Amazon SEO Keyword Research: 3 Proven Methods

Search is the first method individuals discover merchandise on Amazon, so being listed and ranked for as many related key phrases as attainable is essential to your success as a vendor.

However, hasty key phrase analysis can result in a lot frustration and restrict the power of your optimization to enhance general profitability and gross sales quantity.

If you aren’t listed for the right phrases, being discovered by your clients shall be tough at greatest. As competitors has change into fiercer over current, thorough key phrase analysis that features each long- and short-tail gadgets can play an enormous position in overall sales and profitability on Amazon.

This implies that you have to be concentrating on extra than simply 10–25 key phrase phrases to drive product gross sales.

In this text, you’ll stroll via the fundamental keyword strategy for Amazon and uncover 3 ways to farm the key phrases that may convey you probably the most related, keen consumers.

While some merchandise or advertising methods require extra superior strategies for key phrase analysis, these fundamentals might help you maximize your rankings on Amazon.


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Basic Keyword Strategy for Amazon

Keywords behave in another way on Amazon than on Google. Once you’ve listed for phrases that make up the longer key phrase phrases your clients may enter into the search bar, you possibly can concentrate on rating, which seems to be at key phrase phrases.

For natural Amazon SEO, consider particular person phrases that make up longer phrases. Then, while you’re optimizing your PPC campaigns and launch plans, you’ll assume by way of key phrase phrases.

This implies that when optimizing for Amazon, we wish to guarantee we’re together with particular person key phrases, whatever the order or grouping the client may kind within the search bar for natural Amazon SEO.

It can also be essential to know that for Amazon SEO, frequency just isn’t a rating issue.

Therefore, repeating the identical key phrases a number of instances all through your title, bullets, and back-end search phrases just isn’t going to ship a stronger sign to Amazon that your merchandise is an accurate match for the client’s search.


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Amazon primarily seems to be at conversion historical past, whereas a number of different elements additionally play a task.

Now, let’s dig into three key phrase analysis strategies you should use to enhance your Amazon technique.

1. Expanding Keyword Approach

The first and most simple option to establish key phrases for Amazon is to make use of the increasing key phrase method.

This course of works greatest for newcomers, new-to-category merchandise, or merchandise that don’t have profitable, carefully associated opponents already on Amazon.

Here, you start with the key phrases you already know you need your product to rank and index for.

You broaden on them to establish longer key phrase phrases that is likely to be typed in by extra related clients and, on the identical time, have much less competitors, making it simpler to rank.

The course of for the increasing key phrase method is as follows:

Brainstorm All Potential Words That Could Be a Good Fit for Your Listing

Look at your product and take into consideration how clients would describe it in the event that they didn’t know your model identify or itemizing title.

  • Think about how a buyer would discover your product in the event that they couldn’t keep in mind your model or product identify.
  • Look on the phrases and use instances you place in your packaging.
  • How would a buyer describe the makes use of and advantages of your product?

Run the Words Through a Keyword Research Tool

After you’ve brainstormed as many phrases as attainable, we are able to now use any of the favored key phrase analysis instruments available on the market to broaden your outcomes.

Sellzone, by Semrush, just lately launched a beta Keyword Tool that can be utilized with the Expanding Keyword Approach. MerchantWords and Helium 10 additionally each supply this functionality.

As you enter your unique key phrase phrases into the instruments, you’ll discover extra key phrases that assist make up longer key phrase phrases.

For instance, in the event you kind in a Star Wars shirt, then this system will generate a listing of extra key phrase phrases, equivalent to [funny Star Wars shirt] or [Chewbacca Star Wars shirt].


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Run the Expanded Keyword List Through a Frequency Counter

Once you’ve farmed the expanded key phrases, then you definately wish to use a frequency counter like Helium 10 Frankenstein, Merchant Word’s Keyword Explorer, or Write Words (which is free).

High search frequency is a sign that the phrase is getting used extra typically.

We use frequency as an indicator of relevancy; moreover, it helps us establish key phrases that make up the biggest variety of key phrase phrases.

Write Your Title & Bullets

Now that you’ve got a listing of particular person key phrases to include into your itemizing, you possibly can start to jot down your title and bullets.

Incorporate as many key phrases as attainable whereas focusing the content material on conversion.

2. Competitor Keyword Approach

This methodology seems to be at what key phrases opponents or carefully associated ASINs are already rating for. We’re learning what’s already working for our opponents to make sure we’re not lacking gross sales alternatives.

This methodology makes use of any program that gives a well-tested reverse ASIN software. This kind of software analyzes a specific ASIN or product detail page on Amazon and determines which key phrases are already rating properly for that itemizing.


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Because Amazon’s major consider rating is conversion historical past, we are able to make an overgeneralized assumption that if a list is already rating properly for a specific key phrase phrase, then that key phrase phrase ought to generate gross sales for that itemizing.

Here’s your course of for the competitor key phrase method.

Start at Your Favorite Reverse ASIN Tools

Our favorites are Merchant Words Page 1 Products and Helium 10’s Cerebro. The course of itself will barely differ relying on the software you’re utilizing, however the general method is identical.

I’m simply highlighting two instruments we extensively use, however there are numerous choices within the Amazon house which might be nice to make use of for this method.

Once you’ve chosen the software, you’ll be utilizing the next:

Merchant Words

  • Identify probably the most related key phrase to your product and enter it within the software’s PA (Page 1) search bar. You’ll obtain a listing of ASINs associated to that key phrase.
  • Select the ASINS which might be probably the most related match to your product.

Helium 10

Enter your ASIN, after which choose “Get Competitors.”


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Or, add ASINs which might be carefully associated and rank properly for essential key phrases.

Tool to select relevant competitors and ranking keywords.MerchantWords Page 1 software lets you choose probably the most related opponents after which see the key phrases which these listings are rating on web page 1.

It is essential, whatever the software you’re utilizing, that you choose solely probably the most related ASINs.

If you choose ASINs which might be solely broadly associated, you’ll discover irrelevant key phrases that received’t be usable in composing a top-selling itemizing.

Locate the Frequency Counter and Arrange In Descending Order

Scan the outcomes for probably the most related key phrases.


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Make certain to take away irrelevant phrases. If you discover many, have a look at the ASINs you chose.

Once you’ve eliminated irrelevant key phrases from the checklist, add these particular person phrases right into a frequency counter and incorporate the remaining outcomes into your itemizing copy and backend structured information. Prioritize the higher-ranked related phrases on the frequency counter.

Note: For this method, merchandise which have a number of key phrase profiles could be particularly difficult.

If you think about a Star Wars T-shirt with one of many new characters on it versus a mug with the traditional Chewbacca picture, the fan base is totally different, the key phrases for every trilogy are totally different, and the key phrases associated to the product medium (T-shirt versus mug) shall be totally different.

So though they could seem to be associated merchandise, the key phrase profiles of every product shall be considerably totally different.

We typically restrict our seek for these reverse ASIN searches to key phrase phrases that rank on web page 1 or inside the first 25 positions. This permits us to remove many irrelevant key phrases {that a} product is likely to be rating for however that don’t generate many product gross sales.


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3. Layered Keyword Approach

For merchandise with a number of key phrase profiles equivalent to a Star Wars T-shirt or mug, typically layering each strategies is critical to make sure you’re getting all of the related key phrases with out farming pointless, irrelevant phrases.

This is particularly true for merchandise which have a singular promoting proposition or a particular characteristic that your opponents don’t.

If you solely use the competitor key phrase method for these kind of merchandise, you’ll miss all of the key phrases which might be associated to that distinctive promoting proposition.

That’s why the layered key phrase method is the extra complete choice of the three.

The course of for the layered key phrase method is as follows.

Start with the Expanding Keyword Methodology

Save your leads to a textual content file, a set in Merchant Words, or Helium 10’s Frankenstein.

All three are legitimate methods to retailer and construct out your key phrase analysis checklist.

Implement the Competitor Keyword Approach

Keep in thoughts that you probably have a product that has two sorts of profiles, like within the Star Wars t-shirt instance, you’ll want key phrase analysis relating to T-shirts and key phrase analysis across the character and franchise of that Star Wars character.


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Add the Results

Now, add the outcomes from the Competitor Keyword method to your farmed key phrase checklist from the Expanding Keyword methodology.

Make certain to take away any irrelevant phrases, simply as you probably did earlier than.

Run the Expanded Keyword List Through the Frequency Counter

After you’ve got the mixed checklist, we’ll use the frequency counter on it to establish the higher-ranking phrases from each strategies.

Key Takeaways

In closing, layering each strategies permits a extra full profile. However, relying on the product and your degree of experience in key phrase analysis, any of those analysis approaches will assist you just be sure you’re integrating extremely related key phrases that may assist you herald extra visitors.

(*3*)You can use Cerebro by Helium 10 for a reverse ASIN software as properly.

These strategies will also be used to find out what key phrases are already in your present itemizing to find out in case your product just isn’t promoting as a result of it isn’t listed for as many key phrases as your opponents are.


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Helium 10 has an awesome software known as Scribbles. It allows you to add your farm key phrase checklist, and as you write the title and bullets, it crosses off the phrases you’ve got included in your key phrase analysis as you kind. This is nice if you’re writing your unique copy.

It can also be useful if you wish to do key phrase analysis on a product that you’ve got already optimized. You can verify to see if probably the most related key phrases have already been built-in, or if you have to rewrite a few of that content material.

Always take into account that key phrases on Amazon are listed all through the web page.

While the title and bullets are most essential, structured information and even critiques and conversion historical past can play a task within the phrases that you’re listed for.

As we’re doing key phrase analysis on Amazon, we at all times wish to prioritize extremely related key phrases first, then think about frequency in search quantity.

Amazon has strict tips on every space of the product element web page, together with how lengthy titles and bullets could be earlier than they cease indexing.


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That is why it’s so essential that you just edit and optimize your checklist and focus in your most related key phrases as a substitute of making an attempt to index for an infinite variety of key phrase phrases.

Last however actually not least, maintain your potential buyer in thoughts with a balanced method. Maximize the variety of key phrases in your itemizing with out sacrificing that your clients get the knowledge they want on whether or not this product is correct for them.

Do not key phrase stuff simply to get extra visitors; you possibly can at all times add no matter key phrases didn’t naturally circulation within the copy in your structured information and backend key phrases.

Indexing for keywords is simply step one. Once you’ve got a keyword-rich product element web page, the following step is to make use of a mixture of promoting, clippable coupons, and different professional methods of driving visitors and changing gross sales to point out Amazon that your product is an effective match for these key phrases.

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Image Credits

All screenshots taken by writer, July 2021

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