Amazon Keyword Research: The Ultimate Guide

Meta Description: New to selling on Amazon? Learn what Amazon keywords are, why they matter for the A10 algorithm, and how to do keyword research (tools, tips, and Amazon SEO). Optimize your listings and get more eyes on your products.

Introduction:
With millions of products on Amazon, how do you make sure customers find your listings? The answer lies in keywords. Amazon is essentially a search engine for shoppers, and using the right keywords can dramatically boost your product’s visibility. In this guide, we’ll demystify Amazon keyword research for beginners. You’ll learn what keywords are, why Amazon’s search algorithm (often called “A10”) cares about them, and a step-by-step approach to finding and using effective keywords. Let’s dive in!

What Are Amazon Keywords and Why Do They Matter?

Amazon keywords are the search terms that shoppers type into Amazon’s search bar to find products. For example, someone might search for “wireless earbuds” or “coffee travel mug.” Amazon then shows products that closely match those terms.

Using relevant keywords in your product listing is critical because it helps Amazon connect your item to what buyers are looking for. Good keyword optimization leads to:

Higher search ranking: Your product appears closer to the top of search results, making it more likely to be seen.
More traffic: The higher you rank, the more customers will click your listing.
Better ad efficiency: If your product organically ranks well for a keyword, you won’t have to rely as heavily on paid ads to get visibility for that term.

Think of keywords as the bridge between a customer’s search and your product. Without the right keywords, even a great product can remain invisible on Amazon.

The Amazon A10 Algorithm (Quick Overview)

Amazon’s search algorithm (nicknamed A10, as an evolution of the older A9) decides which products to show for a given search and in what order. While the exact formula is secret, a few key factors clearly influence ranking:

Relevance to the search term: Amazon wants to show products that match what the customer typed. That’s why it’s important to include the most important keywords (product name, type, characteristics) in your title and bullets – so Amazon knows your product is a strong match.
Sales history and conversion rate: Products that sell well for that keyword will tend to rank higher over time. If lots of people search “stainless steel water bottle” and often buy your bottle, Amazon will move your listing up. Likewise, if people click your listing but don’t buy (poor conversion), you may drop in rank.
Seller performance: Your overall account health matters a bit. If you consistently ship on time, get good seller feedback, and avoid policy violations, it creates a slight edge. Amazon is more likely to rank products from sellers it “trusts” to deliver a good experience.
External traffic and marketing: A10 seems to reward listings that drive traffic from outside Amazon. For example, if your product gets many buyers coming via a blog review or social media promo, that can boost ranking – it signals popularity.
Customer feedback (product reviews): Highly-rated products (fewer negative reviews) have an advantage. Amazon’s goal is to show items customers will be happy with, so a product with a 4.7-star rating is more likely to rank above one with 3.5 stars (all else being equal).

For you as a new seller, the main thing to focus on is relevance and conversion. Use keywords that precisely describe your product, and make sure your listing (title, images, price, etc.) is attractive enough to convert shoppers into buyers. That sets a foundation the algorithm can build on.

Short-Tail vs. Long-Tail Keywords

Not all keywords are created equal. They generally fall into two buckets:

Short-Tail Keywords: These are broad, 1-2 word terms. Examples: “headphones,” “coffee mug,” “blender.” They have high search volume but also a ton of competition. They can be harder to rank for because every seller in that category is targeting them. Also, they’re sometimes less specific – a customer searching “blender” might be window-shopping and not ready to buy yet.
Long-Tail Keywords: These are longer, more specific phrases, usually 3+ words. Examples: “wireless headphones for running,” “14 oz insulated coffee mug with lid.” Each long-tail keyword gets fewer searches per month than a short-tail, but the people searching are often more ready to purchase (because they know exactly what they want). Competition is usually lower too. By targeting many relevant long-tail keywords, you can accumulate a significant amount of traffic.

Strategy: As a new seller, definitely include the obvious short keywords for your product, but put a lot of effort into finding long-tail keywords. It’s often easier to rank on page 1 for “stainless steel toddler sippy cup 8 oz” than for “sippy cup.” And if someone searches that very specific term, they are quite likely to buy if your product fits.

Branded vs. Non-Branded Keywords

There’s also a distinction between branded and non-branded searches:

Branded keywords include a brand name (“Nike running shoes,” “Apple iPhone charger”). These are searched by customers looking for a specific brand’s product.
Non-branded keywords are generic (“men’s running shoes,” “fast phone charger for iPhone”). Customers searching these are open to any brand that fits the description.

If you’re selling well-known branded products (wholesale or resale), branded keywords will be important in your strategy. However, most new Amazon sellers launch their own private label products. In that case, initially nobody knows your brand name – so nearly all your keywords will be non-branded descriptive terms. Focus on those. Over time, as your brand becomes known, you might find people searching your brand name, and that’s great to track as well.

How to Do Amazon Keyword Research (Step by Step)

Ready to discover the best keywords for your product? Here’s how to go about it:

Understand your audience and product: Think about what words a customer would use to find your item. Put yourself in their shoes. If you sell a kitchen knife set, customers might search “kitchen knives,” “chef knife set,” or “best knife block.” Jot down all the basic terms that come to mind first.
Start with seed keywords: These are the 1-2 word core terms for your product. For a chef knife set example: “knife,” “knife set,” “kitchen knives,” “chef knife,” etc. You’ll expand from these seeds.
Expand your keyword list: Use multiple methods:
- Amazon Autocomplete: Go to Amazon’s search bar and type your seed words one by one, slowly. Amazon will drop down suggestions that are popular. For “knife set” you might see suggestions like “knife set with block,” “knife set stainless steel,” “knife set professional.” Write down relevant ones.
- Look at competitors: Click on the top sellers similar to your product. Read their titles and bullet points. They may use keywords you haven’t thought of (“santoku knife” or “German steel,” for example). Also scroll to the “Customers also search for” section on their listings if available – sometimes Amazon shows related searches there.
- Use a keyword research tool: There are specialized Amazon keyword tools (free and paid) like Helium 10, Jungle Scout, MerchantWords, etc. You can enter a seed term and they’ll give you a bunch of related keywords along with estimated search volumes. Even Amazon’s own advertising interface has a “keyword planner” tool (in the campaign setup) that can suggest terms. Use these to discover more variations. Don’t worry about getting super-accurate volume data – relative popularity (high/medium/low) is usually enough to decide if a keyword is worth targeting.
Evaluate and prioritize: You might end up with a long list of potential keywords. Now refine it:
- Eliminate the irrelevant: Make sure each keyword actually describes your product. If something only partially matches or could confuse buyers, drop it.
- Check popularity vs. competition: You want keywords people actually search for, but you also don’t want to target only ultra-competitive terms. A balanced mix is best. Use your intuition and any data you gathered. If a keyword’s volume is sky-high, know that many others are targeting it too. Include some big ones, but also plenty of moderate ones.
- Prioritize relevant, moderately popular keywords: Choose terms that clearly fit your product, have a solid number of searches (not necessarily the highest), and aren’t dominated by big-brand competition. A balanced mix of a few high-volume and many niche long-tail keywords works well.
Incorporate keywords into your listing: Now take your refined list and put it to work in your product listing:
- Title: This is the most critical place for keywords. Try to have your top one or two search terms in the title in a readable way. For example: “15-Piece Kitchen Knife Set with Block – Stainless Steel Chef Knives Set for Kitchen, Professional Knife Set with Scissors and Sharpener.”
- Bullet Points: These are great for including secondary keywords while describing features. For instance, one bullet could mention “dishwasher safe knives for easy clean-up,” another could say “perfect cutlery set gift for new homeowners,” etc. You’re blending in keywords with useful info.
- Product Description: Include any other relevant terms naturally in the paragraph description. Even though many shoppers don’t read the full description, Amazon’s algorithm indexes it for keywords. Keep it readable and informative—don’t just stuff keywords.
- Backend Search Terms: In Seller Central (under the keywords section of your listing edit page), there’s a field for search terms (sometimes called generic keywords). Here you can add words that you didn’t fit elsewhere. You don’t need to repeat words that are already in your title/bullets. Use this for synonyms, alternate names, abbreviations, and common misspellings. For example, if your title says “USB Charger,” you might put “Universal Serial Bus charger” or common misspellings of your brand/product here.
Monitor and adjust: After your listing is live with the new keywords, give it some time and then check how it’s doing. You can use Amazon’s Search Query Performance dashboard or a third-party tracking tool to see if your organic ranking for certain keywords is improving. If you notice you’re not moving up at all for a keyword, it might be too competitive or not as relevant as you thought. On the other hand, if you start making sales from keywords you hadn’t considered, add those to your listing if they aren’t already there. Also, over time new search trends emerge – so every few months, revisit steps 2-5 to see if you can expand or fine-tune your keywords.

Common Mistakes to Avoid

Only using super broad keywords: It’s important to include generic terms, but if your whole strategy is targeting one-word keywords, you’re likely missing out. Broad terms have lots of competition and sometimes unclear intent. Balance them with specific terms that attract serious buyers.
Keyword stuffing your title: Don’t just jam every keyword into the title separated by commas. Amazon wants titles to be readable. And customers definitely prefer clear titles. There’s no need to repeat a keyword in your title either – it doesn’t help ranking and wastes space. Aim for a title that reads naturally and contains the core keywords.
Ignoring the backend fields: Many beginners fill out the title and bullets and forget the search terms field in the backend. That’s potentially hundreds of characters worth of keywords you’re not using! Make sure to utilize that space for extra relevant terms (just avoid prohibited terms).
Setting and forgetting: The world (and Amazon’s marketplace) changes. Seasonality, new slang, new competing products – all can influence search behavior. Maybe “eco-friendly” becomes a hot keyword one year, or a new product type creates a keyword like “AirTag holder” that didn’t exist before. If you never update your listing, you can miss out. Revisit your keywords periodically and adjust to new trends or data.
Neglecting conversion factors: This is a bit tangential, but remember that getting people to your listing is half the battle. Once they’re there, you need to convert them to buyers. If you draw in a ton of clicks but no one buys (perhaps because your price is too high or your reviews are poor), it can hurt your ranking. Make sure your product photos, pricing, and reviews are competitive for the keywords you’re targeting. In short: don’t attract shoppers with “bargain kitchen knife set” if you’re selling a premium-priced product – you’ll just get clicks but no sales. Align your keywords with your product’s value proposition.

Key Takeaways

Amazon keyword research might seem complex, but it boils down to understanding what words your customers use and making sure your listing includes those words. Start with the most relevant terms for your product, use tools and research to expand that list, and integrate the keywords thoughtfully into your title, bullets, and backend. By doing this, you help Amazon’s A10 algorithm see that your product is exactly what the shopper is looking for, which in turn boosts your visibility.

Keep an eye on performance and stay flexible – you might need to tweak your keywords as you gather more data or as market trends change. When you get the keyword part right, you’ll drive more organic traffic. Combine that with a great product and great reviews, and you have a strong recipe for success on Amazon.

Speaking of reviews, remember that attracting traffic is just step one – converting that traffic into sales requires maintaining a good reputation. High ratings and positive reviews will improve your conversion rates and even your search rankings. If unfair or fake negative reviews are dragging down performance, Review Magic can help. We submit policy‑cited, Amazon‑compliant appeals and only charge after a successful removal. Better reviews mean higher conversion—making all your keyword work pay off.

Explore how review improvements influence revenue: ROI Calculator · Or get started on autopilot: Review Magic Homepage

With Review Magic, you only pay when reviews are successfully removed.