Amazon Keyword Research Tips for Boosting Rankings and Selling More Products

To sell successfully on Amazon, one of the most crucial elements is a solid keyword research strategy.

Amazon is the largest product search engine in the world, and most product searches now begin on eCommerce platforms like Amazon rather than on traditional search engines like Google.

In fact, five times more users search for products on Amazon than they do on Google.

The key to ranking well in these searches is understanding that the products most frequently purchased after a user enters a keyword are ranked higher.

In contrast, listings that don’t convert get pushed down the search results. Therefore, mastering Amazon keyword research is vital to making sure your products are seen by potential customers.

In this guide, we'll walk through a step-by-step process to ensure your keyword strategy is optimized for success.

Step 1: Know Your Main Keyword

The foundation of successful keyword research starts with identifying your main keyword. This keyword is the heart and soul of your entire strategy and the most important keyword in your product listing.

Your main keyword should always appear in your product title. For some products, this may seem obvious and straightforward, but don’t assume the keyword you first think of is the best. It’s crucial to verify this by researching which keywords drive the most traffic.

How to Find Your Main Keyword:

• Start by typing your suspected main keyword into Amazon’s search bar and observe the results. Check if there are other closely related keywords that generate more search traffic.
• Look for variations or related phrases that your competitors are using effectively.

When you have identified your main keyword, place it at the beginning of your product title. This gives you the best chance of capturing the buyer's attention, especially in a marketplace where users are flooded with thousands of results.

Pro Tip: Incorporate other key features like size, color, and quantity in your title to help shoppers quickly understand your product.

Step 2: Do Competitor Research

One of the most powerful ways to refine your keyword strategy is by researching your competitors. They already rank well for the keywords you want to target, and by studying them, you can gain valuable insights into which keywords generate the most traffic.

Start by conducting a search using your main keyword, and take note of the top-ranked products. Open their listings and analyze how they structure their titles, bullet points, and descriptions. Are there gaps in their listings you can fill? Do they use keywords that you haven’t considered?

For a more in-depth analysis, consider using tools to perform a reverse ASIN lookup. This technique allows you to input your competitor’s ASIN and retrieve a list of the keywords they’re using to drive traffic. Tools like Helium 10 and Jungle Scout are excellent for this type of research.

Step 3: Understand the Difference Between Keywords and Long-Tail Keywords

Now that you have a list of potential keywords, it’s essential to understand the difference between keywords and long-tail keywords.

• Keywords are typically one or two words that are directly related to your product (e.g., "yoga mat").
• Long-tail keywords are more specific phrases, usually three words or longer, that narrow the search to something more targeted (e.g., "non-slip yoga mat for beginners").

Why Long-Tail Keywords Matter:

• Long-tail keywords often have less competition, which means it’s easier to rank higher for these searches.
• They are typically used by customers who are closer to making a purchase, which can increase conversion rates.

Make sure to include both types of keywords in your listing. Long-tail keywords can be strategically placed in bullet points, descriptions, and backend search terms.

Step 4: Choose the Right Productivity Tools

While manual keyword research is possible using Amazon’s search bar and keyword suggestions, it’s time-consuming. As your product catalog grows, investing in a productivity tool becomes essential.

Some of the best tools for Amazon keyword research include:

• Helium 10: This tool offers features like reverse ASIN lookup, keyword tracking, and Amazon keyword suggestions.
• Jungle Scout: Known for its robust data analysis capabilities, it can help you generate keyword lists, monitor competitors, and evaluate keyword search volume.
• MerchantWords: Offers insights into customer search behavior, providing long-tail keyword data directly from Amazon.

Using these tools will not only streamline your research but also give you valuable analytics to ensure you’re targeting the most effective keywords.

Step 5: Write Creative, Unique Copy

Once you’ve gathered your keywords, it’s time to apply them to your product listing. This step is about combining data-driven keyword strategies with creative copywriting to convince potential buyers.

Optimize Your Product Title: As mentioned earlier, your main keyword should be at the beginning of your product title. From there, you can add additional keywords to describe the product’s features. Keep the title concise but informative, ensuring it addresses what your target customer is looking for.

Optimize Bullet Points and Descriptions: Your bullet points and product descriptions are perfect places to include additional keywords and long-tail keywords. However, avoid keyword stuffing—make sure the content still reads naturally and speaks to the customer’s needs.

Focus on outlining the benefits of your product and explain how it solves the customer’s problem. Use lifestyle language to help potential buyers visualize the product in their lives.

Step 6: Monitor and Adjust Your Keyword Strategy

Keyword optimization is not a one-time process. You should regularly monitor the performance of your keywords to see which ones are driving the most traffic and conversions. If certain keywords aren’t performing as expected, tweak them or try new ones based on updated market trends.

Amazon’s advertising reports and keyword tracking tools can help you analyze your performance and make informed decisions on which keywords to keep and which to replace.

Conclusion

Mastering Amazon keyword research is essential for increasing product visibility, improving rankings, and ultimately driving more sales. By following these steps—identifying your main keyword, researching competitors, using both keywords and long-tail keywords, leveraging productivity tools, and writing compelling copy—you’ll be well on your way to optimizing your Amazon listings.

Remember that keyword trends can change, so it’s essential to stay dynamic and adjust your strategy as needed. Over time, you’ll see which keywords yield the best results and can refine your approach for maximum success.

To Your E-Commerce Growth,

Josh Ford

Joshua Ford
E-Commerce Growth Strategist
Sellers Launch, LLC

"Helping online sellers launch and sell more products on multiple channels by combining AI-driven insights with skilled account management, coaching, and useful content."

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