Amazon Keyword Research Basics: Find What Shoppers Really Type

Every Amazon listing lives or dies by its keywords. If your product page does not use the words shoppers type, Amazon will not show it to them, no matter how good the product is. Yet many sellers pick keywords by guessing.

You do not need expensive software to get started. Here is a simple keyword research process any seller can follow.

Step 1. Start with the Amazon search bar

Type your main product word into the Amazon search bar and look at the suggestions that drop down. These come from real searches. Try adding each letter of the alphabet after your main word, such as “yoga mat a”, “yoga mat b” and so on, to uncover more.

Write down every suggestion that fits your product.

Step 2. Study your competitors

Search your main keyword and open the top 10 organic results. Look at their titles, bullets and the words that keep coming up. If every top listing mentions “non slip” and “extra thick”, those words matter to shoppers.

Also read their reviews. Customers often describe products in different words than brands do. Those words can be keywords too.

Step 3. Use your own ad data

If you already run Sponsored Products, your search term report is a goldmine. It shows the exact searches that led to clicks and sales. Sort by orders. The terms that sell are the ones that belong in your listing.

An automatic campaign is a cheap way to collect this data for a new product. Run it for a few weeks with a moderate bid, then download the report.

Step 4. Check Brand Analytics

If you are enrolled in Brand Registry, open Brand Analytics and look at the Amazon Search Terms report. It shows how popular each search term is and which products get the most clicks for it. This is real Amazon data, and it is free for brand owners.

Step 5. Group your keywords

Now sort your list into three groups.

• Main keywords. The two or three phrases that describe your product best and have the most searches. These go in your title.
• Supporting keywords. Features, uses and related phrases. These go in your bullets and description.
• Extra keywords. Synonyms, other spellings and terms that do not fit naturally in the copy. These go in your backend search terms.

Step 6. Write for people, not just algorithms

Once you know your keywords, write a listing a real person wants to read. Put your main keyword near the start of the title. Use supporting keywords naturally in the bullets. Never repeat the same word over and over. Keyword stuffing makes listings hard to read and can lower conversion.

Backend search term tips

• Separate words with spaces. No commas needed.
• Do not repeat words already in your title or bullets.
• Do not use brand names, including competitors.
• Stay within Amazon’s length limit. Amazon has recently tightened it, so check the current limit in Seller Central.

Keep it fresh

Search habits change with seasons and trends. Review your keywords every few months, and check your search term report every week if you run ads. New winning terms appear all the time.

The bottom line

Good keyword research is simple. Look at what shoppers type, what competitors use and what your ads prove. Then put the right words in the right places. If you want help, our listings and A+ content team does this every day, or start with a free audit.

FAQs

How many keywords should an Amazon listing have?

There is no fixed number. Focus on two or three main keywords in the title, a handful of supporting ones in the bullets, and extra terms in the backend.

Where should I put keywords on Amazon?

Main keywords go in the title. Supporting keywords go in the bullets and description. Synonyms and extra terms go in the backend search terms.

Can I find Amazon keywords for free?

Yes. Use the Amazon search bar suggestions, competitor listings, your ad search term report and Brand Analytics if you have Brand Registry.