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To have a good marketplace, you need a good search engine, and that’s exactly what Amazon is. It is a highly efficient search engine designed and optimized to do a single thing: sell.
Each product gets indexed for the keywords, which - along with the search terms on the back end - feed into the A9 algorithm and determine how high up your ASINs get on any given list of search results.
The name of the game is to maximize the number of search queries that will trigger your post to appear - bringing in the most relevant and high-value prospects that are most likely to convert. How, then, can you figure out the most efficient words to make that happen? The goal is to make your listing as visible as possible, and that means tailoring your keywords to be as relevant to your listing as possible.
Here are some options, starting with a nice and simple one:
Pretty straightforward really. Type your product into Amazon’s search bar and see what else pops up in the suggestions. It’s a quick and effective way to get an idea of what shoppers frequently search for and what keywords you can hitch onto your product.
You can carry out surprisingly strong research by simply putting your product in and then cycling through the letters of the alphabet to see what comes up. Best of all, unlike some other keyword research tools that are more meticulous, this one is, of course, free, and you end up with a solid list of keywords to start off with.
It's good practice to also look at the top listed products in any given search and scan through their content for useful keywords. They're top for a reason.
Yes, technically you do want to be as relevant to your specific product as you can, but products that are related to yours and could theoretically be bundled with yours are also a great place to look. We’ve all found ourselves scrolling down some potential purchases on Amazon and seeing suggestions for items frequently bought together (and often fallen for the cross-sell). If you target items complementary to your product on your page, whether in the descriptions, in the bullets, or in the hidden keywords, then your product gets put on the radar of people who were not even looking for it directly.
In that sense, it may be a slightly imprecise way of choosing keywords, but it can be a worthwhile one to turn people onto your ASIN. It is also relatively easy for most things, though not all. For example, if you’re selling a waterproof jacket, then you might also target keywords related to umbrellas or hiking boots, but for more complex products it would be worth devoting some time to browsing other pages and seeing what people are buying along with them.
It’s become clear at this point that if you’re going online to buy something, you’re quite a bit more likely to start on Amazon than on Google. Just because Amazon is the go-to, though, doesn’t mean Google is some slouch, especially if you have your own product site in addition to your Amazon listings.
Some 47% of people begin product searches on Amazon, but around 35% still start on Google - that represents millions of online shoppers that you can target by optimizing for Google as well as the A9.
Using tools like Semrush or something similar, you can check if your own website is yielding any page-one results for any keywords, and then feed those keywords back into your Amazon listing.
This applies not just to your own products, but those of your competitors, too. Don’t ever assume that you’ve got it figured out, you can always learn bits and pieces from what your rivals are doing.
A product seen by a customer both on Google’s front page and on Amazon is more likely to result in a conversion, so if you’re in a position to use both, do it!
Sure, the above options are free and effective (and you should definitely use them), but sometimes things cost money for a reason. Keyword research tools should be a part of any strategy.
A good research tool will tell you not just the keywords, but their search volume, the level of competition, the approximate bid range, and more, tailoring it to the market you’re trying to sell in. Even better news is that not all of them charge money!
Picking the right words isn’t the end of the journey, because the only way to know if they’re the right words is to track them after the fact and adjust them accordingly. If they are consistently underperforming, experiment with other terms to calibrate, and don’t take your eyes off your competitor’s keywords.
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