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The Essential 10-Step Guide to Amazon Keyword Research

Learn How to Leverage the Power of Amazon Keyword Research to Win the Buy Box and Skyrocket Your eCommerce Sales

  • March 8, 2024
  • /
  • Chuck Kessler
A dramatic imagined view of heaven with an Amazon building at the center and fields of words in the foreground

For entrepreneurs, finding new ways to stand out on Amazon’s crowded marketplace has been an ongoing challenge. With millions of sellers vying for the attention of consumers, the battle to capture and retain customer interest has never been more intense. 

That’s why it might be hard to believe that the heart of this battle is often focused on just a few simple words. 


Creating a powerful Amazon keyword research strategy is not just about finding words; it’s about unlocking the secrets of customer search behavior, understanding the language of your potential buyers, and positioning your products where they can be easily discovered. 

It’s a blend of art and science, requiring a deep dive into data, trends, and the ever-changing dynamics of the Amazon ecosystem.

This guide is designed for both new and experienced sellers on Amazon’s platform who aim to master the intricacies of keyword research. 

By following these 10 steps, you will not only improve your product’s visibility, but also increase your chances of driving more sales. 

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1. Understand Your Product and Target Audience

Understanding your product and target audience forms the cornerstone of any successful Amazon keyword research strategy. 

This initial step goes beyond simply knowing what you’re selling; it involves digging deep into what makes your product unique, its advantages over competitors, and the specific needs it meets for your customers. Each feature, benefit, and solution your product offers can lead to a set of keywords that potential buyers might use when searching for items like yours on Amazon.

To start, conduct a thorough analysis of your product. Ask yourself: What does my product do? How does it make the user’s life easier or better? What pain points does it address? This exercise will help you articulate your product’s value proposition clearly.

Next, turn your focus to who will be buying your product. Creating buyer personas can be incredibly beneficial here. A buyer persona is a semi-fictional representation of your ideal customer based on market research and real data about your existing customers. 

Consider demographics, behavior patterns, motivations, and goals. The more detailed you are, the better you can tailor your keyword research to match the language and search queries your potential customers are using.

You Need to Align Your Language

Understanding your target audience also means knowing how they speak about your product’s features and the problems it solves. This linguistic alignment is crucial for keyword relevance. 

For instance, if your product is a high-tech, eco-friendly water bottle, your target audience might be environmentally conscious consumers, outdoor enthusiasts, or health and wellness advocates. The keywords they use might include terms like “sustainable water bottle,” “BPA-free water bottle,” or “water bottle for hiking.”

By aligning your product’s characteristics with the needs and desires of your target audience, you’ll be able to identify a set of highly relevant keywords. These keywords should resonate with your potential buyers, making it easier for them to find your products among the vast offerings on Amazon. 

This foundational step ensures that every subsequent action in your keyword research strategy is informed and targeted, setting the stage for increased visibility and sales on the platform.

A stylized image of a potted plant on a wooden table that is growing keys i and leaves

2. Identify Seed Keywords

Identifying seed keywords is a pivotal first step in crafting an Amazon keyword research strategy that effectively targets your ideal customers. These initial keywords are broad terms that closely relate to your product’s main category or function. 

They serve as the starting point from which you can branch out to discover more nuanced and specific keywords, capturing a wider array of shopper searches.

What are Seed Keywords?

Consider seed keywords as the broad strokes that outline the primary landscape of your product market on Amazon. For example, if you’re selling a line of natural skincare products, your seed keywords might include “natural skincare,” “organic face cream,” or “eco-friendly skincare.” 

These terms are general, yet closely aligned with the core offering of your product, allowing you to cast a wide net in the initial phase of your research.

Why Start With Seed Keywords? 

The beauty of starting with seed keywords lies in their ability to open doors to a wide range of related terms and phrases. By analyzing these broad terms, you can uncover variations, synonyms, and related phrases that potential customers might use. 

This exploration leads to a richer, more diverse set of keywords that encompasses a broad spectrum of customer search behavior.

To identify effective seed keywords, ask yourself the following questions:

Remember, the goal at this stage is not to refine or narrow down your focus but to establish a solid foundation upon which to build. Utilizing tools like Amazon’s autocomplete feature, competitor analysis, and keyword research tools can further aid in expanding your seed keyword list.

A stylized image of an internet autocomplete feature

3. Utilize Amazon’s Autocomplete

If you want to win an entrepreneurial battle, why not use one of the most powerful free tools that Amazon itself has built? 

Utilizing Amazon’s Autocomplete feature is like tapping directly into the collective mind of Amazon’s vast customer base. When you type your seed keywords into the Amazon search bar, the platform automatically suggests additional keywords and phrases. 

These suggestions are not random; they’re based on real searches performed by Amazon users, making them a goldmine for discovering long-tail keywords that are directly relevant to your product.

How to Stand Out with Long-Tail Keywords

Long-tail keywords, which are often longer phrases that are more specific than your initial seed keywords, can significantly enhance your visibility on Amazon. Because they’re more specific, they tend to have less competition and a higher conversion rate. 

For example, if your seed keyword is “yoga mat,” Amazon’s Autocomplete might suggest long-tail variations like “yoga mat for hot yoga” or “eco-friendly yoga mat non slip.” These suggestions can guide you toward niches within your product category that you might not have considered.

To make the most out of Amazon’s Autocomplete:

By systematically exploring and cataloging these autocomplete suggestions, you’ll be able to construct a more detailed and effective keyword strategy. This strategy will not only help you understand what your potential customers are looking for but also allow you to tailor your product listings to meet those specific searches.

A stylized image of a bunch of people and technology as well as the Amazon logo

4. Check Competitor Listings

Analyzing the listings of top competitors on Amazon is another strategic move to refine your keyword strategy and improve your product’s visibility. By scrutinizing how successful competitors craft their titles, bullet points, and product descriptions, you gain insights into the keywords that are working well within your niche. 

This process involves peeling back the layers to decode the elements that contribute to their high rankings and customer engagement.

When focusing on competitor listings, take a very close look at the following attributes:

Amazon Product Titles

Note the structure and phrasing used in the titles. Competitors often place the most valuable keywords at the beginning of the title to capture both customer attention and search algorithm favorability.

Amazon Bullet Points

Bullet points are prime real estate for keywords on Amazon. They very clearly highlight features and benefits, and incorporate specific terms that potential buyers might use to search for products. Analyze how competitors naturally integrate keywords while emphasizing their product’s unique selling points.

Amazon Product Descriptions

In-depth product descriptions provide a broader context for keyword placement, enabling competitors to weave in additional keywords that might not fit in titles or bullet points. Look for thematic keywords, descriptive phrases, and problem-solving terms that resonate with target customers.

Additionally, pay attention to:

Customer Questions & Answers

This section can reveal indirect keywords or phrases that customers use when inquiring about aspects of the product. It offers a direct line to customer concerns and the specific language they use.


Customer reviews can be a goldmine for keywords, especially when it comes to describing the product in everyday language, pointing out its benefits, and how it compares to expectations. Keywords found here are particularly valuable because they reflect genuine customer experiences and satisfaction drivers.

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5. Use Amazon Keyword Research Tools

Leveraging Amazon-specific keyword research tools like Helium 10, Jungle Scout, and Ahrefs can significantly enhance your keyword strategy by offering detailed insights that are not readily apparent through manual research methods. 

These tools are designed to navigate the many complexities of Amazon’s marketplace, providing data-driven insights into keyword search volume, competition levels, and relevance to your product category.

Search Volume Insights

Knowing how often a keyword is searched on Amazon can help you prioritize keywords with the highest potential for driving traffic to your listing. Tools like Helium 10 offer precise search volume estimates, enabling you to focus your efforts on keywords that are most likely to attract buyers.

Competition Analysis

Understanding the level of competition for specific keywords is crucial for optimizing your listing. Jungle Scout, for instance, provides an in-depth look at how many other products are competing for the same keywords, allowing you to identify opportunities where you can stand out.

Keyword Relevance

Many of these tools can help you discover keywords that are highly relevant to your product but might not have been obvious from the start. Amazon keyword tools analyze search term usage across successful listings, suggesting terms that could increase your product’s discoverability.

Historical Data and Trends

These tools often include access to historical data and trends, helping you to adapt your strategy based on seasonal changes or evolving market dynamics. This feature is invaluable for planning ahead and ensuring your product remains visible and relevant throughout the year.

PPC Keyword Optimization

In addition to organic search optimization, these tools can aid in refining your Amazon PPC campaigns by identifying high-performing keywords for your ads. This can lead to a better return on investment for your advertising spend.

A dramatic valley with a stylized green winding path snaking through it

6. Incorporate Long-Tail Keywords

Incorporating long-tail keywords into your Amazon product listings is a strategic approach that can significantly enhance your visibility and conversion rates. 

These keywords, typically longer phrases that are very specific to what you’re selling, offer a dual advantage: they are less competitive than more generic, short-tail keywords, and they tend to attract more targeted, ready-to-buy audiences.

Long-tail keywords allow you to capture the attention of shoppers who know exactly what they want. For example, instead of targeting “yoga mats,” a highly competitive keyword, you could target “eco-friendly non-slip yoga mat for hot yoga,” which is likely to have fewer competing products and attract shoppers who are looking for that exact product. 

This specificity makes your product a perfect match for their search, increasing the likelihood of a purchase.

Moreover, long-tail keywords often reflect a user’s position further down the purchase funnel. While someone searching a broad term may be in the early stages of research, a shopper using a specific long-tail term is likely closer to making a buying decision. By optimizing for these keywords, you’re not just aiming for higher visibility; you’re targeting visibility to the right kind of buyer – one with a higher intent to purchase.

To effectively incorporate long-tail keywords into your listings:

Research and Identify

Use a keyword research tool to identify long-tail keywords with sufficient search volume and low competition. Look for phrases that precisely describe your product’s features, benefits, and uses.

Optimize Listing Elements

Integrate these keywords into your product title, bullet points, and description in a natural and readable manner. Ensure that the inclusion of these keywords does not detract from the quality and clarity of your content. No keyword stuffing! 

Monitor Performance

Keep an eye on the performance of your listings after incorporating long-tail keywords. Tools that track keyword rankings and sales data can help you understand which keywords are contributing to increased traffic and conversions.

A stylized image of a golden balance type scale against a blue background. The balance is weighing assorted keys

7. Analyze Keyword Relevance

Analyzing the relevance of your chosen keywords to your product is a critical Amazon SEO step that cannot be overstated. The inclusion of highly relevant keywords ensures that your product is discovered by the right audience, thereby enhancing the likelihood of conversions. 

On the contrary, using irrelevant keywords might temporarily increase traffic but will almost certainly lead to poor conversion rates and can adversely affect your product’s overall performance on Amazon.

Keywords must accurately reflect what you are selling. Every keyword associated with your product listing should directly relate to the item’s features, benefits, or use cases. This relevance is crucial not only for ranking purposes but also for meeting customer expectations. 

When customers click on your product listing, they have certain expectations based on the keywords they searched. If your product does not match these expectations because of irrelevant keywords, it results in dissatisfaction, poor reviews, and ultimately harms your brand reputation on Amazon.

To ensure keyword relevance:

Understand Customer Search Behavior

Dive deep into understanding how your target customers describe and search for products like yours. This understanding will guide you in selecting keywords that match their search queries.

Use Keyword Research Tools Wisely

Employ Amazon-specific keyword research tools to discover keywords that are not only popular but also closely aligned with your product. These tools often provide insights into the relevance of keywords based on actual search data.

Continuously Optimize

Keyword relevance isn’t a “set it and forget it” task. Continuously monitor your product’s performance in relation to the keywords you’ve chosen. Use customer feedback, questions, and search trends to refine your keywords over time.

A stylized image of four different paths each leading to a different ecommerce destination

8. Consider Search Intent

Search intent refers to the underlying goal a user has when typing a query into a search engine. Understanding whether customers are seeking information, comparing different products, or are ready to make a purchase can significantly influence the effectiveness of your keyword strategy.

Informational Intent

Some searches are performed by users looking for information. For example, a customer might search for “best yoga mats for beginners” to gather knowledge before making a decision. For these types of searches, focus on keywords that position your product as a solution within informative content in your listing or a related blog post hosted on your Amazon storefront.

Comparative Intent

At this stage, customers are comparing options between different products. Searches might include terms like “yoga mat vs. exercise mat” or “thick yoga mat reviews.” Tailoring your keywords to include comparative phrases can help capture the attention of customers who are closer to making a purchase but are evaluating their options.

Transactional Intent

This intent signifies that a customer is ready to buy. Searches are likely to be product-specific and may include terms like “buy eco-friendly yoga mat online” or “discount on thick yoga mats.” Keywords that match transactional intent should be prominently featured in your product titles and bullet points to capture these high-intent shoppers.

To effectively tailor your keyword strategy to match search intent, you should:

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9. Optimize Your Amazon Listing

For Amazon sellers, here’s where the rubber meets the road. 

Incorporating the selected keywords into each element of your Amazon listing is what it takes to enhance visibility and attract the right audience. A balanced approach to keyword integration involves strategically placing keywords in your product title, bullet points, description, and backend search terms. This ensures that your listing is not only discoverable but also appealing to potential buyers.

The title is the most crucial part of your listing for keywords. It’s the first thing customers see. Your title should include the most important keywords that accurately describe your product, such as brand, product type, key features, and benefits. 

Utilize bullet points to highlight the key features and benefits of your product, integrating keywords in a way that feels natural and informative. This section is not just for SEO; it’s also where potential buyers look to understand what sets your product apart. 

The description offers more space to expand on your product’s features, tell your brand’s story, and include additional keywords. Use this area to weave in keywords organically while focusing on providing valuable information to the customer. 

Amazon provides a specific field in the backend of listings for sellers to input keywords that might not fit naturally into the visible listing elements. These backend search terms are invisible to shoppers but are indexed by Amazon’s search algorithm. Use this space to include synonyms, alternate spellings, and related keywords that you couldn’t fit into the title, bullets, or description.

However, don’t keyword stuff! If you wouldn’t put it in the front end of your listing, don’t try to hide it in the backend.

A stylized view of the profile of a man looking through a telescope out at the sea with the sun setting on the horizon

10. Monitor and Adjust Your Strategy

Amazon’s search trends and consumer behaviors can shift due to various factors, including seasonality, market demands, and emerging competitors. To ensure your products continue to rank well and meet sales objectives, it’s crucial to keep a pulse on how your keywords are performing and make strategic adjustments as necessary.

Here’s how:

Regular Performance Reviews

Set a schedule to regularly analyze your keyword performance. This involves checking your product’s search ranking for targeted keywords, tracking sales data, and monitoring click-through rates (CTR) and conversion rates for your listings. Tools provided by Amazon, like Brand Analytics, or third-party software, can offer valuable insights into these metrics.

Adapt to Search Trends

Stay informed about changes in consumer search behavior and market trends. Use keyword research tools to identify emerging keywords or phrases that can help you capture new search traffic. Incorporating trending keywords into your listings can improve visibility and attract more potential buyers.

Optimize Based on Data

Use the data gathered from your performance reviews to refine your keyword strategy. This might mean replacing underperforming keywords with more effective ones, updating your listings to highlight different features or benefits based on customer interest, or even adjusting your product offerings to better align with market demands.

Test and Learn

Consider A/B testing different elements of your listings, such as titles, bullet points, or images, to see how slight changes can impact your search visibility and conversion rates. Testing allows you to make informed decisions based on actual customer responses to your optimizations.

Respond to Competitor Movements

Keep an eye on your competitors’ listings for any changes in their keyword strategy or product offerings. Adjusting your keywords in response to competitor strategies can help you maintain a competitive edge.

How Canopy Management Can Help

Mastering the art of keyword research on Amazon is more than a strategy—it’s the cornerstone of achieving visibility and driving sales in the highly competitive online marketplace.

Success on Amazon isn’t just about having the best products; it’s about making sure they’re seen by the right people at the right time. 

If you’d like to stand on the shoulders of giants, reach out to the pros at Canopy Management. With an 84% average year-over-year profit growth for our partners, over 2 Billion dollars managed, and a 99.1% partner retention rate, Canopy is the quiet force behind some of the most successful sellers on Amazon.

Thinking About Hiring an Amazon Management Agency?

Canopy’s Partners Achieve an Average 84% Profit Increase!

Let’s talk