The Basics of Amazon Keyword Research

Jul 27, 2021


Amazon has successfully established itself as a self-sustainable universe with its own working systems and algorithms and genre-specific SEO research. What that means is that, while you will certainly benefit from having prior knowledge of how SEO works when it comes to search engines like Google, you’ll have a lot of unlearning to do when it comes to how Amazon runs their formula. At the forefront of this intricate formula, however, is the intention to deliver the most well-curated customer and buyer experiences.

How Is Amazon’s Algorithm Different From Google’s Algorithm?

You can search the entire internet with a single finger. Amazon is a great place to start, as it’s an all-inclusive marketplace, offering just about anything you could want or need at any time of day.

Amazon aspires to be more than just a single-stop shop for consumers looking for goods and services in their area; they also want people to think of them when searching the web, too! With its vast product selection spanning everything from books and video games, over to household items and groceries, clothes, electronics–even cars themselves!–it’s no wonder this company has taken off like wildfire and only continues to spread. Not only do you find what we’re looking for, but multiple competing items with cheaper prices abound, allowing you a way to find the best deal around. 

Amazon is more than just an online store; it’s a search engine for products, and once you take that into consideration, its ranking system becomes easier to understand. The Amazon algorithm doesn’t use the same number of factors as Google or Bing, rather it ranks items based on data such as who has bought them in the past or what reviews they have received, among other changing factors.

Amazon indexes information, which determines where you land when searching for products. Through analyzing components such as price and popularity to effectively sort through the millions of items available online, they present their users with the most accurate results possible without overwhelming them or making it difficult to find what they are looking for. They also attempt not to show bias towards certain sellers, as this would hurt competition and customer experience alike.

Understanding the Link Between Amazon Keywords and Product Relevance

Amazon is a retail giant, with over 500 million products. How do you ensure your product gets noticed? Your brand and the keywords that drive traffic to your pages are essential. Without strong keyword practices, the products you sell on Amazon are irrelevant because shoppers will never discover them in their search among the plethora of other brands, all vying for attention with the aid of bright banners and enticing copywriting campaigns, promising “amazing deals” just around the corner.

While it’s helpful to think of Amazon as a search engine, at the same time we need to remember that it is first and foremost an online marketplace. The main purpose isn’t just to search for or research products; they want you buying stuff. Consumer purchasing is what drives their A9 app and algorithm. In order to sell more things on Amazon, all product searches are organized according to how likely each one is to convert into a sale. Not surprisingly then, those products that do the best job of turning shoppers into buyers become the leading search results: high-converting brands often show up early on in the SERPs.

Let’s break this down to the various areas where you can apply your keywords on Amazon:


1. Keywords + Product Titles

If you’re an Amazon seller, it’s important that you put yourself in a prospective buyer’s shoes. Think, what would catch my eye if I was searching for this particular item? Most buyers treat Google like a personal assistant. Every time you need to get gifts for a birthday, or there is an obscure book you’re interested in but can’t remember the name, you turn to the world’s largest search engine. When searching on Amazon, most people look for shortcuts all the time and will scan product titles, often only looking at the first part of them to see if they are relevant.


2. Keywords + Product Description

The product details page is a great place to be creative and informative. It’s also the place to use keywords you can’t fit into the product title, so that these supporting keywords also help indicate what your product is about. You should use this space wisely because it’s the last chance you’ll have before a user clicks “Add To Cart.” Your bullet points are also your opportunity to include descriptions that pop with pertinent information.


3. Keywords + Your Seller Account

You can make your items stand out by optimizing keywords for customer search queries on the backend. Make sure to use this space wisely, as of August 2018, you can only use 250 characters for backend keywords per product. This is a limited space, so it’s important not to waste any room by repeating information that has already been conveyed in your title and bullet points–instead, avoid using commas or semicolons between words if possible.


How To Do Your Keyword Research

The goal of keyword research is to compile an exhaustive list of keywords, specific to each product to help you maximize how many search queries you can intercept so your product is not lost among all the other listings.


1. Pair With Complimentary Products

In most cases, consumers will buy a product if it is on sale or reduced. However, the likelihood of purchase increases significantly when it is bought together with a complementary item—items that often go hand in hand with another product are purchased in combination more frequently than they are with random, unrelated products. The idea of product combinations as a marketing strategy is not new to retail stores or businesses. In Amazon terms: everything you see under “Frequently Bought Together” is a well thought out addition to the product displayed on the listing, and consumers often react well to these combos. 

Targeting a complementary item for sale will not only increase your product’s visibility but also boost conversion rates through increased traffic and interest on items that weren’t the original product searched for. It may surprise you how effective this strategy can be, as it draws shoppers into considering an item they didn’t search for or realize they wanted in the first place.

frequently bought together Amazon


2. Suggested Keywords From the Search Bar

Amazon has been evaluating information on shopping habits for years, and with the help of this data, their search bar will provide you with suggestions of other products that people have looked for in the past. If you start typing into the search bar, autofill will prompt the most common and popular keywords or phrases, which you can then use when considering keywords to include in your own listings. The best part? It doesn’t cost a thing!

Amazon search bar autofill

Amazon’s keyword suggestions can be a valuable source of information for your marketing efforts, as they give you an idea about what kind of products are popular with consumers. The keywords completed by Amazon may be relevant to your business and can help in the development of future content or campaigns. Working from a guided search with the samples provided by Amazon, you’ll be able to grow a large bank of keywords, specific to your product so you can understand which search terms have high demand from customers who use Amazon regularly.


3. Invest in a Keyword Research Tool

If you’re interested in beefing up your keywords, your best bet for conducting research is to invest in specialized software for the task. 

To really make a difference in your keyword strategy and see your search ranking climb, then you need a long-term solution that can analyze endless Amazon product pages and pull keywords and other pertinent information, like revenue and profitability. To run a reverse ASIN search and find out the top keywords and their frequency for any ASIN, a tool like Keyword Inspector has got you covered. 

The advantage a tool like this offers is a great way to see a behind-the-scenes look at how consumers search for products like yours, while also helping you find top-converting keywords on Amazon. On top of that, some tools have extensions so you can access data directly on Amazon product pages. Easily target high-value terms so that you stand out from the competition.

Keyword Inspector reverse ASIN


Wrapping Up: Amazon Keyword Research

Furnished with some fundamental, compelling strategies to grow your collection of keywords, you can now optimize your product listings and start showing up earlier in search results. When you use an Amazon keyword research strategy and the right Amazon keyword tool, your products will appear for more relevant, high-value prospects than ever before. By enhancing product titles and listings with highly searched keywords, you increase your product visibility and increase the likelihood of customers clicking through to your listing, and thereby up the possibility of purchase. 


Courtney Moore


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