Amazon Keyword Research: Best Practices


When it comes to selling on Amazon, keywords matter—a lot. With over 12 million products on offer, finding a way to distinguish your wares on the world’s biggest online retailer is a tricky business. Regardless of how unique, high-quality, or reasonably priced your products are, no one will be able to buy them if they can’t find them in the first place.

For a bit of context, consider the fact that there are currently 1.6 million active sellers on the platform, and, on average, 355,000 new sellers join Amazon every year. That means you’ve got plenty of competition when it comes to getting your name out there.

Thankfully, there are clear and concrete steps you can take to improve your chances of being one step ahead of the rest. With some help from the proper Amazon keyword research, an understanding of which product fields are most important, and a plan to continuously improve your keywords—you can help the system work to your advantage. Here are some tips to help you get your keywords optimized so that the other elements of SEO will follow.


Don’t forget to check autocomplete

When it comes to effective Amazon keyword research, the first step is as easy as it sounds—all you need is the Amazon search bar. Before you go looking for any fancy keyword tools, simply type your seed keyword into the search bar. From here, you will receive the most popular keywords related to that term. Open a document or spreadsheet, and keep track of what these are.


Familiarize yourself with your competitor’s approach

As noted above, there are so many sellers on Amazon that, chances are—regardless of what you’re selling—you have competitors out there. However, once you’ve identified who they are, you can look at some specific questions to help glean insight into how you can optimize your own keyword strategy. These include: What keywords are they using? Which products have the best reviews?

Also, if there is an ASIN number for a product that you also sell, you can enter the number into the search bar and see what keywords others are using for it.


Take a closer look at specific titles on a product page

Another great free way to conduct keyword research is to check out popular titles on a product page. “Frequently bought together” is a great place to start, as it allows you to see which products Amazon suggests. You can then use the keywords of those products in the bullets of your main products description.


Always read reviews

In general, it is a good idea to stay on top of reviews—both your own and those of your competitors. When reading competitor reviews, check out things like whether there are any keywords that they use to refer to the product you are selling. You can then work these into your own product descriptions.


Get the right Amazon keyword tools

Of course, in addition to the work you can do on your own, there are also paid tools that can help to bolster your Amazon keyword research even further. For example, Sellzone is a popular option that allows you to not only identify the most popular keywords for your product on Amazon, but also find gaps so you can quickly increase your visibility. The tool also helps you strategize and collate your keywords.


Make sure you have an up to date strategy

Ultimately, using the right Amazon keywords is only one component of an overall strategy that you’ll need to truly distinguish yourself as an effective online retailer.

At GANDT, we are now offering a tailored Amazon Service—a core essential service designed to help businesses of all shapes and sizes launch on Amazon.

From content optimization to campaign ideation and reporting, our GANDT Amazon Service provides:

  • Further content optimization through enhanced Brand Content, Listing Content, Product Images, A+Content, and Store Pages.
  • We will also handle review management and seller feedback, such as review tracking and a tailored strategy for fielding any negative reviews.
  • Our marketing and promotional activities will include the possibility of sponsored products, brands, and ideas, sponsored display and audience, and lightning deals and coupon campaigns.
  • From the ever-important reporting side of things—we will provide traffic reporting, contribution margin, and stock level management.
  • Furthermore, we will evaluate whether the programs offered by Amazon, such as PAN-EU, Central Europe, or Transparency Programme, are an important consideration for each of our clients.
If you’d like to learn more about how to set yourself apart from the pack when it comes to selling on Amazon, don’t hesitate to get in touch and book an appointment with one of our experts.