Imagine you’ve listed a bunch of products in the Amazon store. You’ve spent hours taking high-quality photos, crafting engaging product descriptions, and preparing to fulfill orders. But days go by, and your sales don’t seem to pick up.
One common reason? Shoppers simply aren’t finding your products.
Amazon is a massive marketplace with millions of listings competing for visibility. To stand out, you need more than good photography and copy—you need to understand what keywords customers are actually using to search for products like yours. This is where Amazon keyword research comes into play.
In this guide, you’ll learn:
How to conduct effective Amazon keyword research
The best tools to uncover profitable keywords
Strategies to implement keywords in your Amazon product listings for maximum visibility
Why Amazon Keyword Research Matters
Unlike Google SEO, Amazon SEO works differently because the platform’s ultimate goal is to drive sales conversions, not just traffic. When you identify and use the right keywords, you’re aligning your listings with the search behavior of potential buyers.
For example, let’s say you’re selling stainless steel water bottles. Shoppers might not only search for “stainless steel water bottle,” but also for terms like:
“Reusable water bottle”
“Insulated sports bottle”
“Eco-friendly water bottle for gym”
If your listing doesn’t include these relevant keywords, you’re missing out on a large pool of buyers.
What is Amazon Keyword Research?
Amazon keyword research is the process of uncovering the exact search terms that shoppers type into Amazon’s search bar when looking for products. In simple terms, it’s about understanding your customer’s language and identifying the words and phrases that connect their intent with your product.
Think of it this way: when someone searches “ergonomic office chair,” they’re not just browsing—they’re looking with the intent to buy. If your listing doesn’t include this phrase (and related terms like “adjustable desk chair” or “comfortable chair for home office”), your product may never show up, no matter how good it is.
By doing keyword research, you’re essentially tuning into your buyers’ thought process and making sure your product titles, bullet points, and descriptions are aligned with what they’re searching for. This alignment improves your visibility, boosts click-through rates, and increases sales potential.
Why Amazon Keywords Are Important
Keywords are the bridge between Amazon shoppers and your products. Every time a customer types something into the Amazon search field, the algorithm scans its database to match that query with the most relevant listings.
If your Amazon product listing includes those keywords, there’s a much higher chance it will appear on search results pages. And the higher you appear, the more likely shoppers will see—and purchase—your product.
On the other hand, skipping keyword research means your products might not show up in relevant searches at all. Shoppers won’t see your product, and they’ll likely end up buying from a competitor who did their keyword homework.
In short: no keywords = no visibility. And no visibility means fewer sales.
Who Benefits from Amazon Keyword Research?
Amazon keyword research isn’t just for sellers—it creates advantages for multiple groups in the marketplace:
Customers: Optimized keywords help shoppers quickly find the products that meet their exact needs, saving time and improving the buying experience.
Individual Sellers & Small Businesses: Smaller sellers can discover niche opportunities by targeting less competitive keywords. This helps them stand out against bigger players, increase visibility, and attract more targeted buyers.
Large Brands: Established brands use keyword research to stay ahead of competitors. By identifying trending and high-performing keywords, they ensure their products consistently rank in relevant searches and adapt their marketing strategies to shifts in demand.
Resellers: Those who sell products from other brands can optimize their listings with smart keyword usage. By focusing on unique features or benefits, they can differentiate themselves and capture customer attention.
Types of Amazon Keywords and When to Use Them
Now that we’ve covered the importance of keyword research, let’s explore the different types of keywords and how to use them effectively.
1. Short-Tail Keywords
Short-tail keywords are broad, one- or two-word phrases like “shoes” or “laptop.” These terms get massive search volumes but are also extremely competitive.
When to use:
In product titles or categories to establish broad visibility.
As part of your overall keyword mix to ensure your products appear in general search queries.
2. Long-Tail Keywords
Long-tail keywords are more specific, usually three or more words, such as “comfortable running shoes for kids” or “lightweight laptop for college students.” While they attract fewer searches, they face less competition and often come from shoppers with strong purchase intent.
When to use:
In product titles, bullet points, and descriptions.
For ranking higher in relevant search results and converting buyers who know exactly what they want.
3. Branded Keywords
Branded keywords include brand names or specific product models, like “Nike running shoes” or “Apple MacBook Air.”
When to use:
If you’re an established brand, use branded keywords to attract loyal customers searching directly for your products.
In titles and backend fields to strengthen brand recognition.
4. Non-Branded Keywords
Non-branded keywords are generic terms that don’t include a brand name, such as “wireless headphones” or “ergonomic office chair.” These are crucial for reaching new customers who are exploring options without a brand preference.
When to use:
In product descriptions and backend keywords to expand reach.
To introduce your brand to new shoppers who are browsing product categories rather than brand names.
Step 1: How to Conduct Effective Amazon Keyword Research
To get started, follow these steps:
1. Think Like Your Customer
Start by brainstorming what terms a potential customer would use to find your product. Consider variations, abbreviations, and long-tail keywords (more specific phrases).
2. Study Amazon’s Search Bar (Autocomplete)
One of the simplest yet most effective tools is right on Amazon’s homepage: the search bar. When you start typing a keyword, Amazon automatically suggests search terms based on what real customers frequently look for.
These autocomplete suggestions reveal high-demand keywords directly from Amazon’s search data. For example, typing “wireless headphones” may show related searches like “wireless headphones with mic” or “Bluetooth wireless headphones for gym.” These suggestions give you valuable insight into what shoppers are actively searching for, making them perfect for inclusion in your listings.
3. Analyze Competitor Listings
Check top-ranking competitors in your category. Look at their product titles, bullet points, and backend keywords. This can reveal keyword patterns you may have missed.
4. Leverage Customer Reviews
Scan reviews for recurring phrases or product-specific terms. Customers often describe products in ways that highlight hidden keywords.
5. Amazon Search Query Performance Dashboard
Available through Amazon Brand Analytics (for brands enrolled in the Amazon Brand Registry), the Search Query Performance dashboard offers in-depth insights into how shoppers interact with your brand on Amazon.
You can analyze data points such as:
Top search terms related to your products
Impressions, clicks, add-to-carts, and purchases tied to those search terms
Which queries are driving the most conversions
By leveraging this dashboard, you’ll understand which keywords resonate most with your audience and which ones may need optimization. This makes it a powerful tool for fine-tuning your keyword strategy and driving both traffic and sales.
Step 2: Best Amazon Keyword Research Tools
Here are some of the most effective tools that can help you uncover powerful keywords:
1. Helium 10
Helium 10 is one of the most popular Amazon seller tools. Its Cerebro feature lets you reverse-engineer competitor ASINs to see what keywords drive their sales. The Magnet tool helps discover high-volume keywords in your niche.
2. Jungle Scout
Jungle Scout offers a keyword scout feature that shows search volume, PPC costs, and trends over time. This is helpful for identifying seasonal or trending keywords.
3. MerchantWords
This tool focuses on real Amazon shopper data and gives you access to millions of keyword phrases, helping you find both high-volume and niche keywords.
4. Sonar (by Sellics)
Sonar provides a free Amazon keyword database, allowing you to find long-tail and related keywords.
5. Keyword Tool (KeywordTool.io for Amazon)
This tool scrapes Amazon autocomplete suggestions, making it useful for quickly gathering keyword ideas directly from the platform.
6. Amazon Search Catalog Performance Dashboard
Part of Amazon Brand Analytics, this dashboard gives you a detailed look at how your products perform across the entire sales funnel. You can track impressions, clicks, add-to-carts, and conversions to see which keywords are driving visibility and which ones actually convert into sales.
For example, you might discover a product that gets lots of impressions but doesn’t convert well. This insight tells you it’s time to optimize your listing—either by improving your product title, bullet points, or even refining the keyword focus.
Step 3: Practical Strategies to Use Keywords in Your Listings
Finding keywords is just half the battle—using them effectively is key. Here’s how:
1. Optimize Product Titles
Include your primary keywords in the title while keeping it clear and readable. Example:
“Stainless Steel Water Bottle – Insulated, Reusable, Eco-Friendly Sports Bottle for Gym & Travel.”
2. Use Keywords in Bullet Points
Bullet points should highlight features and benefits while naturally incorporating secondary keywords.
3. Optimize Product Descriptions
The description allows more room for storytelling. Use it to reinforce your keywords while convincing buyers why your product is the best choice.
4. Backend Keywords (Hidden Keywords)
Amazon allows backend keywords that aren’t visible to customers but are indexed for search. Use this section to target synonyms, misspellings, and related terms.
5. Leverage A+ Content (Enhanced Brand Content)
If you’re a registered brand, you can add keyword-rich A+ Content with visuals and detailed product benefits.
Pro Tips for Amazon Keyword Research
Focus on Buyer Intent: High traffic keywords are great, but keywords with strong purchase intent (e.g., “buy,” “best,” “cheap”) convert better.
Update Keywords Regularly: Search trends change. Refresh your keywords based on seasonality and competitor updates.
Test with Amazon PPC: Running small ad campaigns can reveal which keywords actually drive conversions. Use Amazon marketing services.
Balance Volume and Competition: Target a mix of high-volume and niche keywords to maximize visibility without getting lost in competition.
Amazon keyword research is the foundation of a winning product strategy. From customers who want to quickly find what they need to sellers trying to stand out, everyone benefits from optimized keywords. By understanding the types of keywords—short-tail, long-tail, branded, and non-branded—and using Amazon’s built-in tools, you can craft a strategy that drives visibility, boosts sales, and helps your products rise above the competition.
In the fast-paced Amazon marketplace, the right keywords aren’t just about ranking higher—they’re about connecting with the right customers at the right time.
