Amazon Keyword Research: A Detailed Guide

Amazon keyword research is a critical step for any seller looking to succeed on Amazon. Whether you’re just starting to sell or already have an established Amazon store, understanding how to identify the right keywords for your products can significantly impact your visibility and sales. We’ll learn how to find the best keywords for your Amazon listings, even if you’re not yet selling. We’ll also cover how to find keywords if you’re already selling and advertising on Amazon. While we’ll focus on Helium 10 as a case study, we’ll also mention other useful tools available to Amazon sellers and discuss how to track keywords effectively.

Doing Amazon Keyword Research Before You Start Selling On Amazon

If you’re not selling on Amazon yet but have a product ready for launch, keyword research should be one of your first priorities. Here’s how you can go about it:

Start With a General Idea of Your Product

Before diving into tools like Helium 10, start by identifying your product’s key features and benefits. Ask yourself:

• What problem does your product solve?
• What category does it fall into?
• What is its unique selling proposition?

For example, if you’re selling a set of stainless steel straws, the key attributes could be “eco-friendly,” “reusable,” “stainless steel,” and “durable.”

Use Helium 10’s Keyword Research Tools

Helium 10 offers a variety of tools designed to help you identify relevant keywords for your product. Here’s how you can use them:

• Magnet: Magnet is Helium 10’s keyword research tool. It allows you to input a seed keyword related to your product (e.g., “stainless steel straws”) and generates a list of related keywords. You can filter these results by search volume, competition, and relevance. This will help you find high-volume keywords that are most likely to drive traffic.
• Cerebro: Once you’ve identified a few potential keywords, you can use Helium 10’s Cerebro tool to reverse-engineer your competitors’ keywords. Simply input the ASIN (Amazon Standard Identification Number) of a similar product, and Cerebro will show you the keywords that are driving traffic to that product. This is a great way to discover keywords that might not have shown up in your initial search.

Utilize Amazon’s Search Bar and Auto-Suggest Feature

You don’t need to rely solely on third-party tools. Amazon’s own search bar can provide valuable keyword insights. Start typing a broad keyword related to your product, and Amazon will auto-suggest a list of phrases that people commonly search for. This can help you identify high-demand keywords for your product.

Check Out Competitors’ Listings

Take a look at listings for similar products on Amazon. Check out the titles, bullet points, and descriptions to get a sense of what keywords competitors are using. While this isn’t as data-driven as using a tool like Helium 10, it’s a quick way to identify some of the most important keywords for your product category.

Understand Keyword Intent

When conducting keyword research, consider the search intent behind the keywords. Shoppers use Amazon’s search bar with different intents, and targeting the right type of keywords is crucial for sales success:

• Transactional keywords (e.g., “buy stainless steel straws”) indicate a buyer is ready to purchase.
• Informational keywords (e.g., “how to use stainless steel straws”) could show interest in learning more about the product but may not lead to an immediate sale.

Targeting a combination of both types can help you attract customers in different stages of their buying journey.

Backend Keywords

In addition to front-end optimization (title, bullet points, and description), don’t overlook backend keywords. These hidden keywords can be added to your Amazon listing to improve discoverability. They allow you to target additional keywords that may not naturally fit within your product listing but still help you rank for relevant search terms.

Consider Localized Keywords

If you plan on selling internationally, take note of localized keywords. Search habits and terminology may vary from region to region. For example, “stainless steel straws” in the U.S. may be searched differently in the UK or Germany. Research the local terms and adjust your keyword strategy accordingly.

Finding Keywords When You’re Already Selling on Amazon

If you’re already selling on Amazon and running ads, keyword research becomes a bit more refined. You can use the data you’ve already collected to optimize your listings and drive more relevant traffic. Here’s how you can find new keywords when you’re already established on Amazon:

Use Helium 10’s Keyword Tracker

Helium 10’s Keyword Tracker allows you to monitor your rankings for specific keywords over time. This is especially useful for tracking how well your listings rank for certain keywords. To find new opportunities, look for keywords where you’re ranking lower but could improve your position with a little more effort. This could include adding the keyword to your title or enhancing your product description to better target it.

Analyze Your Amazon Advertising Campaigns

If you’re running Amazon PPC ads, you have a wealth of keyword data that can help you refine your keyword strategy:

• Search Term Report: Download your search term report from Amazon’s advertising dashboard. This report shows you the actual search terms that triggered your ads. From here, you can identify new keywords that may be worth adding to your campaigns or product listings. Look for keywords with a high conversion rate and low cost-per-click (CPC) as these are the terms driving the most profitable traffic.
• Campaign Performance: Examine your sponsored products campaigns. Focus on high-performing keywords and adjust your bids to increase their visibility. You might also discover new long-tail keywords that were previously underutilized.

Use Competitor Data

Just like when you’re starting out, you can use tools like Cerebro to track your competitors’ keywords. But when you’re already selling on Amazon, you can take this further. By analyzing the keywords driving traffic to your competitors’ listings, you can uncover additional opportunities to increase your market share.

Focus on Long-Tail Keywords

As your Amazon business grows, you’ll find that targeting highly competitive short-tail keywords (like “stainless steel straws”) may be difficult and expensive. Instead, focus on long-tail keywords, which are longer and more specific keyword phrases (e.g., “reusable stainless steel straws for kids”). These keywords tend to have lower competition, making them easier to rank for, and they often convert better because they are highly specific.

A/B Testing Keyword Elements

Consider A/B testing different variations of your product listing’s keyword-driven elements like titles, bullet points, or descriptions. By testing different keywords in each section, you can see what resonates best with your audience and ultimately leads to higher conversion rates.

Tracking Your Keywords

Whether you’re just starting out or already have a few months of data, tracking your keywords is crucial to understanding how well your products are performing and identifying areas for improvement. Here’s how to effectively track your keywords:

Helium 10’s Keyword Tracker

Helium 10’s Keyword Tracker is an excellent tool for monitoring how your keywords perform on Amazon. Set up the tool to track your primary target keywords over time, and you’ll receive updates on your ranking for each keyword. This allows you to identify trends and adjust your strategy accordingly.

Amazon Brand Analytics (for Brand Registered Sellers)

If you’re a Brand Registered seller, you have access to Amazon Brand Analytics, which provides valuable insights into customer search behavior. You can use this tool to track keyword performance, understand how often specific terms are searched, and learn about competing products. It’s a great way to refine your keyword strategy and improve your organic ranking.

Google Analytics (for External Traffic)

If you’re driving external traffic to your Amazon listings through social media, email marketing, or other channels, you can use Google Analytics to track how these visitors behave on your Amazon product pages. By understanding which external keywords are most effective, you can fine-tune your Amazon listings and ad campaigns.

PPC Reporting and Adjustments

Constantly evaluate your PPC campaigns. If you’re running Amazon ads, ensure that you’re regularly reviewing your performance data. For underperforming keywords, you may want to adjust bids, add negative keywords to filter out irrelevant traffic, or refine your listings to better match the search intent behind these keywords.

Keyword Trends

Stay updated on keyword trends, especially for seasonal products. Using tools like Google Trends or Amazon’s Seasonal Keyword Trends can help you anticipate changes in demand. Adjust your keyword strategy ahead of key shopping events like Black Friday, Prime Day, and the holidays to ensure your products are visible when demand spikes.

Amazon Keyword Research Tools

While Helium 10 is a comprehensive tool, there are other options available that may suit your needs:

• Jungle Scout: Jungle Scout offers keyword suggestions, competitor analysis, and sales data, helping you uncover the best keywords for your product.
• AMZScout: Known for its user-friendly interface, AMZScout offers keyword research and tracking at an affordable price.
• MerchantWords: MerchantWords provides keyword insights based on Amazon search data, allowing you to track keyword volume and competition.

Bonus Chapter: Leveraging Amazon’s Rufus AI Assistant for Smarter Keyword Research

Amazon’s Rufus AI assistant is an innovative tool designed to help sellers optimize their listings and drive more targeted traffic to their products. As AI continues to transform eCommerce, Rufus stands out by providing data-driven insights directly from Amazon’s vast marketplace. Here’s how you can leverage Rufus AI for smarter keyword research and listing optimization.

What is Rufus AI?

Rufus is an AI-powered shopping assistant built into Amazon. It analyzes a brand’s product listings, reviews, and competitor data to offer keyword suggestions and optimize listings for better discoverability. Rufus uses Amazon’s own search engine data to provide real-time, actionable insights for sellers.

How Rufus AI Enhances Keyword Research

• Automated Keyword Suggestions: Rufus uses deep learning algorithms to recommend high-performance keywords based on current search trends within Amazon’s ecosystem. Unlike traditional keyword research tools, Rufus analyzes the marketplace’s real-time data to help you stay ahead of the competition.
• Optimized Product Listings: Rufus doesn’t just suggest keywords—it can also recommend adjustments to your product titles, descriptions, and bullet points to ensure they are fully optimized. This feature can save you valuable time by automating listing improvements without manual effort.
• Relevancy-Focused: The AI assistant ensures that keywords suggested are highly relevant to your product, enhancing your chances of ranking for terms that are both high in search volume and likely to convert into sales.

Integrating Rufus with Your Existing Strategy

While tools like Helium 10 and Jungle Scout are great for detailed, manual keyword research, Rufus AI can act as a real-time, automated assistant. It can provide ongoing insights, suggesting keywords and optimizations that reflect current trends on Amazon.

For brands already running Amazon PPC campaigns, Rufus can be incredibly helpful. By providing keyword suggestions that align with Amazon’s internal data, Rufus helps ensure that your ads are targeting the most relevant terms, ultimately improving your return on ad spend (ROAS).

Why Use Rufus AI?

Rufus AI is ideal for sellers looking for an integrated, hassle-free approach to keyword research and listing optimization. Its ability to learn from Amazon’s own search engine data and automatically suggest actionable keywords sets it apart from traditional tools. Whether you’re a new seller or an established brand, Rufus can help streamline your Amazon marketing strategy, ensuring your products stand out in a crowded marketplace.

Incorporating Rufus AI into your keyword strategy can help you save time, improve your Amazon listings, and stay competitive by tapping into the vast data Amazon already collects. By combining Rufus with your existing keyword research tools, you’ll be better equipped to capture high-converting traffic and grow your Amazon business more efficiently.

Keep Improving and Stay Ahead of the Competition

Effective keyword research and tracking are vital for success on Amazon. Whether you’re launching a new product or have an established presence, choosing the right keywords can significantly boost your visibility, sales, and profits. Tools like Helium 10, combined with Amazon’s internal data and competitor insights, provide powerful resources to fine-tune your keyword strategy. By continually tracking performance, adjusting campaigns, and optimizing listings, you’ll be able to stay ahead of the competition and attract more qualified traffic to your Amazon store.

If you need help optimizing your Amazon keyword research strategy, Blue Amber Digital offers expert services in Amazon PPC and product listing optimization. Contact us today to learn how we can help your business thrive on Amazon!