Master Amazon Keyword Research

February 15th, 2024

Search bar and man searching on cell phone infront of desk with laptop; utilizing amazon seo techniques to rank higher in consumer search results

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What is Amazon Keyword Research and Why Is It So Important?

When you're embarking on a quest for the perfect cup of coffee, hoping to uncover a hidden gem in your neighborhood, your fate lies in the hands of keywords. Nestled within your search engine, these silent orchestrators determine which cafes will catch your eye and which will remain hidden in the shadows. 

For Amazon sellers, understanding how shoppers search for products can break down the invisible barrier between you and them. To seamlessly pair your products with the right customers, start with keyword research. As one of the most powerful tools in your arsenal, adding these small yet mighty terms is exactly what you need to climb to the top, positioning your products as the ideal match for your target audience's search.

How Do I Get Started?

Unlocking the secrets of Amazon keyword research opens up a world of possibilities. As you dive into the process, you'll soon find yourself thinking like your customers and even predicting their search patterns. Ready to jumpstart your Amazon SEO strategy? Here's how.

Primary Keywords vs. Secondary Keywords

Did you know that there are two main keyword types? For best results, integrate both into your SEO strategy.

  1. Primary Keywords: These are the main keywords or phrases that directly relate to the identity or description of your product. Primary keywords tend to be general and often have higher search volumes, but may also have higher competition. For example, if you're writing about unicorn pool floats, "unicorn pool toys,” “unicorn pool float”, or “inflatable unicorn" would likely be primary keywords.

  2. Secondary Keywords: Also known as long-tail keywords, these are additional keywords or phrases that are more targeted and specific. While they may have lower search volumes, they can be valuable for attracting highly relevant traffic. An example of secondary keywords for unicorn pool floats could be "pool accessories,” “inflatable pool toys”, or “novelty pool supplies.”

Become a Keyword Detective

Understanding shopper intent can help you reach them more effectively. Ask yourself a few simple questions:

  • Who is searching for this product?
  • What types of variations of this product are people searching for?
  • When are people searching for this product?
  • Where are potential customers located?
  • How are people searching for this product?
  • Why are people searching for this product?

Tips, Tools, and Techniques for Keyword Research

  1. Use the Amazon Auto-Complete Function
    This is one of the most simple and seamless ways to do effective keyword research and is especially valuable if you don’t have the resources to invest in expensive Amazon keyword analysis software. Using the search bar at the top of the page on Amazon can give you incredible insight into search behavior and common phrases that are used to find the product in question.

    Getting started:
    As you complete a keyword search on Amazon, a drop-down will appear with related searches. These related terms and phrases are extremely helpful to use in your own keyword or search term bank, as they are high-ranking and frequently used.

  2. Analyze Amazon’s Suggested Products on Product Pages
    Remember, your product's visibility depends on the search terms you incorporate into your backend, bullet points, and product description. Related keywords, such as sunscreen, swimsuits, or sunglasses can broaden its reach. Think outside the box–if customers are searching for pool accessories, they may also be interested in complementary items like these. It's all about making savvy choices to maximize your listing's appeal.

    Expert Tip: Only use this strategy if you have extra space for keywords. Your primary plan of attack should be to include keywords that describe your product, synonyms, misspellings, etc.

  3. Assess Your Competition
    Quickly scanning through product titles can unveil valuable keywords that might have slipped your mind, yet are commonly associated with the product you're researching. You should also include the intended use for the product, i.e. ‘for hair, for kids, for sandwiches, for graduation, for swimming lessons, etc.’

    Expert tip: As you search Amazon keywords and competitor listings, be sure to stay true to your brand identity. Duplicating similar listings can backfire, pitting you against them rather than carving your own unique path.

  4. Consider Popular Synonyms and Misspellings
    It’s time to dust off your thesaurus! Identify alternative terms that are used for the same product (sunscreen, sunblock, sun protection, etc.) or defining features (real, pure, 100%, clean, natural, chemical-free, vegan, plant-based, etc.). Use common misspellings of the synonyms in your Amazon listing (enter these into the back-end search terms), and use both plural and singular forms of synonyms.

  5. Use Your Back-end Keywords Section
    Think of back-end keywords as a hidden SEO boost that can give your listing an edge over the competition. Because of their elusive nature, back-end keywords are not typically the first thing a seller will think about, but their competitive advantage is unmatched. Just like the once important “HTML tags” for websites, back-end keywords are not visible on your Amazon product page, but their impact on organic ranking is just as crucial as a well-optimized title and description.

  6. Invest in a Keyword Research Tool
    While it might not seem like the most budget-friendly choice for sellers with a limited product range, as your catalog grows, investing in an Amazon-specific keyword research tool is your best bet. Instead of clicking around on Amazon for hours on end just to research one product, you will save time and money in the long run by using software that is specifically designed to streamline the process.

    Expert tip: Machine learning and AI-driven keyword research tools can instantly identify trending keywords, search volumes, and consumer behavior patterns. These tools can help you stay ahead of the curve and identify emerging trends in your niche.

  7. Amazon SEO Optimization for Voice Search
    As voice-activated devices and virtual assistants gain popularity, the search terms used by shoppers have changed. Update keywords to align with natural language and consider how customers might phrase their search queries when using voice search. Customize your Amazon search optimization strategy accordingly.

  8. Stay Up to Date with the Amazon A9 Algorithm
    Staying informed about any updates or changes to search engine algorithms can help you stay relevant and tweak your Amazon search engine optimization strategy. Routinely assess and adapt your keyword strategy to maintain visibility and rankings.

How Many Keywords Does Amazon Allow?

Apart from the unlimited number of keywords that you can include in your title, bullet points, and description (as long as you adhere to the character count), Amazon also provides a space on the back end of your listing where you can enter keywords. For the five lines, or “Subject Matter” fields, you can typically use 50 characters for each line. In the main search terms bank, sellers can use up to 250 characters for their back-end keywords.

Expert tip: Spaces, punctuation, and special characters all count towards your character limit. Do your best to use single words or short phrases, avoiding repetition and unnecessary words to make the most out of this limited space.

Leverage Amazon Keyword Ranking

Many sellers do not realize just how lucrative adding relevant keywords to their listings can be. This can result in their products getting pushed to pages far back into the search results, hidden from view. 

To stand out and gain a competitive edge, consider partnering with an Amazon SEO company that specializes in keyword research and listing optimization. With a well-crafted strategy aimed at boosting visibility and sales, your products can quickly emerge as sought-after treasures within Amazon’s search results.

Is our Amazon SEO service right for you? Many brands simply don’t have the time to dedicate to researching and optimizing their product pages. This can result in missed opportunities, lost sales, and limited growth. Our Amazon SEO experts have researched keywords for thousands of listings and can help you, too. Schedule a consultation today to get started.