Keywords decide whether your product appears in customer searches. When buyers type a phrase into Amazon, the A9 algorithm scans listings to match those terms. If your listing contains the right words, your chances of ranking increase. Missing keywords means missed sales opportunities. Strong keyword research helps you:

• Improve visibility in search results.
• Reach the right audience.
• Increase conversion rates.
• Outrank competitors.
• Lower ad costs by targeting profitable terms.

Without the right keywords, even the best product may remain invisible.

Step 1: Understand How Amazon Search Works

Amazon’s A9 algorithm is designed to connect buyers with the products they want. Unlike Google, which focuses on information, Amazon focuses on purchase intent. The algorithm considers:

• Relevance: Do your keywords match the customer’s search?
• Performance: Do people click and buy after seeing your listing?
• Optimization: Are your titles, bullet points, and backend search terms aligned?

Knowing this helps you target keywords that not only bring clicks but also lead to sales.

Step 2: Start with Seed Keywords

Seed keywords are the foundation. These are the basic phrases that describe your product. For example, if you sell running shoes, your seed keyword could be “men’s running shoes” or “lightweight running shoes.”

Ways to find seed keywords:

• Think like a customer: What would you type when searching?
• Check Amazon’s search bar suggestions.
• Look at competitor titles and bullet points.
• Review your product category for common terms.

Seed keywords will later expand into more detailed, profitable phrases.

Step 3: Use Amazon Keyword Tools

Several tools can help you uncover profitable keywords:

• Helium 10: Offers Magnet and Cerebro for deep keyword analysis.
• Jungle Scout: Tracks competitors’ keywords and sales data.
• AMZScout: Provides keyword insights and trends.
• Sonar Tool: A free tool for Amazon keyword research.
• Amazon Search Term Report: Available in Seller Central to analyze customer search behavior.

These tools reveal high-volume, low-competition keywords that many sellers overlook.

Step 4: Focus on Long-Tail Keywords

Long-tail keywords are phrases with three or more words. While they have lower search volume, they often convert better because they show strong intent.

Examples:

• Instead of “headphones” – “wireless Bluetooth headphones with mic.”
• Instead of “backpack” – “waterproof hiking backpack 40L.”

Benefits of long-tail keywords:

• Less competition.
• Higher buyer intent.
• Better chances of ranking faster.

Step 5: Analyze Competitors

Your competitors are already ranking for valuable keywords. By studying their listings, you can discover which terms to target.

Look at:

• Titles: What main keywords are they using?
• Bullet points: Which features are emphasized?
• Descriptions: How do they mix primary and secondary terms?
• Reviews: What words do customers use to describe products?

Tools like Cerebro from Helium 10 allow you to input a competitor’s ASIN and see all the keywords driving their traffic.

Step 6: Optimize Backend Search Terms

Amazon allows you to add keywords in the backend. These are hidden from buyers but help improve visibility.

Tips for backend keywords:

• Don’t repeat words already in your listing.
• Use synonyms and alternate spellings.
• Add regional variations (e.g., “color” and “colour”).
• Include common misspellings.

Make sure to stay within Amazon’s character limits and avoid forbidden terms.

Step 7: Track Seasonal and Trending Keywords

Some keywords peak during certain seasons. For example, “Christmas decorations” or “summer dresses.” Tracking these ensures you adjust your listing before demand rises.

Ways to track trends:

• Google Trends for seasonal insights.
• Amazon’s Best Sellers list.
• Keyword tools that show historical search volume.

By preparing early, you can capture demand when it matters most.

Step 8: Avoid Keyword Stuffing

Overloading your listing with repeated keywords can hurt readability and reduce conversions. Amazon values clear, customer-friendly content. Instead:

• Place main keywords naturally in the title.
• Use supporting keywords in bullet points.
• Mix secondary terms in the description.
• Keep backend search terms clean.

Balanced use of keywords helps both the algorithm and buyers.

Step 9: Monitor and Adjust Regularly

Keyword research is not a one-time task. Search behavior changes, competitors adjust, and trends shift. Review your keywords often:

• Check Seller Central search term reports.
• Track keyword ranking using tools.
• Test new terms in PPC campaigns.
• Remove underperforming keywords.

Constant optimization ensures you stay ahead.