• Janis Boss

Amazon keyword research guide – How to find best Amazon keywords and what tools can you use?

Amazon keywords are an essential part of Amazon strategy. Similar to Google, Etsy, Ebay and any other large platform search engine, Amazon has its own search engine algorithm which takes into account numerous factors when determining which products will be shown in the results. One of the most important factors is Amazon product listing keywords. That is why it is important to do extensive keyword research to find the best words and phrases that describe your product and will help it to appear higher in Amazon search results.

The keyword strategy consists of two parts. First part is the keyword research itself. The second part is keyword implementation in the product listing content and settings so they would actually work. This blog post will guide you through the first part – Amazon keyword research. We will guide you through the whole process step-by-step using a real example of one of our client's products for which we did the keyword research and Amazon SEO optimization.

NB: We have also written another guide on how to implement your Amazon keywords in your product settings and listing content. So if you already have a complete list of your product keywords, head over to our other guide to learn how to add keywords to your Amazon listing and get your product on search results.

Amazon keyword research Part 1 – Prepare an initial product keyword list

The first part is quite simple. You should write down a list of keywords that best describe your product. Think about the main features of your product and the value it provides to customers. Keyword phrases should be 1 to 3 words long (you can mix in some long-tail keywords as well (4 to 5 words long). The amount of different keyword phrases depends on the product, but in general, you should have at least 5 unique keyword combinations.

Optional but very useful strategy

If you sell products on your own online store or Etsy, you can use Google Analytics (Search Console) data or Etsy Search Term Report to find additional keywords that your online store visitors have used to find your products. Both reports can provide more than 100 unique search terms but you should select only the ones which have acquired the most clicks or are unique to your product.

Real example of a product research which we did for one of our clients (Part 1).

OpenMity is one of our clients with very unique products for couples. They had previously been selling their products on their own website and on Etsy but wanted to expand on Amazon. One of their products is “Kissable Massage Candle”.

We started by preparing a list of main keywords together with our client, and then we added the best search terms from Etsy. Here is the final list from the first step.

Once you have the initial list, it is time to extend it with additional keywords which are a great fit based on various keyword research tools.

Amazon keyword research Part 2 – Use keyword planner tools to find additional keywords

In this step you will use the initial list of keywords to find new keywords and top up the list. Each product owner knows their product the best, however, there are millions of people who might search for the product using phrases which you were not aware of or just did not think of. These new keywords will help you get competitive advantage over other competitors who don't go the extra mile and just stick with their own list, missing out on thousands of search traffic.

One of our favorite free online keyword research tools is Answerthepublic.com – it provides amazing new keywords suggestions. It can be used for free, however, it has some limit on daily searches, but it should still be enough to do product research for your product. This tool is very intuitive and simple to use it – just visit the website, type in the main keyword phrase of your product and click “Search”.

AnswerThePublic will use this phrase and generate other search terms which people use to find this product (or information about it). Go through the results and add all keyword phrases which fit your product to your initial list. Note that some of these keywords won't fit for Amazon keyword strategy, for example, “where to buy [your product name]”, because people obviously do not use such phrases to search for products when they are already on Amazon.

Our favorite keyword research tool which we are using for all our Amazon products, is JungleScout. They don't have a free trial version, but they do offer a 14-day money-back guarantee. For keyword research we use their “Keyword Scout” tool which finds new product keywords and analyzes their competitiveness and search volume on Amazon. If you are interested in using JungleScout, we have an exclusive offer with 30% discount – click here to learn more.

Simply open the tool and write in your product main keyword from the initial list. JungleScout algorithm will then display a list of all relevant keywords which people use to find products like yours on Amazon. JungleScout will also show the estimated monthly search volume on Amazon for each keyword. Use this data to select keywords which have the most traffic and those which describe your product the best. You will notice many generic keywords describing your product and you should add all of them to your keyword list, but the most important goal of this second step is to find unique niche keywords which will have lower competition.

For example, if you looked up “Grill cover” as a search phrase, JungleScout would suggest “Weber grill cover” which has more than 28000 monthly searches and BBQ cover with more than 14000 monthly searches. But the real key to success lies in using more specific keywords which perfectly describe your product and still have high search volume. The “big” generic keywords do have huge monthly search volume but the competition on these keywords is so high, that it will be nearly impossible to get your product to rank in top positions on these keywords. On the other side, it is much easier to rank higher in search rankings using specific keywords with lower competition. Returning back to our example, there are many great keywords which we would add to our list, which are more specific yet still have good traffic. For example, “Barbeque grill cover” and “Small grill cover” or “Large grill cover” (whichever fits the product). These keywords attract 2000-4000 monthly searches but will have much lower competition.

Go through the list of all suggested JungleScout keywords for your product, add all generic “big-traffic” keywords to your list and be sure to include all specific keywords which have lower search traffic but which perfectly describe your product. At the end, you should have a list with around 30-100 keyword phrases. If you need to find more keyword suggestions, just enter some other keyword phrases from your list and go through new suggestions. We usually run the whole list of our initial product keywords through JungleScout and create a list of around 50 keywords before heading to the next step – keyword “filtering” and prioritising.

Alternative to JungleScout Keyword Scout tool is Google Keyword Planner which is available for free. It doesn't use real Amazon search data like JungleScout does, but it will still give you a good list of suggestions (people do search for products on Google and Amazon using very similar phrases). Visit Google Keyword Planner, choose the “Discover new keywords” tool, enter your keyword and Google will generate a list of related keywords which people are using to find products like yours.

Below is a real example of how we did the keyword research Part 2 for our client's product “Kissable Massage Candle” using AnswerThePublic and JungleScout tools.

First we used AnswerThePublic and entered the main product keyword “Massage candle” to find new keyword suggestions. The online tool generates various suggestions and orders them in a few sections. Just go through all options and select new keywords which describe your product and which people would use to search for your product on Amazon.

For example the keywords below wouldn't fit too good because people are not using such phrases when they are already on Amazon.

There were also some great long-tail keywords which could ensure low competition but our product just doesn't fit them, for example, “massage candle with essential oils” – our client's product does not contain essential oils so we can't really use this search phrase. After going through all keyword suggestions we found some additional keywords which we included in the list.

Next we used JungleScout Keyword Scout tool to find additional keyword phrases which people use to search for products like ours on Amazon.

Since there are many different products in our category, most of the keywords didn't fit our product (for example, many massage oils but not candles). But we went through the whole list and added all keywords that fit our product until we reached keywords which have around 200 monthly searches. Because of the low value, it is not worth to include them into the keyword list as they will not bring enough added value. We used some more keywords from our list and ran them through JungleScout Keyword Scout to find additional suggestions and in the end we had a list of around 40 keywords.

Here is the list of all keywords after finishing AnswerThePublic and JungleScout keyword research.

This kind of keyword list can be used to create Amazon keyword optimized product listings by including these keywords naturally in product title, bullet points, product description and backend search term settings. You can read our Amazon SEO optimization guide about best practices on how to implement your keywords in product listing content. If you are using JungleScout, you can complete an additional step to filter and prioritise keywords in this list which will help you to further optimize these keywords for product content.

Amazon keyword research Part 3 (Advanced | Optional) – Use JungleScout Amazon Keyword Scout to filter and prioritise the best keywords.

As you saw in the image above, JungleScout Keyword Scout also gives you an estimated monthly search volume for each keyword. We use this data to identify keywords which we should prioritise and divide them all into two different categories – primary keywords and secondary keywords.

Primary keywords are the ones with the highest search volume on Amazon (according to JungleScout Keyword Scout tool) and keywords which best describe our product and its features. Secondary keywords are the search term phrases with lower search volume and those which describe the usage of our products. We prioritise using primary keywords in product title, bullet points, product description and backend search terms. Secondary keywords are added where possible while still keeping the product content clear and easy to read – so mostly in the product description and backend search term settings.

For example, keyword phrase “Massage candle” will be included in the primary list because it has large search volume and it perfectly describes our product, while keyword phrase “Anniversary gifts for couple” will be included in the secondary list because it has lower search volume and it is not specific only to our products but to the whole category, which means that this phrase has a much bigger competition and our product would not benefit so much from including this keyword in all content forms.

Here is an example of our client's product keyword list (divided in primary and secondary keywords). We removed some keywords which had too low search traffic or which were just too generic.

Once you have a list of primary and secondary keywords, it is time to use them in your product listing content. Head over to our Amazon SEO optimization guide to read more about best practices on how to do implement all these keywords in your listing content and backend search terms.

We hope that this guide was helpful. Feel free to share it with other Amazon sellers and let us know what other Amazon selling topics we should write in-depth guides about.


If you are interested in using JungleScout, we have an exclusive offer with 30% discount – click here to learn more.


If you need help with product keyword research or Amazon SEO optimization for your products, just get in touch with us via our contact form or by writing to hello@fastbrands.eu.

We help ambitious companies with selling their products on Amazon, doing keyword research and product listing content optimization, developing Amazon advertising strategies and improving existing ad campaigns. We are also looking for new products to sell on Amazon as your retail partner if you don't want to go through the Amazon registration process, listing creation and other tasks.