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When it comes to selling on Amazon, the major piece of the puzzle is finding ways to get your product in front of the right audience. 

You want to make sure that when customers type certain words or phrases relating to your product, your product is seen on search results. After all, how can you increase company sales and grow revenue with Amazon if customers are unable to find you? 

This article provides an Amazon keyword research guide to help you find the right keywords and pull in the right audience to your business. 

What is Amazon Keyword Research?

Amazon is one of the largest search engines in the world. Users on the platform know what they want and are on the lookout for the best products to fit their needs. Amazon keyword research is the SEO process that involves sellers finding the right search terms (which includes words and phrases) that will help them achieve a higher ranking on search engine results. 

When conducting Amazon Keyword research, the main goal is to use the right words or phrases that help online shoppers discover your product. 

Searching for keywords not only drives traffic to your product listing but also provides valuable insights to help you understand consumer behavior and trends. 

Amazon also has an advertising system that allows sellers to place bids to rank on search results. Conducting proper Amazon ads keyword research will also help you run successful ads on the platform. 

How does Amazon keyword research affect your product relevance?

Amazon keywords form the foundation for your product’s relevancy throughout your product listing. Let’s look at three major areas where Amazon keyword research affects your product relevance:

• Product titles: Your product title is very important, as it determines your success on Amazon search results. If you look at this from the perspective of an Amazon shopper, when you search for a product, you will first consider the few words of the product title to narrow your choices. Knowing this, it is important to fit in the most relevant keywords in your product titles. 
• Product details: The product details on your Amazon listing give potential customers an insight into what your product offers through key features and informative bullet points. You can fit in relevant long-tail keywords customers may be searching for.
• Amazon seller account: You may have heard of what is called hidden keywords. These are keywords you can fit at the backend of your Amazon seller central account. What this does is allow you to give Amazon more information about your product. This is similar to the Alt text feature used for Google search rankings. This, however, comes with a 250 character limit, so you want to ensure you fit in important keywords. 

How to conduct Amazon keyword research 

Here’s a quick guide to help you conduct a winning Amazon keyword research:

1. Research seed keywords
2. Generate keyword ideas
3. Look out for keyword metrics 
4. Group and prioritize keywords 
5. Insert these keywords throughout your Amazon listing 
6. Keep researching new keywords

Research seed keywords

For search engines like Google, the first stage of carrying out keyword research is creating a seed keyword list. This is the same when carrying out Amazon keyword research. 

In creating a list of seed keywords, start by thinking about your product. Can you describe your product to a customer in two or three words? How will your customers search for your products? 

Let’s look at a simple example. If you sell phone chargers, the seed keyword will be “Phone charger”. You can also include keywords like “USB phone charger” or “USB phone cable”. 

Take note of these keywords and add them to your list. Next, research the top five best products with your primary seed keyword on Amazon. You may want to use tools like AMZDataStudio to check for relevancy, Compare these keywords and ensure your list of seed keywords is relevant and can pull in the right customer. 

Generate keyword ideas

After getting your list of seed keywords, the next step will be to dive deeper into generating a broad list of keyword ideas. To generate these keyword ideas, you will need to consider what customers in your niche are likely to search for. You can begin your research using Amazon-suggested searches. Simply type in your seed keyword in the search tab and note the keyword ideas that Amazon suggests. These keywords are relevant to your seed keywords. However, you will need to obtain data for each keyword idea to know which has the right search traffic and will be most relevant to your product. This is where keyword research tools come in. You can use tools like Ahrefs to get a database on your list of keyword ideas. Take note of keywords with:

• High traffic and high competition
• High traffic and moderate or low competition
• Medium traffic and low competition 

Consider adding these keywords to your Amazon listing. Also, take note of misspelled keywords with high traffic. You can add those msipelled keywords to your backend keywords where your customers won’t see them. 

Look out for keyword metrics 

There are a few keyword metrics that will guide you as you draw out your list of keyword ideas. Here are a few keyword metrics you should keep in mind:

• Keyword search volume: This metric shows the number of people who have searched for a particular keyword within a given country, location, or people all over the world. 
• Traffic potential: With this metric, you can know how much traffic top ranking keywords have in total.
• Clicks: This metric will help you understand how popular each keyword is. 
• Keyword difficulty: You want to make sure you analyze the difficulty of each keyword and choose the easiest keywords you can rank for. 

It is important to balance your keywords considering factors like business value. You want to make sure your customers are searching for the keywords you are ranking for. 

Group and prioritize keywords 

Now that you have a detailed list of relevant keywords, to ensure continuity and establish a structure, it is important to group your keywords. This will also help you identify which keywords achieve certain objectives. You can group your keywords by factors like parent topic, search intent, and business sales. You will most likely want to identify keywords that drive sales. Group your keywords and ensure you stick to keywords that bring you the most results. 

Insert these keywords throughout your Amazon listing 

After creating a list of seed keywords and generating keyword ideas that are relevant to your product, it’s time to put those keywords into your Amazon listings. Let’s look at three major areas you should target: 

• Amazon product titles: The first and one of the most important parts of your product listing is your product titles. This has a 200 character upper limit. Some product categories may also come with much shorter character limits. Because of this, you need to make sure you include the most relevant keywords. Make sure it provides enough information to get potential customers to click. Include the brand, size of the product, color, material, and any key features. Avoid keyword stuffing and keep it simple and concise. 
• Amazon product description: Next, include your keywords in the bullet point section and product description. Keep in mind that both your bullet point section and description should also provide value and convey your brand message to your audience. Don’t try to force in keywords, instead maintain a balance between adding keywords and passing your message most compellingly. This will ensure increased traffic to your product listing and increase conversion rate. 
• Backend keywords: Backend keywords are not seen by the customers but they have a considerable impact on your search rankings. You can insert backend keywords through the backend of your Amazon Seller Central account. It gives you a space of five lines and 250 characters. Don’t be afraid to add misspelled words that have high traffic. 

Keep researching new keywords 

Amazon keyword research is a continuous process. Look out for new keywords that customers may be using while searching for your product. To consistently get a good search ranking, keep putting in seed keywords and other keyword ideas using keyword research tools. 

Look out for keywords with high traffic and pay close attention to how they perform on your listings. You can compare performances every month before making any changes to your keywords. Take note of keywords that perform well. However, don’t be afraid to switch things up. Look out for important keywords you could be missing and add them to your listings. Repeat this process and ensure you keep a high organic search ranking. 

Conclusion 

Getting your keyword research right drives potential customers to your listings, increasing traffic, conversion rate, and ultimately sales. 

With the right keyword research tools, you can find the most relevant keywords for your products. Remember, keyword research is a continuous process, so don’t be afraid to try out new keywords. Compare performances and ensure you consistently maintain high organic search rankings.