How to Perform Amazon Keyword Research for Optimal SEO


Mastering the art of Amazon keyword research stands as a fundamental pillar for achieving success on this platform. Grasping and optimising for Amazon’s distinctive search algorithm, A9, can open doors to enhanced visibility, increased sales, and a thriving customer base. This article serves as your comprehensive guide to demystify Amazon keyword research and leverage its potential to craft an unparalleled strategy for your business.

Optimising Your Amazon Keywords for Success
In the realm of Amazon SEO, the selection of appropriate keywords holds utmost importance in ensuring success. For newcomers in Amazon selling, pinpointing keywords likely to drive sales can be a daunting challenge. To simplify this process, seasoned Amazon sellers often classify keywords into three primary groups.

Key Categories of Keywords:

Product Terms:

Product terms are like magical phrases that elevate your products’ visibility on Amazon. They consist of words that describe your products’ functionalities and unique selling points. Shoppers employ these words when searching for products that match their specific needs. These terms are crucial as they establish a connection between your products and the shoppers actively searching for them.

Competitor Terms:

Competitor terms enable you to distinguish between the keywords you’re targeting and those utilised by your competitors. This insight helps you compile a refined list of specialised keywords that provide a competitive edge. It’s worth noting that you can employ the same keywords as your competitors to divert traffic to your own site, even if your offerings vary slightly.

Audience Terms:

Audience terms encompass a diverse array of keywords that potential customers might enter into the search bar. These keywords are specific to what customers are contemplating at the moment. Consider a scenario where someone is in search of new running shoes without a particular brand or type in mind. Their search might involve phrases such as “comfortable running shoes for wide feet” or “durable running shoes for trails.” These searches aren’t generic like “running shoes” but are tailored to the customer’s immediate needs and desires.

Conducting Effective Amazon Keyword Research

 In the face of escalating competition, comprehending the nuanced dynamics of Amazon’s marketplace is essential. Amazon keyword research transcends mere identification of popular words; it involves unravelling the customer’s mindset, understanding their search patterns, and aligning your products seamlessly with their requirements.

Use  Amazon’s Search Bar for Keyword Ideas:

Visit Amazon:

Start by navigating to Amazon’s homepage.

Enter a Basic Term:

Begin by typing a fundamental keyword associated with your product into the search bar. For example, if you’re marketing coffee mugs, input “coffee mug.”

Analyse the Suggestions:

As you input your keyword, Amazon will automatically display a dropdown list of suggestions, which are derived from popular searches by other users. Pay attention to these suggestions as they represent commonly searched keywords or phrases.

Dive Deeper:

Remove your initial search term and experiment with variations or more specific keywords. For instance, try typing “insulated coffee mug” to discover additional suggestions.

Utilise Characters and Spaces:

Enhance your search by typing your basic keyword followed by a space. You can also try adding the first letter of the alphabet, such as ‘a’, and then proceed through the alphabet (‘b’, ‘c’, etc.) to uncover more keyword ideas.

Explore Competitors: 

If you have competitors who are performing well on Amazon, input their brand names or product names to explore the keyword suggestions that come up. This can provide you with keywords you may not have considered.

Compile a List:

While going through this process, create a comprehensive list of all the relevant keywords that could enhance your product listings.

Prioritise and Test:

From your list, select the most pertinent keywords and incorporate them into your product listing. Continuously monitor their performance and be open to making adjustments and experimenting with different combinations.

By utilising Amazon’s search bar for keyword recommendations, you tap into real data reflecting what customers are actively seeking, which can be invaluable for optimising your product listings for improved visibility and sales.

Refine Your Search:

Customise your search by selecting the appropriate Amazon marketplace (like Amazon US, UK, etc.) and apply filters such as search volume, word count, or categories to narrow down the results.

Analyse the Results:

Helium 10 Magnet will present you with a list of keywords, along with important data like search volume, competition, and CPR (Cerebro Product Rank – an estimate of units needed to rank for that keyword).

Focus on Long-tail Keywords:

Concentrate on longer, specific phrases that describe your product in detail. Although these long-tail keywords typically have lower search volume, they face less competition and tend to yield higher conversion rates.

Explore Phrase Match and Broad Match:

Magnet also provides suggestions in the Phrase Match and Broad Match sections, offering additional keyword ideas related to your seed keyword.

Utilise the Magnet IQ Score:

This score, unique to Helium 10, takes into account both search volume and competition, helping you identify potentially high-opportunity keywords.

Build Your Keyword List:

As you review the results, add the most relevant and promising keywords to your list within Helium 10.

Export Your List:

Once you have finalised your keyword list, export it to a CSV file for further analysis or easy reference while optimising your Amazon listing.

Optimise Your Amazon Listing:

Implement the discovered keywords in your product title, bullet points, description, and backend keywords on your Amazon product listing to enhance visibility and conversions.

Understanding Amazon’s A9 Algorithm for Enhanced Visibility:

In addition to conducting thorough keyword research, understanding Amazon’s A9 algorithm is essential for improving product visibility.

Keyword Relevancy:

A9 evaluates how relevant product listings are to shopper keywords in titles, descriptions, bullet points, and backend keywords. Higher relevancy increases the likelihood of appearing in search results.

Conversion Rate:

A9 takes into account the product’s conversion rate, indicating how often clicks result in purchases. Higher conversion rates indicate customer satisfaction and enhance the product’s visibility.

Customer Satisfaction and Retention:

High ratings, positive reviews, and low return rates contribute to higher rankings. A9 favours products that satisfy customers and encourage repeat purchases.


Competitive pricing influences ranking. Products offering good value for money are likely to rank higher.

It’s important to note that Amazon’s A9 algorithm is continually evolving, so strategies that work today may need adjustments in the future.


Mastering Amazon keyword research is imperative for success in the competitive e-commerce landscape. By refining this skill, you can optimise your product listings in alignment with Amazon’s A9 algorithm, ensuring visibility, customer relevance, and market competitiveness. Stay adaptable, continuously refine your strategies, and let Amazon keyword research serve as your guiding light in the dynamic world of e-commerce.

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