When it comes to selling on Amazon, keyword research is the backbone of your success. It’s how you ensure your products appear in relevant search results and reach potential customers.
In this guide, we’ll walk you through a step-by-step approach to mastering Amazon keyword research in 2025. Whether you’re a seasoned seller or just starting, this guide will help you optimise your listings, improve rankings, and boost conversions to maximise your ROI.
Discover our top Amazon keyword tips below.
Why Amazon Keyword Research Matters
Amazon isn’t just an online marketplace – it’s a powerful search engine tailored for shoppers. Its algorithm, known as A10, analyses various factors to determine which products to display.
Keywords are a critical part of this process, signalling to Amazon that your product is relevant to specific searches.
Benefits of Effective Amazon Keyword Research
- Improved Visibility: Proper keywords help your products appear on the first page of search results
- Higher Sales: Attracting the right audience increases conversions
- Cost Efficiency: Targeted keywords reduce ad costs while delivering better ROI.
How Amazon’s A10 Algorithm Works
A10 is Amazon’s search algorithm, which reviews everything relating to a product listing to determine what the product is and then match it to shoppers’ search intent.
To rank products, the A10 algorithm considers factors like:
- Keyword Relevance: Keywords in titles, descriptions, and backend fields indicate product suitability
- Conversion Rates: Products with higher sales ratios rank better
- Reviews and Ratings: Positive feedback boosts rankings
- Sales History: A strong history of sales contributes to better placement
- Search terms from sponsored campaigns
Understanding these factors helps you target keywords effectively, ensuring your product aligns with what customers search for.
How to do Amazon Keyword Research
1. Understand Your Audience
Before diving into keyword research, think about how potential buyers search for your product. Amazon shoppers are purchase-driven, unlike Google users, who often search for information or a service.
- Identify Search Intent: Focus on terms describing your product’s use or features. For example, your customer might be more likely to search for “waterproof pop-up gazebo” than “gazebo”
- Consider Long-Tail Keywords: These are longer, more specific phrases, e.g., “dinosaur activity set with books” or “blue fleece-lined walking trousers”. They have lower competition but higher conversion potential
2. Start with Seed Keywords
Seed keywords are the foundation of your research. They are simple terms, usually one or two words, that define your product.
For example:
- If you’re selling ladders, seed keywords might include “tripod ladder”, “gardening ladder”, or “extension ladder”
To find seed keywords:
- Describe your product in 1–2 words
- Use tools like Jungle Scout or Helium 10 to expand your initial list
- To make sure your keywords are correct, find the current best selling products for your seed words. Carry out a reverse ASIN check to see what keywords these are ranking for, and compare them to your list.
3. Expand Your Keyword List
Once you’ve established your seed keywords, broaden your list using the following methods:
a. Amazon Autocomplete
Type your seed keywords into Amazon’s search bar and note the suggestions that appear. For example, searching “bean bag” may auto-complete to “bean bag for kids” or “bean bag recliner gaming chair.”
b. Competitor Analysis
Examine the top-ranking products in your category. Use a reeverse ASIN tool to see which keywords your competitors rank for. Find out if there are any relevant keywords that your competitors aren’t using that can give you the edge.
c. Keyword Research Tools
Tools like SellerSonar and AMZDataStudio provide traffic data and keyword suggestions tailored for Amazon.
d. Use Google’s Search Data
While Amazon search intent is unique, Google can reveal additional keyword opportunities. Type your seed keyword into Google’s search bar to uncover related terms.
Top tip: While conducting this research, make a note of any misspellings that attract a medium or high levels of traffic – these can be added into your backend keywords.
4. Categorise Keywords by Intent and Value
To maximise your efforts, prioritise keywords based on:
- Search Volume: Choose terms that customers frequently search for
- Competition Level: Target high-traffic, low-competition keywords for better ROI
- Relevance: Avoid irrelevant terms, even if they have high search volume. You can be penalised by Amazon for using irrelevant words and phrases, and you will also drop in rankings due to the A10 algorithm
5. Incorporate Keywords into Listings
Once you’ve identified your keywords, strategically place them in your product listing:
a. Product Title
The product title is the most critical area for keywords. Include your primary keyword early on, then use the rest of the 200 character limit to add in details about colour, brand, size, key features etc.
For example: “USB Rechargeable Pepper Mill & Spice Grinder Gift Set | Includes 2 Quick-Change PRO Plus Pods, 1 Max Pod & Black Trio Tray | Ceramic Grinding Elements | Sangria Red
Make sure not to stuff your titles with keywords, and keep it reading naturally.
b. Bullet Points
Use bullet points to highlight your product’s features and benefits while incorporating secondary keywords naturally. Keep your bullet points short and concise and full of useful information. Think ‘what questions would my customer want to know about this product?’, and answer those questions here.
c. Product Description
Write a compelling product description that provides details about your product and includes additional keywords that didn’t make it into your title. Make sure to write naturally and avoid keyword stuffing.
6. Monitor and Update Keywords
Keyword trends change, and so does shopper behaviour. Regularly review your listings to ensure your keywords remain relevant.
- Use tools like Jungle Scout’s Rank Tracker to monitor keyword performance over time
- Replace underperforming keywords with new ones identified through ongoing research
- Update your backend keywords with new terms and spelling variations
Common Mistakes to Avoid
1. Keyword Stuffing
Overloading your listing with keywords can make it unreadable and lead to penalties. Instead, focus on writing natural, engaging copy.
2. Ignoring Long-Tail Keywords
Long-tail keywords are less competitive and bring in highly relevant traffic. Don’t overlook their value.
3. Failing to Update Keywords
Keyword trends evolve. Failing to refresh your listings means missing out on new search opportunities.
4. Using Subjective Keywords
You might believe your product is ‘world class’, ‘amazing’ and ‘incredible’, but its best to prioritize keywords that describe your product – after all, shoppers may disagree with you.
5. Forgetting to Use Backend Keywords
Amazon allows you to add hidden keywords that aren’t visible to shoppers. Use this space to include synonyms, spelling variations, and long-tail keywords. Avoid repeating terms already in your visible listing. You’re allowed up to 250 bytes, which equates to about 250 characters.
Amazon Keyword FAQs
1. What are Amazon backend keywords?
Backend keywords are hidden terms you add to your product listing. They don’t appear to shoppers but help Amazon’s algorithm match your product with search queries. Use this space for synonyms, alternate spellings, or additional long-tail keywords.
2. How do I choose the best keywords for my product?
Focus on:
- Relevance: Keywords must match your product’s features
- Search Volume: Target terms frequently searched by customers
- Competition: Look for keywords with moderate or low competition to maximise visibility.
3. How often should I update my keywords?
Review your keywords every 3–6 months or whenever sales data suggests a decline in performance. Regular updates help you adapt to changing trends and stay competitive.
4. Should I use long-tail or short-tail keywords?
Both are important. Long-tail keywords attract highly targeted traffic, while short-tail keywords help increase visibility. A mix of both ensures balanced results.
5. Can I use competitor brand names in my keywords?
No, using competitor brand names is against Amazon’s policies and can result in penalties. Focus on highlighting your product’s unique features instead.
Your Amazon Strategy
Amazon keyword research is essential for every seller aiming to succeed in 2025.
By understanding your audience, using the right tools, and strategically incorporating keywords into your listings, you can improve visibility, rankings, and sales.
Remember, it’s not a one-time task—continual monitoring and updates ensure long-term success.
Ready to optimise your Amazon listings? Contact us here and let us help you unlock your full potential on Amazon.