Using Spanish Keywords on Amazon To Dominate The Market

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.

Have you ever considered using Spanish keywords on Amazon? If not, then now is the best time to take action. There’s a growth and profit opportunity awaiting sellers who will gear up their selling strategies by targeting Spanish-speaking consumers on Amazon.

Thinking of expanding your reach on Amazon? Targeting the massive Hispanic market might just be the key. Read on to discover how incorporating Spanish keywords into your Amazon SEO strategy can unlock this lucrative opportunity.

Using Spanish Keywords on Amazon: Hispanic Consumers and Online Shopping

The Hispanic market is a force to be reckoned with; by understanding their preferences and catering to their needs, businesses can effectively reach this massive and rapidly expanding demographic, which makes up 20% of the US population

According to the most recent census data, Hispanics accounted for an astounding 51% of all new population growth in the US. Hispanic Americans’ total purchasing power is predicted to reach $2.5 trillion over the next two years, indicating their exceptional economic potential, and this rapid expansion is accompanied by a boom in economic influence.

This growth is twice as fast as that of non-Hispanic Americans, highlighting the rising financial strength of this dynamic community.

More  interesting facts about Hispanic consumers and their shopping behavior:

  • In 2019, four out of five Spanish internet users with a university education had made at least one purchase from the Amazon online marketplace.(Source)
  • It is projected that Hispanic spending power in the United States will increase by $2.8 trillion by the year 2026, amounting to 12.1% of the nation’s total consumer purchasing potential at that time. (Source)

Using Spanish Keywords on Amazon: Keyword Research for Hispanic Audiences

Explore popular Spanish search terms and phrases used by Hispanic shoppers on Amazon.

5 Doable Steps to Find Popular Spanish Keywords and Search Terms on Amazon:

  1. Utilize Amazon Keyword Research Tools:
    • Jungle Scout: Offers a Keyword Scout feature for identifying relevant Spanish keywords based on search volume, competition, and CPC.
    • Helium 10: Provides a Keyword Tracker tool that helps you monitor the performance of your Spanish keywords and identify new opportunities.
    • SellerApp: Features a Keyword Research tool that allows you to filter keywords by language, including Spanish.
  2. Analyze Customer Reviews and Q&A Sections:
    • Look for the specific keywords and phrases used by Hispanic customers to describe your product and its features.
    • Identify common questions and concerns they have, which can reveal potential keyword opportunities.
  3. Explore Social Media Groups and Forums:
    • Join relevant Facebook groups, Twitter discussions, and online forums frequented by Hispanic consumers.
    • Pay close attention to the hashtags and keywords they use when talking about products or services related to your niche.
  4. Analyze Top-Performing Competitor Listings:
    • Identify the Spanish keywords used in the titles, descriptions, and backend search terms of successful competitors.
    • Utilize tools like Jungle Scout’s ASINspector to analyze competitor keywords and identify potential gaps in your own strategy.
  5. ** Leverage Google Keyword Planner:**
    • This free tool provides valuable insights into Spanish keyword search volume, trends, and variations.
    • Use it to identify potential long-tail keywords and phrases that are relevant to your target audience.

Analyze competitor strategies for Spanish keywords and identify opportunities.

Analyzing competitor strategies for Spanish keywords is crucial for identifying opportunities to optimize your listings and capture a larger share of the Hispanic market on Amazon. Here are some effective methods:

  1. Identify Top-Performing Competitors:
  • Product Category Analysis: Identify competitors within your product category who are effectively targeting the Hispanic market.
  • ASIN Lookup Tools: Utilize tools like Jungle Scout or Helium 10 to analyze your competitors’ listings and uncover their ranking keywords.
  • Search Rank Tracking: Monitor your competitors’ rankings for relevant Spanish keywords over time to assess their keyword strategy effectiveness.
  1. Analyze Competitor Listings:
  • Title & Description Analysis: Examine the Spanish keywords used in your competitors’ titles and descriptions to identify their target search terms.
  • Backend Search Term Analysis: Utilize tools like SellerApp or Helium 10 to access and analyze your competitors’ backend search terms for hidden keyword insights.
  • Product Reviews & Q&A Analysis: Review your competitors’ customer reviews and Q&A sections to understand the Hispanic customer’s search language and concerns.
  1. Compare & Contrast Strategies:
  • Create a Keyword Matrix: Compile a table comparing your Spanish keyword usage with your competitors’ to identify gaps and opportunities.
  • Analyze Keyword Performance: Evaluate the effectiveness of your competitors’ keywords by analyzing their search volume, competition, and CPC.
  • Identify Untapped Keywords: Look for relevant Spanish keywords that your competitors are not using but could be beneficial for your product.
  1. Discover Hidden Opportunities:
  • Long-Tail Keywords: Explore long-tail Spanish keywords that are more specific and less competitive, offering potential for higher ranking and lower advertising costs.
  • Regional Variations: Analyze the search terms used by Hispanic consumers in different regions of the US to tailor your keyword strategy accordingly.
  • Cultural Nuances: Pay attention to cultural references and local slang used by your target audience to identify niche keywords with higher engagement potential.
  1. Leverage Competitive Analysis Tools:
  • SEMrush: Gain deeper insights into your competitors’ keyword strategy and organic search performance.
  • Ahrefs: Analyze competitor backlinks and identify websites where Hispanic consumers are searching for products like yours.
  • Social Media Monitoring Tools: Track your competitors’ social media activity to understand their content strategy and identify potential keyword trends.

Remember:

  • Competitor analysis is an ongoing process. Regularly monitor your competitors’ strategies and adjust your own accordingly.
  • Focus on your strengths. Don’t simply copy your competitors. Use their insights to identify opportunities where your unique selling points can shine.
  • Seek professional help if needed. Partnering with a bilingual SEO expert or Amazon agency specializing in the Hispanic market can provide valuable guidance and accelerate your growth.

Using Spanish Keywords on Amazon: Keyword Optimization Strategies:

Strategic Placement:

  • Place primary Spanish keywords strategically in your product title, bullet points, and product description. Ensure a natural flow while incorporating essential terms for improved visibility.

Backend Keyword Optimization:

  • Leverage backend keyword fields to include additional relevant Spanish terms. This boosts your product’s discoverability without cluttering the front-facing content. Do not forget about using Spanish keywords in al texts of A+ content images.

Here is a video to watch:

Long-Tail Keyword Integration:

  • Integrate long-tail Spanish keywords that capture specific product attributes or use cases. This not only enhances visibility but also attracts more targeted and interested shoppers.

Customer-Focused Language:

  • Craft your content using customer-focused language. Speak directly to the needs and desires of your Spanish-speaking audience, creating a connection that goes beyond mere translation.
  • Keywords should be integrated naturally into sentences so they flow and contribute to the overall message, not be forced in. Use a variety of relevant keywords and synonyms to avoid repetition, and focus on high-volume keywords with low competition for optimal search engine visibility.

Optimize for Amazon’s Algorithm:

  • Understand Amazon’s algorithm for indexing and ranking. Tailor your strategy to align with Amazon’s search and recommendation algorithms for maximum exposure.

Regularly Update Keywords:

  • Stay dynamic by regularly updating your Spanish keywords. Monitor shifts in customer behavior, industry trends, and competitor strategies to adapt and refine your keyword choices.

Test and Iterate:

  • Conduct A/B testing with different sets of Spanish keywords to assess performance. Iterate based on the results, focusing on terms that drive better visibility, click-through rates, and conversions.

Using Spanish Keywords on Amazon: Paid Advertising with Spanish Keywords

Strategic Keyword Selection:

  • Choose Spanish keywords strategically for your paid advertising campaigns. Align them with your product, ensuring they resonate with your target audience while considering the competitiveness of each term.

Craft Compelling Ad Copy in Spanish:

  • Write persuasive ad copy in Spanish that speaks directly to your audience. Highlight key product benefits, promotions, or unique selling propositions to capture attention and drive clicks.

Utilize Dynamic Keyword Insertion:

  • Implement dynamic keyword insertion in your ad copy to create personalized and relevant messages. This technique dynamically inserts the search term into the ad, making it more compelling for users.

Optimize for Mobile Users:

  • Many users access Amazon through mobile devices. Ensure your Spanish ads are optimized for mobile viewing, with concise and engaging content that captures attention quickly.

Monitor and Adjust Bids:

  • Regularly monitor the performance of your Spanish keyword ads. Adjust bids based on the competitiveness of the keywords and the desired outcomes, optimizing your budget for maximum ROI.

A/B Testing:

  • Just like with listing copies, you can also conduct A/B testing with different variations of your Spanish ads. Test different headlines, ad copy, and calls-to-action to identify what resonates best with your Spanish-speaking audience.

Track Conversions and Refine:

  • Track conversion metrics for your Spanish keyword ads. Analyze the data to refine your strategy, focusing on high-performing keywords and optimizing underperforming ones.

Adapt to Cultural Nuances:

  • Be mindful of cultural nuances in your ad content. Ensure that your messaging aligns with the cultural preferences and sensitivities of the Spanish-speaking audience you are targeting.

Using Spanish Keywords on Amazon: Creatives Resonating With US Hispanic Community

Creating creatives that resonate with your target audience is the first step in forging a good relationship with them. This means your content must touch their hearts, and show them you care. 

4 in 5 Hispanic households are multilingual, preferring brands that speak or advertise in Spanish (first language). Spanish-speaking Hispanic consumers responded most favorably to advertising in Spanish, according to Simmons Research’s “The State of the Hispanic-American Consumer 2018.

To engage your Hispanic audience, you need to directly speak to them in Spanish and tap into their interest. According to a Nielsen study sponsored by Univision, advertising in Spanish not only enhances the memorability and likability of your brand and messaging, even among bilinguals, but it also leads to a remarkable 39% increase in your Return on Advertising Spend (ROAS).

Not As Simple As Spanish Translation

You’ve probably experienced it at least once: the annoyance of reading content translated into your native language, knowing that the translation is inaccurate. The same applies to Hispanics.

While translating your ads into Spanish is a crucial first step, it’s only the beginning of a successful journey in connecting with the diverse and vibrant Hispanic community in the US. This large and varied population deserves more than just a translated message. They deserve culturally relevant communication that resonates with their unique experiences and preferences.

To forge a genuine connection, you need to delve deeper than language. Understand and incorporate the cultural nuances that matter to them. Embrace their rich tapestry of traditions, values, and aspirations. Only then can your message truly resonate and achieve the meaningful engagement you seek.

By acknowledging the individualities within this diverse community and crafting messages that speak to their hearts, you can unlock the true potential of the Hispanic market and build lasting relationships that go beyond the translation.

Using Spanish Keywords on Amazon: Building Brand Awareness with Hispanic Customers

With awareness of how to capture the attention of your Hispanic audience, you can build a strategy for building brand awareness. Here are some of the ways you can include in your plan of action.

  • Hire Spanish-speaking team members who can create Spanish content. Here at My Amazon Guy, we have several team members who speak Spanish, such as Francisco Valadez, our VP of BrandOps. Together with other Spanish-speaking team members, we now have a YouTube channel that discusses FBA topics in Spanish.

Below are some of the videos you can watch:

  • Include elements of “Family.” For U.S. Hispanics, family is everything. But don’t just show a father and son playing soccer. This audience wants genuine stories that resonate with their hearts.

Go beyond the generic. Find specific moments that capture the true essence of family relationships. These are the stories that will connect, engage, and ultimately persuade.

  • Engaging with Hispanic influencers and communities to build brand awareness and trust.
  • Participating in relevant online forums and social media groups frequented by Hispanic consumers.

Using Spanish Keywords on Amazon: Customer Reviews and Feedback:

Encouraging Spanish Reviews:

  • Prompt customers to leave reviews in Spanish, fostering a connection with your Spanish-speaking audience. Encourage authentic feedback to build trust and credibility.

Language-Targeted Feedback Requests:

  • Tailor feedback requests in Spanish, ensuring that your communication resonates with the language preferences of your customers. Personalize your requests for a more engaging experience.

Analyzing Spanish Reviews:

  • Dive into Spanish customer reviews to gain insights into product satisfaction, preferences, and pain points. Use this valuable information to refine your offerings and address customer needs effectively.

Responding in Spanish:

  • Respond to reviews in Spanish to show your commitment to customer satisfaction. This not only acknowledges customer feedback but also enhances your brand’s approachability.

Showcasing Spanish Testimonials:

  • Highlight positive Spanish reviews as testimonials in your product listings. This reinforces trust and credibility among potential Spanish-speaking customers, encouraging them to make informed decisions.

Addressing Negative Feedback Effectively:

  • Respond promptly and professionally to negative feedback in Spanish. Demonstrate a proactive approach to resolving issues, showcasing your dedication to customer service within the Spanish-speaking community.

Continuous Improvement:

  • Treat Spanish customer feedback as a valuable resource for continuous improvement. Use it to refine your product offerings, address pain points, and enhance the overall customer experience.

Using Spanish Keywords on Amazon: Customer Reviews and Feedback:

Encouraging Spanish Reviews:

  • Prompt customers to leave reviews in Spanish, fostering a connection with your Spanish-speaking audience. Encourage authentic feedback to build trust and credibility.

Language-Targeted Feedback Requests:

  • Tailor feedback requests in Spanish, ensuring that your communication resonates with the language preferences of your customers. Personalize your requests for a more engaging experience.

Analyzing Spanish Reviews:

  • Dive into Spanish customer reviews to gain insights into product satisfaction, preferences, and pain points. Use this valuable information to refine your offerings and address customer needs effectively.

Responding in Spanish:

  • Respond to reviews in Spanish to show your commitment to customer satisfaction. This not only acknowledges customer feedback but also enhances your brand’s approachability.

Showcasing Spanish Testimonials:

  • Highlight positive Spanish reviews as testimonials in your product listings. This reinforces trust and credibility among potential Spanish-speaking customers, encouraging them to make informed decisions.

Addressing Negative Feedback Effectively:

  • Respond promptly and professionally to negative feedback in Spanish. Demonstrate a proactive approach to resolving issues, showcasing your dedication to customer service within the Spanish-speaking community.

Continuous Improvement:

  • Treat Spanish customer feedback as a valuable resource for continuous improvement. Use it to refine your product offerings, address pain points, and enhance the overall customer experience.

Using Spanish Keywords on Amazon: Where To Advertise

Reaching the Amazon Hispanic audience requires strategic advertising across platforms where this demographic is actively engaged. Here are some effective channels to target the Hispanic audience:

Amazon Advertising:

  • Leverage Amazon’s own advertising platform, including Sponsored Products, Sponsored Brands, and Sponsored Display ads. Use Spanish keywords and optimize ad content to resonate with Hispanic shoppers.

Social Media Platforms:

  • Utilize popular social media platforms such as Facebook, Instagram, and Twitter, where the Hispanic audience is actively present. Craft engaging ads in Spanish to promote your Amazon products.

YouTube Advertising:

Using Spanish Keywords on Amazon Youtube
  • Create video ads targeting Hispanic audiences on YouTube. YouTube is widely used by Spanish speakers, and video content can be a powerful way to showcase your products.

Google Ads:

  • Implement Google Ads campaigns with a focus on targeting Spanish-speaking users. Utilize Spanish keywords and create compelling ad copy to direct traffic to your Amazon listings.

Hispanic-Focused Websites and Blogs:

  • Collaborate with Hispanic-focused websites and blogs for sponsored content or display advertising. This allows you to tap into niche audiences interested in products relevant to your offerings.

Email Marketing:

  • Develop targeted email marketing campaigns that include Spanish-language content. Capture the attention of your Hispanic audience with personalized promotions and exclusive offers.

Collaborate with Influencers:

  • Partner with influencers who have a strong presence within the Hispanic community. Influencers can authentically promote your products through sponsored content and reviews.

Spanish Radio and Podcasts:

  • Explore advertising opportunities on Spanish-language radio stations or podcasts. This traditional yet effective medium can help you connect with a broad Hispanic audience.

Community Events and Festivals:

  • Sponsor or participate in community events and festivals that cater to the Hispanic population. This provides an opportunity for direct engagement and brand exposure.