Amazon is getting more and more competitive by the day. With more sellers joining the game and more products being listed. Everyone is trying to stick out and be found on Amazon. Most sellers should be looking for ways to optimize there product listings and stay up to date with there content marketing strategy. That is where keyword research comes in. Not only is this effective for increasing your organic ranking but these same practices can be applied to your PPXSC campaigns on Amazon.
What is keyword research?
Keyword research is finding and analyzing the search terms that your customers will be using to find your products within Amazon A9 Algorithm. By doing keyword research you will be able to find related keywords to your product that you can use to increase your organic and PPC campaigns.
Why is keyword research so important?
Without proper keyword research, you are selling yourself short. Knowing the most relevant keywords and their related terms are not only going to increase your organic ranking but will also improve the performance of your PPC campaigns. There are always going to be search terms that can relate to your product that you don’t think about when creating your product.
How to do Keyword Research for your Amazon Listing
Step 1: Make a list of the most relevant keywords for your product listing
The first step is creating a shortlist of your most important keywords. These keywords are going to be the bread and butter of your listing. That will be making up what you will be trying to put into your product title. These are your primary keywords that directly relate to the product that you are selling.
For example, let’s say you are selling “wireless earbuds”. if you do a quick search on Amazon for “wireless earbuds”. Amazon will show you the most relevant information obviously.
But that is not why we are here. By just doing a simple search for one of your primary keywords Amazon will give you tons of related keywords. If you just know where to look. When searching from your primary keyword or broad term. Amazon will show an “Amazon’s Choice” section.
By just taking a look at the first-page search results we are able to create a list of primary keywords for our product. There are multiple areas from Amazon’s choice section to the sidebar that organizes by department and features. These sections are normally rich with keywords that we can use to build up our product listings.
Just by looking at these areas we can already come up with a strong list of keywords that we can use for our product.
“wireless earbuds” “wireless headphones” “bluetooth earbuds” “in-ear headphones”
Now we can’t repeat words as this is a waste of space. So we can narrow down our primary keywords to “wireless earbuds”, Bluetooth headphones”, “in-ear headset”. We also want to list some of our main product features not just exactly what is it. Which can be a number of things form ” Bluetooth, wireless, lightweight, water-resistant”. So now we are starting to build a strong list of primary keywords and the features for our product. All by just looking on Amazon. Now, let’s take a look at a competitor and see not only what keywords they are using but how they are using them.
As you can see by taking a look at one of the competitors. They are using a number of different key terms here. “Bluetooth 5.0” “Wireless Earbuds” “Wireless Charging Case” Headphones in-ear” “Built-in Mic headset”. Highlighting their main keyword at the beginning of the title with product features coming in second. Then in the Bullet point section, they highlight and reuse these keywords and better explain them.
Step 2: Create a list of related keywords
Now that we know the primary keywords that we will be using for our listing. We are going to create a related list too. these keywords will be the secondary keywords that will help us make up our long-tail searches. These keywords will also be used to fill in the blanks for our product descriptions bullet points and backend keywords.
Once again we can use Amazon to help users with finding secondary keywords for our product. Type in your main keywords into Amazon search and Amazon will auto-complete your main keywords with added keywords that we can use.
Just by making a couple of searches we can add “for iPhone, android, charging case, waterproof, etc” Amazon will highlight the related terms. All you have to do it try out a few searches with your main keywords and you should be able to come up with a few.
With Amazon, there is a lot of space that we need to use up in order to create a full product listing. Not only are there keywords going to be used in our product title and bullets points. But there is also the back end search that we need to fill in aswell.
Step 3: Additional Areas to find keywords on Amazon
If you are already running an advertisement campaign for your product. You can find keywords for your listing that your product is already making sales for. And is also one of the benefits of running an automatic advertising campaign it unlocks keywords that you might not already be using. Which in turn you can add to your current advertising campaigns and to your product listing.
While the search term report offers a lot of keywords. most of them are still very broad and we will need to narrow down the top keywords that are actually performing. To access the search term report goto Reports > Advertising Report.
From the Advertising reports page select search term from the dropdown menu under Report Type. Then select create a report. This should then take a few moments to generate the report. Make sure to set the Report Period to the time frame you want. Amazon only holds this data for the previous 3 months. So you should download this report Quarterly so you have all the data for your campaigns. The whole point of automatic campaigns is the harvest keywords that you might not have found of thought of using. These keywords should be the ones that are actually working and making sales.
Once you have the report. Open the file in excel. Under the “Customer Search Term” Column. This will show all the search terms that a customer on Amazon Used to find your product. These will be your exact keywords that the automatic campaign showed. Please note that not all of these keywords are going to 100% related to your product. Or will they even get a sale?
To figure out which keywords are best for your campaign you need to sort the column. To do this find the column ” Orders Placed with 1 Week of Click” select the column then goto ( Data Tab > Filter > Largest to Smallest). This will filter the excel file to show you how many sales you have gotten for a certain keyword. If your campaign is making sales on a keyword then this is a good keyword for you to use in your advertising campaigns and on your product listing.
While you are looking at the search term report you can figure out which keywords are also performing badly. Sort the ” Total Spend” Column (Data Tab > Filter > Largest to Smallest). To see if there are any keywords that are spending money and not gaining any sales. If you do have a search term that is getting not sales then you can add it to your negative keyword list on your automatic campaign.
If you haven’t set up an automatic advertising campaign you can read our article on how to create a PPC campaign on Amazon. This will show you how to set up a run an automatic advertising campaign. Which you can start to harvest keywords for your manual campaigns and product listings.
Step 4: Using Keyword Research Tools
Now that we have a good understanding of some of our main keywords that we will be using for our product listing. We can now start to use third-party software to get even more keywords that we can use in the back end of our product listing and expand on what we already have.
If this is a new product that you haven’t already run an automatic advertising campaign for like we did in step 3. Then third party software is extremely beneficial to your content marketing.
Listed below are some great tools for you to use for keyword research:
Amazon Keyword Tool helps you find keywords for your product listing. The tool works by using Amazons Autocomplete to find keywords for your given term. Which is what we did in step 2: but this is an automated feature that will give more keywords than what Amazon provides for you.
The tool is pretty simple to use. All you have to do is enter your main keywords and then they will provide you with the rest of the information. What is great about this tool is that it provides more information than just using Amazon autocomplete. Amazon keyword tool will provide you with 4 key metrics that will help you in making your keyword decision.
4 Metrics of Amazon Keyword Tool
- Search Volume—The Amount of Monthly Search for the given keyword.
- Trend—If the keyword is trending within Amazon’s search (Meaning it is a popular keyword.)
- CPC—The Maximum amount that advertisers are paying for that keyword on Google Search.
- Competition—The total Amount of Advertisers Paying on Goole.
(Please note: That this tool gathers from Google the CPC and Competition information and not Amazon itself.)
While the Google keyword planner is a great tool for finding keywords. It uses data from Google and not Amazon to figure out the information. So it does have it positive and negatives but for the most part it is a great tool and it’s also free.
To get access to google keyword planner you will need a google ads account. Just create an account and start an advertisement campaign for your website. You will need to enter your credit card information. Just don’t set your campaign to inactive and you won’t be charged and will be able to use the keyword planner.
As you can see google keyword planner has given use over 2,259 keywords for our main search term. As it gives important information like search volume and competition. Now the search volume and competition is for Google and not Amazon. But we can assume that the competition will be similar on Amazon as it is on Google. From this information, we can start adding keywords to our secondary and primary list.
Things to Remember
When doing keyword research always make two lists of keywords. One with your primary keywords (Most important) and then a list of your Secondary Keywords. (keywords related to your product that aren’t as important.
Your primary keywords should be placed in your product title, and bullet points. if you have remaining primary keywords you haven’t used then place them in the description.
Once you use all of your primary keywords place you secondary keywords in the back end search terms of your product listing. They can also go into the product description.
As you can see there is plenty of information regarding keywords if you just use Amazon for keyword research. From using Amazon Autocomplete engine to looking at your competitors listings. You will be able to come up with enough keywords to fill your product listing.