Your browser is out of date. The site might not be displayed correctly. Please update your browser.

May 26, 2021

Power Up Your Amazon Business With a Smart Keyword Strategy

Over 60% of retail consumers begin their product search via the Amazon search engine. So if you’re an aspiring Amazon seller, or want to boost the visibility of your existing product listings, you have to understand what it is that can drive Amazon’s ranking algo in your favor.

This guide will uncover how to harness the power of keyword research to create a successful keyword strategy for your Amazon listing.

Try the Keyword Wizard tool

Amazon SEO: Why Keywords?

Now, you may wonder why we wanted to draw attention to keyword strategy.

Initially, let’s start with understanding the ins and outs of Amazon’s A9 product search algorithm that determines which listings dominate Amazon’s results page:

This post takes a deep dive into the algo. However, let’s briefly go through the key factors that affect Amazon’s rankings:

  • Keywords are one of the most crucial elements of your listing and help Amazon decide whether your product deserves a notable spot on its results page.
  • Conversions - essentially product clicks and sales (influenced by other factors like fulfillment type and pricing) - are also an important factor.
  • Product reviews can boost your worthiness in the eyes of the search engine, given that your product’s feedback is superior to that of your competitors’.

While you have limited leverage over product reviews and conversions, you can optimize your keywords for maximum performance.

This is why we will be focusing on keyword strategy, which you can control, implement, and perfect.

How to Go About Keyword Strategy Implementation on Amazon

If you know a thing or two about traditional Google-related SEO, you probably have an idea of where keywords typically go. Many Amazon sellers, however, have a very vague understanding of Amazon keyword placement.

Here are the key spots where keywords can be a make-or-break factor for your listing’s visibility:

  • Product titles

Of course, product titles are the first spot that comes to mind when thinking about Amazon keyword placement. Often, Amazon titles are strikingly keyword-stuffed, but the marketplace doesn’t object to this strategy. So go ahead and place all the main keywords right within the title.

This listing, for instance, features a lot of keywords and synonyms: coffee maker, coffee brewer, brew sizes, etc.

  • Product pages

The “About this item” space and product description are other good spots for keyword placement. While these listing elements can actually be more important in regard to conversions, they also offer a great opportunity to indicate to Amazon one more time what it is that you’re selling.

Moreover, you’ll have enough space here to add keyword variations that can also attract customers who run more original searches.

  • Search Terms in Seller Central (or, Amazon Hidden Keywords)

One of the most underlooked spots for keyword placement is the Search Terms within your Seller Central account. While these keywords won’t be visible to Amazon surfers, they actually do affect Amazon’s ranking decisions.

With a 250-character limit, make sure to use this space as another chance for keyword placement.

4 Steps For Running Data-Driven Amazon Keyword Research

Now that you have a clear understanding of why keywords can really make a difference to your Amazon performance - as well as where you should place them - it’s time to uncover the ins and outs of Amazon keyword research.

While Amazon’s take on keywords is less sophisticated than that of Google, you can only build a successful keyword strategy across the marketplace if you take into account the following factors:

  • a high range of keyword variations and combinations used by Amazon surfers;
  • high levels of competition for very similar products and, hence, keywords;
  • strict Amazon guidelines.

Hence, the more you manage to automate, simplify, and data-leverage your keyword strategy, the more likely you are to see impressive results.

This post reveals some hacks that can help you get away without using a specific tool, but if you want to be smart about your keyword strategy and utilize data for one of the most crucial elements of Amazon SEO, we suggest that you follow this workflow that involves keyword insights from Sellzone’s Keyword Wizard tool.

Keyword Wizard is a tool specifically designed for Amazon keyword research, helping sellers to:

  • boost search rankings on Amazon by showing the most relevant high-volume keywords around any Amazon product;
  • suggest new ideas around your key target search term by offering a list of long-tail keywords;
  • explore new growth avenues and beat your rivals by discovering high-impact keywords with the lowest competition.

Determine your seed keyword

The very first thing to do is to define which search term you’re building your keyword list around. Try to be basic about this - if you’re essentially targeting people who are searching for a coffee maker, enter this term as your seed keyword.

The Keyword Wizard tool offers three types of keyword grouping: broad match, phrase match, and exact match.

Often, you will want to go with a broad match. However, you can choose other options:

  • Broad match implies any variation of your seed keyword or keyword phrase in any order. This match type can reflect the widest range of possible search requests.
  • Phrase match shows search requests that contain the exact keyword or keyword phrase in any order.
  • Exact match includes all variations around your seed keyword that include the exact keyword or keyword phrase in the exact order.

In our case, “best coffee maker” is an exact match, “coffee cappuccino maker” is a phrase match, while “maker of iced coffee” is a broad match.

Find the low-hanging keywords that can bring the highest impact and have the lowest competition

Once you have your list of keywords, it’s time to explore.

There are three key criteria you want to follow when using the keyword filtering options within the tool:

Use search volume filters

Search volume is the average number of times people enter a given keyword into Amazon’s search bar each month.

  • Make sure to exclude search terms that have the highest search volumes (>100,000). If the numbers are too high, this would imply that this keyword potentially has the fiercest competition, so you’re unlikely to successfully target it.
  • Also, exclude keywords that have the lowest search volumes. You don’t want to invest your efforts into keywords that will bring minimal impact and users.

Leverage competition filters

Make sure to define how many Amazon listings target the same keyword you’re ready to compete against.

Start with the lowest competitors’ count. If the list shows too few keywords, move up a range.

Exclude brand names

In most cases, you will want to get rid of keywords that feature a brand name, or at least a brand name your product has nothing to do with.

Amazon rules clearly state that it’s prohibited to use brand names other than yours in any texts of your Amazon listing.

Voila! Now you have a beautiful clean list of keywords that have the highest performance potential.

You can use it straight away, or download this keyword list (up to 1000 search terms) in a convenient .csv file.

Go smart about your Hidden Search Terms

All the keywords you uncover at the previous step are perfectly fine for using throughout your product title and the descriptions. Yet when it comes to picking keywords that you should enter into the Search Terms within Seller Central, there’s one more step.

Since Seller Central limits you to 250 characters, you can use Keyword Wizard’s convenient feature: word frequency counter.

  • Go back to steps one and two and run a broad match for your seed keyword.
  • This time, though, don’t use any additional filters. Since Search Terms aren’t visible to Amazon users, you don’t have to use search terms that...well, make sense. Amazon will use your search terms and group them randomly, creating multiple combinations that include plurals and typos.
  • Select up to 1000 keywords from the top results and click “Search Terms”.

This way, you will only select keywords with the highest search volume and lowest competition.

  • Make sure to exclude keywords you will use for your title and bullet point optimization. Also, deselect brand names one more time.
  • The tool will take care of the rest: it will automatically get rid of numbers, single letters, and plurals in accordance with Amazon Guidelines. On top of this, you will be able to see the word count, and the tool will automatically select keywords that fit the character limit.

Once you have your 250-character keyword list, simply press “Copy words” and paste it into the “Search Term” field.

Bonus: Top 100 Keywords on Amazon

If keywords looked intimidating before, then with four simple steps, keyword research becomes a no-brainer.

To wrap up this guide, instead of a “final words” part, we’ve decided to give you something fun to consider.

Top 100 Keywords in Amazon US Marketplace

pop it,1861792


iphone 12 pro max case,1775260

gaming chair,1616908

iphone 11 case,1578256


liquid chlorophyll,1530106



air fryer,1447919

nintendo switch,1409107

apple watch,1409002

gua sha,1402917

face mask,1387906


fidget pack,1337782


bluetooth headphones,1269144

outdoor furniture,1251928

power bank,1239026

pop it fidget toy,1236867

gaming pc,1213800

bluetooth speaker,1180572

playstation 5,1160713

my orders,1147505

hbo max,1141859

fidget packs,1109205


iphone 12 pro case,1071559

waist trainer for women,1071559

pokemon cards,1041455

horror movies,1038932

led lights,1038637


sandals for women,1016104


car accessories,1007276

office chair,1004317


gift card,981932

water bottle,980561



sunglasses for women,969135

mouse pad,969135


mini fridge,964950

disposable face masks,960997

mothers day gifts,957799

room decor,957799





iphone charger,944894



led lights for bedroom,936079

dog bed,930909



solar lights outdoor,913488

wall decor,912262

shoe rack,912262

womens sandals,912262


apple watch band,907009



womens tops,888500

ps5 console,881784

iphone xr cases,876153

coffee maker,876153

dress for women,876153


usb c hub,875578

home decor,868285

shower head,867011

shower curtain,867011

rose toy for women,861992

tv stand,846645

bathroom decor,832722


ps4 games,828533

xbox series x,823279

apple watch series 6,818593


nintendo switch games,814307

funko pop,800464

ps4 controller,800292

spongebob squarepants,797218

airpods case,795896

ring light,793425

ring doorbell,791534


nike shoes women,780326

summer dresses for women,774222

harry potter,771917

godzilla vs king kong,769778

iphone 12 case,764736

With the help of Keyword Wizard, we used the tool’s 200+ million keyword database to pinpoint the top 100 most searched keywords across Amazon.

Try the Keyword Wizard tool
Send feedback