggest amazon suggest
Of course, the Seed Keywords you choose must be relevant to the product you’re trying to sell. Most of the time, you should be able to find one or two that match your product. In relation to the example above, some of the useful ones include:
- Portable Bluetooth Headphones
- Outdoor Headphones
- Portable Line-In Headphones
- Music Headphones
Google Searches Related To Similar Terms
Google’s search feature uses a predictive search algorithm based on popular searches to predict a user’s search as it is typed, providing a dropdown list of suggestions with it.
To use it, just type any keyword into the search box of Keyword Tool and press enter. Keyword Tool will then take your keyword and plug it into the Google search box. It will pull Google autocomplete suggestions and present them to you in a clean format.
Using the same ‘Headphones’ keyword example, we can see in the screenshots below how the Google search platform shows applicable and relevant keyword suggestions.
Find Keywords On Reddit
The results of your SEO efforts depend on the keywords you choose to target.
Even if you’re willing to invest a ton of money, effort, and time on amazing content and link building, you still won’t come close to ranking for many high competition terms ( e.g “auto insurance”, “buy books”, etc.). Reddit Reddit
This isn’t a new problem. SEO gets tougher every year because competition consistently rises. There are always going to be new people wanting to rank for the same keywords that you do.
The solution? Find keywords that still have significant search volumes, but everyone else isn’t targeting.
The reason they don’t target them is that they can’t find them.
That’s why Reddit is always a great addition to your Keyword Research tools. Reddit keyword research.
Reddit is a massive community, essentially built of millions of small forums about all topics. Spend a few minutes browsing it if you haven’t before.
It’s the 9th biggest website in the United States, and the 25th biggest globally according to Alexa.
There are many places to find keywords to target, but Reddit is an amazing place to start, and what we’re looking at in this post for 2 reasons:
- There are communities about almost every topic, with tons of content
- Content is all user-generated. You get keywords that your audience actually uses in real life
Using the same ‘Headphones’ keyword example, we can see in the screenshots below how the Reddit platform shows applicable and relevant keyword suggestions.
Best Tools for Amazon Keyword Research
Helium 10 is a great tool that allows you to rank for other keywords relevant to your products and find the actual search volume behind them, allowing your products to be more visible to the people who are searching for them!
Its tools and features include product and keyword research, listing optimization, product launches, keyword tracking, competitor spying, refunds, and more.
Helium 10 includes several Amazon FBA tools. It has established itself on the American market and now also offers its ingenious tools in Germany, such as the Helium 10 Chrome Extension (also known as Helium 10 XRay) or the Helium 10 Black Box.
In general, Helium 10 is a very comprehensive suite of Amazon FBA tools that offers a wide range of functions.
Jungle Scout is where you can start your product research and narrow down what you will sell. In Jungle Scout you can use filters to pinpoint products in Amazon’s catalog that meet your criteria. You tell it what you want to see by inputting the data and products listings are returned.
Keyword Scout is Jungle Scout’s keyword research tool. Jungle Scout helps you to:
- Identify Keyword Volume → Know the exact and broad match search volumes for high-converting keywords
- Get Direct Insights into which keywords your competitors are ranking for so you can add them to your own listings
- PPC Bids → Suggested bids for Amazon PPC
- Estimates for ease to Rank and Recommended giveaways → Estimate how easily you can rank for the keyword and how many daily promotional giveaways are suggested to move to the top of the ranks.
Google keyword planner is the most reliable tool available today because the data you get from the Keyword Planner come straight from Google.
Google Keyword Planner
The great thing about Keyword planner is that it’s designed to help people with their Google ad campaigns… so we can use that data for amazon as well. (it’s great for amazon ppc research)
Because our goal in keyword research is to find search intent (what people are looking for)
So, we can start our research by just putting our main keyword (in our case headphones) in Discover new keywords (by clicking >tools and settings >keyword planner > Discover new keywords )
And you can find a lot of keywords with tons of search volume
We can also filter our keywords with branded and non-branded searches, which is very useful in amazon research prospective
GKP is also good for:
- Find new keywords using words, phrases, websites, and categories.
- Discover search volume trends and historical data of different keywords.
- See performance forecasts for keywords based on your budget and average bid prices.
- Narrow your results based on geographic location, language, and date ranges.
- Filter results by average monthly searches, competition level, organic impressions, ad impressions, suggested bids, and organic average position.
It’s worth noting that some of these features are only available if you sync your Google Ads account with your Google Analytics account.
The main benefits of Ahrefs are its large backlink checking solution, its assistance in digging deeper into your competitors’ search traffic, and its identification of what content generates better income. The software offers the large, best backlink checking platform in the business.
In essence, Ahrefs is a robust SEO tool that can be used to:
- Perform Backlink Audits
- Find Link Prospects
- Perform Keyword Research
- Validate Keywords and Analyze Competitors
- Track Individual Keywords
- Track Total Organic Visibility
- Brand Management
- Site Audits
How to Filter Keywords?
So, you have an extensive list of keywords generated during your keyword research for a page you wish to rank high with. Fantastic!
But which ones are the best keywords for your needs? A generated list of keywords can have hundreds or thousands of keywords and handpicking even a few keywords from such a huge list can be a difficult task.
The Keyword Research Tools we discussed in the previous section do include Keyword Filtering features.
Simply use tools like AMZDataStudio, Sonar, Brand Analytics, Jungle Scout, Google Keyword Planner, AHREF, Helium 10 and Keyword Inspector to also Filter your Keywords and export them to an MS Excel Sheet for reference/viewing/records.
Advance PRO Amazon Tips
When you’re selling on Amazon, the last thing you want to do is spend hours sourcing products to then create listings that your ideal customers can’t find.
Getting your Amazon keyword research right helps you avoid this problem and brings more potential customers to your listings.
Finding the right keywords can seem like a hard task at first. But, over time, you’ll learn what tools you like, which ones you don’t and the best ways to generate those all-important seed keywords.
If you clearly define the process you use and repeat it on a regular basis it’ll become second nature and you’ll enjoy a consistently high organic search ranking.
Here are some advance PRO Amazon tips you should keep in mind:
- Adding Keywords Sensibly in the Title
- Utilizing Keywords in the Product Descriptions and Bullets
- Reducing Bounce On Your Listing
- Make Your Own Keywords
- Find Keywords In Customer Reviews
- Make A Keyword Out of Your PPC
Conclusively, Amazon keyword research is not a one-time process. To achieve a good search ranking, it needs to be repeated on a repeat basis. Keep putting your seed keywords and your competitors’ ASINs through keyword tools. This way you can spot any new, high traffic terms that people are using to find products like yours.
You also need to keep a close eye on your listings and see how they are performing in search. After you’ve made your initial changes, leave it a month and then compare it to your performance before you optimize your listings. If your search ranking has improved, then there’s no need to make any further changes.
Don’t be afraid to change things up. Go back through the process, see if you’ve missed any crucial keywords and make changes to your listing. Then, give it a month and see if that’s made any difference. If not, repeat the process again until you see an improvement.
We hope this Ultimate Guide to Amazon Keyword Research for 2020/2021 helps you in growing your business with higher sales, increased traffic and better search rankings!
Omer Riaz is an eCommerce strategist, Forbes and Entrepreneur contributor, and adviser to many eCommerce businesses. He is passionate about empowering others to maximize the potential of their brands as well.