What is keyword research on Amazon? How do Amazon Sellers perform keyword research?

If you’re selling on Amazon now or are launching soon on Amazon, you need to learn what keyword research is to take the SEO (Search Engine Optimization) of your products to the next level.

Amazon keywords are different phrases that customers use to find products on Amazon’s search. “Christmas Tree” would be an example of one of those phrases. In order to find what customers are searching for, you have 2 options: A. Find a phrase that you already know and find similar terms B. find a product and find what customers are using to find that product.

Our preferred Keyword Research tool for Amazon is Helium10.

Option A: Find a phrase that you already know and find similar terms. Let’s use “Christmas Tree” and find similar phrases that may be applicable. In Helium10, we are going to use the tool Magnet. Here, we can find all of the phrases that are similar to or contain “Christmas Tree”. We can use this in order to figure out what customers search for so that we can put the applicable keywords in our product’s title, bullet points, description, and search terms.

Option B: find a product and find what customers are using to find that product.

If I search for “Christmas Tree”, I can find competitors to figure out what keywords customers are using to find those products. Once I find the product that I want to look at, I will go to the URL of the product page and find the numbers and letters after “/dp”. In this case, that is “B01L9X99GC” which is its ASIN (Amazon’s identifier on its platform). We will take this and head over to Helium 10’s Cerebro tool.

Here, we can find other similar competitors or the keywords that customers are using to find the product. We will select “Get Keywords” and will be provided with all of the keywords that customers use to find this product. We can use this in order to figure out what customers search for so that we can put the applicable keywords in our own product’s title, bullet points, description, and search terms.

Bonus points: How to Get Your Product To Show Up on a Keyword

If you want your product to show up on “Christmas Tree”, you will need the words “Christmas” and “Tree” on your listing either in the title, bullet points or in the backend search terms. Sometimes, you don’t need both words, but can pay for Amazon advertising to help show you to customers on that phrase.

The more often someone buys your product via finding you from searching the phrase “Christmas Tree”, the easier it is for more customers to find you using the phrase “Christmas Tree” in their search.

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