Much of your keyword research should already be completed prior to sourcing a product on Amazon FBA. However, as you add new products or look to optimize your rankings prior to selling your company, Amazon FBA keyword research is the way to go.
What is keyword research in Amazon?
Keyword research will always be part of the process for Amazon sellers. This fundamental step will help their product listings rank on search engines.
Why is Amazon keyword research important?
The goal of Amazon keyword searches is to determine which words are being used by users to look for products your business offers. In other words, keywords are needed for your potential customers to be directed to your listing.
Incorporating keywords into your content primarily improves your Amazon SEO. In other words, it’s to increase the visibility of your Amazon product listings on Amazon’s results pages.
If you’re thinking about how to use keywords on Amazon, consider your main goal: Implement relevant keywords so that purchasers can easily discover your shop items, which will eventually lead to increased sales.
Your objective is to attract users to your listing by showing them that you have exactly what they’re looking for. For this reason, Amazon keywords research plays a role in determining which search terms go into the different parts of your copy.
• Product Titles. The main keyword you’re targeting should be placed in the title.
• Product descriptions. Include secondary keywords within your description. Ensure that the terms are relevant.
• Key features, which are written in bullet points, should also contain important keywords.
• Backend keywords. While this is mostly for the algorithm, adding more keywords can help strengthen the relevance of keywords in your products.
Below is an overview of what is involved during and beyond the keyword research for effectively selling your offerings on Amazon:
• Keyword research proper. Look for words and phrases that best describe your products.
• Write titles that incorporate the primary keywords based on your research. Ideally, the title includes
– The type of product, Brand name, Descriptive info (color, size, and more)
• Write product descriptions by placing the secondary keywords based on your initial keyword research for Amazon listing.
Keyword Scout by Jungle Scout
Using Keyword Scout, you can quickly uncover thousands of high-ranking, high-converting keywords to help your product stand out on Amazon.
This tool pulls real-time advertising data directly from Amazon. By entering a keyword phrase or an ASIN (Amazon’s unique product identification number), you gain access to valuable insights related to that term.
It also suggests additional keywords relevant to your search.
Keyword Tool Dominator
Having a list of relevant keywords is useful, but it’s equally important to know how each one ranks. The Amazon Keyword Tool from Keyword Tool Dominator offers key insights into keyword rankings. With three free searches each day, you can identify competitive, top-performing keywords or find niche terms with strong ranking potential.
The ranking of a keyword greatly influences how visible your products are on Amazon. Discover high-ranking keywords tied to your products, and then prioritize competitive keywords with large search volumes so you can broaden your reach and improve sales opportunities.
The tool also enables you to explore niche keywords that may be less competitive but can still create substantial traffic. Targeting them allows you to reach new audiences and connect with shoppers looking for more specific items.
Write Your General Search Term List
Understanding your customers will guide you in selecting the right keywords.
Start compiling a search terms list that best represents your product. Put yourself in the shoes of your buyer and write down the terms they’d be typing in the Amazon search bar to look for products to purchase. From this list, you can begin your keyword research for Amazon.
Perform Research on Competitors
Which terms are making your competitors rank? Are there ways to outrank other Amazon sellers?
Instead of seeing other sellers as rivals, take the opportunity to study their keyword strategies and gain insights.
Examining the keywords your competitors rank for helps you identify search terms relevant to your market. This approach provides a useful foundation as you build your own keyword list.
A thorough analysis of your competitors’ keyword performance can uncover additional opportunities for growth. Understanding what works for them allows you to refine your own listing strategies and stay informed about market trends.
Additionally, keeping an eye on your competitors helps you learn from their missteps and avoid unnecessary competition for the same audience.
Your keyword strategy should always remain flexible. As consumer behavior and market trends shift, keyword rankings and search volumes will change as well. Creating an initial keyword list is just the beginning. It’s essential to track how shoppers interact with those keywords and identify which ones generate the most impressions and clicks.
Amazon Brand Analytics offers a powerful way to monitor the performance of your keywords. Available to sellers enrolled in the Brand Registry, this tool provides insights into commonly used search terms as well as click share and conversion rates for specific keywords.
Using Amazon Brand Analytics, you can identify the top-performing search terms in your product category and discover which keywords are driving the highest sales. This tool also allows you to evaluate your product’s performance and uncover areas for improvement.
To access Amazon Brand Analytics:
• Log in to your Seller Central account.
• Go to the “Reports” tab.
• Select “Brand Analytics” from the dropdown menu.
Regularly downloading reports lets you continually refine your keyword strategy to align with evolving customer behaviors.
Treating Amazon Search Like Any Other Search Engine
While Amazon acts as a search engine, its A9 algorithm operates differently from Google’s, requiring sellers to meet unique criteria for product listings to rank effectively.
This distinction between Amazon SEO and traditional search engines is key. You need to focus on buyer intent when selecting keywords. Think about the details a potential customer would search for or need before making a purchase, and incorporate those relevant keywords into your listing.
Selecting the Incorrect Marketplace
Always set to the specific marketplace you’re targeting when conducting Amazon keyword research.
Amazon operates in various regions like the US, UK, Germany, Japan, Canada, Australia, and more, but the data you gather from one marketplace won’t always apply to another. A keyword that’s highly competitive in the UK might not perform the same in the US. The competitiveness of a keyword can differ across various regions.
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