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How important is keyword research to the visibility of your Amazon listings?


Amazon uses an algorithm to rank sellers’ listings, with one of the main ranking factors being keyword relevance. Inserting the right keywords in your listings means that you will not only attract audiences to your product pages, but more importantly, you will attract the right type of audiences.

The question is: how do you select the right keywords for your Amazon SEO?

We’d like to share seven keyword research methods to help you find the best possible keywords for your product title, description, features, bullet points, etc.

What Is Keyword Research? It’s the act of compiling search terms and words that reflect people’s interest in a business, its products, and its objectives. Researching keywords gives Amazon sellers a better understanding of how high the demand is for specific items and what other phrases people are using to search for those items.

For instance, a person might look for an iPhone by entering terms like “Apple phone” or “iOS device” in Amazon search. Keyword research will help you identify all the relevant keywords that a customer would use in order to find an iPhone on Amazon. Assuming you’re in the business of selling handsets, you can then place all of those keywords in your iPhone-related product listings to attract, engage, and convert customers.

Now that you have some idea of how keyword research works, let’s take a look at the different techniques you can use to find winning keywords for your listings.

1. Pick Amazon’s Brain

Just as Google’s “Suggest” function displays certain search terms whenever you type a particular keyword in its search engine, Amazon’s “Autocomplete” function suggests the search terms you could use in your product listings.

It works like this: as soon as you type a word in Amazon’s search box, you’ll see a number of suggestions based on the terms that people search the most.

Pick Amazon Brain

The downside of this approach is that it requires patience and refinement. Since the suggested search terms are all over the place, you’ll need to spend some time compiling the most relevant ones to include in your listings.

Pro tip: Log out and clear your browser cache or open in an “incognito” window to avoid suggestions that Amazon may display from your previous searches. This should help speed up the process by preventing keywords you’ve already taken note of from showing up as suggestions.

2. Analyze The “Frequently Bought Together” Section

Everything you see under the “frequently bought together” heading serves as a complement to the item displayed on the product information page. By using a keyword or two related to a complement in your product description or the hidden keywords section, you can make your listing visible to those who aren’t directly searching for your products but whose activity indicates that they may be willing to make a purchase.


Frequently Bought Together

In most cases, frequently bought items are relevant to the product in question. If you sell a toothbrush, for instance, you may be able to rank for complementary search terms such as “teeth whitening fluoride” if you include that keyword somewhere in your product listing.

3. Put Yourself in Customers’ Shoes

Though it seems like an unusual way to find relevant keywords, it works. When you think about what type of things people may search for when they look for your products, you should be able to brainstorm a number of phrases and words that you can use in your Amazon listings.

Besides whatever keywords you can think of, explore Facebook groups and Google Trends to see what people are searching for related to your items. Maybe they use a certain abbreviation or slang word instead of a generic name. Or, you might find that they mostly use a brand name (e.g. Anker) when searching for a specific product (wireless charger). Include whatever names look relevant in your Amazon keyword research list.

4. Take Advantage of YouTube

Although YouTube keyword research has its own specifics, it can be handy for Amazon keyword research as well. Because there are various searches behind the most popular items, there’s a good chance that popular keywords from YouTube will fare well on Amazon, too.

You can use YouTube’s “autocomplete” feature to get additional keyword ideas (the suggestions should be different than what you’ll discover via Amazon’s autocomplete function).

Take Advantage of YouTube

Suggestions like these can serve as inspiration for what terms to include in your product listings.

5. Use Google Ads Keyword Planner

This is a free tool that provides keyword insights based on what people are searching on Google. To use it, all you have to do is write a product name and click “Get Started.”

The data generated by Google Keyword Planner can be used to expand your list of Amazon product page keywords. In addition, you can discover keywords to bid on if you’re planning to run PPC campaigns for promoting your Amazon listings.

6. Evaluate Your Competitors’ Listings

Another way to get keyword ideas is to look at your competitors’ products. Hidden in their product titles and descriptions are keywords which you may not have come across. Make sure to add any synonymous words (e.g. wireless charger, no-wire charger) to your keyword research list.

The simplest way to find your competitors’ products is to enter your own product’s name in the Amazon search bar. The platform will then present you with a list of brands and independent merchants selling that product. Go through a few listings to see if any keywords could give more exposure to your listings.

7. Use an Amazon Keyword Research Tool

Though the market is flooded with various keyword research tools, it’s crucial to use something that shows relevant numbers based on the Amazon platform. When you start using them, you’ll be able to do several things – from discovering product rankings to identifying conversion rates, and more.


Once you’ve figured out what keywords to use in your listings, it’s time to work! Make sure to place them in the product description, bullet points, filename, and title. The good news is that you’ll only need to insert each keyword once – keyword density is not a ranking factor on Amazon.

As long as you’re using the right set of keywords, your listings will be presented to potential customers when they search for relevant search terms using Amazon search. If you don’t want to do all of that yourself, feel free to sign up for our Amazon marketing services.  .