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Amazon Search Keywords

Sellers use Amazon search keywords to match product listings and ads to the words and phrases shoppers type into the search bar.

If you have ever chosen a keyword based only on volume and failed to rank, you know relevance matters more than search frequency.

Key points

  • Start from your product’s own features and benefits, then expand with shopper search behaviour.
  • Use the Search Term Report to find which queries actually drive clicks and sales.
  • Place your most relevant keywords naturally into titles, bullets, and product descriptions.
  • Update your keyword set regularly based on performance data, not just initial research.

Broad keyword vs specific phrases

A seller of cork yoga mats targeted the broad keyword 'mat'. After two weeks, the Search Term Report showed 80% of clicks came from 'non-slip yoga mat' and 'cork exercise mat'. They revised the title to include 'non-slip cork yoga mat 6mm' and added 'eco-friendly' to backend terms. Organic impressions rose 40% and conversions increased by 20% within a month.

Three common keyword mistakes

  • Chasing high volume Broad high-volume keywords attract irrelevant traffic and waste ad spend. Always prioritise buyer intent over raw search volume. This improves conversion rates significantly. Focus on relevance first.
  • Ignoring relevance Keywords must describe product characteristics, materials, benefits, and use cases. Irrelevant keywords hurt close rate and ranking. Be specific and accurate. Avoid generic terms.
  • Repeating keywords Avoid duplicating the same keywords across title, bullets, and backend fields. Use an amazon keyword tool to find new terms instead of repeating.

Three sources for keyword discovery

  • Your product itself Start by listing product features, materials, dimensions, and use cases. These form the foundation for a relevant set of keywords for Amazon. Always begin with the product itself.
  • Search Term Report The Search Term Report in Seller Central reveals real shopper queries that drove clicks and sales. Use it to find high-performing keywords. Regularly review to discover new terms.
  • Competitor brands Include competitor brand names if your product is compatible. This captures branded searches and expands visibility in the brand catalogue. Ensure relevance to avoid mismatch.

Three rules for backend search terms

  • Avoid duplicates Do not repeat words from title or bullets. Backend terms should add new relevant keywords, not waste space. Use for synonyms and variants.
  • Include synonyms Add synonyms, alternate spellings, and related terms shoppers might use. A free keyword tool can help discover these, broadening coverage without keyword stuffing.
  • Use full words Avoid overly short or generic single words. Use full descriptive phrases that match how shoppers search, improving relevance and click-through. Be specific and complete.

Common questions

What is the best Amazon keyword research tool?

Amazon recommends starting from your product and using the Search Term Report. Many also use Helium 10 or Jungle Scout. These tools aid discovery and analysis.

What is the best free Amazon keyword research tool?

Amazon’s free Search Term Report provides actual shopper queries. Sonar by Sellics is another free tool for discovery. Both are valuable for keyword research.

Sources

  1. Amazon Ads: How to Start and Improve your Keyword Strategy Covers step-by-step keyword strategy for sellers.
  2. Amazon Seller Central: Amazon SEO Amazon's official guide to SEO on Amazon.
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