Amazon Keyword Research 2023 – Here’s How to Do it Right!

Whether you’re just starting out with selling on Amazon or are already an established seller, keyword research is crucial to your success. But how can you ensure that you find the right keywords? In this blog post, we share key strategies and tools you need to make the most of your Amazon keyword research. First things first: Let’s start with the basics!

What is a Keyword and why is it so important?

Keywords are the cornerstone of search engine optimization. They are the key that users use on the internet to find what they’re looking for. A keyword is a term or a group of words that a user types into a search engine to look for specific information, products, or services.

Their significance comes from their ability to determine the relevance of your offer in relation to a user’s search query.

Keywords also form the basis of Amazon search. They determine which products appear in the search results when a customer makes a specific request. Therefore, the correct use of keywords can be decisive for whether your product is found or not.

Keyword research is the process of searching for and identifying relevant keywords for your product, which you aim to sell as successfully as possible on Amazon. Crucial and relevant are the keywords or search terms that users type into the Amazon search field.

The goal of Keyword Research

After thorough keyword research, you should end up with a keyword list that covers all relevant search queries from potential buyers. This includes all top keywords with high search volume and other long tail and mid tail keywords — more specific search terms with lower search volume.

Important: Your list should not only contain the most frequently searched main keywords, but also numerous long tail/mid tail keywords that your buyer target group could use as search queries on Amazon. Even though these search phrases are less searched, they narrow down the results of the search query more precisely and thus increase the probability that your potential customer is also a buyer.

Why is doing Keyword Research so important on Amazon?

The foundation Amazon SEO optimization in the marketplace is regular keyword research. Choosing the right keywords for individual product pages is very important for your success on Amazon. The aim is to optimize your organic rankings on Amazon by continuously improving the content, and ideally aiming to appear on page 1 of the search results.

Simplified: The Amazon A10 Algorithm ranks products on Amazon according to their relevance and performance. Both ranking factors are strong indicators for Amazon as to whether the customer was satisfied and found what they were looking for.

So, the rule of thumb is: The more relevant a product is for a specific search, and the more sales a product generates through this search, the greater its visibility on Amazon.

The customer is king—this guiding principle applies to Amazon more than ever. Those who consistently provide a unique and satisfying customer experience are thus fulfilling one of Amazon’s most important goals and gaining long-term visibility.

This leads to more customers viewing the product, clicking on it, and buying it. This, in turn, improves rankings in a positively conditioned cycle. A consistent Amazon SEO optimization, including the essential keyword research, is therefore the right growth strategy to improve a product’s visibility in Amazon search results and increase sales.

What are Amazon Keywords Specifically? Amazon keywords are nothing more than the search terms that customers enter into the search bar on Amazon when they are looking for products. The proper understanding and correct use of these keywords can be the deciding factor whether your product is found or vanishes into the depths of the marketplace.

How to Conduct Keyword Research for Amazon

Amazon keyword research: The key to your success. Conducting keyword research for Amazon requires time and care, but the results are worth it. Here are some methods and tips you can use:

1. Brainstorming:

Use your brain! Use your own experience as a starting point – what search terms would you use to find the product on Amazon? Brainstorming with colleagues and friends is a good method to expand and verify your own search terms. Also, consider terms that could be related to your product.

2. Use Synonyms or Keyword Variations:

Using various variations of your main keyword could also help to reach a broader audience. Synonyms, plural forms, or other similar terms can be helpful here. What terms can be used as a synonym for your main keyword? Online, there are numerous synonym dictionaries that show you a multitude of synonyms for a specific term.

3. Use the Amazon Search Bar:

After you have collected some initial keyword ideas, it’s worth using the autosuggest function of Amazon and even Google to gather helpful keyword ideas that users have searched for. Just enter a relevant term and see what suggestions are made. What search terms or keyword combinations (Long Tail Keywords) appear when you type in your search term or main keyword?

Image description: Autosuggest feature on Amazon, Keyword suggestions for “bath mat“.

4. Analyze Competitors or Similar Products:

Look at what your competition on Amazon is doing – and do it even better. Often, you can discover relevant keywords on the product detail pages of competitors. Which keywords do competitor products use and which could be relevant for your product? Focus mainly on competitor products that rank better or very high on Amazon.

You can use special tools like Helium 10 for this purpose or manually go through the product pages of your competitors. On the product detail pages, Amazon also offers various categories such as “Other customers also bought” or “Related products to this item” – it’s worth taking a look at the products listed here to identify possible keywords.

5. Use Keyword Research Tools for Detailed Keyword Insights:

There are many free and paid tools that can assist you with Amazon keyword research. Some examples are:

They can help you find relevant keywords, evaluate their popularity, and analyze your competition.

How do I Use the Amazon Keyword List for Ranking Optimization?

The magic word here is: Amazon SEO optimization. The title, bullet points, and product descriptions of your Amazon products should be designed to include the most relevant keywords while still being easy to read and appealing. The random stringing together of as many keywords as possible is therefore absolutely the wrong way to optimize an Amazon product listing.

Where do I Effectively Implement the Amazon Keywords on Amazon?

Have you completed your keyword list? Great! Now, there are some strategies to strategically position Amazon keywords. As we already established: On Amazon, the customer is king! Therefore, in the first step, you should include the most relevant keywords, i.e., the search terms with the highest search volume, on your Amazon product detail page. Here are the areas where they can appear:

Product Title:

The product title is the first thing a customer sees on the Amazon search results page, making it very important for the Amazon search algorithm. Currently, you can use up to 200 characters in the title of a product. When creating the title, focus on readability and customer-friendliness: it should be short and as concise and informative as possible, including information such as brand, size, color, dimensions, type of your product, and its intended use. PS: Avoid keyword stuffing – a mere concatenation of keywords, attempting to cover all top keywords.

Bullet Points:

The bullet points for your product give you the opportunity to tell your potential customers more about your product and highlight its special features. You can also use these to include additional important keywords that didn’t fit in the title. However, you should definitely avoid keyword stuffing here as well. The texts should be as natural as possible to read.

Product Description:

Some sellers neglect the area of product description because they believe it is often overlooked by customers. However, for those customers who do read the product description, it can provide significant information and a good place to include additional keywords. For instance, less relevant longtail keywords can be accommodated here.

Hidden Keywords or Backend Keywords:

Your invisible helpers! Besides the publicly visible product description, you can also add “hidden” keywords in the backend that you haven’t used in your listing yet or couldn’t use due to misspelling (but good search volume). (Example: “Armeisen Gift” instead of “Ameisengift”). These search terms can be entered into the “Search Terms” field in your Seller Central account. However, remember that Amazon only provides 250 characters for this, so use this space wisely. PS: Make sure you separate the keywords with a space instead of commas.


Successful Amazon keyword research can make the difference between a poorly performing and a very well-performing product. It requires patience, creativity, and good knowledge of your product, your target group, and your competition. If done right, it can help you increase your visibility on Amazon, reach more customers, and ultimately increase your sales.

The most important thing in Amazon keyword research is understanding your customers and their search habits and especially always staying on the ball! Once you have created your listings, you can regularly and periodically repeat the process of keyword research to incorporate missing keywords, supplement or exchange them.

We hope this blog post has helped you. If you need help with regular SEO optimizations of your products on Amazon, feel free to contact us!

Manuel Kretschmer
Manuel Kretschmer

Founder von ama-X

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