Let's Talk

How to Perform Effective Marketplace Keyword Research on Amazon

Oct 28, 2021 11:37:18 AM

Keyword Research Tips for Amazon Sellers

This post was written by the AMZScout Amazon Expert Team. AMZScout is one of the top Amazon research tools for online sellers. The AMZScout team uses its expertise in product and keyword research to guide sellers to success.

In an online marketplace like Amazon, keyword research involves finding the most appropriate words and phrases to describe your product. Knowing and using those keywords strategically enables shoppers to find your product listings—so being detailed is incredibly important.

The marketplace’s search algorithm works to find the most relevant product to the terms searched, so long-tail keywords are vital. Long-tail keywords (phrases containing at least three words, more specific to a target market than a generic search term) can increase your conversion rate as much as 2.5 times. Amazon’s search algorithm combines keyword relevance, quality sellers, and quality products to provide the best customer experience. 

This article will teach you some essential tips for finding the right keywords to attract and convert qualified Amazon customers:


The Basics of Finding Initial Keyword Ideas on Amazon

Finding the right keywords starts with uncovering the proper phrases, categories, and trends related to your product. Here are three essential steps for zeroing in on those categories:

1. Browse Niches You’re Interested In

If you are new to selling on Amazon or thinking of expanding your product assortment, your first step is to look into those areas of interest. By starting in niches you already have background knowledge about, you’ll be able to generate a short keyword list. You can begin by typing a seed keyword (a foundational keyword to use as your starting point) into the Amazon search bar, writing down all expanded options you see. This will give you a good idea of what terms customers typically search related to your product.

Keyword Research Example for Amazon Sellers

If you are still in the product-finding process, it’s essential to keep an open mind and look for underserved niches.

2. Seek High-Volume Keywords

The ultimate goal for any of our target niches is to rank for high-volume keywords. This starts with targeting less competitive long-tail keywords (such as “black wheeled snow pusher” rather than just “snow pusher”), but you’ll want to target high-volume terms as well, which are typically more general and shorter in length (“snow shovel”). 

High-volume keywords enable you to reach a wider audience of Amazon shoppers, but they’re also highly competitive, as many sellers will be targeting those same keywords in their listings. As your brand gains awareness and as you build out your Amazon SEO services, you will naturally rank better for those keywords. Always be sure you offer high-quality products, fast shipping, and excellent customer service, which will ultimately increase positive reviews and visibility of your products on search results pages.

3. Use Free Online Tools to Uncover Trends

You can also choose to sell products, and hone in on high-traffic search terms, based on the latest trends. Both Google Trends and the Amazon Trend Report are good examples of places to start, and so is taking a look through these five fast-growing Amazon categories. Use these tools to identify popular consumer categories and products people are searching for right now.


Performing Additional Keyword Research and Analysis

Once you have a good idea of general keyword targets, you need to build out and provide detail to your listings. This involves additional keyword research and analysis:

Use Amazon's Keyword Suggestions From Seller Central

All online marketplaces have some form of PPC tool. Those PPC targets are typically based on what customers search for, providing good potential for optimizing your product listings

Using your seed keywords, you can create search-optimized product descriptions. Use the Amazon Advertising Console to identify suggested keyword targets based on search volume, competition, etc. If you target secondary and backend keywords, you can attain greater potential exposure in search results pages.

Look at Competitor’s Products

As a seller, one of the most critical aspects of your research should be competition. A competitive analysis enables you to understand what shoppers are looking for and how other brands are marketing those products on the marketplace. It also lets you target underserved markets within your niche. 

Competitor products are also loaded with potential keywords you might not have considered. While you need to generate unique and engaging content, it is vital to maintain competitive keyword targets. Competitive research reveals how your listing stacks up compared to others. You can make sure you have the necessary, standard elements for a listing in your category while also finding ways to stand out and set your brand apart.

Use Keyword Tools

Amazon is one of the most developed marketplaces globally, leaving room for many third-party developers to create methods of keyword research. Regardless of your chosen online marketplace, familiarize yourself with its third-party tools.

One such example, the AMZScout Keyword Research Tool, enables users to see sales potential. Your chosen tool should ideally have competitive information, other products that rank for the keyword, and adjacent targets. Amazon does have toolsets that are part of Seller Central; however, an outside perspective can be a game-changer.



If you want real growth from your Amazon brand, it’s vital to remain competitive and always target the right keywords. Relevance is an incredibly important factor for Amazon’s search algorithm, so be sure to perform consistent keyword research and optimize your listings regularly.


Thanks for sharing your keyword research tips, AMZScout!

Need help with your Amazon strategy, listing optimization, and more? Connect with us to learn how you can develop your brand and grow your Amazon sales with SupplyKick’s Agency or Wholesale partnerships.


SupplyKick Newsletter: Amazon Growth Strategies and News

Stay up to date with all things Amazon.

Sign up to receive our newsletter for growth strategies, important updates, inventory and policy changes, and best practices.