Keyword research techniques for Amazon sellers

TL;DR

• Use Amazon autocomplete to find real-time trending search terms.

• Analyze competitor listings to uncover high-ranking keywords.

• Extract data from Amazon search term reports for better targeting.

• Leverage Amazon Brand Analytics to refine keyword strategy.

• Run Amazon PPC auto campaigns to discover converting keywords.

• Use reverse ASIN lookup to track competitor keyword rankings.

Success on Amazon starts with visibility, and visibility starts with the right keywords. Shoppers don’t scroll endlessly—they type in a search, scan the results, and click what stands out. If your listing isn’t optimized for the right search terms, it won’t get seen, no matter how great your product is. Effective keyword research isn’t just about volume; it’s about relevance, competition, and intent. This guide breaks down practical techniques to find high-impact keywords that help your product rank and convert.

Importance of keyword research on Amazon

Keyword research is essential for Amazon's success. It helps sellers reach the right customers and increase sales. Here’s why it matters:

• Better visibility – Keywords help products appear in relevant searches. The right keywords improve rankings and attract more buyers.

• Higher sales – When customers find what they need quickly, they are more likely to buy. Using the right keywords ensures the right audience sees your product.

• Competitive advantage – Many sellers compete for attention. Strong keyword research helps you stand out and attract more clicks.

• Relevant traffic – Keywords help filter the right audience. Targeting specific terms ensures that shoppers interested in your product find it easily.

• Optimized ads – Amazon ads rely on keywords. Using the best-performing keywords improves ad efficiency and reduces wasted spend.

• Improved conversions – The right keywords bring in buyers, not just browsers. This leads to more purchases and better conversion rates.

Investing time in keyword research ensures that your product reaches the right audience, leading to more visibility, higher sales, and stronger brand growth on Amazon.

Different techniques of keyword research

#1: Use Amazon autocomplete to find popular search terms

Amazon’s autocomplete feature helps sellers discover real-time search trends. As customers type, Amazon suggests popular search terms. These suggestions are based on actual shopping behavior, making them a valuable source of high-traffic keywords.

How to use Amazon autocomplete for keyword research:

• Type a broad product keyword and note the suggested phrases.

• Experiment with different variations and product-related terms.

• Look for long-tail keywords that indicate specific buyer intent.

• Refresh searches regularly to track changing trends.

Why it matters:

• Identifies high-demand search terms.

• Helps optimize listings with relevant keywords.

• Improves organic ranking by aligning with real customer searches.

An Amazon keyword ranking service can further refine these findings, ensuring the best keywords are integrated into listings for maximum visibility.

#2: Analyzing competitor listings for high-ranking keywords

Competitor listings are a goldmine for keyword research. Successful listings already rank well, meaning they use high-performing keywords. By analyzing them, sellers can identify what works and improve their product visibility.

How to analyze competitor listings:

• Look at top-ranking products in your category.

• Identify frequently used keywords in titles, bullet points, and descriptions.

• Pay attention to customer Q&A and reviews for additional keyword insights.

• Compare multiple listings to find common keyword patterns.

Why it matters:

• Saves time by leveraging proven keywords.

• Helps improve search ranking and visibility.

• Offers insight into keyword trends within your niche.

Many Amazon SEO experts use this method to refine listing optimization and improve organic reach.

#3: Extract keywords from Amazon search term reports

Amazon search term reports provide valuable insights into how customers find your products. These reports show which keywords drive clicks and conversions, making them essential for fine-tuning your strategy.

How to use search term reports:

• Access reports in Seller Central under advertising reports.

• Identify the most clicked and converted keywords.

• Look for underperforming keywords and adjust ad spend.

• Use high-performing terms in listings to improve organic ranking.

Why it matters:

• Reveals actual search behavior and keyword performance.

• Helps optimize both organic and paid strategies.

• Reduces wasted ad spend by focusing on converting keywords.

This data-driven approach ensures your listings stay competitive and rank for the right searches.

#4: Leveraging Amazon brand analytics

Amazon Brand Analytics (ABA) is an exclusive tool for brand-registered sellers. It provides detailed insights into customer search trends, competitor performance, and keyword effectiveness.

How to use Amazon Brand Analytics:

• Access the Search Term Report to see high-ranking keywords.

• Analyze the Market Basket Report for cross-selling opportunities.

• Study the Item Comparison Report to understand competitor strategies.

• Use these insights to refine product listings and advertising.

Why it matters:

• Helps identify high-converting keywords.

• Provides data on customer shopping behavior.

• Gives a competitive edge in keyword optimization.

An Amazon consultant agency can analyze ABA data to develop a stronger keyword strategy and improve listing performance.

#5: Running Amazon PPC automatic campaigns to discover converting keywords

Amazon PPC automatic campaigns help sellers identify profitable keywords. These campaigns allow Amazon to test different keywords and show ads to relevant shoppers. Sellers can then extract high-performing keywords for manual campaigns and organic optimization.

How to use automatic campaigns for keyword research:

• Set up an automatic PPC campaign and let it run for 7–14 days.

• Download the search term report to find high-performing keywords.

• Move to convert keywords to manual campaigns for better control.

• Optimize product listings using the best keywords from the report.

Why it matters:

• Identifies keywords that lead to sales.

• Helps refine advertising strategies for better ROI.

• Supports long-term organic ranking improvements.

By continuously testing and refining keywords through PPC, sellers can stay ahead of search trends and maximize conversions.

#6: Using reverse ASIN lookup to see what keywords competitors rank for

Reverse ASIN lookup is a powerful technique for uncovering competitor keywords. By analyzing a competitor’s ASIN, sellers can see which keywords are driving their traffic and sales.

How to use reverse ASIN lookup:

• Enter a competitor’s ASIN into a keyword research tool.

• Identify the highest-ranking and most relevant keywords.

• Compare multiple competitors to find common keyword trends.

• Use these keywords to optimize listings and PPC campaigns.

Why it matters:

• Reveals hidden, high-traffic keywords competitors use.

• Helps improve both organic and paid keyword strategies.

• Saves time by leveraging proven keywords instead of guessing.

This method ensures sellers target the best possible keywords, giving them a stronger chance of ranking higher in Amazon search results.

Wrapping it up

Keyword research is a continuous process that directly impacts product visibility and sales on Amazon. By using techniques like autocomplete suggestions, competitor analysis, PPC data, and Amazon’s analytics tools, sellers can identify the most effective keywords for their listings. Implementing these strategies ensures that products appear in relevant searches, attract the right customers, and convert more effectively. For sellers looking to maximize their reach and improve rankings, working with Amazon consultants can provide expert guidance, data-driven insights, and tailored strategies to stay ahead in the competitive marketplace.