Amazon Keyword Research

Amazon keyword research helps sellers improve product visibility and sales by using the right search terms. Here’s what you need to know:

• Why Keywords Matter: Keywords link shoppers to your products, boosting rankings and conversions.
• Amazon’s A10 Algorithm: Focuses on buyer intent and relevance, prioritizing organic sales, seller authority, and click-through rates.
• Research Goals:
  • Optimize search results with relevant terms.
  • Align with customer search behavior.
  • Stand out against competitors.
• Finding Keywords:
  • Use Amazon’s search bar for suggestions.
  • Analyze competitor listings.
  • Leverage tools like Helium 10 and Jungle Scout.
• Keyword Placement:
  • Titles for primary keywords.
  • Bullet points and descriptions for secondary keywords.
  • Backend fields for additional terms.
• Measure Success:
  • Track click-through and conversion rates.
  • Monitor keyword rankings and adjust strategies.
• Seasonal Updates: Prepare 4–6 months in advance for peak shopping seasons.

Quick Comparison of Tools:

Start by using Amazon’s search bar and competitor analysis, then enhance your strategy with tools and data monitoring for better results.

Finding Top-Performing Keywords

Amazon Search Bar Tips

Amazon’s search bar is a goldmine for discovering keywords based on what customers are actively searching for. Here’s how to make the most of it:

• Start with broad terms related to your product category (e.g., coffee maker) and jot down all the suggestions that pop up.
• Add descriptive words like "programmable", "stainless steel", or "12-cup" to find more specific phrases. You can also type just the first few letters to generate even more keyword combinations.

Once you’ve gathered ideas from the search bar, check out competitor listings for additional inspiration.

Competitor Keyword Research

Analyzing your competitors’ listings can provide insight into the keywords they’re using effectively. As Nikki Brandemarte, Sr. SEO Strategist at NP Digital, puts it:

"Look at which pages and topics are driving the highest amount of nonbrand traffic to your competitors. This can reveal emerging trends that can be leveraged within your industry, or help determine which content on your own website should be prioritized to maximize organic traffic."

Here are the key listing elements to review for keyword ideas:

These insights can help you craft product listings that not only compete but stand out. To dig even deeper, consider using professional keyword tools.

Best Keyword Research Tools

Keyword research tools can provide detailed data to refine your strategy. Here’s a quick comparison of two popular options:

Helium 10’s Magnet tool is particularly useful, offering insights like search volume trends, competition levels, title density, and exact match search volume.

For the best results, combine data from these tools with manual checks using Amazon’s search bar and competitor analysis to pinpoint high-potential keywords.

Adding Keywords to Product Listings

Where to Put Keywords

Amazon’s algorithm treats keyword placement differently depending on where they appear. Place your primary keywords in the title, include secondary keywords in bullet points and the product description, and reserve backend fields for related or less critical terms. To make titles easier to read, use separators like dashes (-) or pipes (|). Here’s an example:

"Organic Coffee Beans | Medium Roast | Colombian Single Origin | 12 oz Bag | Whole Bean"

Risks of Overusing Keywords

Steer clear of overloading your listing with repeated keywords, unnecessary variations (like "coffee, coffees, coffee’s"), or irrelevant terms. These can hurt readability and annoy potential customers. Instead, aim for a balance – craft content that resonates with both buyers and Amazon’s algorithm.

Writing for Customers and Search

Once you’ve placed your keywords thoughtfully, shift your focus to creating engaging content that speaks to your customers. Here’s how:

• Bullet Points
  Start each bullet with a key feature and follow it with a benefit. For example:
  PREMIUM QUALITY – Hand-picked Colombian coffee beans roasted in small batches for maximum flavor and freshness.
• Product Descriptions
  Write descriptions that naturally weave in keywords while emphasizing your product’s unique features, benefits, usage tips, and quality assurances.
• Backend Search Terms
  Use the backend search field for additional keywords like common misspellings, alternate product names, related categories, or regional variations. These won’t clutter your listing but can help improve search visibility.

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Measuring Keyword Success

Reading Search Term Reports

Amazon’s Search Term Reports offer detailed insights into how customers discover your products. These reports reveal the exact search phrases customers use and provide performance data over a 60-day period. Pay close attention to these two metrics:

• Click-through rate (CTR): This measures how often people click on your product after seeing it.
• Conversion rate: Tracks which search terms lead to actual purchases.

Sort keywords based on performance to identify both top-performing and underperforming terms. Add high-converting keywords to manual campaigns, while moving low-performing ones to your negative keyword list to avoid wasting ad spend.

After analyzing the data, monitor your rankings to implement smart bid adjustments.

Keyword Rank Monitoring

Keep a close eye on keyword rankings using Amazon Brand Analytics and reliable third-party tools. Focus on these key aspects:

Regularly review Seller Central metrics to identify trends and fine-tune your bidding strategy. Additionally, explore customer reviews and questions – these can uncover new keywords that shoppers frequently use.

Seasonal Keyword Updates

Prepare for seasonal demand by optimizing your content 4–6 months before peak periods.

Steps to Adjust Seasonal Strategy:

• Analyze Historical Data: Look at past performance during specific seasons to identify trends.
• Revise Bid Strategy: Increase bids on seasonal keywords during high-demand times.
• Update Listings: Add relevant seasonal keywords to your product descriptions ahead of demand spikes.

"Using this strategy helps you meet your customers’ changing behaviors and search patterns, and can improve your visibility during some of the busiest times of the year." – Neil Patel

Holiday shopping in November and December makes up about 20% of annual retail spending. Focus your keyword efforts on terms that generate the most conversions during these high-traffic months.

Keep tracking seasonal keyword performance and be ready to adjust based on real-time data. Use Amazon’s Brand Analytics to spot emerging trends and tweak your strategy as customer search habits shift. Regular updates ensure your listings stay relevant and competitive.

How To Do Amazon Keyword Research Using Helium 10

Next Steps

Now that you’ve solidified your keyword research strategy, it’s time to put it into action and keep track of your progress.

Main Points Review

Mastering Amazon keyword research involves focusing on a few critical steps. Here’s a quick breakdown:

These steps provide a clear roadmap for refining your approach.

Getting Started Guide

Ready to take action? Here’s how to optimize your listings right away:

• Set Up Research Tools: Sign up for platforms like Helium 10 or Jungle Scout. Use their keyword tools to find high-traffic terms and get familiar with their features.
• Assess Current Performance: Check your click-through and conversion rates in Amazon Seller Central. This will give you a baseline to measure improvements.
• Make Data-Driven Updates: Revamp your top listings by integrating the keywords you’ve identified, then track the results to fine-tune your approach.

Professional Help Options

If you’re managing multiple products and need expert assistance, services like Big Internet ECommerce can simplify the process. They specialize in:

• Managing your entire store, including regular product updates
• Conducting detailed keyword research and applying it effectively
• Optimizing PPC campaigns for better ROI
• Monitoring competitors and analyzing market trends

These services are designed to keep your listings optimized and visible, helping you maintain an edge in the market.

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