Success on Amazon isn’t about luck — it’s about visibility. And visibility begins with keywords.
Every sale on Amazon starts with a search. When a shopper types “running shoes” or “wireless earbuds,” Amazon’s algorithm (A9) scans millions of listings and decides which ones to show first.
So, if you want your products to appear where your buyers are looking, mastering Amazon keyword research is non-negotiable. In this blog, we’ll dive deep into how to find the right keywords, tools to use, and advanced techniques to dominate Amazon’s search results.
What Is Amazon Keyword Research?
Amazon keyword research is the process of finding the exact words and phrases that customers use to search for products similar to yours.
Unlike Google SEO, Amazon keywords focus on purchase intent rather than information.
For example:
- On Google, a user might search “best running shoes review.”
- On Amazon, they’ll type “men’s lightweight running shoes size 10.”
The second query shows buying intent, and that’s what matters on Amazon.
Why Keyword Research Is Crucial
Here’s why keyword research can make or break your Amazon business:
- Increased Visibility – Rank higher in relevant searches.
- Better Conversions – Target people ready to buy.
- Lower PPC Costs – Focus your ad spend on profitable keywords.
- Stronger Organic Sales – Build long-term ranking through consistent traffic.
- Data-Driven Optimization – Identify trends and seasonal demand.
How Amazon’s Search Algorithm (A9) Works
Amazon’s A9 algorithm prioritizes relevance + performance.
That means your listing must:
- Contain the right keywords (relevance)
- Generate sales and clicks (performance)
The better your listing performs on targeted keywords, the higher it ranks — creating a snowball effect of visibility and sales.
Types of Keywords on Amazon
- Primary Keywords – High-volume search terms directly describing your product. Example: “wireless headphones,” “yoga mat,” “sports water bottle”
- Long-Tail Keywords – More specific, lower competition, higher conversion. Example: “non-slip yoga mat for home workout”
- Branded Keywords – Contain brand names (yours or competitors’). Example: “Nike running shorts,” “Samsung earbuds”
- Backend Keywords – Hidden terms in Seller Central that boost discoverability. Example: synonyms, alternate spellings, or regional terms.
- Complementary Keywords – Related items people buy together. Example: “gym towel,” “yoga blocks,” “water flask”
Best Tools for Amazon Keyword Research
Here are some reliable tools that Amazon sellers use to uncover profitable keywords:
| Tool | Best For | Highlights |
|---|---|---|
| Helium 10 (Cerebro, Magnet) | Deep keyword data | Reverse ASIN lookup, search volume, PPC analysis |
| Jungle Scout Keyword Scout | Product-based keyword suggestions | Tracks keyword trends |
| AMZ Suggestion Expander | Free tool for Amazon autocomplete | Expands search bar suggestions |
| MerchantWords | Global keyword data | Great for international marketplaces |
| DataDive | Competitor-based keyword mapping | Excellent for FBA sellers |
Use at least two tools to cross-check search volume and relevancy.
Step-by-Step: How to Do Amazon Keyword Research
Step 1: Reverse ASIN Lookup
- Enter your competitor’s ASIN (product ID) into a tool like Helium 10’s Cerebro.
- You’ll get a list of all keywords their product ranks for — both organic and paid.
- Sort by search volume and relevance score.
This gives you a shortcut to what’s already working in your niche.
Step 2: Use Amazon Auto-Suggest
Type your main keyword into Amazon’s search bar and note the auto-suggestions that appear.
Example: typing “yoga mat” may show:
- yoga mat for men
- yoga mat non-slip 10mm
- yoga mat for hot yoga
These phrases come directly from real shopper searches — pure gold for keyword targeting.
Step 3: Analyze Search Intent
Not all keywords mean the same thing.
Ask yourself:
- Is this keyword commercial (ready to buy)?
- Is it informational (still researching)?
Example:
- “Best wireless headphones” = research intent
- “Bluetooth wireless headphones for gym” = buying intent
Focus on buying intent keywords for better conversions.
Step 4: Group Keywords by Relevance
Organize your keywords into:
- Primary keywords → use in title
- Secondary keywords → use in bullet points and description
- Tertiary keywords → place in backend or A+ content
Example for “Protein Shaker Bottle”:
- Primary: “protein shaker bottle,” “gym shaker”
- Secondary: “BPA-free shaker,” “leakproof bottle”
- Tertiary: “fitness water bottle,” “gym accessories”
Step 5: Optimize Your Listing
Now, strategically place your keywords:
- Title: Use 2–3 main keywords naturally.
- Bullet Points: Add secondary keywords with benefits.
- Description: Mix long-tail and emotional keywords.
- Backend: Include variations, plurals, and synonyms.
Pro tip: Keep your text readable and conversion-focused, not stuffed.
Advanced Keyword Strategies
1. Track Keyword Ranking
Use tools like Helium 10 Keyword Tracker or SellerApp to monitor:
- Ranking position per keyword
- Competitor performance
- Keyword movement after PPC campaigns
Tracking helps you see which keywords actually drive organic growth.
2. Seasonal Keyword Planning
Many keywords perform best during certain months or events:
- “Christmas gifts,” “Black Friday deals,” “summer outfits”
Plan campaigns in advance to capture seasonal spikes.
3. Use Backend Search Terms Wisely
Amazon allows up to 250 bytes for backend keywords.
Rules:
- Don’t repeat words from the front listing
- Avoid commas and symbols
- Use alternate spellings, regional names, and hidden variations
Example backend for “Running Shoes”:
“jogging sneakers men trainer lightweight comfort breathable sport footwear”
4. Leverage Competitor Gaps
Find high-converting keywords your competitors aren’t targeting.
These are often long-tail, low-volume gems that deliver excellent ROI.
Common Mistakes to Avoid
- Keyword stuffing – ruins readability and may reduce conversions.
- Ignoring long-tail keywords – they often drive higher sales.
- Not updating keywords – trends change monthly.
- Repeating the same keywords in title and backend.
- Ignoring backend search terms – lost opportunity for hidden reach.
Conclusion
Keyword research is the heart of your Amazon success. It’s not about guessing — it’s about understanding how your customers search and positioning your product accordingly.
When you combine data-driven keyword selection, intent-based optimization, and continuous monitoring, your listings rise above the competition naturally.
Remember: visibility drives clicks, clicks drive sales, and sales drive ranking — all powered by the right keywords.
