Amazon keyword research is fundamentally different from Google keyword research. On Amazon, every search has purchase intent. The art is finding the terms where your product is the best answer.
Free Research Methods
- Amazon autocomplete: Type your main keyword and see what Amazon suggests. These are real search terms with real volume.
- Competitor listings: Read the titles, bullets, and descriptions of top-ranking competitors. What keywords are they targeting?
- Auto campaign search term report: If you're running auto PPC campaigns, your search term report shows exactly what terms customers used to find and buy your product.
- Customer reviews: Read reviews on your product and competitors. The language customers use is often different from the language sellers use — and it's the language that converts.
Paid Tools
- Helium 10: Cerebro (reverse ASIN lookup) and Magnet (keyword discovery) are the industry standards.
- Jungle Scout: Good keyword research with volume estimates and trend data.
- DataDive: Newer tool with strong competitor analysis and keyword gap features.
Keyword Prioritisation
Not all keywords are equal. Prioritise based on:
- Relevance: Does the keyword accurately describe your product? Irrelevant traffic kills conversion rate.
- Volume: Higher search volume = more potential sales, but also more competition.
- Competition: Can you realistically rank on page one? A 50,000-volume keyword you'll never rank for is less useful than a 1,000-volume keyword you can own.
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