How To Do Keyword Research on Amazon in 2021

  • Gordon 

As an Amazon FBA seller, getting all aspects of your newly started business right is crucial. It gives you a competitive edge over other sellers that might be in the same niche. Plus, it also helps you find and give your clients the right products or solutions. 

Among some of the most critical steps in becoming a good FBA seller is to perform excellent keyword research. It’s a process that might involve the use of manual techniques or paid software. However, it can be challenging to use the techniques if you are a novice or lack the proper insight.

In this article we explain fully how to do keyword research on Amazon! Let us get started: 

Before you learn how to do keyword research on Amazon…

If you are a novice, you have to consider a few key factors and the key factors to focus on for the process.

Amazon has an extensive search engine for products. While it may function like Google or Bing, it’s different and unique because most searchers have “buying intent.” People who search on Amazon are usually looking to buy a given product.

Only specific terms such as “buy a laptop on Amazon” or “dental service in Colorado” have a buying intent on Google. However, if you search for “best iPhone,” you may only be searching for necessary information.

Using the Amazon search engine is about getting your product to appear on the first page based on specific queries. Like the traditional Google search, various key factors come into play for this process. Some terms have more value than others, with an average of four phrases attracting the sales for a given product.

Any savvy Amazon FBA seller should therefore realize that it’s not about the highest search volume. Relevancy is also a crucial factor. For instance, the term “best phone” is likely to get several searchers but gets fewer sales than “Samsung Galaxy s9.”

Any Amazon FBA seller’s keywords should have high relevance and search volume based on all these factors.

The Amazon Search Engine Algorithm and Key Ranking Factors

Amazon has evolved over the years to become the largest ecommerce seller today. It’s all thanks to how they refine their service strategies, including responses provided for search queries. To ensure they provide accurate results for searchers, Amazon uses a special computer algorithm.

Amazon A10 Search Algorithm

Amazon is an ecommerce search engine. That’s how simple it gets!

However, it’s slightly different from the likes of Google and Bing. The goal of Amazon is to sell products alone, unlike Google, which focuses on a diverse scope of activities. These include aspects such as providing information and serving as a host for various other amenities online.

So, what is the crucial aspect this algorithm looks for in delivering search results? Relevance is the answer! In this case, relevance refers to the unique nature in which the text relates to the searcher’s query. Anyone with an online presence or business has to take these factors into account.

The company’s outstanding performance relates to the quality of products and search results they provide for searchers. More so, using this approach also helps them to identify legitimate sellers on their platform.

Any savvy FBA seller has to be aware of this aspect. Amazon wants to reduce the time the consumer has to spend searching for a suitable product. The main reason for this is because it helps improve the average conversion rates. 

Other Key Factors in Amazon Keyword Listings

Like regular search engines, Amazon`s search platform is complex, and it’s not easy to understand all the unique ways in which it works. However, we can learn about a few aspects, and these are crucial in performing keyword research for FBA.

The goal of the algorithm is to show customers suitable products for their search queries. On average, Amazon makes a 15% referral fee for every product sale. Thus, the search engine displays products that meet specific search criteria and qualities. They might include:

  • Sales history – the rate at which shoppers search for a product and end buying the given product is crucial. It shows the product meets the specific search criteria for the query.
  • Rate of conversion – refers to the number of shoppers that your page is likely to convert into actual sales.
  • Relevancy – does your product provide the right information and incorporate the correct keywords? Furthermore, is it related to the query the searcher inputs into the search engine.
  • Customer Reviews – even if this is not a crucial ranking factor, it plays a significant role in the sales a product can make.
  • Price – affordable and lower price products are likely to make sales, especially if they are of good quality.

How To Do Manual Amazon Keyword Research?

If there is anything useful you should learn in keyword research projects for FBA, persistence, and good work organization pays. Many other sellers are available on the platform, and using this approach will be crucial for your success.

You have to start by playing by the book, which means using an informed approach to the research process. You will have to compile a list of keywords for each product, thus improving each query’s search results. 

1. Target Products that Relate to Your Product

As you would have probably learned before in product marketing – the “complements” are the product that consumers are likely to buy along with the given product. In most cases, ecommerce sellers such as Amazon place these products close to the searcher’s specific query.

Everything you come across in the “Frequently bought together” section falls under the category of a compliment. 

You use specific keywords to target these complement sections in your product details. Plus, you can even identify hidden keywords, which helps target the search intent of people who might be interested in a product. While you can manually do this process, the AMZ one tool can also help you carry out this process. 

In some cases, intuition also comes into play in choosing complement products. For instance, an iPhone user will also be interested in earphones, Bluetooth speakers, and a fast charger.

In other cases, you may have to conduct further research on your chosen product. Consider visiting competitor pages to determine a few complimentary products you can target.

2. Use the Amazon Auto Suggest Bar

The Amazon search query has been designed to provide further suggestions on frequently searched and similar categories. It’s the same strategy that Google uses to provide the most accurate suggestions and recommendations for a searcher. 

It’s an ostensibly free manual keyword research tool in its own right. Plus, it’s reliable because it provides an accurate and free snapshot of how other competitors use the platform. You can come across the various ways competitors use seed and hidden keywords to rank their products. Yes, there are some other tools you can to gain further insight, but we shall get to them later.

After carefully perusing all the relevant keywords, you will have a substantial list of seed to keywords to start the search process. You can use Excel or Google Sheets to make this process convenient. 

3. Check your Ranking on Google

Using this approach is suitable for those who sell on Amazon and their sites.

If you sell on a website of your own in addition to Amazon, this one is unique to you. A significant number of consumers worldwide prefer using eCommerce stores such as Amazon to perform product searches. To be specific, a total of 47% will start on Amazon, while an average of 34% will start using search engines. These are statistics based on this recent report.

While the amount for search engines seems slightly low, that still translates to millions of online shoppers. These are people who are searching for your products on Google. Looking at things from this perspective, it’s crucial that you also incorporate the keyword strategy by Google in your systems. 

You can use various tools such as the ones we have available for this process. Use it to determine if your site is averaging in position on search queries. Then incorporate these specific keywords in product listings and the seller account.

Using Amazon Keyword Research Techniques

Now that you have some insight into the keywords you look out for, proceed to use techniques. 

Amazon Sponsored Products has developed to become one of the best marketing techniques for the ecommerce giant. It may seem easy to create your first campaign, but using the platform to drive sustainable profit requires experience. Plus, you may also need some experience in performing amazon sponsored product keyword research the right way.

It is also tricky because the number of sellers and products on the site has increased significantly. Most of them are leveraging Amazon PPC as part of the marketing strategy, and you must use it right.

Here is how:

If you plan on using pay per click advertising (PPC), you have two primary options:

  • Amazon PPC manual campaigns – involves an approach where you choose the appropriate keywords. While it may be challenging, you can make it easy by targeting relevant keywords.
  • Amazon PPC Automatic campaigns – involves an approach where you enlist the help of Amazon in choosing the right keywords. The site will experiment with varying keywords for your product and check out the ones with the best conversion level.

While this might seem like a counterintuitive approach, it’s a sure-fire technique, and it gives you a competitive edge.

After a few days, run a report for the given search keywords.  The AMZ.one can do this process. Then, organize the spreadsheet by classifying the keywords with the most relevance. Conversion rate is a crucial factor to consider at this point, and it’s Amazon’s way of showing you quality products.

Once you are aware of the suitable keywords, take them and incorporate them into your manual campaign. However, remember to set them right and keep optimizing the list. 

The Use of Paid Software 

At this point, you should have prepared a keyword sheet that has several keywords that you want to target. Then, run through our keyword research tool so that you can determine the ones with high volume levels. Using the right tool is essential, especially regarding ease-of-use and the legitimacy of data provided. 

An excellent example of a useful tool would be AMZ.One Keyword Research tool. It’s a powerful tool with many different capabilities that apply to your FBA campaign. While you may have to learn to use it first, they have excellent video tutorials you can use. Plus, below are some of the few key ways you can use it to research your product listing.

Identify the Top Most Unique Phrases from The Data

Based on the search process, identify the ten most unique ways you use to refer to your products. Then, use these phrases in the keyword research tools and develop variants with a reasonable search volume. The next step is to combine these searches to produce combined results for all these queries. 

The goal is to input several keyword phrases and use varying words to refer to your product. Thus, this will provide a wide range of possible queries that the keyword tool can provide information.

Perform the searches for all these keywords, and transfer them to a CSV file to organize them in a spreadsheet.

Remember to remove any duplicates that exist in the process. You will come across several results that are not relevant, so you might also have to weed them out.

Avoid being overly technical at this point. If the keyword relates to your product, you can still leave it on the list. The goal is to develop a list of the most appropriate keywords with a reasonable volume for your product.

Refine Keyword Data

Once you have the list of keywords and a basic understanding, you will produce the listing. The right way is crucial if you want to be relevant is using the keyword data. Here is how to do it:

How to Choose the Right Keywords to Target

You may have to come up with a few search terms and use them to optimize your product listing. Then incorporate any other seed or hidden keywords as well. However, you may not have sufficient space to include all of these keywords, and remaining relevant is also crucial. 

To achieve, this you may need a few fundamental guidelines to help you determine a few useful phrases relevant to your product.

These phrases must be on the maximum search volume relating to your product. On average, this averages at over 1000 search queries per month. More so, ensure that you can also use the keyword to refer to your product as a stand-alone phrase. Thus, if you use the phrase alone, people should be able to identify the given product.

While some vague keywords may have a large search volume, avoid them because they might not be relevant. They might seem like lucrative keywords, but they’re less likely to convert into sales. It’s an excellent comparison to keywords that have a lower volume but a high conversion rate.

Any products that fail to show up on the broad search results are likely different. Thus, the searcher probably does not have any idea of the given product. If they don’t find a suitable result, the following output will likely be a long-tail query. You may want to target these keywords for their relevance juice.

The Phrase Selection Process

Open a keyword master sheet and categories the keywords in terms of search volume. Organize it into descending order if possible. A keyword master sheet has all the useful metrics that you want to track on your products. You can also customize it to suit your specific Amazon marketing campaign.

Then, scroll down the list and select keywords that have the best search volume averages. However, avoid going overly broad, as this is not suitable for some customer search queries. In most cases, avoid phrases that target more than two keywords.

Ensure you have a few keywords in this category, with five being a suitable number. However, you can target more if you want. Then, think objectively about any similar phrases related to the search query. Try to look at things from different perspectives to ensure your listing is as relevant as possible.

During this step, use the manual technique to search for the keywords. Open up Amazon, and then search for the phrases you had identified earlier. If the result shows many keywords, then consider leaving out the given keyword. If the position on the top results is intense, also leave out the given keyword.

The goal of this search process is to ensure that you come across the same products as yours. Thus, this means searchers are likely to find your product.

Remember to check if you have the resources to launch a product that will rank in the top page results. You may have to rank higher when it comes to sales velocity and the number of units sold per day. 

Using this approach requires time and research to ensure the best results. Thus, part of this process requires manual research to provide the results.

What if My Ranking is Not Stable?

If you use the above steps the right way, you will likely stay in the top positions for a specific keyword. However, your ranking may soon begin to decline, and it’s good to implement the right solutions.

Declines in Amazon search rankings are a regular occurrence, and it shows that the search engine is using active to rank products. While it may cause a decrease in the rankings, you can use it as insight for improving your product listings.

It’s a sign that other products in this category are also top performers, and Amazon is also recommending them to consumers. 

Why would such a thing occur? It’s an issue that can occur due to the few key reasons below:

  • The keyword you have targeted does not have adequate relevance. It does not show up in the search queries of Amazon searchers.
  • The product images are not well optimized and relevant to customer queries. However, those of other sellers are well optimized, which might compromise your rankings.
  • Your product does not have good reviews or ratings for your product. The Amz.one keyword research software helps you keep track of this aspect. 
  • By considering these factors and evaluating other results relating to the given keyword, you can determine the right solution for the problem.
  • If this is the case, you may have to improve your product descriptions.

Benefits of Using Our Tool Over Manual Research Techniques 

Using a keyword research tool is an essential aspect of the keyword research process. You want a tool that is simple to use and one that provides accurate aggregated data. It’s a multi-featured tool that helps you eliminate the hassle of managing an FBA campaign. A few of the critical benefits of using this best keyword research tool for amazon include:

You Can Use it to Spy on Back End Search Terms 

It’s an online tool that provides you with insight into what other sellers are inputting in their Search Terms category. These are also commonly referred to as back-end keywords. They are set of 250-character words that are not often available in the product listings. So, most sellers use this section to incorporate the best keywords.

More so, using this tool lets you use data such as the competitor’s ASIN and evaluate any relevant terms. We have a free trial, so you can get to view the capabilities of the tool. It’s useful to see how other sellers optimize their listings.

The AMZ.One tool lets you check the sales volume estimates for almost any product on Amazon. You will receive useful information on daily sales, total revenue, available inventory, and more. These are all crucial data when it comes to selecting the right products to sell on your platform.

Tracks Product Performance

Remember, we mentioned earlier that your products’ conversion rate relates to the number and rating it has from consumers? Well, AMZ.One tool lets you track various metrics relating to product performance. Tracking the specific performance metrics of your products is crucial if you want to make the right adjustments. Plus, other sellers on the platform are always seeking such useful data to achieve a competitive edge.

A recent study showed that close to three-quarters of shoppers look at product reviews and ratings for insight. Thus, this tool has a feature that instantly informs you when you receive a product review. It’s a unique solution that you can use to deal with any satisfactory issues, thereby maintaining your product rating.

Advanced URL Manager

The Amazon algorithm uses various metrics to gauge whether you can rank your product high up in the search results. For instance, the click-through rate for your products is crucial. If a search query lands a searcher on your product, this will improve your Amazon results. 

It shows the search engine that many consumers prefer your products or excellent social proof levels. The URL shortener and tracker make it easy to manage your links in a single place. The URL shortener comes into play when you eliminate the redundant data in Amazon product links. 

So, you want to have to go through each link, which can be a time-wasting process. More so, the AMZ.One software also lets you track buyer activity regarding your product listings. You will track the click-through rates for specific links and gauge this information for your listings. 

Page Analyzer and Optimizer

Use this feature to keep track of the inventory of products you have available. It’s imperative to have an overly large scope of products or sell in varied niches. Many people come to Amazon to search for products, and you need help to optimize these pages right. The One Page Analyzer helps you track any aspects you might have failed to incorporate into your ad campaign. 

Furthermore, it will also provide useful insight into the many aspects of your product listing that you may have to improve. Using this approach will set you light years ahead of the many other sellers in your niche. You can develop many more innovative ways to use this tool to gain more experience in the niche.

Summary

Ecommerce ranks among some of the best ways to run a business online today. If you are passionate enough to follow through with the right techniques, your business will likely succeed. The competition in this niche might be significant, but using proven methods will give you an edge over other sellers. 

We have been looking at the right Amazon keyword research guide. It’s a process that involves manual techniques and paid research tools. The right tool should not only provide a good user experience, but it should also aggregate accurate data. It should also provide notifications and track the performance of each product link. These are all possible when you have the AMZ.one tool for FBA sellers.