3 Tools to Do Keyword Research for Your Amazon Product

Gen FurukawaAmazon SEO, Private Label Product Launch, Product Marketing28 Comments

Keyword research is an important process in your Amazon product launch. Investing the time to properly assess the most important keywords in your niche can maximize your revenue potential and position your product for the most searched for, and valuable, search queries.

If you have seen the Amazon product listings with the super-long text-heavy keyword-stuffed one-size-fits-all uber-optimized Product Title, you may wonder what human would actually read such a title and be convinced to purchase the product. This is a valid question. Humans don’t naturally like long sentences, but Amazon’s algorithm may find value in it. The sellers who use these long titles have done keyword research to identify the exact search terms that they want to target and incorporated variations in the Product Title, Description, Bullet Points, FAQ, and even images.




In this post, we’ll explore different tools that you can use to find the most important keywords for your product, and how this can help you sell more product and ultimately generate more revenue.


Keyword Research and Search Engine Optimization for Amazon

Amazon is one of the largest search engines in the world for ecommerce and products, where a third of all product searches begin on Amazon. Because it is a marketplace like no other, with a black hole of millions and millions of products (perhaps close to 500 million products), it is not the best place to browse and discover new products. Instead, Amazon users are extremely purchase-focused: enter the search term for what they want, and check out with maximum speed and efficiency. Amazon didn’t patent the one-click checkout for nothing!

Because Amazon shoppers have such a high purchase intent, it is extremely important for you as a seller to appear at the top of the list when they search for any phrase that is remotely related to your product.

There are a number of factors that help you rank highly in Amazon’s search results, including the number and rating of your reviews, the volume of sales that you’ve done in the past, the conversion rate of how many visitors to your Product Page actually purchase, and how relevant your product is to the search query. Some of these things require time, but increasing your listing’s relevancy is something that is immediately in your control.

And the beautiful thing is that there are quantitative ways to know exactly what words you should include in your listing to maximize your relevancy for the most profitable search queries.

Let’s explore some of the tools and strategies to find these keywords!


Tool #1: Google Keyword Planner

Google’s Keyword Planner is a free tool that will show you an estimated search volume for any word or phrase, and help you find other related phrases. Google has troves of data collected, and the Google Keyword Planner is where you can access how many searches a given phrase receives. You can also segment the data by geography, which is helpful if you are selling on Amazon UK or another Amazon site.

Update: Since this post was published, it has been speculated that Google have placed restrictions on their Keyword Planner tool. Unless you have a Google AdWords (advertising) account running, you may see limited average monthly search data.

To get to the Google Keyword Planner, you do have to create a free AdWords account. You do not need to create any active campaigns or spend any money though. Once you have created your account, you can find the Keyword Planner under the Tools tab:


google_keyword_planner - Copy


There are several helpful methods to pull relevant keywords from GKP.

Start With Some Main Keywords

If you drop in some main keywords, or “head terms”, we can start surfacing some other search phrases that may help us. The strategy here is that we start with the main keywords, like “workout gloves”, and then niche down into more specific long tail keywords that people are searching for, like “leather workout gloves” or “blue workout gloves”.

GKP_main_keyword search_term_results


As you can see from the screenshot above, there is some important data that you can find:


Keyword (by relevance): This is the list of keywords that are most related to the keywords you entered, in this case it is “workout gloves”.

Average Monthly Searches: While the actual search volume on Amazon will differ from what you see in GKP, you can assume that the volume will be the same relatively, which helps you prioritize which keywords will get you the most traffic on Amazon.



Competition and Suggested Bid: These columns are more specific to creating an Adwords campaign, and not exactly relevant to helping you create an optimized Amazon listing. However, if you get to the point where you have created your own website off of Amazon, and want to drive paid traffic to the page, it is certainly valuable information that you'll want to have!


Enter A Competitor’s Landing Page

If we want to get an idea of some keywords that our competitors are targeting, we can enter their landing page. If you are unsure of what keywords may be relevant, you can start your keyword research by referencing a competitor’s site. So just think up some relevant competitive products and let Google work its magic.

Continuing with the example of workout gloves, if I Google “workout gloves”, what are the top organic results? It looks like this Walmart page is the top ranking organic listing, so I can just enter that URL into GKP under the “Your Landing Page” box:

And the following keywords appear:


I like to start by looking only at the “Keyword Ideas” tab, however, Google will also organize the keywords by suggested Ad group ideas. There may be some helpful niches here that don't appear in the Keyword ideas tab, so make sure to scan through these to uncover any hidden gems:



You will want to start saving all of the relevant keywords within the GKP, so we can evaluate them once we’ve gathered a bunch, and rank them by search volume.



This saved list of keywords will be handy to identify how to prioritize them based on search volume and monetary value, more on this later….


Tool #2: Keywordtool.io


Another great tool to get keyword ideas is called Keywordtool.io . Similar to Google Keyword Planner, you can enter a keyword and then get a list of related search terms that your target audience is searching for. Best of all, you can get keyword searches specific for Amazon (as well as Bing, YouTube and more).

You can really dig into the long tail keywords with this tool, because it uses Amazon’s Auto Complete to pull up any related keywords that you should consider in your product listing. These are the additional long tail keywords that Keywordtool.io offers for “workout gloves”, 91 keywords to be precise:



Copy these keywords and you can paste them in bulk into Google Keyword Planner to get estimated search volume. Again, the search estimates are going to be based on Google traffic, but will still be helpful in ranking the keywords on a relative basis, so you know which keywords will generate the most targeted traffic for you.




And from those 91 additional keywords that we copied from Keywordtool.io, we have some additional long tail keyword ideas:



Tool #3: Jungle Scout

The Google Keyword Planner and Keywordtool.io are helpful to identify search volume, but it doesn’t address the most important thing: which keywords generate the most sales! This is where cross-referencing your keywords with Jungle Scout can be very helpful.

Pull up that list of keywords that you have been collecting from GKP and Keywordtool.io.

We can start plugging those in to Amazon, and pull up the Jungle Scout data for the results. Let's do a few examples together:

First we can search for “workout gloves with wrist support”:




If we search for “workout gloves for men”:



How about the results for “workout gloves for women”?


And targeting a specific niche, like crossfit: “workout gloves crossfit


And if we target a specific type of glove, “workout gloves half finger




If we examine these results, and do a quick scan of the average sale and price of each of these keywords, we can see that “workout gloves for men” has the the highest average sales per month, but also may be more competitive (because it has the highest number of average reviews). Half finger gloves don't generate many sales, and some of the top selling products in the niche are incredibly cheap (how does a $2.22 glove generate any profit?!).

This is just a small example of how you would go through your keywords to rank them based on revenue potential. And if you have not yet sourced your product, it can help you identify the specific type of glove that may have the most potential. For example, this exercise would indicate that a men's glove with wrist wraps may sell more than a women's glove with half fingers, so you may want to launch with that men's glove before you invest in different variations and sizes.


Additional Sources for Keyword Research

If you already have a live Amazon listing, and are running pay per click campaigns, then you can see the actual search queries that trigger your ad. One of the benefits of running a campaign with Automatic Targeting is that Amazon will show your ad to any search query that it believes is relevant, based on your product description. The targeting can be fairly broad, which means that you are possibly paying for clicks that isn’t targeted traffic. However, the benefit is that you may come across some good keywords that you didn’t identify while creating your product listing initially.

For example, here is the keyword data from the marshmallow sticks that we have been selling:




Once you download the report into Excel, you can organize it by which Customer Search Term generated a sale (go to the Data Tab > Filter > Largest to Smallest), and it will look like this:




This is the data from the campaigns that have been running for Jungle Stix. As you can see, there are some customer searches that we did not anticipate, like ‘girl scout”, which have converted into sales. We may want to incorporate these search terms into our Product Listing somewhere.

Another helpful tool similar to Keywordtool.io, is Soovle (which offers search queries from eBay, which is also a search engine with high purchase intent):




Another free tool is Ubersuggest, which also pulls all of the related keyword searches. And for those more visually inclined, you can reference a word cloud that may surface some new ideas:



In Conclusion

If you can position your product listing to be optimized for the keywords that are searched most often, and that have the highest demand, you are setting yourself up for success! As you can see, these are all free tools and provide helpful data to craft your keyword optimized listing.

We went through this keyword research process to create the listing for Jungle Stix, the private label bamboo marshmallow sticks. We were able to rank as the top organic product for the main keyword, “marshmallow sticks”, which was covered in detail here.




Are there other tools that you have found useful in your keyword research? Please share them in the comments, would love to learn of other resources!

Gen Furukawa
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Gen Furukawa

Marketing at Jungle Scout
If dreams came true, Gen would be playing alongside Steph Curry in the NBA. He's living the best possible alternative, in San Francisco helping others use Jungle Scout to build profitable businesses.
Gen Furukawa
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28 Comments on “3 Tools to Do Keyword Research for Your Amazon Product”

  1. I was a dream about business. When I was joined a new seller Amazon account few weeks ago. But I started to learn a little about seller this products and I had a problem with customer satisfaction. Because I did not realized not to respond the customer’ s email and their package did not arrived yet or not receiver It or delivery late. When I clicked the confirm shipment not to provide tracking numbers. I had to refund them back. I had made a big mistake. I did not know not to print packing slip or buyi shipping.. That’s why I was still stress. So. Until I found your junglescount on YouTube. I want to learn and study more about the jungle scout if I am interesting into to sign or not decide yet. I need more time to learn about the jungle scout. I don’t want to happen that I made a mistake again.

    1. Hey Dennis,

      Sorry to hear about your mistake. It sounds like it was a situation where you lost some money, but learned something.

      Let us know if you have any other questions about selling on Amazon or Jungle Scout. Best of luck!


  2. Thanks for the great article!

    Keyword research before ordering a product may also help you to customise your product even more. I recently found that by doing keyword research for the product I will be sourcing I also found out other things people are looking for the product to have, and funny enough, I found high volume keywords for the product that competitors aren’t using and also features I could add to the product to differentiate myself further!

    1. Hey Daniel,

      Great point, absolutely right! It is especially helpful if you have a main (parent) product, and the option to do different variations, whether men’s/women’s, color, size, half/full finger like this example with workout gloves.

      Sounds like you found a great untapped opportunity!

  3. Though it costs a little, as does Jungle Scout pro, I’ve found MerchantWords.com useful as it tracks keywords specific to Amazon product searches.

    1. Hey David, I have used the free version of Merchant Words, have not used the monthly paid subscription though. I guess the tricky thing is that there really is no standard for comparison, as there isn’t any data released by Amazon. I do think that it is helpful as a relative comparison between keywords though.

    1. hey, thanks for the comment. Do you have any additional tools or software that you’ve found helpful in identifying good long-tail opportunities?

  4. I started to run my business on Amazon website but there still are a lot of thing needed to learn. I want to be more stronger and need more time to learn with JS. Thanks for your sharing.

  5. hey Gen, when I use adwords, with an account, it looks very different from your screen shots. Also it seems like it won’t let me see a dashboard until I commit to a campaign. Did they change it recently or maybe I’m not clicking the correct button?

  6. Indeed a great post about keyword research.

    It is true that keyword research is the very 1st step to target the right traffic from search engines like Google. I have seen so many people who never does keyword research and always keep themselves busy in writing articles on different different random keywords which is not good.

    If We really want to get potential traffic which can converts easily then we must have to target the right keyword.

    For a productive work, every expert suggest to target long tail keywords with having low competition. Because long tail keywords with low competition are easily to rank rather than short tail high competitive keywords.

    I always use Google Keyword Planner to check the keyword search volume and Long Tail Pro for keyword competition score. I am glad that You have covered such an indepth article on keyword research.

    Thanks for sharing it with us. 😀

    1. Hey John, thanks for stopping by and sharing your experiences.

      For checking domain competitiveness, I use the Moz free extension here, which is cool because it shows the figures inside of the google search page. You may want to check it out: https://moz.com/tools/seo-toolbar

  7. I’ve been diving into keyword research lately and it can be a bit overwhelming so I appreciate all the information and free tools you have shared here!

    Google Keyword Planner is no longer free (or at least, the data is much less useful) without a paid campaign. I’m trying to figure out the least add spend possible to be able to use the tool!

    1. Hey Megan,

      Thanks for the appreciation. You are right about Google Keyword Planner, this blog post is several months old now, but I have added a little update in the content. Thanks for the nudge 🙂

      I would still use Google’s KW planner, even with limited data it gives a very broad overview. Would be really interested to know if you find out the magic number in terms of spend in order to get the most out of it. Let us know if you do find out!


  8. Great work, thanks for exposing me to the various tool kits which I will certainly apply to move my business on Amazon.

  9. What number in the GKP should we look for under average monthly searches?

    Also, how can you know you got a keyword that has traffic? When looking how much sellers sell of a specific product with Jungle Scout, how can you know that that keyword has brought all he sales? Maybe they’re targeting a few keyword and most of the sales are related to the other keyword…

    1. Hey Lior,

      It’s really difficult to give even a ballpark figure because it is all relative depending on your niche, your product and how many searches other similar keywords are getting on average each month. The best thing to do is do some keyword research for a very broad range of keywords related to your niche or product, then you will get a sense of what good search volumes look like for that niche. Take a look at this Million Dollar Case Study post for an in-depth look at keyword research!

      The average monthly searches in Google’s Keyword Planner are just an indication of which keywords you should target. There is no real way to see which keywords have bought in actual sales on Amazon – unless you run Amazon PPC campaigns, in which case you can actually attribute PPC sales to specific keywords and customer search terms. Read more about that here!

      Hope that helps!

  10. Hey, great post. Just one question. How to proceed with keyword research when you launch the product which is a new on the market and there is no keywords to start with research. This is a very specific product. I had in my mind one idea (using another marketing channels like facebook to get awareness about product) but this is very expensive. So I dont know how to start with low cost strategy. Any idea?

    1. Hey Viktor,

      Good question – is this a product invention of yours? Or are you trying to private label a very specific product in particular? We always recommend for the private label model to find an existing product that has demand and low competition, that you can manufacture under your own brand and sell on Amazon. This is the easiest way to start generating revenue fast, as you are tapping into existing demand.

      However, if you are a product inventor then you will need to alter your approach somewhat. If a product has very minimal demand it can often require a strong marketing strategy to inform people of your product and their need for it. This can be very expensive like you say!

      I would still suggest looking for similar products and conducting keyword research in the same ways shown in this post to see what people are searching for in relation to your product. Also try thinking outside of the box. Does your product solve a problem? Try KW research around that topic, etc.

      I am not a product inventor, so I have never been through this process. Perhaps someone else in the community will be able to chime in with some more feedback!

      Thanks for reading,

  11. Pingback: Best Practices of Keyword Research… Finding the keywords. – Digital Marketing with Isabella

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