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Amazon Reverse ASIN: Competitor Keyword Research Strategy

This is a guest post from SellerApp Marketing Manager Arishekar N. Arishekar has been working with SellerApp for over two years. He specializes in keyword optimization for search engines. His areas of expertise include enhancing the organic ranking of webpages, amazon listing on search engines with innovative SEO strategies and online promotions.

Amazon keyword research is undoubtedly among the most important aspects of starting and running a thriving business on Amazon. After all, you need to incorporate the relevant set of product keywords into your listings so that customers can find your product on the marketplace. Additionally, from an Amazon SEO perspective, it is vital to add these keywords to your product title, description and bullet points so that the A9 algorithm can match and rank your listings accordingly.

There are many strategies to go about finding Amazon product keywords, and among the most popular strategy is the reverse ASIN lookup. At its very core, it involves taking a competitor’s listing and analyzing it for the top-performing keywords associated with your product. These are the keywords for which your competitors’ listing is indexed, that is, it is showing up in the Amazon search results.

Compare these keywords with the ones you gathered during your keyword research. If you find a lot of overlap, it’s good news as it implies that you did a fantastic job of collecting all the pertinent keywords for your products. On the other hand, if your competitor has used a lot of keywords that you missed out on, it is time to crank up the gear and re-work your product listing!

Amazon Reverse ASIN – The Correct Way

The most common approach is to simply pick a reverse ASIN tool, enter the competitor’s product ASIN and hit enter. You will get all the keywords they are using, along with potential cost-per-click and search volume.

But then, if you have a lot of competitors for your product – a situation that you should ideally avoid, how do you streamline the process of collecting your top rivals’ keywords?

Here’s your answer: SellerApp’s Powerful Reverse ASIN Tool. But don’t take our word for it – see it for yourself!

Right off the bat, you can compare up to five competitor ASINs with each other. Or, you can pick your primary product ASIN and compare it with a maximum of four ASINs of your rivals – the choice is yours.

Main ASIN comparison with four rival ASINs
Main ASIN comparison with four rival ASINs

After you have entered the ASINs you want to compare, the next step is to analyze the results. Luckily, SellerApp’s interface is straightforward to use and does the job for you. You can view the relevancy score (how relevant the keywords are to the product), search volume and CPC bid amount for all keywords used by your competitors in their product listing.

But more than that, you can find out which keywords are common in all the listings with a simple switch option, next to the ASIN.

‘Clasp bracelet watch’ is a keyword common in all five listings
‘Clasp bracelet watch’ is a keyword common in all five listings

Similarly, you can use the switch option to find out which keywords are exclusive only to specific listings.

‘Stainless steel man bracelet’ is used only by two listings
‘Stainless steel man bracelet’ is used only by two listings

To make things more convenient, you can also track these keywords and observe their position and rank in the search results. With that, you have the option to export these keywords into an excel sheet for future use!

Track, export, copy, and work with the keywords seamlessly
Track, export, copy, and work with the keywords seamlessly

With all the keywords used by your competitors right in the palm of your hands, there is no limit to what you can do to achieve supercharged sales. You know what’s giving the edge to your rivals – it is now time to implement the same in your business.

Launch PPC campaigns, optimize your listings, and create targeted advertisements – let’s take a look at some of the most common strategies that can help you elevate your sales with reverse ASIN.

How to Make the Most of SellerApp’s Reverse ASIN Feature

At this point, you know the optimum way to gather the keywords used by competing ASINs. But before that, there is one important thing we need to address: how do you find these competing products? With millions of products on the Amazon marketplace of which, a few hundred will be your rivals, it is highly impractical to go after all of them.

In such a scenario, the first thing you need to do is find the top Amazon ASINs which are in direct competition with your products.

Start with Competitor Analysis

Before starting your Amazon business or even signing up for the marketplace, you should make it a point to figure out your competition and understand them thoroughly. This will save you from committing many costly mistakes, including choosing a product that is a part of an overly-saturated market. After all, you don’t want to compete with hundreds of different sellers who are already dominating the prime positions in the Amazon search results.

As you may have guessed by now, the idea is to pick a product with low to medium competition. Once you have that, go after the top-selling products. You can find this data easily with the help of an Amazon product research tool, that will tell you about the past trends like sales history, order history, revenues, BSR, et cetera.

Selling an average of 160 units per day, this product is at the top of its game in the niche
Selling an average of 160 units per day, this product is at the top of its game in the niche

Since these products are selling the most and are pretty much dominating the market, it stands to reason that their respective listings are optimized with all the relevant, top keywords. This is where you go hunting for the search queries. Chances are these top-selling products collectively hold all the keywords, their variations, and search queries used by the people to find these products on Amazon.

Complement the Research with Amazon Keyword Tool

A powerful Amazon keyword research tool will make a massive difference in the way you approach the tedious task of collecting keywords for your products. With the help of a keyword software like SellerApp, you won’t have to look at any other source to find the keywords related to your items on Amazon.

However, it wouldn’t hurt to cast a wider net and look at as many different options as possible. There will be a lot of overlap, but then, you may also run into queries that you didn’t think of before. Of course, you need to match these keywords against relevancy and search volume so that you know you are putting your efforts in the right direction.

Optimize your Product Listing

This step is incredibly important, and we cannot emphasize it enough. All the efforts and hours you put into gathering the keywords need to be directed towards optimizing your listing and boosting your overall visibility on Amazon. When this happens, people will notice your products more and consequently; it will lead to improved brand awareness. This sets up the foundation for landing traffic and conversions.

The ideal way to go about it is by incorporating the main product keyword to your title and adding its variations and other keywords to the product description and bullet points. At the same time, care must be taken to not overstuff these texts with a lot of keywords as it may give it an unnatural feel.

A good product listing is compelling and descriptive such that it makes the customer buy the product right there and then. From an Amazon SEO perspective too, it needs to be spot on. In addition to the keywords, the listing needs to be optimized with high-quality product images, competitive pricing and reviews, and customer-friendly shipping options.

Work with PPC Campaigns

Armed with an arsenal of powerful Amazon keywords and optimized listings, you are now ready to launch PPC campaigns. Initially, start with automated campaigns to let Amazon’s algorithms scour the listings on your behalf to find keywords that appeal to customers. Once you find these keywords, add them to the relevant ones gathered from your competitor and put them into manual campaigns.

As you get comfortable with these PPC campaigns, you can look into advanced Amazon advertisement strategies for better results. For instance, you can target the top-selling ASINs of your rivals and have your product ad shown specifically on their listings through the Product Targeting Feature released by Amazon.

Similarly, with the help of reverse ASIN lookup, you can outbid your rivals to dominate prime real estate in the Amazon SERP.

Parting Thoughts

Reverse ASIN is an incredibly powerful feature, but for it to work superbly and deliver the best results for your business, you need to target those ASINs that are in direct competition with your products. You should also take care to go after only those keywords and search queries that are relevant to your products; otherwise, it will, most likely, to lead to low CTR and conversions.

Remember, you will still need a powerful tool like SellerApp to help you achieve these goals. The best part – you will get assistance not only with keyword research but with every other aspect of your Amazon business. Scale your business to new heights and discover new opportunities, all with the help of data-driven analytics.

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