Amazon Keywords and Market Research

There are over 350 million products sold on Amazon and the number is constantly growing. Unless your item is unique and one-in-3-billion, you are competing with thousands of sellers. With so much competition these days getting your product discovered can be tough to achieve. The only way to rise above the vast sea of competitors and convince buyers to choose your listing over those of other sellers is to have an optimized Amazon listing. This is where the keyword and market research come, because after all Amazon is a search engine, following certain algorithm rules. The two main areas that must be covered are:

  • Finding as many keywords used by customers as possible
  • Integrating those keywords in your products’ listings

We are here to provide you with accurate and up-to-date information, by doing a thorough research on similar products to your business’s and their niche.

What we mean by keywords

Generally, “keywords” are topics and ideas that describe or outline what your content is all about. But in terms of SEO (Search Engine Optimization), they are phrases and words that internet users enter into the search engines while looking for something.

First things first: What is Amazon keyword research, and why is it something you need to know about?

While Amazon is, first and foremost, a place where people buy things, it’s also something else: a search engine. And since Amazon makes money when people find products they like and buy them, Amazon wants people to buy things. That means that its search engine’s first and foremost goal is this: Return search results full of products that are relevant and high-converting.

Amazon keyword research is finding the right keywords to use in your product pages that are relevant to your products and what shoppers search for when they’re looking for products like yours. Once you do the research and have the right keywords, you can strategically add them to your listings to optimize them so that their SEO ranks higher.

And that’s why keyword research is so important: Because with good Amazon SEO, your products will be high up in search results, which makes them the first products shoppers see after submitting a search query. Instead of having to dig through pages of competing products before reaching yours, shoppers will be able to find your products almost instantly, which should result in more conversions.

Reasons why a keyword and market research is important:

Your competitors are always on the go

Your competitors are definitely not sitting still. It is important to research your competition before launching a new product, in order to always know what other sellers are offering.

You need to have the right expectations about your future profit

Depending on what product you sell, the revenue you will make varies greatly. Of course, some products make much more revenue than others. With a properly done research you can get an idea of what to expect when you start selling.

How we do our researches on Amazon

Researching the niche

There are a few key points to consider before launching. In the niches with well-established sellers that make thousands of sales per month a new seller has a low chance of succeeding. The higher the competition, the harder it is to rank your product on top. You will have the best chance in the categories, where the competition is not so fierce, but there is still high demand from the public.

Finding the Seed Keywords

Firstly, we will discuss in which marketplace you wish to sell. Then we will find the best keywords for your product’s detail page. We will start with the seed keywords, which are the few basic phrases, that best describe your product. For example, if you are selling a yoga mat, your first keyword would be “yoga mat”. After that, we will add a few synonym search terms people might use to describe your product, such as “workout mat”, “exercise mat” and “gym mat”. Then, we run a reverse ASIN lookup of similar items on Helium 10 to investigate those keywords.

Expanding the Keyword Reach

Based on the results, we will build out a longer list of potential keywords (semantic core) to use in your listing, including long-tail keywords. A few ways to expand your list:

  • Amazon’s Search Suggestions
    When you type in your seed keywords, Amazon automatically provides you with search suggestions (amazon suggested keywords), which are related keywords. You can also do this trick in Google, as many shoppers’ first search is on Google and after that on Amazon.
  • Using complementary products (Frequently Bought Together)
    Using keywords related to complementary products is a great idea. That will bring customers to you who may not be directly looking for your product, but whose searches show they might be interested in it.
  • Keyword Research Tools
    A keyword research tool is what will do a thorough investigation. There are many advantages to using such a tool. For starters, not only does it generate a long list of related keywords, but also a lot of useful data on all those keywords, including how many people are searching for each keyword, how difficult it’s going to be for you to rank for it , Cerebro IQ Score, Sponsored ASINs, Competing Products, Match Type, Amazon Recommended Rank, Sponsored Rank, Organic Rank, etc.

    The best powerful tool for monitor your keyword rankings and see how your optimization efforts affect your rankings is Helium 10, where you can easily find information about any product with the Reverse ASIN Lookup and quickly validate your store’s success, based on the profit and number of sales of your competition.

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Keyword Types

A combination of both in your listings is the best option. However, most short tail keywords are often dominated by acknowledged sellers and attacking them in most cases will fail. Long tail keywords have less competition and provide a better description of the product, which makes them perfect for new sellers.

The keywords can also be categorized in these groups: awareness keywords, interest keywords, decision keywords and conversion keywords.

Awareness keywords are the ones with the highest search volume, but have low sales rate. Interest keywords narrow the search, showing results more relevant to what a customer is looking for. Decision keywords are long-tail keywords with a lower search volume and a higher purchase rate. Conversion keywords are a combination of the previous three groups.

Let’s take a look at the yoga mat example:


Awareness keyword:
Yoga Mat


Interest keyword::
Thick, Non Slip


Decision keyword:
1 inch


Conversion keyword :
Thick Yoga Mat Non Slip 1 inch/Non Slip Thick Yoga Mat 1

By doing different combinations of keywords, following this logic, we can create a vast list of keywords to implement in your listing, in order to optimize it.

  • Including the most relevant keywords in the title, while still describing the product. Amazon recommends including the brand name, size, color, material, and one or two key features.
  • The text in the bullets and the description should be the perfect balance between a well-written text and a full of keywords optimized text. Here we use as many keywords as possible, without stuffing the descriptions with so many keywords they don’t make sense or confuse readers.
  • Including even more keywords in the backend field for a better ranking of the listing.

The importance of updates

As we mentioned earlier, the Amazon marketplace is a constant variable. With that being said, one keyword can have high performance one day and an insignificant search volume the next. A new keyword research done periodically to see if there are new keywords getting traffic is the way to stay on top.

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