2024-10-28 · 11 min read
Amazon Keyword Research: How to Find the Terms That Drive Sales
A practical guide to finding the keywords your target customers are searching for on Amazon, using both free and paid methods.
Keyword research is the starting point for every successful Amazon listing. If your listing does not contain the words customers search for, it will not appear in results — no matter how good the product is.
Start with Amazon autocomplete
Type your primary product term in the Amazon search bar and watch what autocomplete suggests. These suggestions come directly from real customer searches. They are ranked by search volume. Write down every relevant suggestion.
Do this for your main product type, plus synonyms, plus use cases. A memory foam pillow might generate: "memory foam pillow queen," "memory foam pillow for neck pain," "memory foam pillow cooling," "memory foam pillow firm," etc. Each suggestion is a keyword opportunity.
Use Brand Analytics (Seller Central)
If you are enrolled in Brand Registry, Brand Analytics is the most accurate source of Amazon search data. Go to Seller Central > Brand Analytics > Amazon Search Terms report. Filter by your category and time period.
You can see the top 3 ASINs that won clicks for each search term. If your competitors are winning clicks on a term you are not ranking for, add that term to your backend keywords and test PPC ads for it.
Analyze competitor listings
Find the top 3-5 sellers in your niche. Copy their product titles and bullets into a text document. What terms repeat across all of them? Those are the must-have keywords every listing in your category needs.
Look at competitor reviews too. How do customers describe the product? The language customers use in reviews is often different from marketing language — and it matches what they type into search.
Reverse-ASIN lookup tools
Tools like Helium 10's Cerebro and Jungle Scout's Keyword Scout let you enter a competitor's ASIN and see every keyword they rank for. This reveals keyword opportunities you may have missed in your own research.
Sort by search volume and relevance. Focus on terms with monthly searches above 1,000 where your product genuinely fits the intent.
Prioritize by intent
Not all keywords are equal. "Buy waterproof hiking boots size 10" has much higher purchase intent than "best hiking boots for beginners." Target high-intent, specific terms first. Broad, informational terms drive traffic but convert poorly.
Where to put keywords
Title: Primary keyword + brand + key attribute. Keep under 200 characters. Bullets: Secondary keywords woven naturally into benefits. Description: Supporting keywords in readable sentences. Backend search terms: Synonyms, abbreviations, alternate spellings. 250 character limit. Do not use commas. Do not repeat title keywords.
Track and refine
After 4-6 weeks, check your Search Term Impression Share in Brand Analytics. For terms where you have impressions but low clicks, your title or image may need work. For terms with zero impressions, you are not ranking — add to PPC campaigns to build velocity.