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Amazon Keyword Research: An In-Depth Guide
Amazon SEO
min read

Not sure where to start with keyword research? We're here to help!

Amazon Keyword Research: An In-Depth Guide
Julia Grant

March 21, 2022

One of the most important things you can do to ensure success with your Amazon store is getting your keywords right. If you don’t do this, your listing will not fare well in the algorithms and won’t be able to get you the kind of conversion rates you need for success. 


Amazon does not give away any secrets to their algorithm, much to our dismay. However, they have let us in on a secret: conversions play a big role. Amazon is always working to ensure their customers are buying more and finding what they want to buy easier. So it follows that listings that are easy to find by customers looking for that product will do better in the algorithms.

This is where keyword research comes into play. Let’s unpack just what this process entails.

GIF of a digital box being unpacked.
Source: Giphy

The Ultimate Process of Amazon Keyword Research

Keyword research is the process of finding which terms are relevant to your product and how to use them in your listing to ensure maximized traffic. Here are the steps you should take if you are performing your own keyword research.

1. Find Your Main Keywords

Your first step in keyword research is to find your primary set of keywords. These are the search terms that apply specifically to your product and will be used the majority of the time by shoppers trying to find your offering. Generally speaking, you will have up to five main keywords in this list. 

For example, if you are selling a vegetable slicer. Your main keywords would include vegetable slicer, but you may also include the terms chopper, dicer, cutter, or mandoline (depending on your product of course).

Picture of a Fullstar Vegetable Chopper on Amazon.

This top-ranking vegetable chopper that has achieved best-seller status includes multiple keywords like this with good search volume. See their use of chopper, slicer, dicer, and cutter - all primary keywords to ensure they catch the maximum number of customers using the most popular search terms for products like this.

Many times finding your keywords is as simple as describing your product as simple as possible and searching similar products on the Amazon keyword search tool (search bar) for inspiration. You can also perform a reverse ASIN lookup to see what keywords your competitors are using. This can be a helpful way to find your primary keywords as well.

2. Create a List of Additional Keywords

These main keywords are just the start! There are many more keywords you can use to help fill out your listing (long-tail keywords, and short-tail keywords) to get the most traffic on your page as you possibly can. If your budget is low, you can do this by performing your own Amazon keywords research via the search bar (type in your item and see what other words come up), or use a free Amazon keyword tool but this will inevitably yield incomplete results. 

In order to get the kind of comprehensive keyword list you need, you must rely on keyword research tools or websites to help you out. Some of these include:

You want a good mix of search terms with good search volumes. Don’t only go for those that are high traffic and high competition, but also add in some terms that are high traffic with lower competition and medium traffic with low competition. This helps keep your listing balanced and competitive. 

GIF of a man saying "perfect balance".
Source: Giphy

The difficulty with this process is that it requires you to pay for one or more SEO or Amazon keyword research tool, unlike free tools. Many of these require annual payments rather than smaller, monthly fees. Because of this, you may be better off working with an agency that already has access to these tools and has the skill set to mine through the available data and find exactly what you’re looking for. That way, you can only pay when you need it and don’t have to get stuck in endless payments.  

3. Fill Out Your Listing 100%

Once you have all your keywords, it’s time to get started on your listing. Your goal is to write a title, bullet points, and description that all use these keywords - while maintaining a natural feel. You only have a little bit of space and you want to fill it as completely as possible with keywords that will help you rank well. However, you won’t end up converting well if your listings sound like a long list of keywords.

Keep your title as informative as it needs to be and as short as it can be. You don’t need to include a long list of extra words in your title just to fill it with keywords. In some cases this can work well, depending on the competition. However, much of the time your listing ends up looking like you were desperately trying to hack the algorithm (ie, you’re not as smooth as you think you are). 

GIF of a man with his hand on a car sliding away saying "smooth".
Source: Giphy

When it comes to your description and bullet points, write clear and well thought out descriptions that accurately describe your product, and try to include keywords all throughout. It is vital that these keywords sound natural. This description for a dog bed is filled with great keywords and still flows well!

An example of a good Amazon description for a dog bed.
Source: Amazon

Another place to put your keywords is in the backend keywords. This is a great place to add in misspellings as well, which can frequently rank fairly highly. You don’t want to include misspellings within your actual listing, but here in the backend data it only helps with staying on top of search results and search engines.

Where to insert backend keywords on your Amazon listing.

Don’t Forget to Update Your Listing

Popular search terms change! You cannot simply complete this keyword research, fill out your listing with relevant keywords, and then move on. Come back to this process every few weeks to ensure that you are updating your keywords as necessary and taking full advantage of good search engine optimization. 

Staying relevant is the key to success when it comes to selling online (not just on Amazon) - so don’t let yourself get away with the old keyword phrase. Keep researching and keep updating your listing to stay relevant!


Keyword research is one of the most important things you can master as an Amazon seller. Be sure to follow these tips and fill your listing with words that will get you amazing organic traffic and maximize your conversion rates. If you need help - EcomHub is here to get you started with our Keyword Research Team!

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Amazon Keyword Research: An In-Depth Guide

Julia Grant

Julia Grant is a copywriter specializing in e-commerce and small business, helping businesses expand their reach with copy that clearly communicates their message and converts. She is a certified translator and interpreter and prides herself on providing culturally relevant content in both English and Spanish.

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