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Amazon Keyword Research: A Beginner’s Guide To Finding Profitable Keywords

This is a guest post from Michael Folling. Michael is the founder of Limitless Designs and author of 101 eCommerce Tips. He enjoys building brands and writing about eCommerce. Follow him on Twitter to chat about eCommerce.

Does the thought of doing keyword research make your head spin?

With everything that goes into launching a new product on Amazon, it can be tempting to skip the keyword research process. Fortunately, keyword research isn’t that hard. In just a few steps you can lay the foundation to get more sales for your Amazon product listings.

In the following paragraphs I’m going to share with you 4 tips and best practices that will show you how to do Amazon keyword research. You’ll learn how to find profitable keywords that will help you write better product descriptions and create profitable Amazon ad campaigns.

In this blog post I’ll discuss:

  • How to use third party data to discover relevant keywords
  • Where to get ideas from your competitors’ customers
  • How to identify keywords that are more likely to result in sales

Keep reading to learn a simple set of steps you can follow to find profitable keywords each time you list a new product on Amazon.

Why Does Keyword Research Matter?

Besides being an eCommerce website, Amazon is also a powerful search engine. In fact, Amazon recently surpassed Google in the number of product searches it receives.

This means that more consumers are going to Amazon than Google to do their product research. Just like Google, Amazon’s goal is to display the most relevant results so their visitors have a great experience, and ultimately make a purchase.

For that reason, it’s important to identify which keywords will help Amazon deliver a great experience for their customers.

When you identify relevant keywords you can use them in your product descriptions to write content that resonates with potential customers, and you can use them to bid on when you set up an Amazon Sponsored Products campaign.

To help you find the most relevant (and profitable) keywords on Amazon follow the tips below.

1) Use Amazon’s Search Field

Amazon’s search field is similar to Google’s in the sense that it predicts what you’re searching for based on the words you have already typed, and suggests search terms based on what other Amazon customers have searched for.

To get ideas for keywords to use, enter a generic keyword related to your product into their search field and look at the results to see if Amazon suggests any keywords you haven’t thought of yet.

Here’s an example of the keyword terms that Amazon auto-suggests when you type in “cat hats.”

2) Look At Third Party Data

If you’re selling directly to consumers on your own eCommerce website then you should already have some data to give you insight into what keywords people search for to find your products, and which keywords convert best.


To find out which keywords customers search for to find the products on your website, use a service like Ahrefs to see which keywords your product pages are ranking for.

Use their “Organic Keywords” feature and sort by “Volume” to identify the keywords that people search for most often.

Google Ads

While traffic is great, conversions are better. So if you run Google Ads to your website log into your account and view the keywords in your campaign then sort by conversions to see which keywords result in the most sales for your eCommerce business.

Amazon Seller Central

If you’re not already running ads with Amazon’s Sponsored Products, you should be. Not only does advertising help create a flywheel effect for your eCommerce business, it will help you quickly gather data about what keywords convert best.

This helpful blog post from Jungle Scout explains how to download a list of the search queries which triggered your ads and resulted in sales from within your Seller Central account.

While there are a ton of software products and tools out there that will help you find profitable keywords on Amazon, the ones I’ve mentioned above are the easiest and most accurate way to find great keywords in my opinion.

3) Read Customer Reviews

This is a super low-tech way to find profitable keywords, but it might be my favorite way to do keyword research.

When customers write reviews about products they’ve purchased they often share their pain points and talk about the problems the product did or didn’t solve.

Here’s an example of a customer review for a potato peeler. Notice that the customer mentioned “hand pain.” This could be an example of a keyword that you might not have thought of until you learned why customers might be in the market for a new potato peeler.

By reading customer reviews from similar products as yours you’ll begin to see patterns and notice customers using the same language over and over again. This is what you’re looking for!

Make a note of keywords or phrases that you see often, then use them in your product descriptions or bid on them in an Amazon Sponsored Products campaign.

4) Search Intent

Finally, when doing keyword research you should make sure to focus on the search intent of the keywords you pick.

Many marketers make the mistake of choosing keywords based on their search volume, but in eCommerce it’s purchase intent that really matters.

So, what’s purchase intent? Ahrefs does a great job of explaining search intent in general but purchase intent is essentially the likelihood that the person searching is in “buying mode.”

When you identify keywords that have a high purchase intent you can focus your efforts on the keywords that are more likely to result in sales so you can get the best return on investment for your efforts.


That’s it! Amazon keyword research doesn’t have to be hard.

The tips I mentioned above shouldn’t take longer than an hour and I guarantee you’ll find some keywords which will make the entire process worth it.

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