How To Find Amazon Keywords That Can Yield More Sales For You?

Amazon Expert

Hi I’m Steven, Founder of My Amazon Guy, a 500+ person Amazon Seller Central agency out of Atlanta, GA. We Growth Hack eCommerce and Marketplaces through PPC, SEO, Design, and Catalog Management.

What benefit would it give you to learn how to find Amazon keywords? Mastering keyword research and strategy is essential for any seller who wants to succeed on the platform. 

This blog post aims to provide comprehensive insights into the world of Amazon keywords. It is tailored for both beginners and seasoned Amazon sellers who are looking to improve their visibility, increase sales, and achieve success on Amazon. So, buckle up and get ready to navigate the exciting journey of mastering Amazon keywords.

How To Find Amazon Keywords: What are Amazon Keywords?

How important are Amazon Keywords

Amazon keywords are specific words or phrases that sellers use in their product listings to make them discoverable in Amazon’s search results. These are the terms that potential customers use when they’re searching for a product to purchase on Amazon. 

When a customer enters a search term (which can be a single word or a phrase), Amazon’s algorithm matches it with the keywords in product listings to display relevant results. This is why it’s crucial for sellers to use accurate and relevant keywords that potential customers might use when seeking out their products.

For instance, if you’re selling a “stainless steel water bottle”, your keywords might include terms like “insulated water bottle”, “metal water bottle”, “water flask”, and so on. These keywords help your product to appear in the search results when a customer enters any of these terms. 

Essentially, Amazon keywords are a crucial part of your product listing optimization and a key factor in enhancing your product visibility, driving traffic to your listings, and boosting your sales on Amazon.

Amazon keywords are extremely important for several reasons:

  1. Product Visibility: Keywords are the primary way customers find products on Amazon. When a customer types a search query into Amazon, the algorithm matches that query to keywords in product listings. If your product listing contains the keywords a customer is searching for, your product is more likely to appear in the search results.
  2. Sales: The more visible your products are, the more likely they are to sell. By using relevant and high-volume keywords in your listing, you can attract more potential buyers and increase your sales.
  3. Search Ranking: Amazon’s algorithm favors listings that use relevant keywords effectively. This means that listings with good keyword optimization are more likely to appear at the top of search results.
  4. Customer Targeting: Using the right keywords allows you to reach your target audience more effectively. When you use keywords that your potential customers are searching for, you’re more likely to connect with people who are interested in your products and ready to buy.
  5. Advertising: Keywords are also crucial for Amazon advertising campaigns. They determine when and where your ads will be displayed, affecting the overall success of your advertising efforts.
  6. Targeted Traffic: Keywords allow you to attract targeted traffic. When you use keywords that closely match what potential customers are searching for, you’re more likely to attract shoppers who are interested in your product and are ready to buy.
  7. Cost-Effective Marketing: Keyword optimization is a cost-effective marketing strategy. Unlike paid advertising, you don’t have to spend extra money to optimize your listings with keywords. Yet, it can have a significant impact on your product visibility and sales.
  8. Competitive Advantage: Using the right keywords can give you a competitive edge. If you can identify and use high-performing keywords that your competitors are not using, you can gain more visibility and attract more customers.

What is the difference between a keyword and a search term?

In the context of Amazon and e-commerce, the terms “keyword” and “search term” are often used interchangeably, but they do have distinct meanings:

Interesting Trivia: What are platinum keywords on Amazon?

Platinum keywords on Amazon are a type of keyword feature that was originally available to platinum-level sellers on the platform. 

These platinum keywords were additional fields in the backend of Amazon’s seller central where sellers could insert extra keywords to help their products show up in search results. 

However, it’s important to note that this feature seems to be phased out or not accessible to most sellers now. There has been considerable debate and confusion over their usage and effectiveness among sellers, and Amazon itself has not provided clear guidelines about them.

As a result, instead of focusing on platinum keywords, it’s generally recommended to focus on optimizing your product title, bullet points, product description, and regular backend keyword fields with relevant and high-performing keywords for your product. This is where you’ll typically see the greatest impact on your product’s visibility and search ranking.

How To Find Amazon Keywords: Using Keyword Research Tools for Amazon SEO

How do I increase my search results on Amazon through keywords?

Increasing your search results on Amazon through keywords involves finding and strategically using the right keywords in your product listings. Here are some steps to follow:

  1. Conduct Keyword Research
  2. Optimize Your Product Title
  3. Use Keywords in Bullet Points and Product Description
  4. Backend Keywords
  5. Avoid Keyword Stuffing
  6. Regularly Review and Update Keywords

We will discuss more about these steps below. Meanwhile, here is a video from Steven Pope, founder of Mu Amazon Guy, explaining how to dominate the Amazon Search Page:

How do I find high-ranking keywords on Amazon?

Finding high-ranking keywords on Amazon involves a combination of research and the use of specialized tools. Here are some steps you can follow:

Steps to Find High-Ranking Keywords on Amazon

  1. Amazon Autocomplete: Start typing a keyword related to your product in Amazon’s search bar and see the suggestions provided. These are often high-ranking keywords.
  2. Look at Competitors: Check the listings of top-selling products that are similar to yours. Pay attention to the keywords they use in their titles, descriptions, and bullet points.
  3. Use Keyword Tools: Tools like Helium 10, Jungle Scout, or AMZScout can help you find high-ranking keywords. They have features that show keyword search volume, competition, and potential profitability.
  4. Check “Customers who bought this also bought”: This section on Amazon product pages can give you ideas about related keywords.
  5. Analyze Your PPC Data: If you’re running Amazon PPC campaigns, your Search Term Report can provide valuable insights into which keywords are performing well for your products.

Remember to prioritize relevance and search volume when choosing your keywords. The goal is to find keywords that potential customers are likely to use when searching for your product.

Top Keyword Research Tools for Amazon Sellers

  1. Helium 10: This is a comprehensive tool for Amazon sellers, providing keyword research, product research, listing optimization, and more.
  2. Jungle Scout: It’s known for its product research capabilities, but it also offers a powerful keyword research tool.
  3. AMZScout: This tool provides a suite of features, including keyword research, product tracking, and sales estimations.
  4. Viral Launch: It offers a suite of tools for Amazon sellers, including keyword research, listing optimization, and product discovery.
  5. Sonar by Sellics: This is a free tool that provides keyword insights specifically for Amazon.
  6. Scientific Seller: This tool claims to be the slowest keyword tool for Amazon, but it promises to find keywords that other tools miss.

Remember, the best tool for you will depend on your specific needs and budget. Many of these tools offer free trials, so you can try them out and see which one fits your business best.

How to Use Keyword Research Tools Effectively

Using Amazon Keyword Research tools effectively involves several steps:

  1. Identify Relevant Keywords: Start by identifying keywords that are relevant to your product. You can use the tool’s search function to find similar phrases and terms related to your product.
  2. Analyze Search Volume: The tool shows the estimated monthly search volume for each keyword. Prioritize keywords with high search volumes as these are the terms most customers are using to find products like yours.
  3. Understand Your Competition: The tool provides data insights like organic and sponsored ranks for each keyword. This can help you understand how your competitors are performing and where you can improve.
  4. Filter Your Keywords: Use the tool’s filtering options to narrow down your keyword list. You may want to focus on niche markets, or filter by search volume to focus on the most popular searches.
  5. Export Your Keywords: Most tools allow you to download your keyword list to a CSV file. This can be useful for further analysis and for keeping track of your keyword strategy.
  6. Test and Adjust: Finally, remember that keyword research is an ongoing process. Monitor your performance, test different keywords, and adjust your strategy as needed. 

Remember, a high relevancy score indicates that a keyword is highly relevant to your product and is likely to result in a conversion. It’s essential to use these keywords in your product listing and Amazon PPC campaigns for better visibility and ranking.

Analyzing Keyword Data from These Tools

Analyzing keyword data from Amazon keyword research tools involves several steps:

  1. Review Relevancy Score: The relevancy score indicates how relevant a keyword is to your product. A high score suggests that the keyword is likely to lead to conversions.
  2. Look at Estimated Monthly Search Volume: This gives an idea of how often a keyword is searched for on Amazon in a month. A high search volume indicates that a keyword is popular among Amazon customers.
  3. Analyze Organic and Sponsored Ranks: These ranks show how well your product or a competitor’s product is ranking for a keyword organically and in paid placements. This gives you an idea of the competition level for a keyword.
  4. Consider Niche Markets: The tool can help identify niche markets that could be profitable. Keywords with lower search volume but high relevance to your product can indicate a niche market.
  5. Export Data for Further Analysis: Most tools offer the option to download keyword data to a CSV file. This allows you to do deeper analysis, track changes over time, and integrate the data with other tools or datasets you might be using.

By properly analyzing the data from these tools, you can optimize your Amazon listings and PPC campaigns to improve visibility and increase sales.

Below are some videos you can watch to learn more about Amazon keyword research:

How To Find Amazon Keywords: Using Keywords To Optimize My Listing

Best Practices for Amazon Keyword Placement

  1. Product Title: Incorporate important keywords in the product title. This is the first place Amazon looks to understand what your product is. Make sure your product title is clear, concise, and contains the most relevant keyword.
  2. Product Description and Bullet Points: Use these areas to include additional keywords. Provide detailed and accurate information about the product while naturally inserting keywords.
  3. Backend Keywords: Amazon allows you to enter hidden keywords in the backend. Use this space for synonyms, abbreviations, alternate names, etc. that you couldn’t fit into the title or bullet points.
  4. Product Grid: As per the information from the database, you can also place keywords on the product grid. Cross-compare products and click on other related items to optimize keyword placement. This is important for indexing and ranking purposes.
  5. Use Keyword Research Tools: Use Amazon keyword research tools to find the best keywords for your product. These tools can provide insights into the most popular search terms and help you optimize your listing.
  6. Avoid Keyword Stuffing: While it’s important to include relevant keywords, avoid “stuffing” your listing with keywords in a way that makes the text unnatural or hard to read. Amazon could penalize listings that engage in this practice.

Remember, effective keyword placement can increase the visibility of your products on Amazon’s search engine, leading to increased clicks and sales.

Is it better to have more or less keywords in my Amazon listing?

When it comes to keyword usage in your Amazon listing, it’s not so much about the quantity but more about the relevance and strategic placement of the keywords. 

Quality over Quantity: It’s important to use relevant and high-ranking keywords rather than stuffing your listing with as many keywords as possible. Irrelevant or excessive keywords can make your listing appear spammy and may negatively impact your ranking.

No Keyword Stuffing: Keyword stuffing can lead to a poor user experience as the listing description may not read naturally or may not accurately represent the product. Amazon could penalize listings that engage in this practice.

Strategic Placement: Placement of keywords is key. Incorporate important keywords in the product title, description, bullet points, and the backend of your product listing. As per the database information, you can also strategically place keywords on the product grid for indexing and ranking purposes.

In summary, it’s better to have fewer, highly relevant keywords, placed strategically throughout your listing, than to have a large number of less relevant keywords.

Does the order of keywords matter?

Yes, the order of Amazon keywords does matter when optimizing your listing. The keywords used in your product title, bullet points, and product description have more weight in terms of ranking and relevance. 

It’s important to strategically place your most important keywords towards the beginning of these fields. This helps to increase the visibility of your listing and improve its chances of ranking higher in search results. 

However, it’s also crucial to maintain a natural and readable flow to your listing, so avoid keyword stuffing or using irrelevant keywords.

Does Amazon penalize keyword stuffing?

Yes, Amazon penalizes keyword stuffing in product listings. Keyword stuffing refers to the practice of excessively using keywords in your listing in an unnatural and spammy manner. Amazon’s algorithm is designed to detect and penalize listings that engage in this practice.

When optimizing your listing, it’s important to use keywords in a relevant and strategic way that enhances the overall quality and readability of your content. Overusing keywords or including irrelevant keywords can negatively impact your listing’s visibility and ranking on Amazon.

To avoid keyword stuffing, it’s recommended to focus on using keywords naturally in your product title, bullet points, and product description. This will not only help improve your listing’s visibility but also provide a better experience for potential customers.

How many keywords per Amazon listing?

There is no specific limit to the number of keywords you can include in an Amazon listing. However, it’s important to focus on quality rather than quantity when it comes to keywords. Instead of trying to stuff as many keywords as possible, it’s recommended to use a targeted approach and include relevant and high-converting keywords in your listing.

Amazon provides specific fields where you can include keywords, such as the product title, bullet points, and backend search terms. It’s crucial to optimize these fields with strategic keywords that accurately describe your product and match customer search queries.

While there is no set number, it’s generally advised to focus on 2-3 primary keywords in your product title and then strategically include additional relevant keywords in the bullet points and product description. Remember to prioritize readability and ensure that your listing flows naturally for potential customers.

How many times should you use your keyword?

There is no specific rule or recommended number of times to use a keyword in an Amazon listing. Instead of focusing on a specific keyword density, it’s important to prioritize the overall quality and relevance of your content.

When optimizing your listing, aim to include your primary keywords in important areas such as the product title, bullet points, and product description. However, it’s crucial to maintain a natural and readable flow to your listing. Overusing keywords or engaging in keyword stuffing can have a negative impact on your listing’s visibility and customer experience.

Instead of obsessing over a specific keyword count, focus on providing valuable and informative content that accurately describes your product and appeals to potential customers. It’s recommended to use keywords strategically and naturally throughout your listing, ensuring that they are relevant and enhance the overall quality of your content.

How many keywords should I use for SEO on Amazon?

There is no specific limit or recommended number of keywords for SEO on Amazon. Instead of focusing on a specific keyword count, it’s more important to prioritize relevance, quality, and strategic placement of keywords.

When optimizing your Amazon listing for SEO, consider the following:

  1. Product Title: Include your most important and relevant keywords in your product title. Aim to provide a clear and concise description of your product while incorporating relevant keywords to improve visibility.
  2. Bullet Points: Use bullet points to highlight key features and benefits of your product. Incorporate relevant keywords naturally within the bullet points to improve search visibility and communicate the value of your product to potential customers.
  3. Product Description: Craft a detailed and engaging product description that includes relevant keywords. Focus on providing valuable information, addressing customer pain points, and highlighting unique selling points.
  4. Backend Search Terms: Utilize the backend search terms field to include additional relevant keywords that may not fit naturally within the visible sections of your listing. This can help improve your listing’s discoverability for specific search terms.

How To Find Amazon Keywords: Types of Keywords on Amazon

On Amazon, there are different types of keywords that sellers can consider for optimizing their product listings. Here are some common types of keywords on Amazon:

  1. Primary Keywords: These are the main keywords that accurately describe your product and its core features. They are typically included in the product title and play a crucial role in determining your product’s visibility in search results.
  2. Long-Tail Keywords: These are longer, more specific keyword phrases that target niche or specific customer searches. Long-tail keywords often have lower search volume but can be highly relevant and have less competition, allowing for better visibility and conversion rates.
  3. Competitor Keywords: These are keywords that are related to your product and are frequently used by your competitors. Analyzing competitor listings can help you identify relevant keywords that you may not have considered.
  4. Backend Search Terms: These are additional keywords that you can include in the backend search term fields of your Amazon listing. Backend search terms are not visible to customers but can help improve your listing’s discoverability for specific search terms.
  5. Seasonal Keywords: These are keywords that are relevant for specific seasons or holidays. Optimizing your listing with seasonal keywords can help attract customers during specific periods when demand for certain products is higher.
  6. Brand Keywords: These are keywords that specifically include your brand name or variations of it. Brand keywords can help strengthen your brand presence on Amazon and attract customers who are specifically searching for your brand.

Remember, conducting thorough keyword research, analyzing search trends, and using relevant keywords strategically throughout your listing can help improve your product’s visibility, attract the right customers, and increase conversions on Amazon.

What is a primary keyword in Amazon?

In the context of Amazon, a primary keyword refers to the main keyword or key phrase that best represents your product and its core features. It is the primary term that you want your product to rank for when customers search on Amazon.

The primary keyword is typically included in the product title and plays a crucial role in determining your product’s visibility in search results. It helps Amazon’s algorithm understand the relevance of your product to specific search queries.

Choosing a strong primary keyword requires understanding your target audience, conducting thorough keyword research, and analyzing competitor listings. It should accurately describe your product and align with how customers are searching for similar products on Amazon.

By optimizing your listing for the primary keyword, you increase the chances of your product appearing higher in search results, improving visibility, and attracting potential buyers. However, it’s important to balance keyword optimization with providing valuable and persuasive content that appeals to customers.

What are Keyword Attributes in Amazon?

Keyword attributes in Amazon are additional pieces of information that you can provide about your product keywords. These attributes can help Amazon to better understand your products and to match them with relevant customer searches.

When you add keyword attributes to your product listings, you are helping Amazon to better understand your products and to match them with relevant customer searches. This can lead to increased visibility for your products and more sales.

How To Find Amazon Keywords: Amazon’s Auto-suggest Feature and Search Term Report

How Amazon’s Auto-suggest Works

Amazon’s auto-suggest feature is designed to provide users with real-time suggestions as they type in the search bar. Here’s how Amazon’s auto-suggest works:

  1. User Input: When a user starts typing a query in the search bar on Amazon, the auto-suggest feature is triggered.
  2. Algorithm: Amazon uses a complex algorithm to generate auto-suggestions based on various factors, including search volume, popularity, relevance, and recent customer behavior.
  3. Popularity and Search Volume: The auto-suggest feature takes into account the popularity and search volume of specific keywords. It suggests commonly searched terms to help users find what they are looking for more quickly.
  4. Relevance: Amazon’s auto-suggest also considers the relevance of keywords to the user’s search query. It suggests keywords that are closely related to the user’s input and have a higher chance of leading to relevant search results.
  5. Customer Behavior: The auto-suggest feature takes into account customer behavior and trends. It considers the search history and purchase behavior of previous users to provide relevant suggestions based on what other customers have searched for or purchased.
  6. Product Listings: The auto-suggest feature also considers the product listings available on Amazon. It suggests keywords that are commonly associated with a wide range of products to help users explore different options.

The auto-suggest feature is continuously updated and adapts to changing search trends and customer behavior. It aims to provide users with relevant and popular search suggestions to enhance their search experience on Amazon.

Gleaning Keyword Ideas from Auto-suggest

This can be a valuable strategy for keyword research on Amazon. Here’s how you can effectively gather keyword ideas from auto-suggest:

  1. Start with a Seed Keyword: Begin by entering a relevant seed keyword related to your product or niche into the Amazon search bar.
  2. Observe Auto-suggestions: As you type, take note of the auto-suggestions that appear. These suggestions are based on popular and frequently searched terms related to your seed keyword.
  3. Expand Keyword Variations: Analyze the auto-suggestions and identify variations, long-tail versions, or related keywords that may be relevant to your product. These variations can help you target a broader range of search terms.
  4. Analyze Competition: Take note of the auto-suggestions that appear for products similar to yours. This can give you insights into the keywords your competitors are targeting and help you identify potential gaps or opportunities.
  5. Consider Related Categories: Auto-suggestions may also provide keywords related to specific categories or subcategories. Explore these suggestions to discover additional relevant keywords that you may have overlooked.
  6. Use Third-Party Tools: To further expand your keyword research, consider using third-party keyword research tools such as Helium 10, Jungle Scout, or MerchantWords. These tools can provide additional keyword suggestions and insights to enhance your keyword optimization efforts.