Selling on Amazon without keyword research is like opening a store in the middle of nowhere with no signs, no address, and no Wi-Fi to even drop a pin. You’re technically there, but unfortunately, no one’s ever going to find your store (unless a lost hiker stumbles in looking for snacks). If customers can’t find your product, they can’t buy it – and if they can’t buy it, well… congrats, you’ve just set up the saddest, most invisible lemonade stand on the internet.
That’s where keyword research comes in. Unlike traditional SEO, which focuses on driving traffic to a website, Amazon keyword research has one job: figuring out exactly what people type in when they’re ready to throw their money at something. Nail it, and your product shows up right when shoppers are searching. Miss the mark, and you’re basically standing in that same deserted store, waving frantically while customers walk straight past you, because they never even knew you existed.
A solid keyword strategy doesn’t just help you rank higher – it puts up the metaphorical signs, drops the digital pin, and makes sure your store is exactly where shoppers are looking. It also makes your Amazon ads more efficient, cutting down wasted ad spend and boosting conversions. And once you’ve mastered the right tactics, that once-invisible store in the middle of nowhere? It’s now a fully stocked shop right in the heart of a busy shopping district, with customers streaming in, carts full, and checkout lines buzzing.
In this guide, we’re diving into the best tools and tactics to help you zero in on high-intent keywords, optimize your listings, and finally get your products in front of the people who actually want to buy them.
Let’s get into it.
Article Contents
What is Amazon Keyword Research?
Amazon keyword research is like eavesdropping on shoppers, except it’s totally legal (and way less creepy). It’s all about figuring out what words people actually type in when they’re ready to buy something. The process is simple: find, analyze, and use the most relevant search terms so your product gets in front of the right people looking for your product (or something similar). Because if your listings don’t match what customers are searching for, your product might as well be hiding out on page 17, gathering virtual dust.
Think of it this way: Amazon is one giant marketplace where visibility = sales. If you’re not using the right keywords, it’s like opening a shop in a low foot-traffic alley with no signs – no one’s going to find you. But when you use high-intent keywords, your product has a shot at landing on page one, aka the Amazon equivalent of a prime spot in a busy mall.
On the SEO side, keywords actually shape your product title, bullet points, description, and those sneaky backend terms that shoppers never see but Amazon’s algorithm definitely notices. For ads, keywords decide which products show up in Sponsored Product Ads, Sponsored Brand Ads, and Sponsored Display Ads. Long story short? The right keywords make sure your ads actually reach people who are ready to buy, not just float around in the void.
How is This Different from Google SEO?
At first glance, Amazon and Google keyword research might seem similar. But dig a little deeper, and you’ll notice some key differences:
User Intent: Google searches are all over the place: people are looking for answers, directions, memes, conspiracy theories, you name it. On Amazon, though? People search because they want to buy. That means keywords here have a much stronger commercial intent.
Algorithm Priorities: Google’s ranking system focuses on things like backlinks, dwell time, and overall site credibility. Amazon? It’s all about what actually sells. The Amazon A9 algorithm (or A10, depending on the latest updates) cares more about conversion rates and sales velocity, meaning products that sell well tend to rank higher.
Search Volume vs. Relevance: Google gets massive global search volumes, but a lot of those searches are just people casually browsing. Amazon’s search volumes might be smaller, but they’re hyper-targeted, meaning when someone searches for something, they’re often seconds away from adding it to their cart.
By tailoring your listings and ads to the way Amazon’s search system actually works, you’re not just improving your rankings, you’re making it way easier for customers to find (and buy) your product. (Learn more about Amazon SEO Tools here)
Why Does Keyword Research Actually Matter?
Every shopper on Amazon has a mission: find what they need, fast. They’re not aimlessly browsing – they’re typing in specific words, expecting instant results. If your keywords aren’t optimized for those words, then your product is practically invisible.
But when you use the right keywords, you’ll notice good changes. Suddenly, your listing isn’t just another product in the abyss – now it’s got a giant neon sign flashing, “Hey, shoppers! This is exactly what you’re looking for!”
This isn’t just about rankings. Smart keyword research makes your product easier to find, boosts your ad performance, and connects you with buyers who are actually ready to purchase. In other words, it’s the difference between hoping for sales and making them happen.
Here’s why that matters:
It Boosts Your Organic Ranking – Amazon’s search algorithm loves listings that match what shoppers are actually searching for, especially when those listings convert. Use the right keywords, make consistent sales, and Amazon rewards you with better rankings. Simple as that.
It Makes Your Ads Work Smarter (Not Harder) – Running Sponsored Product Ads, Sponsored Brand Ads, or Sponsored Display Ads? The right keywords ensure your ads don’t just burn through your budget showing up for random searches. Instead, they land in front of people who actually want to buy, reducing wasted clicks and keeping your ACoS in check.
It Tells You What Shoppers Really Want – Keyword research isn’t just about finding the most popular search terms; it’s about understanding buyer intent. High-volume keywords might bring traffic, but high-intent keywords bring sales.
It Increases Conversions & Lowers Ad Costs – When your product shows up for the right searches, the people clicking on it are already interested in buying. Higher conversion rates mean better organic rankings, and over time, you’ll notice your ad spend working way more efficiently.
Real-World Example: Imagine you’re selling a wireless meat thermometer. If you only optimize for broad terms like “kitchen thermometer” or “cooking gadget,” you’ll be buried under a mountain of random results: everything from candy thermometers to those little fridge temp readers. But if you dial in on precise, high-intent keywords like “wireless BBQ thermometer” or “Bluetooth meat thermometer for smokers,” you’re now reaching the exact people who need your product. They’re not just browsing- they’re the ones mid-barbecue, realizing they need a better way to check their steak doneness right now.
More targeted traffic = more conversions. And as your sales climb, Amazon’s algorithm takes the hint and ranks your product even higher.
Moral of the story? The right keywords don’t just bring eyeballs – they bring buyers.
The Different Types of Keywords (and Why They Matter)
Not all keywords are created equal, and knowing the difference can make or break your Amazon strategy. Some bring in tons of traffic but few sales, while others might have lower search volume but attract the perfect buyers.
Short-Tail Keywords: High Traffic, Low Commitment
These are the broad, generic terms (usually one to two words long), that describe entire product categories. Think “wireless earbuds” or “protein bars.” They get a massive amount of searches, but they’re also highly competitive and don’t always lead to immediate sales.
Example: A shopper searching for “wireless earbuds” could be looking for anything: from budget options to high-end noise-canceling pairs. They’re still exploring, not necessarily ready to buy.
Long-Tail Keywords: Fewer Searches, But More Chances of Sales
Long-tail keywords might not pull in massive traffic, but the people searching for them know exactly what they want and they’re ready to buy. These keywords are longer, more specific phrases (three or more words) that help you reach the right shoppers while keeping ad costs down.
Example: Someone searching for “best wireless earbuds for gym workouts” already knows what they need and is more likely to buy immediately.
Branded Keywords: Owning Your Name (or Targeting Competitors)
Branded keywords use specific brand names, for example: “Apple AirPods” or “Bose noise-canceling headphones.” If someone’s searching for your brand, of course you want to make sure they find your product. And if they’re looking up a competitor? That’s your chance to step in and give them a reason to choose you instead.
Pros: High intent, great for brand protection and conquesting Cons: Competitive, often pricey PPC bids
Example: Someone searching “Apple AirPods” probably isn’t interested in anything else- they’ve already made up their mind. But a shopper typing “best wireless earbuds for iPhone” is still weighing their options, which means there’s a chance to win them over.
To really dominate Amazon search, you need a smart mix of all three keyword types. That way, you’re covering broad visibility, capturing high-intent buyers, and making sure the right shoppers find your product at the right time.
Popular Amazon Keyword Research Tools
Let’s get one thing straight: finding the right keywords doesn’t mean guessing what shoppers might type – it’s about using the right tools to get real data on what actually works. There are plenty of free and paid options out there, each with its own strengths. Let’s break down some of the best ones:
SellerSprite
SellerSprite is an Amazon-specific keyword research tool packed with data-driven insights. It’s got everything from keyword tracking to sales estimates and competitor analysis.
Why Use It? SellerSprite gives accurate search volume estimates and helps you see what keywords are driving sales for your niche.
How to Use It for PPC:
Enter your product’s ASIN (or a competitor’s) to generate keyword ideas.
Sort by search volume, relevance, or ranking to find the best ones.
Test them in your PPC campaigns and track performance.
Jungle Scout
Jungle Scout is a well-known tool for Amazon sellers, especially when it comes to product research and keyword discovery.
How It Helps with Competitor Research:
Use the reverse ASIN lookup to uncover which keywords your competitors rank for.
Spot high-converting terms that you might be missing.
Pro Tips for Using Its Keyword Scout Tool:
Pair it with rank tracking to optimize your listings over time.
Sort keywords by search volume, competition, and relevance to focus on what matters.
Helium 10
If you’re looking for an all-in-one solution, Helium 10 is a powerhouse. It comes with a full suite of tools for research, listing optimization, and keyword tracking.
What Makes It Stand Out?
Cerebro: Reverse ASIN lookup to see what keywords are working for competitors.
Magnet: A keyword research tool that helps you discover new high-value terms.
Real-time tracking and even fraud detection to keep your listings secure.
How to Use Cerebro & Magnet:
Cerebro: Input a product ASIN and get a list of ranking keywords. Look at search volume, position, and relevance scores.
Magnet: Enter a seed keyword and find related search terms. Filter by search volume and competition to refine your strategy.
Google Keyword Planner
Even though it’s built for Google Ads, this tool can still offer insights into keyword trends that might work for Amazon.
How to Use It for Amazon Research:
Find high-volume terms, then cross-check them with Amazon-specific tools.
Discover niche keywords or angles you might have missed.
Heads-up: Google Keyword Planner focuses on Google searches, not Amazon. Plus, if your Google Ads account isn’t active, the data can be vague.
Ahrefs
Ahrefs is an SEO tool, but it’s still handy for cross-channel keyword research.
How It Helps:
Keyword Explorer: See how terms perform on Google (trends, clicks, difficulty, etc.).
Cross-Channel Research: Compare Google insights with Amazon data to understand broader shopping behavior.
The Amazon Search Bar
Sometimes, the simplest tool is the most effective. Amazon’s own search bar can reveal exactly what shoppers are looking for in real time.
How to Use It:
Start typing a keyword and pay attention to the autocomplete suggestions—those are actual searches happening right now.
Look for long-tail keyword variations that shoppers are using.
Amazon Search Query Report
For sellers with access, the Amazon Search Query Report provides first-party data, meaning real insights from Amazon itself.
Why It’s Valuable:
See which keywords bring in the most impressions, clicks, and sales.
Track keyword trends over time to adjust your strategy.
How to Pick the Right Keywords That Actually Drive Sales
If you’ve made it this far, you’re already one step ahead! But building a strong keyword list is just step one – now comes the real challenge: figuring out which ones are actually worth your time and budget, so here’s how to focus on the ones that matter:
Traffic vs. Conversions: Striking the Right Balance
High-volume keywords can bring in a lot of traffic, but they’re usually expensive and highly competitive.
High-conversion (long-tail) keywords may have fewer searches, but the people using them are closer to buying (meaning better ROI).
Prioritizing Buyer-Intent Keywords
Look for search terms that signal strong intent. Someone searching for “waterproof hiking boots for winter trails” is much more likely to buy than someone just typing “hiking boots.”
Work these into your product title, bullet points, and PPC campaigns to maximize relevance.
Stealing (Ethically) from Your Competitors
Use tools like Helium 10 Cerebro, Jungle Scout, or SellerSprite to reverse-engineer what’s working for top sellers.
Spot the gaps (keywords they’re ranking for that you aren’t) and fill them strategically.
Creating a Keyword Strategy That Works
Mix short-tail, long-tail, and branded keywords to capture buyers at every stage of the funnel.
Put more PPC budget behind the highest-converting keywords, while setting low bids on competitive ones to avoid overspending.
The bottom line is smart keyword selection is about being strategic, not just casting a wide net. Pick the right ones, and you’ll see the difference in clicks, conversions, and sales.
How to Measure Keyword Performance
You’ve put in the work to find the right keywords, now it’s time to track what’s working. It needs regular check-ins and fine-tuning to keep delivering results. Here’s what to focus on:
Click-Through Rate (CTR): If people aren’t clicking, your title, main image, or price might need a tweak.
Conversion Rate (CVR): Getting clicks but no sales? Your listing may need better photos, copy, or reviews.
Organic Ranking Changes: Watch how your product moves up (or down) in Amazon search results to measure SEO success.
ACoS (Advertising Cost of Sale): Lower ACoS means you’re spending less on ads per sale – keep it within your profit margins. (What is a good ACoS on Amazon?Read more.)
How to Track Keyword Performance
Amazon Advertising Console: Get PPC data, including CTR, CVR, and ACoS.
Listing Optimization Tools: Use Helium 10’s Keyword Tracker, Jungle Scout’s Rank Tracker, or SellerSprite to monitor rankings.
A/B Testing: Test different titles, bullet points, and images to see what drives better conversions.
Keep tweaking, keep testing, and keep climbing the rankings.
Avoid These Costly Keyword Mistakes
Even with the best tools, sellers often make mistakes that hurt their rankings and sales. Here’s what to watch out for, and how to fix it:
1. Targeting Only High-Volume Keywords
Mistake: Betting everything on short-tail keywords while ignoring high-intent, long-tail ones. Fix: Mix in specific, buyer-intent keywords to capture more conversions.
2. Skipping Competitor Keyword Analysis
Mistake: Not checking what top competitors rank for means missing profitable keywords. Fix: Use reverse ASIN lookups regularly to uncover hidden opportunities.
3. Setting and Forgetting Your Keywords
Mistake: Consumer behavior and trends change, so if your keyword strategy doesn’t, you’ll lose ground. Fix: Review performance monthly or quarterly and tweak bids and targeting as needed.
4. Using Irrelevant or Misleading Keywords
Mistake: Stuffing listings with unrelated keywords tanks your conversion rate and hurts rankings. Fix: Stay relevant! Amazon rewards listings that closely match shopper intent.
Mistake: Not filtering out irrelevant searches leads to wasted ad spend. Fix: Regularly check search term reports and add poor-performing terms as negatives.
Final Thoughts
By now, your store isn’t just on the map, it’s got flashing signs, prime real estate, and a steady stream of customers ready to check out. No more waving your arms in the void, hoping someone stumbles in by accident.
But remember, keyword strategy isn’t a one-and-done deal. Search trends shift, competition evolves, and what worked last month might not work today. The key to staying visible (and profitable) is constant optimization: tracking, refining, and adapting to keep your store right where the shoppers are looking.So, keep testing, keep tweaking, and keep making data-driven moves. And if you ever need an expert to help fine-tune your strategy? Well, you know where to find us. We are an Amazon PPC agency specializing in developing data-driven PPC campaigns and comprehensive listing optimization tactics that can help your brand stand out in a crowded marketplace. Contact us today to find out how we can help you dominate the Amazon search results and grow your business.
