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:
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”.
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 decent 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. Plus, you can get keyword searches specific for Amazon (as well as Bing, YouTube and more).
Unfortunately, Keywordtool.io is far from perfect, because it uses Amazon’s Auto Complete to pull up any related keywords that you should consider in your product listing. But it’s not a bad place to start, especially if you’re just starting out.
So, for example, these are the additional long tail keywords that Keywordtool.io offers for “workout gloves”, 91 keywords to be precise:
Once you have those keywords, simply copy and 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:
Like I said, it’s not perfect, but as far as an inexpensive solution goes it’s a great place to start.
However, if you want to find incredibly accurate keyword information without having to go through the trouble of creating spreadsheets and relying on tools that may or may not be specific to Amazon, we recommend another solution.
Tool #3: Keyword Scout
While Google’s Keyword Planner and Keywordtoo.io are great, simplistic methods for finding keywords, your best bet for finding powerful keywords for your Amazon FBA private label products is Keyword Scout. Keyword Scout is the world’s first Amazon keyword tool that uses real Amazon PPC data to discover powerful keyword opportunities. Best of all, it’s included in Jungle Scout’s suite of web applications at no additional cost.
Here’s just a few of the things that you learn with Keyword Scout.
- In addition to the entered keyword or ASIN, what other relevant keywords are there?
- How many exact match searches are being done for the keywords?
- And how many broad match search volumes for the keywords?
- What are the dominant categories for the keywords?
- How many units should you giveaway with Jumpsend’s keyword targeted promotions for the keywords?
- What are the average Headline Search Ad bids for the keywords?
- And what are the average Amazon Pay-Per-Click Ad bids for the keywords (exact and broad)?
- How relevant are the keywords to the entered keyword or ASIN?
Allow me to demonstrate how easy it is to use Keyword Scout and how you can generate powerful new keywords in seconds.
First, you’ll want to log in to your Jungle Scout Web App. Once there, click on the Keyword Scout tab. Then, enter in a keyword or product ASIN to generate keywords for. We’re going to use “workout gloves” again.
As you can see, Keyword Scout has already come up with 990 keywords for “workout gloves”, which is already 10 times more than what we could come up with the keywordtool.io/Google keyword planner trick I showed you above.
Once you’ve got keywords generated, you can learn a lot more about those keywords in the various columns.
In addition to being a powerful keyword research tool, Keyword Scout complements Jungle Scout’s product research tools by providing exact and broad search volumes for all of your keywords. Check out how many searches for “workout gloves” per month–27,475 for exact searches and a whopping 68,190 for broad! Obviously, it’s a highly sought out product!
Plus, we can learn what our competition is like, too, thanks to the average Headline Search Ad and Pay-Per-Click bids.
As you can see the average HSA bid is a massive $16.83. PPC bids are also pretty high at $1.81 and $1.47 for exact and broad respectively. So, in my opinion, this is probably a pretty competitive product.
Typically, it takes 7-10 ad clicks to make a sale on Amazon for products priced between $18-$35 (based on a 10-15% conversion rate). And it takes even more clicks for more expensive products; sometimes as many as 20-30! A good rule of thumb is to look for keywords that, when multiplied by 10, add up to 25% or less of your target sales price. Another way to look at it is that each keyword bid should be no more than 2.5% of the sales price. That’s why we call this the 2.5 Rule.
How the 2.5 Rule Works
For example, if we wanted to sell our “workout gloves” for $30 a pair we’d want our total ad costs around $7.50 per sale. After all, that would leave us some healthy room for profit. Therefore, the cost-per-click for HSA and PPC bids needs to be $0.75 or less (or 2.5% of the sales price). Unfortunately, we saw that ad costs were nearly double that or more with exact and broad PPC bids. And HSA bids were simply too high to be competitive with.
You probably remember that Keyword Scout was kind enough to generate 990 keywords for us. So we have plenty more long tail keywords to work with.
Take a look below.
There’s roughly 60-75 keywords that come in under $0.75. However, most of those keywords are long tail. Their search results are less than 500 searches per month.
Here’s another rule of thumb. I like to make sure at least one or two of the keywords I’m targeting has over 1,000 searches but still less expensive than 2.5% of the product’s sales price.
If you’re interested in learning more about Keyword Scout and how it can boost your Amazon FBA business, be sure to check out our Web App page.
Additional Sources for Keyword Research
If you’re already live on Amazon, you can download a list of search queries that make sales. One of Automatic Targeting’s benefits is that Amazon will show your ad to any relevant search query. This is based on your product’s description. However, the targeting can be fairly broad. This means that you are possibly paying for clicks that isn’t targeted traffic. Regardless, you may come across some good keywords that you didn’t identify when initially creating your product listing.
For example, here is the keyword data from our marshmallow sticks.
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. For example: ‘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:
Set yourself up for success by finding the keywords with the highest demand! 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.
And when we later released Keyword Scout, we further improved our listing.
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!