If you're selling on Amazon, the most critical part of your SEO strategy is keyword research in Amazon. It helps you understand exactly what your customers are searching for, so you can optimize your listings, rank higher, and boost your sales. Let’s dive into how you can do smart keyword research to win on Amazon.
1. Why Keyword Research Matters on Amazon
Amazon is a product search engine. When buyers search for a product, Amazon uses keywords to decide which listings to show. Without the right keywords, your product won’t show up—no matter how great it is. That’s why proper keyword research in Amazon directly impacts your visibility and conversions.
2. Start with Amazon's Search Bar
One of the easiest and free ways to begin is by typing your main keyword into Amazon’s search bar. Amazon’s autocomplete suggestions are based on actual search queries. These are high-interest, real-time keyword ideas straight from customers.
3. Use Keyword Research Tools
Several tools can help you dig deeper and find high-volume, low-competition keywords:
Helium 10 (Magnet, Cerebro)
Jungle Scout
AMZScout
MerchantWords
Keyword Tool (Amazon section)
These tools show keyword volume, trends, competition, and even what your competitors are ranking for.
4. Check Competitor Listings
Go to top-selling products in your category and analyze their titles, bullet points, descriptions, and backend keywords (via tools). This helps you discover what’s already working and where you can improve.
5. Focus on Long-Tail Keywords
Long-tail keywords are more specific and less competitive (e.g., “wireless earbuds for running” instead of just “earbuds”). These have lower search volume but higher conversion rates. Including them in your listing can help you attract more qualified buyers.
6. Add Keywords to Backend Search Terms
Amazon lets you enter keywords in the backend (in Seller Central). These are not visible to customers but help with search ranking. Use this space for alternate spellings, translations, or related search terms that didn’t fit in the main listing.
7. Track and Update Keywords Regularly
Trends change. A keyword that worked last month might drop this month. Use keyword tracking tools to monitor performance and keep updating your listings with high-performing keywords.
8. Avoid Keyword Stuffing
While using keywords is essential, avoid overusing or forcing them unnaturally. Amazon prefers listings that are easy to read and helpful to customers. Keep your content natural and informative.
Conclusion
Effective keyword research in Amazon is the foundation of successful selling. The better your keyword targeting, the more visibility, clicks, and sales you’ll get. Use a combination of tools, Amazon suggestions, and competitor research to build a strong keyword strategy—and keep refining it as you grow.